Balancing The Unique With The Known

By Author: karen grahams
Total Articles: 42
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There is no one right answer to always follow when it comes to marketing.

Some people will tell you to be creative, think outside the box, try something no one has ever done before.

Others will tell you to stick by the methods you know, look at what's been done before to know what will work in the future, and don't stray too far from the tested forms of advertising and commercial printing.

Who is right?

That question can't really be answered, because the situation will dictate who is actually right or wrong. Sometimes you really will want to go for something unique, and your customers will react well to it, while on other occasions the staple methods of advertising are what you'll need to really connected with them.

Instead you need to look at the situation, because only this will help give you a clue as to which method is going to be the best one for your company.

The first thing to do is look at what everyone else is doing and how much success they're having with it. They might be able to gain moderate ...
... interest with postcards or brochures, but do you think they're getting as much attention as they could?

If the answer appears to be no, than maybe it's because people want something different, and whatever kind of commercial printing they're focusing on just isn't what connects with people.

But on the other hand, if one advertising campaign has had considerable success, you would do well to pay attention and not stray too far what the people want. Some companies have a bad problem of trying to vary things up when their current marketing is already plenty successful, and in the end they drive more people away than bring them in.

What all of this means is that the only real answer that can be given is both yes and no as to whether creative marketing strategies work. It should be noted too that the way you handle it, the way you get your material to the people, along with the type of industry you're in will also affect the benefits of going creative.

But don't let anyone tell you that you can't get ahead in marketing without using the normal methods, or that you can't get anyone interested in you if you don't try to find something really creative. Neither of them will be completely true because they're looking at things in black and white terms when really marketing is a light shade of gray.

I'm afraid research is the only way to really know what will work and what won't. Even if you've never actually tried a particular method of advertising before, you can still research whether or not your industry works well with new ideas, or if people tend to shun them. Nothing is set in stone, and only trial and error can give you the true answer.

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