Creative Effectiveness Playbook
- What are people noticing about your customer experience, packaging, or marketing messages, and what are they missing?
- How many messages are we trying to convey to customers (hint: it's usually too many)?
- How can you improve your marketing, packaging, or customer experience to make sure that your MOST IMPORTANT messages and elements are jumping off the (digital or physical) page?
- What are the strategic salience principles you should adapt in your work moving forward?
- What are some relatively low effort, low investment, high reward quick wins we can change right now?
01 How it works
All documents delivered in 3 formats: PDF, PowerPoint, and Keynote
One deliverable document with three sections:
Once we complete the Customer Behavior Playbook process and deliver your documents, here's how it will impact your business:
Frequently Asked Questions
Here are the most common questions we get about the Creative Effectiveness Playbook:
This project can be easily applied to marketing, packaging, retail customer experiences, digital customer experience, or a combination of channels.
Creative Effectiveness Playbooks generally focus on a single campaign or journey with multiple pieces of creative (ad hoc analysis of single creative or in-development creative are available, just get in touch).
We've created Creative Effectiveness Playbooks for many types of clients and projects, including:
- App onboarding user journey (UX/UI, email, push notifications)
- In-store customer experience (digital kiosks, posters, live video, packaging)
- Multi-channel marketing campaigns (OOH, digital, email, in-store elements)
We can analyze a variety of touchpoints, and will customize our analysis to fit your specific needs. Common elements for analysis include:
- App and web user journeys (live and still) including checkout journeys and product pages
- Digital channels: Social, digital display, email, Amazon e-commerce, and more
- Retail channels: Posters, menus, standees, digital kiosks, packaging,
- CPG (FMCG) focused retail: Packaging in-situ, wobblers, endcaps, stands, leaflets, in-cart ads, in-store displays
- Product packaging
- Out-of-home advertising: Billboards, bus stop ads, digital screens, events and sports advertising, sponsorship
- And more...
Visual salience is consistent across cultures with a small amount of variance. Our team has experience analyzing and applying visual salience across many global markets such as:
- The US (all regions)
- Europe & U.K.
- South America
- Middle East & Africa
Yes, of course!
The scope of the Creative Effectiveness Playbook is generally limited to <25 pieces of content for a single project, but most projects fall somewhere between 5 - 15 pieces of content analyzed.
We can, of course, be flexible to fit your needs, timings, and budget - please get in touch with any questions.
Timings will vary based on your individual business challenges and the amount of creative to be analyzed.
Generally this project takes from 3-5 weeks to complete, but your timings may vary.
This will vary based on timing, available resource, what type of creative needs to be analyzed (and how much). We need to get to know your business, its challenges, and existing resources before we are able to scope cost.
Choice Hacking offers Startup and Scale-up discounts for businesses that are just getting started and/or growing.
02 The Science of Creative Effectiveness
Have you ever spent weeks or months toiling over a marketing campaign, just to see it fall flat with customers when it goes live?
“What went wrong?” your team asks themselves, disheartened (and maybe a little tipsy at the office Happy Hour).
You might’ve missed measuring how attention-grabbing your marketing would be in the real world, and figuring out if customers even noticed your message or visuals.
What makes a piece of marketing or a customer experience attention-grabbing?
It’s down to a psychological principle called Salience.
// What is Salience?
Salience describes how prominent or visually striking something is. If an element seems to jump out from its environment, it’s salient. If it blends into the background and takes a while to find, it’s not.
Figuring out if a piece of marketing is salient is really about answering these two questions:
- Do people notice what we need them to notice? (Marketing messages or CX elements)
- Are they noticing the right things? (Calls to action, product photography)
If you want to learn more about Creative Effectiveness and the science of salience, check out the Choice Hacking article here.
// How Does Choice Hacking Measure Salience?
There are lots of salience measurement platforms out there, but the one I trust the most is called DragonflyAI. I used this tool with big global brands, like McDonalds and Adidas, and it works just as well for startups, too.
DragonflyAI is used by companies like Coca-Cola, Microsoft, Johnson & Johnson, and more and has undergone rigorous independent testing for accuracy by MIT (Massachutsetts Institute of Technology).
You can read more about the DragonflyAI tool here.
If you're interested in learning more about how Choice Hacking and/or the Customer Behavior Playbook can help you grow your business, please: