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What do I usually find?

31 Oct

I usually find that more creative has more reach and in email campaigns, more creative subject lines are opened 15% more than what I would consider standard subject lines. When you’re doing advertising for brand and positioning, creative works best because it’s more memorable. Let me give you an example of when brand and positioning pays off.

Let’s say you’re in the market for a Rolex watch today. But if you drive North and South on I95 every day and two years from now, you find yourself in the market for a Rolex watch, I bet you can name the jewelry store you would might call first. Why, because you’ve seen the billboards for 2 years on I95 positioning that jewelry store as the authority on Rolex. Brand Positioning is not for the sale that you can make today. It’s for when they need you in the future. And that does happen. They will only come back to you if they remember you. Creative makes it memorable.

The pet thing is funny because I am allergic to cats and dogs. But think about it, who do you think wins on the Internet, Cats or Dogs?

The Cat is King. If you’ve followed my work through the years, you know that’s not my first Cat Campaign. Cats overwhelmingly are more successful than dogs on the Internet. I don’t know why. I just know that they are.

So what do you test for? You test to find out if conversions (immediate sales) happen on both categories – conservative positioning and creative positioning.

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