Defining creative content in project marketing: Peter Chittenden
This is a subject that will, I am sure, always generate many different views and opinions. It’s an interesting and rewarding topic and while I am sure that there is not a particular textbook solution, the subject of creative content in any project marketing campaign deserves our attention, so let’s have the conversation.
No matter how small or big a project might be, from the creation of a logo and name, to the feel and tone of all advertising material, what some consultants now term ‘the brand lock-up’ I think we can agree that the creative content of any marketing campaign is always significant.
This is an area where opinions will always vary and I have been involved with some projects where the creative content has been tricky to define. The creative of every project heart is important because it will influence all activity and there is also an increasing trend where the built product is itself influenced by the brand values. The creative content above all needs to engage the target, aid communication and help enrich the sales path and buyer experience and sustain the brand values. Now that’s a big job.
And so while this may not be an area that is instantly defined, as one particular solution being ‘right’ and another ‘wrong’, one key point remains and that is to always match the creative material and buyer expectations. Avoid shoehorning the project into a particular trend. In part this can be avoided by having a solid working brief that is underpinned by detailed product, market and demographics knowledge.
When I get towards the end of this topic we will look at how best to prepare a creative brief to external advertising and creative agencies and then how to reach a decision on the resulting pitches.
Experience has shown me that it is possible to both over-pitch and under-pitch creative material. Again we need to always keep in mind that creative extends across all marketing activity. It is not just applied to advertising or brochures, websites and signs, but should reach into and influence all activity.
Then we need to make sure that any creative execution also sits within the wider context of the marketplace into which the message is being projected. In other words I think that the creative needs to be apt for the market audience. My view is that when marketing a major project that this is an area associated with major lifestyle choices, and for our buyers it will usually involve large amounts of money. The target market is not looking to take silly risks.
As we have seen over the past few years, post-GFC there has been an underlying reaction to the prevailing economic outlook. For what appears to be the vast majority of consumers debit and excess have become undesirable. Clearly the market from top to bottom is more conservative and cautious, and this is even more so among anxious first time buyers
How and why this is happening merits some deliberation and while not the only factor, it does however need to be reflected in how the creative message is currently formed.
Peter Chittenden is managing director for residential of Colliers International.
