As the leading digital executive search firm, MarketPro understands how important a creative mindset is to your company’s growth. Creative problem solving should be a key focus of any business looking to shake up long-accepted thinking and methods of doing business. Your company is full of innovative minds ready to generate new ideas and insights, take some risks and reconsider possibilities. Hiring a qualified and effective creative leader can provide an edge over competitors and certainly determine the difference between an average campaign and a viral one.
The reality is, managing a your marketing team without a defined creative strategy puts everyone at a disadvantage and sets you up for frustration and missed opportunity. Successful companies are constantly pursuing creative innovation in this ever growing competitive market.
Unfortunately, a creative-first approach is just about impossible to achieve singlehandedly, by even the most talented head of marketing. It is the marketing leader who drives inspiration and coaxes both the marketing team and the C-suite into thinking outside the box and openly contributing to an atmosphere of bold ideas and new ways of achieving goals. With decades of marketing experience, both in the field at the top of executive search, we’re taking a look at how top marketing executives inspire creativity to increase their overall return on investment and build revenue.
Tips for Boosting Your Marketing Team’s Creativity by Creative Executive Recruiters:
Obstacles can block anyone’s creativity. Even daily tasks can be big roadblocks for some marketers. The leading digital executive search firm sees so many people consumed with their busy schedules and personal obligations that their sense of creativity can fall behind. Your team members may lack the confidence to be creative and worry their ideas will reflect poorly on them. As a result, you might be given old or repetitive suggestions that probably aren’t fully effective in today’s market.
The best solution is allowing adequate time. Creativity doesn’t happen on the spot. It takes time for an individual to sort through different ideas, see how they could impact the brand and determine whether the team has the necessary resources to execute the plan.
The reality is, as creative executive recruiters, we see most if not all team members wanting to contribute their best ideas. Instead of waiting until the scheduled meeting to brainstorm, send out an email or message to your team members about the goal of the meeting. Ideally, share some data on your business’s performance, market trends and upcoming threats to support your goal. You want to make sure your team has a clear understanding of what the problem is and what challenges they are aiming to solve. This will save time and structure your brainstorming session in an effective, efficient and focused manner.
Validate Your Team’s Assumptions
In many cases, marketing strategies can fail due to the assumptions marketers make about their target market. This is especially true for marketers who have been with the company for a longer period of time. As they grow with a brand, marketing professionals assume they have a good understanding of who their customers are and what they want. The dangers of remaining complacent in this area are many.
To fight the biases, you should encourage your marketing team to question their ideologies of your target audience. Ask each person to identify their top customer personas and link them to existing evidence or data. This will help create a mindset of innovation and encourage the generation of improved overall marketing strategies to effectively reach your target audience.
Use Fresh Eyes
For larger brands with several product lines, new perspectives can be invaluable to unblocking your team’s creative flow. Consider assigning different obstacles to a new group of marketing professionals who specialize in a different product. These marketers will be able to approach the problem as if they were the customers themselves. This method eliminates biased viewpoints and can spark new ideas for your overall brand.
Once you have achieved a list of possible solutions, creative executive recruiters highly recommend you pressure-test each strategy. Give your team the time to imagine how the strategy should play out. What obstacles will they have to overcome? Why do they believe your target market will respond better to this method? Questioning each step allows your team to think as leaders and help create a solid marketing plan each member feels a responsible to.
In addition to new perspectives, top digital executive search firms highly encourage diversity of your team. The contributions of varied backgrounds and experiences help marketers better understand their customers and what is needed in a product or service.
Essentially, if your consumers are diverse, your team should be too. An inclusive team will invariably broaden the ideas that will effectively align and speak to your target market.
At the end of the day, innovative and creative marketing is not inherited and is always a team effort. Your group of top-tier marketers should be able to spot opportunities within the target market and create a marketing strategy that captures the attention of consumers. By incorporating the tips above, you can spend your time, budget and efforts wisely.
If you have suffered recruitment challenges in the past, the best solution is to enlist the expertise of professionals. By partnering with the top creative executive recruiters, you will be presented with a diverse slate of top talent to choose from and open the door to your team’s sharper competitive edge.