June 9, 2016

4 Tips to Help You Create Visual Display Content That Resonates

Every once in a while we see a marketing campaign that flops. Meant to resonate with consumers and steal the show, some marketing strategies (whether it involves a visual display or not) fail miserably, sometimes doing more harm than good. Take Burger King’s former mascot ‘The King’, for example. Created in an attempt to stand up against McDonalds long-time hero Ronald McDonald, the odd looking mascot and his strange commercials ended up turning people off instead of bringing them into the restaurant. The result was a decrease in sales. He fought a good fight, but because of the 6% loss in sales in the first quarter of his life, The King was laid to rest in 2011. Another notable fail was Bud Light’s ‘Up for Whatever’ campaign in 2015. In the campaign, the beer was positioned as the perfect beverage “for removing no from your vocabulary for the night.” The innuendo tucked inside the campaign didn’t make people want to buy the beer, it made them want to not buy it – the exact opposite of what a killer marketing campaign should do. I could write this entire blog post on failed marketing campaigns, but I won’t. I think the examples here and any you might be thinking about right now are enough to make you understand that your content in any marketing campaign needs to make sense, resonate with the audience, and leave them wanting more. So how do you create content for your visual display campaign that really resonates without failing, offending, or butchering your sales? Here are 4 tips to help you create content that resonates with your audience and makes you look like a superhero all at the same time.