Ad Strategy
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Strategy Think
Start at the end. Where are you headed? What are your goals? Decide those and set your path to get there.
How? With the CPS: Creative Positioning System. Like your GPS, it's the foundation of your campaign.
Strategy has many parts: creative, audience, message, visual, interactivity, media, etc. They all need to work together
Create Message
Engage Audience
The Creative Brief is your guide. It defines your audience and requires an on-target, on-strategy message. Answer the 14 questions and you know where you’re headed.
Learn what’s important to your audience.
Remember the three R’s: A message that’s RELEVANT and RESONATES with authenticity is REMEMBERED.
Focus on the benefits. The W-I-I-F-M: What’s In It For Me? If it doesn’t help consumers, they’ll tune out. Every message should create interaction. Spark a discussion. And inspire sharing. Every brand has to tap into the audience’s self-interest.
Ask them questions. Invite reviews. And, most importantly, reward their participation. Thank them by giving them what they want. So, they stay involved.
