As I am starting to become more comfortable with VBR’s
(Valid Business Reasons) to reach out to new target clients, I have found a
recurrent theme in 1) how brands are skyrocketing in terms of their advertising
and 2) why other brands are not: Creativity! I have found that the brands that
have been most successful in their advertisements have used unconventional,
new, interactive and fun ways to communicate with their customers. One of the
awesome campaigns I have studied include Coca Cola’s Share a Coke, if you want
to take a look and get an idea about what I am talking about. And so, when
reaching out to new clients/brands, it seems to me like providing our clients
with creative and unique suggestions– different from other advertising vendors –
would allow us to stand our from the other vendors and increase our sales
tremendously. That being said, if I became the CEO, I would dedicate every Monday
to a creativity session. (And if I were CEO for the Day – I would dedicate the day to this idea). In Organizational Psychology, which I took this past
semester at school, I learned about various ways that companies would come to
conclusions about how to create new products – one included a brainstorming
session. Employees in the industry would have the ability to spend their Monday
morning brainstorming a new idea for how to advertise a particular product.
After putting up all the ideas on a board, we could silently vote until we
determine the “Creative Idea of the Week”. Ideally, this idea would be sent out
in a VBR to the client to explain to the client why we think we would be able to
help them in a way that was different than all other vendors/campaign creators.
Throughout this summer, I have been working for both
FullBottle Digital Advertising and Kevyn Aucoin Beauty (While only blogging about FullBottle)… And so, I have attached a snapshot of a stop motion
video that I created for Kevyn Aucoin to show you another idea of what my “creative
idea” would consist of. This video shows the lipstick spinning in circles and
getting taller and taller until the lipstick leaves the screen – the name of
the lipstick is called Everlasting and so I decided to create a pun off of the
name when I created the video.
Kelly, I totally agree that a huge theme in marketing/advertising right now is the "interactive experience." In an increasingly digital and computerized world, people still crave connection to other people. The eyewear brand Warby Parker is incredibly focused on creating the top-notch consumer experience. A few years back they marketed themselves by driving a renovated school bus across country with the idea of a "pop-up" shop in mind. They literally reached out to their consumers in a very personal and thoughtful way, and it's no surprise that the brand is very successful. Warby Parker is a great brand to look into if you're interested in novel and creative marketing techniques. Your "creative monday" idea is a great way to engender collaboration and new ideas. I'm taking org psych next semester and i'm excited to learn applicable information to the marketing/advertising world. thanks for the post!
ReplyDeleteKelly!
ReplyDeleteThe idea you had if you were CEO for the day is awesome! Getting creative and thinking out of the box, especially when it comes to advertising in today's world, is a key feature to being successful. The Coca Cola idea that you were able to study was so awesome and I think that people really loved that. I also love the stop motion idea that you came up with for your company!
I really love the new wave of interactive marketing in today's world. I think that another really great example is the Kate Spade Saturday Pop Up stores. The Kate Spade pop up store appeared on the streets of New York City last summer. The "windows" have a giant touchscreen display where pedestrians can approach it and place orders. But, that's not all! The goods will be delivered to you in less than an hour! The storefront doubles as an interactive billboard for Kate Spade. People walk by and are intrigued and engaged. It is a great way to support the brand's identity and seek new customers. I think that we will see a lot more of this type of interactive and tech-savvy marketing in the coming years.
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