Finding the right balance between strategy and creative implementation can be tricky. You may have all the strategic direction in the world but can’t find the creative vision to see it through. Alternatively, you have found a great creative team but they lack strategic advice to give it real business meaning.
With segmented marketing more widespread than ever before, generational, gender, geographical and socio-economic marketing techniques require different tactical approaches. And as the gap between print and web design skills continues to narrow, companies are especially interested in using creative people who are able to transfer their skills across multiple platforms, and who can understand how to best use these channels to reach their targets.
Being creative, and doing it successfully, is more than just having a cutting edge design, clever copywriting and skilful media selection these days. It’s now more about relevancy. By this we mean fully understanding who you are speaking to, and knowing the key drivers relevant to them, which drive their attitudes and behaviours.
So where do you draw your inspiration and insight when you have to be creative on demand? Know your market. Know what makes them tick. The value of research undertaken before you embark on campaign development and execution shouldn’t be underestimated. Far too often companies play hit and miss with their creative once they are at the concept stage. This results in unnecessary costs and lag time in getting the idea to market.
Building a knowledge base about your customers will enable you to pick up the ball and run with it quickly. Invest in analytics to gather more information about your customers, and use ongoing research to track behaviour. The more you know about your customers and just how on track you are in reaching them, the quicker you can take action to delight your customer. By incorporating research and strategy into your creative process, you are on the right path to keep the brand strategy on course.