How to Build Brands and Drive Sales with Powerful Advertising ideas

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7 Steps to Building Brands and Driving Sales with Powerful Advertising Ideas.

How to Build Brands and Drive Sales with Powerful Advertising ideas

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  2. 2. Hi there. I’m Steve McNamara, your digital host for this introduction to AdCracker’s creative development process. Let’s begin at the begining, shall we? 5. ‘- ea. /‘ V . . .-3'. J‘ I; rt , J ‘L
  3. 3. Step # 1, collect essential information. About the product or service. The company or brand. Competitors. And especially, the audience.
  4. 4. Talk to all the right people, such as: - The client - the owner, founder, and managers. - The client’s staff - marketing, sales and customer service. a - The customer - especially customers. Grab a digital recorder. Get on the phone, get out of the office. Interview the client and her customers.
  5. 5. Ask all the right questions, such as: Features: What is it? Include questions from Audience: Who buys it? g? ,“; ’,? ‘§j§, ;‘°, i“"““”e “What can we say or Benefits: Why do they buy? showroovercome common objections? " Objections: What prevents people from buying?
  6. 6. A consumer insight is like a true confession fro m M r or Ms 3 Target Audience , “I wear red / ,- when I want to be noticed, when I ’m ready for romance. ” . .Q«'-’? “‘ : - ae- 1'5 -_ X
  7. 7. A consumer insight is a simple truth that applies to a significant set of your target audience A consumer insight can help you understand why people buy, why they don’t buy, or some other aspect of the way they behave 1'5 -_ X
  8. 8. You discover insights by asking the right questions (See step # Advanced Creative Brief) And by using tools, such as Consumer Involvement Theory 7)? X X
  9. 9. Here’s an insight: “Wives and girlfriends are more likely to buy men’s body wash than are men. ” And here it is expressed in an ad:
  10. 10. Hello Indies. Look at your iimli imw badt at me. ..
  11. 11. Here’s an insight: “Many young adults attend their high school reunion specifically to impress former classmates. ” And here it is expressed in an ad:
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  13. 13. -2'3’-I‘ ' -. :. _Q 1: . A creative brief is like a road map It specifies a destination, an objective for the ad or campaign And it supplies the 5 information the ere [_ 3.? creative team It "“"F". 'T$, gsF needs to get there f
  14. 14. Many creative briefs include a project background or overview and - Specific, attainable objective. - Description of the target audience. - Most important thing to say or show. A, - Rational and emotional 'Crea”Ve. iBfi""§‘fs4 reasons to try or buy. - Schedule. B
  15. 15. Be sure to match the brief to the project. - social media — websites & video - small business — direct response - traditional agency - design projects all requie special briefs.
  16. 16. # 4 Craft the Big 3 strategic creative concepts: - Branding, - Positioning & - Direct Response Offers
  17. 17. [ Branding, positioning & direct response are strategic because they are the three creative concepts that can have the greatest impact on sales, profits and the value of a company. All three should be woven into most every communication, from social to TV, from email to direct mail. ]
  18. 18. Branding is about telling your audience the same thing, all the time. “This is who I am, my personality and story. This is what I look like. I And this is what I can do for you. ”
  19. 19. Example: Apples’s classic branding campaign, Get A Mac “I ’m a. PC. “I ’m a. Mac. And I’m into And I’m into doing fun stuff doing fun stuff too, like pie like fa. m1'1y charts” movies”
  20. 20. i ‘I. A Ff 1» 1 C1‘ ' . -' -. ‘P. ‘ ‘ ‘ - McDonald’s has the same look and personality all around the World.
  21. 21. Positioning is about finding a niche in the prospects mind and filling it with one thing, such as a slogan, * that sticks * A short phrase that is memorable or g . differentiating or both. -
  22. 22. f I’) ( AA The Ultimate Driving Machine
  23. 23. Direct Response is about triggering an action that results in a sale. And a compelling , offer is the best i way to tigger that action.
  24. 24. SECRET SOCIETY OF COOL PEOPLE FREE 2 TACOS Today, November 16th after 2pm In khl box‘ Hey Subscriber. Just a friendly reminder that I‘m giving away Free Tacos today after 2pm. Tomorrow I have a meeting with a prince. and this weekend I have a Jlu-iisu toumament Not sure why I told you all that, this email was basically supposed to be about Free Taco Day. Which Is TODAY. That's right, today. Happy Taco-ing. -Jack SPREAD THE worm. gfi Q-ft
  25. 25. # 5 Create a couple of concepts with creative advertising techniques. Creative advertising techniques are tools you can use to attract attention, engage an s I audience, trigger emotion, and influence what people think.
  26. 26. Sexual i rnagery and language are 't’SC”liTiC’L! C-SS to grafa and iolci attent'on Sex works best for products or services that actually enhance sex appeal or attractivness. But it can also be effective when unexpected, such as for financial services.
  27. 27. Sex is just one of __ over 50 researched ' , and proven advertising techniques Here are a few more
  28. 28. Advertising tech hi cg ue Drarnatic conflict Use dramatic conflict, either playful or intense, to stop your audience like a car crash. Conflict can be external, as between a men and women, or it can be internal as with an individual who struggles to control their own spending. Here are some examples
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  31. 31. .- -~ ». E i ‘t i. ‘«. I I ‘r » j- ' , ,:: .- § V ‘ . I : ' E ( ’ ‘T: T"“ """-/ (2;-zj THE NEW EMPLOYEE IS SO = ’>IMi>A1He1"u’-5 I . " / ) SHE is MY musmeiz. I ‘-4; . ‘ -‘ti i;5V. I I’? ”* A __ _ ‘ ‘I " .5 rrtrxi-—-7i-}nty: .£Ic1iv. I . —_. . _ I , x ‘ . c , .. ._‘ 3 i .
  32. 32. Ad ve rti si ng technique Problern / Solution People have problems. Monday is a bummer. The weather gets too hot in the summer. And we all catch colds. Explore this technique, in a literal or imaginative way, especially if you are working with a product or service that solves a problem. Any problem. Examples
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  35. 35. Huxplcc isn't just almut dying pc; icci‘tilly. It’s about living until you die.
  36. 36. Got a cough? , , ,L. Muoinexlill Ifiqgninlnhllqhujfl Iflldll-vdlui-Uni V‘. "H", gnu Lcoslnl Noun _. controls co-I9" For long lasting reliei, give mucus the heave-Iio. only Mucinex-DM quiet: coughing and breaks up mucus tor 12 hours: Witeii mucus causes ooiimlng and chest congestion. it can mate you teei mserable. onii nuznexou meaisupnuwsamqiasouugimiogiieyoutzimsoiuignsm; relai Mucinex- Mucinex in. Mucus out: Rhianna was unannou-
  37. 37. Problem: Do you suffer occasional creative paralysis from foggy brain syndrome? Solution: Click around AdCracker ~ fora dose of cerebral sunshine.
  38. 38. Advertising technique: Visual symbolism. Here you typically work with similes and metaphors. Use this technique to quickly communicate ideas, especially complex or abstract ideas, such as - It's pure. — It’s fast. - | t’s flexible. Here are some examples
  39. 39. Our factory”
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  42. 42. /Lxdve rti si ng tech m C; ue I3ernons'ti"a'te the product or service Use this technique to explain a feature or prove a benefit. You can also charm your audience with playful demonstrations. Here are some examples
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  45. 45. # 6 Create an unconventional media plan to get your message to the right audience at the right time.
  46. 46. [ A media plan is a strategic communication tool. It can include both traditional and unconventional communication channels: - Mass - TV, bulk mail, outdoor - Social - Facebook, G+ . . - Content - blog, website, YouTube. .. - Digital - Internet ads, email - eCom - Amazon. com, iTunes, eBay - Targeted - direct mail, telephone The effectiveness of the media you choose will have a major influence on sales and profits. Choose wisely. ]
  47. 47. Explore creative ways
  48. 48. Explore creative ways to talk to your audience or ””’%. '.»‘. ‘5.’; ’; I%flYlIISllIIANGE. Iii /01/ WE HURT / :9’/ amrs. ' / /'1 6'10 anon DPENS.
  49. 49. Explore creative ways to talk to your audience in unexpected places.
  50. 50. Andin unexpected ways. Digital tools to trigger advertising ideas + teach adv ed creative skills- ‘: Adcracker ; m_~. v : .p. V, » Acct-uiu-1 aunts and mute“ aagful nu-nlng and (OI'| (I9l aw: -iocrnqnl loch Aocuulm n-Iulhmcdu an are and in hundreds of toumnu by Ibouund» o! mutdmg and advcmsnnq pvos Mcvxuv us the wo¢| d'1 lavonlc DIGITAL uuuvt 9’N| nev. Aboul ’. voul ®‘Pznte: -eél § Adcracker Adcrac‘-<erCo. 'n W New Creative Brief slideshow + 9 m l / I /4x9x6r4
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  52. 52. Conduct a forrnal or i nforriial ns’tor': *ning session a --—-—- I . !JIci| r‘ . r.' . . . i li . ..-to IOI wal. <, '1 L . <, a tea Most creative teams don’t look anything ' ' H if. ‘ f like this. . ‘ __ . fin (“K . .: N C. " § ,3: . i E i , ~ i ~ ’I; ' ': . Ii .1. .3 ‘k “ , . ’ -' "iii. *~L i V
  53. 53. Find inspiration inside your lovely self. Go for a jog. Take a nap. Take break. Hop in the shower. Always keep a sketchbook with you to writerdoodle. j
  54. 54. Find inspiration with the client. Spend a day at the client’s place. Bing or Google for industry icons and symbols. Look for visual or ' emotional inspiration. Where’s the drama, the humor? . iv 2. in;
  55. 55. e , say, at, love, See the client through the customer’s eyes Meet Jane. She’s a customer. And she recently completed her MA in Chemical Engineering at UC Berkeley. She thinks about what she buys. And she doesn’t buy marketing BS.
  56. 56. Find inspiration in excelent work. AdCracker gives you a collection of the world’s best ads ideas and case studies. It features about 1000 example TV, print, email, social media & unconventional ads.
  57. 57. Hope you found a spark of inspiration in this presentation. You’ll find tools to support AdCracker’s creative development process on every Creative Manager and Creative Director set. ~a. =:; ::i-. »‘ .9’ 1- ea. /‘ x. ~ ‘v: '‘‘‘'‘i - g 4 ‘C
  58. 58. For advanced creative training, AdCracker’s Creative Manager set adds more example ads, workshops, and slideshows. 5.- ‘I an. /‘ V tr: »"*‘~"{. 4- -_: rt , I ‘L
  59. 59. Click here for the multimedia version of this presentation with video AdCracker. com
  60. 60. —j AdCracker. com © 2013 Steven Lorin McNamara / AdCracker. com All Rights Reserved All example ads. brands, images and trademarks are the property their respective owners.

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