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Creativity Matters
Shaun Smith

Creativity Matters

The definition of marketing starts with the creation of value. Surely, we, as marketers, cannot create value without employing a hefty dose of creativity. It’s what makes the sauce so special.

Walking the fine line between performance marketing and creativity is something that marketers struggle with regardless of whether they specialize in advertising, design or print. Oftentimes, you will come across a marketing company that specializes in one of these areas. However creativity can overshadow the value of performance marketing and firms cannot see the value or don’t have time to invest in those other items on the menu; research, metrics, analytics and best practices. It’s like going to a barbecue joint because barbecue is broad; we could be talking spare ribs, brisket, chicken or all three.

The answer might be trying to achieve an ideal balance that would appeal to a broad audience and reach your target customers by harnessing the creative process from concept to completion in a system dedicated to performance marketing.

Collaborative team work packages are utilized when necessary and we give our team members and stakeholders the room to explore their creativity. We give our team enough time to really dive deep into our vault of research and add to that research for the next project.

As businesses strive to stay in the view of their consuming public, the pressure to execute a consistent and creative marketing plan increases. It’s hard to be creative or compassionate when the only you only have 15 minutes a day to create content that speaks directly to your audience. We believe the best content starts at home. We do not believe it is best to write content on behalf of the project sponsor, but to encourage the project sponsor to communicate their passion so that we can help cultivate their content without polluting its authenticity.

When we work with clients, partners and team members we encourage creativity as it is the genesis of innovation. Here are few tips to help your firm stay creative in our ever evolving communication landscape.

  1. Enhance your creative space. Clear your desk and change your computer wallpaper to something that can inspire you.

  2. Music - get into it. Hunter S. Thompson once said, “On some nights I still believe that a car with the gas needle on empty can run about fifty more miles if you have the right music very loud on the radio.”

  3. Turn off outside distractions. Close the door to your office. Close the windows - whatever it takes to get you to focus on the task at hand.

  4. Set goals prior to your work. Know what you want to accomplish before you try to accomplish it. Then you can let your mind wander as long as you pull yourself back into alignment at scheduled intervals.

  5. Knowledge. One major sticking point for writers’ block is not knowing what to say. Think about your favorite thing. Now think of how much you could talk about that. Now what about your least favorite thing? The more you know and are passionate about your subject, the easier you can speak about it with authority. Your mind will bring you the right information at the right time.

  6. Collaborate about your creative hunches. Spend time alone. Then spend time bouncing those ideas of colleagues or friends. Rinse and repeat until satisfied.

  7. Go for a walk. Many are amazed what a 15-minute walk outside can do to fire up the idea generation machine in the brain.

  8. Play lots of X-box, take naps, drink lots of Monster Energy and go hard on the weekend.

** Disclaimer: We are not 100 percent sure about No. 8, but it was our intern’s idea and we encouraged his creativity.