Development of Solutions for the Marketing Strategy of a Creative Cluster Based on the Application of the “Brainstorming” Technique

Abstract

Subject. Creative industries are a promising area for preserving and creating jobs, developing human creativity, and also have the potential for high added value. In this regard, the development of places of their concentration as creative clusters is relevant, and for this purpose it is necessary to develop effective marketing strategies, taking into account the opinion of the target audience.Objective. To identify ideas for the formation of a marketing strategy for a creative cluster based on brainstorming with representatives of the target audience.Methodology. The author used such research methods as brainstorming, comparison, analysis. The basis of the study was  a  brainstorming session with one of the important segments of the target audience of the cluster — the students. The study involved 74 representatives of the target audience from different regions of the country divided into  three  independent groups.Results. The marketing strategy of the cluster should contain both creative solutions that will allow you to stand out in the market and define uniqueness, as well as popular solutions that will be in mass demand among the audience. As a result of the research, ideas for promoting the cluster were identified and the popularity of each idea was determined. The classification of the ideas received in the course of brainstorming was carried out and the five most preferred types of cluster activity among the target audience were identified. Based on the results of the research, general trends in preferences for the types of activities of the cluster in three independent groups were revealed. As a result of the study, creative ideas were identified that will highlight the uniqueness of the cluster and become the basis of its marketing strategy.