A guide to more creativity, emotion and effectiveness
You may think, great story, but how do I convince the people in my organisation? I can already hear you say: You probably don’t know our financial director? No, I (most likely) do not, but there are tools to show why investing in a creative message that revolves around emotion is a very rational choice. And I’m not just talking about the data from this study.
To further convince your colleague(s), there is also the handle with the term “creative commitment”. We owe this term to James Hurman and Peter Field. The short version? Committing yourself as a marketing department to a specific message/advertising in various channels, over a more extended period and with a sufficient media budget. The result? The ad/message is remembered, which is actually quite logical and rational.
Here again, the reflection to daily reality, take a critical look at what you or your organisation have communicated in recent weeks and months. When I look around me, I see people who have been mixing up new products, vacancies, webinars and homework polls in the battle for attention. To be perfectly honest, little or nothing has stuck, as it has often been brought to people’s attention only once during a short period of time. Your attention quickly shifts to the next item.
Creativity tip: Use memorable elements
Ok, we have the data from the research and the creative commitment, but are there other things that can help me towards more effective advertising? Yes, there are, one of those elements is memorable characters. Sorry, what? Yes, look at Salesforce for example and see the characters that are used there over and over again. Even without the logo, you can see it’s Salesforce.
This may be rationally dismissed as: we are a serious company that does not suit us. But then consider that it helps to be memorable and memorable messages can help organisations generate 10 to 20 times more sales. The research clearly shows that. If you’re not much of a reader, there’s also an on-demand webinar available. That might even convince that inflexible colleague you need to convince.
Let it be a handle and an inspiration
I don’t want to say that I know it all and do it all right, but I would like to inspire you, just as it has inspired me to take a critical look and see this study as a handle to make 2021 an even better year. Or as I said before: time to realise your potential even more!