Week 5 - MBA 6601 - Creative Marketing

Guerrilla Marketing makes it a point to let you know that creativity in marketing only has to do with one thing: profitability! You should not be after awards and recognitions with your creativity, but rather focused on how you can increase your profits. What is money spent on creativity of it does not turn a profit for your business? It is wasted money. At the end of the say, marketing that does not turn a profit is ultimately not creative at all. 

There are ways to ensure you create a creative marketing campaign that sells. Focus on the inherent drama within your product offering. There has to be some drama with your product, something that makes it interesting. Once you know what that is, capitalize on it. Turn that drama into something meaningful. People are interested in what is beneficial about your product. Sell them on the benefits. State those benefits in a way that is believable to the consumer. Start with the drama and turn it into a believable benefit of your product. 

You also need to be able to get the attention of your prospective consumers. Making it interesting will gain attention. People do not pay attention to advertising that is not interesting. You have to earn their attentiveness. Looking past the ad to ensure the product or service you are offering is interesting is of upmost importance. You have to move your perspective audience from just paying attention, to actually getting involved with your product or service. Have them reach out in a way that gives you more information about them but also gives them a benefit and brings them to action. This can be done by having them call, getting them to come to the store with a coupon, having them go online to take a quiz, or gaining their email information. You have to be clear though. tell people exactly what you want them to do and make it direct. 

It is also paramount that you  make your communication clear. Do not leave anything open to interpretation. You know the point that you are trying to get across so analyze it and make sure that it is clear to your audience. The goal should be zero ambiguity. Then you need to measure the fruits of your labor. Setting the strategy in place is not enough, it is just a blueprint to guide you where you are going. Measuring how the strategy plays out is the important part. In coming full circle, the success of the strategy is measured in profits.