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Less is more. About simplicity in marketing and communications.
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Less is more. About simplicity in marketing and communications.

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These are the slides from a presentation I gave to a couple of clients. They asked me if they could do more with less money. A tricky question that is. So i said they could start by doing more with …

These are the slides from a presentation I gave to a couple of clients. They asked me if they could do more with less money. A tricky question that is. So i said they could start by doing more with less messages. In the end, it'll help saving the money.

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Transcript

  • 1. Less is more Tom Theys
  • 2. Creativity without strategy is called art.Creativity with strategy is called advertising.
  • 3. The more you TALK the less you SAY
  • 4. Most of what I learned about marketing,I learned from Phil.
  • 5. YOUR OBJECTIVE I’d like to spend my life with her.
  • 6. I’m a pretty good masseur.WHAT YOU WOULD LIKE TO TELL HER I have a good job. I rarely drink. I’d do anything for you. I totally understand women. They say I’m funny. I’ll even love you when you’re old. Yes, I’m open to ballroom dancing. I think men should take care of the children more often.
  • 7. YOUR KEY MESSAGE I LOVE HER.
  • 8. A SIMPLE WAY TO SAY IT I love you!
  • 9. A CREATIVE WAY TO SAY IT I wish my grandchildren would look just like you.
  • 10. In life(aka what my mom used to tell me) Keep the mystery Keep talking
  • 11. I hope he’s got humour.
  • 12. By the way:I’m an incredibly funny guy!
  • 13. By the way: I’m an incrediblyWhat a jerk... funny guy!
  • 14. In marketing, way too often: Keep talking Keep the mystery
  • 15. In marketing should be: Say less, talk enough Talk more, say enough
  • 16. LESSISMORE
  • 17. LESS talkingISMORE understanding
  • 18. LESS complexityISMORE understanding
  • 19. LESS sayingISMORE meaning
  • 20. LESS promiseISMORE proof
  • 21. Enemy 1 : Too many messages
  • 22. Enemy 2 : meeting room language We need to create an ad for Jumpy Juice. JJ is the market leader with 16,3% share but they struggle with competition from private labels and lose penetration. The problem is they don’t have a differentiating product benefit. So we need to do emotional advertising to build consumer bonding.
  • 23. Enemy 3 : complex briefing
  • 24. Brief # 1 “Please paint the ceiling”• What is the objective?• What direction does Michelangelo have to go?
  • 25. Brief # 2 “Please paint the ceiling using red, green and yellow paint.”• What is the objective?• What direction does Michelangelo have to go?• Too restrictive
  • 26. Brief # 3“We’ve got terrible problems with cracks in the ceiling. Can you cover it up for us?” • What is the objective? • What direction does Michelangelo have to go? • Irrelevant information • Demotivating
  • 27. Brief # 4 “Please paint Biblical scenes on the ceiling, incorporating some or all of the following:God, Adam, angels, cupids, devils and Saints.” • Clear objective • Most important elements • Relevant information • Is it motivating?
  • 28. The brief Michelangelo was given“Paint our ceiling for the greater glory of God and as an inspiration and lesson to his people.” • Clear objective • Most important elements • Relevant information • Motivating • Inspiring
  • 29. How to judge on simplicity?
  • 30. Ideas are to be sharedSo check how you would share an idea:  With your boss  With your partner  With your 12 year old son or daughter … while they’re on Facebook.
  • 31. Judging simplicityCan you write it on a Post-It or a beercoaster?
  • 32. Judging simplicityCan you explain it in 140 characters?
  • 33. 3 take-outsto make more out of less
  • 34. How to make more out of less 1. 2.3.
  • 35. I hope he’ll be true to me
  • 36. I will never cheat youwith another woman!
  • 37. I will never cheat you with another woman!I want to go home.
  • 38. How to make more out of less 1. 2.3.
  • 39. How to make more out of less 1. 2.3.
  • 40. Which brings us back to Dr. Phil“A kiss is the action that marks arelationship.[…]Kissing is essential to feel connected. […]I also feel it is one of the things that oftengets overlooked as to how important it reallyis for women and men [and brands, tt] in arelationship.”
  • 41. Conclusion:Let’s KISS!
  • 42. @tomtheystom.theys@publicis.be