Wednesday, January 31, 2018
by Kayleigh McFarlane

Coming up with creative concepts

It's no secret that thinking outside of the box can help you create that all-important campaign which packs a punch and gets people talking. For example, Virgin's 'Seize the Holiday' campaign, where the company launched a live TV promotion to showcase their holidays, or Coca Cola's 'Share a Coke' campaign that got the nation talking and searching for their names on a Coke bottle.

We specialise in all things creative here at Denfield, so why not take a look below at how we go about coming up with our most creative concepts?

Know your audience

This may sound very obvious, but the best way to create a campaign that will resonate with people is to understand them inside and out. Everyone is different and various types of marketing will impact individuals accordingly. For example, targeting millennials through TV advertising probably won't see much return. With streaming on the increase, it's likely that the message will fall on deaf ears here, but if social media were to be used instead, you are much more likely to be successful in marketing efforts.

We research our target audience and see where they spend their time. Out and about? Then out-of-home advertising is the answer. Social media? We capitalise on boosted posts. Searching the web? Online advertising campaigns are the way forward.

Collect the creativity

No matter how daft it may seem at the time, we write down EVERY idea we have; keeping track of everything helps us to develop the best campaign/brands/strategies later on.

We create mood boards full of images, words/phrases and anything else that inspires us. This always gives us something to refer back to during the creative process. Another item we take into consideration is what else is happening around us, which consequently sparks even more ideas.

Utilising what's happening in the world around us helps the team create the best output for all of our clients.

Take a step back

There comes a time where we have to step back and take a break to get the best results. By briefly distracting ourselves from conjuring up the most creative of concepts, we find that it can have a positive impact on the idea-creation process. Instead of staring at a blank screen, it's better to go and make a cup of tea, or even digging out our headphones and listening to a song could be that all-important step to finding the next hook.

We also spend as much time perfecting our ideas as possible, to ensure we have got exactly what the clients want down to a T. We do our best not to rush – but even when we do, we find that working under pressure can actually create some of our finest moments.

There you have it! If you want to find out more about how we can help you develop your creative concepts, then get in touch with us today.