Dave Trott flew all the way from London to the Serbian ski resirt Kopaonik to take part and hold the keynote speech at the biggest regional blogging conference Blogomanija. This year’s blogomania is all about creativity, high quality content and story telling, and Trott made some interesting remarks on what creativity is and how you can use it to your advantage.
Just in case you are not up to date with Trott’s bio, he was born and raised in East London and educated at the Pratt Institute in New York, where he made his first steps in the advertising industry during the seventes. Since the he’s won the prestigious D&AD President’s Award 2004, founded several succesful marketing agencies, including GGT which was pronounced the most creative agency in 2011. He is also the founder of Predatory Thinking approach, and in his keynote speech, he pointed out how advertisers can use creativity to their (predatory) advantage.
Creativity – The Last Legal Unfair Advantage
The first thing we have to ask ourselves, Trott marked, is what is creativity? Everybody is a creative something these days, he said. There are many people calling themselves creative who are actually stylistis. What creativity actually is, is the last legal unfair advantage we can take to run over the competition.
In advertising, and in life, you can only give 100 percent, Trott explained. If you want more than that,you will have to take that extra from someone else. That may be a problem, because it is hard to take that extra in marketing, and to take it from your competitors, who might be bigger than you and have better budgets. When you hit a wall like that and find yourself facing a problem you cannot solve, Trott advises, you have to go upstream and find the problem you can solve.
Trott himself was raised in East Lodon and went to art school NY- both good places to get street-smart, he says. Thats what you have to do in advertising to, be street smart to get better than everybody who is smarter, better, stronger, richer than you. You can’t play by their rules and win, you have to get creative and change the game.
The Consumer is the Media
When it comes to advertising, you have to think about what media you have at your disposal. In advertising people think about „media“ the press, television, digital, social media- but those are just communication channels and they change with time. What doesn’t change is the consumer- the consumer is the core media, the one who shares, who makes things viral.
Trott believes that in marketing you have to learn about the consumer, the person, and what your consumers have in common, the simple timeless human truths. One of those things is the way we think- we are creatures who tend to think in binary oppositions, we group things into things that are similar and things that stand out.
Around 17 billion pounds is spent on advertising per year, and 89 percent of all adverts goes unnoticed or aren’t remebered. We are bombarded with hundreds of advertising messages a day. and if your advert is the same as the others, you only have 1/100 or worse chance of getting noticed. If you dare to be creative, and different, stand out, you no longer have 1/100 chance, but ½ chance because you fall into that special binary category of things that stand out. Be willing to be odd and you will have much better odds.
Advertising is a Conversation With The Customers
You also have to think about how you approach yor consumers. Every conversation you ever had and will ever have has three elements: impact, communication, persuasion, in that particular order. If you have something of impact impact, say something in a language people can understand and you just might persuade soemone. Most of advertising, however, fails to follow that logic and skips the communication part alltogether. Advertising is a conversation with your cutomers, and you shoul treat it as such.
You have to say things int he right way and tell it to the right people– the opinion formers, the ones who will be your media and pass your message forward, to the opinion followers.
These things may sound simple, but simplicity is what works best, Trott noted.