Creating Our Own Ads Part 1: Discovery
This is the first of a five-part series on how we used our process internally for creating ads with clients to create our own company advertisements.
You’ve probably heard this expression that, “the cobbler’s children have no shoes,” but what exactly does it mean? Mostly that many people — and organizations — aren’t very inclined to do for themselves what they do for others every day. But we’ve decided to buck this trend in the most obvious way we can think of: putting ourselves through the same process a client would go through in order to create our own ads. And why not? We just launched this fresh new website and we need brand awareness just like everyone else.
But there’s a reason we’re bothering to tell you this, and it’s not because we’re looking to brag. Showing you an insider glimpse into how our ads came to be will give you an idea of what to expect if you start a campaign with us or what you can do if you want to give it a go on your own.
So with that explanation out of the way, we’ll kick off this blog series by talking about Discovery. We usually take this step with clients through a discovery call specifically, and it was the first step we took internally. The normal people who would talk with clients and develop ads – like account managers and art directors – met with our internal marketing team to discuss many of the same things we would talk about on a discovery call, including:
- Goals for the campaign – to boost our brand awareness and retarget site visitors
- Messaging for the ads – to tell our story of how we build connections
- Our capabilities – or, what we could do technically and design-wise
- The execution process – what needed to happen and who would do what
- Timelines – when each step would be completed
- Expected results – the performance we could realistically see
- Answers to questions – to make sure everyone had the same understanding
By covering all these areas we managed to achieve the main goal we have with every client during this first part of the process: the marketing team (a.k.a. the “client”) left feeling that their needs were fully understood, and the team creating ads left with a clear vision of the actions they needed to take to make that vision come to life.
So check back soon for part two of this series where we cover strategy and take another step forward in our customers’ shoes.