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Creativity is good for business
No one knows exactly how many marketing messages fight for your headspace, but it's estimated that we see / hear / (smell?) between 3,000 and 20,000 each day. Hold on, assuming the actual figure is somewhere in the middle, let's say 12,000, and we're awake for 16 hours a day, that's (gets calculator out) one every 4.8 seconds!
From product placement on breakfast news, to the ads that pop up on your Facebook page, unless you live in a cave, the sales pitch is relentless.
So what's going to set your business apart?
– Price? Maybe, but if you're not careful, that just means kissing your bottom line goodbye. There's a great post on the Guardian blog – How can Amazon pay tax on profits it doesn't make? that says it all.
– Product differentiation? If you can hand-on-heart claim an absolute indubitable USP, go for it; this is the holy grail!
Don't do 'me too'
If you're not unique, that doesn't mean you have to be 'me too', because it's creativity to the rescue. CREATIVITY; Google sums it up beautifully as 'the use of imagination or original ideas to create something; inventiveness'. It's the perfect tool for turning the slightest whisper of a difference into a reason to buy your brand, rather than your competitor's.
If creativity wasn't such a powerful business tool, BMW would probably say something like 'We make really good cars, please buy one'. And Audi might pitch in with 'We make really good cars too, so if you don't want a BMW, please consider an Audi.
Of course, both BMW and Audi use price and product differentiation as sales tools, but boy do they pull out the stops with creativity to get the message across.
I'm not suggesting that creativity is all you need. Let's face it, if your design grabs someone's attention, charms them and takes them on a journey to a terrible product, you may as well not have bothered in the first place.
Great creativity in design and marketing is grounded in 'brand truths'. It helps bring the essence of the brand to life, makes it enticing and makes sure it gets noticed.
Creativity - the basics
There are a million and one guides to flexing your creative muscles, but here are the basics (and there's nothing wrong with that):
1) What do people want – once you know who they are, find out what you have that will get them interested.
2) Single-minded messaging – focus in on that one magic something that matters most to your audience.
3) Stand out – whatever your competitors are doing, do your thing bigger, do it better or be different.
4) It's not all science – people are moved by emotions just as much as by whizz-bang product features – make 'em laugh, make 'em cry, make 'em love you!
Oh and one last thing, make sure you use Drummer for all your design and marketing – that's 12,001!
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