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Hello,
FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole
property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2015 Cramer-Krasselt
Experienced Marketers
#IdeasAlive
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This is a workshop about the death of ideas… and how to avoid it.
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KPIs for this workshop
• % Confidence gained to pursue new ideas
• # of future ideas saved
• # of conversations between former strangers
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Hi, I’m Christian.
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Ideas feel great. They aren’t easy, but they’re immediate.
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Like anything immediate, however, the feeling is challenged and the passion fades.
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Today we’ll work together to build our defenses against inevitable challenges, and keep the passion alive.
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AgendaMeet your team
Introduce the checklist
Solve the problem
Present & defend
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Rule 1: Trust Your Team
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Have you thought about…?
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…the business?
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How does this align with our goals & marketing strategy?
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Is this on brand?
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Is the audience in alignment with our target?
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Are we leveraging a real insight?
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How will we measure the return?
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How can we test it to mitigate risk?
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…how people will find out about it?
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Where in your target’s life will this idea resonate?
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Is there an event / media outlet / etc. that offers an intersection with that point of resonance?
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Is it available? Is it remotely affordable?
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Can we produce enough intrigue to get people to look?
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How long will paid support be required? Can it live afterward? Should it?
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How will you test and optimize as the idea progresses?
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…how it will work?
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Does your concept work in the place it will actually encounter humans? (In mobile, rich media, etc.)
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Have you made functional, timing, or cost decisions without involving a tech person?
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Have you fallen in love with a concept your tech lead hasn’t seen (or doesn’t like) ?
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Are you going to build this in house? If so does your team have the required skill set?
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Will you have to work with a corporate IT department? Do they have the capacity?
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…how the internet will use / talk
about / ruin your idea?
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Social Media
Behaviors
Sharing
Messaging
Posting
Following
Trolling
Reviewing
Checking-In
Tagging
What social behaviors are most likely to align with your idea?
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What social platforms are right for your idea (not the other way around)?
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What are your (trackable) social objectives? The fewer the better…
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What’s happening in the world today that might impact perceptions of your idea?
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Do you have budget to amplify social impact?
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What will you do with user generated content? What if no one generates any?
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Who will manage it? For how long?
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That’s a big list, and sometimes you
need to come up with answers
quickly.
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…like in the next 30 minutes.
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Suggested work plan
Minutes 1-10:
Come up with an acceptable idea
Minutes 11-25:
Spend a few minutes developing one or two points for each of the four main
areas
Minutes 26-30:
Tell jokes, make friends, and fight over who will present
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Suggested presentation plan
Minute 0-1:
Explain your great idea
Minutes 1-4.9:
Explain why it’s good for the business, where people will find it, how it will work,
and what people will say about it. Easy right?
Minutes 4.9-5:
Bow and accept our collective awe at a flawless presentation
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Solve the problem!
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TIME’S UP! Let’s Share
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Thanks
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Don’t forget to take the survey on
your app or on the site!
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