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There are two main elements to the creative side of marketing, Image and text, or often referred to as Visuals and Copy. However to be effective both should be driven from the key messages developed from the strategic vision and planning process.
The creative process is often down to subjective decision making, as rarely in dynamic, highly competitive markets is there time to undertake formal market testing of visual concepts and copy. The creative process must rely on high quality strategy and market intelligence, and be ready to adapt rapidly to feedback from front-line sales teams.
Collateral and all other creative pieces should be developed with a key purpose for each piece and as part of a strategic objective. Basic collateral requirements will include;
- Company background
- Product Vision
- Product Detail
- Technical Detail
- Case Studies
- Screen shots
- Presentations
- 2 - 3 advertisements
- Several white papers on strategic and technical issues
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