Have you ever had a client or boss say something like this:
I just need a logo. Nothing crazy, but it grabs your attention, makes you look twice. Can you have it by tomorrow?
What some people don’t understand is this: The process of doing is different than the process of creating.
You see, if while he’s talking to me, I start to see a concept in my head of something I want to try, or have a style I think would work for the project – it probably wont take too long. However, if I’m drawing a blank when it comes to the potential look of this thing it may take days!
Color, style, size, and shape are all elements that have to be taken into account, and once you have a concept in your head, you can move forward, but you can’t just pull a creative concept out of wang chung, right?
Creative Inspiration
It’s not like a budget or spreadsheet where you just start adding the numbers in front of you, or even drawing a subject in your studio. You have the elements you need right in front of you with those.
When you create, you have to have inspiration.
A couple of years ago, I was meeting with my boss about the upcoming year’s marketing plan. For years, they’ve been working on getting the word out about Cornerstone. He joked that it was the best kept secret in Des Moines.
The joke, of course, being that in marketing you don’t want “best kept secrets.” We needed something different, something out-of-the-box. I mentioned that we needed to stop marketing like a church, because after all, Church Marketing Sucks.
We needed a “Blitz.”
Team Blitz
Where else can you experience the most marketing in the country… all in one place? You got it: The Mall of America.
So we took 7 other members of our Creative Team on the 3.5 hour drive to MinnesOOOta for a Creative Team Blitz.
Why would we drive 3.5 hours to a mall? Well, it’s not just any mall – It’s the Mall of America! So not only were we seeking creative inspiration, we were being patriotic–right?
If you’re not anywhere near the MOA, you can go to any big attraction site, they all spend millions on marketing – be creative.
The Objective:
We hoped to gain creative inspiration through immersing ourselves in the “Marketing Jungle” that is The Mall of American. We will NOTICE EVERYTHING. Gathering photos displaying the marketing techniques of corporate giants in order to inspire, and eventually enhance our message of Christ presented by *insert your church name* by leveraging pop culture.
The Rules:
- Break the group into teams of 2-4.
- Give each team a digital camera.
- Take photos of ANYTHING that catches your eye. (product tags, logos, store fronts, posters, branding, product tables or displays, even where things are located in stores to encourage spending, etc…) This is a RECON Mission!
- Meet 2 hours later for food. While the eating, have the photos developed and put in digital form on a CD.
- Find a table large enough for the group, and throw the photos on the table.
- Discuss how some of the techniques you’ve captured can be leveraged in/outside your church to grab people’s attention.
The Outcome:
This trip is designed to get people out of their box. It’s designed to tear down what people think they know when it comes to marketing, and its place in the church. To broaden their concept of how we tell people about our message.
Do not get me wrong; Our mission is to go out into all the world, where people are, to BE Jesus to people. I, in no way, am saying that our missional goal is to have people come to us.
However, there is absolutely nothing wrong with creating an atmosphere where people feel comfortable in your church environment, and there is also nothing wrong with leveraging these techniques in your external public relations.
These techniques, in the church setting, are not used to maximize dollars – they’re used to maximize the experience and message.
Enjoy the Blitz!
Kyle Reed says
Great excercise of creativity and it would be fun as well.
Nate Beaird says
I didn’t know some of the people on the trip, and have become very good friends with them! It’s nice to go experience that with some cool peeps!
Jared says
great post! I try to head out to New York ones a year or so just to recharge the creative juices and get inspired.. wish I could do it on specific projects haha…
Nate Beaird says
I would love to get out to New York! I’ve never been there. That may take a FEW days to cover! Haha…
mike brennan says
I live close to NYC (long island) & yes sometimes it’s like overload the senses – there’s so much to look at / experience. I try to get in at least once a month or so. There is something to be said to surrounding yourself in a place that is inspirational creatively.
BTW, best line of the article – “…but you can’t just pull a creative concept out of wang chung, right?”
Nate Beaird says
Haha! I’m glad it was appreciated!
Nate Beaird says
There’s a lot of things that can be pulled out of wang chung…a creative concept is not one of them!
greenhornet79 says
I’d love to do that. Unfortunately I live 4 hours from a big city (in any direction). Maybe I’ll make a trip this summer.
Surfing product websites also helps.
Nate Beaird says
If you can make it a “Big Deal,” you’re more likely to get more peeps to go with you! I just read on Seth Godin’s blog, “People like hoopla.” I agree.
Nick Shoemaker says
Great, fresh idea for getting ideas! Oh to be part of a team again!
Thanks for this Nate. 🙂
Nate Beaird says
I’d take you on my team, if you didn’t mind Iowa. Ok, I’ll forget it…
Jeff Jones says
Just a word of warning – many malls / large stores / retail experiences frown heavily on taking photos or video on their property. I have been kicked out of a mall before for photography and videotaping. If your team does this, keep it low key and I recommend making sure someone is in each photo.
Nate Beaird says
No video, takes too long. Just pics…stick and move, Jeff…stick and move! 🙂
Scott Magdalein says
Sounds like a blast, but does (did) it produce tangible results that you wouldn’t have found scouring through Flickr?
Nate Beaird says
Yes, it allowed us to see designs and color schemes that current or just work together, but it also brought us closer as a team. A trip like this will get the creative juices flowing, but when you’re able to combine all the juices for one campaign … it’s priceless. When you’re building teams, and serving together, it’s about more than just finding designs, it’s about building community.