The 3 E's of an Effective Marketing Campaign

Here at Evoke Creative Group we are all about storytelling and getting your products and services in the minds of your customers by creating a memorable and engaging story people can relate to. But what makes a visual marketing campaign effective? It’s simple, the 3 E’s.

Enduring 

At the end of the commercial, you want people to remember you and what you are trying to sell. The campaign needs to be durable and able to hold a place in your customers mind long-term. Long after the commercial has ended. This can be done by using a tag line (15 minutes could save you 15 percent or more on car insurance-Geico), a well known icon (Peyton and Eli Manning-Oreos), a humorous character or action that catches people attention (Talking Baby-eTrade).

Emotional

A story that engages a customer’s emotions is another way to create a lasting impact. Actions speak much louder than words, so let the visual do the talking and draw your customers in. Pulling at their heart strings or their funny bone is much more likely to resonate with them because they can feel it. A prime example of an emotional commercial is the SPCA.

Efficient 

An efficient commercial allows each customer to interpret the story for themselves. It allows them to answer the questions: how will this be valuable to me and how will I benefit from this. Any good story will convey a call to action to the viewer. This must be clearly stated in the story in order for the ad to be effective. Nike and their Just Do It campaigns have almost perfected this. Very little words, lots of action with no doubt what they are trying to convey and to whom.

I’d like to end this post with one of the newest commercials in 2012 that specifically touches on all of the above that I find quite ingenious and creative. It uses a celebrity to endorse the issue, the story line is humorous and by the end of the commercial you know exactly what message the commercial is trying to get across. Well done Play 60, well done.