ALL ELSE EQUAL, THE BEST ADS STILL WIN.
Firevine Advertising & Design • August 3, 2017 • Agency Thinking, Branding, Web Content, Web Design
We all have ads that annoy us – and these days – ads that trick us. They grab our attention and can be very difficult not to click. Who doesn’t want to know “what happens next” or what we’ve won as the “10,000th visitor”? So this means real advertisements – meant to drive brand or product awareness – have to work extra hard. But what does that mean?
Attention used to be the hallmark of a great ad. And all else considered equal, the ads that are able to first and foremost gather attention are in fact the ads that still win. But what happens after that ad is clicked? Or better yet, what happens after the product is purchased?
For an ad to truly “win” in today’s marketing world – with consumer control, ratings, rankings, web content, etc. – there absolutely has to be a promise that’s delivered on the backend. That’s what branding is all about. Actively managing the way people perceive your company and your products from the moment you build awareness to long after the sale.
At Firevine, we talk about this with our clients and the words we use to describe this active brand management are Authentic. Unique. Meaningful. It doesn’t matter if the project is website design, a digital campaign, or a brand overhaul. Making promises you can keep. Standing out from the competition. Maintaining relevancy with your target audience.
And, of course, figuring out a way to get peoples’ attention.