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In Part 1 we focused on how to enable effective briefing and why it influences every aspect of your campaign, and we explored the value it adds to your marketing operations. We then drew up a quick list of techniques you can follow and items to include in a brief to make it more effective.

In this article, we're taking another step along the path to results-driven creative by taking a look at one major input that has a heavy influence over campaign effectiveness—one that builds on a quality brief to bring you ever closer to marketing success.

Building a Creative Concept

The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.

It also helps shape the audience's emotive response in line with your brief. And that's extremely important, because in both B2C and B2B marketing channels your target audience is heavily swayed by how your marketing message makes them feel.

A significant percentage of us rely on gut instinct to help us decide between options. And, in many cases, we then rationalize our choices—after the fact.

B2B vs. B2C

Conventional wisdom tells us that business decisions and household purchases spring from different decision making processes. But on closer inspection, it's easy to see that both B2B and B2C purchases stem from a sense of confidence—a feeling that the purchaser is making the right choice.

You can list valid, researched reasons to consider your product or service—and this is common in B2B marketing—but people don't necessarily respond to pure information. They need to act on a combination of logic and emotional intelligence.

So if the persons making the purchase decision doesn't believe that they are making the best possible choice by buying your product or using your service, then why would they? You haven't given them the right reasons to take action.

Put simply, gut instinct plays a vital role in getting, or progressing, a sale. And successful concepts—whether B2B or B2C—are the ones that can tap into buyers' instincts to persuade them that choosing to act is the right thing to do.

So it's safe to say that a sound creative concept is essential to enabling results-driven creative.

The Foundations for Campaign Success

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Results-Driven Marketing Creative in Four Steps, Part 2: Building a Creative Concept

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ABOUT THE AUTHOR

image of Cameron Avery

Cameron Avery is the CEO of Elastic Digital, a channel marketing company and creator of the demand generation platform The Grid. Elastic Digital complements The Grid with a full-service creative agency and team of channel marketing experts.

LinkedIn: Cameron Avery