Today I want to talk to you a little about the creative industries and the orange economy; basically it’s about creative, cultural and artistic products and servicescos.
This concept was created in 1997 in the UK. Some of the industries that are considered in these categories include music, visual art, print media, video games, marketing, crafts, and even gastronomyamong others that give the user an experience beyond owning an object and provide an apparently ephemeral or intangible benefit.
And it is that intellectual capital and talent are things that not only have value for what they are in themselves, they can also be valued in money, since those who exercise these talents have also invested in preparing themselves and not everyone can do what they .
The creative industries and the business world
Perhaps you have heard that there are people who charge for what they know and not just for what they do. Many times we see wonderful creative work that looks so easy and we say, “Why are you charging for that when it looks so easy?” That’s just the point, creative people make things seem uncomplicated, when, in reality, not everyone can do them, and that costs.
There is no doubt that every day the creative industries and the orange economy acquire greater relevance in the business world, since different governments have promoted activities in artistic education, cultural heritage, tourism and creative entrepreneurship, precisely because they have realized the value that they represent as a nation’s patrimony and see them as another way to generate money, because we must not lose sight of the fact that even though a company is based on creativity, it is not without economic expectations.
Many entrepreneurs have dabbled in the opening of companies in these areas. Today, there are very successful companies, such as Airbnb, Spotify, Cirque du Soleil and TED, among others, that have become part of our daily lives, and for this very reason we trivialize them, but they are incredibly original ideas.
The best way to grow a product or service of this type is based on designing or modifying the strategy for market growth and creating exclusive and innovative campaigns that manage to communicate your basic promise to the target audience.
niche industries
It is very important that, if it is a company based on creativity, the campaign that promotes it is at the level of that talent. You can’t have a super hot product with a really boring campaign.
Because these industries are especially aimed at small segments, or niches, and because they are about revolutionary ideas, in many cases that niche does not really exist, you have to create it and, to a certain extent, get people to open their eyes and their minds to break their paradigms and receive that breaking point in a good way, which is why the strategic approach of companies is very relevant in order to develop a successful market. But today we can see how these companies have become massive, that is, it is possible for the muses to become millionaires.
The starting point is to perfectly master the world you want to enter. This means knowing the industry inside out, substitute products, uses, applications, how to use it, the evolution of services, competition and, above all, estimating business trends. That is, build a scaffolding around the structure that we are raising, so that it does not collapse.
Communication, pillar of the creative industries
It is important to develop a strong brand that allows you to convey the image of a creative product in a creative way.
In this type of industry, the way in which you communicate the benefits of your products or services is also relevant, considering that said communication must be persuasive and convincing in order for your customers to perceive it as real and true, empathetic, that it has to do with them and that they are willing to make it part of their life.
A creative company focuses mainly on developing experiences and generating positive sensations in its clients, applying strategies in which artists and creatives interact to consolidate the message. It is necessary to appeal to that emotional point capable of moving us as human beings, regardless of the sociocultural context.
Of course, these types of companies use digital marketing to a great extent, either through social networks, marketplaces or different electronic media to increase the reach of their message in the short term.
Creative companies have a lot of interaction with their target market through service surveys, focus groups, word-of-mouth information gathering, and customer feedback through different media.
What is important is the ability of these companies to continually shape their strategy and thereby facilitate business growth. The modern world is built, to a great extent, with an action-reaction structure, that is, generating a bullet at a certain moment, and that is fine when it comes to a media campaign, or a temporary issue, but where Is the future left if we continue living in moments?
The orange economy and finance
It is also necessary to think about tomorrow, about a structure that watches over a greater goal, about a great work beyond the sigh, beyond having money now and seeing what happens next year.
We live in the culture of the immediate, where creative acts last 30 seconds in a video, but the reality in business is not like that, here you also have to think about the tangible, about finances.
Not because your product or service is an experience based on inspiration do you stay in poetry; also think in numbers, lest the muses fall from the clouds due to lack of liquidity.
- The author of this article is Alex Bobadilla, an expert in Entrepreneurship, Sales, Marketing and Leadership.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.