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"Business is war."

In all major military confrontations in the past century, there was planning and strategy involved before the first shots were ever fired. This is the same in the advertising realm. An understanding of the enemy (competition), battlefield (marketplace) and resources (advertising) is paramount. With these understandings and having a clear objective defined is half the battle.

Preparing a marketing plan is the initial step in the confrontation.

Marketing strategy is how we choose to position the product/service in the market place and in the minds of the prospects and customers, and how we attempt to entice them.

The second is the creative strategy. What is creative strategy?

Creative strategy is how we actually communicate in a convincing, compelling manner to drive results.

Think of marketing strategy as the war room, it is where we plan and aim. Creative strategy is the battlefield and resources, it is where we win or lose the war.

Developing a Creative Work Plan

Once the marketing and creative strategy is defined, a tool that converts relevant information into a standardized thought is needed. The tool is a Creative Work Plan. The Creative Work Plan defines the course of action, prevents and eliminates confusion or debate regarding that course. Please note that the Creative Work Plan is a blueprint to guide where the creative effort should go. It does not provide the creative solution. To see a Sample Creative Work Plan (in Adobe Acrobat Reader format), click here.

If you do not have a copy of Acrobat Reader, click here to download a free copy.
For more advertising know-how, be sure to visit Advertising Tips 101.