Timing is Everything
When Roger Federer is on the court, time stops, and millions watch the living legend do what he does best – play exceptional tennis. During that time all we see is what is happening on the court at that specific moment. What we don’t see is the endless hours of preparation that have led to that winning moment. To be the best, one has to work hard, and timing is everything.
Yet in the world of advertising and communications, timing seems finite. There never seems to be enough time but we expect to create an exceptional execution that is worthy of an award. At On Point Insight we seek to partner with our marketing clients and advertising partners to create brand building advertising that is worthy of consumer attention - but we ask you for one thing; a little more time.
We believe that every brand has the ability to generate impactful advertising in any medium. We are not sold on the speculation of low involvement categories. If done right, every brand has a voice that can lure the consumer, it just requires the right tone and content. However, as with our tennis analogy, preparation is essential to success.
A true insight
Every strong execution requires an ad strategy, a big idea, and a way of talking about the brand that…
- is attached to a relevant consumer insight
- is attached to a functional and/or emotional benefit
- provides a clear reason to believe
- is wrapped with a succinct positioning line
For many this is marketing 101, but you will be surprised at how many ads fail to have a clear strategy.
A relevant narrative
Relevance can be achieved by being relatable or recognizable. Relatability is achieved through the lens of oneself, and being recognizable is about familiarity, and in many cases, humorous scenarios.
A brand connection
The role of the brand should be clearly defined. This is very different to the product or service you are selling. For example, Roger Federer isn’t selling a watch, he’s selling a Rolex.
Research can help marketing and ad agency teams prepare for success if we are able to speak to consumers early on in the creative development process, so we can ensure that the strategy is right, the creative wrapping is relevant, and the brand plays a clear and distinctive role. In a market of quick turn solutions that are telling you how your creative is performing we want to partner with you to understand why. Understanding the whys will save you time and money in the long run. The whys will illuminate what was great and not so great, so we get closer to the right creative direction. The whys will provide rich learning that can be attached to future creatives, so we are constantly learning from our mistakes. Whys are extremely powerful insights that have been traded for time. Is this trade paying its dividend?
With a little more time we can accomplish more, and we can ensure that in that single moment of time when you engage with consumers your ad is exceptional.
To learn more about how On Point Insight can help you, contact: sabrina.clarkeduffy@onpointinsight.com.