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Expertise is organic. It must be constantly nurtured if it is to grow and flourish. This is one of the fundamental pillars of OPEN’s internal culture.

Marvin Chaulk, Vice-President, Senior Consultant
OPEN Communications

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the opinions and musings behind the expertise

Blog Author: Stephen Wheeler

Confluence: The Concept of Smart Creative

Stephen Wheeler

Posted: October 4, 2013

Confluence: Smart CreativeAt our last Confluence conference, we discussed the concept of “Smart Creative”, what it is, how it works and its effect on businesses that have employed it. So we thought we share some of the highlights from that discussion in this week’s blog.

What is “Smart Creative”?

“Smart Creative” is the art of creating work that not only works but is measureable in its results. It is something that not only gets your brand noticed, but also makes the cash register ring too. It is something that cuts through the advertising din that permeates our daily lives and makes us stop and take notice, and in the best of circumstances, makes us want to share it with others.

What are the elements of “Smart Creative”?

There is no “magic bullet” when it comes to Smart Creative, but there are some commonalities that can be found throughout the most effective advertisements such as…

  • Joking our way out of the norm.
    Nothing makes people sit up and take notice like taking something common to us all and using humour to turn it on its head. Click here for an example.

  • Play on the audience’s emotions.
    If you can get your audience to personally invest themselves in your message, you can take them places they never expected to go and deliver real impact. Click here for an example.

  • Tell a story.
    A well-crafted message will linger on in the memories of the viewer long after the commercial is over. A story doesn’t have to be grand in scope to get your message across, it just needs to be relatable. Click here for an example.

  • Sincerity will always shine through.
    What separates a moving ad from one that tries in vain to tug at your emotions is sincerity. If there is an honest passion for the message, it will resonate in the work and with your audience. Click here for an example.

How can I foster “Smart Creative”?

If you are looking to really step out and be noticed then there are some steps you can take to ensure that your advertisements both memorable and effective to the bottom line.

  • Get to know your audience.
    How do they consume media? What are their likes and dislikes? Investigate psychographics and demographics of your target audience.

  • Don’t skimp on production.
    You don’t have to break the bank, but quality shows and true quality will pay for itself in the long run.

  • Know the product or service inside and out.
    How does it feel to use it? What’s it like to experience it? If you can put yourself in the mindset of the consumer, you can communicate with them more effectively.

  • Tell the truth and tell it well.
    Find that central truth about your product or service.

  • Don’t be afraid to take a chance.
    You don’t have to be edgy for the sake of edgy, but if you are not afraid to be a little “out there”, you may find the rewards are greater than you ever imagined.

“Smart Creative” can mean the difference between standing out in a crowd or blending in with it. “Smart Creative” not only gets people talking, it gets people spending. We’re happy to thank Jenny Smith for participating in Confluence this time and we have a few “Smart Creative” ideas we can’t wait to share next time.