Creative advertising campaigns - how do you develop original marketing for your business?

Without the right marketing, you won't get far. Business owners are coming up with increasingly creative advertising campaigns to stand out in the market. The biggest brands have hosts of people building marketing strategies. Can a small business compete with them? Of course! Here is inspiration for creative advertising campaigns for every industry.

A creative marketing campaign, or what kind of campaign?

Today, consumers are inundated with thousands of advertising messages every day. No wonder it is difficult to attract their attention. Creative and thoughtful advertising is the key to recognition, which translates into customer acquisition and higher sales. What is an advertising campaign and can anyone develop one? Learn the basics of creating the best strategies.

On a day-to-day basis, you probably don't think about how many adverts have sunk into your memory. The fact that they have not slipped away in the flurry of other stimuli is in itself a great success. Advertising may be remembered for the frequency with which they are displayed, but the most valuable creations are those that are remembered for their originality. These are the ones worth being inspired by when creating your own concept.

A marketing campaign comprises a planned set of activities to promote a brand or product. It should be consistent with the company's mission, character and values. The largest companies plan their marketing strategies even several years ahead. Admittedly, with rapidly changing trends and an unstable international situation, not all ideas are implemented, but an overview helps to maintain consistency in marketing activities and prevent image slip-ups.

What distinguishes the most creative marketing campaigns? First and foremost, ingenuity and originality. The effect can be achieved in a variety of ways. The secret to creating an unconventional campaign is to trigger creativity, understand consumers' needs and evoke emotions that they will remember much more clearly than images or catchy slogans.

Purpose of using creative forms of advertising

It might seem that the aim of all advertising campaigns is to increase sales of products or services. In a way, this is the case, but it does not have to be the only objective. It is important to carefully analyse what the company currently needs and, on this basis, implement appropriate measures.

Sometimes it is about changing or improving a brand's image or increasing its visibility. Some creations are intended to promote a single product or collection, others to encourage people to sign up for a newsletter, attend an event or support a charitable foundation. In each of these cases, a separate campaign should be developed to target a different audience and be adapted to the market situation. What are the objectives of most marketing strategies?

• Building brand awareness - creative ads can create a lot of buzz. They attract the attention of social media users, and the most unconventional ones often go viral. This undoubtedly helps to build brand recognition and image.
• Standing out from the competition - on the web or on TV, consumers watch hundreds of adverts a day. Most of them don't even notice. With a creative approach, you can attract attention and stay in the audience's memory.
• Attracting new customers - changing the way you advertise and the sources you use can result in attracting thousands of people who previously were not interested in your company's products or services. It is worth extending your efforts and using the latest applications, social media platforms and new technologies.
• Creating a positive brand image - interesting advertising campaigns help to build a positive brand image, especially if the message is emotionally engaging. The absence of image crises strengthens customer loyalty and makes them more willing to make repeat purchases.
• Increase engagement - creative online advertising creations often generate greater customer engagement, especially on social media. Every comment, share or like is valuable. As a result, the trust of the audience grows and an active, dedicated community is created around the brand, which buys new products without hesitation over time.
• Increase sales and conversions - unusual campaigns are designed to be memorable and generate better results than traditional advertising. Recipients remember the brand, which increases the chance of conversions and translates into more sales.

Are creative advertising campaigns always a hit?

You must bear in mind that creative advertising can sometimes be risky. Before implementing a new strategy, it is extremely important to thoroughly research your target group and its needs. It is worth testing different forms of communication on a smaller scale first.

Deviant advertising can discourage the most loyal customers. This is most often the case when a brand takes on a controversial topic or shocks its audience. Before launching a provocative campaign, it is worth considering what emotions it will evoke in consumers. If they are negative, they are likely to discourage purchases.

Examples of successful and inspiring advertising

Creative marketing is not only about advertising, but also about regular activities. An advertising spot, billboard or social media campaign is always part of a larger, well-planned whole. You don't have to have a huge budget to create an ad that everyone will be talking about. However, it has to be said that some international brands are leading the way in unusual marketing. Therefore, they are a great source of inspiration.

Among the lists of the most creative advertising campaigns every year, IKEA appears. Some time ago, the retailer advertised sofas set up in various city locations around the world. The furniture not only attracted attention and generated free content for the company shared by users on social media. Above all, they gave potential customers the opportunity to try out the sofa before buying without having to drive to a shop. In the process, they generated positive feelings, as everyone preferred to wait for the bus on a soft sofa instead of a hard and cold bus stop bench.

Family stories, especially those involving the dreams of young children, are one of the themes that guarantee the success of a Christmas advert. Another example is the Coca-Cola spot from 2020. It tells the story of a father who went to work on an offshore wind farm. On his way there, he forgets to send a letter to Father Christmas given to him by his daughter when he says goodbye. Despite everything, he decides to complete the task and sets off for the North Pole. Unfortunately, he arrives too late and fails to find Santa. At this point, the all-too-familiar Coca-Cola truck appears to drive him home. Before entering, the father opens his daughter's letter, which contains one wish: "Father Christmas, bring Daddy home for Christmas". Tears in the eyes after seeing such a commercial guaranteed.

Tips on how to prepare creative advertising

Advertising is the result of months of work, including a detailed analysis of customer needs. Creativity is an important part of the creative process. However, even the craziest idea must fit in with the company's values, objectives and strategy if it is to produce positive results. In the first stages of planning a campaign, focus on understanding your target audience. Based on a needs analysis, it will be easier for you to create advertising that will generate profit.

An interesting idea is product sampling. How does it work? At InPost we focus on creative solutions. Customers picking up parcels via Paczkomat can find a sample or full-size product of your company in the box, in addition to their own parcel. Sampling products from InPost is an unusual solution worth considering when running a business.

It is worth testing different forms and ways of reaching your audience online and offline. Don't be afraid to experiment with new platforms, applications or tools. In the case of online advertising, it is a good idea to test creations on a limited audience and observe the reactions. When they are positive, you can increase the budget and reach of the campaign.

The most creative advertising campaigns are those that evoke emotion. The experience of big brands shows that it is better to bet on positive feelings and let go of shock or fear. A pleasant impression will be remembered and will come back to the customer when they see the product in the shop. Remember to make your advertising consistent with your brand's existing activities.

InPost advertising - creative campaigns are our speciality

Creative marketing does not have to be limited to the internet or television. Try using non-standard forms of advertising such as veneers on InPost parcel machines. You're guaranteed they'll work for your business 24/7. Parcels via Parcel Machines are sent by millions of customers, so you're giving your brand/product a chance to be seen by people who may not have come across your ads online.

A campaign on device screens is proving equally effective. Users have to watch a few seconds of a display ad before they can pick up a package. Many people, by focusing their attention on the screen, will undoubtedly remember your company.

InPost also offers banner and push advertising on the InPost Mobile app and on the inpost.co.uk website. Would you like to know more? Together with specialists, prepare individual solutions tailored to your company's expectations and budget. Try out different forms of advertising and take your marketing to the next level. Apply via the form below!