Thursday, November 12, 2009

Procrastination, The Art of Thinking.

Creatives always seem to look like we are not doing much of anything. We walk around from office to office. We get up from our desks a lot. We wander over to windows. We email. We play with our toys. We bother Account Service people and play jokes on them. In short, we procrastinate.

Here is a great little video about that very art. Do take some time to watch it. It's wonderful.

Which made me think. Procrastination might be putting off something we need to do, but mostly for creatives, it's allowing your brain to take the time it needs to solve a problem in a new creative way.

So watch the video. And then get back to work.

Tuesday, November 10, 2009

Simple, Engaging Creative. Less is More

To all the marketers out there who get scared and nervous by whittling down a message to a single focus, I say, "Be brave." It works. And it engages. And if you try to pack 3 or 4 messages in an ad, the only message you'll send is that you can't make up your mind and you aren't worth paying attention to.

Strive for work that can be reduced to its simplest form. This McDonald's ad does just that in a clever way. Using their signature french fries to communicate that you can get not only the food you love, but Wi-Fi, too.

Tuesday, November 3, 2009

New Study Shows CTRs are Down 50%. So Let's Do An Online Campaign, Now!

I have always maintained with my clients that click through rates (CTRs) on banners are not exactly the end-all, be-all of a banner campaign. Because instinctively, as a marketer, I know that people are still getting the message. Too many studies have been done to assert that fact, too. We take in a lot of information on a subconscious level as consumers.

And now a new study backs it up. You can read more, here.

But the gist is that people clicking your ad can't be the sole basis of how you judge your banner campaign's success. The bottom line is this: if you notice a shift in your sales or leads, you can thank your marketing. The reason to have any lead gen campaign is to get leads. And if you are, then don't shun your banners for low CTRs. I have this conversation about print ads, too.

I hear things like, "Well, we didn' t get any calls off our print ad campaign." But what they don't think about is that indeed the print undoubtedly generated support and awareness. So when someone saw a banner ad related to it perhaps then they clicked, or perhaps then they went to the website or picked up the phone. That's how marketing works.

So don't be so quick to judge on what you THINK you don't see.