Creativity

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Creativity

• Chapter 9

Communication
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Creativity Communication

• Today well cover

• Creativity in Marketing
• How Creative Works
• Working in a Creative Department
• Creative Support Systems
• Selling Creative Ideas
• Producing Creative Ideas
• Creative Career Opportunities

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Creativity in Marketing

• What We Create
• Creating Added Value
• Creativity in
• Advertising

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Creativity in Marketing

• What We Create
• Creating Added Value
• Creativity in
• Advertising
• Public Relations

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Creativity in Marketing

• What We Create
• Creating Added Value
• Creativity in
• Advertising
• Public Relations
• Sales Promotion

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What We Create

• We Create Ideas
• A new combination of previously existing
  elements
• We Create Brand Equity
• Something that sticks to the Velcro of the
  brand

• Example Whassup?

• Example Fresh Mex

• We Create Increased Effectiveness
• 113
• We create communication that works better

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Creating Added Value

• Creating Attention
• Example The Need for Interesting Advertising

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Creating Added Value

• Creating Attention
• Example The Need for Interesting Advertising

• Creating Deeper Connections
• Example PR - The Need for Creativity thats
  Newsworthy

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Creating Added Value

• Creating Attention
• Example The Need for Interesting Advertising

• Creating Deeper Connections
• Example PR - The Need for Creativity thats
  Newsworthy

• Creating New Perspectives
• Example Sales Promotion - The Need to Create a
  Sales Increase

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Creativity in Advertising

• Interest in an ad is influenced by
• Surprise (Good)

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Creativity in Advertising

• Interest in an ad is influenced by
• Surprise (Good)
• Information (Better)

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Creativity in Advertising

• Interest in an ad is influenced by
• Surprise (Good)
• Information (Better)
• Benefits (Best)

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Creativity in Advertising

• Interest in an ad is influenced by
• Surprise (Good)
• Information (Better)
• Benefits (Best)

• How about All 3?

• Example Surprising information tied
  into VW benefits.

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Creativity in Public Relations

• Example PR Like a Virgin
• Richard Branson understands that the media
  doesnt get many interesting photos

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Creativity in Public Relations

• Example PR Like a Virgin
• Richard Branson understands that the media
  doesnt get many interesting photos

• Here, he promotes a book which promotes his
  brand

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Creativity in Public Relations

• Example Harley-Davidson - Happy 95th

• Every year, every company has an
  anniversary.
• Creative PR can make it something special

• All brands have ads
• Good PR about those ads adds extra value
• But it has to be newsworthy!

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Creativity in Sales Promotion

• A Creative Approach can provide an added
  reason to buy - on top of the Incentive!

Free
Save
Win
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Creativity in Sales Promotion

• A Creative Approach can provide an added
  reason to buy - on top of the Incentive!

• Win

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Creativity in Sales Promotion

• A Creative Approach can provide an added
  reason to buy - on top of the Incentive!

• Win/Free

Apple Macintosh Free Trial Offer
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Creativity in Sales Promotion

• A Creative Approach can provide an added
  reason to buy - on top of the Incentive!

• Win/Free

Schilling Pepper Free Sample Offer
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Creativity in Sales Promotion

• A Creative Approach can provide an added
  reason to buy - on top of the Incentive!

• Win/Free/Save

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Building Brand Value

• Creativity Can Build Brand Values
• It can Reinforce Existing Feelings

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Building Brand Value

• Creativity Can Build Brand Values
• It can Reinforce Existing Feelings

• It can Create New Feelings and Attitudes

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Building Brand Value

• Creativity Can Build Brand Values
• It can Reinforce Existing Feelings
• It can Create New Feelings and Attitudes

• It can Add Image and Imagery

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How Creative Works

• Effective Creativity persuades
• Three Cornerstones of Persuasion
• It connects to the Target
• It communicates the Benefit
• Effective Creativity gets to Yes
• The Closer
• It gets you to Just Do It

• When it works, Creative is

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Effective Surprise!
Effective Surprise!

• It could be a Big Surprise!
• The AHA

• I never thought of it that way before

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Effective Surprise!

• It could be a Big Surprise!
• The AHA

• I never thought of it that way before

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Effective Surprise!

• It could be a Small Surprise

• The Oh yeah!
• Thats just the way I feel

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Effective Surprise!

• It could be a Small Surprise

• The Oh yeah!
• Thats just the way I feel

Example McDonalds
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The Creative Department

• The Players
• The Creative Team

• The Process
• Creative Collaboration
• The Product
• The Creative Concept...
• Turned into an Ad
• The Result -

Creative Communication
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The Players

• The Creative Team

• Writer/Art Director
• Create Selling Concepts

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The Players

• The Creative Team

• Writer/Art Director
• Create Selling Concepts

California Milk Advisory Board
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The Players

• The Creative Team

• Writer/Art Director
• Create Selling Concepts

California Milk Advisory Board
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The Process

• Creative Collaboration
• The Assignment
• Informal (or formal) group meeting
• Heres what weve got to do.
• Tools may or may not be ready
• Collaborative Thinking
• BrainStorming
• Thinking Together
• Until THE CONCEPT.

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Creative Support Systems

• Almost every agency has a set of intellectual
  tools to help them solve advertising problems.
  Like

• Target Sketch
• Consumer Insight
• Brand Character Capsule
• Creative Action Plan

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Target Sketch

• Helps Target Come Alive
• Helps in one-to-one communication

• Dont think of people in the mass. That gives
  you a blurred view. Think of a typical
  individual, man or woman, who is likely to want
  what you sell Claude Hopkins

• Helps in a critical task - talking to people who
  are not like you.

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Consumer Insight

• This often means
  a breakthrough!
• Lisa Fortini-Campbell notes the breakthrough is
  when the consumer breaks in to your message and
  says This is about me.

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Consumer Insight

• Example Baby Clothes

• Need to add reason-why to emotion to
  justify higher price point

• Style plus functionality for babies
  and moms
• To Mom, it says we understand

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Consumer Insight

• Example Tires

• Why should I buy Michelins?

• Example Crackers
• Why do I need Uneeda?

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Consumer Insight

• Example Tires
• Why should I buy Michelins?

• Example Crackers
• Why do I need Uneeda?

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Brand Character Capsule

• describes what the brand stands for in terms of
  consumer perception
• Usually the result of extensive research
• Describes values that the advertising (marketing
  communication) will reinforce.
• Useful decision-making tool
• This is us/This isnt us

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Creative Action Plan

• Different Names at Different Agencies
• Common Characteristics
• Target Description
• Communication Objective
• Product
• Benefit
• vs. Competition
• May have other Sections
• Example Key Fact and Problem the Advertising
  Must Solve (YR Creative Work Plan)

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Creative Action Plan

• Client
• Target
• Competitive Snapshot
• Old/New Thought
• Main Claim
• Support
• Tone
• Added Tools

Creative Action Plan Client Target Competitive
Snapshot Old/New Thought Main Claim Support Tone
Added Tools
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Now

• Its time to think of that Big Idea

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Creating Ideas That Sell

• 1. Connect with Your Target

• Example Federal Express understood the intense
  pressures faced by todays business people.

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Creating Ideas That Sell

• 1. Connect with Your Target
• 2. Understand The Brand

• Example VW knew that small could still be
  powerful.

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Creating Ideas That Sell

• 1. Connect with Your Target
• 2. Understand The Brand
• 3. Beat The Competition

• Example Southern Air didnt have First Class

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Creating Ideas That Sell

• 1. Connect with Your Target
• 2. Understand The Brand
• 3. Beat The Competition
• 4. Solve The Problem

• Example They couldnt create Milk ads that were
  interesting!

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Creating Ideas That Sell

• 1. Connect with Your Target
• 2. Understand The Brand
• 3. Beat The Competition
• 4. Solve The Problem
• 5. Make it Memorable!

• Alka-Seltzer!

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However

• After you think of it, then you have to sell it

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Selling Creative Ideas

• Presentations Need Planning
• A Good Presentation Format
• Present Problem/Assignment
• Unique Interpretation of Problem
• The Insight is introduced

• The Reveal
• Be ready for questions, comments and criticisms

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However

• After you sell it, then you have to produce it

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Producing Creative Ideas

• Now other specialized professionals and
  suppliers join the creative team.

• Print Team Members
• Electronic pre-production
• Art buyers
• Photographers
• Illustrators
• Printers

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Producing Creative Ideas

• Now other specialized professionals and
  suppliers join the creative team.

• Radio Team Members

• Voice Talent
• Announcers
• Actors
• Singers
• Composers musicians
• Recording Studios Engineers

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Producing Creative Ideas

• Now other specialized professionals and
  suppliers join the creative team.

• Television Team Members
• Agency Producers
• Production Houses

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Producing Creative Ideas

• Now other specialized professionals and
  suppliers join the creative team.

• Television Team Members
• Agency Producers
• Production Houses

• Directors

• Actors

• Editors and Post Houses.

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Producer Responsibilities

• Budget
• Bidding
• Approval
• Staying on Budget
• Schedule
• Production Quality

• Cost Items
• Talent/Director payments,
• Props (may need client approval)
• Wardrobe, make-up, styling, etc.

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Creative Career Opportunities

• Every day, the marketplace creates new jobs, and
  new companies - here are two more places a
  creative person might look.

• The New Targeting
• Direct Mail Direct Marketing
• The Great Space Race
• Public Relations
• Event Marketing More

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Creative Career Opportunities

• The New Targeting
• Direct Mail Direct Marketing

• Growing strong - including the Internet
• Technology generating new opportunities
• More ways to connect with targets
• Newer, better, and less expensive ways to handle
  data and message delivery
• Evolving toward more interaction and more
  personalization

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Creative Career Opportunities

• The Great Space Race
• Public Relations Event Marketing

• Supply media newsworthy info
• Press Releases
• Press Conferences
• Supply info directly
• Newsletters, brochures
• Annual Reports
• Issue Advertising
• Events Experiential Marketing

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PR - The Great Space Race

• MPR (Marketing Public Relations) is critical for
  new business start-ups.
• Free press more affordable than paid ads
• Good press often needed for investors
• PR is a Creative Profession
• Account execs have to be creative - deal with
  leads to stories and react quickly to changing
  circumstance.
• New Event Marketing opportunities are Local,
  National, and Global

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In Conclusion

• Whatever you do, youll do better with a little...

Effective Surprise!
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Questions Discussion