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Marketing with A Creative Strategy

Netwalking at HOWLIve

At HOWLive in Boston, connecting with other creatives while “netwalking” before the conference day begins. This photo was taken during a break with the “ducklings” in Boston Public Garden

Recently I attended two conferences, HOWDesign Live in Boston and WordCamp Chicago. Conferences are a good way to learn about current trends in my industry, changes in design tools, and they offer opportunities for collaboration and networking within the larger design community. Investing in a conference improves the value and quality of the services provided by my business, Resolution Creative.

An eye-opening session I attended at HOWLive was about creative strategy. My clients’ goals are always a consideration in creating marketing communications. The project often begins with a discovery meeting, however the copy may have been written before I was approached by the client and the strategy has already been decided. A better outcome may be achieved with a partnership between the client and designer in developing a creative strategy together as the first step in your marketing process, instead of handing the finished information to the designer with instructions to “make it pretty.”

“Think how they think in order to do what we do.”  – Douglas O. Davis

Information important to the communications process includes, but is not limited to:

  • What are you selling? What human need does it fulfill?
  • What is the history of the product or brand?
  • Who are you selling to? Develop a persona, based upon data and research, then target the communications to that persona.
  • What is the call to action? Be clear on how the prospect should respond.
  • What is the benefit of this product for your customer? Keep in mind, a benefit is different from a feature.

By developing a creative strategy with the designer, the end product will not have been created in a vacuum. The result may be more relevant and yield the desired result for your marketing investment.
Are you ready to partner together with a designer and develop a creative strategy?

This information was included in the presentation, Creative Strategy and the Business of Design by Douglas O. Davis as part of the Creative Freelancer Business Conference at HOWDesign Live 2014.