Creativity in Marketing

Creativity in Marketing

Overview

What is Creativity?

• the act of turning new and imaginative ideas into reality. Creativity involves two processes: thinking, then producing. Innovation is the production or implementation of an idea. If you have ideas, but don't act on them, you are imaginative but not creative.- Linda Naiman, www.creativityatwork.com

• "Creativity is the process of bringing something new into being...creativity requires passion and commitment. Out of the creative act is born symbols and myths. It brings to our awareness what was previously hidden and points to new life. The experience is one of heightened consciousness-ecstasy.“- Rollo May, The Courage to Create

Einstein on Imagination and Creativity

Quote 1: Imagination is more important than knowledge

Quote 2: Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking.

Albert Einstein - US (German-born) physicist (1879 - 1955)


• What We Create

• Creating Added Value

• Creativity in…

– Advertising

Evian We are all babies inside


• What We Create



– Advertising

– Public Relations

“Colgate 360


• What We Create



– Advertising

– Public Relations

– Sales Promotion

McDonalds Coca Cola / Free Coca Glass Offer

Creating Added Value

• Creating Attention– Example: The Need for

Interesting Advertising

Yeah Baby - Got Milk?Austin Powers

Milk Advisory Board

Creativity in Advertising

• Interest in an ad is influenced by…

• Surprise (Good)



• Surprise (Good)

• Information (Better)

Newspaper ad for Drain Power



• Surprise (Good)


• Benefits (Best)

Print ad for Eclipse Gum



• Surprise (Good)


• Benefits (Best)• How about All 3?

� Example: Surprisinginformation tied into

VW benefits.

Creativity in Public Relations

• Example: PR Like a Virgin• Richard Branson understands

that the media doesn’t get many interesting photos

o Here he is in his balloon.


• Example: PR Like a Virgin• Richard Branson understands

that the media doesn’t get many interesting photos

o Here, he promotes a book which promotes his brand


• Example: Harley-Davidson - Happy 95th

• All brands have ads• Good PR about those ads

adds extra value

• But it has to be “newsworthy!”

• Every year, a company has has an anniversary.

• Creative PR can make it something special

Creativity in Sales Promotion

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

Free Gift

Nokia



Apple MacintoshTest Drive



Schilling PepperFree Sample Offer



Kellogg’s Eggo Win $75000 (Coupon) =Brand Equity

Building Brand Value

• Creativity Can Build Brand Values

• It can Reinforce Existing Feelings



– It can Reinforce Existing Feelings

• It can Create New Feelings and Attitudes

BelCuore Café

By Ogilvy Brasil.



– It can Reinforce Existing Feelings

– It can Create New Feelings and Attitudes

• It can Add Image and Imagery

Polo mint

By JWT

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…

Effective Surprise!

• It could be a Big Surprise!

– The “AHA”

• I never thought of it that way before

Example: Nike (Wieden + Kennedy)

• It could be a Small Surprise

Effective Surprise!

• The “Oh yeah!”

• That’s just the way I feel

Example: Volvo

Station Wagon

• It could be a Small Surprise

Effective Surprise!

• The “Oh yeah!”

• That’s just the way I feel

Example:

McDonald’s

The Creative Department

• The Process– Creative Collaboration

• The Product– The Creative Concept...

– Turned into an Ad

– The Result -Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &

Copywriters

Art Supervisor

& Art Directors

Creative

Group:

Associate

Creative

Director (ACD)

Creative

Director (CD)

Executive

Creative

Director (ECD)

StrategyReview

Board� The Players -

The Creative Team

Creative Communication

The Process

• Creative Collaboration

• The Assignment– Informal (or formal) group meeting

– “Here’s what we’ve got to do.”

– Tools may or may not be ready

• Collaborative Thinking– Brainstorming

– Thinking Together

– Until… THE CONCEPT.

Concept from“Brainstorming”

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

Target Sketch

• Helps Target “Come Alive

• Helps in “one-to-one communication”

• “Don’t 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.

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.”

Example: Pretty Feet

� Example: Baby Clothes

Consumer Insight

• Style plus functionality for babies and mums

• To Mum, it says “we

understand”

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

Consumer Insight

� Example: Tires

• Why should I buy Michelins?

Consumer Insight

� Example: Crackers

• Why do I need Uneeda?

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 isn’t us

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” (Y&R Creative Work Plan)

Creative Action Plan

1. Client

2. Target

3. Competitive Snapshot

4. Old/New Thought

5. Main Claim

6. Support

7. Tone

8. Added Tools

Now…

It’s time to think of that Big Idea…

Lesson

• Big Ideas are great but they must be tied back to your market objectives and budget.

• Don’t let an Advertising agencies big idea over ride you marketing objectives.

• Golden rule: If I was paying for the campaign would I pay for it out of my own pocket?

Creating Ideas That Sell

1. Connect with your target market

• Example: Federal Express understand the importance of care and on time package delivery.


1. Connect with your target2. Understand the brand

• Example: VW knew that small could still be powerful.


1. Connect with your target market2. Understand the brand3. Beat the competition

• Example: Japan Airlines Premium Economy instead of Business Class…


1. Connect with Your Target2. Understand The Brand3. Beat The Competition4. Solve The

Problem…

• Example: They couldn’t create Milk ads that were interesting!


1. Connect with Your Target2. Understand The Brand3. Beat The Competition4. Solve The

Problem…5. Make it

Memorable!

• Alka-Seltzer!

However…

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

“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

However…

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

Producing Creative Ideas

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

� Print Team Members:

� Electronic pre-production

� Art buyers

� Photographers

� Illustrators

� Printers



� Voice Talent

� Announcers

� Actors

� Singers

� Composers & musicians

� Recording Studios & Engineers

� Radio Team Members:



� Television Team Members:

� Agency Producers

� Production Houses

Video Production Facility



� Television Team Members:

� Agency Producers

� Production Houses

� Directors

� Editors and “Post Houses.”

� Actors

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.

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

� Social Media, Direct Mail & Direct Marketing

� The Great Space Race

� Public Relations

� Event Marketing & More

New Interactive Media

• Evolving towards greater interaction and customisation of media.

• Era of co-creation and one on one communication using social media to communicate with customers.

• Greater emphasis on brand building• Importance of metrics to measure

advertising and campaign effectiveness.

Creative Career Opportunities

� Supply media newsworthy info�Press Releases�Press Conferences

�Supply info directly�Newsletters, brochures� Annual Reports�Issue Advertising

� Events & Experiential Marketing

� The Great Space Race� Public Relations & Event Marketing

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

In Conclusion

Remember every Marketer has that

one ...

Great Creative Idea!Great Creative Idea!

Creativity in Marketing

Business

Transcript of Creativity in Marketing