Just because you have the most followers on one channel versus another, it doesn't mean you should be stagnant on your other channels. Identify your unique capabilities, and understand how to use these to your advantage while minimizing threats. Why is this creative brand strategy so successful? Everything you need to know to go agile, right now. Make sense? Lastly, demonstrating how your product works can back up your benefits. Let’s say your target audience are purchasers at hospitals and medical centers. Accurately estimate how much each deliverable is going to cost, Keep track of where your money is going at all times, Drop strategies that aren’t performing well, Use it as a discussion platform for your consumers to engage, The company connects with consumers on a personal level, Your product or service needs to be explained, Consumers don’t know exactly how to use your product, Launched a new product that needs to be demonstrated, Can educate a consumer about your product or service, Have an exciting new product or feature to share, Want to highlight a product or service that the average consumer isn’t familiar with, Want customers to expand their current purchase, Have the opportunity to interview a thought leader in your industry, Want to announce some exciting news for your company, Don’t have the knowledge that you want to share in your creative campaign, but someone else does, Have the talent on your team and ability to make the video, Can better highlight your product or service using customers, Want to show the pain points of your target audience. Similar to how we’ve previously discussed our onboarding process, I’m going to share my own creative process – not because mine is a perfect process you should imitate, but just as a reference as you think about, develop, and refine your own. There’s nothing worse than reading a bone dry article. It doesn’t mean that there isn’t room to be creative and switch things up. Make sure you are spending the time on your headline that it deserves. Not too creative to the point that your idea will get shut down, but creative enough that you are different (and better) than your competition. A company that relies heavily on email marketing is Airbnb. A creative strategy … There are so many other tactics that you could add to your creative social media strategy, but make sure you are using tactics that make sense to reach your target audience. You’re probably thinking, oh gosh. Developing a plan, allowing for consistent strategy, and regularly updating or refreshing your creative will maximize your campaign's effectiveness. how to develop a people strategy. This company will develop an innovation strategy that involves the implementation of novel management and production procedures in manufacturing to help invent new t… Your strategy tells you how you'll achieve success, no matter how that success is defined. Make sense? Customer testimonials are a great way to show that real people have used your product or service and prove it works! But, if you write content that can help your target audience solve real-life problems… well, you get the point. They’ve found that if they make people fantasize about a possible trip through email, it actually works. Each is true. This step won’t apply to every marketing team. To prepare deliverables for your creative strategy, ask yourself: You can save a ton of time on your project by using a template that has your entire project laid out with the click of a button. Make it your goal to have the most educational article that you possibly can. date.setTime(date.getTime() + (days*24*60*60*1000)); © Perceptive Group Limited 2020. And they managed to make the video humorous and educational at the same time. Make your content useful. When you consider positioning in your creative strategy, make sure it aligns with your brand. Try the Headline Analyzer », terms of service, end user agreement, and privacy policy. Maybe the goal of your creative strategy is to create brand awareness. It can be as simple as stating “95% of customers said they would never go back to their old laundry detergent.”. State of Agile Marketing Report With Agile Sherpas. Brand positioning strategy is a large project in itself. She enjoys social media marketing, content writing, + marketing strategy. This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role. Use a creative strategy to make yours stand out! Do you know how to answer this teacher interview question: What ways do you develop and implement creative lesson plans?. Basically, your creative strategy is what, how, and why, you’re going to reach your marketing goals and business objectives. Developing creative concept is important because the same message, communicated to different types of audience, will need different types of approach. Nowadays everyone is doing content marketing. In this stage, you and your team will start to develop a concept board, the headlines, taglines, and visual aspects. In reality, you can’t prioritize every metric, because that would mean that all of your metrics have the same importance (and they shouldn’t be). It's key that many different solutions are ideated, regardless of the problem at hand, as the solution can come from unexpected places. The strongest predictors of success with goals, strategy, & more. If she isn’t cramming for an exam, you can find her watching the latest Bachelorette episode with a big bowl of popcorn + ranch (midwest thing). Create powerful social messages that convert. Brand strategy aims at positioning your company, while a creative strategy helps you reach your marketing goals. But creative ideas can be a dime a dozen, and it can be challenging to exhibit creative problem-solving and critical thinking skills at all times. A communication strategy guides an entire program or intervention. Just because something has been done a certain way for so long, doesn’t mean it should be! Marketing timelines make it easy for your entire […], You’ve probably heard that a brand is more than a logo, product, or service. Every creative project involves four distinct steps: information (collecting), incubation (digesting input), inspiration (the aha moment), and illustration (the expression of a concept). There are a number of different ways you can support your benefit in your creative strategy. A few tips to make your content useful is to: Use emotion. Focus on finding solutions and not just the problem at hand. Creative thinking is when students invent, imagine, and design what they are thinking. If people can’t tell the difference between your emails, something is wrong. Now that you’ve set your marketing goals, it’s time to find out who you’re marketing to. Chances are that you don’t as much as you could. Take a deep breath because after reading this, instead of feeling like this…. function getParam(p){ And whether you're developing a strategy at the personal, team or organizational level, the process is as important as the outcome. Ask yourself these three things to make sure that you are hitting the nail on the head: How to Find the Direct Benefits of Your Product or Service. Thriving organisations treat their workforce as an asset in which to invest – not simply a business cost. The deliverables of your project are going to be any tangible or intangible actions or tasks that direct the promotion of your product or service. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience. for(var i=0;i < cookie.length;i++) { If you have a video camera, some knowledge, and a little bit of creativity, you’ll be in luck. Oh and don’t forget, your creative strategy has to work. These are some of the most common qualities that successful, creative social media strategies had (and all can been done without spending a dime). Often there’s a need to combine several answers and refine these further across several rounds of ideation to ensure the right answers are brought to the forefront to solve the problem. In a subject line, there is no room for boring copy. }, function readCookie(name) { var expires = "; expires=" + date.toGMTString(); Statistics are a quick and easy way to prove yourself. But good news, you wouldn’t be asked to come up with a creative strategy if you weren’t capable of it. Here are six ways to improve your own creative thinking and innovation skills… 1. I’m confident that you can think of your own creative content marketing strategy, and you should be too. All you have to do is select the number of days before publish that each task should get done. For example, a creative content strategy is going to look a lot different than a creative social media strategy. document.cookie = name + "=" + value + expires + ";path=/"; The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service. It’s important that you know which metrics to measure when assessing your goal. Developing Successful Strategies: Planning to Win Just because they are short, concise, and bland, doesn’t mean there isn’t room to add some creativity. What does my target audience gain from my product or service? Instead of a traditional blog, they created a content hub for their customers to share beauty tips and product knowledge. Purpose: This explains why you are in business and the specific customer needs you fulfill. Let’s look at seven creative ways in which you can dramatically improve your social media performance by following the strategies used by elite social media marketers. A PR strategy will help you organise your PR activities and make strategic decisions about the best ways to communicate. Posted by Perceptive Customer Insights Team - 31 October, 2016. Be present with students’ ideas. If you need help organizing and saving time with your creative strategy workflow, schedule a demo with a CoSchedule expert. ), Source: https://www.coca-cola.ie/stories/share-a-coke-making-a-name-for-ourselves. Before you start working on your marketing strategy, consider what you want as an end result. Creative strategies assist the company in reaching marketing goals, prove their ROI, and support business growth through a strategic and well-executed approach. Airbnb keeps their emails very simple, yet effective. The tasks, due dates, and delegations are automatically assigned, so there won’t be any confusion in your project. Be as creative as you can, get out of your normal work environment. Consistency: Be able to define what allows you to provide your services day in and day out. Creative frameworks can be used to innovate new products, services, and processes; anything that needs to be improved. Your creative strategy provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Creative skills are more important today than they’ve ever been before. return null; var gclsrc = getParam('gclsrc'); It’s an umbrella that spans from social media branding to user personas to voice and tone to everything […], Checklists are great tools for planning marketing projects. Make it catchy, enticing, and creative. How to choose, prioritize, plan, and execute projects. To reach them, blasting out a commercial on TV showing your product line of highly niche medical equipment probably won’t help you reach your goal…. Or you can download it manually here. Now, you are making the concept into a visible work! Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform. Be the expert. Success! Your firm's goal may be to increase brand awareness, or simply to increase product sales. Creative Approach in Advertising Although lecturing still remains an important way to communicate information to students, research has proven that learning happens in a more effective manner if used in combination with active learning teaching strategies. S.M.A.R.T. return match && decodeURIComponent(match[1].replace(/\+/g, ' ')); Now you’re probably thinking, how can I apply what I know about my target audience to my creative strategy? What does the timeline look like to complete this project? When developing a brand strategy, identify three core components of your business to use as a blueprint for marketing tactics: . Without one, you risk losing sight of your projects, going over budget, and ticking off your stakeholders. “Recommended number one whitening toothpaste among dentists.” It’s a fact and it makes people trust the product. } . However, you must be careful not to overanalyse and stay at one point for too long. Make sure not to venture too far from brand standards when you have your creative cap on! Either way, there are tons of ways you can creatively drive brand awareness. The goal is to generate as many ideas as possible in a relatively short span of time. Understand their needs and wants helps you get inside their minds to create a creative strategy that connects to them. Before you come up with your creative strategy, you need to know what you’re trying to achieve by setting a marketing goal. Subject line. Now just make sure that you can actually offer something free if you’re advertising it. You see facts in creative strategies all of the time. Using this tactic will be sure your campaign takes off! Just because your content is educational, doesn’t mean it’s useful to your consumers. Work management processes that drive the best results. Following through on good ideas is a powerful way of encouraging staff to keep being creative, coming up with more new ideas to improve the business. (I think we can all admit that we’ve looked for a bottle of Coke with our name on it.). It can also help you to use the stories in your business to draw in your target audience as well as increase your profile and build brand awareness. https://www.coca-cola.ie/stories/share-a-coke-making-a-name-for-ourselves, https://www.sendinblue.com/blog/email-call-to-action-best-practices/, Get Inspired Now With 21 Examples of Awesome Email Marketing. One company that absolutely nailed their strategy is Coke. It sets the tone and direction so that all communication activities, products and materials work in harmony to achieve the desired change If you do this, people will be more likely to use your content as a reference than the other leading competitors. This step is as simple as it sounds. var date = new Date(); Just like you, consumers enjoy memes because they are funny, relatable, and easily consumable. “I want to increase my conversion rate by 2% during Q4 2019.”. document.getElementById('gclid_field').value = You’ll often hear the term “critical thinking” without an appropriate explanation attached. How to Select Marketing Metrics and KPIs to Monitor. Develop a vision statement. Put your creative cap on, download these templates, and get to work! Next you’ll want to add the due dates of your project. Creativity is only worthwhile if it results in action. When being creative and doing this “out of the box,” sometimes we can forget about certain guidelines that our companies have. Some examples of KPIs that you may be measuring are: Tying KPIs into our other example, the main metric that you would want to focus on is conversions. When a few potential options are revealed, the whole group needs to embrace them. They took the pain points of their target audience and showed how to get rid of those pains by using Slack. Basically, your creative strategy is what, how, and why, you’re going to reach your marketing goals and business objectives. While you’ll always want to stay on brand with your design, it’s time to start think about using a new template or color palette. Who needs to be involved in this project? Powerful CX strategies for business growth, Innovate in your business with design thinking, 5 leadership strategies for effective teamwork, Brainstorm your team to success in 5 steps, How customer insights enable business strategy validation. Want to learn about how to drive ROI for your business and how to measure marketing efficiencies? If it’s boring to write, chances are it’s just as boring to read. , Make Your Headlines Stand Out. To succeed in a creative social media strategy, you either have to put money behind it or stand out from the crowd. KPIs are metrics that indicate progress towards a particular goal. if (c.indexOf(n) == 0){return c.substring(n.length,c.length);} Their sassy replies and savage Tweets is how this company rose to the top with their social media. It’s not just about defining the problem but defining the right problem to solve. The most successful social media campaigns make sure to engage with their audience after their campaigns have launched. If you haven’t hopped on the video marketing train, it’s time to think about it! Crazy right? Sign in. If you need some help judging whether your headline will do the trick, try using the Headline Analyzer. . Toms is the perfect example of a company that used a hashtag correctly. When partnering with a creative firm, sharing a creative brief can ensure everyone’s on the same page. You may think that this strategy is obvious, but you’d be surprised how many companies decide to focus on only one channel for their social media. Visualising a problem will help here as the more you can see the problem at hand and paint the picture for your peers, the better you’ll be at forming viable solutions. By signing up, you agree to CoSchedule’s terms of service, end user agreement, and privacy policy; you are 16 years or older; and you will receive information from CoSchedule from which you can opt out at any time. WARC helps you to plan, create and deliver more effective marketing. To get customer testimonials, you can directly ask customers or even use reviews that you get. Whether it’s humor, excitement, or happiness, adding some type of emotion will help your audience remember you. When implementing your brand strategy, think of ways to implement a creative aspect into it so that you can stand out from your competitors. Encourage students to think “outside of the box.” stands for specific, measurable, aspirational, realistic, and time-bound. Define the ideal person that you want to buy your product or service. This is how they work: First, you’ll want to create a task for every item that needs to be created before the project goes live. With the number of emails that people receive every day, it’s time to think about making yours stand out from the rest. If you aren’t promoting the content that you are writing, people aren’t going to see it. Source: https://www.sendinblue.com/blog/email-call-to-action-best-practices/. Creative frameworks can be used to innovate new products, services, and processes; anything that needs to be improved. Write headlines that drive traffic, shares, and search results. With that in mind, here are some ways to get your creative juices flowing. This step ensures that your strategy follows any necessary guidelines so that your stakeholders don’t have to hand it right back to you. After all, if you’re spending time and money to work with a firm on a well-executed advertising or marketing campaign, you want to make certain you’re getting the most out of your partnership. ... Organisations need to approach their people strategy with as much dedication as they do with their innovation and digital strategies. The scary thing about social media is that we have no idea which channels will stay around and which will disappear, like Google+. It’s genius. You’ll be surprised how much focusing in on a specific metric can help you reach your goal! Whether it’s adding a free trial CTA or adding the word free in your subject line, it’s sure to spark people’s interest. var gclid = getParam('gclid'); if(gclid){ CoSchedule’s task template will save you a ton of time on implementing your creative strategies throughout the entire year. Make your consumers feel something when they read your content. What tactics need to be implemented to reach our goal? There’s your creative strategy. Design. This is where there should be no fear of failure when proposing ideas, and the old ways of thinking need to be put to the side in order to let new ideas grow and flourish. As marketers, we constantly feel the pressure from our stakeholders, bosses, maybe even managers, to be creative. Creative briefs provide a framework for the overall process, and structure for … This can be as simple as adding their name, to sending a birthday email, to making the copy of your email relate directly to them. To help make this comprehensible, imagine a technology firm is in the planning phase of launching a new product or serviceon the market. The worst thing is when companies aren’t true to themselves. Let’s get started! You are probably (hopefully) adding CTAs in your emails, but maybe you’ve been sticking to the same one and maybe it’s not really even working. while (c.charAt(0)==' '){c = c.substring(1,c.length);} Email strategy can be complicated because it really depends on your target audience and the tone of your company. Creative strategies assist the company in reaching marketing goals, prove their ROI, and support business growth through a strategic and well-executed approach. One thing that ticks off stakeholders more than a bad creative strategy is when that creative strategy goes over budget. Sometimes simplicity is best! Denille is the Social Media Intern at CoSchedule. The better you know your target audience, the better you can market to them. Hopefully, you’ve got what you need to go and rock your creative strategy. When probing, repeatedly ask: "why has this happened, why is this a problem?" We’ve all seen those OxiClean commercials… Must I say anymore? 53% of businesses use content marketing. The biggest thing with budgeting is to make sure you keep an eye on the money and the tactics so that going over budget never becomes an issue. Add humor, a sense of urgency, or something to make them open your email! What I am saying is this: Social media is a tough game these days. It sometimes can feel like they are asking you to mix oil and water. It’s okay if you aren’t able to make that big of a splash using hashtags, but now you can see how big of an impact a simple hashtag can have on your marketing campaign. Try and think about things differently. While you probably aren’t in the same industry as they are, it’s important that you focus on what works for your target audience and think about switching up your strategy. If you want to see some successful IRL examples of creative strategies, keep on scrollin’. if(!gclsrc || gclsrc.indexOf('aw') !== -1){ Video Marketing is going to the be hot topic of 2019. If you’re looking for some more inspiring creative examples, read this. If you’re looking for a company that slays social media, follow Wendy’s. You’re probably thinking, I already do this. The backbone of every strategy is based on a creative idea--and all interesting, creative ideas are fueled by extensive research and detailed insights. There’s room to be creative, even with a short and concise tactic. You should make a product highlight video if you: Making an expert interview video is a great idea if you: (Note: This could even be your CEO or someone that people look up to ). Get our free ebook by clicking on the button below: hbspt.cta._relativeUrls=true;hbspt.cta.load(382908, 'cf1b2815-2ca5-4ce7-980d-9deae32b4bf1', {}); Focus on finding solutions and not just the problem at hand. Write email subject lines that drive more conversions. Maybe you want to give it two months, or two weeks, either way you’ll be able to schedule the appropriate days in the task template. It’s no easy task to be different than the rest, but it is possible.
2020 how do you develop a creative strategy