The role of originality and creativity in setting out a good marketing communication strategy

IntroductionThe paper panda tour of introducing 1600 paper pandas in Hong Kong has demonstrated the lend oneself of kinda pilot film and creative elements, which argon tout ensemble important(predicate) aspects in setting taboo a beneficial market intercourse strategy (Ng, 2014). It has been indicated that selling managers ca-ca tried their best to call original manners of collecting customers to specific products and services. The dimension of creativity implies ones talent in presenting visualises that not further keep the attention of the audience but also make them realise that creativity is an indicator of long-term success (Thun, 2010). The objective of this paper is to explore the impact of originality and creativity on the process of developing a positive trade parley strategy.Originality and creativity atomic number 18 major elements in setting out a relevant merchandising discourse strategy. These aspects allow marketers to send reliable brand messagin g crossways numerous trade channels, including social media which is associated with adequate creativity (Porcu, del Barrio-Garcia, & Kitchen, 2012). The paper panda tour serves as a suitable example of how business should provide customers with much than the standard form of publicize (Thun, 2010). For instance, the idea of Integrated selling Communications (IMC) makes a clear sense in this context by emphasising the originality and creativity dimensions of the strategy rump the paper panda tour. Researchers suggest that marketing teams should focus initially on the customer, which is the case with the paper pandas (Porcu, del Barrio-Garcia, & Kitchen, 2012). Customers are exposed to the original and creative chore of paper pandas by means of a mix of incorporate communication methods, which are considered by people eye-catching and trustworthy.According to marketing researchers, IMC is an innovative and creative step because the over(p) culture of marketing agencies, in-house marketing departments, and marketing consultants had expanded the idea of separating advertisement, direct marketing, sales promotion, and public relations, quite an than the pleasant, customer-centred development process that IMC requires (Dun fag & Mulhern, 2004). Integrated Marketing Communication has become an important part in marketing because the technological system has the integration of business stakeholders (Kalamas, Mitchell, & Lester, 2009).According to experts, planning and implementation of all marketing communications are take to be done in an original and creative manner in evidence to meet the marketing objectives and attract more customers (Vance, Howe, & Dellavalle, 2009). The process of building and applying various communication programs reflects in the surmisal to have a solid impact in the future over time (Kitchen & Schultz, 1999). The general IMC method focuses on customers and functions to establish and classify the methods to extend the in fluential communications programs. For the creators of the paper panda tour, it has become important to plan, develop, implement and assess the coordinated and measurable influential marketing communication programs applicable to external and internecine viewers over time (Laurie & Mortimer, 2011). It is a policy in which different marketing communication tools worry promotion, public relations, sales promotion, direct marketing and personal selling operate together to strengthen the communication process to target consumers. Such holistic and creative approach has led to the popularity of paper pandas.Media has experienced a wide phase of development in the last decade, implying that the creators of this original project have considered the importance of applying meaty marketing strategies to reach out an optimal number of customers (Dun shtup & Mulhern, 2004). Marketing managers were formerly focused on advertising their product/service through traditionalistic marketing forms like TV, radio and newspapers (Gronroos, 2004). However, now the current marketing trend appears to be digital as Information Technology has become an important element of perfunctory lives (Reid, 2005). The digital aspects of originality along with the physical dimensions of creativity evident in the massive project of paper pandas have indicated the use of proper communication strategies. A concept shift has been presented, or in other words, the creators of the project have focused on demonstrating a move from traditional marketing towards digital content that flows across various integrated media channels. As a result, more people can be informed some the project of the paper pandas and thus would prefer to see it (Laurie & Mortimer, 2011). The theory definitely suggests around building the marketing communication mix which is considered being interdependent and bringing more incorporation and moving towards having several methods of accessing media, i.e. bringing in more f lexibility in the marketing mix by using a compounding of traditional and new digital media. Furthermore, it refers to the actions of media audience as being migrant, i.e. changing the marketing form that can provide them with the required experience. In such marketing environment, customers are dynamically involved and looking for new, original and creative content to make proper connections.Transition has played a relevant role in shifting the marketing trends, which is obvious in the formation of the paper panda project. The concept of transition indicates that the traditional media is not being displaced rather its operations and significance are being shifted with new media options (Reid, 2005). This reflects in providing slender online nurture about the project, such as in social media platforms and blogs. For instance, in a blog by Ng (2014), the focus is on describing the paper panda project in detail, with an emphasis on the potent number (1600) of paper pandas exhibite d to the audience in Hong Kong. In this way, media transition is more than merely a technological shift changing the kind among existing technologies, sectors, markets and supporters (Kelm, 2011).Transition has brought remarkable changes in the media rights and has improved marketing media concentration. The elements of originality and creativity have played an important role in forming a good strategy that involves a combination of different IMC elements (Michaelidou, Siamagka, & Christodoulides, 2011). According to marketing experts, there are five established IMC elements known as Advertising, Promotion, Direct marketing, Personal selling and PR (Public Relations). It has been indicated that the paper panda project in Hong Kong has been successful in covering all these elements and achieving substantial customer interest (Porcu, del Barrio-Garcia, & Kitchen, 2012).A good marketing strategy ordinarily focuses on building original and creative content that creates attention as w ell as motivational encouragement for users to share it with their friends and families (Kelm, 2011). For instance, the paper panda project can be adequately popularised through different social media platforms because it is a relevant step to rely on the contribution of different users to talk about the exciting project. The keys to social media success are user contribution, user brand loyalty, user enthusiasm, and the communication between people (Laurie & Mortimer, 2011).The introduction of an original and creative design related to the paper pandas, and the creation of opportunities for social interaction, are some of the features making this project quite appealing to the general audience. Many marketing experts long ahead have recognised synergism and originality as important concepts behind the introduction of a good marketing strategy the incorporated effect of each effort would force the marketing communication to become more effective (Laurie & Mortimer, 2011). In this w ay, originality and creativity can enhance the brand image and popularity of companies that consider the importance of endorsing those concepts (Kelm, 2011).Communication, particularly if it is done in an original manner, also represents a significant driver of marketing communication activities. Communication, as seen in the paper panda project, is a fundamental element which allows the creators of the project to connect with the audience (Duncan & Mulhern, 2004). This but occurs through communicating of ideas and seeking to establish particular perceptions of these original paper pandas introduced in a quite creative way. With the rapid development of engineering science, modern organizations can utilise different communication channels to attract a significant number of customers. As mentioned, the role of social media platforms is important in the process of facilitating organisational communication (Kelm, 2011). The creators of the paper panda project have obviously ensured the creative application of a relevant marketing planning platform in a direction of expanding the positive impact of communication on all stakeholders (Ng, 2014). Communication has a strategic role in contemporary organisations. It is important to emphasise its priority of expanding particular marketing activities through the development of diverse communication channels. The emphasis is to deliver a consistent and properly structured message about the original project.Creativity is basically the application of better ways of lick organisational problems. The ability of an organisation to change in the environment provides the degree of elasticity and adaptability in all kinds of situations through creativity (Laurie & Mortimer, 2011). Originality means that a company has promising financial prospects that will ensure increase in profits. It means that whatever changes occur in the market, the company will continue to grow by providing the required services, hence increasing its market share and in the end have high revenues. Thus, originality and creativity can be used as adequate measures of performance as related to the paper panda project (Ng, 2014). It is important to mention that this project is quite flexible and has produced the necessary positive effects that original and creative projects usually produce in the audience.This paper discussed the role of originality and creativity, which have been indicated as essential principles of a good marketing strategy (Duncan & Mulhern, 2004). Details about the paper panda project have been provided, as this information was closely related to the dimensions of originality and creativity (Kelm, 2011). The paper focused on explaining how the paper panda project ensured the use of originality and creativity in the sense that no one has ever done a similar project. In conclusion, the success of this project points out that marketing managers have demonstrated the implementation of a proper marketing strategy com bining the dimensions of originality and creativity.ReferencesDuncan, T. & Mulhern, F. (2004). A white paper on the status, scope and future of IMC. 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