Prepare to Share Your Business Creativity
Advertising is not the first thing that comes to mind when considering using creative means to grow a business. Advertising, however, is one of the main aspects of a business that benefits directly from a creative approach. Innovative activities, new partnerships and unusual product differentiation strategies all work to add the sizzle that sells.
Surprise! Getting Creative Gets Attention
In business, doing something unexpected and controversial gets attention. When regional Frontier Airlines was bought by Republic Airways Holdings Inc., there was immediate consternation over what would happen to its memorable airline brand, featuring animals on the airplane tails.
Such consternation arose among Frontier's fans that a "Save the Animals" campaign began, which included a march on Denver City Hall, a FaceBook fan group and YouTube coverage. In April 2010, the parent company bowed to public pressure and agreed to keep the animals on the airplane. The controversy earned national attention for the newly owned airline.
Find a Strategic Point of difference
Developing a product different from the competition creates something to talk about. That's what Crocs did. First it launched its licensed, decidedly-ugly, but comfortable colorful shoes dotted with cutouts and partnered with retail partners to expand. Disney retail stores or and Disney theme parks feature Crocs shoes, with Mickey Mouse-shaped holes. When the company's foray into clothing and other shoe types fell flat, it returned to its roots for renewed success.
Signal an Industry Leadership Stand
Creative business moves can signal a newsworthy leadership stance. That Apple was in talks with Microsoft about a potential partnership of the Bing search engine for the iPhone was big news. It signals also a major challenge to the supremacy of Google as the leading search engine.
Even returning to old mediums can become an advertising message. Only a decade ago, we laughed at the fact that television soap operas actually took their name from the soap companies that produced and paid for them. Then Hallmark began its cable TV movie channel. In this age of online mediums and heavy visual messages, ad agencies and companies like Pepsi are retooling visual approaches and producing record levels of web video, controlling content and distribution online.
Technology Attracts New Audiences
Creative business approaches can open surprising and unexpected new markets. In the case of marketing to audiences with mobile devices, the advertising approach is now as distinct as the specific phone choice. Advertising is beginning to be developed based on whether you have a Blackberry, iPhone or Android.
Cause marketing -- Stand up, stand out and stand for something
Aligning with a cause matching your corporate mission gets folks talking, buying and cooperating. Consider the General Mills Boxtops for Education project, which has earned General Mills much positive media coverage and an enduring advertising advantage. It began as a General Mills effort; the symbols collected from the company's product packaging were put to work to earn your school points for educational materials.
Within a few years, it morphed into an open source cause marketing campaign and invited retailer participation. These days you can walk into Sam's Club and be handed a Box Tops promotional list that includes 33 items available in the store that participate in Boxtops for Education.
Tags: General Mills, animals airplane, Boxtops Education, Creative business, search engine