How Important Is Creativity in Advertising?
When it comes to direct mail marketing and advertising, creativity is the most important aspect. It is the most efficient way to create memorable, long-lasting impressions for your prospects, and it is a great way for you to build a fan base faster. How does creative direct mail advertising work? Here’s what you need to know about how the two work together, plus some creative direct mail marketing ideas to get you started.
Image Source: istockphoto.com/phototechno
Any marketer knows how competitive advertising can be. You can spend weeks trying to think of a new, unique campaign to share your new product or service with your target audience. With the popularity and exposure of digital ads, planning a print advertising campaign that succeeds can be a frustrating and stressful process. But there is one simple trick to standing out from your competitors: creativity. The main reason why a consumer will take the time to read a flyer or open a letter is because of something that intrigues them. Whether it’s a glossy card that explains why your new product offers value or a creative origami cube that gets their attention, it’s time to think outside of the box in terms of your advertising campaign. If you want to know why creativity is your secret to success and how you can get started, keep reading.
Why Creativity in Advertising Is Important
One of the benefits of using a creative direct mail ad is that it provides a tangible way for prospects to connect with you. When people shop online, they are bombarded with video ads, remarketing, and all other kinds of product placements. It’s second nature to click the “x” when an ad pops up, or fast forward a YouTube video to skip the commercial. By delivering direct mail ads to your customers and prospects, you get your message right into their hands, making it more difficult for them to ignore or dismiss you.
Part of a Digital Strategy
Creative direct mail strategies are also a helpful tool to connect prospects and customers to your web site or online store. They can access your social media platform, send you e-mails for more information, or call you about a purchase. This multi-channel approach helps you make more of an impact on your audience and expands your reach.
You can make your advertising campaign anything but normal. You are more likely to grab your audience’s attention by using elements that are rare or surprising, and that stray away from commonplace or obvious ideas. By focusing on the uniqueness of your ideas, or the features that you want to sell, your ad can tell the story that you want to get across in an interesting way.
Another good tip for your creative advertising campaign is to link your product to different uses or ideas. For example, if you are selling a multi-purpose cleaning product, show images of all of the different ways that it can be used. Showing how your product can serve multiple functions in a consumer’s life will add value to your ad.
Take care to make sure your ad is high-quality and shows appealing visuals and font. The production quality should be top notch, you should include clever descriptions, and use an original color palette that reflects your brand. Consumers are often drawn to ads that don’t look like traditional ads, but are more of an art piece.
Tips for Creative Direct Mail Marketing
With more and more businesses sending out online and direct mail ads, you’ll need to make a personal connection with your audience to cut through. You can include personalized messages at each point along the direct mail chain, such as a photo of the company leader on the first ad, or a handwritten note to a customer after they make a purchase.
Keep it Simple
There’s a balance you need to maintain when creating an interesting direct mail marketing piece. It shouldn’t be boring, but you also shouldn’t overwhelm readers with too much information. If your ad looks unique, has all the important details you need your audience to know, and is easy to read, you’re on your way to success.
If you want to push your audience to take action in the near future, you should provide discounts for a limited time. For example, if your organization is promoting eye exams, you can offer 50% off if the consumer comes with a family member or friend. There are many different ways you can include discounts in your ad campaign, but be very clear about what benefit the consumers will receive.
Define Your Reasons for the Offer
Readers subconsciously want to know why you are offering the products or services that you are. By explaining the purpose of your products and services you can give prospects peace of mind, and help them respond to your ad.
Provide a Strong Guarantee
Your ad is either going to encourage readers to follow through for more information or make a purchase, or leave them disinterested. By providing a strong guarantee, such as “money-back” or “100% satisfaction rate” you will help them feel more confident about their purchase.
Include a Call to Action
There’s no point in making efforts to follow the above steps without a call to action. Your call to action tells your audience how to respond. It brings together everything that you just talked about, and provides a way for them to connect with you. For example, “Call us today for more information at…” or “Visit our web site at…” You can even include your social media usernames so they can stay up to date with future product launches and get to know your brand on a more personal level.
Attractive and Appealing Graphic Design
What you are selling is just as important as how you sell it. Ensure your ad is creative and attractive and stands out from the rest of the mail your customers receive. Your ad should connect to your audience’s interests. A few aspects to consider when creating your ad are paper quality, mailer size and shape, engaging copy, compelling graphics, a strong call to action (CTA), and your company contact information.
Solve a Problem
When consumers buy a product or invest in a service, they are buying a solution. As you form your ad, consider what problem you are solving, or how you’re making their lives better. This focus is what should come forward in your campaign.
Consumers only trust the ads they believe in, and although they aren’t expecting a magic solution, they do want genuine information. When marketing your product or service, shed some insight into what inspired your offer. Telling the story can help you customer trust you better.
Keep It Simple
We live in a culture that is bombarded with information. Everywhere you turn, whenever you go online, when you browse the Internet on your phone, information is everywhere. With all this noise and these images, your job is to create clarity and simplicity in your message. Be clear about who your audience is, and ensure that you are clearly stating the “why” and “what” in your ad.
Know Your Audience
Before you send out your ad, or even make it, you need to know who your audience is. While you may not initially know exactly who they are, you can target them based on the demographics of your ideal customer. Professional direct mail marketing agencies can help you by providing you with a mailing list that meets those criteria. By delivering your ads to a target audience, you can avoid wasting your resources on customers who would not be interested. For example, it doesn’t make sense to send dog food ads to households who are allergic to pets.
Use the Medium Wisely
Depending on what you are offering, you may also want to consider the type of format you use. Postcards are effective for most products as they cut down the envelope barrier that prevents many consumers from getting your message. However, letters are effective when distributing information about high-dollar sales and financial services.
Appeal to Emotions
Keep your message simple, relevant, memorable, and honest. Find a way to connect to your audience emotionally by showing instead of telling. You can use music, videos, images, typography, or sensation in your ad format to make a connection.
Paper mail is usually considered “junk” and immediately thrown out by readers, but if you include a product sample, your offer instantly becomes more valuable. Many companies specialize in creating product samples, and welcome their prospects to visit their web site or store to purchase what they like. For example, perfume samples are fun to include in direct mail, as readers can smell and be enticed to purchase the product.
Use Directive Language
If you want a response, you have to ask for it. Prompt your reader to respond to your ad by inviting them to come to your store for a discount or offering a discount code that they can use when they shop on your web site. Language like “FREE recipes,” “VISIT our store this weekend,” or “FOLLOW us on social media,” will drive them to act.
Use Creative Elements
Whether you use bright colors, a catchy phrase, or a unique format, it’s important to be creative to attract your audience. Content is also important, but if your reader quickly discards your print media marketing piece as soon as they see it, content quality won’t matter. You should ensure that you take the time to consider how you can appeal to your target audience.
Let Macromark Help You Create a Successful Ad Campaign
Creating a successful direct mail campaign will take careful time and consideration, but even with all the creative and unique design and copy at your fingertips, you still need to find a way to get your ad into the hands of your target audience. Mailing lists are a great way to find out who is in your target demographic, so you can make the most of your ad. There are many other benefits to working with a marketing agency, as well! They can help you develop your print media campaign, make use of remnant advertising to save money, and much more. But who can you trust to help you get your campaign rolling?di
Macromark has grown to become one of the leaders of the direct mail industry. We help our clients target consumers with precision through our comprehensive list offerings, and work with clients on placing effective ads in magazines and newspapers. If you are looking for a team to help lead your next direct mail marketing campaign, look no further. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
Latest posts by David Klein (see all)
- Tips to Reach Your Target Audience through Newspaper Advertising - March 24, 2020
- How to Capture a Reader’s Attention with a Newspaper Advertisement - March 16, 2020
- 8 Successful Retention Marketing Strategies - March 3, 2020