Creative Strategies

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C
S
E
C
Creative Strategies for Effective Communication
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Content
Strategies to find the Idea
Creative Concept
They believe in Change
Event Messages
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Creative Concept
Marketing Strategies
Event Strategies
Event Concept Executions
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Creative Concept
Event Objective

• Brand Introduction
• Brand Awareness
• Inform , Argue , Claim
• Brand Association
• Brand Preference
• Induce trial

• Brand Curiosity
• top of mindness
• Brand Image
• Brand Personality
• Brand Loyalty
• Change Attitude

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Creative Concept
Event Objective
Event Objective ??????????????

• ???? Communication Objective ????????
• ??????????? Marketing Objective
• ???????????????????????????????

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Event Message

• Whats a Target Audience?
• Whats a Target Need?
• What do we try to deliver?

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Event Message
Target Audience

• How to find it?

Segmentation
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???????????????????????????
Segmentation
????????????????????????????
Segmentation
??????????????????????????????
????????? Target Audience
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Event Message
Message Deliver

• Selling Point
• Promise, Key message,
• Differentiation Proposition
• End benefit
• Unique selling point
• Brand image

• Positioning

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Execution idea
i
1. Product Characteristics

• name
• appearance / texture
• performance in use
• availability (or rarity)
• refillable

• how it is made
• country of origin
• ingredient
• packaging

to find the dea
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Execution idea
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2. Product Heritage

• established in
• old-fashioned quality
• founders of the firm
• ad, mascot, color

to find the dea
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Execution idea
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3. Ways of using the Product

• to share
• to give
• to treat yourself

to find the dea
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Execution idea
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4. Price Characteristics

• better value because it lasts longer
• money-off offer
• its cheaper
• its more expensive

to find the dea
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Execution idea
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5. User Characteristics

• celebrities use it
• experts use it
• the no.1 brand (most people use it)
• exclusive (only a select few use it)

to find the dea
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Execution idea
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6. Satisfying psychological / Physiological needs

• thirst, hungry, sex
• social status
• self-confidence
• being a good mom, wife, husband

to find the dea
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Execution idea
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7. Image Characteristics

• high quality
• good value
• friendly
• contemporary
• etc.

to find the dea
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Execution idea
Execution Idea ??????????????

• ????????????????????????????????, ??????
• ???????????????
• ??????????????????????????????????
• ?????????????? Single-minded
• ??????????????????? inspiring

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Execution idea
Execution Style

• talking head, pitchman
• presenter
• character cartoon, mascot, animal
• product approach
• user approach
• others musical, vignettes, drama
• etc.

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Execution idea
Execution Style
product approach

• demonstration
• torture test
• symbol
• metaphor
• surprising fact
• comparison

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Execution idea
Execution Style
user approach

• testimonials
• celebrities, expert, most prople, selected
  few
• problem-solution
• slice of life
• disadvantage of non-user

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Execution idea
Execution Style
how to recognize BIG idea

• David Ogilvy ask yourself 5 questions
• Did it make me gasp when I first saw it?
• Do I wish I had thought of it myself?
• Is it unique?
• Does it fit the strategy to perfection?
• Could it make the word of mouth?

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Do you believe in CHANGE ?
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Client VS Creative
Thinking of creative company
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Client VS Creative
Thinking of creative company
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Client VS Creative
What they all have in common! They dont want to
be the same
They believe that one product cannot last forever
They believe in CHANGE
They do the continuous product development
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Product Lifecycle
3 Maturity
4 Decline
2 Growth
1 Introduction
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How can we make the creativity for product!!!
Good marketing starts with good products
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Buying COSMETICS
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Beauty, remedy, protection, prevention, etc.
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Beauty Advisor
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My dreamPrincess
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Thanks
you