There’s a lot to look at when evaluating the “creative” that will reach a customer. From logos to the colors and from the photo to the call to action, there’s no shortage of things to review, critique and optimize. When you think about all the creative elements needed to support an integrated marketing campaign, this can really add up. You have the TV, print and radio elements. Then, there’s the video, banner and social components. Don’t forget about the email, paid search and in-store signage. It’s a lot to absorb.
With so many campaign assets to keep track of, it’s no wonder that we get a bit myopic when we review an individual piece of creative. “Checking” an individual piece, often means we lose sight of the overall campaign. We miss out on how this campaign is supposed to feel. We lose the ability to see how consistent all the touch points are.
Several years back, in an effort to fix this narrow approach to creative reviews, marketers created, “table” or “wall” reviews to regain the ability to see the forrest and not just the individual tree. Each and every piece of creative would be laid out, at the same time in a “war room” of sorts. The amount of paper that was killed in the name of “taking it all in, like the consumer will” was tragic. This approach, created great excitement in an organization, but was ultimately more sizzle, than steak.
Of late, our team is being asked, “what is the intent” of “this” element of the campaign. For example, if we have a holiday email set to deliver on 12/7 and another on 12/23, it’s not good enough that they:
- Have the right subject line, right offers, a proofread headline and all the necessary legal/compliance information.
- Look like they’re in-step with our branding standards, from the colors to the photography and from the logo to the font.
Please, don’t misunderstand. Those are important areas of focus. Indeed, we have to see the forrest (big picture) and the trees (each detail). But, increasingly, it’s becoming more imperative to first ask, “what is the intent?” That question is designed to help us understand what we’re trying to accomplish with a specific piece of creative and then link it to both the big picture and nitty gritty details. For example, if the 12/23 email is all about last minute gift ideas, would it make sense to include an offer for something that takes 7 days to get delivered? Probably not, even though, that offer is probably 100% factual and visually, in line with the overall look and feel of the campaign.
“What is the intent” is making us more accountable for the overall customer experience. When we have to think about the intent of something, we improve on how we’re evaluating what’s placed before us. We begin to see the connection between what we want the customer to do and how well we’re designing an experience that will elicit that action.
There’s no silver bullet for how to review something. But, starting with the question, “what is the intent” is a simple way to improve the effectiveness of your review process.