Why Creativity is Important In Advertising

creativity

Why Creativity is Important In Advertising

When you listen to your favorite popular song chances are that the subject matter isn’t a unique concept. Whether it is about love, feelings of loss, or existential life questions, the likelihood that there are thousands of other songs that address the same issue is pretty high. So what is it that makes that song so appealing to so many?

In most cases the reason for the song’s appeal is that the writer/performer has found a unique way to deliver an old message. This creative delivery of a standard message is what helps to set mediocre tunes apart from all-time classics. This concept can be applied to many other things in life and business in the hopes of striking a chord in someone who has been inundated with the same messages day in and day out for their entire lives.

Let’s face it, most business are not very exciting and your business may not be as interesting as the newest technology firm that has thousands ready to pounce on a chance to get in on their IPO, but it makes you money and that’s all that matters. When it is time to reach out to your potential clients with your “sexy” auditing services or “riveting” dental practice, creativity can go a long way in helping your message get through the filters people have set up to avoid undesirable information.

How to Come up With Creative Ideas

Tapping your own creativity can be difficult, especially if your profession requires extensive and consistent analytical processing of information. When developing your advertising ideas it is a good idea to separate yourself from your daily routine. When you step out of your normal routine you are open to new ideas and thoughts. The best way to do this is leave your office and find an inspiring location that might help get your creative juices flowing. Try to clear your mind so that you have blank canvas to work with. You don’t have to book a safari in order to extricate yourself from your traditional environment. Take a pad and paper to the park, your laptop to a coffee shop or your voice recorder to the beach. Take notice of people’s interactions, the variety of new colors and sounds, the different shapes and textures that you see.

Next, try to imagine that you are a member of your target audience. What do they see, hear and feel? What is important to them? How would they react to the environment you are in? Jot down any and all ideas simple, profound, inane, idiotic or brilliant. You never know when you can start to synthesize a great idea from something trivial or seemingly irrelevant. Use the notes you have taken to construct a theme or idea that may seem a bit out of the ordinary, funny or even weird. It doesn’t matter if the idea you come up with is good or not. You are just trying out new muscles that you will need if you wish to continue your efforts at developing out of the box ideas.

Take it for a Test Drive

After you’ve fleshed out a few of your new ideas bring them attention to someone who you can trust to be honest with you. Don’t fear embarrassment or criticism, if you do you will never be able to fully take the plunge into uncharted waters. Use the feedback to hone or redirect your ideas until you find something that you think works.

The more comfortable you become with taking a different perspective on things the easier it will be to come up with something more creative than past endeavors. This applies not only to advertising design but all other aspects of anything that you produce.

If you come up with a great idea and don’t know how to bring it to fruition, or are still stuck without any new concepts it is time to consult with a professional. Shoot us an email at info@promotionlotion.com or give us a call at 1-877-568-4665. We’d be glad to help you reach out to your customers in an exciting new way.

View our creative design products and services at www.promotionlotion.com

Tangible Marketing

business-costs

Stop being cheap and lazy- it’s costing you money!

I just called you cheap and lazy and right now, because you might feel offended, you are considering whether or not you should continue reading this article. The smart business person will read on because they have capability of digesting the hard facts without taking them personally, but that’s for another article.

Now that I’ve made a bold statement it’s time for me to justify it. Computer technology has come a long way over the years and has made a lot of our lives much easier. Automated emails and online advertising can save you time and money as a business owner, but only if used wisely and in tandem with more traditional methods of marketing and advertising.

The exponential expansion of web content aids in the dilution of any ad or marketing piece that is floating around in this virtual jungle. Because web ads and emails seemingly cost very little in comparison to print media, a credibility problem can arise even without apparent justification. For example, ABC Services, for lack of a better generic name, decides that they are going to cut costs by sending out all of their direct marketing material electronically. They abandon their postcard campaigns and design a fancy HTML newsletter. By sheer virtue of the fact that this campaign costs almost nothing, it undermines their goal of establishing trust with their potential customers. ABC Services made no perceivable investment in conveying their message which will most likely be deleted immediately.

That is not to say that Eflyers are not useful or effective, quite the contrary, but without being used in conjunction with a tangible marketing/advertising piece like a sales letter or a postcard, their effectiveness is not optimal.

A large part of branding and sales is psychology. You have to win the trust and confidence of your potential client. Making an investment in reaching out to them with an offer is one way to do this. The fact that you have spent time and money on developing a direct mail postcard or a sales flyer shows that you have confidence in what you are trying to sell.

Even when you spend money on online advertising the results of that investment are fleeting unless you have enough of a budget to consistently keep your offer in the consciousness of the customer. The big boys can afford this- most of us can’t.

Tangible marketing pieces also have a longer shelf life, especially if they serve a purpose beyond a mere sales pitch. That is why you’ll see business cards with calendars on the backside or bookmarks with a prominent special offer or promotion.

Don’t be cheap and lazy and take the easy, yet ineffective path. Visit Promotion Lotion today to see the variety of ways we can help you reach out to your existing and potential customers with tangible marketing materials of your own.

How Small Business Should Deal With Recessions and Economic Downturns

recession

I’m sure at this point you have “recession fatigue”. The talking heads have been debating it for months and the stock market has been ping-ponging wildly for just as long. The fear of a recession is paralyzing for some small business owners because of the possibility of it effecting your bottom line. This article will focus on a few things that you can do to capitalize on the current part of the cycle that we are in.

1. Stop Panicking!

Yes, the idea of decreased sales is something to rattle the strongest of constitutions, but don’t let it become a self fulfilling prophecy. In most downturns businesses decide to cut their budgets, which is not unwise, but cuts in the wrong areas can do more harm than good. The economy is not going to come to a complete standstill. There will still be a demand for your product or services and that is why you need to gain market share. Your competitors are waiting for you to drop the ball when it comes to communicating with your target market. Don’t fall into the trap. Preserve your marketing and advertising budget. It’s time to get serious and attract the customers that are still willing to buy.

2. Become a Better Marketer.

As mentioned earlier you will need to grab a larger share of the market. In order to do this you have to take advantage of the means and methods available. Learn how to convey the consumer benefits of your product or service in a clear and convincing way. Stop telling your potential customers about your company and it’s history and start telling them what you can do for them and how your product or service can help to fill a void, alleviate a burden or save them time and or money.

3. Start Planning.

If you are faced with some downtime use it wisely. The downturn will not last forever and by using your downtime to prepare for the recovery will help you to fully capitalize on the natural cycle of the economy. Take the time to organize and streamline the everyday procedures in your business that slow production and hinder you from taking on additional work. Position yourself to be able to handle more customers when times are better. For each business this means different things, but the idea of efficiency is broad enough to apply to whatever field you might specialize in.

Eric Young is the President of PromotionLotion.com, a firm dedicated to helping businesses and organizations reach out to the public as creatively and inexpensively as possible. Please visit www.promotionlotion.com to learn more.