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Why wine... because no great story ever started with someone eating a salad!
Coming up with clever campaigns is hard, but it's all worth it when you see the final result, and the look on someone's face when you present it to them, whether it’s the client or the end-user. It is that satisfaction that makes us WANT to come up with these clever ideas.
The bad news for most brands is…
Not every company can be Apple. Not every company can create products that are appealing, both visually and on a sensory level, or that create that coveted emotional connection.
The fact is that most companies don’t produce dazzling products; the vast majority of brands create parts and pieces used in other products, or make functional items and apparatus sold through distributors, and from a standalone product standpoint, there’s nothing flashy about them. Yet these are the products that make the world go round.
Your product boasts a brilliantly important purposeThe Apples of the world are the exceptions. We don’t need iPhones and iPads, we need nuts and bolts and office machines; we need those boring, yet necessary products that fuel our businesses and our lives, like those little plastic thingies that go on the ends of our shoelaces.
Yet the Apples get all the marketing glory, because they’re simply cool, and they have given all the other companies out there an inferiority complex.
Snap out of it! Spice up your stale product marketing
When it comes to marketing, too many companies embed themselves inside a box of limitations. They compare themselves with the Apples of the world, and decide they can’t compete, believing their products are boring or unsexy. So they do what everyone else in their industry does, and create their own self-fulfilling prophecy, believing their marketing efforts have to be boring too.
Just because your product isn’t as sexy as an iPhone, doesn’t mean your marketing can’t be as interesting and engaging as Apple’s. More to the point, if you have what you consider to be a boring or unsexy product, that’s all the more reason to make your marketing more interesting, exciting and engaging.
Case Study: Inland Technology
Inland Technology wanted to deliver an event to showcase and launch an exciting (to them) new product to their clients – no, it wasn’t the next iPhone… it’s a printer *sigh* So what? The product may not be sexy to most people, but throwing a stand-out event can generate tons of buzz anyway, and give you the opportunity to create the excitement.
Paper invitations can get lost in the shuffle
Inland technology is in the business of paper management, so a paper invitation would almost have to be expected, right? But let’s face it, in a world where we are constantly bombarded with both paper and digital correspondence, yet another piece of paper IS going to get lost in the shuffle.
- Michael Gelb
Create a clever event invitation that will inspire curiosity, attendance, high buy-in and memorable moments.
Strategy & Execution
A design that included a small gift was the idea. Of course our first thought was alcohol... because no great story ever started with someone eating a salad!
It wasn’t the fact that the client received a free bottle of wine, or that they had been selected to attend the event. It was all about the fact that some serious thought and effort had been put in to make each client feel special when receiving this invitation, immediately creating a memorable moment, and that coveted emotional connection.
Inland Technology’s event was a huge success, created the desired impact, and was certainly the talk of the town.
Been doing the same thing for 25 years? Surprise the hell out of everyone by not doing it. At least once. Let 2 Creative Media be your creative thinkers, and let’s get you out of that box.
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