6 minute read
June 27, 2018 at 9:00 AM

Is Your Creative Just Creative — Or Does It Sell, Too?

John Wanamaker once said, “Half the money I spend on advertising is wasted; I just don’t know which half.”

This iconic line offers a mini cautionary tale on the necessity of pairing analytics and research with any creative initiative. Having a strategic roadmap before crafting an ad or campaign — on the radio, through digital solutions, or otherwise — ensures that a brand engages with the right audiences through the right stories in the right places.

Essentially, the lesson is this: When data informs creative, money is never wasted on advertising, because you can be confident it’s being used as effectively and efficiently as possible.

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4 minute read
March 6, 2018 at 12:00 PM

"It's Not About You," and 4 Other Lines to Inform Your Advertising Creative

David Ogilvy, considered by some to be the father of modern advertising, once said, "What you say in advertising is more important than how you say it." While this is true — especially in the age of the informed consumer that demands transparency — your creative execution ("how you say it") is extremely important.

Nothing explains it better than another quote, this one from Leo Burnett, creator of characters like Tony the Tiger: “I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."

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3 minute read
September 7, 2017 at 9:00 AM

Don’t Let Your Marketing Creative Run Away With Your ROI

Have you ever seen a television commercial that you found really entertaining, but when you told someone about it later you couldn’t remember what brand or product the ad was promoting?

Developing a clever marketing campaign with an original message, eye-catching imagery, and perhaps a healthy dose of humor is partly what advertising creative is all about. But not at the cost of delivering a clear, strategic message. Don’t lose sight of your goals for the sake of creativity, because in the end, the purpose of your marketing creative is for it to resonate with your target audience, and motivate them to take some kind of action or think differently.

In this post, we offer five tips to help ensure that your advertising campaign is more than just creative, but creative and effective.

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0 minute read
July 27, 2017 at 9:00 AM

How NOT to Approach Your Radio Advertising Creative [INFOGRAPHIC]

Finding radio advertising gold is not always easy, but there are a few things to avoid at all costs when planning and producing your radio creative.

That's why we've developed the following infographic—to give you a quick look at some common (but potentially disastrous) mistakes marketers make with their radio advertising. 

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3 minute read
July 24, 2017 at 1:05 PM

From Concepting to Scheduling: 8 Steps to Radio Commercial Production

With a great script, good production, and the appropriate timing, radio can be one of your most effective marketing channels available. Radio ads leverage the unique power of audio by tapping into “the theater of the mind,” and your creative can mean the difference between an ad that works and an ad that causes listeners to tune out.

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2 minute read
July 21, 2017 at 9:00 AM

Repeat, Repeat…Repeat? Finding the Right Repetition in Radio Advertising

When used poorly, repetition in advertising can be just plain annoying. (We’re sure you can think of some examples.) But when it’s incorporated well, repetition can help make a marketing message stick—especially in radio advertising.

Today’s post will take a look at the nuances of effective repetition and why it’s necessary to your radio advertising strategy.

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4 minute read
June 21, 2017 at 8:02 AM

3 Things Clickable Display Ads Have in Common

For companies seeking to build brand recognition, display ads offer an affordable way to reach your target audience. In 2016, companies spent an estimated $3 billion more on display ads than on search ads, according to a study by PowerTraffick. And another study by eMarketer suggests banner ad spend is expected to reach $37 billion in 2017. Adweek recently reported over 634 billion impressions for display ads for January 2017 alone. These are some pretty big numbers that we can’t ignore.

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2 minute read
June 15, 2017 at 8:01 AM

Why Too Much Input Typically Leads to Marketing Creative Gone Bad

When many businesses get to the stage of developing their marketing creative, it’s common to start pulling in a variety of team members during the process so that they can get a mix of input and opinions. There are people on your leadership team, marketing team, and maybe even sales team that you might want to be a part of this process and for good reason. However, we’re here to tell you that their input, and sometimes even yours, can actually be detrimental to the creative process and your overall marketing results. Let’s look at why…

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Welcome to our marketing blog, your go-to resource for Chicago business owners and marketers looking to stay up to date on consumer trends, marketing best practices, advertising tips, and more! 


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