Stories are potently engaging – there’s neuroscience to back up that claim. But too often, they don’t do much selling. And isn’t that the whole point?
Creative advertising isn’t limited to award shows and industry cocktail parties. David Ogilvy once said: “If it doesn’t sell, it isn’t creative.” At Eicoff, we subscribe whole-heartedly to that sentiment.
A creative advertising idea can do more than just entertain. It can educate. Demonstrate. Inform. It can even…sell. If you’ve identified the right audience, they will engage with the information even more than a funny story or poignant moment. It’s more than just a creative ad, because you’re providing your consumers with something they need. There’s inherent value for the viewer. We call it Storyselling. For more on this approach, click here.
Storyselling builds brands while generating response. Embedded in every response is useful data, critical to tracking, measurement, and optimization. And invaluable to the creative process. Data-inspired creative embraces information generated from consumers’ interactions with the brand, and helps identify insights, guide messaging, and prioritize benefits.
At Eicoff, we specialize in creating video content built on honest consumer insights, bold brand promises, and an unapologetic commitment to selling. Data-inspired creative advertising and Storyselling are part of our creative philosophy: It’s one thing to get someone to feel something, and another to get them to do something. Actions, as they say, speak louder than words.