How Effective Is Your Advert? - George Tsakraklides

transcript

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6 TIPS FOR MAKING

AN ADVERT IN 2014

George Tsakraklides, MM-Eye

2 2 (not all day)

My job involves

watching adverts

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And using research to see how audiences engage with them

Yes

No

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=j0u3RUWFGwRnjM&tbnid=av8QISNZJY19CM:&ved=0CAUQjRw&url=http://olimpiada-kondratiev.ru/w/wp-content/uploads/2012/10/&ei=o4mgUtDdD6iw7Ab714HIAw&bvm=bv.57155469,d.ZGU&psig=AFQjCNGuGTGkOC_n12bpa50ZRagjpGGeSw&ust=1386339077572244

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But I’m tired of seeing the

same car crash over and over

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So I’ve made this presentation

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=VFdjezF10KjX8M&tbnid=jjR26nUWMwC_yM:&ved=0CAUQjRw&url=http://www.photos-public-domain.com/2012/08/23/happy-face-sad-face/&ei=GY-gUsOZFrL07AaUu4C4Ag&bvm=bv.57155469,d.ZGU&psig=AFQjCNHPxuNhiXpLVZA6SlPnfk9ubu2Qhg&ust=1386340482145691

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Don’t overload your advert

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It will Sink.

Literally.

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=N-1OQon_vHJNIM&tbnid=HQkOsgtrejNj4M:&ved=0CAUQjRw&url=http://www.transreporter.com/logisticsnews/6210/Cargo-ship-sinks-in-South-China-Sea/&ei=naCgUofXNIbd7QbZsoGYAg&bvm=bv.57155469,d.ZGU&psig=AFQjCNFnWwAMYLRLZ1YXrmf3_3w_Ae55Mw&ust=1386344930817638

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People will only remember

1-2 things from it anyway

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=tb85wBrU4-t0QM&tbnid=73O4PXsAepxX0M:&ved=0CAUQjRw&url=http://kottke.org/09/10/overloaded-truck&ei=BuOVUvCXIcrC7Ab9zYGYAg&psig=AFQjCNGtpWwWulIu_fKTZcgZQHQ4kB1zlw&ust=1385640775359133

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So if you want them to remember the

things YOU want them to remember…

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=tb85wBrU4-t0QM&tbnid=73O4PXsAepxX0M:&ved=0CAUQjRw&url=http://kottke.org/09/10/overloaded-truck&ei=BuOVUvCXIcrC7Ab9zYGYAg&psig=AFQjCNGtpWwWulIu_fKTZcgZQHQ4kB1zlw&ust=1385640775359133

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Then don’t give them much of a choice.

Just a damn good ONE

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=oKNPkutHDSkIXM&tbnid=YVNufUBSITRvSM:&ved=0CAUQjRw&url=http://girlsjustwannahaveguns.com/2013/10/obamas-getting-stingy-food-stamp-benefits-going-holidays/&ei=I-SVUtjtNK3T7Ab4_IGQDQ&psig=AFQjCNFrB8HW1ZAqL8i_GUMdhFw6RmuJxQ&ust=1385641378503727

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Don’t try Too Hard

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People already know you’re

trying to sell them something

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They also know you may try to tell

them you’re more amazing than

everyone else on the planet

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WvYJWY_656Q68M&tbnid=SSuAdU7uG9qdaM:&ved=0CAUQjRw&url=http://wallse.net/image/id-11a-d41.html&ei=kvWVUt2IF4m2yAOSiIDwCQ&bvm=bv.57155469,d.ZG4&psig=AFQjCNFOIN-VrazmXATe57n49mOUcnWFHw&ust=1385645781105790

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When in reality you just

want to stand out

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So don’t underestimate their

intelligence

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Before After

With fake “real life”

scenarios

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=f45Gc7ws_SV59M&tbnid=yXz9er0HVNvc2M:&ved=0CAUQjRw&url=http://www.ebay.co.uk/bhp/water-tub&ei=IPyVUrTFJsTnygOYuoG4Ag&bvm=bv.57155469,d.ZG4&psig=AFQjCNHhsmiUghutFAO41sxHBdqwIVG27A&ust=1385647509591035

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=iy3TtDfA-jqUYM&tbnid=l9I7UrwR6bz4LM:&ved=0CAUQjRw&url=http://www.flipkey.com/cozumel-vacation-rentals/p627635/&ei=cfyVUrCSIea7ygPM1IKwAg&bvm=bv.57155469,d.ZG4&psig=AFQjCNFyXD_gh5103MogEvZrfDWG84SFPw&ust=1385647578494871

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(They can smell this S**T

from miles away)

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(you should see

some of the quotes

from our research)

And when they do…they get as

mad as a grounded teenager

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Just Be Look Honest

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Don’t think for a minute that you know them

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And that you can bombard them with

naïve social stereotypes that you

thought applied to them

http://2.bp.blogspot.com/_mftdCZkuS1Y/S9cw6aKDJoI/AAAAAAAAAAc/ge5sdhGyCno/s1600/extended-family-on-beach.jpg

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…or jokes that you

thought they liked

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=qlc4adw4nwXQAM&tbnid=w_9ujOotWroc5M:&ved=0CAUQjRw&url=http://grd2590.blogspot.com/&ei=RaygUsC7DsPC0QXy7oCgDA&bvm=bv.57155469,d.ZGU&psig=AFQjCNHUKUXlWAifCdQxoxVwHcLmZSDnMg&ust=1386347961831317

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That’s when you’ve lost

them forever

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=qTbRPST6aCU11M&tbnid=k3hRQHUTYtXU_M:&ved=0CAUQjRw&url=http://e-devotion.blogspot.com/2011/10/just-walk-away.html&ei=ugeWUtLcAenmywOx0YKQCA&bvm=bv.57155469,d.ZG4&psig=AFQjCNE5D93lB52PM6HLXR1JSyVpJRi81Q&ust=1385650466430485

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You see…

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The world

has moved

on

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Be Original in every way

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People are so overwhelmed today.

You only have them for a split second

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If you’re lucky.

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So throw out the old

recipe

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And start thinking of what makes you

different from the millions of others

like you

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The unique proposition of your product

http://onlineventuresgroup.co.uk/readingroom/wp-content/uploads/2013/05/spotify-logo-primary-vertical-light-background-rgb1.png

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Your philosophy about your industry

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=uu1kF2-yRFD0GM&tbnid=OLiNVRURDrevSM:&ved=0CAUQjRw&url=http://elmsleigh.co.uk/store/307/the-body-shop&ei=quCdUt3gCeKt0QWL7YCQAQ&bvm=bv.57155469,d.ZG4&psig=AFQjCNFfQSam91LDfFq401IS3wG6cy1yeQ&ust=1386164741618181

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The culture of your employees

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Your legacy and your history

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=c0mYkhhp--kJWM&tbnid=n9DysHjsG9cPWM:&ved=0CAUQjRw&url=http://logoblink.com/new-pepsi-logo/&ei=DeKdUt6PDqnG0AXs2IGQBQ&bvm=bv.57155469,d.ZG4&psig=AFQjCNHSG8bE4lx0hc5EScS3y-BgHwuAnw&ust=1386165118012694

http://www.iljournal.it/2013/oggi-nacque-la-coca-cola-nel-1886/465995 /coke-recipe-1

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Your vision for the future

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Remember that people connect with “things” in the same way they connect

with other people: emotionally

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I know…stupid, right?

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7sGfKcEXRWX0mM&tbnid=_2fbiw5aDlwl6M:&ved=0CAUQjRw&url=http://markfadden.wordpress.com/tag/fort-worth-star-telegram/&ei=uBaWUuOiKcHnywO9voGICg&psig=AFQjCNF4docPWl-N0aO6Hz72zPlOcsoaow&ust=1385654236576713

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So find your personality

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And connect from your fuzzy side (okay don’t overdo it)

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Remembering that what you offer must also have emotional value

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Invest in some good quality advertising research

(if you really want to know what makes your audience tick - and how you can use this information to improve not only your advert but your entire brand strategy)

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I can go on..

Sharp Minds, Safe Hands www.mm-eye.com

enquiries: George.tsakraklides@mm-eye.com

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George Tsakraklides

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How Effective Is Your Advert? - George Tsakraklides

Marketing