STANDING OUT

Advertising- What Makes An Effective Advert

Successful advertising involves more than creativity, it requires discipline. You may have a creative advert, but if the message is not targeting the correct audience with a defined call-to-action, then it will not have achieved its intended purpose. Also, if a campaign creates a lot of traffic to your website but results in very few conversions, it is also failing to hit the mark. The following guidelines will help ensure that your campaign is used to its full potential.

1. Don’t be a Follower

Many advertisers are too engrossed with what the competition are doing. If you want to be successful, you need to make your brand distinctive. Look at your strengths, your target audience and your brand values.

2. Value Your Website

Too many companies focus on their ad campaigns, failing to notice that their website is outdated. Make sure that your website is consistent with the brand you are promoting in your campaign. Fonts, colours, brand personality should all have the same visual identity. Also, test your website regularly to make sure online application and account processes all work correctly.

3. Trends

The world of advertising is constantly changing and every week there is a new app or process that is launched. Make sure that any new trend is right for you. An example of this is QR codes – they were all the rage at one point, but how often have you clicked on one?

4. Benefits

People don’t buy products or services, they buy the benefits they attain from them. Think about what benefits your company gives to consumers and promote these values in your advertising.

5. Target Audience

Understand your target audience. Who are they, how old are they, what are their occupations? Defining your demographic target will help ensure that your advert is targeted directly to your intended consumer.

6. Goals and Expectations

Right from the beginning you need to agree on what your campaign goal should be. If you are targeting a small defined group, then your campaign needs to be narrower. If you are promoting to the wider audience, then your advertising needs to be aimed at the mass media.

7. Consistency

Understand your brand. If you know what your brand stands for, there won’t be any issues in choosing the correct font, colour or copy. Once this decision is made, stick with it. If your advertising has these consistent elements, you will create strong brand awareness with your consumers. Consistency shouldn’t get in the way of creativity, so although your layouts will change, your brand message will stay constant. Apple is a great example of this. The clean, simple layouts and Apple icon are instantly recognisable.

8. Be Different

Your advertising should stand out from your competitors. A unique, memorable advert will create far more interest than a conservative one.  (For more information on Good Advertising click here)

Effective advertising is far more than a creative idea. It relies on consumer insights, a relevant message, and ultimately brand personality to achieve the desired results.