Just Do It. Hey Mikey – – he likes it. Where’s the beef? We’ll leave the light on for you.

What do they have in common? They’re memorable and effective marketing campaigns that helped build the brands of athletic gear, cereal, fast food and motel chains. On an evening where we’re just as focused on commercials as we are the outcome of two teams, the power of a creative, memorable marketing message is evident. Consumers are eager for messages that speak to them, that entertain, delight or evoke an emotion. So, why is it that so many businesses place so little emphasis on their creative?

It seems elementary and far too obvious, but it is amazing how many advertisers run out of fuel when planning and executing their marketing campaigns. At the simplest level, a sound campaign consists of

  1. Identifying the target audience and the avenue to speak to them
  2. Reaching with adequate frequency to motivate
  3. Crafting a message that motivates your target audience to take an action.

Time and time again, I’ve witnessed businesses who strategize for months analyzing the type of mediums to utilize, the total market GRPs, the negotiation of rates and added/earned value only to quickly and haphazardly throw together the creative messaging. Wait! You’re not finished! The creative/commercial is YOUR story. It’s your conversation with your customer. It’s your chance to shine, court them and win them over. Yes, you may have selected the proper outlets and saturated the market with impressions, BUT if your message doesn’t engage and motivate, you’ve lost your opportunity.

Plop, Plop, Fizz, Fizz … tell your story and make it memorable.

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