The power of ads

I watched a lot of TV when I was growing up. I still do.

Adverts now have a little less importance either because I can skip or ignore them through on demand services, or because my bullshit detectors have enhanced over time.

But there's still a core power to ads and targeted messaging that is scary.

And there’s even more power to an advert when it comes in the form of a story that you might not think is an advert. Which is even scarier.

Today's Thought for Thursday (on a Friday) is around how we can use ads and storytelling (not propaganda…) for good.

Priming

Pre-campaign, any advert needs to either have some remit within societal change, some knowledge of the organisation behind the change you want people to take, or a famous face or brand driving forward the behaviour.

Priming is key to this, certainly when it comes to brand recognition or recall. I might not ever buy Nike products – in fact, looking back over time, the only occasions that I’ve ever had a Nike item has been when they’ve happened to be the manufacturer of a sportswear item from a team I support.

But I do believe in the Just Do It principle. And can easily link it back to the brand, thanks to a lifetime of exposure.

Guinness’s Good things come to those who wait has probably had a more profound impact on my buying habits – you couldn’t ignore their adverts throughout the 90s and 00s, so when I finally became old enough to drink legally, it was among my first ports of call, and is still my tipple of choice. Possibly because of the taste, but certainly because of the campaign.

Then there’s Dr Pepper – what’s the worst that could happen? Once I did eventually get round to trying it, I haven’t looked back. Subconsciously, it has probably shaped a large chunk of my outlook on life.

The recall on these brands and adverts is strongest because they mostly hit the TV screens when my mind was a sponge and I was most interested in the programmes that their messages broke up. I was emotionally pumped for some sports, quiz show or cartoon. I pay less heed – consciously – to the adverts I see elsewhere around nowadays, but choosing the right place to position an advert is becoming less art and more science…

Platform

Choosing how to share your story, whether that be a reason to buy something or what you want people to do following your message, is important. But first among equals of consideration should be where people are going to learn about it.

Sometimes, in-person meetings, roadshows or conferences are perfectly suitable and fit for purpose; often, the decision makers might feel most comfortable with other people speaking directly with them.

Oftentimes, and increasingly so thanks to the data available behind web-based adverts, that message chooses to go online. Not always the most effective at converting people from idea to action, but certainly the quickest and easiest way of measuring the journey from exposure through to behaviour.

Whatever method you choose, remember that people buy from people – if you wouldn’t be interested yourself in what you’re providing, why should anyone else?

People

Audience is key, and you have to know a bit about why someone would want what you’re offering – that’s common sense across any field, let alone one where you can inadvertently commit millions in capital and thousands of hours of resource with no meaningful results.

More than that, ambassadors or believers in your cause are vital for the groundswell of buy-in, from your employees through to customers, from stakeholders through to media and community influencers.

That's why companies see advertising as more than just a design with your logo. It branches into brand personification, corporate citizenship and people-centric purpose.

Purpose

A good advert is many things.

A call to action. A drive to buy. An emotive incentive to do something to change the world around you, through a conscious or subconscious behavioural switch.

That doesn't have to stop with what is traditionally termed as an advert. Think Employer Brand or Corporate Social Responsibility. In an age of transparency, or at least of the potential viral effect of digital media, doing the right thing has never been more heavily scrutinised.

You are ‘selling’ an idea or lifestyle to people who want to feel comfortable being themselves, 2.0.

The downside comes from failing to meet expectations, so tread carefully through the quagmire, else your campaign will go down like Luke Skywalker’s X-wing on Dagobah.

Use your force wisely to resurrect it.