Creating an effective advertising campaign involves far too many variables – a well-researched understanding of target demographics, a stellar creative team, great artwork and a strong financial investment. You’d think that with all the odds stacked against merchants and business owners, a successful advertising campaign would be improbable to find.
But they do exist. And we’ve all met them. Companies like Volkswagen, Nike, and even Maxwell House (“Good to the last drop…”) have run hugely successful advertising campaigns by offering what many of their competitors couldn’t – a connection with their audience.
After the pithy tag lines have been brainstormed, the layout has been glossed over and the art department’s packed up and gone home, the campaign needs to be strong enough to take on a life of its own. And if the human connection is missing, it’s not going to live for too long.
If you mull over the idea, it makes sense – after all, why would people want to stand in line to purchase a product that they couldn’t relate to? A human connection and a lifestyle choice are at the heart of a successful campaign. But first you’ve got to get their attention.
How? Our top three.