SECRET WEAPON OF SUCCESSFUL BRANDS: EFFECTIVE CREATIVES

Are you also a business owner? Are you steadily progressing on the path of creating a new brand? Do you ever wonder how brands that invest massive budgets in marketing are faring these days? Why do these brands still need marketing, even when their products and services have largely proven themselves? In our opinion, the magical answer is likely on your mind: they must know something.

Putting aside the jest... Yes, if you want to be like the mentioned brands, it may take some time. Nevertheless, it is essential to benefit from the experiences these brands have accumulated over time - considering that some of their practices have made their way into the literature. According to one of these past experiences, the success of advertising depends on its creativity. It wouldn't be wrong to add that data supports this. In this light, it becomes one of the fundamental but also the most important topics to be considered as a creative title. Especially in today's world, with some innovations brought by digital marketing, this crucial title might be overlooked. However, it might need to regain its old popularity. After all, advertisements still appeal to people, and people continue to live with their emotions.

What Do We Mean by Creative?

Materials that allow you to deliver your message to your target audience in the form of text, videos, images, etc. For example, a video used in your YouTube ads is your creative, and the text used in search engine ads is also your creative. Therefore, we can call all materials that carry your message creative.

How Can More Effective Creatives Be Produced?

There may not be a single way, a single truth to think that there is. However, there may be some touchpoints that will shape our way to the right creative:

• One of the most important points is to know your target audience. Do not hesitate to ask yourself if you know your target audience well enough. Age range, gender, location, education level, hobbies, watched videos, subscribed YouTube channels, and more... Gathering such information about your target audience will shed light on your creative production process. To access this information, make sure to examine different data sources. Sometimes, put yourself in the shoes of a marketer and try to live like your target audience.

• Aim to create emotions. Choosing the right music, using colors, fonts, filters, and more will help you touch the hearts of your target audience. In the end, when your target audience shares the same feeling as you do, the probability of connecting with your brand and the likelihood of turning to your product or service will increase.

• Do you want to tell a story? We want you to tell it too. You can have your own stories, and you can present stories to your target audience. Wasn't our childhood our purest, most manipulable state? So, go back to that time for a moment. The stories you heard from your grandparents, the events in comic books, the stories in cartoons, weren't they attractive? Simply put, as much as the world changes and evolves, some things may not have changed as much as you think. The world is changing, and developing, but people continue to maintain their primitive characteristics.

• Conduct tests. We approached the subject from different angles in the previous points. Remember, continuity is essential in many areas, including the world of advertising. While trying to maintain continuity in your advertisements, you can also include it in your working style. Create hypotheses and conduct A/B tests. In the future, you will see how these tests will create a design library for your brand. The information you generate for yourself will help you produce more suitable and therefore more effective advertisements for your target audience in each ad.

• Personalize. Divide your target audience into categories and create a unique design for each category. Shape your message and language accordingly. Thus, you will address your target audience in the most accurate way possible and increase the chances of interacting with them. Therefore, you may need to go back to the first point and do a good job.

At the end of the day, to use the right creative, you need to consider several factors as materials, such as a good strategy, creativity, analysis, etc. Feeding on the right materials in advertising production will bring you success as soon as possible.

Despite all this, today's world has made creative production easier. Now, many people can design visually using different tools, even if they are not designers, and with mobile phones, everyone is a producer. Moreover, artificial intelligence has made incredible progress lately and can create really good designs. Does this make everyone creative? It's not that easy. Using these tools and artificial intelligence makes our job easier and should be used. However, not having enough knowledge and experience and producing creatively in this way may prevent your advertisement from achieving the desired success. At this point, working with an expert and making this investment in this field continuously will take you a few steps further."