7 Ways Marketing Executives Can Manage The Creative Process

Posted by Michael Auer on Mar 20, 2018 9:50:56 AM

7 Ways Marketing Executives Can Manage The Creative ProcessGetting the most out of your team. That is the primary goal of any marketing manager, director or CMO. Since the internet has given everyone a voice, the creativity of marketing campaigns plays an even more integral role in your ability to make an impression. Managing the creative process involves working with creative people. An Entrepreneur article notes three elements needed to build creative genius in the workplace; curiosity, outward thinking and positivity. Getting there requires several steps.

1. Manage Free Thinking

“"Not every new idea is worthy of consideration," said (Teresa) Amabile, but overly criticizing new ideas and the people who brought them forward, and imposing a cumbersome, multi-layer evaluation process discourages the presentation of new ideas. Negativity for the sake of showing depth and authority is devastating.” – Inc.

Creative people can be easily stunted when the ideas they present either fail to be considered or are written off without constructive feedback. Encouraging people to be creative and innovative is not as simple as asking for their opinion. Knowing that they have the ability to voice their thoughts and address issues of concern without repercussion is necessary for productive collaboration and the creative process as a whole. Without this your team will be reluctant to bring their ideas to the table.

2. Flexible Work Schedules

“Studies have consistently shown that flexible schedules lead to higher rates of overall productivity and higher job satisfaction, When workers aren’t fixated on precise punctuality, waiting out the clock, or rushing back from lunch, they have more time to decompress and land naturally on abstract solutions.” - Entrepreneur

Flexible work schedules can take many forms, from unlimited vacation to work at home opportunities, all geared toward allowing your team to manage their time and productivity on a personal level.

3. Creative Aesthetics

“People who work in environments that incorporate natural elements report a 15% higher level of wellbeing, 6% more productivity overall, and are 15% more creative. “ – The Guardian

A relatively small investment in the décor in your office to include natural elements such as plants, water and even animals can bring about a significant boost to your creative atmosphere. Musical instruments, paintings, poster and sculptures can also encourage the creative process.

4. Collaboration

“Collaborating with creatives who have a similar mindset but different skills or experience can directly benefit you. A team member with more in-depth knowledge, previous experience with a specific task, another perspective on a situation requiring problem solving, or even just a new shortcut in your favorite software, can teach you new information in practice, while you and others are applying it together in real time.” – Cogswell College

Truly productive collaboration requires making it a priority and getting the right people together. Sometimes people naturally click during the creative process and ones shortcomings are another's strengths. Encourage different groups and pairings on projects to determine who works well together. This will bring about diverse, distinct and well-developed creative ideas.

5. Experiences

“Kolb defined learning as a human adaptation process. “It is a process whereby knowledge is created through the transformation of experience”” – Journal Of Technology Education

In order for people to be creative they need to learn by experience. Sitting in on sales calls, attending trade shows and understanding the goals of your business are all ways to educate your team and give them a knowledge base on which to build their creative ideas.

6. Resources

“Of the 7 Immutable Laws of Innovation, the Law of Resources tells us that innovation requires a long-term and protected commitment of resources. The extent to which a company dedicates their resources is a direct reflection of the importance that C-suite executives place on innovation.” – Phil Mckinney Blog

Resources can range anywhere from software, new equipment, subscriptions, connections, team members, time, partnerships, access to meeting rooms and any other tool conducive to the creative process. Making these readily available is essential in evaluating the effectiveness of a campaign or an employee.

7. Value Creativity

“While there’s no recipe for creating the ideal innovative environment, we can all take proactive steps to ensure that ideas are welcome, personal risk-taking is encouraged, and creativity is valued in our employees and throughout the workplace.” – Huffington Post

Show that creativity matters at your organization by investing in the tools vital to the creative process. Reward those that bring ideas to the table with advancement opportunities, financial incentives and recognition. You can’t necessarily buy creativity, but you can invest in an environment conducive to its foundation.LEARN MORE

Topics: Marketing