The Creative Marketing Strategy Your Business Needs
As business owners, we spend a lot of time trying to crack the code on what captures attention and keeps customers engaged. But sometimes, the best marketing insights come from the most unexpected places—like watching my toddler rediscover his old toys.
A few weeks ago, my wife Rachel and I were setting up a new crib for our baby when our older son, Lincoln, stumbled across a box of toys we had stored away. It was like Christmas morning all over again. He was completely captivated, running back and forth, examining every piece like it was brand new. Some of these toys he hadn’t touched in months, others he had barely noticed before. In that moment, they were the most exciting things in the world to him.
It got me thinking—why was he so enthralled? The answer was simple: novelty. The toys weren’t new, but they felt new. And that, right there, is one of the most powerful principles in marketing and business.
The Power of Novelty
In marketing, standing out is everything. Businesses spend millions trying to cut through the noise, but the truth is, you don’t always need to reinvent the wheel. Sometimes, adding a touch of novelty can make all the difference—presenting something familiar in a way that feels fresh and relevant. This is the foundation of creative marketing strategy—taking what works, infusing it with newness, and making it feel exciting again.
The Role of Novelty in Marketing
Take the world of digital marketing. Every few years, a concept that’s been around forever resurfaced with a new name and a slightly different spin. Recently, I saw a marketer launch a massive campaign around something called a “slow funnel”—a new term that had everyone talking. But here’s the kicker: it was the same strategy that’s been around for 15 years under a different name. People were eating it up because it felt new.
The same thing happens across industries. Think about the Instant Pot. Pressure cookers have been around for generations, but they weren’t exactly flying off the shelves. Then someone decided to reposition the product, adding an electric component, emphasizing safety, and marketing it as an all-in-one time-saving kitchen appliance. Suddenly, it became a must-have for busy families.
Hollywood plays this game all the time, too. Remakes of old movies tap into nostalgia while making them feel fresh for a new audience. Some work incredibly well (others, not so much), but the principle remains the same: take something familiar, introduce a fresh twist, and watch people engage with it like it’s brand new.
How Businesses Can Use This to Their Advantage
As business owners, we should be asking ourselves: How can I make what I already do feel new? You don’t have to overhaul your entire business model or develop a groundbreaking new service to stay relevant. Sometimes, a shift in messaging, a rebrand, or a fresh perspective is all it takes.
Here are a few ways to apply this principle in your own business:
- Reframe Your Offer: Maybe you’ve been selling the same product or service for years. Can you reposition it to appeal to a new audience or highlight a different benefit?
- Update Your Messaging: If your ads, website, or social media posts have started blending into the background, it’s time to refresh them. Change up the visuals, tweak the wording, or introduce a new campaign.
- Create a New Experience Around the Familiar: Think about how Disney theme parks continually update rides and attractions based on classic movies. They don’t replace the essence of what works—they enhance it.
For more insights on how creative marketing strategy can help businesses stay relevant, check out Episode 54 of the Babies and Business podcast, where we dive deeper into how businesses can reinvent their marketing approach without starting from scratch.
The Bottom Line
My son didn’t need brand-new toys to be excited; he just needed to see his old ones in a new light. That’s exactly what great businesses do. They find ways to take what works and make it feel fresh and exciting again.
If your marketing feels stagnant, or if your audience seems disengaged, take a step back. Look at what you already have, and ask yourself: How can I make this feel new again? Sometimes, the answers are right in front of you—just like a box of forgotten toys waiting to be rediscovered.
What’s a product or marketing concept you’ve seen rebranded or repackaged in a way that made it feel brand new? Let’s chat in the comments!
