Ads must sing to get attention

THE growing consumer indifference towards brands and ads is not new. Consumer attention is limited – they are not likely to waste time on content that doesn’t sing to them.

This leaves us with a hard truth. So, if consumers do not like ads, and there is a need to prove advertising rands are working as hard as possible, what do you do? ý Let creatives be creative Advertising may bombard consumers, but they still seek entertainment.

Heart-wrenching stories or “indestructible” humans still stop and engage us in an over-stimulated world. For ideas to fly, a supportive client that backs its trusted creative team is vital. ý Consider all consumers People believe facts and figures are the enemies of creativity, but at Boomtown we know this could not be further from the truth.

Creatives need to respect and understand the consumer and integrate them into the creative process. More than that, it’s vital to think about all customers, their cultures, their tribes, their heritage. ý Get creative and research talking Researchers need to get under the skin of the visual identity of brands and the creative behind it.

It is also unfair on creatives to have a new insight sprung on them, and then discarding hours, if not days, of work. A team effort will produce a better output.

ý Align research objectives with marketing strategy

An ad designed to drive an emotional response to achieve long-term growth should not be judged by how it delivers product news or a short-term sales spike. Consumer research needs to be a guide for clients to measure performance. Where do you stand with the consumer, are you moving closer to your objectives? ý Failure will happen Be bold, take risks and accept that one miss is one miss. You will learn from failure. Dust yourself off; there will always be an opportunity for you to take another leap.