Transcript Concepting - Homestead

Concepting
What’s the big idea?
Chapter 6
© 2013 SAGE Publications, Inc.
Basic questions
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What is the client’s real problem?
Can I solve the problem creatively with marketing communications?
Do I know the target audience?
Do I understand and respect the particular cultural nuances of the target?
Do I know how they feel about my product?
Do I know the product features/benefits?
What is the One Thing I can say or show about this product?
How much do I need to say or show? Do I even need a headline?
How is this product currently positioned?
How do we want the product to be positioned?
Do I know the competition’s strengths and weaknesses?
What should the tone be?
A “Big Idea”. . .
Is
Bedescribable
describableininaasimple
simpleword
wordororphrase
phrase
Attracts
prospect’s
attention attention
Be likely the
to attract
the prospect’s
Revolves
aroundthe
theclinching
clinchingbenefit
benefit(s)
Revolve around
Allow you
Allows
youtotobrand
brandthe
theadvertising
advertising
Let prospects vividly experience the product
Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and appropriate ideas
that can be used as solutions to communication problems.
“Its not
creative
unless it
sells.”
Managers
Artists
“Only artistic
value and
originality
count.”
Concepting Approaches
1.
2.
3.
4.
5.
6.
Show the product
Show the benefit
Show the alternative
Comparison
Borrowed interest
Testimonial/case history
Creativity Lingo
Stopping Power: Getting the consumer’s initial attention.
Pulling Power: Keeping the consumer’s attention.
Stickiness: The tendency of an ad to stay in memory
The best ads “Stop, Pull, and Stick…”
Reason/Permission to Believe (Conviction)
The value of broad meanings and disconnectedness
“Vampire Creativity”: When the ad is remembered for its creativity, but
the product isn’t. How can this be prevented?
Examples
USA
USA
USA
USA
Apple Uses a Testimonial
Mentadent Uses a Demonstration
“Popularity” Appeal
Creative Executions – Emotional Appeals
Appeal to positive, negative or neutral emotions.
The ultimate goal:
Emotional Bonding
(i.e. Mastercard’s “Priceless” campaign)
MasterCard Creates an Emotional Bond
Levels of Relationship with Brands
Emotional Bond
Personality
Personality Reflection
Product Benefits
Product Benefits
Appealing to Personal States or Feelings
Achievement
Actualization
Ambition
Stimulation
Excitement
Grief
Joy
Nostalgia
Pride
Security
Sentiment
Accomplishment
Affection
Arousal
Comfort
Fear
Happiness
Love
Pleasure
Safety
Self-esteem
Sorrow
Appealing to Social Feelings
Approval
Approval
Affiliation
Affiliation
Acceptance
Acceptance
Embarrass-ment
Embarrassment
Social
Feelings
Status
Respect
Respect
Belonging
Belonging
Involvement
Involvement
Rejection
Rejection
Recognition
Recognition
TaylorMade Uses an Emotional Appeal to Connect with Golfers
*Click outside of the video screen to advance to the next slide
Creative Executions – More Appeals
Problem/Solution (Dandruff)
Slice-of-Life – P&G Swiffer
Slice-of-Death – “Use our product or else!” (Fed Ex)
Listerine Uses a Slice-of-Life Execution
Teaser Ads Excite Curiosity
Creative Executions – Mascots & Characters
Transformational Advertising for Skyy Vodka
Jeep: Tranformational Imagery for the Wrangler
Skyy’s Transformational TV commercial
Creative Executions – Audio
Music
Jingles
Voiceovers (Ordinary vs. Celebrity)
Ideation - Ten tips
1. Scribble down everything
2. “Say it straight. Then say it great.”
3. Write, don’t talk
4. Throw it all on the wall, see what sticks
5. Don’t stop if you’re on a roll
6. Does it look funny? (humor is hard!)
7. Show it, don’t tell it
8. Don’t be different just to be different
9. Keep it simple
10. Don’t second guess the client
Creativity Tactics –
Effective Brainstorming and Ideation
• Best when done in small groups (5-10 people)
• All thoughts are fair game.
• Never, ever criticize anyone’s idea at any point.
• Listen and build upon others’ ideas.
• Find the good in every idea.
• Hold the session in a novel location.
• Very often the “creative leap” will initially seem unnatural.
Creative Executions – “Shockvertising”
Does it work?
Before you get edgy
• Understand audience tolerance
– Will it appeal to the niche?
– Are you ok with offending beyond the niche audience?
• Legal, ethical and business risks
• Can you defend it logically?
• Do you have a backup?
USA
USA
Crowdsourcing
• Curse or salvation?