It’s that time of year when I am asked to judge a marketing contest. For confidentiality reasons, I won’t reveal details of the contest, but what I will share is the lessons learned. I always watch for trends, patterns, highlights, and opportunities for improvement.
1. Print is Strong
The print ad category was especially strong this year. I appreciated the ads on high-quality paper with glossy finishes that showed off photos and artwork.
What surprised me was how some organizations took advantage of seemingly innocuous pieces and turned them into artistic advertisements. This category showed me how we have come to have high standards for every piece of paper that crosses our desks. I saw gorgeous insurance benefits pieces and service award books! These too can sell! Internal ads and communication should not be neglected.
My print takeaway is: Quality counts. Aesthetic and paper quality will win every time.
2. Take Graphic Design to the Next Level
Graphic design is becoming more accessible. Gone are the days when you had to have fancy software and a big budget. Today, almost anyone can design an eye-catching design or piece of art in minutes. What does this mean for the graphic design contest? Competition is fierce!
In this contest, I look for fresh! What can you do that hasn’t been done before? What will appeal to your audience?
One opportunity that I noticed in the designs, was overcomplexity.
My design takeaway is: Ask someone to check your work and be a ruthless editor. Editors should ask designers why they included certain elements. It shouldn’t be just for aesthetic reasons; graphics should add to the story or objective of the piece. Keep things simple by removing what doesn’t need to be there.
Additionally, make sure your piece stands on its own. Some items were great as a part of a series or injected into a bigger piece, but some of them couldn’t stand on their own. Many of our designs or communication pieces are shared independently (think of just the image being shared on social media without the story). Each design needs to make sense individually.
3. Consistent Campaigns with Measurable Results Win
In the marketing campaign category, the graphics were strong. The winning entries knew their brand, were consistent and could quantify their results.
Branding should be consistent. An overhead view of a set of communication pieces from one organization should show one brand. Test your effectiveness by looking down from 10,000 feet. (Picture an Instagram profile with a clear aesthetic throughout their posts.)
The true test of any good marketing campaign is a positive return on investment. More than just looking good and creating social media buzz and excitement, a comparison of website views and engagement over time should show a spike in interest during an effective marketing campaign. Look at the last six months or the last year, what got the most attention? Why? Do more of that.
My marketing campaign takeaway is: Show me the results. Graphs showing website views and engagement should show measurable results from your campaigns. A marketing campaign shouldn’t just be pretty. It shouldn’t just be an expense. An effective campaign can show a positive impact on the bottom line.
Do you need a marketing advisor to give your communications a critique? Call Terra at 715-584-6773.