Although businesses are trying to veer away from the idea of appealing to the emotions of their target market, the fact still remains that an ad campaign which strikes the heartstrings of prospective customers really do work. Creativity may be important but it is only secondary. Effective ads are those which inspire a sense of want or need within those in the target audience. Being able to do just this will make any ad campaign extremely convincing securing businesses of ROI. But moreover, being able to launch such kind of campaign will not just help with the sales but also with establishing your brand.
The trickiest part of advertising is that the job is never done. After you launch a successful campaign that does not mean that you and the rest of the company or organization can call it day. When customers and potential customers are exposed to the same marketing strategy and ad for an extended period of time, they will begin to lose interest in the entire campaign and the ad’s effectiveness will slowly wane. That is exactly the reason why corporations feel the need to reinvent themselves again and again. This is to continue to exact and retain brand loyalty.
So how can businesses create a good ad campaign? There are three methods of doing so – single benefit, characterization and narrative. All of these strategies have the potential of working as long as they are used appropriately. The single benefit methodology links a product or service with one advantage that consumers cannot find from its rivals. For instance, a dental clinic which offers spa services along with the standard dental procedures can include this fact in their ad campaign. Characterization centers on a person who talks about how he or she found the product or service extremely helpful. Finally, narrative method involves the evolution of a story starting from the problem to its resolution. Regardless of what strategy a business decides to utilize, it is important for target customers to relate to the campaign. For instance, the dental clinic in the example above might play off their busy patients’ desires to relax while have important dental procedures done on them at the same time.
Advertising campaigns might help but sometimes they are not enough to seal the deal. Complement ads with marketing and sales promotions to really entice your existing and potential customers to make a purchase.