{"id":60141,"date":"2018-07-26T13:20:46","date_gmt":"2018-07-26T20:20:46","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=60141"},"modified":"2025-08-19T03:40:23","modified_gmt":"2025-08-19T10:40:23","slug":"is-your-creative-just-creative-or-does-it-sell-too","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/is-your-creative-just-creative-or-does-it-sell-too\/","title":{"rendered":"Is Your Creative Just Creative\u2014Or Does It Sell, Too?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Creativity is indispensable to branding and any marketing strategy in general. It was Albert Einstein who famously said, \u201cImagination is more important than knowledge.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem is when creative departments overlook \u201cknowledge\u201d in their initiatives. In reality, data-driven creativity bolsters customer activation, whether it\u2019s a radio ad or an email campaign. What\u2019s more, having a strategic roadmap before producing any creative effort ensures a brand engages with the right audiences at the right time. As Dan Kelleher, chief creative officer at Deutsch,<\/span><a href=\"http:\/\/adage.com\/article\/special-report-cannes-lions\/connecting-dots-data-creativity\/309356\/\"> <span style=\"font-weight: 400;\">said<\/span><\/a><span style=\"font-weight: 400;\">: &#8220;I see data as overwhelmingly positive. It helps guide where creative is going to go.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a strategic roadmap (or hack) for tapping into that overwhelmingly positive data to fuel that important imagination.<\/span><\/p>\n<p><b>KNOW YOUR AUDIENCE<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We all know Leonardo Da Vinci was insanely creative, but the artist also recognized whom he was making art for: wealthy and powerful Italian families. He knew their culture, desires, background, and tastes. The art produced was unique and stirring, but data certainly informed the painter\u2019s work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like Da Vinci, your brand should intimately know its audiences when it comes to creativity. Before even beginning any creative project, you should have a detailed breakdown of who will consume your content (just as you would for any sales or marketing campaign). This exploration should include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Detailed demographics<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cultural values and vernacular<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What influencers resonate with them<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Their deepest worries and hopes<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Legacy and digital channels frequented<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As one<\/span> <span style=\"font-weight: 400;\">marketing researcher said<\/span><span style=\"font-weight: 400;\">, you should be able to \u201cdetail the buyer\u2019s feelings, motivations, and expectations relating to the part of their life that your product or service will impact.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once a detailed view of your audience appears, you might find yourself modifying your creative project, from colors to language, especially when it comes to specific social media channels. This is a good thing that ultimately provides a superior deliverable.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?mode=audience&amp;sourceRef=blog-audience\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Select your respondents<\/strong><\/a><\/p>\n<p><b>HAVE A GOAL<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sure, Da Vinci wanted to express his soul, produce beauty, and leave a legacy. With that said, he also needed concrete results \u2014 like getting paid to eat and validation from rich patrons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, ole Leonardo had very tangible goals. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a trap to create without some benchmarks or a return-on-investment (ROI). It doesn\u2019t matter how beautiful the website or email banner might be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even the most off-the-wall, imaginative radio ads have a<\/span> <span style=\"font-weight: 400;\">serious ROI that can be keenly measured<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For creative efforts, then, it\u2019s wise to ask yourself these two symbiotic questions:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What exactly does your creative work intend to do (bring awareness, a call-to-action, promote a feature, etc.)?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can you identify the impact of your creative work (increased sales, salesforce feedback, higher traffic, post-ad surveys, etc.)?<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The measuring doesn\u2019t end there. There is also a return-on-experience (ROX). What is it exactly? ROX is measuring the long-term relationship a brand has to its audiences, broken down by experiences and valuable moments across many channels. This may sound esoteric, but companies like Apple and Harley-Davidson are very good at ROX \u2014 continually succeeding at forging brand allegiance and deeper emotional connections with their customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And yes,<\/span><a href=\"https:\/\/www.slideshare.net\/geedub\/whats-your-rox-measuring-return-on-experience\"> <span style=\"font-weight: 400;\">ROX can be measured<\/span><\/a><span style=\"font-weight: 400;\">, but it doesn\u2019t usually happen with short-term data (hint: it will include some thorough market research including various forms of both qualitative and quantitative studies).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In truth, focusing on a ROX is the future of marketing right now. As a multimedia journalist<\/span><a href=\"https:\/\/www.cnbc.com\/2016\/05\/05\/millennials-are-prioritizing-experiences-over-stuff.html\"> <span style=\"font-weight: 400;\">on CNBC stated<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMillennials are prioritizing their cars and homes less and less, and assigning greater importance to personal experiences \u2014 and showing off pictures of them.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, think of Apple and their long-term strategy of delivering experiences that people want to share with their worlds.<\/span><\/p>\n<p><b>TELL A STORY<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A story has a beginning, a middle, and an end. And Seth Godin notably said: \u201cMarketing is no longer about the products we sell but the stories we tell.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does this all mean?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t mean you have to be William Shakespeare or Stephen King, but it does mean that a creative effort ought to be aligned with the overall strategy and branding of your organization. The colors, messaging, history, and values of your organization are part of its story and how it connects to the story of audiences. A stray piece of information or out-of-place logo can interrupt the story of your company, possibly shutting out audiences from the overall narrative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Susan Credle, global chief creative officer at FCB, said it best in<\/span><a href=\"https:\/\/www.wsj.com\/articles\/advertisers-need-to-be-storytellersfirst-and-foremost-1466395262\"> <span style=\"font-weight: 400;\">The Wallstreet Journal<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cGreat storytelling in this business happens everywhere if it is done right. We tell brand stories not only in traditional advertising but with events and sponsorships, through advocates, with new products, with new technology, packaging, licensing, stores.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Credle further states that in our short-attention but shopper-savvy culture, shiny things just aren\u2019t going to work unless they\u2019re integrated to a lasting, brand story. After all, it was Steve Jobs who said, \u201cCreativity is just connecting things.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, creative initiatives are not a one-and-done, but part of a brand flow into other channels where audiences frequent. This, of course, ties into ROX, as moments tie into an overall story.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may be asking about ole Leonardo. Indeed, he employed storytelling. Da Vinci was part of the innovative, humanistic movement that provided flowing, action-rich images \u2013 all relating to the surrounding culture and its traditions. Take a look at \u201cThe Last Supper\u201d painting\u2014there\u2019s a lot going on (including storytelling). <\/span><\/p>\n<p><b>MAKING IT WORK<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Just like sales and marketing should work together to move a brand forward, so should analytics and creative. John Wanamaker offered the famous quote: \u201cHalf the money I spend on advertising is wasted; the trouble is I don&#8217;t know which half.\u201d This iconic line is a mini cautionary tale on the necessity of pairing research with any creative initiatives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the end, and as mentioned, accurate metrics can supercharge creative works, even find new stories and experiences that immerse audiences in your messaging and values.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That will make even your driest company accountant smile like the Mona Lisa.<\/span><\/p>\n<p>QuestionPro Audience has over 10 niche panels comprised of industry experts who are strategically recruited to participate in quantitative research and live discussions. From healthcare, veterinarians, college students, general contractors, registered voters, small business owners, frequent travelers, consumer electronics and more, we have you covered. By implementing various recruitment methodologies, we make sure to provide the right kinds of respondents for your research. With industry knowledge and innovative tools, QuestionPro Audience always meets the rigorous demands of our clients. Contact us for your next research project: <a href=\"mailto:sample-projects@questionpro.com\">sample-projects@questionpro.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creativity is indispensable to branding and any marketing strategy in general. It was Albert Einstein who famously said, \u201cImagination is [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":60143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[206],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Your Creative Just Creative\u2014Or Does It Sell, Too? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Let&#039;s put your creative side at work. 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