Let's talk about advertising

It's incredibly difficult to create ads that work! All marketers know this frustration, but the really good ads stand out and are remembered.

That's why it's worth spending time on the creative process.

Specsavers, chain of opticians, recently did an impressive advertising campaign where they placed giant posters on buildings around Norway with messages that belonged to completely different cities and countries.

The effect of the slogan “Should have gone to...” has built their brand super strong. This has taken several years and they have invested heavily, but the most important thing is that they have been consistent. At the same time, the message is relevant and charming. This must give headaches to the competitors.

A good ad is characterized by:

👀 Eye-catching. Use strong colors, contrasts or movement to capture attention

📍Message. Clearly communicate what you deliver and the value you provide.. Keep it short, and preferably with humor.

📍What do you want the customer to do? Have a clear call-to-action button that says “Read more”, “Buy here” or “Try for free”.

📍Relevance. Say something that is relevant to the target audience. No matter what you deliver, it won't suit everyone. Speak to your core target audience.

📍Trust is everything. Be consistent in your expression so customers recognize you. It takes time to get to know a brand and you won't be able to do it if you create a new design all the time. Recognition is the way to a top-of-mind position.

Test, learn, adjust and grow

Marketing doesn't have a final answer, you have to constantly adjust, but avoid big changes that take you back to square one.

For example, when food products change design, they always make small changes. If the taco sauce had suddenly turned blue, we wouldn't have found it - and that creates personal chaos when you run through the store on Friday on your way home from work.

If you make the right choices and build a strong brand, you can later expand into other categories and increase profitability. I think Swix, is ​​a great example of how you can expand your business area from just ski wax to a full clothing collection.