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Creative Strategy

The creative strategy identifies a methodology for marketing and selling a product. It has several key aspects: setting objectives for advertising, marketing, and communications; understanding the product through its technical aspects and consumer needs; and segmenting the target audience demographically. The nine-point creative strategy further breaks down developing an effective strategy into identifying what is being sold, the target prospect, their problem, whether the sale is generic or competitive, the most important benefit, the product feature offering this benefit, the company personality, additional helpful elements, and the desired consumer action.

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Krishna Chandran Pallippuram
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328 views11 pages

Creative Strategy

The creative strategy identifies a methodology for marketing and selling a product. It has several key aspects: setting objectives for advertising, marketing, and communications; understanding the product through its technical aspects and consumer needs; and segmenting the target audience demographically. The nine-point creative strategy further breaks down developing an effective strategy into identifying what is being sold, the target prospect, their problem, whether the sale is generic or competitive, the most important benefit, the product feature offering this benefit, the company personality, additional helpful elements, and the desired consumer action.

Uploaded by

Krishna Chandran Pallippuram
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Creative Strategy

A strategy identifies a methodology or a way market / sell the product. It is always result oriented. The creative strategy, in general, has the following aspects:

The Creative Strategy Contd.


a) Objectives The objectives are combined those of advtg., mktg., and overall communications. These objectives may be of building the corporate image, selling a large quantity of merchandise in limited time, selling it directly to the consumer through advt. or changing a consumers attitude towards a given brand.

The Creative Strategy Contd.


b) Product Knowledge This information obtained by not only studying the technical aspects of a product or service but also by studying the results of using the product. Product characteristics must be viewed from the point of consumer wants and needs.

The Creative Strategy Contd.


c) The Target Audience Since it is ultimately the consumer who decides whether a product succeeds or fails, it is necessary to develop a profile of the potential consumer. The target audience must be segmented from the rest, since trying to reach everyone would be a waste of time and effort.

The Creative Strategy Contd.


Demographic Analysis By identifying and segmenting the target audience according to age, sex, income, marital status, family status, educational level, rural / urban residence, occupation etc.

The Nine-Point Creative Strategy


1. What are we really selling They type of message would reflect the type of product or service that we are promoting. 2. Who is Our Prospect We must understand the demographic and the psychographic structure of our intended audience.

The Nine-Point Creative Strategy


Contd.

3. What is Our Prospects Problem The product must solve a need that exists or is created. 4. Is Our Sale Generic or Competitive The format would depend upon whether we are introducing a totally new product or we want to expand the uses of the existing product.

The Nine-Point Creative Strategy


Contd.

5. What is Our Most Important Benefit The most important benefit, if possible should be people oriented rather than product oriented. It should play on the theme of love, emotion and family. 6. Which Product Features Offers this Benefit It is important to stress that particular feature of the product, that offers the identified benefit.

The Nine-Point Creative Strategy


Contd.

7. What is Our Personality It is necessary to project our image to the right group of people who can relate with us. The message must conform with the image that the company has built for itself or is planning to build.

The Nine-Point Creative Strategy


Contd.

8. What else can Truly Help make the Sale It is very important not to say too much about a product. Excessive information only creates confusion and unless there is a secondary point that is sufficiently powerful, it is better not to expand the theme.

The Nine-Point Creative Strategy


Contd.

9. What Do We Want Our Prospect To Do The ultimate goal of any creative format is to influence and predict consumer behaviour and the message format would be directed towards the goal.

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