4 – Getting the Creative right – Part 1 Creating the story

#12TipsforChristmasCampaigns

Before commencing the creative journey you need to decide what your story is. How can you build the picture to sell your product or service?

We always start with considering the following questions:

What’s the benefit?

Whether selling a product or service, how does it benefit the customer?

For example, if that product is a toy, then the benefit could be keeping the kids happy for hours.

If it’s a service, such as a restaurant, then you are building a picture of the food and atmosphere, making it a desirable destination to be.

Create Character

The visual creatives should represent the audience that you are targeting to make it relatable to the potential buyer.

As an example, if that’s high street fashion it could be a younger market, so you should identify what appeals to that market and build that into the story. The people featured should be your target age bracket and should be involved in activities that appeal to them. Currently, that could be tik tok for example.

If you have a more premium fashion brand, the audience could be older and therefore the story needs to reflect that.

WIFT (What’s in it for them)

Your prospects and customers want to know what’s in it for them and your marketing campaign should reflect that.

Again, the story that’s created should weave that into the narrative. This could be subtly; it doesn’t have to be a tick list of reasons to purchase (although that can work too!)

Keep it simple:

Although there are no official figures, the average person is now estimated to encounter between 6,000 to 10,000 ads every single day. That means that you only have a few seconds to get someone’s attention, so make sure that you keep it simple and to the point.

Call to action

Whether it’s a hard sell or a softer story, make sure that you draw a conclusion and ultimately a call to action.

Once you have considered the answers to these points you are on the way to building your buyer persona.

Our next #12TipsforChristmasCampaigns focuses on creating a personality for your campaign.