Creating effective advertising under this magical spell
In this post, I would like to reveal the magical spell that every greatest advertising people keep in their heart. Say it aloud the spell: "A, B, C".
A – Attention: It is the job of advertising agency to create the attention of consumers to the brand. Now, it is getting harder and harder as the consumers' span attention now is much worse than a goldfish's memory. Effective advertising, first of all, must capture the audience's attention among the cluster, makes them stop for a while and spend some time on it consciously.
B – Branding: If the audience notices the advertising, but they don't know what the brand is, then advertising hasn't done its job. Actually, it is the concern of most clients, who always fight for their logos to be bigger, their colors to be more dominant.
C – Changing: Finally, effective advertising brings about a change of behavior. Whether it is brand awareness or preference or attitude, at the end of the day, advertising should deliver the campaign behavior objectives.
In your opinion, which do you think is the most difficult criteria to meet?
Got your opinion, yet?
From my point of view, Changing is not difficult. Changing involves a strategic planning process, based on research and understanding of the consumers. This process is plainly analytical and pretty straight-forward. We can tell easily from an idea whether it can bring "Changes" or not.
The same thing happens to Branding. To achieve effective Branding, consistency is king. Focusing on the execution of the idea, we can achieve Branding easily. For example, to ensure "Branding" for Coca-cola, we can think of red and the very unique text font of Coca-cola.
Finally, Attention, in my opinion, is the hardest thing to achieve. There are 24 hours a day, but the information load in this era is increasing every second. The information age has made Attention the most difficult thing to create.
The model above is our traditional information-processing model that decides how advertising worked before. It is called the AIDMA model (Attention - Interest - Desire - Memory - Action). The focus of this model is creating Attention in order to motivate customers into Action. In the new age of digital and sharing, all advertising agency have a new approach which has a new objective. It is called the AISAS model (Attention - Interest - Search - Action - Share)
In this post, we are not going to discuss about these models and how the AISAS is more preferable in the new age. What I try to show is, at the end of the day, whatever models we use, Attention is the first and most important thing we should be able to deliver.
In the Brainstorming process, everyone would like to look at how unexpected the idea would be that can catch the audience attention. It is easy to think of some trivial ones that sound logical and is expected to bring ok results. However, when doing advertising from a strategic view, ok is not good for business. Ok is just for surviving another year. Growth can only be achieved via excellence. And that excellence of business starts of the ability of advertising to have the customers attention.
But how to get people's ATTENTION?
To get people's ATTENTION, the idea should be REMARKABLE. I would like to quote this word from Mr. Seth Godin in his famous TED speech, because in terms of lingual expression, Remarkable is a very expressive and whole word. If I tell you that I have a REMARKABLE idea, would you be interested? I believe you would, because I was very amazed by the word itself when Seth Godin said it.
Being REMARKABLE is, firstly, being different. No ideas are original or new, but they can be different. Just like different respective of an object, you can be different by exploiting different angles of an ancient idea.
Secondly, being Remarkable is being unexpected. Everyone is amused by something that breaks the normal daily boredom. For example, a record huge statue in the middle of the city, a red dog or a naked man. Being unexpected can make people gaping their mouth in surprise. People will notice the unexpected and even share it to other people.
Finally, being Remarkable is being positive. No one would often exclaim something is so remarkable in a negative tone. Creating scandals to bring attention is not remarkable. It is a short-sighted and amateurish method. Being positive will spread good news about you. You can argue that in some cases, being negative but creating successful Word Of Mouth can bring effective sales, as well. True, there are some cases like that. However, there is no need to argue whether we should use dark tactics like that, because this relates to Ethical issues of Advertising.
To sum up, being REMARKABLE is being different, unexpected and positive. By being REMARKABLE, advertising can catch the customers' attention, that would continue to lead them into the pipeline towards purchases and sharing.
What is your opinion?