A creative idea may be a good one, but it may not be a good one for your objective. One historical example of this is the Taco Bell chihuahua. Many people still say "Yo Quiero, Taco Bell" whenever they think of the fast food chain, but being affiliated with a pint-sized dog is not necessarily the best image for a restaurant of any kind.
It created awareness, yes, but it didn't result in the increase in sales the company was looking for, and thus ended that marketing campaign.
So how does that apply to your job? When you thinking of ways to reach new audiences, follow these steps:
-Always keep your objective(s) in focus.
-Think like your target audience. Place the information where they will find it in a way they will absorb it.
-Make certain you are not offending anyone.
-Keep the creativity, but set limits. It's okay to push the limits, but not to exceed them.
To quote this marketing resource:
Because marketing decisions have both internal and external impact, marketers are wise to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how these affect others and the resources (e.g., funds) required to carry out the plan.
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