What is "Creativity" Anyway...in our B2B Marketing World?
Everyone in the marketing and advertising business eventually talks or writes about creativity. And for every hundred articles, or presentations, there are a hundred definitions of the word. We might not add our own definition this time, but do want to talk about what creativity isn't.
Here are a few definitions we've seen over the years that we do not agree with:
- Creativity is something that sells, with directly traceable results.
- Creativity stops and makes you think.
- A creative ad has "flashy" graphics and clever copy.
- Creativity is doing something daring, that works.
Non-creative business-to-business marketing and business-to-business advertising can sell sometimes, particularly when the headline says "biggest" or "smallest" or "free." This doesn't make it creative.
An unappealing (dare we say ugly), unprofessional, non-communicative ad can stop you and make you think too...the problem is you may not think "positive."
The simplest, most straightforward message can be creative if it accomplishes its objective. Neither flashy graphics or clever copy are necessary.
And the ideal creative marketing causes the audience to immediately recognize the value of its message. There was no chance-taking involved, simply effective communication.
Many definitions aren't really definitions at all...they simply attempt to say what creativity does. Here's what we think it does...
Creative marketing positions the company, product or service squarely in the prospect's mind, clearly and dramatically communicating unique features and benefits or primary interest to the specifier or buyer. It helps you out-market your competitors without having to out-spend them.
We can say some other things about creativity which aren't really definitions, but attributes.
Creativity is a combination of art and science. The creative B2B agency can build an aura of excitement around the client's products, in a way that contributes to his long-term sales efforts. A commercial product and a work or art are not necessarily mutually exclusive - there are many examples of "Art that sells."
Because, whatever else they are, marketing and advertising are commercial activities. They must produce commercial results. These results don't always have to be measured in immediate sales or profits; commercial results can also be obtained by creating a sense of good will and enthusiasm and excitement about the company (branding). These results are long-range ones, and ultimately more valuable than the results of an ad with cries "biggest" or "cheapest" in order to move a product quickly. Which they don't always do of course.
The creative process, in reality, is simply the process of discerning relationships between facts, and synthesizing them into a cohesive and convincing story.
Usually, the best creativity is a model of simplicity. Think back to the ad, years ago, for the Volkswagen Bug. One simple picture, and only two words. "Think Small." One of the most famous creative ads ever written - and, one of the most successful. Creative, tasteful, brilliant, and it told the entire story.
Creativity will never be defined to the agreement of all its practitioners. And that's part of what makes it fun. To us, it is, at its best, a wonderful combination of art and science, whose strongest measurement is not how it strikes the creative people, or how many awards it wins, but how closely it helps to accomplish predetermined objectives.