Cramer Krasselt SXSW 2015 Workshop presentation

1. Hello,
FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole
property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2015 Cramer-Krasselt
Experienced Marketers
#IdeasAlive

2. This is a workshop about the death
of ideas… and how to avoid it.
2#IdeasAlive

3. KPIs for this workshop
• % Confidence gained to pursue new ideas
• # of future ideas saved
• # of conversations between former strangers
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4. Hi, I’m Christian.
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#IdeasAlive

5. Hi, I’m Nick.
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6. Ideas feel great. They aren’t easy,
but they’re immediate.
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7. Like anything immediate, however,
the feeling is challenged and the
passion fades.
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8. Today we’ll work together to build
our defenses against inevitable
challenges, and keep the passion
alive.
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9. Agenda
Meet your team
Introduce the checklist
Solve the problem
Present & defend
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10. Rule 1: Trust Your Team
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11. Have you thought about…?
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12. …the business?
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13. How does this align with our goals
& marketing strategy?
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14. Is this on brand?
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15. Is the audience in alignment with
our target?
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16. Are we leveraging a real insight?
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17. How will we measure the return?
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18. How can we test it to mitigate risk?
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19. …how people will find out about it?
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#IdeasAlive

20. Where in your target’s life will this
idea resonate?
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21. Is there an event / media outlet /
etc. that offers an intersection with
that point of resonance?
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22. Is it available? Is it remotely
affordable?
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23. Can we produce enough intrigue to
get people to look?
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24. How long will paid support be
required? Can it live afterward?
Should it?
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25. How will you test and optimize as
the idea progresses?
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26. …how it will work?
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#IdeasAlive

27. Does your concept work in the
place it will actually encounter
humans? (In mobile, rich media,
etc.)
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28. Have you made functional, timing,
or cost decisions without involving
a tech person?
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29. Have you fallen in love with a
concept your tech lead hasn’t seen
(or doesn’t like) ?
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30. Are you going to build this in
house? If so does your team have
the required skill set?
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31. Will you have to work with a
corporate IT department? Do they
have the capacity?
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32. …how the internet will use / talk
about / ruin your idea?
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#IdeasAlive

33. Social
Media
Behaviors
Sharing
Messaging
Posting
Following
Trolling
Reviewing
Checking-
In
Tagging
What social behaviors are most
likely to align with your idea?
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34. What social platforms are right for
your idea (not the other way
around)?
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35. What are your (trackable) social
objectives? The fewer the better…
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36. What’s happening in the world
today that might impact perceptions
of your idea?
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37. Do you have budget to amplify
social impact?
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38. What will you do with user
generated content? What if no one
generates any?
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39. Who will manage it? For how long?
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40. That’s a big list, and sometimes you
need to come up with answers
quickly.
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#IdeasAlive

41. …like in the next 30 minutes.
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#IdeasAlive

42. Suggested work plan
Minutes 1-10:
Come up with an acceptable idea
Minutes 11-25:
Spend a few minutes developing one or two points for each of the four main
areas
Minutes 26-30:
Tell jokes, make friends, and fight over who will present
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43. Suggested presentation plan
Minute 0-1:
Explain your great idea
Minutes 1-4.9:
Explain why it’s good for the business, where people will find it, how it will work,
and what people will say about it. Easy right?
Minutes 4.9-5:
Bow and accept our collective awe at a flawless presentation
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44. Solve the problem!
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#IdeasAlive

45. TIME’S UP! Let’s Share
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#IdeasAlive

46. Thanks
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#IdeasAlive

47. Don’t forget to take the survey on
your app or on the site!
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#IdeasAlive