April 16, 2014
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BLOG: Creative vs. effective marketing

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Read more from Paul M. Stubenbordt.

Creative marketing and effective marketing are, unfortunately, not one and the same. Creative marketing is just that, creative. It’s artistic or clever or funny. People like these ads. The problem is that, even though people like them, they often don’t remember what product or service was actually being marketed. Effective advertising ensures that you get your name out there and brand your business.

This is not to say that being creative is bad — far from it. You just need to make sure you don’t sacrifice effectiveness for creativity. To avoid this, follow these basic guidelines for creating an effective marketing message:

Know you target audience. Who are you trying to reach? Your message should be aimed at your target demographic. You wouldn’t do an ad for cataracts that features twenty something’s frolicking on the beach! Just as you wouldn’t run an ad targeted to LASIK in the newspaper.

Know your competition. What sets you apart from your competitors? Why should people come to you instead of going elsewhere? Make comparisons to competitors when you can.

Grab their attention! Use information that will interest your targeted audience and grab their attention in the beginning. Tie in local interest stories or upcoming holidays. Make a strong statement about how this product or service can improve their life. Get the whole story