Marketing Resource Center

Marketings Nuclear Weapon


Three seconds. That's what you have to convey your message. Creativity is the strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment.

Focus groups tell us that time is a precious, yet dwindling resource. Attention spans are dwindling, as well.

Many forces condition people: competing messages, special effects, quick cuts, pop-up videos, too much media. We should not totally surrender to these trends but instead look at the yearnings they reveal: a desire for simplicity, efficiency, truth, and quality of presentation.

When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day.

The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.

And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.

Do The Math

It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.

Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.

Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of the store. The messages read, "From down here, it looks like you could use some new underwear." Business exploded.

Creativity isn't just a flash of lightning. It is a deliberate, disciplined process that anyone can follow. Now, go be creative.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd Executive Learning Systems VELUX and Verbatim.


MORE RESOURCES:

Marketing Lessons Startups Need to Learn from Google's Project Glass Concept Video
TechCrunch
The concept video is a powerful marketing strategy for companies that have long production time tables between products…like cars or iPads. Apple will release concept videos like this one on the iPad 3 that keep people in anticipation of the real ...

and more »


Starting a Profitable Home Business Made Easy by Internet Marketing Consultant ...
San Francisco Chronicle (press release)
The website also provides detailed information covering other popular topics like online marketing, affiliate marketing (PRWEB) May 19, 2012 Recently launched home business training website "successtobusiness.com" is making useful contribution to ...

and more »


IDA's New Dental Marketing Websites Generate Leads And Ease New Patient Intake
San Francisco Chronicle (press release)
IDA's new dental marketing Web Portals provide convenience for both new patients and the dental team that results in lead conversions. (PRWEB) May 18, 2012 The new dental marketing websites from Internet Dental Alliance, Inc. (IDA) incorporate patient ...

and more »


Study Breaks Advises Tanning Salons on Effective Strategies to Market to ...
Houston Chronicle
Study Breaks, one of the leading college media entertainment companies, offers marketing advice and techniques for tanning salons to effectively reach college students. Mobile marketing is to tanning salons as peanut butter is to chocolate… a perfect ...

and more »


New Look Claim Best Use of Affiliate Marketing at the Performance Marketing ...
MarketWatch (press release)
LONDON, UNITED KINGDOM, May 19, 2012 (MARKETWIRE via COMTEX) -- High Street fashion leaders, New Look, has picked up another award with vouchercodes.co.uk for Best use of affiliate marketing as part of a multi-channel campaign at the 2012 Performance ...

and more »


No Complaints…220 Marketing's Landing Page Technology Works!
Albany Times Union
For over five years 220 Marketing has been teaching service professionals how to grow their businesses by generating exclusive leads online. Everyone knows there is business to gain by effectively using the internet. The problem is that only a few ...

and more »


Forbes

Using Marketing Analytics: I Do, Therefore, I Think
Forbes
I recently reported that The CMO Survey found companies expect to increase the marketing analytics portion of their marketing budgets by 60% from 5.7% to 9.1% in the next three years. This is a monumental increase especially given that marketing ...



National Positions Launches Pinterest Marketing Program
San Francisco Chronicle (press release)
Monthly Pinterest marketing program that builds on all the most powerful social media strategies to connect with customers and drive traffic and sales to company websites (PRWEB) May 18, 2012 National Positions, a worldwide leader in Internet marketing ...

and more »


GraphicMail Includes Device Detection in their New email Marketing Reports
San Francisco Chronicle (press release)
Redesigned Reports Displays Device, Geo-Location and Social Engagement Metrics (PRWEB) May 18, 2012 GraphicMail, a leading global hosted email marketing solution, announced today the release of updated Reports metrics that make it easier than ever for ...

and more »


Camargo Insurance Agency, Inc. Offers an Interactive Way to Purchase Insurance ...
San Francisco Chronicle (press release)
Camargo Insurance Agency has partnered with Astonish Results, LLC - a digital marketing and insurance sales training company that specializes in modernizing the way by which the independent insurance industry does business - to create an innovative new ...

and more »

Google News

home | site map | Advertising Articles
© 2006