You’ve developed your marketing campaign, bought ad space, and yet, you’re still not seeing the sales you hoped. So what gives? Ad blindness. It’s a common experience that can make even the cleverest ad go unnoticed. With the internet at our fingertips, it’s easy to mass produce and distribute marketing. But most consumers have seen it all – or at least something very similar – so only the most creative will stand out.
Luckily, there are ways to get around ad blindness: you can redesign your ad positions, optimize your e-newsletters, or create a fresh look to your website. However, no matter what, you’re going to need to inject a little more creativity into your advertising. To give you a little push, here are 3 ways to breathe some new life into your marketing campaigns.
The easiest way to pull attention to your brand is to change the logo or design of your product. A new logo or product design is a reason to distribute press releases and organize special promotions. Remember the press explosion over the new Starbucks logo? And how about Coke’s new sustainability design? There is a chance that people may not love it, like Gap’s logo attempt, but it’s certainly guaranteed to spread the word.
Less is more. This not only applies to minimalism and blog posts, but also successful creative marketing. Don’t use twenty words to say what you can in five. Don’t use twenty images when two will do. There have been many successful campaigns that made use of just a single image and their company name. To announce the integration of free WiFi in all of their restaurants, McDonald’s used four fries to form a WiFi signal on a plain red background. Between the colors and the symbols, nothing more needed to be said.
Go to the Streets.
Yes, we live in an Internet-driven world, but we still go outside. Marketing is not limited to banner and text ads. Try some guerilla marketing to really get the creativity moving. A baggage claim painted like a roulette table to sponsor a casino? Brilliant. A urinal placed near the ceiling to promote Spider-Man 2? Genius. Consumers will always stop and take a second or third look at some really interesting and non-typical advertising.
If you’re not ready for some full-on guerilla marketing, how about renting a billboard and taking a creative or provocative approach? Billboards not only offer 500 brand impressions per dollar, but they provide a huge canvas for your potential creativity. Who wouldn’t double take at the living room IKEA set up on their billboard?
I get that these are all big budget examples, but the concepts can easily be adapted for smaller brands: change the shading on your logo, de-clutter your website, or put up some lawn signs. The bottom line is that change can be good. Change will make your customers take the time to acquaint (or reacquaint) themselves with your brand.
Are there some other ways that you can shake up your marketing campaign? Have you tried any?