Ideas that do

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CM417 Lecture at Boston University. Ideas that Do vs simply say.

Published in: Business, Technology

Ideas that do

  1. Ideas that do CM417.4 Edward Boches, Professor of Advertising Thursday, September 12, 13
  2. Today Participatory ideas discussion Thursday, September 12, 13
  3. Quick Recap Why we advertise Role of creativity What makes an ad creative when it’s a message Thursday, September 12, 13
  4. Ads that earn your attention, but rely on paid media. Thursday, September 12, 13
  5. e 1. therewas a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock itoff. 3. get more information at ThinkB4YouSpeak.com fag.got (fag t) ‘ Thursday, September 12, 13
  6. Original Unexpected Invite you in Entertain first Provoke Avoid cliche Visually arresting Fun Thursday, September 12, 13
  7. Who creates these ads? Thursday, September 12, 13
  8. Writer and art directors. Thursday, September 12, 13
  9. What are the shortcomings of ads and campaigns like these? Thursday, September 12, 13
  10. They work. But...they are expensive, they are temporary, they are mostly passive. Thursday, September 12, 13
  11. They are not going away. But they derive from an era when we (brands and marketers) owned the media and could “broadcast” our sales pitches. Thursday, September 12, 13
  12. Today we live in an age of social media and participation. Thursday, September 12, 13
  13. Consumers no longer want to play a passive role. Nor do they have to. At a minimum, they want to choose what they engage with and when they engage. More likely they want a chance to comment and share. Ideally, if an idea is good enough, they’ll actually participate -- sometimes before the fact, sometimes after -- in the process creating more content that spreads across the web, attracting attention to the original idea, liking the brand or the product for allowing them to be part of the experience. What does a brand have to do or create to achieve such a level of participation? Thursday, September 12, 13
  14. Participatory Interactive User generated Shareable Useful Enduring Platforms Thursday, September 12, 13
  15. Think about your own use of technology, media, content. Consider how you find out about brands and products. Identify the problems, frustrations, needs you have that brands could solve with marketing as utility? Factor in context. Where are you? What are you doing? What makes sense at that moment? Ask what a brand has to do to get you to pay attention, engage, and more importantly, stay involved. Thursday, September 12, 13
  16. Ideas that do. Thursday, September 12, 13
  17. Ideas that involve you Thursday, September 12, 13
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  23. These ideas... Thursday, September 12, 13
  24. let users inside the brand experience generate content leverage social media and word of mouth Thursday, September 12, 13
  25. Ideas that add value. Thursday, September 12, 13
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  28. These ideas... Thursday, September 12, 13
  29. provide basic utility and help leverage context move beyond awareness conversion/usage Thursday, September 12, 13
  30. Ideas that add enduring utility. Thursday, September 12, 13
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  33. These ideas... Thursday, September 12, 13
  34. turn marketing into service create new kinds of brand relationships build loyalty Thursday, September 12, 13
  35. Ideas that are platforms Thursday, September 12, 13
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  38. These ideas... Thursday, September 12, 13
  39. transcend messages and campaigns break free of constraints of media plans become embedded in user’s lives work as constant reminder of the brand Thursday, September 12, 13
  40. Ideas that leverage influencers Thursday, September 12, 13
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  42. work like public relations w modern twist recognize power of communities generate content and visibility Thursday, September 12, 13
  43. Ideas that earn our attention w/o paid media Thursday, September 12, 13
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  45. The real value is if the idea does one or all of the following: a. becomes a part of your every day life: Nike Plus, AMEX on Foursquare b. gives you some form of utility that you use at least occasionally (E On, Tesco) c. gets you to take some kind of action -- Oreo Daily Twist, Jet Blue Election Protection, where you are involved not just watching. d. makes you WANT to share it because it is either cool and you want to turn your friends on to it. Or there is some incentive to do so. Or because you are inviting more participation that benefits you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench. Thursday, September 12, 13
  46. Who creates these ideas? Thursday, September 12, 13
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  48. What is the shortcoming of efforts like these? Thursday, September 12, 13
  49. Hard to scale, can’t guarantee size of audience or reach, slower build. Thursday, September 12, 13
  50. Need a combination of everything. Driving brand idea. Advertising for awareness. Social for engagement. Experiential to connect in context. Mobile to be ever-present. Shareable ideas to be viral. Platforms to be lasting vs temporary. Thursday, September 12, 13
  51. So now what are the fundamentals of creative development? Thursday, September 12, 13
  52. Art and copy Thursday, September 12, 13
  53. But also, an understanding of media, technology, consumer behavior, social, mobile, experiences. Thursday, September 12, 13
  54. But what does every one of these examples have behind it? Thursday, September 12, 13
  55. A relevant, on strategy, creative idea. Thursday, September 12, 13
  56. How do we.... --get more people to shop at Tesco --sell more digital cameras in age of iPhone --make the trench coat top of mind again --get more teachers to use Skype Thursday, September 12, 13
  57. Strategy --enable them to shop more easily --get camera into hands of prospect --show individual style of people who wear them --find them people to Skype with Thursday, September 12, 13
  58. How (the creative) --digital subway store --AR demonstration --crowdsourced images online and elsewhere --two sided directory that connects teachers/experts Thursday, September 12, 13
  59. Got ideas? Thursday, September 12, 13
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