With outstanding creation to success

No effective communication without the courage to be creative

Even the best brand ideas need communication ideas. And outstanding, remarkable, creative ones at that, because others don't get through to the decision-maker, don't work.

All this is not really new. But especially in the B2B sector, these principles have not yet found supporters and friends everywhere. In some places, creative advertising is not considered very suitable or feasible for B2B. Some advertising seems like working through specifications and checklists. One presents oneself comprehensively with depth, as factually as possible, because supposedly only that seems to be serious.
Self-promotion (from the company's point of view "We are/we can!") still too often takes the place of customer orientation (from the target group's point of view "What do I get out of it?"). However, creative does not mean fancy or shrill, but clever, surprising, a little entertaining, perhaps and hopefully inspiring.

Therefore, at this point, the plea for more courage to be creative in B2B advertising. Creativity is generally regarded as a value and competitive advantage in business. Why should this actually be any different in advertising? Creative advertising is indeed a competitive advantage.

What are the benefits of creative advertising?

There are countless publications and studies on this subject that suggest that creativity is becoming increasingly important in B2B advertising as well. The complexity of markets, offers and media has the same effect on business decision-makers as it does on consumers: Less and less overview and perspective, less and less time and desire to deal with complicated or colorless advertising. So what are the benefits of creativity in B2B advertising?

First, better orientation.

Creativity is the qualified answer to the great challenge of complexities and similarities. Good creativity is able to bring the essentials simply and clearly to the point, ideally to the one point, pointedly positioned and differentiated. Clear and focused positions or promises are most likely to give the target audience the orientation they want, and to do so sustainably.

Second, more performance.

Creative advertising usually simply works better, performs better. Creative advertising attracts more attention. And advertising must first and foremost catch on, otherwise any message, no matter how valuable and important, has no chance and the advertising money is burned. In any case, you can't automatically expect the B2B audience to be more interested in advertising, because it's more professional, than the common consumer. Why should you? Rather the opposite, because time is money. If you don't get to the point fast enough, you cost time and fall through the cracks faster. Creative advertising is most likely to win and better able to arouse curiosity or even inspire. Business decision-makers are not only head people, but also gut people, emotional beings. Those who can inspire win people over.

Creative advertising anchors itself better, the advertising effect lasts longer and preferences or images build up better and more sustainably. And creative advertising also has a positive and motivating effect internally. It can create pride and identification internally.

Thirdly, genuine personality

Advertising is identity-building. Creative advertising builds personality. An unusual and surprising presentation of companies or products has character, profile and soul. Such characteristics give a face and create genuine brand or company personalities. And these are increasingly in demand in the B2B world, because here, too, it is true that genuine personalities win friends and customers best and fastest.