It’s easy to think up ideas for one-off ads, but it’s a bit harder to come up with concepts for ad campaigns. Yet, despite the added difficulty, in the end a campaign is always the best way to get customer buy-in and generate consumer interest and new leads, and because of its versatility, it will save you precious time!
Expandible Yet Succinct
You know you’ve discovered a good idea for your campaign when you have something you can expand on but the essence of which could fit on a fortune cookie. Simplicity is important. You don’t want to send a message to your customer that is too hard to grasp, but at the same time it must be malleable enough so that it can be explained through different ad concepts.
Think of the Allstate ads. They posit many different scenarios involving car and home insurance, but the theme (and in this case the slogan) for each is the same: “Allstate. Are you in good hands?” This campaign furthers their brand while giving them the versatility to create ads for many different mediums and audiences.
Diversify Your Delivery
And that’s what makes a good ad campaign so special. You can take a common thread or theme and spread it throughout all your different outlets in slightly different ways. You can focus your content and make it more interesting to the unique personality of your audience.
For example, your Facebook followers may have a different “feel” or personality than those who follow you on Twitter. The way you approach your Facebook followers may not work for your Twitter followers and vice versa. Working within a particular theme, you are able to tailor your content to your followers. Because you have a large, over-arching idea you don’t have to (and really shouldn’t) copy and paste the same ad to both sites. Instead you can take the theme and create an ad suitable for each individual audience.
So don’t continue wracking your brain for single ad ideas, expand your concepts and create a campaign!
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