Harnessing creativity in industrial marketing

In the industrial marketing sphere, getting clients on board with creative ideas can be difficult. Often traditional companies don’t like to break out of their comfort zone and try something new.

Marketers are more conscious of budgets than ever these days which can make them even averse to what they perceive as risk. But the alternative can be worse. A flick through a lot of the industrial trade magazines this morning shows too many companies playing it safe with ads which fail to draw the eye. A good creative campaign generates stand-out, can get buyers talking and improves return on investment.

This is not to say that a campaign should be flamboyant for the sake of it or disregard the brand values. Good creative work should have the ethos of the company firmly behind it, and deliver to the core business and marketing objectives. Without that little injection of a certain something, industrial marketing activity can become little more than an administrative exercise which may tick the corporate boxes, but doesn’t tick those of the buyers – which doesn’t make it a good use of any budget, however restricted.