Igniting the creative spark is essential for developing a basic concept into the tree of success. But to be able to enjoy the fruits of your labour, it is essential to find the way to the target audience. Creative thinking and extraordinary solutions can set your brand on the path to success. Surviving the wilderness with only a knife or building fire on a frozen lake requires building your creative stamina first.Creative thinking and knowing the territory is just as important in marketing and sales as in nature. Maintaining a good market position and quickly adapting to changes is a basic task for every company. But standing out in the crowded market might require higher level skills.
…scroll down for adventures…
Acquiring territory
1) Task: product launch of cigars/cigarillos – FMCG: Tobacco
Introducing a new tobacco brand to the market can be a tough challenge as most consumers already have their preferences. My task was to introduce La Paz premium cigars to the consumers. Under severe conditions such as competitiveness of the market and quick decision making mechanism of customers only experienced adventurers can survive.
Challenge
| Introduce a product to the premium category |
| Overcome limited product placement options in the competitive sales channels |
| Achieve brand adaptation in a competitive market |
Solution
- Develop innovative ‘point of sale’ communication techniques
- Primary and secondary placement
- Discover customers’ decision making style
- Result
- Packaging size optimized
- Product successfully placed at tobacco shops and gas stations
Cut your way to success
2) Task: branding match industry byproducts and granting them market access – FMCG: Non-food
The byproduct of match production can be shaped into a soft toothpick. Branding and selling in the price-sensitive commodity market can be a challenging task especially if a segment is already dominated by cheap products of Chinese origin. I was looking for a way to distinguish the brand from the competition. Given the conditions, introducing a new idea to the market did not look like an easy task. A branded product did not fit into the category of no-name products. Therefore I decided to introduce a new category instead.
Challenge
| Introduce a new product to the commodity market |
| Bring branded goods to the commodity market where cheap, non-branded goods compete |
Solution
- Invent easy-to-remember brand name
- Design consumer-friendly packaging
- Develop convenient packaging
- Define a “value for money” price
Result
- ”White Elephant” brand name invented
- The softwood tooth pick category introduced
- Good profit made
Dare to think outside the box
3) Topic: Atypical advertisement – Production of electronic devices: B2B marketing
It is common practice for the sector that the target consumer is represented in advertising pictures. This category does not directly apply to children. An advertisement with a well-developed storyline and emotional appeal catches people’s attention. A creative visual representation of a non-conventional idea is a good way to get to the people and increase brand awareness.
Challenge
| Create an advertising photo centred around the product, having a story |
Solution
- Develop an extraordinary advertisement idea
- Create a memorable feeling in the viewer of the ad – story behind the picture
Result
- Catchy message composed
- Playful, loveable photo created
