The Big Idea in 5 Steps

47,867 views

Published on

How to come up with the Big Idea in 5 steps.

2 Comments
106 Likes
Statistics
Notes
No Downloads
Views
Total views
47,867
On SlideShare
0
From Embeds
0
Number of Embeds
3,111
Actions
Shares
0
Downloads
1,987
Comments
2
Likes
106
Embeds 0
No embeds

No notes for slide

The Big Idea in 5 Steps

  1. 1. THE BIG IDEA in five steps
  2. 2. 1 2 3 4 5 STEP ONE Why are you here?
  3. 3. 1 2 3 4 5 Understand the context first.
  4. 4. 1 2 3 4 5 Why are you doing this? What is the physical, economical, social and technological (PEST) environments like as you think of about the big idea? Why does the Client need you?
  5. 5. 1 2 3 4 5 It’d be quite dumb to be selling hi-notes investments now, wunnit? Now you won’t know that unless you understood your environments.
  6. 6. 1 2 3 4 5 Don’t assume you understand them all. Do some bloody homework.
  7. 7. 1 2 3 4 5 STEP TWO What is the problem?
  8. 8. 1 2 3 4 5 If there is no problem, there’s no need for a solution. Why is there a need for this big idea?
  9. 9. 1 2 3 4 5 Say you’re the marketer in charge of launching a new pair of running shoes. You’re currently ranked #4 worldwide in terms of sales figures. What do you think your problem is?
  10. 10. 1 2 3 4 5 Typical answer: To increase brand awareness.
  11. 11. 1 2 3 4 5 Duh.
  12. 12. 1 2 3 4 5 That’s not the problem. If you’re ranked #4, do you think you really have an issue with brand awareness?
  13. 13. 1 2 3 4 5 Is this the right answer? Runners are too loyal to their existing brands of shoes.
  14. 14. 1 2 3 4 5 Well, sort of. That’s a consumer insight.
  15. 15. 1 2 3 4 5 You need to find out the consumer insight to unveil the problem.
  16. 16. 1 2 3 4 5 The right answer: There is no compelling reason why a runner should experiment with a new brand of shoes.
  17. 17. 1 2 3 4 5 Coming up with a solution to tackle that problem is much easier, don’t you think?
  18. 18. 1 2 3 4 5 STEP THREE Why is there a problem?
  19. 19. 1 2 3 4 5 Why do you think the problem exists?
  20. 20. 1 2 3 4 5 Here’s a tip: it’s usually due to the environments.
  21. 21. 1 2 3 4 5 Let’s continue with selling the running shoes.
  22. 22. 1 2 3 4 5 Physical Environment: Are you launching your shoes during the monsoon season, and most runners prefer running outdoors than indoors?
  23. 23. 1 2 3 4 5 Physical Environment: Or maybe your competitors have twice as much marketing budget, and are launching their new shoes at the same time?
  24. 24. 1 2 3 4 5 Economic Environment: Are your shoes too expensive? Or maybe too cheap?
  25. 25. 1 2 3 4 5 Isn’t being cheap a good thing?
  26. 26. 1 2 3 4 5 Well, it depends on how the society thinks.
  27. 27. 1 2 3 4 5 Social Environment: How do runners perceive you?
  28. 28. 1 2 3 4 5 Social Environment: How do they run? In packs? Alone?
  29. 29. 1 2 3 4 5 Social Environment: What do they do on a social basis?
  30. 30. 1 2 3 4 5 Social Environment: How do they socialise?
  31. 31. 1 2 3 4 5 Social Environment: Do they think cheap = good? Do they even care?
  32. 32. 1 2 3 4 5 STEP FOUR Based on what you know so far, what is your single-minded proposition?
  33. 33. 1 2 3 4 5 The single-minded proposition sums up the single most important thing you can say about the brand that influences the consumer in such that it addresses your problem.
  34. 34. 1 2 3 4 5 It should be kept to a single sentence.
  35. 35. 1 2 3 4 5 You’re not writing a freaking thesis.
  36. 36. 1 2 3 4 5 It is not a tagline.
  37. 37. 1 2 3 4 5 So save the fluff for later.
  38. 38. 1 2 3 4 5 The best big ideas we’ve seen all have a single-minded proposition. Not multiple-minded. Don’t be greedy.
  39. 39. 1 2 3 4 5 The more you want to say, the less people will remember.
  40. 40. 1 2 3 4 5 Do you remember what Creative Technology was trying to say with their MP3 advertisements?
  41. 41. 1 2 3 4 5 How about the iPhone?
  42. 42. 1 2 3 4 5 My point exactly.
  43. 43. 1 2 3 4 5 STEP FIVE Coming up with the big idea.
  44. 44. 1 2 3 4 5 The big idea is an umbrella idea that delivers the single-minded proposition.
  45. 45. 1 2 3 4 5 It is not a tactical idea.
  46. 46. 1 2 3 4 5 And certainly not a media buy suggestion.
  47. 47. 1 2 3 4 5 Huh? What do you mean?
  48. 48. 1 2 3 4 5 Shoot the next agency that tells you your big idea is to start a blog or Facebook group.
  49. 49. 1 2 3 4 5 A big idea is big enough to be adapted through various media.
  50. 50. 1 2 3 4 5 A big idea is also big enough to be adapted into various tactical ideas.
  51. 51. 1 2 3 4 5 Not everyone can come up with a big idea.
  52. 52. 1 2 3 4 5 And not all big ideas are good enough to disrespect time.
  53. 53. Good luck coming up with the big idea. This presentation was brought to you by Pat Law. website: blankanvas.bypatlaw.com email: pat@bypatlaw.com twitter: twitter.com/patlaw plurk: plurk.com/patlaw

×