Don’t Call Us “Creative”

By Steve Fradkin, President
The Wizard of Adz

Pablo Picasso was creative.  He took familiar objects, applied his imagination and vision, and produced images that were nearly unrecognizable.  If there was a message in a Picasso work, it was obscure and probably known only to the artist.

We’re not creative.  What we do is strategically planned and executed.  Our messages are clear and convincing.  There’s a big difference between “creative” and “communications.”

Oh sure, there are advertisements that are truly creative.

• The sock-puppet ads from Pets.com were truly creative.  But Pets.com stock tumbled over 98% from a high of $14 to just 25¢ when the company folded.
• The entertaining Gap ads were truly creative.  But the Gap Stores suffered 30 consecutive months of same-store sales declines when they ran.
• The “It’s Not Your Father’s Oldsmobile” campaign was truly creative.  But Olds’ sales dropped by 50% during the 2½ years of the campaign, and Oldsmobile is history.

When we set out on an advertising campaign, we don’t begin by “getting our creative juices flowing.”  We begin with a logical, systematic approach to determining four factors:

1.       We identify and define the target market for your product or service — the people most likely to initiate or make buying decisions (depending on how you sell), including their demographics, their attitudes, likes and dislikes, etc.

2.       We identify and define the characteristics of your company and/or your product or service that will separate you from your competitors and will most appeal to your target market.

3.       We determine the best media to reach your target market and the best ways to buy those media to fit your budget and marketing timeline.

4.       We craft a motivational strategy that takes into account what specifically will cause your prospect to accept your product or service — to consider making a change or trying what you have to sell — and to act on that attitude change by talking with you or ordering (again, depending on how you sell).

Then — and only then — do we set out to design innovative and eye-catching ways to express the message we have developed through our strategies.

Of course, it’s logical.  Of course it makes sense.  But you’d be amazed how many advertisers — and advertising professionals — judge advertising by how creative it is.  Maybe that’s why so many companies consider the money they allocate for advertising an “expense” — like their telephone bill or rent.  It is an expense if what you’re buying is “creative.”  When you’re buying “strategy,” it becomes an investment.

Don’t call us “creative.”  Call us “strategic.”  Most importantly, if you want to change your advertising “spending” into a sound investment, call us today.  To discuss your strategic approach to marketing your company — without obligation — call Sharon at The Wizard of Adz (781-821-1818) or email sharon@WizardOfAdz.com.