Artists are not the only ones who need a muse to produce thought provoking and beautiful art. Marketers, too, are artists. Artists of the business world. Marketers are masters of creation and reach. In order for their messages to spread, however, inspiration is vital.
Where and how is inspiration found amongst the constant distractions in the current world?
Finding inspiration to kick-start a campaign, narrow down a target market, or develop the perfect marketing model is difficult. Everyone is different and inspiration can strike at any moment, but if the normal routine isn’t working, make sure to cover all your B.A.S.E.S.
Forcing creativity under deadlines and stress is never useful. Sometimes the best thoughts come out of nowhere and randomly hit while driving or falling asleep. Set aside time during the week to sit (or walk around) in order to let the mind wander. Write down every thought. This process produces a steady flow of ideas and helps eliminate the bad from good.
Digital analytics allows marketers to uncover purchasing tendencies and patterns of customers. This information gives insights on how to reach the right consumer. Tracking the insights ignites ideas for content creation.
The marketer needs to put themselves in the consumer’s shoes by also analyzing their own preferences. Since marketing is about the human experience and perspective, the marketer should look inside themselves to see what media in their life stands out or provokes a positive emotion.
The phrase “K.I.S.S,” or Keep it simple, stupid,” originated from the U.S Navy in the 1960s. In other words, the less complex a system, the better.
Simplicity is key. Instead of clouding the mind with a number of ideas, it is easier to be inspired if one thinks like a child. Every day tasks are majestical in the eyes of an infant. Explore new ways of thinking by viewing everything as new or exciting.
Brands like Oreo or Apple excel in simple but effective marketing strategies. Marketing guru, Seth Godin, preaches and demonstrates simplicity in his blog posts. What others say in multiple pages, he sums up in a sentence.
Gain inspiration by being present. Taking in environmental surroundings like captivating billboards, catchy songs, emotionally provoking commercials, or deep quotes can spark something inside. Consume anything and everything.
Always be in the moment. Look around at people in restaurants or notice the purchasing behaviors and attitudes of people in stores - these activities can influence new ideas and approaches to reaching the right audience.
Accessing the competition in the environment is also important but should not trump the main goal: benefiting the customer. When a company is centrally focused on beating their competitor instead of improving themselves, another unexpected force may come out of nowhere to completely blow them out of the water (i.e Myspace vs. Facebook). Use the competitive environment to inspire and push marketing efforts/focus.
Inspiration for designs can sprout from a multitude of sources such as art, history, nature, poets, etc. Evaluate competitors’ achievements as well as successful companies in unrelated industries to inspire and influence marketing strategies. After all, T. S. Eliot said, ‘Immature poets imitate, mature poets steal.” Marketers should steal methods/ideas and make them better by merging them with their message and values. Apple, Airbnb, and Nike are fantastic examples of companies that are at the top of their industry with simple, inspiring campaigns. Use them for inspiration!
AgencySparks uses the B.A.S.E.S. methodology to find inspiration. AgencySparks is also inspired by our impact in the business world - forming solid client/agency relationships, client successes, and personal values.
Everyone is different, so be sure to comment below what inspires your content creation process!