Marketing Roundtable - June 12, 2012 - Paul Koch

CREATIVE STRATEGY IN ACTION Paul Koch Creative Strategist Q LTDSPARK June 12, 2012

Are youCREATIVE?In a recent global survey, CEOs say creativityis one of the most essential skills for navigatingan increasingly complex world. SPARK June 12, 2012

•CREATIVE/ARTIST•Associations?SPARK June 12, 2012

•ENTREPRENEUR/BUSINESS•Associations?SPARK June 12, 2012

CREATIVE. ON STRATEGYCommunicate/market in a unique way. SPARK June 12, 2012

•Examples:•CREATIVE CAMPAIGNSSPARK June 12, 2012

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•Examples:•CREATIVE CREATION(vs. disruption)SPARK June 12, 2012

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•“If it doesn’t sell, it isn’t creative.”• - DAVID OGILVYSPARK June 12, 2012

• $$$ vs.SPARK June 12, 2012

•The secret to standing out:* KNOW YOUR MARKET•* KNOW YOUR AUDIENCE•* KNOW YOUR COMPETITION* KNOW WHAT MAKES YOU UNIQUESPARK June 12, 2012

•KNOW YOUR MARKET•Who’s buying?•What are you really selling?•How are you unique?•What’s the potential?SPARK June 12, 2012

•KNOW YOUR AUDIENCE•Who are you selling to?•What motivates them?•What problem are you solving?•How are you making their life/job better?SPARK June 12, 2012

•KNOW YOUR COMPETITION•Who are you competing against?*And what else are you competing with?•What are they up to lately?•What are they about … how positioned?•What have you got that they don’t?SPARK June 12, 2012

Investigate•DO IT RIGHT Validate Differentiate Innovate/CreateSPARK June 12, 2012

•ROLE MODELS•Inspiration in business?SPARK June 12, 2012

•CREATIVE CREATURES•Innovators beyond business life?SPARK June 12, 2012

•“The world moves forward by crazy.”• - VICTOR WOOTEN, JAZZ BASSISTSPARK June 12, 2012

What is creativity, and why is it important? Why? Why not? What if?SPARK June 12, 2012

THE“CREATIVE”* Expression* New ideas* Problem solving* Disruptive* Evolution SPARK June 12, 2012

CREATVITY. PROGRESS.SPARK June 12, 2012

CREATIVE THINKERS NEEDEDSPARK June 12, 2012

ORIGINALITYMAKES AN IMPACT SPARK June 12, 2012

“Every act of creation is first of all an act of destruction.” - PABLO PICASSOSPARK June 12, 2012

Am I creative?SPARK June 12, 2012

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Am I creative?SPARK June 12, 2012

BRAINSTORMINGSPARK June 12, 2012

TRY THIS!- Brainstorm with others – Good ideas can come from anywhere- Explore – Get informed, research, consult experts• - Refresh your brain with new experiences• – Get out of your routine … routine = rutSPARK June 12, 2012• – Take a different route to work, park

No wrong #1 Rule of Brainstorming answers!SPARK June 12, 2012

“Rules are for the obedience of fools and the guidance of wise men.” - DAVID OGILVYSPARK June 12, 2012

Step 1: GOSPARK June 12, 2012

Step 2: ANALYZESPARK June 12, 2012

Step 3: CHOOSESPARK June 12, 2012

AVOID BRAINSTORMING ROADBLOCKS• Negativity “I’m not creative”• Don’t go for the right answer• Don’t be logical• Don’t be practical• Don’t stop until you’ve exploredSPARK June 12, 2012 further

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“Without deviation (from the norm) progress is not possible.” - FRANK ZAPPASPARK June 12, 2012

LOOK ATTHINGS FROMA DIFFERENTPERSPECTIVE.SPARK June 12, 2012

•BE PERSISTENTSPARK June 12, 2012

•SEEK PROFESSIONAL HELPSPARK June 12, 2012

•Brand Building:•QUALITY & CONSISTENCYSPARK June 12, 2012

•HAVE FUN INNOVATING / CREATINGSPARK June 12, 2012

•RECOMMENDED READING•Fast Company Magazine•Brandchannel.comIntelligence Reframed (Howard Gardner)•Ogilvy on Advertising•Your Recommendations?SPARK June 12, 2012

Thank QSPARK June 12, 2012

Marketing Roundtable - June 12, 2012 - Paul Koch

by AnnArborSPARK on Jun 12, 2012

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Marketing Roundtable - June 12, 2012 - Paul Koch Presentation Transcript