and the winner is?
DESCRIPTION
And the Winner is?. Creating an Advertising Strategy. Strategy: A word of military origin, refers to a plan of action to achieve a particular goal. My Favorite Strategy Quote. “Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.” - PowerPoint PPT PresentationTRANSCRIPT
And the Winner is?
Strategy: A word of military origin, refers to a plan of action to achieve a
particular goal
Creating an Advertising Strategy
My Favorite Strategy Quote
“Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.”
Michael Porter, Harvard Business School
Homework
Hard Work
IntenseAll the work you do for all your classes now Double itFocused on your brand (every day)Two weeks off vs. four monthsYou’ll take one
ExcitingYou’ll learn things you never knewYou’ll have more fun than you ever
imaginedYou will growYou will become renaissance men and
women (no shit)
Wouldn’t it suck…If you did all that and… Your strategy was boring?Your strategy didn’t break new groundYour strategy didn’t make creative people
say: “I’m so excited to work with this brief!”
Odds Are That Will Happen
Unless You Join Me!
Our PledgeRepeat after me:I will never, ever write a crappy briefI will never, ever let my competition
outwork me…outthink me…outinspire me
And I always will be
I am the Shit!
Tip # 1Imagine (always) that you are the creative
receiving this brief.Does it help or hinder?Is it boring or exciting?Is it clear or muddy?Single-minded or complicated?
Tip #2
Sheehan’s third law will help every step of the way
Tip #3
Simplicity comes from complexity (weird huh?)
Simplicity that does not is called ignorance (or stupidity)
Hunting and gathering
Complexity Transformation Device
This Class in a …
Core QuestionsHow will your product stand out in the
marketplace?
Why should consumers choose it instead of a competing brand?
Page 13 “You can’t locate your target market until
you know what you’re selling exactly, but you can’t know what exactly you ought to promise until you locate a target market and decipher its needs. Nor can you create an effective strategy until you analyze the marketplace positions your client’s competitors occupy and successfully differentiate your client’s product from theirs.”
We are going to know everything there is to know about
The Product
The Consumer
The Marketplace
And I mean everything!
Step One: The Product
Homework
Due Next Class
Two-page summary of everything you know about WD-40
How to LearnFind out what’s in it, how it works, what it
doesCall the 1-800 numberSurf the WebAsk local dealers, merchantsFind out what people think (talk to some
hard core users)Learn who its competitors are and what
they do (think broadly about this one)Visit the factory!
Questions to askWhat is its greatest strength?What do people have against it?Why is this more than a commodity?Who are the competition, exactly?How does it fit into people’s lives (when do
they use it)?
New and effective
Who am I?
Cliff Freeman
“In the greatest, soundest, most creative advertising, the theater revolves around the product… Advertising that isn’t really about the product is almost always self indulgent crap.”
Let’s give these guys some big ideas
StepsProduct insights/competitionTarget/target insight?Sell (proposition)?
What’s wrong with this?
“64 calories of crisp, refreshing beer with a lemonade twist”
StepsProduct insights/competitionTarget/target insight?Sell (proposition)?Creative Twist?
Big Idea of the Day