Marketing flourishes with reinvention and innovation. The competition is fierce for the sound bite length of a consumer’s attention…and that sound bite determines the success of failure of a campaign.

 

As a student of marketing, I make an effort to learn as much as I can from the marketing industry. Several of my peers and I went on a tour today at The Designory, an interactive marketing agency whose broad range of clients include Infiniti, Universal, and Fatburger. Located in downtown Long Beach, the drive there was a bit hectic due to crowd attracted to the Toyota Grand Prix. However, the tour of The Designory made up for all of it.

 

Within those four stories of marketing goodness, it’s difficult to tell the state of the outside economy. When I spoke with Eric, the “talent scout” of the agency, he made a point to emphasize that it was due to good communication and great customer service that sets Designory apart from their competitors. Furthermore, innovative techniques such as making pamphlets where potential clients and interactively explore a new car brings them ahead of the game. (ie. One of their campaigns for Nissan Cube included a CD that and perforated cards that allowed the consumer to interact with the vehicle in 3D)

 

So all in all, innovation and great customer service goes a long way. A company does not need to spend a lot of money in order to be creative. Do not view hard times and lack of finances as a barrier to creativity, but the foundation for creativity.