One truth remains constant in advertising: the client's objectives always come first. Designing an effective ad goes beyond more than just visual appeal and aesthetics. The ad creative process is a carefully orchestrated dance pivotal in achieving the client's ultimate goals.
In this blog post, I’ll explore the relationship between the ad creative process, the client's goals, and the importance of understanding the target audience.
The Call to Action: A Gateway to Success
The client's goal is always to get results, which is the BMG360 way. However, the path to achieving those results varies based on each client's unique goals. Some may want to generate customer interest, while others strive to sell products, collect data, or boost brand awareness. No matter the objective, the call to action is the foundation of success. The whole thing could look really pretty, but the only thing that really means anything is the call to action.
The Power of the Call to Action
While aesthetics contribute to an ad's visual appeal, the true essence of success lies in the call to action. The CTA serves as the gateway for potential customers to become engaged participants. Whether it's a phone number, QR code, promo code, or URL, the CTA directs the audience's actions and determines the campaign's effectiveness. It's the first building block in the creative process, dictating the entire ad structure.
Tailoring Creativity to the CTA
The ad creative process revolves around the CTA. Once the desired action is determined, the entire ad is strategically crafted to drive the specific audience toward that action. Every element, from design to messaging, revolves around the CTA. Whether it's an online banner, a billboard, or a direct mail piece, the CTA shapes the creative direction, ensuring a cohesive and effective campaign.
Creative Tactics for Varied Audiences
Advertising is not a one-size-fits-all industry. The effectiveness of creative tactics depends on the client's needs and target audience. A notable trend in recent times has been the resurgence of QR codes due to the pandemic. More people have learned to use and appreciate them, and companies have found innovative ways to diversify and improve QR codes for a broader range of customers.
Adapting to the preferences of distinct demographics is equally vital—especially between older and younger audiences. While elderly clientele may prefer more traditional methods like phone calls, younger generations are drawn to the convenience of scanning QR codes. This shift in preferences underscores the importance of keeping a finger on the pulse of societal changes and tailoring creative strategies to resonate with diverse audiences.
Understanding the Audience: The Key to Effective Advertising
As we know, the target audience is the bread and butter of any successful advertisement and campaign. This knowledge is the catalyst that propels the creative process in the right direction.
For BMG360, the first question asked of a client is, "Who is your target audience/main clientele?" This question sets the tone for everything that follows, ensuring that every creative decision aligns with the intended audience's needs, behaviors, and preferences - to ensure the campaign isn't a shot in the dark.
However, this level of understanding extends beyond surface-level demographics. It delves into the nuances of a person's preferences, habits, and interaction choices. Whether it's a mom, a caregiver, or a tech-savvy young adult, crafting an effective ad campaign necessitates unraveling how the audience seeks information and interacts with content. This knowledge empowers advertisers to fine-tune the call to action, thus elevating the chances of achieving the desired results.
The ad creative process plays a pivotal role in achieving client goals. By weaving together creativity and strategy, BMG360 advertisers craft campaigns tailored to each client's unique objectives. As the heart of the creative process, the call to action directs viewers toward the desired action and shapes the ad campaign.
Moreover, understanding the client's target audience is the linchpin that drives success. Through this understanding, creative tactics are devised and executed, ensuring that the message resonates authentically and effectively with the intended viewers. In the dynamic realm of advertising, the marriage of creativity and audience insight stands as the cornerstone of success.