UNR1102 - Creativity and innovation

Dr. Mohamed H. Zaky

Arab Academy for Science, Technology and Maritime Transport (AASTMT)

Fall 2023 Semester

AASTMT - Alexandria
Marketing
 Creative marketing involves
recognizing your brand, and your
audience's desires and emotions.

What is creative To succeed with this type of

marketing, your organization must
marketing? align its brand and marketing efforts.

Without data and study, a creative

marketing effort won't function.

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Impacts of
creative Creative
marketing Marketing

Cost Tapping into

Recognition Innovation
Efficiency Emotions

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Impacts of creative marketing - Recognition
Businesses must stand out from their competition to be
successful in marketing.

Creative marketing ideas will grab your audience's attention.

Advertising is ineffective if they only remember the ad or content,
not your company.

It shows your brand values and what you stand for, and
consumers may feel you're worthy of their attention and
commitment.

Creative marketing methods can help you develop a devoted,

long-term customer base. Consumers are influenced by clever ads
and content.
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Impacts of creative marketing - Cost Efficiency

Creative marketing methods are also

more cost-effective.

They have a higher return on investment

(ROI) than other marketing methods.

Innovative content can go viral,

promoting your business at little cost.

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Impacts of creative marketing - Innovation

Creativity encourages innovation. This promotes

conversations, fresh ideas, and team inventiveness.

Your employees will feel motivated and free to

express themselves, which will increase job
satisfaction.

As your company becomes known for creative

marketing, you may attract new, exciting talent.

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Impacts of creative marketing - Tapping into
Emotions
Emotions are a great tool for marketers and consumers.

Marketers recognize that appealing to consumers' emotions is

key to capturing their attention and persuading them to buy.

Traditional marketing and advertising won't evoke these

emotions. Creativity lets you build emotive marketing
initiatives.

When a customer sees marketing they've seen hundreds of

times before, they won't be moved.

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 Find Inspiration

Creative
marketing Understand the basis of
creative marketing

guide
Measure creative marketing
efforts
 Find campaign ideas before you start.

Creative Researching successful creative ads and

what other brands have done can help.

marketing Meet with marketing planners, creatives,

and other marketing pros to learn about
team procedures.
guide - Consider leveraging company data to

Find identify innovative areas for the

marketing team.

inspiration Paying attention to the audience's

experience from beginning to end is
another creative marketing tactic.
 Branding: What's your brand? Are you unique? Does
Creative your website use video, design, or reviews?

marketing Experience: Your innovative efforts? Will your

guide – customers love your output or brand touchpoints?
Your creative marketing should stir emotion.

Understand Marketing content: Tell your audience's favorite

stories. Is it engaging or expert-level content? Visual
the basis of or visualizable? Consider videos podcasts, games,
quizzes, charts, and more.
creative Know and monitor your social media audience:
Have you considered creative story formats? A
marketing contest might engage your fans. Use hashtags, a
calendar, and creativity.
 A solid creative approach clarifies the
Creative audience, what you want them to do,
marketing and how you'll aid them.

guide - Key performance indicators (KPIs) can

help a brand measure the success of
Measure this approach.
creative
KPIs help create comprehensive goals,
marketing are measurable, and quantify a digital
creative marketing strategy's value.
efforts
Creative marketing KPIs
Social media reach Did narrative formats help your content go viral or increase engagement?

Shares How many people shared your innovative video online?

Engagement Did your campaign spark conversation?

Organic search Do customers search for your content/product?

Website visits Have site visits paid off?

Revenue What was your display ad campaign's revenue?

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 Examples of creativity in
marketing - Guerilla marketing

Guerilla marketing uses

surprise to positively
disrupt audience
expectations; usually,
these are public stunts.

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 Examples of creativity in
marketing - Social trends

Adapting a social media

trend to advertise a
product is another creative
marketing technique. This
may appeal to social media
users.

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Improvision
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Why improvise?

We know that leading a brainstorming session or innovation

workshop requires the facilitator to be:
• Flexible
• Able to accept whatever comes their way
• Focus people's energy positively toward the larger aims

Improvisation can improve listening, collaboration, agility,

management, storytelling, trust, communication, and confidence.

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 The principles of improvisation

BE CONFIDENT COLLABORATE FOR THE LISTEN KEEP THE MOMENTUM

GOOD OF THE TEAM AND ENERGY GOING

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The principles of improvisation - Be confident
It's not about perfection or having all the
answers.

Your perspective, knowledge, and unique

experiences (and everyone else's) are valuable.

Good improvisation requires no waiting,

reflecting, or overthinking.

Be brave and bold. It takes practice, so keep

improving.

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The principles of improvisation - Collaborate
for the good of the team
We win and succeed together in innovation
and improvisation. Appreciate everyone's
experiences and skills.
Work together, be flexible, share and take
others' opinions, and see what happens.

Collaboration requires generosity. Instead of

imposing yourself, compliment what's
happening and let others shine.
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 Focus, listen, and react without a
plan.

The principles of You don't know where that idea

improvisation - will lead, but if you reject it, it'll go
nowhere.
Listen
Being defensive can stop
creativity. So be receptive to ideas,
say YES, and expand on them.

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 Innovation has energy. If energy or
momentum dips, ask open questions to
spur fresh ideas.
The principles of Instead of focusing on what's wrong with
improvisation - their ideas, focus on what went well.
Keep the
Avoid closed inquiries, which might end
momentum and or block a conversation or idea.
energy going
After brainstorming a fantastic concept,
keep asking questions.

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HOW CREATIVE
ARE YOU?
STRETCH YOUR MIND
IN A GROUP

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Personal
branding

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Exercise one - Make it
personal

Personalizing an idea, product, or service can

boost teamwork and job satisfaction.

This creative thinking game invites groups to

build a product, idea, or experience persona.

By imagining a product as a person, we may

emphasize its strengths, faults, and attractive
features, which can help us rethink our job.

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“Creativity can solve almost any
problem. The creative act, the
defeat of habit by originality,
overcomes everything.” George
Lois, 1931, Art Director and
Author