4 answers
Amir
Student
Tacoma, Washington
1
Question
Asked
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Marketing often requires you to be creative. Describe a situation where you used your creativity for success.
#Advertising # #advertising #Promotions
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4 answers
Chris Hook
Marketing
5
Answers
El Dorado Hills, California
Updated
Chris’s Answer
I went to school for PR, but decided afterwards I wanted to go into advertising. They say the hardest job you'll ever have in advertising is getting one - and it requires lots of creativity. So I made an ad in Photoshop using anaglyphs (words and images that become 3D when you put those red/blue 3D glasses on) and the headline was 'Advertising That Rises Above The Rest' to tell my story, as a creative with the key words jumping off the page in 3D. I pounded the pavement for three weeks and dropped them off at ad agencies, along with my portfolio of mock ads. I got lots of great advice, and quickly got an ad job!
The best way to impress people with your creativity is by demonstrating that it gets better results (attracts more attention, generates more engagement, solves a business problem, helps your boss). This approach to creative will make you valued and successful in any field you choose.
Chris
Read 'Hey Whipple, Squeeze This' - a great book on becoming a creative professionally
Get yourself access to the Cannes Lions database - that's the world's international celebration of its best creative. You'll find it inspiring!
The best way to impress people with your creativity is by demonstrating that it gets better results (attracts more attention, generates more engagement, solves a business problem, helps your boss). This approach to creative will make you valued and successful in any field you choose.
Chris
Chris recommends the following next steps:
Eileen Kiernan
Media
3
Answers
Scotch Plains, New Jersey
Updated
Eileen’s Answer
Marketing is all about having the right answer to someone's need and making sure they know about it when the need relevant. But in a world where people are inundated with all sorts of choices hourly, and product (and need) differentiation is hard, striking a cord both rationally and emotionally often guarantees a better breakthrough result.
Think for example how some of the world's biggest brands have done it: the Apple Mac with its iconic Mac versus PC ad campaign personifying the dueling computer systems in a very clever way, to Nike's history of making films over ads celebrating the majesty of sports, to the glorious storytelling of Coca-Cola over the years teaching the world to sing in times of unrest -- all standing for so much more than their product alone, capturing hearts, minds and then lastly wallets.
For simpler examples of creativity in product development, just look around at all the industries that have sprung up on the back of the iPhone's success (cases, wallets, lights, handles, etc.) or even services that have sprung up this past year in response to Covid (fashion masks, virtual game nights, Uber eats). Harry's the razor company reinvented the razor category through style, price, and user experience, as did Warby Parker the eyewear category.
To stand out, something has to breakthrough -- and so often less about being brand new and more about creatively finding a new way to strike a chord.
Think for example how some of the world's biggest brands have done it: the Apple Mac with its iconic Mac versus PC ad campaign personifying the dueling computer systems in a very clever way, to Nike's history of making films over ads celebrating the majesty of sports, to the glorious storytelling of Coca-Cola over the years teaching the world to sing in times of unrest -- all standing for so much more than their product alone, capturing hearts, minds and then lastly wallets.
For simpler examples of creativity in product development, just look around at all the industries that have sprung up on the back of the iPhone's success (cases, wallets, lights, handles, etc.) or even services that have sprung up this past year in response to Covid (fashion masks, virtual game nights, Uber eats). Harry's the razor company reinvented the razor category through style, price, and user experience, as did Warby Parker the eyewear category.
To stand out, something has to breakthrough -- and so often less about being brand new and more about creatively finding a new way to strike a chord.
Hi Eileen! Thanks for your answer. I think that the student is asking for some first-hand experience using creativity in marketing. Can you think of any moments in your career where you personally used creativity to be successful in marketing?
Alexandra Carpenter, Admin
Franklyn Jackson
Content writer
2
Answers
Lake Forest Park, WA
Updated
Franklyn’s Answer
Hi Amir,
When I was jobless and tired of getting rejection letters I knewI needed to do something to get noticed. We were sending cover letters and resumes by post back then so I decided to print my resume on a transparent sheet of paper and I glued it to an 8 1/2"x11" piece of sheet metal. On the outer envelope I printed a teaser message. It was something like, "After reading my resume, I guarantee you won't crumple it up and throw it in the trash." Then in the cover letter I kept the theme going, "You're facing stiff competition... I'll bend while others break... you need someone stronger than most," etc.
No, not the greatest self-promo. But it demonstrated that I was capable of thinking up new ideas. Plus, if you're a copywriter with no experience, ideas and creativity are the only means to get in the door. That piece helped me get on the radar of several agencies and marketing departments. And I had a considerable uptick getting interviews.
For any job, product, or service you have to use your creativity to get noticed. There are many "formulas." I use the AIDA process.
*Attention*--It's a busy world. How does Subway get noticed over Jack in the Box?
*Interest*--Once you have their attention, how do you keep it?
*Desire*--Change their thinking from, "What is this?" to "How do I get this?"
*Action*--Provide a clear way for your audience to get your product/service
And don't be fearful of trying new things. Most companies aren't looking for someone who can do the job. They're looking for someone who will add to the job.
I concur with reading, "Hey Mr. Whipple, squeeze this'
Take an Improv class. It will help build creativity, confidence, presenting skills,
When I was jobless and tired of getting rejection letters I knewI needed to do something to get noticed. We were sending cover letters and resumes by post back then so I decided to print my resume on a transparent sheet of paper and I glued it to an 8 1/2"x11" piece of sheet metal. On the outer envelope I printed a teaser message. It was something like, "After reading my resume, I guarantee you won't crumple it up and throw it in the trash." Then in the cover letter I kept the theme going, "You're facing stiff competition... I'll bend while others break... you need someone stronger than most," etc.
No, not the greatest self-promo. But it demonstrated that I was capable of thinking up new ideas. Plus, if you're a copywriter with no experience, ideas and creativity are the only means to get in the door. That piece helped me get on the radar of several agencies and marketing departments. And I had a considerable uptick getting interviews.
For any job, product, or service you have to use your creativity to get noticed. There are many "formulas." I use the AIDA process.
*Attention*--It's a busy world. How does Subway get noticed over Jack in the Box?
*Interest*--Once you have their attention, how do you keep it?
*Desire*--Change their thinking from, "What is this?" to "How do I get this?"
*Action*--Provide a clear way for your audience to get your product/service
And don't be fearful of trying new things. Most companies aren't looking for someone who can do the job. They're looking for someone who will add to the job.
Franklyn recommends the following next steps:
Makayla Wischnack
Account Management Fellow
3
Answers
Dallas, Texas
Updated
Makayla’s Answer
Hi Amir,
This question was asked during a session with AMAZING professionals from programmatic marketing partner, MiQ! Our panel had individuals who work in sales, data analysis, account management, HR, and more. We hope our answers can provide guidance as you continue on your career journey. They have been summarized and shared below:
- You can use your creative strengths differently depending on what your job is.
- Even in sales, you will need to be creative in handling situations.
- What people do not realize is that creativity is used in all jobs, but in different ways. I have had to be creative in all my roles.
- If you get a question from a client that is unique/odd or your client is in a unique situation, answering these questions for clients or solving problems for them often requires creativity.
- Sometimes creativity can be your overall strategy going into situations.
- Sometimes you have to creatively use different tools to solve a problem.
- We think of being creative as an individual approach, but some creative solutions come from collaboration.
This question was asked during a session with AMAZING professionals from programmatic marketing partner, MiQ! Our panel had individuals who work in sales, data analysis, account management, HR, and more. We hope our answers can provide guidance as you continue on your career journey. They have been summarized and shared below:
- You can use your creative strengths differently depending on what your job is.
- Even in sales, you will need to be creative in handling situations.
- What people do not realize is that creativity is used in all jobs, but in different ways. I have had to be creative in all my roles.
- If you get a question from a client that is unique/odd or your client is in a unique situation, answering these questions for clients or solving problems for them often requires creativity.
- Sometimes creativity can be your overall strategy going into situations.
- Sometimes you have to creatively use different tools to solve a problem.
- We think of being creative as an individual approach, but some creative solutions come from collaboration.