Advertising is one of the major cornerstones of any business. It is the medium by which word gets out. Executed effectively and efficiently, it can drive the sales through the roof.
Amid the sea of ads, businesses have to stand out. This is where a whole lot of creative thinking comes in. How effective exactly is creativity in advertising? Read on to find out!
Creativity in advertising
To stand out, many businesses are going the distance and opt for creative ads that appeal to the figurative than the literal. From brick-and-mortar ads to digital advertising, you see them everywhere. There’s the Banksy-inspired design of the Milwaukee waterway’s spouts’ Banksy-inspired design thanks to some brilliant designing by the Milwaukee River Keeper organisation. There’s the long-form Apple ad that focuses on the new normal of working from home. Everyone seems to be on board the creativity train, and it is no surprise why that is.
Why it is essential
There are many reasons why good, old creativity should be employed in any advertising campaign:
- It translates to sales. Leading business voice, The Harvard Business Review, reveals in its research that “a euro invested in a highly creative ad campaign had, on average, nearly double the sales impact of a euro spent on a non-creative campaign.” That alone should inspire businesses to look into how creative their ads are.
- It inspires following. As any business would know, winning customers’ hearts can very well translate into a strong following. Brand love translates into trust and loyalty, and that will surely propel sales forward.
- Cost-effective. While upfront, it seems like a creative advertising campaign may be a tad too pricey and time-consuming, if well-executed, will pay off big-time in the end. Make the most of your ad budget with a compelling storyline that tugs at those heartstrings or piques the public’s interest.
Not all the same
While there are more reasons why creativity in advertising is essential, not all businesses benefit as much as others when it comes to executing creative ads. HBR’s research on the matter is very telling. For products like coffee and soda, creativity in advertising plays a significant role in boosting sales and brand recognition. The same cannot be said for products like body lotion and facial care. When it comes to these types of products, customers tend to want literal ads that talk about how to use them and why they are beneficial to use.
Bad, bad, bad
Some creative ads were just, well, bad. Ranging from inaccurate tones to visually unappealing, one is left thinking what happened during the campaign pitch? Here are some examples of creative ads the just went awry:
- Pepsi’s 2017 ad featuring Kendall Jenner seemed to trivialise hot-button issues including socioeconomic conflict, racial tension, and gender equality. Is everything fixed with a can of soda? We don’t think so!
- Burger King’s 1986 ad that focused on one question, “Where’s Herb?” Taking inspiration from “Where’s Waldo?” this ad simply misses the mark because it never connected with audiences. Who is Herb and why should we go looking for him?
- Hyundai’s 2013 ad that poked fun on suicide. What the sedan wanted to say was that it doesn’t produce harmful emissions. There are so many ways to say this but what they went for was genuinely appalling, that is, to show a man’s unsuccessful attempt to commit suicide. Makes you think who greenlighted this right?
Tips to get it right
Now that you know what not to do, here’s what you can do to apply creativity in advertising effectively!
- Draw inspiration from success stories. There are many creative ad success. Look at what they did right and be inspired to carve your own path.
- Think out of the box. How do you tell your brand’s story in a different way? Just be careful that you’re neither tone-deaf nor insensitive. Cancel culture is a clear and present danger for businesses, so make sure you treat the story right.
- Focus on your Unique Selling Proposition (USP). Why makes your business different? What can they get with you that’s different from others? Make sure to shine the spotlight on your USP.
- Be current. You’ve got to be in-the-know with the who and what of the latest trends. Speak your target audience’s language to amplify your message.
- Be bigger. The latest creative ads seek to uplift people during such challenging times. Keep this in mind when you tell a story. How is your business trying to make a difference? Be bigger. Inspiration always works.
Do you want to delve deeper into creativity in advertising? PINC360 is here for you. With our digital marketing expertise and know-how, we can be effective partners as you bring your business to a whole new level. Drop us a message right here today!
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