Commercial Strategy is as creative as it is data driven. While we use data to understand markets and behaviors we know that people accept messages visually. Understanding what messages to present to the market is a strategic decision, but deciding how to present them to market is a creative one. The consistency of brand, wording and design correlates directly to a successful sales and marketing strategy.
Statistics show that a strong and consistent visual brand message significantly impacts business conversion rates. In a recent study conducted by BMW the organisation were able to show that for the five years prior to the rebrand the conversion rate for tenders had been 20%. When the rebrand was completed and consistent wording and images had been put in place across all marketing platforms the tender conversion rate rose first to 25% and in subsequent months rose to 50%.
An established brand gives the immediate impression of professionalism and appears trustworthy, this is particularly important for organisations who are in the growth stage of the business cycle and are entering new markets or regions.
A branded website or document will often be the first interaction potential clients will have with your organisation. Statistics tell us that a website only has 6 seconds to really capture the attention of the visitor, brochure statistics are largely the same and it is incumbent on your creative team to ensure that your brand selling message is clear and consistent on all platforms, so that the 6 seconds spent judging you are spent well.
The ability to capture the attention of your target market is reliant upon the skill of your Creative Team. The difference between good design and bad design is attention to detail. The perfectly pitched “ting” of a successful command, the transition from one menu structure to another as your devices responds and the pixel perfect imagery possible even on the largest of Mac screens. These details matter and the user experience people expect now is ever more intuitive and accurate.
Most importantly, your Creative must deliver sales. Creative should either be for the purpose of direct response or brand awareness and the wording and images, which are most appropriate, will be dependent on the business and campaign aims. The effect of creative can and should be measured. A/B testing for both on and offline materials helps refine and focus branding efforts and should be an ongoing part of your creative strategy.