A great creative concept will give your campaign consistency, memorability and cut-through. It’s an idea which appeals to your audience and can be used in a variety of advertising mediums to deliver a range of different messages.
We’ve all seen businesses who try to appeal to their customers either without a creative campaign concept at all or one with a ‘one size fits all’ mentality and unsurprisingly it doesn’t work. When was the last time you bought a pair of ‘one size fits all’ pants? Probably never because you want a pair that will fit you properly and feel like they are made with just you mind.
Consumers are hungry for content and ideas that uniquely appeals to them because after all…we are all individuals.
So how do you develop a creative concept to connect with your audience and elicit the ‘yeah that’s me’ feeling?
It starts with the basics: Know your customer!
So many businesses make the mistake of trying to appeal to everyone but this is rarely a good tactic. Unless you know who you are trying to appeal to and what motivates them then you don’t have any chance of piquing their interest or encouraging them to act on an emotional level.
To get the best out of your campaign, take the time to do your research and know your customers.
Developing a Concept
Often you’ll want a creative team, whether in house or someone like us, to think of a creative concept that will work for you. Regardless of whether you have a big or small budget, a creative concept can make or break your marketing campaign.
A great concept will capture the attention of your market in a way that will drive them to do business with you, a bad one will annoy potential customers and the worst go completely unnoticed. This is a time to BE BOLD. Shying away from concepts because you are worried it won’t appeal to some people might lead you to go with something inoffensive and… well, boring. In a world where advertising is everywhere, you’re just throwing money away. So when you see an exciting concept, go for it!
You don’t need a big budget to deliver a great cut through campaign… although that doesn’t hurt! What you do need, is to execute your campaign well. This means not only ensuring the production value suits the concept but also that your marketing strategy is on point. A solid strategy and placement will get your content in front of the right people at the right time so it can do it’s job!