Creativity - Sometimes you're just so over rated !

In our previous post on Creative advertising we discussed that creativity though an effective tool to attract your customer's attention and make an impact, might not eventually lead to a successful campaign.

Infact, it has very little to do with effectiveness when it comes to marketing. (ya. that's right, I said it.)

Pick up any marketing material (newspaper. magazines, pamphlets,etc.) and you will have to agree, we have all come across ads that are good to look at, but leave us wanting for more.
In fact Advertisements, with clear messages, are a rare commodity.

Case in point : The JK cement ad.
A swimsuit clad, coy girl walks through the entire length of the Ad (which I really don't mind, she should have run if you ask me) and then the Ad comes to an abrupt end with the logo of JK your face.

You will find mostly, that adhering to a simple formula that works specifically for your product/ service is more important than finding a catchy slogan.

We sometimes forget that creativity in all its forms, is and should be driven, only to result in
Kaching!! ie. Sales.Your marketing materials are not meant to entertain.

Now before the creative types get touchy or think that it is the Creative team vs. Marketing Team debate all over again, let me remind you that the campaign is solely product driven. So if you're product demands you to be catchy, edgy , out of the box, Do it. But you still need the basic formula in place; and that is :

1. Make painfully obvious what you have to offer

2. Immediately tell the reader how you can solve their pain or offer them some gain

3. Guide them step by step into required action (order, call, write, …)