The success of marketing relies on creative strengths, at least partially. You may logically have a better project, a measurably long history, and an objectively lower price than your competitors, and if your marketing messages are stale and boring, people won’t look at it again. Creativity will make you move streets ahead in a world full of advertisements, thus helping you stand out from your closest competitors, making you more memorable in the minds of your customers.
Well, the solution to this is simple. You should be coming up with more unique and creative ideas. It might not be that easy. You just can’t force creativity, and often, “creativity” alone doesn’t make an idea successful. But before you get too desperate, try the following strategies to come up with more innovative and path-breaking ideas for your own campaigns.
- Read the Marketing News
Companies are always up for launching the latest advertising campaigns, and some which break stereotypes and challenge industry conventions. The more you get to know about these constant discoveries, the more disruptive ideas you can apply to your campaigns. This doesn’t mean you have to copy these campaigns, but it will work for you as an inspiration. For instance, if you’ve recently heard of a large retailer’s guerrilla marketing tactics, you can take the same bluff and apply it to more familiar realms.
- Check on Your Competitors
Competitors may not offer the same award-winning, attention-grabbing tricks that big brands offer, but they will have the same goals, products, and audience, giving you a more direct view of your campaigns. How do people react to this? How can I change this to fit my own brand? Don’t just duplicate the campaigns. Instead, use it as inspiration for your own brainstorming sessions.
- Pay Attention to What Interests You
It has to do with the way you live your life beyond the digital realm. Too many marketers are so preoccupied with thinking about what other people might be intrigued by, they ignore the first-person view when they meet. You may not be a good fit for your company’s target demographics, but if something in the natural world naturally interests you, then perhaps others will, too. For example, did this bus ad make you turn? Ask yourself why. How many days do you remember this ad? Ask yourself why. Bring these elements and incorporate them into your next campaign.
- Meet People from Your Target Demographics
To be an effective and creative marketer, you need to know the ins and outs of demographics. For many, this means conducting an exhaustive secondary quantitative study of demographic trends but does not provide an accurate picture of these people. You should rather take a personal approach. Make sure you can meet and talk to customers personally, perhaps on a friendly level. You will understand their point of view better and they may offer you the next creative breakthrough.
Don’t put the burden of generating ideas entirely on yourself. Your organization may have an entire team of marketing colleagues, and even if you don’t have a team, you may have mentors or colleagues who can help. You don’t have to brainstorm formally, but don’t be afraid to ask others if they have ideas you’d like to incorporate into future marketing campaigns. Most ideas need tweaks and modifications, but at least they’ll help you get started.
Forcing yourself to come up with creative ideas will hinder your progress. Even if it is difficult, move aside from the problem and let your mind stroll on its own. The more freedom you give to your thought process, the more interesting it can move your thoughts. These strategies are not meant to dull the creative spark, they are just paths and motivations that can help you follow this creative mindset. Find your own rhythm by being patient.
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