Seen or heard the incredibly dumb ads for TOMTOM's navigation systems?
There's around 30-45 seconds of stupid, soap opera type drama, which has NOTHING to do with the TOMTOM system. The call to action, the response mechanism for the listener to make the next move, is woefully inept, pathetic in fact.
Now let's watch the sequence at play here;
Company hires ad agency to create the ads and promotions.
Ad agency has their creative bods let loose on the deliverables.
The 'creative' gets done.
It has to get signed off.
And that's either the client has to agree everything or agency is given license and authority to create, deliver and SEND without any other conversation.
So, the ad piece, the script, the promo piece has had to have gone through the fingers and brains of a number of people BEFORE it gets the green light go-ahead and within earshot of the prospective customer.
There doesn't seem to be any kind of standards being adhered to here, except BAD ones, by many in the people chain.
It's a mystery as to what kind of 'checklist' questions the ad agency creatives, go through.
Here are a few checklist questions to help those hapless souls; (and others who may be in that same situation)
BEFORE THE CREATIVE PIECE GETS CREATED
1. What do we want this communication to do? (what is our most wanted response?)
AFTER THE CREATIVE PIECE GETS CREATED
2. Does the communication piece do that? (Does it fall in line with the answer to question 1?)
3. What in the communication piece do we need to chop that doesn't match up to question 1?
Those 3 simple questions will help create much cash-flow and SAVE many a promotion from being an almighty, fatal flop. (Of course, this'll only be true for those with open ears and having the ability to adopt, adapt and apply what works)
(It can also MAKE and SAVE, jobs!)