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Marketing Fundamentals – Creativity with Direction

Posted by Administrator On June - 13 - 2014

You may have your own ideas of what creativity means. You may also be struggling with your company’s advertising and/ or income. With regard to marketing, the definition of creativity is very different than it is in relation to the arts. Marketing uses many of the artistic genres including composition, design, photography, film, music, dance, and theater, but the intention and outcome are not alike by any means.

Advertising experts use certain guidelines to aid them in focusing their creativity. Consider the following ideas compiled by a variety of creative professionals.

- Creativity exists when you discover any insight that increases your profit. What may not strike you as being artistically creative may be extremely creative in the marketing world if it is contributing to your overall sales. Above all, your profit is way more important than any acknowledgements or awards you might receive.

- You should blend your creative ideas. Invent something that will lend itself to creativity, that will last over time, and that can stand to be used consistently. Repetition is a major component of effective marketing, and your ideas should have the capability to be reused multiple times with subtle changes or in various circumstances.

- Humor is not always the best creative strategy. The material of what the general public finds humorous varies from population to population. Moreover, as repetition is necessary for success, if your idea flops, it will do so time and again at the expense of your company’s profit and image.

- Direct your creativity toward a purpose: selling. Remember the point of inputting your energies and time. Your advertising budget should aim for generating revenue, not just promoting a specific image or designing a well-built ad. All of your advertising should have one goal, and that is to sell your business’ products or services.

- Do not get lost in the entertainment aspect. Your marketing is a serious business. While many creative advertisements are entertaining, show business is not the point. If you happen to entertain your customers, that is an added bonus. However, you want to make selling your business your target.

- Creativity should be a way for you to broadcast your company’s name. Some advertisers make the mistake of not emphasizing their name; amidst the visuals and verbiage, the name is subtly dropped. Be sure to create an ad that exclaims your name. Tell people who you are.

- Use creativity to make an element of distinction in your advertising. Take advantage of the opportunity to create an impression in the mind’s of the observers. Tell people about your special benefits, your standard of quality, your unbeatable deals, or your long history of existing as a family owned business. Tell people why you are different than the competition.

- Do not wait on a lightning bolt of inspiration to strike you. Creative experts are not merely enlightened. Neither do they slave away mindlessly waiting to design the perfect advertisement. If you truly want to explore and express creativity, become knowledgeable. Take a class, do research, learn from the best, and study design and marketing principles.

- In the invention process, begin with general ideas and then move to more specific ones. Creative ideas should be the predecessors for more concentrated efforts like slogans, visuals, tag lines, and fonts. First start with the kind of message that you are promoting, and then build from there.

- Remember that the best marketing creativity withstands the test of time. It doesn’t become passe or outdated in a few years. It has the capability of surviving and of actually improving with time.

Again, artistic creativity and marketing creativity are of different worlds. Your priorities should fastidiously remain dedicated building your company’s sales. Reflect upon GE “Bringing Good Things to Life” or being “In Good Hands” with Allstate or Elsie, the Borden cow. These are not just good examples of creativity done right. They are long lasting icons of creative ingenious. It is no coincidence that these brands have survived the changes of the decades. Wisely, these businesses were aware of the dangers of constantly altering an image, logo, slogan, or visual and the importance of stability.

Time and again, businesses make the same mistakes. They rely on the wrong definition of creativity. They publish ideas and then scrap them. They wonder why they lack customer loyalty, brand recognition and much-needed sales.

In conclusion, follow the lead of those who have achieved success. Know the differences in creativity.

-Rick Sheldon

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