Developing creative concepts

A Creative Concept Is Not Caught in The Wind

The marketing concept sets goals for the brand’s marketing and creates a clear plan. The traditional concept typically includes channels and content, campaign packages, a visual look, and selected technical solutions that start to communicate the brand’s customer promise and top messages to the desired target groups in an interesting and productive way.

The starting point for planning is to know the target groups you want to make an impact on. Most often, the target group is learned on the basis of the collected and analyzed data. Although target group thinking has experienced a revolution in recent times, clear buyer profiles can still be found and identified for most customers.

The design of the concept is a continuous interactive job between the customer and the marketing office. Even the finished concept can be improved and sharpened based on the experience and information gathered. The marketing concept is especially good when it allows for continuous improvement in stages. Often, the concept should be tested or piloted with a commercially significant sample.