A Guide to Instigate Positive Changes through Media and Advertising
With the power and responsibility of media to today’s society, thinking creatively is necessary that it can do wonders for brands, but never underestimate what the creative heart can do–the one that can do the impossible.
The media we consume daily has an impact on our thinking, behavior, and emotions. So, what has been happening in the world lately?
If you’ve fallen into a pattern of regularly watching or listening to the news, the majority of what you’re consuming is likely about the coronavirus (COVID-19) crisis and updates, especially about the Omicron variant that raises alarm across the world.
Whether or not the world is really getting worse, the nature of news will make us think that it is. Every day, the news is filled with headlines and stories that warn us of the coming plagues, pandemics, and crises. Then, how is it possible to create positive changes all around the globe with the media?
While you might still be wondering the “how’s”, Merlee Cruz-Jayme on her presentation at APMF elaborates 3 ways to make it possible. Firstly, start with yourself. In order to create real positive impact on society through media and advertising, you need to have a genuine compassion within to help and optimize the creativity with the heart. Secondly, always start with a visible vision that gives impact on others. Last but not least, start with a medium to deliver your vision that is written from the heart.
With so many problems that are being faced up by the world these days, there is a lot of media you can choose to instigate changes and not limited to solving the world’s problems, but also your customers’. When you use creativity to promote your products or services, you will certainly do rational selling by thinking “how can we sell it better?”.
However, in this fast-paced world, creativity needs to come from a different place, as it has been mentioned multiple times before–the heart. The only way you can do your part as marketers to win the hearts and minds of your customers is through providing them a powerful meaning.
In the marketing and advertising industry, the phrase “winning hearts and minds” is a common-heard phrase. More and more brands are leaning towards advertising that generates impact and awareness about events, and raises specific feelings in the community.
Moreover, if you want to connect better with your customers’ hearts, the first step to be taken is to figure out what you are really selling, then execute your strategy by prioritizing these 3 components:
Authentic marketing
First and foremost, decide what type of aesthetic that will most resonate with your customers. What kind of look that suits best to represent your brand and which emotional tone to use in order to show customers that your products or services are relatable and helpful to solve their problems, or fulfilling their needs.
Appealing to senses
We experience and absorb emotion from information with all of our senses. Thus, brands need to look for opportunities to engage customers’ senses in every piece of delivered-communication, from video ads to product packaging and in-person experiences by using components like colour, lighting, expressions, music, dialogue, etc.
So, what do you want your customers to feel, focus on, and remember? Figuring it out will be very helpful, because every small decision is an engagement opportunity.
Speak with actions
Your actions always convey your values and priorities in ways that words can’t. Therefore, it is vitally important to think about every touch point you have with your customers. Try to always take even the ordinary into a memorable experience for them.
Those are the ways of transmitting messages, selling products, and helping to suggest a solution to social issues by connecting with audiences/customers through actions and interactive communications that touch their hearts. Therefore, with the power and responsibility of media to today’s society, thinking creatively is necessary that it can do wonders for brands, but never underestimate what the creative heart can do–the one that can do the impossible.
