I’ve worked on both sides of the business. Having been a client, I understand that it’s incredibly hard to have others present your “face” to the world. However good the ad team is, they still aren’t you and will have a different outlook on how to represent you and your product.
Often, small business owners haven’t first agreed to an advertising strategy with the professionals creating branding for them. This is part of the reason that clients are often unhappy, leaving campaign ideas to die ugly deaths. If there’s a low percentage of work getting approved something is wrong. None of us wants to waste time, energy and money. To cut down on negative outcomes, outline how the work will be judged and approved before it’s created.
Set up judging criteria that’s in sync with the creative brief. The criteria you detail will contain the appropriate questions the campaign needs to answer. Here are three areas you will want to include when judging whether the ideas are working smartly.
- What is your current advertising strategy and does the new work reflect this?
While this might seem a no brainer, teams can get side tracked and fall in love with a concept that really has nothing to do with the strategy. If the off-target idea is incredibly powerful, you might want to change the strategy but this is rare.
- Does the creative work reflect the key brand attributes that everyone has agreed need to be highlighted?
What are those key attributes and does the overall campaign touch on them in a way that’s memorable? Don’t build a laundry list and expect people to remember them but agree on a couple of key points people should take away after seeing the marketing.
- Does the creative work adequately address users’ concerns and needs?
Agreeing to the main needs that a product or service provides are important. All advertising is a bridge between groups, connecting them in ways that benefit both. Too often, work is created without really getting at the heart of what the consumer desires.
If these three areas are thoroughly worked out and signed off on, the goals are clear. Chances of getting appropriate work increases greatly. Taking the time to be sure that everyone has agreed to the outcome first will save a lot of time, money and headaches in development.