Inspiration is a rather vague concept. Does “inspiration” work in marketing, where to look for it and how to be a professional who is able to come up with creative ideas for any client? Anton Udovov , head of the KURAGA agency, shares his answers.
Leave inspiration to the poets
Inspiration is something ephemeral. You have to wait for it, you may not find it, and it comes “in three days”. A marketer must develop a keen eye. It can manifest itself absolutely anywhere: watch a movie, see someone else’s advertisement on the street, look out the window and witness an incident, look up in the subway. And you can also constantly see the same people in your residential complex overseas data and notice their habits, scroll through your Instagram feed… What is important here is how the marketer will apply all the information received: if you are a great specialist, then projects, goals, and thoughts are constantly spinning in your head (even outside of work hours).
A marketer is always able to apply the information received to a specific project. This is how creative concepts are born. We see some news item, apply it to the realities of the project, add trends or any other relevant situation in a specific area and get a cool idea for collaboration inside our heads.
Information is always around us, it is only important to be able to store it in your head and apply it. Therefore, to the question “where to look for inspiration?” the answer will be: “Everywhere.” It is important to learn to absorb and process all the information around and constantly be drawn into life.
Now I will share the TOP 5 most effective resources that help our team constantly generate ideas.
Movie
It is important to say here that any film, even the latest “Yolki”, can give you an idea or demonstrate an insight from the life of your target audience. However, films from the field of find your allies marketing, business and creative spheres are most helpful. Here is our mini-selection.
1. The Greatest Movie Ever Sold (2011)
A documentary that can be used as a guide to action. Yes, it is a bit outdated, and the advertising techniques shown in it cannot be clearly copied. But you can definitely get a fill of ideas, enthusiasm and approach to work.
2. Roguery (1997)
The most unpredictable job in digital is PR. Could there be anything more difficult? Oh yes, PR in politics – GR. The film demonstrates a real case: how to distract and redirectcmo email list public attention before elections. What does it teach? That users (real people) are ready to believe anything. The main thing is to present it beautifully, thoughtfully and with serious faces.
3. Generation P (2011)
Of course, the selection should have something of our own, something native. Here, the market is more familiar, and the user behavior is predictable. An excellent illustration of the influence of the media, and how they give birth to new idols.
4. Centenary of personality (2002)
If you like to say “Freudian slip”, then immediately close all your tasks and run to watch this documentary series from BBC. It examines Sigmund Freud’s theory of subconscious processes in relation to advertising. Want to know what your user is thinking? The series will help.