Is Advertising Blindness Hindering Your Success?

Is Advertising Blindness Hindering Your Success?

When you’ve been with a company for more than a couple of years, it can get to be pretty routine. The advertising might look cohesive, but has reached saturation with your audience, your internal team and face it — even yourself. One of the first clues that you need fresh creative is when your advertising’s performance declines or becomes stagnant.

Have you ever heard the terms “ad fatigue” and “ad blindness”?

Ad fatigue happens when your audience becomes bored and stops paying attention to your ads. The ROI becomes less and less causing you to spend more and more.

Ad blindness happens when your digital or Facebook ads are not changed or at the very least, refreshed visually. The creative starts to look mundane and your audience begins ignoring your ads—again causing ROI to drop.

There are several ways to spot an ad campaign that has become a victim of fatigue. Metrics and performance analysis are two of the most common. But discovering what doesn’t work is not a quick and effective fix. Our best advice: Be proactive!

 

4 Ways to Quickly Reverse Ad Fatigue and Ad Blindness

 

1.) Introduce Fresh Creative

  • It’s sometimes difficult to face the fact that your team’s effervescent creative juices have gone flat. Just like champagne that has been open too long without re-corking, it is tough to rejuvenate the sparkle. It’s time to find fresh creative minds!
  • What do billion-dollar operations like AT&T, Dell and Google do? They hire outside talent! Why? Because it is the fastest way to attract, engage and interest your audience again.

2.) Create Variations

  • If you have an ad that once worked well, then use an outside creative agency to develop revisions and modifications that will stimulate interest. Creating two-to-four variations is best and has the added advantage of expanding its reach; it’s more possible to be seen by the friends’ of current customers.
  • According to Nielsen, 84% of customers make purchase decisions based on recommendations from their friends. Variations will reach a larger segment of your target audience.

3.) Update Branding

  • Branding and logos can be tricky. Once developed, consistent, cohesive usage is crucial. However, at the same time, they need to appeal to both potential and existing clients.
  • Keep in mind your target audience is always aging. Does your product appeal to a specific age group? If so, it’s imperative that you keep rejuvenating the visuals to suit the consumers that are entering into your target group. Remain aware of the changing target audience, any new preferences and trends.
  • Logos and associated brand components can be enhanced, refreshed, updated and reinforced. One important example: Last year MasterCard hired an outside design firm to modernize their logo and optimize it for the web.

In an interview with AdWeek, CMO Raja Rajamannar said, “We had to retain the most recognizable elements of our brand, which are the interlocking circles, the red and yellow colors and the name MasterCard itself. With the evolution that is happening [in digital payment], the card is no longer the most important element. We wanted to de-emphasize it, and so we’ve taken away the capital letter C.”

4.) Zig When Everyone Else Zags

Companies in most industries tend to promote parity offers. It’s like trying to develop brand loyalty without product or company differentiation. Sure, what works for one often works for all but the effect is diluted and shared.

Using “me too” offers is a surefire way to encourage ad fatigue and ad blindness! Here are a few important reasons to keep your finger on the pulse of the competition and your targeted consumers:

  • As Paul Harper (Needham, Harper & Steers fame) advised, “When everyone walks toward the left, head toward the right.” One of our favorite advertising guidelines, it simply means stop doing what everyone else is doing! Dare to be different and develop unique offers.
  • When you stop paying attention, companies like Dollar Shave Club will come along and knock your brand down a few pegs. (Note: Dollar Shave Club was purchased by UniLever for $1 billion!)
  • Develop truly unique and attractive offers that add value to your brand. Take a look at reward programs, which continue to crop up in an attempt to build customer loyalty. The possibility of getting something for free used to be enticing enough to stay loyal, but when everyone has a rewards program, the new normal is to sign up for both, which is counter to the goal.

At Evoke Idea Group, our creative team is comprised of innovators, problem-solvers and imaginative thinkers. We are pleased to come on board as a strong supplement to your in-house team. We would be proud to be selected to freshen up your brand image, ad campaigns, and strategic offers. Give us your challenge and we’ll show you viable, sustainable, and creative possibilities. Contact us today for a complimentary 30-minute consultation at: hello@evokeideagroup.com or (630) 879-3846.

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About Evoke Idea Group

Evoke Idea Group is a full-service advertising agency providing award-winning marketing communications and graphic design solutions since 1996. For more than 20 years, we’ve helped mid-to-large sized B2B and B2C companies and marketing departments captivate and convert customers though print and digital campaigns. We’re based in St. Charles, Illinois (approximately 40 miles west of Chicago), but thanks to modern technology we serve a wide range of clients on a national, regional, and local basis.

We are in the business of bringing awareness to brands and helping to grow companies through strategic marketing, advertising, web design and graphic design services. Our fresh, creative approaches are translated through: graphic design, logo design, website design, advertisements, infographics, digital marketing, social media marketing, web banner ads, print materials, flyers, case studies, sell sheets, posters, brochures, branding and identity, brand guidelines, packaging, trade show booths, exhibit graphics, video, and animated motion graphics.

Our full-service advertising agency provides freelance marketing communications and graphic design solutions in St. Charles, Geneva, Batavia, Aurora, Naperville, Wheaton, Glen Ellyn, Hinsdale, Oak Brook, Elgin, Schaumburg, DeKalb, Joliet, Chicago, Chicago Suburbs, DuPage County, Kane County, Lake County, Will County, McHenry County, DeKalb County, Cook County, Illinois, Wisconsin, Indiana, Michigan, Iowa, the Midwest, USA and worldwide.


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