Taking the Mystery Out of “Creative”
How to Make Your ’Look and Feel’ Look and Feel Right!
By: Rose Oetting Stewart

Ask most consumers to explain the mesmerizing effects of a great advertisement, a catchy logo or a clever slogan, and most will simply answer, “It just caught my eye” or “I just liked it.” Indeed, hitting the mark on just the right look and feel, or the “creative,” is a bull’s eye in the advertising world. And while the steps to achieve it are of little concern to the consumer, as a marketer, it’s big business.

Millions of companies work very hard at hitting that bull’s eye. Each of us from time to time has envisioned “creative types” throwing darts at a dartboard or paper wads into the trash while they conjure up a campaign, but the fact is really good creative requires the same commitment, strategic approach and appropriate resource(s) as all other aspects of a thriving business. The stakes are high, as companies leverage their creative to evoke an emotional connection to their brand. The following insider’s look into the power behind creative reveals five critical questions that strip away its mystery and present solid business answers.

What is “good creative” and what is it supposed to do?
Good creative is more than an eye-catching graphic or striking photograph. Good creative is the visual and audible delivery of your company’s personality, your brand, your image, as represented through a calculated blend of copy and graphics. Good creative reaches out to one’s senses - sight, sound, touch, even taste and smell - conveying your brand in succinct and compelling ways. It helps your customers identify with your product or service, moving them to first learn about it, become engaged with it, then utilize or purchase it. And most importantly, good creative should motivate your customers to continue using it ... as well as recommending it to others.

How important is “good creative” to my marketing plan?
It can’t be important enough. Creative is a core strategy in and of itself - not simply a byproduct of your company’s communications strategy. Creative carries equal weight with other strategic plan essentials, such as media, direct response, online/new media, public relations, events/sponsorships, cause marketing and the like. Despite perceptions that creative people are akin to mad scientists who suddenly, and for no apparent reason, have an “aha” moment, creative doesn’t just happen. Even when its strategy fluctuates, due to new product introductions, varying media selection or other marketplace dynamics, the end product must always deliver a brand promise to a target audience(s). Likewise, creative can’t be stagnant. It has to occasionally vary by medium; be freshened or evolve to remain in sync with the ebb and flow of marketplace dynamics. Nonetheless, your target audience should always know it’s you and instinctively feel an allegiance to your brand. In the end, creative has to be just as accountable as other plan strategies. You might have a dynamite media strategy, but all the innovative media outlets in the world won’t affect your marketing objectives if the message doesn’t resonate; if the creative is not delivering a core connection to your customer’s lifestyle, value system and sensibilities.

Isn’t creative just words and pictures?
If you choose to look at the delivery of your brand through communications as happenstance or inconsequential in support of your business objectives, then it may appear to be nothing more than words and pictures. However, the fact is if you are investing in advertising, but letting your creative strategy swing and sway whichever way the wind is blowing, you may as well save your money. Remember, creative is the visual and audible delivery of your brand promise. What your customers consistently see and hear about you is what they will believe. Looking at your creative as an essential, calculated strategy of your marketing communications plan, rather than a quick and easy paste-up of words and graphics will help you believe in and continue to feel good about the investment (both financially and philosophically) you place against your overall creative strategy.

How does cost impact the quality of creative?
Just as with fine art, it is hard to keep subjective opinion out of seeing creative as “good or bad.” Depending on one’s interests, stage in life or view of the world, each sees things differently. What one finds inherently stimulating; another sees as meaningless. Truth be told, creative should be viewed not as good or bad, but rather as relevant, effective, appropriate, consistent and accountable to the objectives it is expected to achieve. Will subjectivity still come into play? Probably. But always realize it is not the sole or most relevant litmus test.

Likewise, it’s important to avoid the tendency to see quality and cost as synonymous when deciding what resources (both dollars and talent) are necessary to achieve brand-building, appropriate creative. This is especially true for many small or mid-sized companies that do not have the resources to support a professional, in-house marketing staff. All businesses have to be budget conscious. And most have to market a product or service. No matter what you are selling, what internal resources are available to you, or how much money is dedicated to support those efforts, you can still achieve good creative. The key is to honestly and effectively commit to getting it. You don’t have to have an enormous budget or full-scale advertising division to make that happen. Just look for the right communications partner - a freelancer, boutique shop or full-service marketing communications firm. The right partner will feel the same passion for your business as you and work with you - budget, large or small; staff, whatever size - to successfully deliver your message.

Can’t I just react to my competition so that my creative will be quick and inexpensive?
While it’s important to be aware of what your competition is doing, having a strategic marketing communications plan in place (one that includes a healthy and ongoing assessment of competitive issues) will help curb your impulse to react to every move they make. If your advertising strategy is to wait and see what your competitors do by quickly throwing together an ill-conceived print campaign or direct mailer, you’ll get exactly what you bargained for: a reactive response to your competitor’s brand, not yours. The purpose of your advertising plan is to be proactive - building a communications approach with the foresight and flexibility to stand the test of competitive pressures; one you can trust to do the job you set out to do. Reactive creative can often result in “competitive clutter” - a plethora of category messages, many nondistinctive and all vying for the same customer attention. When this occurs, only the most savvy consumer and/or rock-solid brand advocate can distinguish the difference; most everybody else will find it too difficult or time-consuming to spend more than a glance with your message. More importantly, reaction could actually weaken or “water down” your brand. If suddenly your customers start hearing and seeing communication from you that is different than normal, they may be left to wonder “Is something changing? Is what I always believed about this product or service no longer true?” Or even worse, “Is this company in some sort of trouble?” This is not to say there are never legitimate circumstances in which you should adjust your message based on the competitive landscape, but always proceed with caution. Thoroughly evaluate the intent and impact any sort of reaction from you will yield. If the communications strategy you are employing is working - delivering intended and measurable business objectives - is it really necessary to do anything? Chances are, you can move full steam ahead, confident in your strategy and how its creative is delivering your brand promise to customers each and every day.

Rose Oetting Stewart is Group Account Director for Valentine Radford, a full-service advertising and marketing firm in Kansas City.