ABCs of Marketing – C is for Creative and Comprehensive

27 Sep

No matter how creative your designs are and ingenious your strategies may be, they aren’t going to work unless YOU’RE WORKING THEM! You have to have the entire comprehensive picture coming together for any creativity to really count. So, they (creative & comprehensive) go hand-in-hand.

Getting creative :: Sometimes getting creative means a fresh start, breaking loose, taking the lid off of what IS to think about what COULD BE. Break the status quo. Try something new. Start by reaching out far and wide. Make sure no “norms” are holding the creative spirit back. Then, we challenge you to go back to the basics. Think function and clarity. Creative designs that are cutesy and make the brand’s owner all thrilled because it “looks so snazzy,” can be failures if people can’t see them, remember them and act on them. Get creative, funky and totally jiggy with it. Then jump back into reality and see if your creative solution still works to press ahead. If so, WINNER!

Keeping focused on a comprehensive plan :: An awesome, clear and catchy brand that goes on some business cards – great. If it’s carried out into a look & feel for the online presence and other communications tools – now you’re talking! Creative solutions must be used, pumped out into the world, put into action. Comprehensive operational plans that work cohesively with strategic communications will always be more successful. PR and marketing efforts must intertwine with operational goals and the organization’s current and future direction. Creative deliverables and a series of completed tasks aren’t going to work unless YOU work THEM. “Working” them involves employing an intentional, comprehensive plan of action and tracking your results.  The best “strategic plan” will take you nowhere if it never moves past the binder of wish list documents and into a workable, achievable action plan about which your team is passionate.

Take Creativity and Comprehensive Marketing mentality to an organization-wide discussion. :: Your team’s commitment and your clear leadership will be crucial to the success of a creative, comprehensive, effective, efficient way of marketing. Having an opportunity for creative expression is helpful for every personality style and job description. Accountants and programmers need an opportunity to invest in the creative messaging, so don’t leave everything in the laps of your graphic designers and/or marketing reps. A team approach will not only create greater commitment but offer your normal “creative team” invaluable insights to keep the campaign grounded in the daily operational realities of the organization. Giving your team an opportunity to know where you’re headed with operational  contribute to creative direction will increase effectiveness in an overwhelmingly positive way.

 

 

Meet Beacon Designer Kylie Vincent & hear her take on Beacon’s “C is for Creative and Comprehensive” approach: http://youtu.be/jKM_U5mOTQU

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