The Message; Not the Medium

Being relevant is the challenge to most marketing strategies

. Relevance determines whether or not the ad will work. Come to think of it, every conceivable advertising platform will fail when it delivers a message that no one cares about.

I will attempt to outline some problems with your ads and how these problems could be addressed:

The ad did not stand out few people noticed it.

When you encounter this problem, you or your creative team are probably experiencing design fatigues. Just when you thought that every conceivable design has been developed for your greeting cards for example, pause for a while and try to get your mind off with whatever you are doing. There is no point in trying to squeeze something out of your mind when your mind is refusing to churn out new ideas. What you should do is to stop whatever you are working on and go outside. Outside is the place you want to be. Outside is where you will get your inspiration. Look at people, observe them. Pick up custom greeting cards, observe them. Watch a movie. Anything that will take your mind off whatever you are doing. There will be something that will inspire you to create an ad that will stand out.

The other option is for you to fire your creative team. They are simply not doing their core function anymore that is to be creative. They may have been with you for so long a time that they do not have anything new to say or do. Get a new team. Get new guys. The younger generation is more aggressive ad yes, more creative.

The ad was noticed customers did not care.

Hmmmsomething is amiss. What is wrong here is that your prospects did not care about your message despite the fact that you have a good ad. This just means that a good ad does not guarantee attention. You might have astonishing greeting cards but few people even cared to open them. You ask yourself why. Maybe because your subject or your message is irrelevant. What you want to do is to find out what makes people tick. Find out what people actually care about and talk about. Do not force the subject but let the subject speak for itself. Listen to what your prospect are talking about. Learn what motivates them then translate this to your message.

The ad's message was relevant - but it was unclear.

A blonde bombshell is no guarantee that you will have a good time when you hang out with her. She may be a pretty face but that is not enough to make a smashing date. In the same manner that pretty custom greeting cards for example do not always guarantee that they are going to be effective mediums. The solution here is to remind yourself that beauty may get in the way of clarity. Your objective is to develop an ad that will sell the product; not the ad that will win a beauty contest.

With all these, remember this basic principle: Ads that failed using one medium will usually fail in others. That being said, the more important factor in your ad is the message. The medium is just, well, a medium. More than the medium, your ad should have a relevant message. A message that is clear and that will drive home the point.

The Message; Not the Medium

By: Robert Johnston

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