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What are the most effective Creative Strategy techniques for developing a successful marketing campaign?

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Creative Strategy is the process of finding the best way to communicate your message, value proposition, and brand identity to your target audience. It involves research, brainstorming, testing, and refining your ideas to craft a compelling and effective marketing campaign. But how do you apply Creative Strategy techniques to your own projects? Here are some of the most effective ones that you can use to develop a successful marketing campaign.

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Kirk Perry

Maker / Entrepreneur / Strategist / Generative AI

1 Understand your audience

The first step in any Creative Strategy is to understand who you are talking to and what they want, need, and care about. You can use various tools and methods to research your audience, such as surveys, interviews, personas, customer journeys, and segmentation. The goal is to find out their pain points, motivations, preferences, and behaviors, and how your product or service can solve their problems or fulfill their desires. By understanding your audience, you can tailor your message, tone, style, and channels to resonate with them and make them take action.

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Brenda E.

Global Executive * Honorary Global Advisor For The American Academy of Project Management *
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``Not everyone is your client'' is a popular saying, with some exceptions to this rule. For example, how can someone sell diving gear to a man who has never gone swimming? Why bother? Good marketers know that selling a product to everyone isn't important. You need to focus on the people who already need your product and target these people as you classify them as users. Describing/understanding your target audience is important and a prerequisite for any future marketing plans/strategies you incorporate. For example, you might think it would be a good idea to air an ad during a presidential debate. Consider the investment and how much commercials cost and that maybe only one fourth of this audience will be interested in your product.

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2 Define your objectives and KPIs

The next step is to define what you want to achieve with your marketing campaign and how you will measure your success. You can use the SMART framework to set specific, measurable, achievable, relevant, and time-bound objectives that align with your overall business goals. You also need to identify the key performance indicators (KPIs) that will help you track and evaluate your progress and results. For example, you might want to increase brand awareness, generate leads, boost sales, or improve customer loyalty. Your KPIs might include metrics such as reach, impressions, clicks, conversions, retention, or revenue.

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3 Generate and evaluate ideas

The third step is to generate and evaluate ideas for your marketing campaign. You can use various techniques to stimulate your creativity, such as brainstorming, mind mapping, SCAMPER, SWOT analysis, or the six thinking hats. The idea is to explore different angles, perspectives, and possibilities for your message, value proposition, and brand identity, and how to convey them in a clear, engaging, and memorable way. You also need to evaluate your ideas based on their feasibility, relevance, originality, and impact. You can use tools such as the RICE score, the matrix method, or the Pugh matrix to prioritize and select the best ideas for your campaign.

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Kirk Perry

Maker / Entrepreneur / Strategist / Generative AI
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In my experience the most effective way for generating ideas is to collect as you are inspired so that you can be prepared. Or be really good at observing life and understanding the areas of inspiration for yourself. For me it is nature and thrift stores. Nature because it is the most rawest form of creativity and a foundation in which many artist and and life mimics and thrift stores as it contains massive amounts of art, in various forms good and bad that allows me to see inspiration across time to allow my brain to make connections. For others it is showers, browsing certain sites or hiking. The key is to be in a mode of having and generating good ideas so that when opportunities arise for campaigns you are just playing matchmaker.

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4 Develop and test your concept

The fourth step is to develop and test your concept for your marketing campaign. You can use various methods to turn your ideas into concrete and coherent concepts, such as storyboarding, mood boards, wireframes, prototypes, or mockups. The concept should include the main elements of your campaign, such as the headline, the copy, the visuals, the call to action, and the channels. You also need to test your concept with your target audience and get feedback on its clarity, appeal, persuasiveness, and differentiation. You can use tools such as surveys, focus groups, A/B testing, or user testing to validate and refine your concept.

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Brenda E.

Global Executive * Honorary Global Advisor For The American Academy of Project Management *
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Types of Target Audience Have you ever watched the series "The Blacklist" about FBI agents who rely on profiling techniques to catch bad guys? Profiling identifies characteristics of a murderer's personality and behavior based on the crimes he or she has committed. Some might argue that creating a profile of your target audience or ideal customer is a similar technique. Just create a customer profile instead of murder. To do this, you first need to understand which target group you are dealing with. The most common group classifications used by leading companies in their profiling processes are: 1. Purchase Intention 2. Interest 3. Subculture

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5 Execute and optimize your campaign

The final step is to execute and optimize your campaign. You can use various tools and platforms to launch and distribute your campaign across different channels, such as social media, email, web, print, or video. You also need to monitor and analyze your campaign performance and results using the KPIs that you defined earlier. You can use tools such as Google Analytics, Facebook Insights, or HubSpot to collect and visualize your data and insights. You should also optimize your campaign based on your findings and feedback, and make adjustments to improve your message, design, or delivery.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective Creative Strategy techniques for developing a successful marketing campaign?

1

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3

4

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1 Understand your audience

2 Define your objectives and KPIs

3 Generate and evaluate ideas

4 Develop and test your concept

5 Execute and optimize your campaign

6 Here’s what else to consider

Creative Strategy

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What are the most effective Creative Strategy techniques for developing a successful marketing campaign?

1

2

3

4

5

6

1 Understand your audience

2 Define your objectives and KPIs

3 Generate and evaluate ideas

4 Develop and test your concept

5 Execute and optimize your campaign

6 Here’s what else to consider

Creative Strategy

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