The Creative Side of Marketing

New tools and methodologies involve the consumer in the development and review of the creative process more than ever before. The best marketers bring the consumer in early on to find out how people will react to a particular message.
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TRANSCRIPT


Question:
How has the creative process of marketing changed?

Bob Lord:  The creative process within the marketing world is being challenged and it’s being challenged because there are tools and methodologies now that involve the consumer in the development and review of the creative process more than ever before.  The marketing companies that are doing things well are the marketing companies that are bringing the consumer in early on to test and learn about how people will react to a particular message to understand what they would want in product development, so when the product actually launches the consumer has already been involved with the evolution of that product, so if you think about Starbucks again My Starbucks has been a great boon for them where people are helping to design new drinks for them and they’re harnessing the power of the consumer to bring their ideas into what will be potentially the new drink for them.  There are automobile companies that are enlisting the help of the general public to help to design the car of the future.  What do they want the car of the future to look like?  What attributes do they see as important?  And those features are being fed into the product design element and the developers that are then being inputted into the cars, which ultimately you now have a virtual focus group to help you in your marketing message and your design process.

Recorded on June 16, 2010
Interviewed by Jessica Liebman