Looking to get creative with your creative? We’re digging into three common creative mistakes marketers are often guilty of and how to fix them.
Rather listen than read? In this week’s podcast, Level Agency’s Creative Producer, Sean Wade, delves into marketing creative and its impact on ad performance. Check out our most recent episode of Test. Learn. Grow. to hear the full conversation.
Creative – a word many marketers use to describe themselves. An attribute we all strive to have, because with creativity comes new ideas, new ways of thinking. And with that comes new ways to position our brand and gain new customers. But what does creative really mean?
Most people use creative as an adjective: “That photographer is so creative,” or “That author has such a creative way of writing.” But as marketers, we know that it also takes on a different meaning. We use the word creative as a noun, as well. Creative refers to anything that is going to be displayed in an advertising campaign. Any images, copy, videos, animations, etc. fall under “creative.”
So, what mistakes are we frequently making with our marketing creative, and how do we avoid them?
1. Be specific:
A common mistake made in marketing is trying to please everyone all the time. It’s not necessary and frankly, not possible. Focus on what your product’s place in the market is and who you’re advertising to. For example, Ford doesn’t try and market itself as the best cars in the market to try and please everyone. They know that their vehicles aren’t going to attract the type of customers who are deciding between a Ferrari and Rolls Royce, so they don’t try to include them in their strategy. Instead, they focus on their target audience and advertise the fact that their vehicles are good, reliable vehicles that you can get at a reasonable price.
2. Make sure your visual creative aligns with a message that resonates with your audience:
To have a compelling ad, you need all components to align. To go back to the Ford example, if Ford created a commercial and the voiceover was something along the lines of “Ford is built tough for the hardworking, everyday people,” and the video was a Ford F-150 driving through the streets of Dubai and pulling into a 5-star hotel, the commercial probably wouldn’t resonate well with their audience. That’s why it’s important to do your homework. Know who your audience is and make sure your ads are consistent with what they’ll respond positively to.
3. Keep it simple:
There’s no need to try and do everything at once. You’ll have tons of opportunities to launch new campaigns and become more granular with your ads, so try and focus on one thing at a time. If you have a sale, focus on advertising that sale. If you have a new product, focus on advertising that new product. Don’t try to jam-pack your ads with multiple different ideas, it could end up being not just overwhelming for your customers, but also distracting.