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creative briefs
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Trying to reach busy Moms? Well, do you know their media habits? Magazines, it seems, are their most trusted medium. Moms are most receptive to informative and educational messages in the afternoon, according to new research from the Parenting Group. Here are some interesting findings.
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As media continue to evolve, search engine marketing is increasingly important to your success. Advertising Age has packaged a nice special report on the subject. It includes an overview of the search engines, keywords, top search terms, and search optimization tips, among other things.
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Go-To-Market Strategies reports that white papers are a great way to break through the clutter and reach your audience. Research indicates that 69 percent of prospects download a white paper as part of their buying cycle and 36 percent pass along white papers to supervisors. Speaking of white papers, here’s my One-A-Day Marketing Vitamins white paper.
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There is very little in marketing that is cooler than getting ink from the media. Colleague Joan Stewart, dubbed the Publicity Hound, knows how to get media coverage as well as anyone in the business. And just for you, I have a gift. Here is Joan’s e-book on ways to pump up your publicity.
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As you might expect, we here at My Creative Team are into creativity in a big way. We believe everyone is creative and that there are things you can do to increase your own creativity and to help foster it in your organization. Here’s an article that tells you 6 steps to take for supporting and encouraging creative thinking.
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Greetings, I hope all of your holiday wishes came true and that you’ll have a great 2007. I’m truly excited about my new enterprise, My Creative Team. Our year is getting off to a rousing start and I’m looking forward to the challenges this new year brings.
Brant Waldeck has an insightful piece this month on the creative process. My companion piece gives you some suggestions on how to help out your creative team with a creative brief. So, let’s get creative.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com
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To Be Creative, Be Brief
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By Harry Hoover
Creative people work best when they are given limitations. I know that sounds counterintuitive but is it true. These limitations help your creative team members focus so that the message they develop will be relevant, impactful, original and true.
So, how do you provide these limitations to your creative team: with a creative brief. Let’s take a look at how you go about developing one.
There are five basic areas of information you need to supply your creative team in order to get the best possible work. First, is an overview that spells out what’s happening in the market and with the client. Additionally, you need to outline who the communication is addressing and what is the one thing we want to say to that target audience. Think of this area in terms of headlines. We’ll get more specific later in the brief.
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Been Briefed? Let’s Be Creative!
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By Brant Waldeck
Commercial creativity – that is ads, presentations, websites and direct mail – requires quite a bit of detailed information. Once you have that information, it’s time to get creative!
Clearly, the generalities of your audience make up will inform your creative decisions. If your audience is female, then your final creative product is going to look and feel considerably different than if your audience is male. The same can be said for creative aimed at “tweens” or boomers.
But it’s the additional details, like customer quotes and stories that lead to the true pearls of creativity. They lead us to an understanding of how your audience thinks and feels about your product and your product category.
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