The Idaho Ad Agencies blog covers the marketing, advertising and communications industry in Idaho. We do not delve into events outside of that scope or arena.
We now return to our regularly-scheduled programming.
We Don’t Need Better Creative
Yes, you read that right. We don’t need better creative. We’ve got enough good creative.
What we need is better work…
Let’s face it — in varying degrees (and the peanut gallery can argue about this all day long), everyone does good creative. And yes, some even do great creative. But the fact remains that good creative alone will not solve a client’s problems or meet their needs.
When was the last time a client came to you and said “I want an ad, a website, a brochure, a [fill in the blank]” without an accompanying “because…”? Client’s don’t want or need marketing and advertising just to have — just to sit back and admire. They want and need it to meet specific needs, address business challenges or solve problems. Creative alone (usually) does not solve those problems.
Creative, combined with a smart strategy? Now we’re getting somewhere.
A solid understanding of your customer? Your target audience? Well defined goals and objectives? These things are not optional. They’re the roadmap that guides everything. They’re what allows good creative (and yes, even great creative) to become effective creative. The work that moves the needle. The right combination of message and medium. Copy that’s written for a specific purpose to a specific audience, not simply because it might be witty or clever.
Good creative doesn’t make up for bad placement. A killer creative idea is only that if there’s a purpose to it — something that generates that spark in the client’s mind, and more importantly — in their customer’s mind. That’s when the real magic happens.
Yes, this could go on and on and on. But the fact remains — we don’t need better creative. We shouldn’t try to force an idea or a concept. We need better planning and strategy. That’s what gives guidance. It gives the creative a purpose. That’s what creates action beyond an ad, a website, a concept or idea.
That’s what makes for better work. That’s what moves the needle.
And that’s my challenge to you. What can you do to move the needle?
Just Because I Can
I’d like to take a moment to say “Thank You.”
To all of you who visit the Idaho Ad Agencies blog on a regular basis. Who put up with my observations, rants, random thoughts and commentary.
To those who take the time to add to the conversation by leaving comments.
And most importantly, to everyone who does outstanding work day in and day out, giving me a variety of material to write about. I couldn’t do it without you.
Thank You. Have a Happy Thanksgiving and enjoy a few days away from this crazy business.
-Brian
Your Thoughts: The Idaho Lottery
Yes, the Idaho Lottery is always a subject that will get people talking. It’s a high profile account and extremely visible work.
That being said, over the past month or so, what looks to be the first large-scale push for the Idaho Lottery from DaviesMoore has been making the rounds. To date I’ve seen television spots, billboards and banner ads, and it wouldn’t surprise me to find out that radio is also running.
I’m going to reserve judgement on the work, because I’d like to know what you, dear readers, think of it. Good? Bad? Indifferent?
The comment lines are open, but let’s keep things civil and professional.
Is it Better to be Bad than Good?
That is the second half of a question that’s been bouncing around in the back of my head for some time now (we’ll get to the rest of it in a moment). Allow me to explain…
When it comes to marketing and advertising, good is just that — it’s good. It meets the client’s objectives. It pays the bills and keeps the lights on. Good work breeds good work.
But is it memorable?
Bad work certainly is.
Let’s play a little game called recall. The topic: Advertising for local car dealerships. Television spots, specifically. Glamorous, I know, but it serves the point.
When I mention the following Treasure Valley dealerships, do you remember what their recent spots looked like?
Meridian Ford
Dennis Dillon
Edmark Superstore
Team Mazda Subaru
Lithia of Boise
Of the five examples above, which garnered the most immediate or strongest response? I would be willing to bet that it was Team Mazda Subaru. You know the spots. You’ve seen them. Thanks to some effective media buying they’re hard to miss. And that leads to the rest of the question:
If you’re not willing to be great, is it better to be bad than good?
Bad, in most cases, is just that. It makes people cringe. It elicits a strong reaction. But it’s also memorable. Despite your best intentions, I’m sure you can rattle off at least a half-dozen examples of bad advertising that you’ve seen over the years. And in each case, I’d bet you can remember exactly who the ad was for, and what it was about. Try as we might, bad ads are unforgettable.
But so are great ones.
The great ones do more than just meet the client’s objectives. They influence an industry. They change a culture. As those who study this business come to realize, it’s the great ads that set, and in many cases reset, the bar by which others are judged.
Lest you think this discussion is limited only to television, it isn’t — it applies to all mediums. The Bad / Good / Great distinction can take place anywhere. In broadcast, online, direct, even face to face.
In all cases, Bad is just bad — memorable, but bad. Good is effective and meets expectations. Great is a game-changer.
So how do you define the difference between good and great? What are you doing on a daily basis to push your own work from good to great? Does it matter to you?