CREATIVE STRATEGYCreative: having the quality of something created, not imitatedStrategy: a careful plan or method: a clever strategem

Merriam-Webster

Marketing Strategy

The sum of the organization’s strategies to achieve some larger, overarching objective related to the marketing function of the firm

sales market share market expansion product introduction branding competitive response

Suggests that the achievement of the objective will depend on a coordinated effort of all the marketing functions of the organization – pricing, product development, promotion and distribution.

Advertising/Promotion Strategy

Concentrates more specifically on the strategies related to the promotion arm of marketing. Is concentrated on achieving objectives that can be influenced by communications

awareness attitude change trial brand preference attribute linkage positioning

Suggests that the achievement of the objective will require an integrated approach of multiple communications channels consistently delivering on a common message to a defined target audience. The promotion strategy may identify several communication objectives and target audiences.

Creative Strategy

Concentrates on the specific message and its delivery, i.e. What will we say and how will we say it? Is heavily dependent on (and reflective of) what we know about our target audience in relationship to the brand. Is concerned with issues of

Appeals functions executional choices, i.e. imagery, music tone metaphors and analogies

Suggests that the achievement of the objectives will depend on a simple, relevant and truthful depiction/expression of the product/service’s value to the target consumer. Different objectives/audiences may require different creative strategies.

Flowers & Plants Association of the UK

Marketing Strategy:

expand the market for flowers. Get people to buy flowers outside of the special occasions like Valentine’s Day and anniversaries, weddings & funerals.

encourage women to buy flowers for themselves, not just as gifts

Advertising/Promotional Strategy:

position flowers against things like chocolate and clothes

make the purchase of flowers a small but necessary indulgence

Possible objective: Increase the percent of women who are willing to consider purchasing flowers for themselves

They agree with the statement “I feel it is very worthwhile to purchase flowers for myself on a regular basis.”

Creative Strategy:

Women typically only get flowers from a man.

Not all women have a man, and not all men particularly like giving flowers. Too uncomfortable

If you wait for a man to give you flowers you may never get flowers. And that would be sad. (Concept)

Flowers. Why wait? Buy Your Own.

Mini-Cooper

Marketing strategy Introduce Mini-Cooper to US market; sell 20,000 Mini-Coopers in first year.

Promotional Strategy: Identify Mini-Cooper prospects and generate awareness, excitement and understanding of the car by celebrating the independent, iconoclastic nature of the potential Mini-Cooper driver

Creative strategy: Differentiate potential Mini drivers from “other” drivers. Help them see themselves as better, kinder, more creative and fun-loving. That’s why they like/want a Mini

Mini ads

Creative Strategies: A sampler

Before and After: negative followed by a positive (product benefit)

Advice: we can help (product benefit) Knowledge: we know something you need,

expertise Empathy: we know how you feel Demonstration: Look how well it works Testimonial: See how well it worked for

him/her? Heritage: we’ve been around forever (nostalgia,

expertise)  

Brand positioning: we have something different than anyone else

Brand repositioning: we’re something different than we used to be

Comparison: we are so much better than our nearest competitor

Challenge: Can you handle us? Are you ready? Negative to positive: That thing you thought

was bad is actually good. Logic: Use your head and use our product Price: What a deal! Honesty: Here’s the plain truth about us

And the different ways to express them…

Visual metaphor Different “takes” on the proposition (i.e. MasterCard, or

Got Milk) Product as God (Volkswagen “Hey, there’s one”) Exaggeration (Axe) Proposition/product personified (Columbia, I’m a Mac) Humor/spoofs (Old Spice) Social commentary (Dove) Anti-something (any ad that makes grown-ups look stupid) Topical (drive safely ads at the holidays from alcohol mfr) Facts and truisms (dog food that emphasizes how much

owners look like their dogs, Coke)