A great campaign begins with an effective structure. The concept that creativity requires a chaotic approach is flawed.
Here are 10 steps that David Ogilvy uses to build great campaigns:
- Content dictates the creative process. Craft the content strategy first and test the content appeal with your audience to gauge reception.
- Build around great ideas.
- Give facts with transparency and candour to your audience so that they trust you.
- Make your offer stand out from the crowd.
- Charm your prospect into being your customer.
- Keep your marketing materials modern and relevant to the audience.
- Don’t let committees write your advertisements.
- Don’t fix what isn’t broken. Don’t be impulsive, sticks with what works. Just because you’re bored with a campaign, it doesn’t mean it isn’t effective.
- Write advertisements you want your family to read. This will contribute to the brand image. It’s difficult to change a brand image, it’s easier to start fresh. Shape your brand image around a personality to differentiate your offer. Avoid the race to the bottom through promotions and deals.
- Don’t copy others. Get inspiration from others if you need, but never copy.