Here The Key Challenges To Create New Advertisement Ideas

The advertising business is dynamic and marketers need to come up with new advertisement ideas every often. Particularly, this is the only way that they can remain relevant in a market whose demands keep shifting. However, it is not easy to create new ad ideas. Why?

 

In the first place, one must deeply understand the nature of the target audience. Without this information, whatever ad one creates might not achieve desired results. If you do not have enough funds to obtain the information, you might never be able to create new ideas. Secondly, new advertisement ideas must be creative to interest the target audience. Therefore, an advertiser that is not creative might not be able to create new ad ideas.

What challenges does a guerilla marketer face?

A guerilla marketer is an important professional in the current advertising landscape. This is because he/she creates marketing opportunities that cover for the deficiencies of traditional advertising. Still, these experts face many challenges in the process of their work.

Firstly, unconventional marketing techniques are untested. This implies that the guerilla marketer does not have a solid foundation to rely on for benchmarking. Subsequently, their ideas are sometimes a gamble that might not pay off. Secondly, guerilla marketers face the challenge of coverage limitation. Given the nature of unconventional marketing techniques, the marketers cannot cover a large geographical area.

Guerilla Marketing

There is an increased competition in crowded advertising spaces. The average US-consumer is exposed to approximately 3,000 advertising messages in only one day (Kimmel, 2005). Most of the digital ads barely get noticed with such high volume of ads. The industry has been witnessing a shift in the advertising concept to more tangible and memorable ad techniques.

Some tactics win by introducing elements of surprise and creativity as strategy to provoke consumers attention and to make it memorable.  The guerilla concept has been applied by niche advertising agencies that lately have been targeting consumers by placing ads on daily consumables as door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers as advertising space placing the message in the hand of the target audience.

This innovative method has been used by such niche agencies focus on the unconventional nature enhances the assimilation of the message that has a direct impact on increasing the brand recall rate

Here some practical examples:

• A beer snack manufacturer that promotes a new product launch on beer coasters in NYC bars

• The pharmaceutical companies can promote the new medication by placing a message on branded pharmacy bags in reputable pharmacy venues close to hospitals

• A new museum offering a coupon discount on coffee cups targeting millennials

• A high-end product advertised on hotel room key cards targeting high-end consumers

• The new fitness center offering a promo code on pizza boxes after ingesting a decent amount of calories!

Unconventional advertising: how to succeed

The fact that the advertising tactic is unconventional implies that marketers face numerous challenges during implementation. However, it is possible to attain the set objectives if the marketers adhere to certain things. First, they need to adhere to relevance. Relevant material will attract customers and push up engagement rates.

 

Secondly, the marketers need to survey the market to identify key concerns that they should address. This way, the ads communicate the information that customers need. Eventually, the customers form a bond with the brand and remain loyal forever. Thirdly, the marketers should pay attention to distribution of the unconventional marketing vehicles. Proper distribution ensures that the target audience can access the ads.

Targeting vs print and mail:

The nature of media and advertisement is constantly evolving. Old rules must be reconsidered and most of them became obsolete and ineffective. As an advertiser, if you are not aware of these generational evolvements and continue to build your marketing strategies around outdated ideas, you will find your ads – and your brands – very, very lonely.

Many advertisers still spend millions on print advertising and direct mail. Most people take the envelope right out of their mailboxes and drop it straight into the trash. Do you really want to be spending your valuable advertising resources on filling up someone’s garbage can? A recent Accenture Report (The Future of Advertising, 2016) surveyed executives who concluded that they expect ads to be increasingly focused on the consumer— meaning more personalized, targeted, and valuable.

How do Door Hanger Advertising solve this problem? The advertiser is given the option to drive a very specific targeting method by selecting the households according to the location (Zip code or addresses), income, social and ethical. The differential vs print or direct mail, the consumer cannot ignore your message placed on the door hangers since its hanging on their doorknob. The surprising effect helps the brain of the receiver to process it differently and enhances the assimilation of the message. This is the key factor that drives success of Door Advertising. This concept of door hanger delivery is very different than a boring mail message amount many others. The changes are higher that the consumer will respond to the promo code or discount placed on flyers door hangers.  In addition, the message delivered by door hanger distributors n be customized to that specific target group. The advertiser can include a discount coupon or voucher to provide even more purchase incentive and drive sales.

Challenges of doing a great viral campaign

Viral campaigns are another example of unconventional advertisement tactics. They are unconventional because they do not rely on traditional media to advertise. However, doing a great viral campaign is not easy.

In the first place, a marketer can never be sure if the content shared will go viral. This is because the process is much more contingent on how the audience will receive the content. Sometimes the content might be creative but it fails to pick up because it did not resonate with enough people. Viral campaigns depend on people sharing the content to their network of friends. If this does not happen, the campaign collapses.