There’s a lot of science in what we do as marketers. We study consumer behavior, measure the effectiveness of certain messages, delve into the psychology of aesthetics…And the list goes on. This part usually gets overlooked by outside spectators, and understandably so. It’s not up front, but hidden in the concept room. It’s the land survey and architectural renditions before the development shovels ever break ground.
Don’t be fooled, however. There’s deeper logic in why we’re selecting certain visuals, words, layouts and applications. Yes, we want the end product to look amazing and engage, but there’s more than meets the eye. In an industry where results are seemingly driven by creative prowess, it takes much methodology and thoughtfulness to get to that impact moment.
In reality, an analytical approach is needed to build and sustain a successful campaign. Process, foresight and measurement allow us to sniff out the right path; decide how – or how not – to proceed.
Still, talk of big data, ideation and demographic profiling can be dry, at best. While many marketers tap into these areas for good, some throw around such lingo to confuse and create a level of mystique around our profession.
A client once said,
I don’t want to hear about the birthing pains, just show me the baby.
Not to dismiss the endurance it took to deliver that beautiful creative, but it’s easy to understand his position. At BEM, we’ve realized as marketers that we can’t abandon technique and method, but we might help ourselves by defining things in more understandable terms.
So recently when someone asked me to sell them on the value of looking and sounding pretty, I put it this way. It’s a base-line logic that can be applied to just about any business considering an investment in promotion.
Most people will perceive your brand as an extension of the quality you deliver in services and products. If your image, message and attitude look cheap, rushed, thrown-together and inexperienced, the odds of attracting a large, trusting audience are probably not in your favor.