Creativity is a Swiss Army Knife.

 

When you think of “creativity” in marketing, you probably think about ads, websites, commercials and logos.

The thing is, creativity — the defeat of habit by originality — can solve almost any problem and smart money doesn’t just use it for, well, for ads, websites, commercials and logos.  Actually, there are a number of other spots in the marketing loop where creativity and innovation can — and should — be applied.

Brand.
What is it about you that differentiates you from the hotel down the street? What can you say that most of your competition cannot?  Hint: It’s not your people, free parking, flexible meeting space, a sandy beach, or the lowest rates in town. Don't default to What's Expected. That's just a starting point. Read more about Brand here.

Target.
Ok, you know what sets you apart, now who cares? Who will that difference appeal to the most? Dig a little deeper, think about it sideways and throw out preconceptions and assumptions. You might find some hidden treasure. Another hint: It’s never just anybody with a bank account.

Message.
That is, what do you want to say? The more specific you are about your target, the better you will be able to craft a message that will appeal to them. Assuming you get your target’s attention (see below) what point do you want to make? And that point really should be built around benefits, not features.

Execution.
So you know what you want to say, now how to say it in a way that will demand attention? Avoid “me too” and lookalike messages and delivery executions. What gets you excited when you watch Super Bowl commercials? Wallpaper spots? Nobody really notices the wallpaper. Just be sure to avoid gratuitous creativity. You know, like the Liberty Emu.

Channels.
Maybe instead of relying on emails or social media posts for people who already know about you — or crowded channels packed with your competitors —  go elsewhere. For example, got a high-end resort? What other things are important to people who can afford a high-end resort and where are they exposed to them? Go there.

It’s not hard to see opportunities for creativity once you start to think about it. But a general rule of thumb could be to simply resist the usual. It’s a way of thinking.
Remember, creativity can solve almost any problem. It's not just about ads, websites, commercials and logos. 

Not by a long shot.
 

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