ultimate guide to advertising of hi-tech and other complicated things
DESCRIPTION
This is a presentation which contains tips for creating successful ad pieces in areas which are not FMCG. Such as finance, logistics and other really complex things.TRANSCRIPT
Ultimate guide to successful advertising in areas which are not exactly everyone’s expertise
This is not about FMCG. This is about everything else – finance, logistics, solutions for oil and chemical industry, etc.
It is about things about which
you know everything, and other people know little or nothing. Even if they should
These are Gaussian
curves!
Yeah? Looks like my
girlfriend...
There are two things you should tell your audience
And the What part is always more difficult
Because it is easy to forget that people around you do not know
as much as you do
Let us be clear here
Assume, people know nothing about the area you are an expert in
There are a few tips on what you should do to make your point:
• go visual • be clear• be concise• skip the details
Here’s how
Go VisualShow how it works
3D does amazing things nowadays.Explain everything to artists – they are your first target, they have to understand what they need to create
Be clearImagine you are talking to 13-year old children. This is exactly the level that grown-up people have in areas they know nothing about
However, don’t try to entertain them more than enough:
13-year olds are serious people, they handle multi-variable expressions and use iMovie for home work
Be conciseIf it is a live presentation, make every part 20 minutes long. If you can make all of it in 20 minutes that will be great
If it is a short film, make sure that you show something new every 20 seconds
Skip the details
Details can wait. First, comes the general idea, then - the details. You will need them, but later, when the audience is already hooked
And then comes Why part
Why part gives the answer• What does your product do?• Does it make the life of people simpler,
easier, safer, happier?• Or does it bring balance, comfort,
convenience, freedom, or improves the KPIs?
• Tell them straight. They will never guess. I swear
And there are truly thousands of ways to do it
So, it is easy:
By Katerina Kovaleva
Copywriter, scriptwriter, script doctor