I don’t know who Coop’s Paints hired to install their billboard, but wow – did they really make a mess!

When you think of creative marketing, do you think of examples that are so big, so creative, and so out-of-the-box that it makes all other marketing seem incredibly boring? For me, I always think of this co-op outdoor ad from Nationwide Insurance and Coop’s Paint, installed on the side of a building in downtown Columbus, Ohio (where Nationwide is headquartered). Ad image below pulled from Reddit.

It’s clever, evokes emotion (AH, what a mess! Ooo, what a pretty color! How fun is THAT!) Not one person driving down High Street would miss this massive statement ad. 

What are business owners and marketers to do when they don’t have the kind of cash and resources to execute this type of creative marketing? You can’t possibly compete with an ad like that, right? 

Don’t be discouraged! While these ads are fun, there are lots of ways that you can achieve creative marketing for business owners on a realistic scale that will attract your target customer, within budget. 

How do you market creatively?

Ironically, marketing creatively must begin with non-creative activities: sleuthing through and analyzing data, writing brand voice guidelines, building out customer personas, and conducting competitive market research. These are essential steps that every business must take in order to reach the right audience, with the right methods, at the right time. If you get started with out of the box ideas for marketing without any strategy behind it, you’ll make a mess of things bigger than a giant spilled paint can.

Once you have these essential elements of a solid communications foundation in place, you can then begin designing the fun marketing campaigns!

How do you spark creativity in marketing?

To get the creative juices flowing when brainstorming crazy marketing ideas, start by listing every single idea that comes to your mind. And I mean, every single one. Even if they are bad or you know you can’t possibly afford to execute it. Starting from a pie-in-the-sky list and crossing things off the list is a much easier decision-making process than trying to begin from a bare bones list. 

Enlist other people to help you with generating ideas: teammates, friends, family, mentors, peers, your kids, chatgpt… the idea is to get as many ideas as possible. You can also research other marketing examples to get ideas for how you can creatively tailor something similar to your own audience.

Once you have a list, step back and consider the big picture. 

• What don’t you like? 
• What do you like? 
• What would be cool to merge together? 
• Are there themes that emerge?
• Is there anything surprising on the list?

Start making notes, drawing lines, and crossing things out. Give yourself time to sit on ideas and come back to them later. The process of marketing creatively should be FUN but also challenging.

How do you create creative marketing?

Generating a strategy for realistic, creative marketing ideas for small business should be guided by your Brand Voice Guidelines, Customer Personas, and Market Research. Your budget and resources also dictate what you can and cannot do. Make sure you begin the process of deciding what creative marketing to execute with all these aspects in mind.

Once you have your solid foundation: 

Think Outside the Box: Challenge conventional thinking and explore unconventional ideas. Brainstorm with your team or collaborate with creative agencies to generate innovative concepts.

Tell Compelling Stories: People connect with stories. Use storytelling techniques to convey your message in a captivating and memorable way. Incorporate elements like humor, emotion, or suspense to engage your audience.

Utilize Multiple Channels: Explore various marketing channels such as social media, email, content marketing, experiential marketing, etc. Each channel offers unique opportunities to express creativity and engage with your audience.

Embrace Technology: Leverage technology tools and platforms to enhance your marketing efforts. This could include augmented reality, virtual reality, interactive content, or AI-powered personalization.

Focus on Visuals: Visuals play a crucial role in grabbing attention and conveying your message quickly. Invest in high-quality graphics, videos, and imagery that align with your brand and campaign objectives.

Encourage User Participation: Foster user-generated content, contests, or interactive campaigns that encourage audience participation. This not only boosts engagement but also creates a sense of community around your brand.

How do you sell products creatively?

When it comes to product promotion, reviewing successful marketing strategy examples is helpful. Spend some time with your favorite search engine and explore product marketing ideas in your industry, from a specific geographic location, or from your competitors. Doing your research will help you generate a strategy that fills a hole in the market while also standing out from your competition.