Thinking INSIDE the Box
Marketing professionals unceasingly adhere to the old adage, Think Outside the Box. “I should do it…my clients should do it….their clients should do it. We can’t stifle our creativity!” Etc. Etc. Etc. But did you ever stop to consider what that phrase infers?
Thinking Outside the Box inherently prevents us from achieving our common goal – designing a marketing environment that’s cost-effective, aesthetically engaging and functional. You wouldn’t ask a realtor to find you a house without sharing with him your budget, schedule, preferred location and cardinal amenities, right? He’d have no idea where to begin – his scope would be too broad and chances are, a long time would pass before he found you the perfect home.
The same philosophy can be applied to marketing. And experiential marketing at that. We have to think INSIDE the Box if we’re to meet your objectives. If your budget is $30,000, your exhibit house is not going to propose a design that costs $80,000. If you love sleek metallics with a European flair, they won’t utilize a stodgy, corporate palette. If your primary objective is to conference with existing clients, your space won’t be filled with shelving and demo pods.
Marketers need to Think Inside the Box in order to give you what you need. They need a budget, time frame, preferences and marketing objectives.