Results-driven marketing strategies make numbers sing, but what makes them sparkle? Think of who is most involved in your marketing meetings? For small business marketing, the obvious players are the marketing managers, digital marketing strategists and account people. However, creative people, like copywriters and graphic designers, should be there, too. Why?
Making a Case for Creativity
We’ve come a long way from drawing and ideating on cocktail napkins, though we may not miss a chance to if inspiration strikes. There’s more to creative work than a catchy headline and some cool visuals. As the experts in the room, creatives are constantly aware of what’s out there, what’s new, what can be done and what could be possible. The creative team’s work isn’t anecdotal, it’s methodical, inclusive and even beautiful.
For example, there’s a reason behind a short headline on a billboard because graphic designers know the average commuter can only read a maximum of 7 words while driving 70 miles per hour. Green and red are complementary colors, but in digital formats, this color combo doesn’t account for those with color blindness. With the creative team and their expertise in the room, money and time are saved because ideas can be kicked off with vision and efficiency.