Why Creativity is Important In Advertising


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

When and How to Update the Look of Your Business


Refreshing your brand image can be a positive step towards attracting new clientele, but it also can be a daunting task. As the times change sometimes the style of your identity, marketing and advertising materials might seem to be dated or perhaps your business has simply just expanded and outgrown your existing identity. Take a look around at your newest competition and take some cues from their designs. How does your look hold up? If you have some serious doubts then it is time for a change.

Whether it is time to update that logo that your nephew created or take on a complete brand makeover, you have to make sure that whatever you intend to do is thoroughly thought out.

The first thing that you will want to do is consider how and where this update will be applied throughout your marketing, advertising and print collateral materials. It is important to be consistent throughout all your materials or you run the risk of appearing uncoordinated in your message and efforts.

Secondly, you will want to identify the elements of your existing identity that you feel are important to maintain. This could be a color scheme, shape, font combination or something more abstract like the feeling that the imagery conveys.

Once you know where your changes will be made and how you want to make them it is time to get started testing out your new ideas. It is always important that you have a few options to consider. These don’t have to be polished final versions of a new logo, color scheme or identity attribute. Some broad strokes can go a long way in helping to determine what new style might work best.

Once you have decided on the idea or style that works best it is time for some final tweaks. Choose the final colors, fonts and shapes that will be part of your new identity and adhere to these as much as possible. Make note of the specific fonts and color codes that you choose so they can be applied to all of your materials and supplied to vendors and printers who might need this valuable information when producing your promotional materials.

Finally, apply your changes throughout all of your materials making sure to be aware of consistency. Keep and archive all of your old files just in case you need them for an unforeseen reason. Also, make sure to set a reminder to change things that can’t be immediately updated. For example, if you have a Yellow Pages print ad, make sure to update it with the publisher before the next print date.

Refreshing your look shows that you are making an important investment in your appearance and that you are striving to remain viable and competitive. This is will help to convey a sense of professionalism and competence to your existing customers and potential clientele.

For help with your identity design project, no matter how big or small, please contact Promotion Lotion. We’ll be glad to help you consider the various options that would be best for you.