What is the most important thing in a successful advertising campaign? A quality product and correctly selected marketing tools. But even more important is competent and talented creativity, designed for the right target audiences.
Olga Metz, Marketing and PR Director of hh.ru , spoke about how to be creative wisely at the Synergy Online Forum .
What is the difference between competent and illiterate creativity?
Today, there is a serious fight for the attention accurate mobile phone number list and loyalty of consumers on the market. You have literally seconds to form a particular emotion in the target audience (TA) associated with your product. And here you can’t do without creativity. But what distinguishes competent creativity that the consumer will “hear”?
Precision of the message. It must be understandable to the audience it is intended for. Creative work fails when the advertiser does not take into account the specifics of the target audience’s perception.
How we learned to be creative correctly
For the first 15 years, HeadHunter focused on “white collars”, but we wanted to become a job search platform for all types of employees. To do this, we needed to adapt the product to all target audiences. And the first step in this direction was changing the “popular” name of the platform.
However, we had to not only reach a new audience, don’t click on suspicious links but also retain the old one. To do this, we began to approach creative solutions more carefully, and here we did not avoid serious mistakes.
Focus on the perception of the target audience
The main mistake was that when creating advertising, we focused primarily on ourselves. People in the agencies where we ordered creative had a similar perception of life and humor. We shot videos and were confident in their wit and topicality. At that time, we did not think at all that the audience could not understand our message or interpret it negatively.
After that, we got into the habit of holding focus groups contact lists among different target audiences. This allows us to get more deeply involved in the process and create creative content that will be understandable to the audience.
This story vividly explains why it is important to focus on the perception of the target audience. Otherwise, we would have launched the video and not received any response from the new audience we were fighting for.
Remember that the perception of the target audience may differ dramatically from yours. The solution is to carefully study the audience and generate messages that they will correctly understand.
And competent creativity is precisely that which the target audience not only sees, but also “hears”.