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Is your web banner a supermodel?
A client recently asked me, “Why are there so many beautiful people in ads and so few normal looking people?” I replied with the industry standard response, which was that companies like to associate their brand with attractive people and also make things look nice and appealing at the same time. Simple put you would be more inclined to buy from an attractive person than an ugly person, writes Francois Vorster.
Well of course that depends on what they are selling and at what price, but it also depends on your current state. Let me unpack that quickly:
Have you even been really hungry and eaten something that tasted OK, but felt like it was one of the best meals you have ever had? This is the same thing. An attractive shop assistant or sales person is more likely to get you to purchase.
Attractive also extends beyond someone that is easy on the eye to include charisma, charm, appeal and self reference criteria (how do we relate to that person, or see ourselves in that person).
On the Web a banner or advertisement is a similar concept; it has to appeal to your target market. But here is the catch – your traditional creative work cannot simply be reformatted and put online and be expected to work. A picture that looks wonderful in a glossy magazine doesn’t necessary work online.
Rule 1 – The Web strips away the makeup. You must have seen pictures of famous people and supermodels with and without their makeup – scary isn’t it? In a print publication millions of people may see your ad and have an opinion. They may even tell someone about the cool or bad ad. On the web they can write about it and have everyone see and read it, and that opinion may ultimately be seen by more people than was the cased with your ad.
Rule 2 – The Web is read on millions of colour screens. That bronzed supermodels body may be pasty and yellow on someone’s screen. The banner creative’s objective is for someone to notice and take action. Either click, call or remember for future use. Do you want an ad that your customers respond to or an ad that teenage boys think is hot?
Rule 3 – Break through the clutter. This phrase was brandished about a lot in the agencies I worked in, and strangely enough it’s true. Look at one of the local “Christmas tree” websites with loads of graphic ads on its homepage. Which ones do you remember?
Research has shown that people remember or respond to ads that are relevant to them, and ignore the rest. So you need to you break through the clutter and make your ad relevant, make a person hungry even when they aren’t.
Look at Ferrari as an example; most people want one but cannot afford one or will ever have one, but they still want one. So; be unique and effective it’s actually quite simple.
So to be effective think a little differently and focus on your business deliverables, not just pretty pictures since the web is a unique channel. Being effective is easy yet often requires different thinking and can yield great results when the right approach is taken.
Want some thoughts on your campaign? You can email me on
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
or call me on 011 0234 369 or go to www.solarstorm.co.za. Well stay cool, stay focused and always be nice to the unconnected.
