Creative idea and messages

Problem: How can a creative process lead to effective messaging?

Learning objectives:
1. What does a creative process consist of?
2. How to create appealing messages for target audience?
3. Examples

1. What does a creative process consist of?

The creative process consists of four steps:

1. Initiate

In this first step you recognize a need or opportunity and as questions that launch a focused creative process. For example, you review your catalogue and ask yourself if there are would be some sort of illustration or catchy headline that would make your catalouge more exciting.

2. Imagine

In the second step you generate imagination. Assembling a team and do some brainstorming will support you at this stage.

3. Invent

In this stage you take a closer look at some of the ideas you and your team imagined and choose a few best ones. Pick them and see how you can make them more practical an feasible for your campaign.

4. Implement

In this stage you put your creative ideas into practice.

A creative brief should include the following steps:

1. Background/ Overview

2. Objective

3. Target audience

4. Focus

5. Reasons why

6. Also: what else might help the creative team? 

7. Schedule

2. How to create appealing messages for target audience?

emotional vs. rational appeal:
emotional:
Relates to the customers' social needs for purchsing. Many motives for purchasing decisions are emotional.

rational:

Focus on the consumer’s practical and functional need for the product or service and emphasize features of a product or service and/or benefits or reasons for owning or using a particular brand.

Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.


- use creative storytelling- Ask your customers how they would like to receive content
- Triggered emails
- What your competition isn’t doing
- Don’t just network — host an event
- Referral rewards
- Simplify
- Make it musical/visual --> appeal to all senses

- multisensual marketing

 

Examples:

Case Study BMW:

Companies should not underestimate the power of the composition of different senses. BMW connects sound and visual elements/ colors. The following video is an acoustical decoding of the pleasure/joy associations (dark grey) and the actual sound of BMW (light grey).

Multi sensory marketing: The following video is one example of how a supermarket/retailer used sensory branding and achieved a 400% increase in sales using multisensory marketing and social influences:

more creative marketing campaigns at:
http://www.hongkiat.com/blog/creative-marketing-ad-campaigns/

Sources:

AD Cracker. 2016. Sample Creative Brief 2016 for advertising and design projects. URL: http://www.adcracker.com/brief/Sample_Creative_Brief.htm. Accessed: 10.04.2016

DeJesus, N. 2007. How to make your advertising appeal to consumers. URL: http://adsoftheworld.com/blog/ndejesus/2007/apr/10/how_to_make_your_advertising_appeal_to_consumers. Accessed: 11.04.2016

Gunelius, S. 2010. 10 Common and Effective Emotional Triggers. URL: https://www.entrepreneur.com/article/205240article. Accessed: 11.04.2016

Hiam, A. 2016. Marketing: Managing the Creative Process - For Dummies. URL: http://www.dummies.com/how-to/content/marketing-managing-the-creative-process.html. Accessed: 10.04.2016

Howell, J. 2014. 7 Creative Marketing Ideas To Make Your Small Business Stand Out! URL: http://www.steamfeed.com/7-creative-marketing-ideas-make-small-business-stand/.Accessed: 09.04.2016

Spiegel, B. (n.d.). 6 ways to improve the creative process. URL: https://www.clickz.com/clickz/column/2433447/6-ways-to-improve-the-creative-process. Accessed: 11.04.2016