The constant need to reboot to maintain the originality of campaign ideas

By Meenakshi Aggarwal-Gupta

Organizations come up with marketing campaigns to promote their product or service and then use every possible tool in their arsenal to ensure the success of those campaigns. A “brilliant”, “impactful”, “memorable”, “insightful” campaign often relies on the strength of its basic idea and the finesse of its execution. With thousands of campaigns presented to clients daily, finding a unique idea can be a challenge for most advertisers. The fact that so few campaigns are memorable makes us wonder if there’s a lack of original ideas or poor execution.

Is the marketing industry struggling to keep pace with originality and creativity?

An innovative idea is worth the effort since it provides the basis for a more targeted and effective campaign. The marketing industry can face challenges in creating unique campaigns for hundreds and thousands of clients. Brands try to build brand awareness and thought leadership through themed campaigns by capturing customer emotions, but the same idea can be shared by multiple brands. Check out the social media posts most companies share on festivals and memorable occasions. With everyone trying to make their presence felt, it’s much easier to get lost in the noise than to leave a trail. How many of your posts have gone viral? How many of them have you received as an attacker on WhatsApp?

Although ideas cannot be copyrighted, their material form can. Marketers must constantly reboot to maintain the essence and originality of their ideas and the execution of those ideas. Here are some guidelines for doing so.

Unlearn old concepts and innovate with new campaign ideas

1. Be aware of your world – Brands are constantly taking marketing initiatives, many of which challenge existing mindsets and stereotypes. Various economic, social and political events occur across the world, many of which have a lasting impact on human behavior. The more you keep up to date with these breakthroughs, whether through social media or the news, the more contemporary ideas you can incorporate into your campaigns. If you discover a top brand’s guerrilla marketing campaign, you can apply the same boldness to an area you know.

2. Take inspiration from the work of others – Seeking inspiration does not mean that you are copying the work of others. Take inspiration from the central idea of ​​the campaign and build your thinking around it. Coincidences are inevitable, and although brains work differently, the same thought can sometimes strike two different minds. The differentiator will then be the execution of that idea. You and your competitors are unlikely to come up with the same execution plans for the same amazing ideas that established brand appeal. They may, however, have similar goals, offers, and customers, giving you a better understanding of campaign effectiveness. You can get a glimpse of how people are reacting to your competitor’s campaign and whether it will work in your favor and then use that as inspiration for your ideation and creativity.

3. Identify what your target audience wants – To be a creative and effective marketer, you must first understand your audience. Knowing your audience may require primary or secondary research. You can use various methods such as interviews to create a consumer persona, survey research, group discussions, immersive experience and many more. You will have a deeper understanding of reality if you bring together different points of view. It would boost your creativity and make your ideas more relevant.

Where research is not possible, listen to your instincts. You may not quite fit your target demographic, but if something in the natural environment interests you intuitively, it will most likely interest someone else too.

4. No idea is good or bad – Not all ideas that sound terrible are bad. Many good ideas were once considered foolish. We naturally generate many ideas and reject all but a few that meet our high expectations. The saying goes, “You can’t edit a blank page.” First, write, then improvise on it. Marketers should keep these crazy ideas a bit longer to see if they can tweak them and turn them into something more intriguing. Chew the idea, sleep on it, discuss it before rejecting it. The bonus tip is to not be afraid to take a risk on a promising idea.

5. Take risks – Taking risks can be essential throughout the planning and execution phase of the campaign. Include more people in the brainstorming process. The more brains you have at work, the more distinct knowledge you will acquire, whether in research and design or strategy and execution. The digital world becomes very crowded, especially during current days and events like Mother’s Day, Environment Day, etc., when many brands tailor their messaging for the same occasion. Don’t be afraid to try something new and unique in such a situation. It could be a key differentiator for your brand, perhaps increasing visibility and leads. However, take risks for something your brand is willing to stand for. Nike has always stood for equality. His “Believe in Something” campaign might have gone wrong, but it actually drove sales and stock prices higher, and also earned them free publicity. Closer to home, Tata Tanishq has always taken a stand on various social issues. She had to recall some of these ads due to public backlash, but this risky approach has also helped to ensure that her ads are memorable and distinct from the ads of any other jewelry brand.

In a word

Creativity is simply connecting things – Steve Jobs

Think of the thousands of creative people racking their brains to create one-of-a-kind campaigns. Not to mention one-off marketing, like Environment Day or New Year’s Day campaigns, which present the challenge of making an impact and not having ideas that clash with those of others.

The only way to be distinct is to create a pool of raw materials – consumer insights, multiple perspectives, industry knowledge, technological understanding and more. Take the time to go through this material, digest it, mentally process it, and let the connections emerge. These connections can come from your individual eureka moments or can be a function of brainstorming and iterative reflection. The connections will coalesce into a central idea that will help create and run a campaign that will be different from anyone else’s.

And always, observe human behavior and experiment with new approaches so you never run out of ideas.

The author is co-founder and COO, 4AM Worldwide

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