Creative that fits

Marketing insight

The crafting of the Imagic brand. How did Imagic become known for it? What does it mean to you?

There was a time where many marketers employed the “spray and pray” method. Send it out, cross fingers and hope for the best. I’ve always been big on making sure that the communications we develop for our clients will fit and connect with their customers. While creativity is at the heart of  everything we do, we have learned to control it. It’s a bit like a throttle… some clients need it full tilt, some don’t, or like good jazz, less is more… less clever notes are more powerful and appropriate to create a certain mood or feeling. 

We have a diverse range of clients, selling everything from fun lifestyle products in a crowded market place to professional services that need to get complex information across in a simple and trustworthy manner. You don't want to be a clever bastard with some audiences. The creative throttle needs to be used rationally and you have to know who you are talking to.

  • 1

    Knowing how hard to twist the throttle starts with:

    Understanding the client and their audience intimately.

    We conduct a brand audit. Where are they now, where do they want to be and what is the current brand narrative?

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    What’s the mission and vision?

    Great brands start from the inside out. You can’t tell a cohesive story if everyone is on different pages.  We work with the whole team, not just the decision makers to forge a mission and vision that resonates with everyone. 

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    What’s the current brand awareness? What’s missing?

    Part of the brand audit process is to analyse the current market situation. Perform SEO health check on the web collateral. Research competitors. Talk with existing clients. Find out where your brand sits on the food chain. 

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    You need to really know your target audience.

    Part of crafting creative that fits is being laser focused when it comes to targeting. We can’t be everything to everyone. We define the target market so we can picture the people we are talking to and craft brand messaging that addresses their pain points and compels them to act.

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    Walk in their shoes. Know what they are thinking. Find out what motivates them.

    We get to know the target audience. Research their behaviours. Collect data on their spending habits. This data helps us to go to market confident that our messaging is on point.

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    Educate them on why the product or service is the right choice.

    By crafting a refined messaging ecosystem, our brand story unfolds in a way that our target market learns the key information and knows hows to use it. We take them on a journey and give them the answers they need, when they need it in order to make an informed decision. Empower them with knowledge. Let them know your product or service is the right fit for them.

Creating creative that fits is about gathering intelligence both emotional and logical; using just the right amount of head and gut to deliver tailored brand stories that keep our clients relevant, top of mind and their customers coming back for more.

Paul Fairbairn