Having a “big” idea at the heart of your marketing strategy is the only way to ensure that your target audiences will take any notice of your campaign. But how often do you actually create an engaging big idea that they cannot resist?
What is a big idea?
A ‘big idea’ is what underpins your marketing campaign. It’s the recurrent theme that runs throughout, the key thing that ties everything together. It helps to inform and determine which marketing channels you use to promote your message – such as advertising, PR or social media. Sometimes, the media used can be the making of a great idea!
However, with millions of creative marketing agencies across the world, and some of the biggest brands all clawing for our attention, it seems the best ideas have already been seen and done. Nowadays, brand differentiation has become more difficult to achieve than ever before because all businesses can claim USPs such as quality and service – but what makes your brand truly stand out? How can you create marketing campaigns that attract customers? That’s down to your big idea.
Key principles to creating your big idea
1. Understand exactly what your objective is
Your objective sets the benchmark for your campaign. Your big idea will form once you really know what you’re trying to achieve. It also acts as a yardstick upon which you will measure the campaign’s success – were the goals and objectives met, if not, why not?
2. Know your customer…
“You need to really understand your customer and that requires ’empathy’. You’ve got to become the customer and imagine what is going to get them to take notice, what language is going to get them to remember your message, and take action”, says our Creative Services Manager Christos.
3. …and what their needs are
People have a range of needs/motivations that act on their decision to purchase. Individuals and business professionals buy things for a combination of different rational, emotional and psychological reasons, in different ways, within different time scales. For example, in B2B says our Marketing Manager Hannah “triggers can include the need to save money, change suppliers, save time. Does your product/service fill that need? Can your ‘big idea’ demonstrate this?”
4. Match the message with the audience
You need to be absolutely clear why your target audience will believe your message/proposition. What is the support for it? Can you engage them in a conversation across their favoured media channels i.e. Twitter/television/radio? How can you interact with them? Get them to participate? Sample your product/service? Find out more information?
Tell your brand’s story
Good marketing is often about good storytelling, and people respond better to marketing messages if they trigger emotion and use storytelling to deliver their messages. For a big idea to work, what you need is not only a good unique selling point, but a strong story for your brand that only you can tell. Your big idea should play on the big E of marketing – Emotion, and captivate your audience.
For example: You’re an independent food retailer and your ‘big idea’ centres around provenance and ethics in your supply chain. You can then tell a story through your marketing communications – perhaps a series of e-shots, in-store demonstrations, and blog posts/case studies about the local suppliers you work with, to show how the food you sell in your shop makes its journey from ‘farm to fork’ using local suppliers and demonstrating your commitment to ethical sourcing of produce and being transparent about where your products come from.
The best way to get your big idea across is to employ a strong copywriter who is a master of the written word, along with powerful visual imagery, to make your marketing message cut through the clutter and attract your audiences’ attention. There is a reason why great fiction writers such as Tolkien and J.K. Rowling have sold millions of books – it’s because they were able to conjure vivid images that draw people in and make them feel as though they were actually there, feeling whatever emotion it is the characters are dealing with. “Communicating your BIG ideas using powerful visual and written imageries are hard to resist and will make your audience more receptive to your messages” adds Hannah.
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