How to Identify a Creative Advertising Agency
Since the 2007/08 Great Recession, global ad spend has been on the rise. During this time, however, ad spend on traditional advertising vehicles like billboards and TV has been on the decline. This is because many advertisers are increasingly in favor advertising vehicles that generate more impressions and higher conversion rates. Simply, this means that a creative advertising agency is highly likely to get more offers from advertisers.
Advertising agencies need to make sure that their tactics are creative to attract the attention of the target audience. Unfortunately, traditional ad agencies are unable to attract a lot of business because of lack of creativity. This is because they lack enough space to exercise creativity. Ultimately, these agencies come across as boring. This is because many audiences want ads that can make them see products/services from a fresh perspective.
Diversity marketing vs creative marketing
Business have a diverse audience. As such, it is imperative that every marketing campaign addresses all the aspects of the audience. For instance, if a business is advertising to a culturally diverse audience, it is prudent to take into account the different cultures. This is what amounts to diversity marketing.
For starters, diversity marketing is ideal for any advertising campaign that intends to achieve maximum engagement rates. Particularly, the hallmark of a creative advertising agency is a commitment to diversity marketing. Such an agency will ensure that the marketing content is appropriate for all classes of the audience. Creativity in marketing is being able to speak to all the people without exposing any signs of bias.
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:
1. A beer snack manufacturer that promotes a new product launch on beer coasters in NYC bars
2. The pharmaceutical companies can promote the new medication by placing a message on branded pharmacy bags in reputable pharmacy venues close to hospitals
3. A new museum offering a coupon discount on coffee cups targeting millennials
4. A high-end product advertised on hotel room key cards targeting high-end consumers
5. The new fitness center offering a promo code on pizza boxes after ingesting a decent amount of calories!
Guerilla marketing ideas are an example of creative marketing
To be sure, traditional advertising and digital advertising are the most popular media today. This does not imply that they are the most effective nor creative. On the contrary, there are unconventional marketing techniques that are more effective due to creativity. They include pizza box advertising, coffee sleeve advertising, and valet ticket advertising among others. Particularly, these advertising tactics are what marketers call guerilla marketing techniques. They are guerilla because of their unconventional nature as well as the surprise element.