What is creative marketing?
And why is it better than creative advertising?
Art director Nicola Chernigolovko shares his opinion.
– Would you like honey or condenced milk?
– Hmm… Both the first and the second!
Creative marketing is about thorough research of the situation on market. One of the possible results of marketing data collection is … a rejection of creative advertising on behalf of precise and maximum targeted promotional message.
As this approach excludes a failure of a communication strategy, it is valued but not liked. The reasons of such dislike towards creative marketing as a product are hidden in its consequences.
Marketing departments of companies understand that if they use the benefits of creative marketing once, they will have to restructure the communication into one logical system. And this way has no eclecticism or unimportant details. Afterwards the system will have to be supported over years. Creative marketing ensures vision and management of the system for years ahead, whereas “life expectancy” of a head of marketing department is 2 years.
Creative marketing is relatively expensive, though there are advertising agencies that manage to sell creative advertising only under the pricing of creative marketing. Some of the most honest and creative advertisers do not hide their dislike to creative marketing, claiming that only creative ads work. It is not true.
Creative advertising is popular. “Your customer will love the brand!” – yells creative director, dreaming of festival awards. “Wow-effect”, “cool”, “creative” – all these epithets please the souls of both advertising specialists and clients at the stage of ideas discussion. And then they usually get to see the reality at the moment when a new senseless video clip is launched. It promotes the whole category instead of a particular product, and outdoor advertising gets ineffective.
“The client forced us to make a boring piece of sh..” – the specialists complain. “We had to avoid bright ideas, because we are a serious company that cannot take risks”, – reports the client to the management.
Why does it happen this way? That’s easy. A client intuitively understands that a creative ad that is not a logical continuation of creative marketing is a zone of higher risk levels. Moreover, a strong idea, being given tenths of festival awards, can be held up for years.
An example. Imagine that a toy shop launched an advertising campaign based on black humor. Everyone learnt about the shop. The public protested. The agency put the Cannes Lions award in the meeting room. And the target audience went to.. the shop of competitors who never had any advertising at all. Do you think that the customers could not understand the main message “Childhood is shorter than life. Play while you are alive”? They could. They just did not want to purchase from the author of this message.
Unfortunately, few specialists offering marketing services to the young Ukrainian market, had bravery to admit the priority of creative marketing over creative advertising.
But after the crisis of 2008, the market placed everything to order. It became obvious that the confrontation between creative marketing and advertising is made up. It turned out that creative advertising is a necessary part of creative marketing, but not vice versa, and altogether it is their majesty Marketing.
The cruel battles of the beginning of 2000-s about “what sells better?” seem naïve kids’ quarrels nowadays. An adult market demands mature decisions.