We hear how marketing has changed and continues to change at a breakneck speed. I would argue nothing has changed in how to best tell your story – how your product, service, idea, or business solves a problem for your customer – effectively and efficiently to create results.
The formula remains consistent: research and insight to drive strategy, strategy becomes creative that is put in the right places at the right times in front of the right people, and ongoing measurement, learning and adjustment follow. In reality, there is often little to no differentiation anymore. Many companies offer the same thing and behave in remarkably similar ways while talking to the same people in the same places.
We now see or hear 4,000 to 10,000 ads each day. We only notice about 100. Of those 100, we register and remember even less. The number of places and channels where we can tell our story continues to evolve from traditional channels to the plethora of online and digital options. There are more competitors and options for consumers and consumers have a new set of expectations.
How can we differentiate and create successful marketing?
It is the “how” of marketing equation that makes all the difference. Creativity. The ability to find unusual and surprising solutions to a problem. To be different, unique, or unusual. As David Trott said, “Creativity may well be the last legal unfair competitive advantage we can take to run over the competition.”
Being disruptive breaks through the sea of sameness consumers are drowning in.
Stephan Vogel was right: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”
Studies have shown creativity matters, and that creative marketing is considerably more effective. A dollar invested in a highly creative ad campaign has, on average, nearly double the sales impact of a dollar spent on a noncreative campaign.
Research identifies five dimensions of creativity that most effectively influence consumers to take a desired action: to buy, to support, to change perception, whatever our goal. Originality, flexibility, elaboration, synthesis, and artistic value give smart marketers the ability to break through, get noticed, and, most importantly, get people to act.
Creativity drives success. Brands who want to stay ahead, foster innovation, and stand out in a competitive marketplace need creativity to achieve their objectives and fuel their growth. The value and power of creativity needs greater recognition.
Creativity takes courage, perseverance, and a little bit of faith. A single creative idea can transform the fortunes of your business or a brand, we do it for clients every day. Reach out to learn more about how we can put the value and power of creativity to work for you.