Every good marketing campaign is built on a solid foundation of creativity. It’s the key to creating social engagement, and a useful tool to help your campaigns stand out in a sea of generic ads. However, creativity isn’t something that drops down from the sky, and into your lap, it’s a skill that must be trained and developed. Here are three ways to boost creativity in your marketing team:
Do creative exercises
If you have read our article: why you should organize your marketing team like an editorial staff, you know how beneficial it is to have a weekly meeting with your team to evaluate performance and exchange ideas.
To pump the creativity muscle of your marketers, you should incorporate creative exercises and brainstorm in these meeting. The exercises should ideally be easy to execute, challenge people's comfort zones and be fun. Examples of such exercises are:
Create a mood board
Give your team a stack of magazines and/or newspapers, preferably with a mix of colors and themes. Tell them to cut out pieces they find inspirational or interesting. It can be anything from a beautiful color or pattern, to a great title or picture. Glue all the pieces to a poster and evaluate your work. Let your team explain why they picked out certain pieces.
After that, you can either hang the poster on the wall and move over to a more specific exercise, or you can divide your team into pairs and have them set up fictional marketing campaigns. The team that manages to incorporate the most items from the mood board is the winner.
Create fictional products
Divide your team into groups and assign each group an everyday object. Challenge them to imagine how this object will work and look in the distant future. How will a TV-work a 100 years from now? What features will it have? How much will it cost? Who will be the target audience?
Ask each group to draw it out on a poster and present the product to the rest of the team.
Venture out of the office
Creativity is fueled by inspiration, and although inspiration can be found everywhere, it can be difficult to think outside the box when everything around you is “inside the box.” Take your team out on a field trip. It doesn’t have to be something elaborate. You can simply take a couple of hours in a nearby cafe, or you can encourage them to work outside of the office a few days a month. The important thing is that they get to work in a somewhat different environment and change up their everyday routine.
In addition to this, you can arrange yearly workshops, where you gather the team in a hotel over a few days. The goal should be to evaluate past campaigns, come up with innovative ideas and bond as a team.
Evaluate other people's work
The great thing about marketing is that almost every business in the world does it in some form or other, regardless of industry. This means your team can draw knowledge and inspiration from plenty of marketing campaigns, even the bad ones.
So don’t just review your team’s work, pick out campaigns from competitors and other industries, and let your team evaluate the work in detail. What was done right, what could be improved, and what would you like to learn from and incorporate in your campaigns? Make it a weekly exercise, and before you know it, your team will have plenty of new ideas for future campaigns.
Do you want to learn more about how to use creative content in your digital ads? Have a look at the e-book we made about dynamic creatives: