In a meeting this week about upcoming campaigns someone mentioned that the team should look at other companies of the same type to see what their ads are. This sent B.C. on a bit of a spin with the question of – Why?
If there is another company in another type of production, say a non-profit and a car company, why not take a successful ad that they have done, apply a little creative license and adapt it for the field you are working in.
If you look at the other companies that are doing the same thing that you do, and you see what is successful for them, then try to model your campaign after that – all you are doing is adding your voice to an echo chamber. You sound and look like everyone else.
When you make a campaign, you need to do something that sets you apart from the those that are working in the same arena as you. The non-profit field is a good example of this. There is only so much money to go around, and only so much to be donated. If your ads look just like everyone else’s ads, there is no incentive to donate to you, and nothing to set you apart from the others.
You are just another voice in the chamber.
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This was originally posted on B.C. Dodge’s site