Marketing innovation isn’t about chasing the next big idea. It’s about knowing exactly what problem you’re solving, for whom, and in what context.
At a recent industry event, one of our clients didn’t just want to show up. They wanted to create something that stuck. Not a gimmick, not another branded giveaway—something that actually added value and made their presence count.
CMO’s idea? A newspaper—filled with real insights, industry trends, and expert takes, distributed in spaces where real conversations happen. Something worth reading, keeping, and referencing beyond the event.
But the idea was just the start. Making it work meant thinking through how to turn it into an experience that was useful, memorable, and actually drove impact.
What made it work
It solved a real problem
Innovation isn’t about being different—it’s about being relevant. The challenge here?
Standing out in a competitive space
Creating something that leaders would actually engage with
Extending brand influence beyond the event itself
It fit the moment
Great ideas don’t work everywhere—they work when they’re built for the environment they exist in.
Would attendees have time to read? Yes, but only between sessions—so it had to be concise.
Would they find it valuable? Yes, if it had exclusive insights, expert interviews, and actionable takeaways.
Would they keep it? Yes, if it felt useful beyond the event, not just branded fluff.
It created a moment that lasted
Good marketing grabs attention. Great marketing stays with you.
Placed where it mattered most—where conversations happen
Designed to spark discussion, not just be another touchpoint
Made the brand feel like an industry leader, not just another sponsor
The takeaway: innovation that feels effortless is always intentional
The best marketing ideas don’t just happen. They’re designed, shaped, and thought through. Because creativity without strategy is just noise.
At Tailwind, we don’t believe in innovation for the sake of it. We believe in making every idea work harder.
