Colours of Advertising

THE GOLD STANDARD

BY KATHERINE COTT CHIEF OPERATING OFFICER & CO-FOUNDER ADVERTIISE.COM

When we hear the word “GOLD” our minds instantly recognize this luxurious hue as a top tier level of achievement. Whether you’ve won a race, or perhaps an Oscar nomination you have been honoured for your accomplishment with a GOLD award. CONGRATULATIONS! You have hit the highest apex of success.

In the Advertiise world, there is a similar GOLD standard when we look at creative messaging. As Artisans and Small/Medium Enterprise (SME’s), it’s okay to be proud of your accomplishments. This is your time to draw attention to yourselves. We are living in a world of information overload. It’s a constant race between advertisers on how to effectively engage and captivate the consumer market.

Let’s take Coke vs Pepsi as an example. It’s one of the oldest creative races of our time and it’s still in play today. They have both shifted their messaging over the decades to inspire and influence consumers of all generations. Both have won GOLD creative awards.

To give you an idea of how much our daily consumption of messaging has changed, in 1970 the average person engaged with 500- 1600 ads per day, 2007 it was an estimated 5,000 ads per day, fast forward to 2022 with the average engagement 6,000 – 10,000 ads EVERY. SINGLE. DAY. That is absolutely CRAZY! I bet you’re left pondering, How is this even possible? Are there enough hours in my day? The answer is YES!

Enter the ever-expanding connected world with the addition of new viable media channels to reach your audience. As a marketer, we are active participants alongside our clients (much like a Coach to an Athlete) as we strategize on how to win the mindsets of the consumer using GOLD standard inspiring, and unique creative messaging. It often starts with a visualization exercise. Channel that inner GOLD confidence. Athletes do it, Artisans do it, and SME’s should understand the techniques of visualization - it is extremely powerful.

Three questions to think about:What is your current state of business?Where do you want to go?

Who are you competing with for a share of voice?

Based on these three questions alone, we open up an abundance of GOLDEN intel we can use to formulate our inspiring creative messaging following these 4 simple tips.

4 GOLD STANDARD TIPS ON HOW TO CRAFT INSPIRING, CREATIVE MESSAGING

1. Memorable: Great ads must be memorable! It’s YOUR time to show the world that your product or service has arrived. You only get one chance to make an impactful first impression. Today’s attention span of the average consumer is between 8-15 seconds. This doesn’t necessarily mean you have to squeeze in all your messaging within this timeframe however the first 8-15seconds should start with an “AH HA” moment. Be charismatic, capture the consumer right from the start. It is true that messages containing humour, shock and awe, and irreverence are deemed more memorable, so let your creative juices flow.

2. Shareworthy: People like to be told stories. This is your opportunity to tell your ideal consumer about yourself and your offerings.

This is the time to be your authentic self. When emotions are evoked.

A sense of trust and affinity are created and you are relatable to your ideal consumer.

People also like to share aspirational messages and experiences via their social communities both on and off line.

GOLD is the hue of abundance and prosperity. If you follow these 4 GOLDEN tips to create inspiring messaging you are sure to win the creative race and you don’t have to run this race alone. When it comes to writing and producing great creative there are many talented freelancers ready to jump in and run with us to build GOLD winning content.

3. Value: You will win the creative race if you can communicate your value proposition in a powerful format. GOLD is the hue of sophistication. How do you use this mindset to influence your consumer is fairly straightforward. Are you solving their problem? Are you saving them money?

Are you saving them time? Are you offering an exceptional one of a kind product or service? Enlighten your audience with what you have that benefits them like no one else. After all, you are the best at what you do.

4. Invitation: In marketing terms this is referred to as “the call to action” How do you want your consumer to interact with you? Remember 6,000- 10,000 ads per day to an average consumer is information overload. You made it across the finish line by grabbing the limited attention of your ideal consumer with your inspiring creative messaging. Now it’s time to invite them to really connect with you. Be straight up and to the point. Are you offering a limited amount of space to an event, or perhaps you have limited inventory available to sell? Please book in now or contact me here.