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Fulfilling the Mad Men Promise of Creative - Michelle Stinson-Ross

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State of Search Conference
State of Search Conference

Fulfilling the Mad Men Promise of Creative

Marketing
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@MStinsonRoss FULFILLING THE MAD MEN PROMISE OF CREATIVE
@MStinsonRoss MICHELLE STINSON ROSS @MStinsonRoss Director of Marketing Operations Conference Speaker, Trainer & Regular Industry Contributor Marketing Generalist with experience integrating Content, Search, Social, Paid, Email & Traditional Marketing
@MStinsonRoss
@MStinsonRoss
@MStinsonRoss AGENDA  Relationship of ad creative to audience and content  Various creative elements of social ads  How to test for the best combination of creative elements
@MStinsonRoss CREATIVE + AUDIENCE + CONTENT
@MStinsonRoss
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@MStinsonRoss CREATIVE IS THE STIMULUS
@MStinsonRoss
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@MStinsonRoss GOAL + CONTENT + AUDIENCE + CREATIVE = VALUABLE DATA COLLECTION
@MStinsonRoss BUSINESS GOALS • Increased Brand Awareness • Boost Brand Engagement • Build Community
@MStinsonRoss BUSINESS GOALS • Drive Traffic to Website or Storefront • Increase Press Mentions • Generate New Leads • Increase Sales & Sign-ups
@MStinsonRoss BUSINESS GOALS • Social Customer Service
@MStinsonRoss BUSINESS GOAL Cultivate a community of 10,000 likeminded Facebook users likely to purchase fair-trade sustainable clothing online.
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@MStinsonRoss BUSINESS GOAL Convert doctors eligible for medmal coverage from Facebook connections to leads at a rate of 9%.
@MStinsonRoss
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@MStinsonRoss CREATIVE ELEMENTS
@MStinsonRoss Post Text Visual Headline, Description, CTA
@MStinsonRoss CREATIVE TESTING
@MStinsonRoss
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@MStinsonRoss TAKEAWAYS Creative is the Stimulus Without it you have no data to collect
@MStinsonRoss TAKEAWAYS Creative designed to match goals with audience and content drives better data
@MStinsonRoss TAKEAWAYS Creative must be methodically tested
@MStinsonRoss TAKEAWAYS Algorithms and AI cannot craft psychological, nuanced creative like a human can.
@MStinsonRoss THANK YOU MICHELLE@APOGEERESULTS.COM

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