Go Green

Did you ever handle a Go Green campaign againts environmental destruction?

What kind of handicap did you face?

Did your team and your client satisfy with the result?

Between range 1-10, what is the current value for the result?

And if you have a new Go Green Campaign at the present or will run in the future, I have a list of topics that probably one of them can answer your environmentally friendly campaign for your product:

• Zeronize
• Recover Lost Forest
• Reduce Emission
• Eco Friendly Plant
• Eco Product
• Support Clean Environment
• Hybrid Engine
• Concern Global Warming

All is about the topic of:

We Go Green For You

Say A Word

Every word has meaning.
Every meaning has power.

So, may I say that every word has power?
It's very simple, right?

But, don't judge the word by its power :)
It's not as simple as your thought.

In reality, perhaps you often get difficulty to make a word fit with your purpose. A conversation for example, it needs a good thinking and good emotion handling to make your every word listened by your partner.

In advertising and marketing, you can deliver words optimally in various medium such as print ad, poster, billboard, video tron, TV commercials, radio commercials, running text, SMS blast, email blast, etc...that every word you create is having a function.

If your word is kind, it can make other peace of mind.
But on the contrary, if you deliver a bad word, I'm afraid you will break someone else's heart...

Attention:

The word you choose is a must be selected.
To someone whom you say the word is always to be selected.
How you deliver the word is a medium that carefully selected.

So, still think that saying something to someone else is easy?
In fact, you have to prepare it comprehensively to make your word valuable.
Make your word more impact in any medium.

Don't waste your time to play with word that is already used by other.
If other (brand) already said it, you could have to say it in another way, in more powerful way.

Don't be proud of being a copycat

Missing in Action

Maybe today is your bad when you are realizing your ad campaign drop in result. It's far away from your expectation. A matter of fact, it missed the target. It's something that left behind such as missing in action.

What's wrong? What kind of mistake lays on the fact?

You and your team should make a comprehensive review to avoid such problem to occur again in the future. You can make a list to track the causes. Don't make an assumption that everything is totally right. Don't defense yourself. It's only getting worse for the matter.

It must be a mistake in your campaign.
However, no one will be burdened by the weight of fail.
It's a work of team. So, don't worry...

Then, take a look to the ad strategy.
A surgeon is a must to get in detail.
Let everyone get involved in deep review.

After that, all of you can raise such questions:

Has your ad answered the target audience's need or want?
Has your ad well crafted to talk to them?
Has your ad message delivered the right thing of your product to the target audience?
Has your ad message sided to the customer?

You yourself could continue the list to seek the missing link further
(including media exposure, media placement, media budget, etc)
Find it, find the thing missed in the execution: missing in action.

Randomly checked out the problems, I intend to review the ad message.
Has it talked too much from manufacture side?
If so, maybe it's the main problem.

If you can turn it into consumer side, it will be totally different in look and sense. Because it's so important to be able to feel the emotion and the behavior of your target audience precisely.

Indeed, you'll find and craft a great approach for your ad.

Today's tip:

Say your ad from target audience's side

Mona Lisa

What is first recall when you hear the name "Mona Lisa"?

If your memory is about a famous 16th-century portrait by Leonardo da Vinci, you are on my topic. What if it's about your ex....(sorry, I'll talk it later if you insist...)

When you see the painting portrait "Mona Lisa" in your first sight of your experience, you will not forget her smile. Forever.

Remember Mona Lisa, you will recall her mysterious smile immediately.
Without a text on it, you can grab, feel and conclude that Mona Lisa is smiling to you.

So what do you think when there is a text with tittle "Smiling Mona Lisa" accompanying the very clear expression of Mona Lisa?

Is the detail helping you?
Or it is so annoying?

Because you've already known that Mona Lisa is smiling to you, so please don't explain it to me! (Just express your anger, don't make it unfinished business...)

I give my empathy to you :)

What will do you call about the tittle "Smiling Mona Lisa" if it exists?

Redundant.

An explanation to something that is already understood.

Do you need a redundancy?

No, right?

It's useless. It pushes you into anticlimax.

It's a same treatment when you are creating a print ad.
If you have a strong visual and it can touch the heart and sense of your reader, let it go alone. Don't accompany it with an explaining headline or you will flop your brilliant execution only in a second...

Don't explain something
if it's very clear to understand

Big Bang

What often mistake do creative people do?

In my opinion:
They are satisfied too fast. Too early.

Really?

Correct me if I am wrong :)

Take a look back your days when you've got a big bang idea for your creative materials.
Will you eager to dig the concept again?
In fact you still have a chance to see it from another perspective, but you won't...

Perhaps you and your team have agreed that the idea is already the answer of the campaign objective and needless to consider on client side to judge more the idea.

From the creative view, the big bang idea is the best of the best, so it's just wasting the time to make a review again.

But if you were pretending a client, maybe you would find a crack in your solid argument.
Maybe it's only a very tiny crack, but it is enough to make your big bang idea fragile.

Then imagine you're presenting it to your client and suddenly the client breaking that big bang idea into pieces easily...

Today's tip is :

Don't love your idea too much