Creative Strategy

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Creative Strategy

• Creative having the quality of something
  created, not imitated
• Strategy a careful plan or method a clever
  strategem
• Merriam-Webster

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Marketing Strategy

• The sum of the organizations strategies to
  achieve some larger, overarching objective
  related to the marketing function of the firm
• sales
• market share
• market expansion
• product introduction
• branding
• competitive response
• Suggests that the achievement of the objective
  will depend on a coordinated effort of all the
  marketing functions of the organization
  pricing, product development, promotion and
  distribution.

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Advertising/Promotion Strategy

• Concentrates more specifically on the strategies
  related to the promotion arm of marketing. Is
  concentrated on achieving objectives that can be
  influenced by communications
• awareness
• attitude change
• trial
• brand preference
• attribute linkage
• positioning
• Suggests that the achievement of the objective
  will require an integrated approach of multiple
  communications channels consistently delivering
  on a common message to a defined target audience.
  The promotion strategy may identify several
  communication objectives and target audiences.

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Creative Strategy

• Concentrates on the specific message and its
  delivery, i.e. What will we say and how will we
  say it? Is heavily dependent on (and reflective
  of) what we know about our target audience in
  relationship to the brand. Is concerned with
  issues of
• Appeals
• functions
• executional choices, i.e. imagery, music
• tone
• metaphors and analogies
• Suggests that the achievement of the objectives
  will depend on a simple, relevant and truthful
  depiction/expression of the product/services
  value to the target consumer. Different
  objectives/audiences may require different
  creative strategies.

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Flowers Plants Association of the UK

• Marketing Strategy
• expand the market for flowers. Get people to buy
  flowers outside of the special occasions like
  Valentines Day and anniversaries, weddings
  funerals.
• encourage women to buy flowers for themselves,
  not just as gifts

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Advertising/Promotional Strategy

• position flowers against things like chocolate
  and clothes
• make the purchase of flowers a small but
  necessary indulgence
• Possible objective Increase the percent of women
  who are willing to consider purchasing flowers
  for themselves
• They agree with the statement I feel it is very
  worthwhile to purchase flowers for myself on a
  regular basis.

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Creative Strategy

• Women typically only get flowers from a man.
• Not all women have a man, and not all men
  particularly like giving flowers. Too
  uncomfortable
• If you wait for a man to give you flowers you may
  never get flowers. And that would be sad.
  (Concept)
• Flowers. Why wait? Buy Your Own.

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Mini-Cooper

• Marketing strategy Introduce Mini-Cooper to US
  market sell 20,000 Mini-Coopers in first year.
• Promotional Strategy Identify Mini-Cooper
  prospects and generate awareness, excitement and
  understanding of the car by celebrating the
  independent, iconoclastic nature of the potential
  Mini-Cooper driver
• Creative strategy Differentiate potential Mini
  drivers from other drivers. Help them see
  themselves as better, kinder, more creative and
  fun-loving. Thats why they like/want a Mini

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Mini ads
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Creative Strategies A sampler

• Before and After negative followed by a positive
  (product benefit)
• Advice we can help (product benefit)
• Knowledge we know something you need, expertise
• Empathy we know how you feel
• Demonstration Look how well it works
• Testimonial See how well it worked for him/her?
• Heritage weve been around forever (nostalgia,
  expertise)
•  

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• Brand positioning we have something different
  than anyone else
• Brand repositioning were something different
  than we used to be
• Comparison we are so much better than our
  nearest competitor
• Challenge Can you handle us? Are you ready?
• Negative to positive That thing you thought was
  bad is actually good.
• Logic Use your head and use our product
• Price What a deal!
• Honesty Heres the plain truth about us

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And the different ways to express them

• Visual metaphor
• Different takes on the proposition (i.e.
  MasterCard, or Got Milk)
• Product as God (Volkswagen Hey, theres one)
• Exaggeration (Axe)
• Proposition/product personified (Columbia, Im a
  Mac)
• Humor/spoofs (Old Spice)
• Social commentary (Dove)
• Anti-something (any ad that makes grown-ups look
  stupid)
• Topical (drive safely ads at the holidays from
  alcohol mfr)
• Facts and truisms (dog food that emphasizes how
  much owners look like their dogs, Coke)