In a lot of ways, the phrase “creative marketing” is redundant. I mean if you can’t be creative in your marketing efforts then what’s the point, right? But then you look around and see the mediocre all around you, being utilized by even your competition, and you begin to understand the need for a distinction that will stand out, a campaign that can segregate the superior from the ordinary. We have a saying in marketing: ordinary becomes as good as suicide.
Does that mean creative marketing is only about avant garde ideas that will stun the audience and get an award? Not exactly. A colleague of mine once said, “Creativity is not the monopoly of the extraordinary; rather it is the art of creating the unforgettable out of the ordinary.” It has nothing to do with big budgets and extravagant comprehensive campaigns to advertise a brand. It is about finding the pulse which will reverberate in the minds of every audience, or at least the the audience to whom you’re most relevant. Know your audience, study them well so that you can find what will connect with them most. Anyone can sell a diaper to a young mother, but the one who sells healthy and rash free skin has more chances of winning.
A marketing strategy will only be effective when it takes into consideration all aspects of business and not just the end result. This is why marketing teams have to work in tandem with manufacturing teams and customer service to understand the nuances of the business and target market. A step by step approach through the 5 P’s is crucial at every stage.
THE 5 P’S OF CREATIVE MARKETING:
• Product – Don’t sell blindly. Get time to know your product. Don’t depend on others to tell you the distinctions but get deeper into the making and the effects to know what the core benefit of the product is. Convince yourself, only then can you create a convincing campaign.
• Price – Everyone’s out to make profits so there’s nothing new there. What is important is how will you price your product and make it stand out in the competition. Mark it too cheap and your quality will be questioned. Make it too expensive and you will be branded as the ‘not worth it’ product. The idea is to offer same or almost same price as your rivals but offer optimum value for money. Market the value of your product – never the price – and you are ahead.
• Planning – When you have the price and product in place, its time to plan your strategies. The best campaigns don’t sell a dream, instead they offer the cushion of comfort. Try and understand the psychology of your audience and be the support for their greatest weakness. Everyone sells happy times, don’t be afraid to be the bulwark for the bad times as well.
• Promotion – How you promote the product is crucial to your success. There are of course the usual mediums of advertising and below the line promotions that can reach out to the masses. The best laid strategies of today’s marketing firms focus on organic promotion so that the product reaches out without fanfare, almost naturally.
• Place – Placing the product in the right place and the right time is important. If you’re putting out a new product, the last two stages should be completely in sync so that there is no gap between the promotion and availability of the product. If it’s not there the buyer WILL move on no matter how “unique” your product is. Be there.