Entrepreneurship is taking risks, we all know that. But when it comes to communication, the average entrepreneur prefers to play it safe. Do you go for a solid website and a professional corporate identity? Or do you dare to take that extra step?
If you're just doing it, you're not doing enough!
In the book: The Case for Creativity you will discover the secret behind the most effective advertisements with 15 scientific studies. Every day we are exposed to hundreds of advertisements. Estimates vary from 500 to even 3,500 advertising messages per day. How many of them can you still remember the next day? Less than 1 percent. The chance that you are still in the minds of the consumer with a 'normally good advertisement' is therefore very small.
Effectiveness = creativity
James Hurman's book shows that a creative hong kong phone number search approach works better than a non-creative approach. In every area. You are offering people something new, aren't you? Then package it creatively. You don't become successful by doing what has been done before.
From two decades of research into the link between creativity and efficiency among dozens of advertising agencies, Hurman draws three clear conclusions:
There is no choice between a 'creative campaign' and a 'profitable campaign'. Advertising campaigns that have won creative awards are 11 times more effective in increasing market share.
A creative approach is no riskier than a 'cautious' approach: less creative agencies are also less convinced of their quality and the impact of their campaigns is more unpredictable.
The most creative agencies are 2.5 times more likely to win an Effie award (the prize for the most efficient media campaign).
The definition of creativity
But what exactly is a creative campaign or advertisement? Few marketers have a ready-made answer to this. And nothing is as contradictory as a 'creativity manual'. But as difficult as creativity is to define, it is just as easy to recognize. Think of: