What does an award-winning campaign look like? Sometimes it’s stunning imagery. Other times, it’s the application of a specific technique. Most often, however, it’s how the company understands its audience and creates innovative, captivating content specific to that audience in a truly memorable way. Let’s explore four components of such campaigns.
- An Innovative Strategy that Breaks Away from the Traditional Marketing Approach. Award-winning campaigns use familiar techniques in surprising ways. Think unusual folds, die-cuts, and dimensional inks and coatings. One award winner used a vertical gatefold tip-on on the cover of a magazine to catch attention. Imagine using personalized teasers in your marketing to get recipients to open a tip-on, then exposing them to a customized message underneath!
- Captivating Content that Engages Readers and Leaves a Lasting Impression. Award-winning campaigns leave you thinking about them long after exposure to the initial message. It’s a headline you can’t stop thinking about or an image you can’t get out of your mind. For example, one award-winning book cover, Lyrics for Rock Stars, features a picture of a guitar spread out like a highway leading toward a city skyline. It tells a powerful story without a single word.
- Knowing Your Audience. Award-winning marketers know their audiences precisely. Award winners understand who their audiences are, how they behave, and why. An image that captivates and enthralls one audience may not captivate another. A combination of marketing channels that breaks through for one demographic may be ignored by another. Truly and profoundly knowing your audience requires more than demographics; it requires behavioral and psychographic data as well.
- Tracking and Measuring Goals and Results. Award winners carefully track and monitor their results. That’s how they know what works! When you see what works, you can build on what’s effective and ditch what isn’t. This gives you the freedom to innovate and maximize your profits—and maybe even win an award or two along the way.
How ImageSet Can Help
At ImageSet, we specialize in creating innovative and captivating print marketing materials that break away from traditional approaches. Whether it’s using unique folds, die-cuts, or personalized teasers, our experts can help you design and produce high-quality printed products that will leave a lasting impression and engage your audience effectively. Our team understands what makes an award-winning campaign and can help you achieve similar success.
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