Creative campaign: 5 ways to communicate with creativity
Mar 5, 2024 3:26:47 GMT
Post by account_disabled on Mar 5, 2024 3:26:47 GMT
Because creativity always pays off! Why is it important to create a creative campaign? We know well that the companies' battle takes place in the field of attention : whoever manages to enter the consumer's mind even for a few seconds a day will have been able to penetrate that solid barrier of indifference that protects him from the infinity of contents with which comes into contact every day. Let's start with some evidence on today's consumer : • His knowledge of brands is superficial and he can rarely indicate what differentiates one brand from others; • As a result, brand loyalty is quite low; • Brands are rarely the subject of his conversations and, even when they are, they are touched upon in passing, like details in a story; • Building relationships with brands is not considered a priority. Consumer choice is rarely based on brand loyalty Contrary to what one might think, companies rarely choose to implement highly creative campaigns , which are instead reserved for the launch of new products or for brands that have little impact on the company's profit.
Small companies are more inclined towards this type of investment . The cause lies in the lack of knowledge of one's audience. In fact, the fear is that the results achieved by the brand will be destroyed by a campaign that deviates from the promotional activity implemented up to that moment, and therefore the implicit message that the creative campaign brings with it will not be understood Belgium Phone Number by the public or will be understood incorrectly. Because a creative campaign is never a waste However, let's clarify one thing first: creating a creative campaign is never a waste. In fact we are talking to an intelligent consumer , who has learned to carefully and judiciously select the messages that come to him from the outside.
A creative campaign tells him something important about the brand, namely: • “Ours is a quality product, because we have invested a lot in it and it shows” • “Ours is an innovative and intelligent company, because it is capable of transmitting messages outside the box” • “We are a successful company because we can afford not to save on creativity" All positive messages don't you think? But let's see in more detail what the implications of a creative campaign are. First of all, the benefits of creativity manifest themselves in the long term (at least six months) because they are linked to emotional aspects . In fact, advertisements that convey rational messages influence consumer behavior more quickly, but consumers will not have developed a particular attachment to the brand or product. On the contrary, creative advertising lays the foundations for a lasting relationship , so much so that the consumer is less sensitive to price, agreeing to spend more on those brands that communicate in a new way. The originality of a campaign makes the brand more easily a topic of conversation between people and word-of-mouth is a very powerful tool capable of impacting market performance.
Small companies are more inclined towards this type of investment . The cause lies in the lack of knowledge of one's audience. In fact, the fear is that the results achieved by the brand will be destroyed by a campaign that deviates from the promotional activity implemented up to that moment, and therefore the implicit message that the creative campaign brings with it will not be understood Belgium Phone Number by the public or will be understood incorrectly. Because a creative campaign is never a waste However, let's clarify one thing first: creating a creative campaign is never a waste. In fact we are talking to an intelligent consumer , who has learned to carefully and judiciously select the messages that come to him from the outside.
A creative campaign tells him something important about the brand, namely: • “Ours is a quality product, because we have invested a lot in it and it shows” • “Ours is an innovative and intelligent company, because it is capable of transmitting messages outside the box” • “We are a successful company because we can afford not to save on creativity" All positive messages don't you think? But let's see in more detail what the implications of a creative campaign are. First of all, the benefits of creativity manifest themselves in the long term (at least six months) because they are linked to emotional aspects . In fact, advertisements that convey rational messages influence consumer behavior more quickly, but consumers will not have developed a particular attachment to the brand or product. On the contrary, creative advertising lays the foundations for a lasting relationship , so much so that the consumer is less sensitive to price, agreeing to spend more on those brands that communicate in a new way. The originality of a campaign makes the brand more easily a topic of conversation between people and word-of-mouth is a very powerful tool capable of impacting market performance.