Creativity and Innovation in Marketing and Improvisation

Creative Marketing

• Creative marketing combines elements and involves recognizing your brand and audience's desires and emotions.
• To succeed, organizations must align their brand and marketing efforts.
• Data and study are crucial for creative marketing to function.

Impacts of Creative Marketing

• Recognition:
  • Businesses must stand out from competition.
  • Creative marketing grabs the audience's attention.
  • Effective in developing a devoted, long-term customer base.
  • Consumers are influenced by clever ads and content.
• Cost Efficiency:
  • Creative marketing methods are cost-effective with a higher return on investment (ROI).
  • Innovative content can go viral, promoting the business at little cost.
• Innovation:
  • Creativity encourages innovation, promoting conversations and fresh ideas.
  • Employees feel motivated and free to express themselves, increasing job satisfaction.
  • Attracts new, exciting talent.
• Tapping into Emotions:
  • Emotions are a great tool for marketers.
  • Appealing to consumers' emotions captures their attention and persuades them to buy.
  • Creativity lets you build emotive marketing initiatives.

Creative Marketing Guide

• Finding Inspiration:
  • Research successful creative ads and what other brands have done.
  • Meet with marketing planners and creatives.
  • Leverage company data to identify innovative areas.
  • Pay attention to the audience's experience from beginning to end.
• Basis of Creative Marketing:
  • Idea generation varies per team and brand; seek diverse opinions.
  • Consider customer experience and emotional impact.
  • Utilize content marketing to tell engaging stories through various formats (videos, podcasts, games, etc.).
  • Know and monitor your social media audience and consider creative story formats like contests and using hashtags.
  • Branding: Ensure your brand is unique, and your website uses video, design, and reviews.
• How to Measure Creative Marketing Efforts:
  • Clarify the audience and desired actions.
  • Use Key Performance Indicators (KPIs) to measure success.
  • KPIs help create comprehensive, measurable goals and quantify the value of a digital creative marketing strategy.

Creative Marketing KPIs

• Social media reach: Did narrative formats help content go viral or increase engagement?
• Shares: How many people shared your innovative video online?
• Engagement: Did your campaign spark conversation?
• Organic search: Do customers search for your content/product?
• Website visits: Have site visits paid off?
• Revenue: What was your display ad campaign's revenue?

Examples of Creativity in Marketing

• Guerilla Marketing:
  • Uses surprise to positively disrupt audience expectations, often through public stunts.
• Social Trends:
  • Adapting a social media trend to advertise a product.

Improvisation

• Facilitators should be flexible, accept what comes their way, and focus people's energy positively.
• Improvisation can improve listening, collaboration, agility, management, storytelling, trust, communication, and confidence.

Principles of Improvisation

• Be Confident:
  • It's not about perfection; your perspective and experiences are valuable.
  • Avoid waiting, reflecting, or overthinking; be brave and bold.
• Collaborate for the Good of the Team:
  • Focus, listen, and react without a plan.
  • Work together, be flexible, share opinions, and let others shine.
• Listen:
  • Succeed together in innovation and improvisation by appreciating everyone's experiences and skills.
  • Be receptive to ideas, say YES, and expand on them.
• Keep the Momentum and Energy Going:
  • Innovation has energy; ask open questions to spur fresh ideas.
  • Focus on what went well instead of what's wrong.
  • Avoid closed inquiries.

Exercise: Make it Personal

• Personalizing an idea, product, or service can boost teamwork and job satisfaction.
• Imagine a product as a person to emphasize its strengths, faults, and attractive features, which can help rethink our job.