The best marketing is unavoidable yet seemingly elusive. We know we like that spot we just watched or ad we just saw, but why? If you’re a business or organization, the challenge is finding the right agency or empowering your internal team with a system to bring ideas to fruition. How do you create standout work that’s also filled with meaning?
Find Your Target
Do you know what your goal is? Who is your audience? Do you have an idea what you want to create: video, print, digital ads, all the above? Only after you answer those questions can you start creating effective marketing.
The Power’s in the Process
While we all love the cinema of having a great idea in the shower or while driving, we can’t depend on it. It’s time to develop, practice, and trust a process. We recommend starting with a framework that understands your audience, respects your competition, and evaluates your brand. This approach gets to the heart to uncover your audience’s deep motivation(s).
Single Agencies Demolish Silos
If you’re considering working with an agency, think singular instead of plural. Finding one full-service agency that can handle multiple aspects of your marketing breaks down blind spots and increases visibility for your staff. Discover the other benefits of leveraging an agency as an extension of your team.
Know Your Competition
If you don’t make the effort to understand your competition, you’re living in a vacuum. That leads to two dirty words: category work. Because the truth is that category work only benefits the category leader. And if you’re not the leader in your category, you’re only helping your competition gain more market share.
That’s why it’s not enough to simply highlight your product or service.
What are your competitors doing? Find out, then veer into your own lane.
Taking the time to research your competition allows you to stiff-arm the status quo and create work that uniquely positions you to address your audience’s needs in a way your competitors can’t. See what it takes to stand out in the Age of Average.
NEVER Discount Creativity
All the above sets the stage for your team’s innate creativity. Armed with a process to discover and evaluate knowledge about your intended audience(s) and competition, you can confidently pursue creative directions.
Devote time and energy to brainstorming, daydreaming, and concept development. Leave room for lived experiences. That’s the deeply human aspect of this work, and it’s what matters most.
Ready to make meaningful work? Connect with us.
