Creative excellence and marketing performance
Updated: Apr 1, 2018
Research has established an absolute and significant correlation between creative excellence and marketing effectiveness.*
By correlating the market performance of creatively awardezd versus non-awarded campaigns, research has demonstrated creatively awarded campaigns were 7 times more effective in terms of market growth.
Other outcomes of creative excellence
Premium pricing and greater perceived value
Fast Moving Goods had improvements in performance of up to 18 times.
Increased Word of Mouth
45% improvement in ROI over 12 months
Greater residual brand awareness past the 12 months mark
So just how does creative excellence drive marketing performance?
Creative excellence makes an appeal to the right brain. It is characterised by
Novelty, being both fresh and curious,
Resonance, making an emotional connection with the audience
Implicit, is suggestive rather than explicit
“Because creative excellence appeals to right brain processing, it is processed much faster than verbal left brain messaged creative.”
It also can have much greater emotional appeal and is much more likely to motivate positive action than left brain rational messaging.
Novelty gets noticed and stimulates the mind.
With over 5,000 marketing messages a day and just 100 getting our attention, novelty helps the message stand out amongst the wallpaper of other messages. A competitive positioning exercise, a model of the target customer’s personal media world and a competitive creative audit can further fine tune creative novelty.
Resonance helps the message connect with the emotional needs of the customer.
Helping them feel attracted to the value proposition. By understanding the emotional experiences that define the brand promise, a creative executive can pull at the heart strings of the customer.
Implicit messages activate the imagination of the customer, enticing them to join the dots.
Implicit messages activate a customer’s own internal stories creating greater engagement and linking the creative to existing beliefs, perceptions, memories and emotional experiences.
Steps to creative excellence.
1. Novelty through a differentiated brand positioning
2. Emotional connection is embedded into the brand look, feel, voice and
3. Implicit messaging embedded into the ‘advertising and marketing’ touch points
© copyright Hearts and Minds crm pty ltd 2018