Illuminating Marketing Blog

Building a marketing  campaign combines a lot of moving pieces. You need to know who you're targeting, You need to know how you're going to reach them (outdoor? print? broadcast? internet? some mix thereof?) Most importantly, you need to know what you're going to say to them.

Creative is the part that hangs up a lot of marketers. You know how you want to talk to your potential customers, you just haven't quite nailed down  what you're going to say.

A fantastic tool in the hands of smart marketers is stock images. Places like Corbis and Getty Images allow you to search for imagery that matches just the mood, idea, product or services you're interested in so that you can place those images in your marketing.

Just make sure that when you choose an image, the image you choose isn't one that's already being used everywhere. Such was the case for Jennifer Anderson, who's images have shown up in ads for competing computer companies, travel systems and on books. So many places that she's now called The Everywhere Girl.