Creative campaigns
Break through the *gestures wildly* noise with a high-road creative campaign built on surprise. Something worthy of a Webby or a stunt that would fit in at the Super Bowl. When the creativity concept works, the campaign gets talked about and spreads a lot faster with much less advertising budget. - 3 creative pitches - Key asset, landing page, ads, and launch kit - Implementation, launch, and measurement
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Creative campaigns help you avoid blending in
Many B2B marketing organizations are built to run on consensus. While that’s a great way to avoid litigation, it’s a poor way to identify and surface unique, risky ideas of the sort that really get buyers excited. As a result, a lot of B2B buying collateral is committee-approved and boring as sawdust. Which means fewer buyers can tell them apart from everyone else’s, those ads have a lower quality score, and the entire marketing org pays 20% more for sending messages. In a way, un-creativity is very like a tax.
Watch our webinar on why creative risk-takers win →
Try this exercise with your team: Ask everyone to think up 1-2 companies they “have a crush on,” which are doing an amazing job of marketing. Audit their website, emails, and ads. Can you find a commonality? We can already tell you what you’ll find: Those are the companies that dared to be different. They took a risk and didn’t ask permission. They differentiated and were rewarded for it. The fact that those companies are occupying valuable real estate in your team members’ minds is proof that creativity works—if you let it.
Now, creative campaigns are difficult to pull off internally. Marketing managers and lifecycle marketers may actually be too close to the product, and internal copywriters and designers may not have the creative directorial experience to break out of the norm. But an outside partner like Inverta, along with our creative partner Fenwick, can study your audience research to pitch ideas that you can select from, which are sure to break through all the noisy sameness.