create memorable video content
we are constantly reminded of the importance of creativity and often consider it to be a key success factor, but few seem to be putting their money where their mouth is and are settling for a vanilla campaign.
PLAYING IT SAFE WON’T PAY OFF
Many of us would consider a failed campaign to be one of bad taste, causing an uproar. However, what about dull, safe, cliché content that no one notices? Does that do anything for a brand’s reputation? many content creators seem to rely on the tried and tested method, working on the same campaign year after year because that is what they know, but not always what’s best.
INSPIRATION IS EVERYWHERE
Stepping out of your comfort zone is easier said than done but as tough it may be, it can be worth it. The best marketing team all want to achieve what many companies struggle to – inserting a non-tech product into the digital age – This will drive engagement with a relevant audience and also get all the right people talking.
The humour created has a lot of interaction with its customers and should serve as a reminder for all of us that with some creativity, any brand can really grab attention.
ENCOURAGING CREATIVITY
Some people argue that creativity is something you are simply born with, much like a strong singing voice, or the ability to roll your tongue; you’ve either got it or you haven’t. Wrong – just like any other talent, creativity takes practice and effort, and perhaps most importantly, the correct environment in which to thrive.
There are many steps you can take to ensure your whole team is fulfilling their potential. We’ve all got creativity in us. It’s just a case of bringing it to the fore. So where to start?
• Encourage everyone to look at the bigger picture. I have seen many marketers concentrate on specific product features when in reality that isn’t what consumers care about. Do not try to sell the product specs in your campaigns, but instead really think about why anyone would want your product.
• Focus on the brand narrative. Behind every product is a story – the reason you brought it to life in the first place. Do not be afraid of looking back and concentrating on the story as it can often re-ignite what initially made it a success whilst keeping ideas in line with what the company can achieve.
• Understand the brand you are working with. For every product there is a consumer – find that consumer and understand what makes them tick. Then work out how to get them to notice you.
• Use data to fuel your campaigns to really hit that sweet spot that many brands strive to achieve. Getting hold of and analysing your audience data is key to understanding what makes your target market tick, and furthermore, what will ultimately increase your brand notoriety and long-term relevancy.
• Take your lead from new companies. Start-ups and contender brands often lead the way in creative marketing. Why? Because they have so much less to lose, and often they are much agiler. Established brands are often weighed down by brand guidelines and accepted work practices. While you can’t rebrand a household name just for the sake of it, take inspiration from smaller brands on individual campaigns and projects.
• Creativity is the art of the possible. We can all be creative if we are not constrained by budgets, brand guidelines, or the basic laws of physics. But sadly, most of us have to operate within those parameters. True creativity is making something amazing with the time, money and resources available to you.
In a world where the average person reads an article for 15 seconds, marketers need to up their game. With so many channels of communication nowadays, it is the creative brand that will disrupt the norm and get noticed. Consider what you could do differently today to reach your consumers in a creative way – the future of your brand may depend on it.
