Creative Strategy

Quick “N Dirty Conversion Rate Optimization (CRO/UX) Audits

 Our very own Multi-Media Design Manager Jon Dickson walks through his approach to understanding poor conversion rates for one of our print-on-demand clients.

https://youtube.com/watch?v=nl0otFxIRyM%3Frel%3D0

We Can Impress Prospective Clients with Sample Ads

Use your resources to create sample ads. This will impress the clients and add to your presentation.

Maya had the opportunity to pitch a really cool brand recently along with Ian and Paul. They put together a series of Rockstar ads from available resources.

<figure class=”wp-block-video”><video controls src=”https://k.commonthreaduniversity.com/wp/wp-content/uploads/2021/03/Tide-4-Step-Concept.mp4″></video></figure> (log into youtube with your CTC account to view the video)

Test and Win?

Wondering how to test ads and ad creative without sacrificing too much in the way of performance? Check out some of these strategies from Jeff Srithongrung!

https://youtube.com/watch?v=6i7iUOfKBNo%3Frel%3D0

If you’re having trouble viewing this or any other video on Common Knowledge, be sure you’re logged into your CTC YouTube account by visiting youtube.com and try again.

Establish Narrative Tension

Wondering how to create narrative tension in your ads or elsewhere? Check out this illuminating 15-minute workshop from Spencer Slovic on the topic.

https://youtube.com/watch?v=YnRu0glkEkY%3Frel%3D0

(log into youtube with your CTC account to view the video)

Creative Strategy

The thing that clients appreciate most is STRATEGY backed up by numbers and data.

Shared by Lynn Leui.

Build 65 Ads a week

Part 1 – The Story

https://commonthreadcollective.box.com/s/9fb62lkahofak4rx9e0zyap4bsxs577p

And here’s Andrew talking through a lander unlock for FC Goods: https://www.loom.com/share/5bbc27539dbf4c05a8a09d448056a499

Work Well with Creative Circle

Nana: In working with Creative Circle, I was under the made-up impression that in working with a creative freelancer I could just keep using that person on ongoing projects. Anything in relation to setting up new projects and hourly rates is between Creative Circle and the contractor, so let them do their job in that way.

Treat the Patient Not the Numbers

Take a human approach when dealing with a project. Don’t focus purely on the numbers rather look at both the data and the company objectives.

Lynn’s dog Cy has been very sick since the week before Halloween, and she’s been very obsessive about his health indicators and numbers. His numbers were terrible the day he was diagnosed, but she decided to treat the patient instead of treating the numbers.

Clients are much the same. We want to know what their numbers are so we can make decisions, but sometimes it pays to pay attention to the client more directly and carefully. If a client needs a particular communication style, that may matter more than spending your time digging into the detailed metrics.

Find Balance between Brand and Direct Response

Through a challenging time with Love Wellness, Lynn realized that we have options for different funnels of creative, and how we message things. Lynn usually leans toward brand, but she’s been talking to a friend about leaning more on direct response type messaging.

Her friend took out all branding and went to strictly sales messaging when Covid hit. Nissan is another example of this approach. Nissan started as very brand-focused, but they discovered they got faster turnover through sales-focused creative, but they lost brand equity in the long term.

The key here is to examine a brand carefully and figure out the right balance between brand versus sales-forward messaging for each client

Create Quality Over Quantity

In looking at all the KPIs across CRTV including account performance, AIDA, and client satisfaction, there’s an indirect correlation between the quantity of briefs and ads with those three metrics.

We might assume that more briefs, means more ads, means more performance, but this insight shows us that thought work and quality make a difference.

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