Effectiveness of all marketing communications can be broken down with 60-20-20 rule:
60% – Offer
20% – Channels
20% – Creativity
From the start, let’s say the offer (e.g. message, content etc.) is the most important part, and although creativity is only 20%; you must never underestimate this part. The biggest problem with it however is making sure creativity is channelled in a right way. In order to do so, one must clearly understand the following rules.
- Never forget the audience
If I could have a penny for every time, I remind our clients, colleagues and friends, I wouldn’t need to work ever again. Key to this is relatively simple, do your research, segment well and you are on the way to success.
Let’s start with research, this will largely depend on your business itself. If you’re a local bakery. you wouldn’t research the entire world but would also need to be familiar with the trends in your industry.
As an example, you might start advertising low calorie options or starting to offer smaller sets of delicious pastries. This is an example of psychographic research, where you see that people are more generally aware of their health. So, your offer is pastry sets (60%) and the creativity should be health aware message (20%).
2. Don’t get carried away
Today, there is a variety of design & creativity tools at your fingertips, and it is very important to remember less is more.
When reaching this step of actual design, it is important to remember the last step. After all, your audience picks the channels for you and not the other way around. If we continue with our bakery example, most likely your budget is not going to be big so most likely the owner will opt for social media; which is especially great when you want to target local.
The biggest problem with it is what we call ‘deadscroll’ (when a person just mindlessly scrolls through the feed until something exceptional catches your eye. First thing that springs to mind is ‘Let’s do a video or an animation‘ because everyone saw the stats that videos deliver better results than images.
However, this is where a little problem creeps in and it is that those videos delivering better results for brands already have established followers interested in the content. So, when deciding on the media type for creativity, remember eye-catching and interesting and not what everyone else wants you to do.
3. Interaction, interaction & interaction
After the message is published, you will need to plan and provide options for what you want people to do and how will they interact with the message.
Again, our local bakery should provide above mentioned info but it also might show its location for new customers or to remind existing ones about its location. This, by no means is the only aspect available, there are also web links, shopping, reviews etc. Those options should be chosen carefully (less is more) depending on the objective in mind.
Increase sales online gives them a website presence, given by a local map. Also for local businesses partnerships are key. Our bakery could make connections with a local gym to advertise healthy treats.
Last but not least, make sure you keep track of everything you do. In today’s online world, you can measure nearly everything on minute basis. There are plenty of free tools out there to help you do it. Facebook ad measurements, Pixel and Google Analytics are examples of a few to name. Remember collecting results is not only to keep your campaign on track, but also for future research.
In conclusion, make sure you keep to the rules and you will be on track for success!