Which came first—
the creative chicken or
the marketing egg?

Search how to build a great campaign on the web and you’ll see more conflicting opinions than a debate on Amazon launching a fleet of A.I. babysitters. There are 5,000 interpretations of the same 10-ish rules—set a budget, know your goals and clutter your page with CTA’s like stickers on a 13-year-0old’s trapper keeper. And while most of those are important elements, don’t confuse marketing campaign management tactics with creative development.

So what is the difference?

Marketing increases sales, while advertising is built around the objective of enticing customers. Whether building a website or launching a 50-story painting of a vodka bottle on an NYC skyscraper, having your creative ducks in a row always comes before using them to create sales. Period. To achieve great marketing, you normally need great a great message. A dreadful best man’s speech isn't improved with a megaphone. Your website is the perfect example—for most businesses, your website is your calling card. It is the most important, most commonly seen asset in your arsenal. It is your root source of advertising, so going out with a sub-par website is like going to an important meeting with a purple jelly donut stain on your dress shirt. So before you start any kind of marketing campaign, consider your creative content. Here are a few simple filters you can run your ideas through.

The Dopamine Effect

Resonate - If you can make a connection or make someone recognize an experience or a feeling, you will be successful. Study after study shows people buy things based on how it makes them feel. If the idea doesn’t create a reaction—a laugh, a tear, hunger, goosebumps, scrap it. The combination of music, copy, and videography can create a symphony of emotion, making a weekend golfer feel like a Navy Seal or NASA scientist.

Be BOLD

The “What happens in Vegas” campaign is one of my all-time favorites. Their central theme was built around the depraved little secret that is Las Vegas. It was a bold, daring and most importantly, relatable campaign that resonated with anyone that has ever been to Sin City. Take a chance—it could be the best thing that ever happened to your brand.

Great analogy/metaphor

False Analogies

Metaphors can be tough to get right. For instance, “Life is like a box of chocolates—you never know what you're gonna get” is an antiquated metaphor. Today, when you buy a box of assorted chocolates, a little map tells you what you are getting and how to navigate to that exact piece with bomb-technician level precision.

Connect

Your argument for your product doesn't always have to be so "on the nose." Make a good case or an obscure reference to something people can relate to in their lives. For instance, many people treat their cars better than their own skin. Show them polishing their car without wearing sunscreen on and make them think about it.