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Marketing Roundtable - June 12, 2012 - Paul Koch

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This is the presentation from Paul Koch's Creative Strategy of Action Marketing Roundtable event.

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Marketing Roundtable - June 12, 2012 - Paul Koch

  1. 1. CREATIVE STRATEGY IN ACTION Paul Koch Creative Strategist Q LTDSPARK June 12, 2012
  2. 2. Are youCREATIVE?In a recent global survey, CEOs say creativityis one of the most essential skills for navigatingan increasingly complex world. SPARK June 12, 2012
  3. 3. •CREATIVE/ARTIST•Associations?SPARK June 12, 2012
  4. 4. •ENTREPRENEUR/BUSINESS•Associations?SPARK June 12, 2012
  5. 5. CREATIVE. ON STRATEGYCommunicate/market in a unique way. SPARK June 12, 2012
  6. 6. •Examples:•CREATIVE CAMPAIGNSSPARK June 12, 2012
  7. 7. SPARK June 12, 2012
  8. 8. •Examples:•CREATIVE CREATION(vs. disruption)SPARK June 12, 2012
  9. 9. SPARK June 12, 2012
  10. 10. •“If it doesn’t sell, it isn’t creative.”• - DAVID OGILVYSPARK June 12, 2012
  11. 11. • $$$ vs.SPARK June 12, 2012
  12. 12. •The secret to standing out:* KNOW YOUR MARKET•* KNOW YOUR AUDIENCE•* KNOW YOUR COMPETITION* KNOW WHAT MAKES YOU UNIQUESPARK June 12, 2012
  13. 13. •KNOW YOUR MARKET•Who’s buying?•What are you really selling?•How are you unique?•What’s the potential?SPARK June 12, 2012
  14. 14. •KNOW YOUR AUDIENCE•Who are you selling to?•What motivates them?•What problem are you solving?•How are you making their life/job better?SPARK June 12, 2012
  15. 15. •KNOW YOUR COMPETITION•Who are you competing against?*And what else are you competing with?•What are they up to lately?•What are they about … how positioned?•What have you got that they don’t?SPARK June 12, 2012
  16. 16. Investigate•DO IT RIGHT Validate Differentiate Innovate/CreateSPARK June 12, 2012
  17. 17. •ROLE MODELS•Inspiration in business?SPARK June 12, 2012
  18. 18. •CREATIVE CREATURES•Innovators beyond business life?SPARK June 12, 2012
  19. 19. •“The world moves forward by crazy.”• - VICTOR WOOTEN, JAZZ BASSISTSPARK June 12, 2012
  20. 20. What is creativity, and why is it important? Why? Why not? What if?SPARK June 12, 2012
  21. 21. THE“CREATIVE”* Expression* New ideas* Problem solving* Disruptive* Evolution SPARK June 12, 2012
  22. 22. CREATVITY. PROGRESS.SPARK June 12, 2012
  23. 23. CREATIVE THINKERS NEEDEDSPARK June 12, 2012
  24. 24. ORIGINALITYMAKES AN IMPACT SPARK June 12, 2012
  25. 25. “Every act of creation is first of all an act of destruction.” - PABLO PICASSOSPARK June 12, 2012
  26. 26. Am I creative?SPARK June 12, 2012
  27. 27. SPARK June 12, 2012
  28. 28. Am I creative?SPARK June 12, 2012
  29. 29. BRAINSTORMINGSPARK June 12, 2012
  30. 30. TRY THIS!- Brainstorm with others – Good ideas can come from anywhere- Explore – Get informed, research, consult experts• - Refresh your brain with new experiences• – Get out of your routine … routine = rutSPARK June 12, 2012• – Take a different route to work, park
  31. 31. No wrong #1 Rule of Brainstorming answers!SPARK June 12, 2012
  32. 32. “Rules are for the obedience of fools and the guidance of wise men.” - DAVID OGILVYSPARK June 12, 2012
  33. 33. Step 1: GOSPARK June 12, 2012
  34. 34. Step 2: ANALYZESPARK June 12, 2012
  35. 35. Step 3: CHOOSESPARK June 12, 2012
  36. 36. AVOID BRAINSTORMING ROADBLOCKS• Negativity “I’m not creative”• Don’t go for the right answer• Don’t be logical• Don’t be practical• Don’t stop until you’ve exploredSPARK June 12, 2012 further
  37. 37. SPARK June 12, 2012
  38. 38. “Without deviation (from the norm) progress is not possible.” - FRANK ZAPPASPARK June 12, 2012
  39. 39. LOOK ATTHINGS FROMA DIFFERENTPERSPECTIVE.SPARK June 12, 2012
  40. 40. •BE PERSISTENTSPARK June 12, 2012
  41. 41. •SEEK PROFESSIONAL HELPSPARK June 12, 2012
  42. 42. •Brand Building:•QUALITY & CONSISTENCYSPARK June 12, 2012
  43. 43. •HAVE FUN INNOVATING / CREATINGSPARK June 12, 2012
  44. 44. •RECOMMENDED READING•Fast Company Magazine•Brandchannel.comIntelligence Reframed (Howard Gardner)•Ogilvy on Advertising•Your Recommendations?SPARK June 12, 2012
  45. 45. Thank QSPARK June 12, 2012

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