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Whats Creative Got To Do With It? SMART Direct Marketing ...

Source: www.businessweek.com
Topic: Direct Marketing

Sort Desciption: For more than 60 years DM2 has been a trusted source for business-to-business direct marketing services in 25+ industries. www. dm2decisionmaker.com ...

Content Inside: To read full reports and related information go to the links listed below or visit www.expert-insights.com E XPERT I NSIGHTS Creative Strategy & Direct Marketing Progressive Ideas in Business Whats Creative Got To Do With It? The driving force of any marketing com- munications program is the creative its the vehicle that carries your message to potential customers. Its what your target actually sees often without any predis- posed knowledge of all the nuances that make your product special. Your creative has the task of telling that story. Which is why you need more than just pretty pic- tures. You need to formulate sound mar- com strategies that communicate your message in a creative way. The difference is huge. Good creative has a defined purpose. But theres a road to travel before creative con- cepts should even be discussed. The key is to effectively position a product or service based on a unique principle be it tangible or not. You always need to remember what youre selling and who youre trying to reach. Step into your prospects shoes and think about what will turn them on or off. This is a strategic issue that creative needs to address. Once you've created a unique position that clearly differentiates your products develop a creative strategy that communi- cates a specific message to specific targets. The next step is to define what you expect the creative to deliver then execute your strategy using media vehicles that best reach your target. The process takes research analysis and a clear vision to make it work. Do you drive creative this way? Or do you take a shortcut and end up with creative that lacks sub- stance? Chances are youll seek assistance from marketing pros outside your organization. Just make sure they drive you down the right road by asking the right questions. LRG Marketing Communications has over 25 years of marcom experience in the B-to-B and consumer products cat- egories on behalf of some of the best known bran ...

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