Recap:Developing Truly Creative Marketing

Developing the Creative Strategy

Creativity is the root of all successful marketing. J.C. Levinson takes it a step further. In his book, Guerrilla Marketing, he says:

"Creativity in marketing has everything to do with profitability and nothing to do with awards and compliments... Marketing is not creative unless it sells the offering."

Truly creative marketing develops from a strong creative strategy. In guerrilla Markering, the creative strategy is a three-sentence paragraph that answers the following questions:

1. What is the purpose of the creative message?
2. What are the benefits that need to be stressed to accomplish the purpose?
3. What is the personality of the brand?

SBH Labs creative strategy for nuCaffeine is as follows:

The purpose of nuCaffeine marketing will be to convince our target audience - adults at least eighteen years or older - that clean energy drinks are at the palm of their hands when they use nuCaffeine liquid caffeine concentrate. This will be accomplished by highlighting the nutritional value - zero calories, zero sugars, zero additives - and versatility of nuCaffeine as it can be added to any beverage. The mood and tone of the advertising will be honest, knowledgeable, warm, and active.

Other Things to Note

• What is the inherent drama within your offering? nuCaffeine has zero taste, zero sugar, and zero calories, so it can be added to any beverage to create a personalized energy drink.
• What is the major benefit of your offering? nuCaffeine provides a solution to high-sugar energy drinks and people with caffeine sensitivities.

Parting words of wisdom:

"Creativity comes from knowledge."

References:

Levinson, J. C., Levinson, J., & Levinson, A. (2007). Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business. Boston, MA: Houghton Mifflin.