When it comes to all things marketing, the obvious answer to any question about investing should always be based on the return generated – the ROMI. By that definition, creative that is good yields stronger results. What is good creative and how do you know when you’ve found it?
Creativity drives likeability. As people, we are drawn towards the things we like and what we find fascinating, filtering out everything else. We eat with our eyes. Visual design triggers far more than just delivering a message, including product/service quality and value.
In a cluttered, complex world we all want shortcuts. Good creative connects using emotion first, we are all emotional beings who occasionally think. It’s the emotive that drives the ROMI – by engaging and attracting a broader group of prospects, especially those who don’t know or don’t really care. Rational messaging plays a secondary role, important in the buying journey but recognised as being of value only by those who are actively ‘in the market’.
Developing good creative starts with objectives and a strategy. How do you recognise genius? We use tools to curate creative ideas. Having definition about the brand, the brand assets and what will drive sales growth makes the process of assessing creative objective. It focuses the debate on what matters most.