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Marketing 442: Creative Strategy

Marketing 442: Creative Strategy. Week 4. Last Week’s Assignments. Sensination “A” (sounds like, smells like, feels like, tastes like, etc) Good extensions of thought; connections; emotional ties; concept foundations

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Marketing 442: Creative Strategy

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  1. Marketing 442: Creative Strategy Week 4 Mktg 442

  2. Last Week’s Assignments • Sensination “A” (sounds like, smells like, feels like, tastes like, etc) • Good extensions of thought; connections; emotional ties; concept foundations • Bring same level of conceptual stretch to all your work—you’ll be more creative • Killer Insight Article • Generally demonstrated an understanding that the depth of insight essentially drives bad, good, or great output—don’t make the creative team do it alone! • You understand the concept of insights (vs. data or information)—keep insights in mind as you give input to anyone, professionally, for anything People who consistently make the implicit explicit are always valued, and valuable • Extra Credit • Most didn’t do it; of those who did most weren’t able to demonstrate an understanding of the difference between demographics and psychographics • You need to understand this distinction and consistently bring both forward—they’re critical for any meaningful discussion of a target audience Mktg 442

  3. Last Week’s Assignments • Creative Brief #1 • The OK, the bad, and the ugly; right where you should be at this point • Some were actually as good as, or better than, some pro briefs I’ve reviewed • Generally, product insights and executional considerations were pretty good • Generally, audience insights and creative strategy were pretty bad Mktg 442

  4. Creative Briefs: How to Make ‘em Better • Audience Insights • Don’t describe an audience, describe a person: advertising doesn’t talk to thousands or millions of people, it talks to one person • By the time someone is done reading this section they should know this person, as though a long-time acquaintance—likes, dislikes, personality, hot buttons, pain points; what really motivates, inspires, and drives them as it relates to the product • Are they ascribing to a brand? Are they making a statement? Are they buying a product? Why? When? What struggles do they go through to decide? What are they looking for post-purchase? • Product and audience are two different things; keep them separate Mktg 442

  5. Creative Briefs: How to Make ‘em Better • Product insights • Identify, clearly, the product and tie it to Audience Insights • To the audience, is it a “car”, or is it individuality, or aspiration? Why? • To the audience is it “clothing”, or is it independence, or a statement? Why? • To the audience is it a “personal care product”, or is it self-esteem and confidence? Why? • To the audience, is it a (whatever), or membership? Why? • Product features are important—only as they tie to Audience Insights Mktg 442

  6. Creative Briefs: How to Make ‘em Better • Executional Considerations • What should the (ad) look, feel, sound, smell, taste like? • If this were one person talking with another, how would you describe the presenter? Friendly, stern, intense, fun, knowledgeable, carefree?What type of language would they use? Casual, formal, conversational, academic, technical?How would they be dressed? Office casual, formal, weekend at the beach? On the mountain, in the woods? • What absolutely has to be in the ad? • What absolutely should not be in the ad? Mktg 442

  7. Creative Briefs: How to Make ‘em Better • Creative Strategy Mktg 442

  8. Audience Insights Product Insights Exec Consid Creat Strat Big Idea Creative Briefs: How to Make ‘em Better • Creative Strategy Mktg 442

  9. Input Concept Audience Insights Ads Product Insights Creative Strategy Big Idea Promotions Executional Tie-insConsiderations Creative Briefs: How to Make ‘em Better • Creative Strategy A single, focused thought.The basic premise for connecting deeply and meaningfully with each member of the audience. Mktg 442

  10. This Week’s In-Class Assignment Strengthen Big Idea; Develop Concept & Rationale; Present Mktg 442

  11. Concept and present Pair off Pick a print ad Identify the Big Idea Define how you would clarify, strengthen, or change the Big Idea Concept another print ad Explain why the headline and visual work Develop a rationale Present your ad concept andrationale to the class This Week’s In-Class • Presentations will be a maximum of five minutes; less time is OK • Clarity and focus are what count • Audience members will complete a presentation coaching form Relax! Have some fun with it!!! Mktg 442

  12. For Next Week • Article research • Creative strategy; new techniques; breakthrough work; the subject of great creative Mktg 442

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