THE IMPORTANCE OF CREATIVE STRATEGY

---

Let's look at the importance of creative strategy before applying any marketing and advertising. Branding and advertising is more than just content trying to get your attention. One needs to establish what is the best proposition your brand has to offer to fill a particular gap in the market place and then communicate your core campaign message in such a way that changes consumer behaviour in your favour. It's a good idea to look at your business and service and define it in the most simplest of terms before you start thinking about any ideas.  

The following is an example of a creative strategy being applied to a brief from a client.

The client is a digital marketing agency that has been delivering top tier content for blue chip brands. The agency would like to attract more clients from the SME sector and is currently perceived as intimidating and expensive.   

A Digital agency which primary creative solution is video.

Where does your product and service belong in the marketplace. 

Two important variables. (Who is it for?/What does it do?)

For clients of small to medium budget who wants value for money marketing. 

He/She is the owner or brand manager of a SME enterprise and needs to get the attention of his/her customers fast. He has realised that no matter how good a product is, it's not going to sell itself. Approaching big brand agencies is not an options either as they just don't have the budget for it. 

This is a description devoid of any sugar coating. It's the bedrock service that you provide.

Digital content that will break through the clutter on the internet without costing a fortune. 

This is the same message as your consumer promise but one could say its from a right brain perspective

Break the net. Not the bank.