6 tips to Develop great Concepts
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6 tips to Develop great Concepts

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A central part of a growth strategy (which might be branding driven, innovation driven or internationally focused) is the development of a great marketing concept. This presentation provides 6 tips to ...

A central part of a growth strategy (which might be branding driven, innovation driven or internationally focused) is the development of a great marketing concept. This presentation provides 6 tips to develop better concepts

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    6 tips to Develop great Concepts 6 tips to Develop great Concepts Presentation Transcript

    • AMATI & Associates 6 Tips to Develop Great Concepts 1
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 2
    • AMATI 1. Begin with an insight & Associates Great ideas go nowhere unless grounded on consumer understanding …But this guy named Otto Rohwedder invented sliced bread, and he focused, like most inventors did, on the patent part and the making part. And the thing about the invention of sliced bread is this -- that for the first 15 years after sliced bread was available no one bought it; no one knew about it; it was a complete and total failure Source:  Seth  Godin,  TED  Speech  2003   3
    • AMATI 1. Begin with an insight & Associates Define your target segment(s), their need states and decline the insight your want to address Enjoyment Vitality Relevant ! Insights! Conviviality Power Belonging Recognition Security •  --------! •  --------! •  --------! •  --------! •  --------! •  --------! Control 4
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 5
    • 2. Learning vs. Evaluating AMATI & Associates An Evaluating eye will only foster the ‘it will not work’ mood 6
    • 2. Learning vs. Evaluating AMATI & Associates Through learning and successive adapting, we can make it work Michel Jordan was excluded by his high school basketball team because – in his coach words – ‘he is not good enough……’ 7
    • AMATI 2. Learning vs. Evaluating & Associates It is important to have a positive attitude, during concept development Dos •  How do we improve it? •  What does this imply? •  Can we charge an higher premium? •  How do educate consumers? •  How do we make it viral? •  Can we develop it for niche targets? •  Can we do a vertical model? •  …… Donts •  Too expensive, is not going to work •  Too complex •  Too niche •  I don’t understand it, consumer won’t either •  I would not buy it •  It’s going to be expensive, let’s kill it •  Trade will not accept it •  …. 8
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 9
    • 3. Right vs. Left Brain AMATI & Associates Develop the concept to appeal to both sides of the brain 10
    • AMATI 3. Right vs. Left Brain & Associates Visualize early on, no need to be overly sophisticated •  •  •  •  •  Forces agreement Covers multiple angles Facilitates Team buy –in Gets people excited Helps feeling it real and feasible, at an arm’s length •  Helps with fine tuning •  …. 11
    • 3. Right vs. Left Brain AMATI & Associates Enrich the concept through Mood boards, go beyond words Expression beyond words, generates an ‘ah-ha’ effect 12
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 13
    • AMATI EXAMPLE 4. Uniqueness and Relevance & Associates Strike a balance between being distinctive and keeping it relevant Travel Pillow Cozy Sofa Dress Eco-Aerosol Underwater Phone Seat less Bicycle Super-fast Fridge 14
    • 4. Uniqueness and Relevance AMATI EXAMPLE & Associates CAVEAT: Relevance is not an absolute, it depends on the target consumer and their need states Relevant Not Relevant Enjoyment Vitality Enjoyment Conviviality Power Belonging Recognition Security Control Vitality Conviviality Power Belonging Recognition Security Control 15
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 16
    • 5. Concept to Copy EXAMPLE AMATI & Associates Make sure that the concept can be translated into copy, no need to develop a full fledged campaign Storyboarding (NOT A CAMPAIGN) •  •  •  •  •  •  Can you translate the concept into copy? Does the message make sense? Is it relevant? Is the storyboard engaging enough? Are the emotional elements clear enough? Do you need to educate consumers? Is your concept “Storytellable”? 17
    • 5. Concept to Copy AMATI EXAMPLE & Associates Ultimately fine-tune the concept not the campaign Storyboarding (NOT A CAMPAIGN) •  •  •  The purpose of the exercise is to amend, improve and change the concept not the story board This step it’s not about developing a campaign, it’s about making sure a campaign can be developed The stronger and the more translatable the concept is, the higher the chances of success, whether ATL is a factor or not 18
    • 6 Tips to Develop Great Concepts AMATI & Associates 1.  Begin with an insight 2.  Learning vs. Evaluating 3.  Right vs. Left Brain 4.  Uniqueness and Relevance 5.  Concept to Copy 6.  Experiences, rather than features 19
    • 6. Experiences rather than features AMATI EXAMPLE & Associates Experiences are a better way to educate than product features: it’s the power of metaphors Google Search: Reunion •  •  Source: http://www.youtube.com/watch?v=gHGDN9-oFJE This ad is about lost friends, political divide, political tension, reunion, family ties Yet provides a simple and effective snapshots on how to use: •  Google Search •  Mobile Search •  Web Definitions •  G+ Pages •  Weather forecast •  Flight Tracking 20
    • AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 21