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On-line Strategy
BY
Stephen Gates
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by Stephen Gates
Practice safe design. Always use a concept.
I think the single largest problem that continues to hinder interactive design from really coming into it’s own is the fact that designers allow their work to be led more by technology and/or production techniques and not creative thinking that creates a concept that will resonate with consumers.
As a creative director I have a lot of portfolios come across my screen and I see this problem over and over again. Most of this work has been produced in Adobe Flash and that technology has taken a beating over the years by critics who also confuse the use of technology for the lack of a concept. I personally believe that pointing to Flash as the reason for ineffective user experiences and online advertising makes about as much sense as blaming paper for creating junk mail or the telephone for creating the solicitors who call during dinner. We continue to get integrated advertising right and in our rush to reinvent the creative process we seem to have forgotten that technology is not an idea. Consumers don’t care if your work is in the latest version of Flash – they are if there is a concept. So the fault should fall to the agencies and designers who have not taken the time to use a creative strategy as the basis of their work.
A good creative strategy, for interactive or any medium, should define the values and brand attributes that need to be communicated to the consumer in a distinctive and compelling way that takes advantage of the medium. I use answers to the following list of questions as a starting point when I meet with a new client or start on a new project.
What are we advertising and why?
When you meet with your client about a new project, get a thorough understanding of the focus of the communications efforts such as: the brand, a specific product or service, a promotion or new news. If it is an integrated campaign make sure you understand their reasons for wanting to be on-line. Often the rationale clients provide are expressed as marketing objectives not as communications objectives. Communications change the way people think and influence their behaviors. That is the difference between a marketing objective and a communications objective. What is it they are trying to achieve? Increase market share? Drive awareness? Increases frequency or penetration? Increase sales? To answer this you have to focus on uncovering the single most important obstacle the communications must overcome.
What is the brand’s communication past?
Get a clear understanding of where the brand has come from and where it is now is critical to determining where the brand needs to go. Look at the brands past advertising to gain a solid understanding of it’s positioning, personality and focus. Research if the target market or demographic of the brand’s activities have shifted and why. What are the reasons for this change?
What do we need to do?
It is a simple as it sounds. What are the deliverables that need to be created to fulfill the clients marketing and communications needs?
Who are we talking to? (Demographics)
What are the physical characteristics of your clients market? Your client should be able to provide you with some statistics that provide a snapshot of the consumer you will target with the creative work. Common demographics include: age, gender, religion, income level, education, and family composition.
Who are we talking to? (Psychographics)
What are the mental characteristics of your clients market? Your client should again be able to provide you with some information that provides a snapshot of the consumer’s mindset regarding: their personal values, their beliefs, their habits and their activities. Psychographics are often more powerful influences upon how a consumer views your clients category, brand or product as attributes often affect behavior, and attitudes typically cross age groups. Take time to know your consumer so your creative will be more impactful.
What is the personality and tone?
A brand’s personality should be a reflection it’s behavior, character, and manner. This personality should drive the style and tone of all our communications in writing, photos/illustrations, typography and style.
What is the selling idea?
The selling idea is a way of saying the most persuasive thing you can say to get consumers to alter their behavior towards a client’s category, brand or product. The selling idea should be the starting point for the development any compelling, original, and successful creative ideas. The selling idea can be about: ways of using the product, disadvantages of not using the product, satisfying needs (physical, social, psychological, new ways), product heritage / where or how it was made or generic benefit you want to own.
What do we want the consumer to do?
With any advertising you want to be able to evoke and emotion or action. What is the emotion you want them have? How should they feel about the brand? What do you want them to do?
This is just a starting point. To create a great strategy you have to be able to distill and refine the answers to get at the insights and core brand attributes. The more accurate and concise you are able to become the better your ideas will be. I also recommend you share your answers and thinking with a team of your peers or co-workers because the more people thinking about a project, the more new ideas can be generated.
STEPHEN GATES
Designer-creative director
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Read ARTICLES on THE DRIVER SPEAKS
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© 2003 - 2008 by TAXI Design Network. All rights reserved.
Practice safe design. Always use a concept.
I think the single largest problem that continues to hinder interactive design from really coming into it’s own is the fact that designers allow their work to be led more by technology and/or production techniques and not creative thinking that creates a concept that will resonate with consumers.
As a creative director I have a lot of portfolios come across my screen and I see this problem over and over again. Most of this work has been produced in Adobe Flash and that technology has taken a beating over the years by critics who also confuse the use of technology for the lack of a concept. I personally believe that pointing to Flash as the reason for ineffective user experiences and online advertising makes about as much sense as blaming paper for creating junk mail or the telephone for creating the solicitors who call during dinner. We continue to get integrated advertising right and in our rush to reinvent the creative process we seem to have forgotten that technology is not an idea. Consumers don’t care if your work is in the latest version of Flash – they are if there is a concept. So the fault should fall to the agencies and designers who have not taken the time to use a creative strategy as the basis of their work.
A good creative strategy, for interactive or any medium, should define the values and brand attributes that need to be communicated to the consumer in a distinctive and compelling way that takes advantage of the medium. I use answers to the following list of questions as a starting point when I meet with a new client or start on a new project.
What are we advertising and why?
When you meet with your client about a new project, get a thorough understanding of the focus of the communications efforts such as: the brand, a specific product or service, a promotion or new news. If it is an integrated campaign make sure you understand their reasons for wanting to be on-line. Often the rationale clients provide are expressed as marketing objectives not as communications objectives. Communications change the way people think and influence their behaviors. That is the difference between a marketing objective and a communications objective. What is it they are trying to achieve? Increase market share? Drive awareness? Increases frequency or penetration? Increase sales? To answer this you have to focus on uncovering the single most important obstacle the communications must overcome.
What is the brand’s communication past?
Get a clear understanding of where the brand has come from and where it is now is critical to determining where the brand needs to go. Look at the brands past advertising to gain a solid understanding of it’s positioning, personality and focus. Research if the target market or demographic of the brand’s activities have shifted and why. What are the reasons for this change?
What do we need to do?
It is a simple as it sounds. What are the deliverables that need to be created to fulfill the clients marketing and communications needs?
Who are we talking to? (Demographics)
What are the physical characteristics of your clients market? Your client should be able to provide you with some statistics that provide a snapshot of the consumer you will target with the creative work. Common demographics include: age, gender, religion, income level, education, and family composition.
Who are we talking to? (Psychographics)
What are the mental characteristics of your clients market? Your client should again be able to provide you with some information that provides a snapshot of the consumer’s mindset regarding: their personal values, their beliefs, their habits and their activities. Psychographics are often more powerful influences upon how a consumer views your clients category, brand or product as attributes often affect behavior, and attitudes typically cross age groups. Take time to know your consumer so your creative will be more impactful.
What is the personality and tone?
A brand’s personality should be a reflection it’s behavior, character, and manner. This personality should drive the style and tone of all our communications in writing, photos/illustrations, typography and style.
What is the selling idea?
The selling idea is a way of saying the most persuasive thing you can say to get consumers to alter their behavior towards a client’s category, brand or product. The selling idea should be the starting point for the development any compelling, original, and successful creative ideas. The selling idea can be about: ways of using the product, disadvantages of not using the product, satisfying needs (physical, social, psychological, new ways), product heritage / where or how it was made or generic benefit you want to own.
What do we want the consumer to do?
With any advertising you want to be able to evoke and emotion or action. What is the emotion you want them have? How should they feel about the brand? What do you want them to do?
This is just a starting point. To create a great strategy you have to be able to distill and refine the answers to get at the insights and core brand attributes. The more accurate and concise you are able to become the better your ideas will be. I also recommend you share your answers and thinking with a team of your peers or co-workers because the more people thinking about a project, the more new ideas can be generated.
STEPHEN GATES
Designer-creative director
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| Stephen Gates is a New York City-based designer and second-generation creative director who has been in the advertising pretty much since birth. He has been able to merge a foundation in old school advertising and typography with cutting edge technology and design to create award winning integrated advertising campaigns and Web sites.
Click on his picture to read more about him. | |
| Editorial NYC Contributor |
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 | Chris Pyle has enjoyed seeing his work find a wide audience, becoming popular with a diverse range of clients, from print media and design firms, to record companies and advertising agencies, since focusing on an illustration career in the early nineties.
Click on his picture to read more about him. | |
| Creative Indianapolis Contributor |
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Read ARTICLES on THE DRIVER SPEAKS
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© 2003 - 2008 by TAXI Design Network. All rights reserved.