Creativity in Marketing: Why You Should Bother


Art by another man by the name Robert Kingston.Creativity in Marketing is a lot more than just slapping together an advertisement which ardently depicts the product and brand. It should involve all the aspects of marketing, such as your products, pricing, promotions, placement and the unique service you aim to provide. The unfortunate fact that many companies believe being creative is a requisite, doesn’t compensate for their lack of understanding as to WHY creativity is so useful in marketing. Breathing life into your brand could be as simple as putting together and marketing a creative package which distinguishes your brand from others and associates it with desirable attributes. In other words it will make your customers queasy at the knees credit card…

Why creativity?

Nike and Ipod are using creativity in marketing to a great advantage.Creativity communicates personality – When Nike got creative with Apple for a strategic co-branding combination, I got excited. I didn’t just pass it up as another fitness fad or random product, it was different from anything which I have seen before and I had to think it through and explore the product until I understood it.

It’s quite interesting really, as humans we tend to discard a lot of useless and obvious information. Think about it, when was the last time you awed at the amazing feat of your computer? I would say that you got over all the bells and whistles after just a few weeks of using it. The same goes for creative ideas. Once upon a time it was creative to advertise on cars – Now that everyone does it people don’t notice it as much.

The point I’m trying to make here is that people invest more of their time into processing creative and new ideas than things they’re already familiar with. Now don’t get me wrong – subliminally, we do notice some things which we don’t process consciously but what I want to propose to you is that in order to capture a person’s undivided attention, creativity might just be the tool for you. Also, depending on how your prospects look at it, they could also get more meaning from the creative ad than what you could communicate through a plain ad! It’s all thanks to metaphors.

Being creative isn’t all they say it is though. If you’re going to do it, you need to keep in mind a couple of key considerations:

  • Make it congruent with your product, service and brand. So, if you’re funeral coordinators don’t make a joke like “People are just dying to get to us.” It just wouldn’t be respectful or convey a comforting message to those in mourning.
  • Link the creative piece to your product or service – That means if you’re selling oranges, you don’t want to talk apples – People need to see a link between the two.
  • Also, you need to determine whether your target market will be receptive to your advertising. Engineers often look past a lot of marketing and I can attest to that, as I live with one.
  • Try and develop a theme which you can use to send a clear and consistent message. As I described in my article on Bolstering up Your Brand – Familiarity builds trust.

Make Your MC Sing

Have you ever heard of the word ‘synergy’? It has to be one of my favourite concepts in marketing. Basically, if all of your marketing communication delivers the same message, that message creates a more powerful message than if all of your advertising was saying something different. That means you should use creativity to make consistency across everything you do – your product design, packaging, PR, brand image, advertising and anything else you can get your hands onto.

If you want to be creative, I’d definitely recommend taking some time out to develop a theme and constructing your messages around it. If you deliver a clear and distinctive message which communicates that you’re different from your competitors, then I’ll say you’ll be on the road to riches.

Maximising Creativity

I’m not about to tell you to ‘have a chop’ but I will give you some advice with exercising your creative prowess. I’m not the most creative person I know but here are a bunch of tips which I’ve found most useful when getting creative:

Chillout. Forget about everything for a moment and go some place where you won’t be disturbed.
Brainstorm. Talk with someone about it.
Immerse. Dive into the problem and look at it from a many different perspectives as you can.
Record. Take note of all the ideas that are pumping through your head, you might have a notepad or even better a dictator.
Replay. Go through everything you’ve come up with.

Working with creativity

Your creative idea can’t just be anything – it needs to satisfy a couple of questions first, so go and ask yourself:

  • Does it appeal to my target market?
  • Does it differentiate me from the competition?
  • Does it achieve my overall objectives?
  • Does it communicate value?
  • Can I work with it across other media and in my budget?

If all those questions are A-O-K, you’ve just found yourself a fantastic creative idea. Let me know what you think. Also, try to vent some of those creative ideas you’ve been hiding, with a comment below.

Best of luck creating,
Robert Kingston.

Robert Kingston

Robert Kingston works as an online marketing consultant at New Business Media, a boutique Australian web agency.

He maintains several of his own sites and has worked with Yaro Starak on various projects. Robert has an understanding of blogging, search engine optimisation, search marketing and new web technologies. In particular, he is very interested in how the internet can be used for marketing.

Feel free to contact Robert Kingston through his site.

Latest posts by Robert Kingston (see all)


  1. Brainstorm. Talk with someone about it.

    Always true. Two heads are beter than one.

    And from my own experience, the best things come out of a regular human’s brain (so go ahead and brainstorm with some of your friends). Too much experts always ruin a creative idea. This is just me. I’m not trying to ruin your article.

    PS: A 5px padding would work great on the inpost images.

  2. One other suggestion. Use the Math Spam plugin, found in this list (#11), instead of the current SK2 you are using. It’s more accessible, more accurate, more user friendly, and 10 times more effective than any captcha in the world (and it doesn’t redirect you to another 2 word silly html page to confirm, too).

  3. Hey Cristian,

    Nice tips… I know what it’s like working with ‘too many chiefs’. They say the best group size is anything from 3-7 IIRC. As long as its an odd number you should be able to make

    I wish I knew how to incorporate those WP tips but I’m flat out trying to fix up this tag. Nonetheless I’ll give it my best shot and see what I can do.

    You should have a chat with Yaro at he’s quite into SEO and blogging with WordPress. He’d also have a better idea than I do about this stuff.

    Thanks for your advice though, I’ll let him know.

  4. I read your blog and he’s blog. If you need any help with anything on this blog, give me a message. I’ll help.

    And yes. An odd number seems pretty good, especially for the final decision making votes.

  5. Thanks for the offer, Cristian.

    After reading your blog today it seems both Yaro AND I are fans of your blog. Since I’m just a writer at SBB, I can’t accept your offer but I appreciate it very much. Yaro on the other hand owns this blog and he would love to hear from you. In fact, I’ll email him right now.

    In the mean time, I look forward to reading more of your blog.


  6. I totally believe in creativity, but only if its inspired by insights into the customers needs. In my opinion, marketing is all about understanding the needs of the customers and being able to give them what they need, and that requires creative thinking.

    Its a matter of breaking the mold, considering the alternative to inspire new ways of delivering and marketing prodocuts to the consumers.

    I totally concur with your 5 key questions, I ask them of my clients and creative team daily, and it never fails!


  7. Totally, Simon…

    Many small businesses try using creative without wondering if they need it or not. So by asking those questions, they’ll have a huge advantage over someone who didn’t make those considerations.