What’s the big idea?
Creativity? Bleh. It’s a dirty word to some, especially during the credit crunch. Creativity means change, and change means risk. And taking risks with your advertising is, well, a risky business – more so now than ever.
With markets slowing down, companies are exposed to the double whammy of an increase in operating costs and a downturn in sales. It’s not unlike arriving home to find all your worldly goods on fire, and then receiving an unexpectedly high gas bill.
The temptation is to stick with what you know, what feels comfortable; is now really the time to start messing about with your advertising message? Maybe not, but it’s certainly worth considering what your message says and how it positions you in the market.
If you’ve got a great product, if your offers are the best, if you can genuinely deliver something new or different, now might be the time to change what you say, and how you say it. People are perhaps more susceptible than ever to advertising; frugal spending is king and advertising, like a yellow special offer label on a supermarket shelf, is a divining rod that helps them make purchasing decisions.
So consider a creative health check for your advertising strategy. Being creative doesn’t mean wacky bonkers; not every business can pull off a drumming monkey. So to speak. Creativity in advertising means identifying an effective, engaging idea that clearly identifies your brand and proposition, and ensuring people are likely to act upon it.
Unlike some, we’re not creative snobs at Artemis Media; we don’t hold the majority on good ideas. We do believe that creativity must deliver; in the current climate, it absolutely has to. So talk to us about ideas, and we’ll be nothing but honest with you; we might not tell you what you want to hear, but we’ll always tell you what you need to know.
Right now, your advertising needs stand-out, and that might mean taking a risk. Too risky? Not taking a good hard look at your advertising may be the biggest risk of all.
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Tags: advertising, Artemis Media, creative, media