When your company decides its time to launch a new marketing campaign the creative process can seem very daunting. Most professionals and business owners have a specific skill set related to the daily activities of running the business, but not necessarily the skills to dream up the perfect marketing campaign to capture the hearts and minds of the customer. So what can you and your team do to get the creativity flowing? We have a few great suggestions to get you on your way.
Don’t be afraid. Many people look at a blank sheet of paper – or conference room white board – and feel a lot of pressure to come up with a witty, creative home run right from the start. It’s pretty rare that good ideas happen that way. Use the white board to brainstorm without judgement and know that ideas build on each other, often growing into the creative seed you’re looking for.
Be genuinely interested in what others have to say. By truly opening your mind to the ideas and thoughts of others you may begin to see the problem differently which opens the door to some great creative opportunities. Part of this process is not to take a statement at face value, but really dive into what it means. A coworker may toss out a thought, but its not until you’ve asked a few questions that the real core of their idea is revealed.
Think hard about the customer. After all, the whole point of your efforts is to effectively communicate to and connect with your customer. What drives them? What are their goals? How does your product help them achieve these goals? Think about your customer not only when they are using your product, but also during other parts of their life to gain insights to what drives their purchasing decisions.
Change the setting. If your group always meets on Tuesdays at 10 in the conference room, try instead a Thursday afternoon meeting at an offsite location. Your group will see things differently and interact on a new level. By changing the standard routine, people instinctively open up to new thoughts and ideas and the results can be pretty amazing.
Add some fresh influences. Consider bringing in different staff members or breaking into smaller groups of unique coworkers. An employee that doesn’t normally get to participate in creative meetings can offer fresh perspective and ask good questions about the status quo. Embrace this opportunity to generate new ideas and creative patterns.
The most important thing to remember is that everyone can add to the creative process. By creating an environment that encourages conversation about customers, products, competitors and goals, you’ll be well on your way to landing that next big idea.