What is Creative Strategy, and why does it matter?
“So what is this “Creative Strategy” thing all about? Is it just another buzzword?”
When trying to communicate a special message, with the goal of influencing others in some manner, the two main issues people and businesses struggle with are:
Struggle #1- How can they compose a message that is clear, relevant, and stands out above the noise?
In this age of information literally moving at the speed of light, anyone trying to communicate has to fight against an enormous giant: An incredible volume of information and content all competing at the same time for people’s attention. Our message can have the potential to transmit an amazing level of value, and still be buried under a daunting number of options our target audience needs to weed through to perceive it. A few facts that might surprise you:
- The average web user is confronted with 1,700 banner ads per month.
- People are getting more and more skilled at ignoring advertising across all media. Stats of ad-ignorers range from 38%-85%, depending on the media and demographic composition.
- 80-85% of skippable ads on YouTube are effectively skipped.
It is apparent that communicating a valuable message, and outputting that message as forcefully and strategically as possible, is no longer enough in the current technology landscape.
Struggle #2- What can they do to ensure their message is effectively received?
At the same time, being original and unique is no longer anything to be proud of if our message reaches a very small segment of our intended audience. Many genius ideas have died in the dark alleys of obsolescence or invisibility. However, placing a sign with the highest available exposure, like an amazingly expensive ad on the ground of the World Soccer Cup field, is just not an option for the great majority of businesses.
In most cases, businesses won’t be able to leverage capital to gain exposure, and a highly-creative message often does very little on its own to expand its reach. However, these same businesses tend to put all their focus on these two elements (capital and creativity), while forgetting another essential component entirely.
These two problems can be very strong obstacles to overcome, and when they’re not overcome, they’ve crippled some of the greatest businesses and initiatives around the globe. So what is the solution?
Now that you understand the problems, I would like to invite you to read the solution I propose, which I’ve made available as an easy-to-read ebook. All you need to do is input your email address on the right side (or on the bottom if you’re on a mobile device), and I’ll send it to you right away for free.
Update: Sorry! The Creative Strategy Manifesto is no longer available for free. It will be rewritten, expanded and published soon.
In the meantime, if you haven’t done so, feel free to download The Attraction Checklist for free! Just sign up and I’ll send it to your email inbox.
Alex Rodríguez develops high-end digital marketing campaigns that transform brands and attract business. He is the author of Digital BACON. His clientele has run the gamut from top-level advertising agencies and Fortune500 corporations, through national broadcast networks, to award-winning production firms. He heads up the team at YMMY Marketing. Connect with Alex via LinkedIn or Twitter