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How to Build an Ad for Your Awards People Will Actually Pay Attention to

Whether it’s on TV, online, or on the sides of buses, ads are everywhere and as a result we’ve become desensitized to them. However, that doesn’t mean we’re above their influence. In fact advertising is still an effective marketing tool that can benefit your awards program.

But making an effective ad isn’t so easy. What should it look like? What information do you want to convey? How do you ensure people will pay attention to it? These are all great, important questions that unfortunately can deter awards programs from advertising.

Below, we’ll discuss 7 different best practices to follow when creating an ad for your program. That way whichever medium you choose to use for your ad, you know you’ll be on the right track.

1. Show the Value of Your Program

While you already know why people should want to take part in your program, not everyone else does. Therefore it’s important to demonstrate your program’s value in each advertisement you create.

So make sure your ad shows people why they should care about your awards and what they’ll get out of it (like prizes and recognition).

2. Make it Visually Appealing

You already know that an ad should be visually appealing. After all, few people would stop to read or take action on an ad that didn’t resonate with them. (Learn more about making dynamic images here.)

Check out this ad from the North American Hairstyling Awards. Not only is it stunning to look at, but it draws your eye to the copy and communicates its purpose all at once.

3. Include Your Logo and Name

Your ad can be the most beautiful and engaging ad every created, but if no one knows whose ad it is, what’s the point? That’s why you should always include the name and/or logo of your program. Remember, including your logo doesn’t have to detract from your ad’s message; it can be as subtle as you want, as long as it’s included.

4. Make it Memorable

When designing your ad, remember how many ads your potential entrants see on a daily basis. Because of this, it’s vital to stand out for all the right reasons.

Push the envelope with your imagery, colors, copy, and other design elements to make your ad stand out. Just don’t forget to remain true to the branding and messaging of your organization.

5. Determine What You’re Advertising

Every ad is created with a specific purpose in mind and yours should be too. Pick your goal and stick to it, whether that’s announcing your call for entry or an extended deadline, like the D&ad Awards. Try not to cram too much information into your ad. This will jumble your messaging and people will be less likely to take away the important information.

6. Target the Right Audience

Which industry are you targeting and who in that industry is your ideal entrant? Once you’ve established this, you need to ensure every element of your advertisement is created with that audience in mind. It’s better to appeal to the specific group who will actually apply, than just trying to get as many views as possible.

7. Include a Call-to-Action

Calls-to-action (CTA) are vital because they prompt the viewer to take a specific action (click here, download today, apply now). Remember, you can’t assume that your audience will do what you want just by looking at your ad. As such, you must create and include calls-to-action in all your marketing materials, ads included.

Below is just one example of an effective CTA used by the Creativity Awards.

Advertisements can be effective marketing tools when done right. And, by taking the 7 guidelines above into account, you can ensure that each ad you put out accomplishes its purpose.

Not quite sure how to create the perfect advertisements for your own program? Download our Awards Marketing Bible to learn the ins-and-outs of creating ads for your own awards!

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Miriam Hancock

Miriam Hancock
Miriam is the Marketing Coordinator for OpenWater. When she isn't writing and designing content she paints and cooks for her own personal blog.

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