Is award-winning creative enough to create sales?
Many times as an advertising agency, it’s all about the ‘creative’…but is it? In my experience the most award winning creative, is not necessarily the most effective at driving sales.
The disconnect seems to be when the message crafted is based more on a great creative idea, in and of itself, then it is an idea that is based on the target market. Let’s face it, how many times have you seen a cute or funny commercial but had no idea what product or offer was being promoted?
It happens all the time and it makes me wonder how agencies can get away with it. I imagine there is a big inflated ego somewhere that is content with having the shiniest object in the room, even if it serves no purpose.
This approach is what has kept so many agencies going for such a long time. I think about all of those advertising awards and wonder what was that decision based on? How many of those campaigns actually had a significant impact in the most important barometer of success…sales?
Let me make this next point perfectly clear, without well-crafted creative, you have very little chance for success. I’m all about a catchy jingle, and a great headline and a clear call to action, but the goal should be to resonate and move your target audience to engage.
The sales process is often compared to a funnel, which at the top, (and the point which is furthest away from the sale) is described as ‘awareness’. This is often the part where many creative ideas go astray. You may make me aware of your advertisement by being clever or unique, but does it do anything to also lead me to the next stage which is interest?
Awareness and Interest are two very different stages and your creative can make people aware but if the message is wrong, it won’t appeal and interest will not be generated. If you don’t generate interest, you would have to start over, which can be a very costly mistake.
If there is no interest, or what we call ‘engagement’ then there’s small chance that person would move further down the funnel to evaluation and finally sale, so obviously, no word of mouth.
I know it’s so tempting to just go with the ‘coolest’ thing or put your marketing effort behind what everybody at your company likes, but take some time to get feedback from your target market. Whenever possible get a focus group together to see what they think. This is where social media can really come in handy. Facebook or Twitter are great ways to get feedback from ‘Fans and Followers’. This information can prove invaluable, and insure that your message is not only creative, but engaging and effectively communicates to the target market.
Those are the kinds of ads that get my vote for ‘ad of the year’, and as a business owner, hiring an agency good money to make your register ring; it should be where you cast your vote as well!