The Creative Side of Marketing


\r\nQuestion:
How has the creative process of marketing changed?
\r\n

\r\nBob Lord:  The creative process within the marketing world is \r\nbeing challenged and it’s being challenged because there are tools and \r\nmethodologies now that involve the consumer in the development and \r\nreview of the creative process more than ever before.  The marketing \r\ncompanies that are doing things well are the marketing companies that \r\nare bringing the consumer in early on to test and learn about how people\r\n will react to a particular message to understand what they would want \r\nin product development, so when the product actually launches the \r\nconsumer has already been involved with the evolution of that product, \r\nso if you think about Starbucks again My Starbucks has been a great boon\r\n for them where people are helping to design new drinks for them and \r\nthey’re harnessing the power of the consumer to bring their ideas into \r\nwhat will be potentially the new drink for them.  There are automobile \r\ncompanies that are enlisting the help of the general public to help to \r\ndesign the car of the future.  What do they want the car of the future \r\nto look like?  What attributes do they see as important?  And those \r\nfeatures are being fed into the product design element and the \r\ndevelopers that are then being inputted into the cars, which ultimately \r\nyou now have a virtual focus group to help you in your marketing message\r\n and your design process.
\r\n
\r\nRecorded on June 16, 2010
\r\nInterviewed by Jessica Liebman

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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