Good Design Increases Ad Builder Use

November 3, 2011 Deb Griffith

An issue our sales team often encounters is a company’s hesitance to use ad builders because of the belief that they won’t be used well, if at all, by their distributed marketers. This stems from many reasons, including previous experience with a distributed marketing platform and results from other corporate driven marketing programs. And the concern is legitimate.

One thing we know is if a brand’s marketing program and ad templates aren’t fashioned to what the channel needs, there is a good chance they will fail. Spectacularly. And expensively. Which is why the right ad builder processes are crucial to helping channel based marketing programs succeed. The best advice we can give is based on our client’s previous successes.

  1. We’ve reviewed some of the campaigns that produced great results and have come up with these suggestions on structuring ad builder template designs: Don’t use too many fields. There can be too much of a good thing. When you’re working with local marketers who don’t have the time or experience filling in lots of different variables using an ad builder, they may find the job overwhelming and frustrating.
  2. Offer customization options. Choices are good, usually. But creating predesigned field options that local marketers can select from limits message variation and makes the ad building process run more smoothly. Brands can even populate field options by pushing data from corporate databases, automating the entire effort.
  3. Design messages in different formats. Local marketers know their areas and customers better than corporate marketing departments do. Crafting brand messages across different media lets local marketers build what types of ads work best for them. None of these tactics are difficult to implement, but their impact can be significant. And a little design consideration can go a long way toward increasing program participation in distributed marketing environments.
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