If creative were comfortable everyone would be doing it right
Having done your homework, put your business plan together and worked out your marketing strategies, then the hard creative work begins. Many businesses stumble and fail to produce effective marketing campaigns. They lack the expertise and time to do the creative work required to build the marketing collateral well enough to attain the results they are seeking.
Creative logos and colour scheme
Your logo is a visual representation of your business. Think of McDonald’s golden arches, The Shell Oil Company’s shell, or the simple Ford Motor Company logo using the Ford name. These famous logos immediately identify the companies, as can your logo in your chosen market.
Unfortunately, many businesses still skimp on developing this crucial part of identification and miss the critical first impression of their business along with easy recognition and recall in the future.
Consider your corporate colour scheme, not only for your logo but the rest of your marketing collateral. The colours should immediately create good vibes for the business that quickly and graphically generates its many positive attributes. Flamboyant colour schemes might attract attention but not necessarily retain it.
Be creative with your key messages
People need to know how you are different and unique, by using a short phrase. Capture the words which get to the heart of what your target market is missing and how exceptionally well you do it. Your key message should become the way you differentiate your business and the basis for all your subsequent marketing messages. It will often take professional expertise to hone your message and develop it as your business grows while taking time to teach your people to utilise them.
Be creative and win the best customers don’t use the tired old jargon like everyone else.
Websites should reflect your problem-solving skills
There are plenty of do-it-yourself (DIY) website applications. The question you should ask is “When did I become a competent designer of marketing collateral and is this the best use of my time”. Keep in mind your website is your face to the world and like a shop-front, you do not want it to be unattractive and tardy.
Social media exposure can make or break you
With platforms such as LinkedIn Twitter, YouTube, Facebook and Instagram you can generate tremendous online exposure for your business by showcasing your products and services in a creative and appealing way.
You can generate leads through all the major social media sites, but they need to be brought up to speed professionally. It will help you to attract more customers, provide a personal touch, build relationships and drive loyalty to your brand.
Once up and running your social media sites are low cost and help you to see what people are saying, including your customers, prospects, suppliers and competitors so you can make more appropriate decisions about your marketing effort.
Your unique selling proposition (USP)
You can put it into one powerful phrase. Tap into the frustrations, problems wants and needs of your target market. Be creative, write something which is different and engaging, causing people to ask “how do you do that”.
Rewrite a creative elevator speech
Imagine you are at a seminar, or on an aeroplane and somebody asks what you do for a living. How will you respond effectively? You need to get passed the ‘so what’ question and be able to have the person ask for more information. Just saying you are a builder, an accountant or a web designer is insufficient, unless you want the person to categorise you and move on.
“If you hear a voice within you say. ‘You cannot paint,’ then by all means paint, and that voice will be silenced”. Vincent Van Gogh
“Have no fear of perfection, you will never reach it”. Salvador Dali