The surest way to end up with a lackluster marketing campaign is to push ahead with an uninspired idea just because the Funding Corp wants to see something soon. Being inspired by your own ideas motivates you to work harder and be more creative with the campaign than just adopting any old idea that was tossed your way. If you're under a deadline and you need an idea, you can't afford to wait for inspiration to come to you. You have to go out and find it. Here are some places to look.
The Business
Return to the root of the issue and make a visit to the business you're meant to be promoting. Hang around unobtrusively and watch the customers, the staff, and note any patterns to see if their movements and practices trigger any great ideas. You might see a particularly happy reception taking place in Oakville banquet halls that inspires you to create a family based campaign, or a particularly smiley waitress that inspires you to promote the place as friendly.
The Competition
Review the advertising campaigns of your client's major competitors, and maybe even some of the minor ones too. What angles are they taking? Is there a way to counter or better their efforts? What would you have changed about their campaign if they were your clients? Sometimes even seeing a bad ad for a Mississauga airport limo can give you an example of what not to do and inspire you to strive for something better.
The World
Go for a walk down the street. Make a visit to the zoo. Sit in a coffee shop and chat up the other patrons. Jog around the dog park and watch the mutts with their owners. Inspiration can come from the oddest sources, so sometimes just leaving your condo at 18 Yorkville can expose you to it. Scrutinize the world with new eyes - the traffic lights, the signs, the people, the shops. Keep your mind open and don't be afraid to mull over any ideas that seem stupid at first.
The Daycare
If you're really having trouble thinking outside the box, go visit your relatives' children in their homes or visit a local school (with their permission of course). Bring some of the product with you and ask the kids what Lofts Toronto makes them think of. Kids say the darnedest things, and one of them might spark an idea in your mind.
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