In business, that concept of originality is something we are all striving towards, but the toughest thing about looking for the original angle, especially marketing, is the overriding feeling that all of the ideas have been done to death. We can all feel like no matter how we tackle it, we just can’t create a new angle. So if you feel like all of the best marketing ideas have been done, do not be discouraged. Here are some strategies that could completely unlock how you see your marketing ideas:
Change the Medium
There is the message and there is the medium, and when we change one or the other, it can completely overhaul how we see things. A website provider for automotive retailer may look at how they can change how vehicles are presented. When marketing agencies are operating on a conservative budget, they may forgo videos for sleek images. If you want to make massive changes to how your message gets across, think beyond image or text.
There’s podcasts and webinars but there’s the opportunity to go further with interactive or virtual reality content. This can be an amazing way for customers to literally engage with a business. Sometimes we feel tired with our tactics because it needs a facelift. The message can stay the same and putting it into a different pair of shoes will do so much.
Look at Emerging Trends
This is an amazing way to keep you fresh, not just your marketing campaign. When we look at something that’s timeless or evergreen, it can seem like a safe bet. However, even if you think that you shouldn’t be going where the trends are, being able to spot those trends before everybody else does can give you an advantage.
You may see something on the horizon that is actually not worth following, but if you can understand what is so ineffective about that trend, platform, or technology and use this to your advantage to double down on the polar opposite you can benefit by creating fresh marketing campaigns that are considerably more self-aware. There is always the benefit of looking for those emerging trends purely for the reason that you can determine if they are not useful in the slightest.
Combine Ideas
If you feel like there is nowhere else to go when it comes to your ideas this is when you can start to use the combination effect. This can give you a number of springboards into new and exciting territories. It also allows you to keep things far more fresh. We can all benefit from keeping things fresh for ourselves, as well as our customers, and this is where combining ideas in different ways may not seem productive at the outset, especially if it goes against what you are normally used to. However, if the outcome is an idea that potentially has legs, that you can turn into something else this is when you can justify all of those brainstorming sessions.
One of the biggest pressures we place upon ourselves is thinking that each idea has to have legs. This is not true in the slightest. You look at what your deadline is and you work backwards and you then factor in enough time to brainstorm and to spitball with no holds barred. Ideas can be as quirky as possible but it’s important to make sure that everybody feels like they can contribute without them looking stupid. In marketing, there are so many people who are fearful of raising their hands because they may say something that appears idiotic. It is essential to create a culture of collaboration that will ensure you can all progress. Ideas are only ideas, they are never the finished product. Creativity is the foundation of any amazing marketing campaign and it all begins with some germ of an idea. Therefore we should never discourage anything. Ideas are a dime a dozen but then when you start to combine them this can be something completely different.
Bring It Back to Storytelling
The crux of any marketing campaign is about telling a story. We need to remember that a well-crafted story is what can set your brand apart and resonate with customers on a far deeper level. It’s not just about human interest stories but about ensuring that you are tugging at the heartstrings or making them feel that you are doing something that is more than window dressing.
Ad campaigns that feature people are always a starting point but like any good comedian, the ability to see ourselves in a situation, no matter how absurd it may be, is what will push people towards remembering that ad and, therefore, your product.
Align with a Cause
Cause marketing is about finding a way to resonate with your audience using social or environmental causes. This will add another layer of authenticity to your business and in a world where we are oversaturated with promotional tactics, learning how to cut through the noise by actually going back to something that truly resonates with your audience is tough.
If you want to create a positive image for your business and generate interest, you must demonstrate that you are an authentic company. Putting this into your advertising by using cause marketing techniques will give your business an edge because you are not just peddling a product for the purpose of profit.
Locate Unexplored Niches
If you feel like all the good ideas have gone you may not need to necessarily search out new ones but search for new audiences. Sometimes our tried and tested tactics can tire easily because we know our audience so well.
While so many customer engagement tactics hinge on implicit knowledge of our audience, sometimes we can benefit by focusing on a niche part of our audience so we can develop unique strategies that inspire them but also inspire ourselves. Learning how to cater to a very strict segment of our audience requires discipline and innovation and, sometimes, this can be the motivator we need.
While all the good ideas may be gone, there is more than our fair share of opportunities to squeeze a little bit more out of that lemon.