Kansas City Freelance Writer Liz Craig

Imagine a gaily colored pinata swinging over the head of a blindfolded birthday girl or boy. Excited kids are ringed around the child who’s swinging a stick to break it open, giggling in anticipation of a cascade of delicious sweets. But what if the pinata turns out to be empty? Que lastima! Party over.

So imagine the same disappointment over an advertising campaign that cost a lot of money and time but didn’t work. The effort was all por nada. Why? Because even though the advertising looked appealing, it wasn’t based on a well-thought-out strategy. Like the empty pinata, it promised something but didn’t deliver. So I say –

Creativity without strategy is an empty pinata.

A creative execution without a sound strategy behind it won’t earn the best results for a client. It might win the creative team an ad show award, but if that’s the goal, is the advertising doing what the client needs? Or is it only designed to break through an out-of-town Associate Creative Director’s early-morning stupor on judging day, so s/he will notice a clever, cute, or outrageous piece?

There’s nothing wrong with awards, of course. I’m proud of the handsome Omni Best of Show award (bookend) on my office shelf. But I’m much prouder of the great results I’ve gotten for clients with strategic marketing and advertising. Like the following:

• A manufacturing company client whose multi-media campaign earned them a 1400% return on their investment

• An insurance company client whose three-part direct mail campaign went 400% over goal — after the first mailing

• A full-page newspaper ad that drew 150 applications for 12 positions with a KC company opening a new office in Jefferson City, MO

I can help you achieve your business goals — via the strategic application of creativity.

Call me now, and let’s get started. ‘Cause nobody wants an empty pinata.

Phone: 913-236-7595
Email: liz@lizcraigwriter.com