In marketing, playing it safe is expensive and boring. If you have a good idea that pleases everybody, it’s probably not a good idea. Rather, swinging for the fence with a creative campaign, which will make your brand famous is exciting because you’re doing something that has not been done before. Defending a radical idea against all criticism and making the decision to spend a good amount of your budget on it can be frightening but it’s worth it.
There are good reasons why you should go with the creative, bold and ballsy idea that makes you nervous: First, the most creative advertising stands out from the clutter, differentiating itself among a daily barrage of 3,000 commercial messages. Secondly, it makes you remember it. It sticks in your mind to guide you toward the brand it is advertising in the days following its viewing. Thirdly, you’re much more likely to talk about it with others, and those conversations have been shown to have the greatest effect of all on sales. And lastly, creativity persuades you. It breaks down your barriers of scepticism and cuts through your cognitive immune system, making you far more likely to believe it.
If you are able to create marketing communication that people are talking about and willing to share with their friends, you have made a huge step to strengthen your brand. Be it through an ad that’s funny, touching or surprising or be it a brand event that excites and engages people, you are sure to get a lot more bang for your buck because you increase the number of people you are reaching for free.
Let me support you in your campaign development process to push ideas from good to great. I have delivered award winning campaigns for brands like Dove, Axe and Airbnb that pushed the envelope and left a mark. Contact me.
