Introduction
From facility lobbies to tradeshows, our audience experiences our brand in a variety of ways, both in-person and digitally. While our tradeshows do pull in a large amount of traffic, perhaps the largest audience we reach is done digitally through various campaign touchpoints. Most of the people that we reach with our campaigns are often hearing about our company for the first time.
Getting the attention of potential customers is both harder and easier than it ever has been before. With social media, email, SMS messaging, video ads and more, we have a lot of ways we can reach our audience. However, our competition and every other company out there are fighting for their attention too.
Therefore, an impactful and unified approach to campaign marketing material is critical. Without a consistent approach, our hope for brand recognition is close to none.
Creative approach
Campaign materials need to be highly impactful and visually express who we are as a brand, what value we provide, and why our audience should care.
Regardless of the campaign or region, each touchpoint should be made up of the same elements. These are categorized into two groups: fixed elements and flexible elements. With these elements, your campaign will consistency represent our brand while also being flexible enough to meet your individual campaign goals.
Fixed elements
To maintain consistency across touchpoints and campaigns, the following elements are fixed and should be included at all times:
Topcon logo
In ads, the Topcon logo should always be visible. Since our audience may only see our ad for a split second, it is important to always have our brand be immediately and clearly visible.
CTA button
Since all campaigns should have a call-to-action (CTA), it’s important that all actions be represented by a consistent visual cue. Our CTA button should be used near the headline to associate the content with the CTA.
Flexible elements
Every campaign is different. While the fixed elements will be the same across all campaigns, things like messaging and imagery need to be flexible.
Messaging
All advertisements start with a great idea and great copy. Messaging should not be overly technical or focus too much on product features, but more so on the result or benefit that the customer can expect. Our brand personability, voice, and tone should all be followed when creating campaign messaging. See here for more information on brand tone and voice.
Imagery
In addition to great messaging, a compelling image will help draw the eye of our audience. Advertisements need to be simple and to the point. Don’t try to say or show too much. Choose a single image to reinforce the messaging. When choosing an image, pick one that will contrast well with typography and a CTA button overlaid on top of it.