Bombarding your target audience with repetitive and consistent messaging may get you noticed, but it won't make you stand out from the noise.
But there is a way to make your marketing stand out. It's all about boosting creativity. And you don't have to go full Picasso or Mozart to achieve that goal, either!
From harnessing original ideas that excite customers to sharing quirky content on social media, creativity can spice things up and add color to your campaigns. In this article, I'll look at five simple steps to help you be a more creative marketer and prevent you from sliding into the abyss of bland marketing.
1. Determine your marketing objectives
Ah, marketing objectives. The sweet nectar of any successful marketing plan, and also where it all starts.
But let's be honest: Determining these objectives can feel like navigating a corn maze blindfolded. And just when you think you've reached the exit, you turn the corner to find another dead end.
Fear not, my fellow marketers. Take a deep breath, grab a coffee (or tea, we don't discriminate here), and take a closer look at what's needed.
What are you trying to achieve? Are you looking to increase sales, build brand awareness, or generate leads?
Determining those factors will simplify the campaign process and help you determine your target audience and the messaging that will resonate best.
When considering your objective strategy, setting deadlines for your goals is crucial for making steady and substantial progress over time. Failing to set a deadline leads to procrastination, ultimately resulting in a slower success rate. Be disciplined and goal-focused.
2. Align your creativity with your brand
Although it's essential to be creative, it's also important to maintain consistency with your brand's values and messaging.
We all know that standing out from the crowd is more important than ever, and a strong brand identity is what sets you apart from your competitors, so make sure your creativity aligns with it.
Consider Apple's marketing campaigns. Apple's products are sleek, minimalist, and innovative, and its marketing campaigns reflect those values.
Your brand is more than just your logo or tagline; it's the essence of your business. Creativity can be crucial in enhancing that essence, making it more engaging for your target audience.
Start by identifying your brand's unique selling proposition (USP). Your USP sets you apart from your competitors, and it should be communicated through all your marketing channels. Once you have identified your USP, you can develop creative ideas that align with your brand's values and messaging.
And let's be honest: The whole point here is to take a swipe at the competition to gain more market share. So, use your creativity to align with your brand and resonate with your audience.
3. Stand out from the noise
The third step is to be unique with your messaging.
In a world where everyone seems to be trying to outdo each other, those who dare to be different are the ones who truly stand out. And the same goes for marketing.
To distinguish your brand in a crowded market, your USP should be at the core of your messaging and communicated through all your marketing channels.
Start by identifying your target audiences. Who are they, and what do they care about? Once you have identified your target audience, you can develop messaging that resonates with them.
Your messaging should be clear, concise, and focused on your USP. Use language that speaks directly to your target audience, and avoid jargon or complex terminology.
It's crucial that your messaging connect with your target audience, and being unique and authentic will set you apart from the noise.
4. Use creative tactics
The fourth step is to think outside the box and develop ideas that surprise and delight your audience.
A great example is the B2B campaign "Will it Blend?" by Blentec, producers of industrial blenders for the food service industry. In the campaign, founder Tom Dickson used the company's blenders to blend unusual objects, such as iPhones, golf balls, and even a rake handle.
As well as being entertaining, the campaign showcased the durability and power of Blendtec's blenders, which appealed to customers looking for reliable and long-lasting equipment. As a result, the campaign helped Blendtec increase its sales 700%, making the brand a household name.
To use creative tactics, start by identifying the channels where your target audience spends the most time, whether that is social media, forums, or email. Once you have identified the channels, you can develop creative ideas to capture your audience's attention. Use humor, storytelling, or unique visuals to stand out.
But don't stop there. Yes, we live in a digital world, but you can also consider tactics such as guerrilla marketing, PR stunts, and interactive games at your events.
5. Do the unexpected
The final step is to offer a unique perspective. Your audience is bombarded with marketing messages daily, so you need to provide a new perspective to be heard—which could be through your products, services, or marketing campaigns.
An example that offered a different perspective was Nike's "Dream Crazy" campaign featuring Colin Kaepernick. The campaign was controversial but ground-breaking, taking a stand on social issues and challenging the status quo.
Identify your target audience members' pain points and challenges, and offer a unique perspective. What are they struggling with, and how can you help them?
Develop messaging that speaks directly to those pain points and offers a unique viewpoint.
Take a leaf out of Nike's book and challenge the status quo to show your audience that you're not just another brand trying to sell them something.
Creativity can go a long way toward making your brand unforgettable. So go ahead: Dare to be different in your marketing campaigns, and watch your audience take notice.
* * *
Creative marketing is challenging, but it's worth the effort. A quirky and creative campaign can elevate your brand in a way that conventional tactics often fail to do.
Successful campaigns that are creative in their design and execution are all about getting inside the minds of customers and surprising them with something they weren't expecting, making them feel special and appreciated.
More Resources on Creativity in Marketing
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