We were talking with the agency today about what makes great beauty advertising. In the set-up for the review, the agency made a point that really resonated with me that I think is important for all marketers and advertisers.
This was the following.
(1) Be careful of asking the question, what makes good beauty (or whatever category you are in) advertising, as this may take you down a path of aping, emulating or following a path that is not really brilliant. You may have advertsing that is as good or bad as the rest.
(2) Your ads are being seen in the context of everything and if the consumer is seeing 2000, 3000 or more messages a day - you need to stand out amoung that first and foremost. Never forget that great ads need to stand out and be great "full stop", and not just be the best or good in your category.
The point made was that universally, even if you are not in the market for sports shoes, people talk about and recognise Nike ads as great. People who do not even have a license will notice perhaps VW ads even if they do not notice any other car ad.I really like the point.
Don't strive great advertising in your category, strive for great advertising full stop!
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