Home > Sales and Marketing > Advertising and Lead Generation > Is Creativity Bad for Marketing?

Is Creativity Bad for Marketing?

By: Drew McLellan

 

149ee80bc14123589c47db7df7828f61
As a writer just typing the question, “Is creativity bad for marketing?” hurts a little.

 
Advertising and marketing people pride themselves on their creativity. After all, it’s one of the lures of the profession for most of us.
 
But does it serve our businesses and our business goals?
 
On the surface, it’s easy to argue that creativity is essential to good advertising and marketing. Whether it’s strategic nuances and insights, being innovative in your brand and how you express it, or marketing materials that capture the audience’s attention and imagination—all of those are built on a foundation of creative thinking.
 
But I’ve been in some situations recently where it was evident that the long-term objectives were not being well served by an infusion of creativity. Then, sadly the answer is yes … creativity can be bad for marketing.
 
So let’s look at how the very thing we work so hard to capture can also be a detriment.
 
Too many ideas: This can be a killer. When a team is on fire with great ideas and falls in love with them all, the end result can be a mess. Sometimes the team tries to pack in all the ideas so rather than building a message hierarchy where you lead with your key message and then support that message, you get five pounds of ideas shoved into a one pound bag. That results in a lot of superficial messaging rather than a well-developed story with depth and relevance.
 
The other possible outcome of too many ideas is that the team decides to use them all sequentially. That typically means that no one idea is left in place long enough to really take root. Remember, about the time that we as the creators are getting sick of the ad/brochure/tagline etc. is about the same time the intended audience is just noticing the communication. If you pull the plug too soon, you lose all momentum and have to start all over.
 
Unbridled creativity: As the brainstorming pendulum swings, it often goes to an extreme that’s beyond the audience’s sensibilities. Sometimes a team can get so enamored with being provocative or wildly creative that they forget who their audience is. We’ve all seen ads that were very outlandish and got a lot of attention but in the end, were too far over the top and the company ended up issuing an apology or retracting the ad.
 
Marketing has a very simple purpose: to sell something. It might be selling a product, or an ideal or a candidate or a charity’s cause. But it does not exist to entertain, provoke a reaction or win awards. If it sells AND entertains, all the better. But it needs to do its job. Which means the audience’s perspective must always be front and center.
 
Cart before the horse creativity: Believe it or not, good creativity is actually the outcome of a very disciplined process, at least in marketing. To truly be creative in a way that nets the desired results, you have to do your homework before you release the creative juices. Until you define the goals, identify and get to know your audience and understand your unique position in the marketplace, you hold your creativity in place.
 
When you unleash it too soon, you may come up with the most compelling marketing tools that drive the audience to action, but they might be the wrong audience, might be taking the wrong action or might play to one of your competitor’s strengths.
 
Like most things, creativity isn’t good or bad, at least not in the world of marketing. It’s how we use it that makes it either a huge asset or a hindrance to us achieving our ultimate marketing goals.
 
This article was originally published by Drew’s Marketing Minute
Published: April 16, 2014
1741 Views

Trending Articles

Stay up to date with
Avatar photo

Drew McLellan

Drew McLellan has owned an advertising agency for almost 20 years, serving local, regional and national businesses. He also coaches hundreds of agencies on business best practices through peer to peer networks, workshops and consulting.  Drew is often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.” He blogs at both www.DrewsMarketingMinute.com and www.BuildABetterAgency.com.

Related Articles