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ZEDTalk 1: Creativity and ideas

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ZEDTalk 1: Creativity and ideas

  1. 1. A Creston Communications company Little Moovies
  2. 2. A Creston Communications company
  3. 3. A Creston Communications company
  4. 4. A Creston Communications company Little Moovies
  5. 5. Mike Cavers Executive Creative Director
  6. 6. Where does creativity come from?
  7. 7. time
  8. 8. timing
  9. 9. different
  10. 10. “To double your success rate, you have to double your failure rate” Tom Watson Founder IBM
  11. 11. “I want to be as famous as Persil Automatic” vision
  12. 12. “I want to be as famous as Persil Automatic” Victoria Beckham Aged 14 vision
  13. 13. a celebration of possibilities
  14. 14. creativity comes from • Taking time • Right place, right time • Being different • Failing better • Having a vision
  15. 15. Creative Reading Eat the Big Fish Adam Morgan Baked In Alex Bogusky and John Winsor Did You Spot the Gorilla Richard Wiseman Freakonomics and SuperFreakonomics Steven D Levitt & Stephen J Dubner A Technique for Producing Ideas James Webb Young Whatever you Think. Think the Opposite Paul Arden God Explained in a Taxi Ride Paul Arden It’s Not How Good You Are, It’s How Good You Want To Be Paul Arden
  16. 16. and finally... www.blendtec.com Blend an iPad… Blend a Trainer...
  17. 17. A Creston Communications company Little Moovies
  18. 18. ZedTalks – Creativity & Ideas JE| Page 21 ZedTalks Creativity can be simple! Jeremy Ellis TUI UK & Ireland
  19. 19. ZedTalks – Creativity & Ideas JE| Page 22 | Page 22 1. Your Brand Story is where creativity begins
  20. 20. ZedTalks – Creativity & Ideas JE| Page 23 | Page 23 1. Your Brand Story is where creativity begins
  21. 21. ZedTalks – Creativity & Ideas JE| Page 24 | Page 24 A Brand Story is made of three strands WHAT? HOW? WHAT…  What you do that customers value and makes you different. HOW…  The way you deliver the WHAT that is better/different to any other brand. WHY…  The customer benefit (typically emotional) i.e. the role your brand serves in customers’ lives. 2 WHY?
  22. 22. ZedTalks – Creativity & Ideas JE| Page 25 | Page 25 2. Dramatise the human truth that your brand can provide a solution to. This is the WHY…
  23. 23. ZedTalks – Creativity & Ideas JE| Page 26 | Page 26 3. Focus all your story telling on the WHY because this is what customers value most…
  24. 24. ZedTalks – Creativity & Ideas JE| Page 27 | Page 27 3. Focus all your story telling on the WHY because this is what customers value most…
  25. 25. ZedTalks – Creativity & Ideas JE| Page 28 | Page 28 4. Be brave with your story telling – make your Brand Story the “Talk of the Town”
  26. 26. ZedTalks – Creativity & Ideas JE| Page 29 | Page 29 4. Be brave with your story telling – make your Brand Story the “Talk of the Town”
  27. 27. ZedTalks – Creativity & Ideas JE| Page 30 | Page 30 5. Align every element of what you do to support your Brand Story… Brand Story Radio TV/Cinema Print/OOH Digital Social Media CRM Content
  28. 28. ZedTalks – Creativity & Ideas JE| Page 31 | Page 31 And the Brand Story needs to live well beyond just Marcomms Brand Story Customer Service Product experience MarComms Internal Culture Social Media Data Strategy
  29. 29. ZedTalks – Creativity & Ideas JE| Page 32 | Page 32 In summary 1. Be clear on your Brand Story – WHAT, HOW, WHY 2. Dramatise the human truth 3. Focus your story telling on the WHY 4. Be brave 5. Align everything you do with your Brand Story
  30. 30. One TUI Hotel Branding July 2014 | Group Marketing | Page 33 Thank you.
  31. 31. A Creston Communications company Little Moovies
  32. 32. TOO MUCH INFORMATION ZEDTalk by Daren Kay
  33. 33. Where do creative ideas comes from? How do you spot a good idea? How can agencies best nurture them?
  34. 34. THE CREATIVE BRIEF ISN’T IT?
  35. 35. TARGET AUDIENCE + CUSTOMER INSIGHT + HOW THE FEATURES & BENEFITS OF THE PRODUCT OR SERVICE MEET THAT NEED
  36. 36. Thinking about buying something – do you most often choose: a) The cheapest b) The most expensive c) Your favourite design d) The most functional
  37. 37. @crisbalanzo DOUGLAS VAN PRAET“The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.” DOUGLAS VAN PRAET, Author of Unconscious Branding
  38. 38. COPY WRITING FOR THE AGEING POPULATION
  39. 39. BEHAVIOURAL ECONOMICS & HEURISTICS
  40. 40. INFORMATION OVERLOAD
  41. 41. COGNITIVE SHORTCUTS
  42. 42. 1. CONSENSUS 4. SCARCITY 2. LIKING 5. AUTHORITY 3. RECIPROCITY 6. COMMITMENT
  43. 43. QUESTION No.1 During your stay in a hotel you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of the following messages is most likely to get you to comply? a) 75% of guests in this room re-use their towels b) 75% of our guests re-use their towels c) Re-using your towel is good for the environment d) Re-using your towel helps us save energy and reduce detergent usage
  44. 44. 8.1% 13.5% 64.9% 13.5% During your stay in a hotel you chose you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of the following messages is most likely to get you to comply? 11.8% 35.3% 23.5% 29.4% 75% of guests in this room re-use their towels 75% of our guests re-use their towels Re-using your towel is good for the environment Re-using your towel helps us save energy and reduces our detergent usage
  45. 45. . Environmental benefits of re- use.35% compliance
  46. 46. . 75% of our guests re-use their towels. An extra 26% compliance.
  47. 47. . 75% of guests in this room re-use their towels. Increased compliance by 33%
  48. 48. .CONSENSUS
  49. 49. SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  50. 50. SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  51. 51. SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  52. 52. 2 OUT OF 3 PITCHES WON.
  53. 53. QUESTION No.2 Thinking about the last time you bought a pair of jeans, which of the following things about the assistant most influenced your purchase decision? a) They were really attractive? b) They were similar in age and style to you? c) They told you how great you looked? d) They offered relevant advice about the item?
  54. 54. 2.7% 16.2% 8.1% 73.0% Thinking about the last time you bought an item of clothing in a store, which of the following about the assistant most influenced your purchase decision? They were really attractive The were similar in age and style to you They told you how great you looked They offered relevant advice about the item 5.9% 17.6% 11.8% 64.7% They were really attractive The were similar in age and style to you They told you how great you looked They offered relevant advice about the item
  55. 55. .LIKING
  56. 56. YOU HAVE BEEN NOMINATED
  57. 57. 2 OUT OF 3 PITCHES WON. DOES THE IDEA MAKE CONSUMERS FEEL GOOD ABOUT THEMSELVES?
  58. 58. .SCARCITY
  59. 59. QUESTION No.3 You enter a shop to enquire about the price of a lamp in the window. Given that the price is acceptable, which of these extra bits of information is most likely to influence you to buy the lamp? a) They’re selling like hot cakes b) The company is discontinuing the line c) That one is a limited edition d) It’s the last one we have in stock
  60. 60. 2.7% 10.8% 37.8% 48.6% You enter a shop to enquire about the price of a lamp in the window. Given the price is acceptable, which of these extra bits of information is most likely to influence you to buy the lamp? 5.9% 5.9% 23.5% 64.7% They're selling like hot cakes The company is discontinuing the line That one is a limited edition It's the last one we have in stock
  61. 61. VASELINE
  62. 62. GORDON’S GIN
  63. 63. INFINITI B/W
  64. 64. . DOES THE IDEA IMPLY SCARCITY, EXCLUSIVITY OR SPECIALNESS?
  65. 65. .RECIPROCITY
  66. 66. QUESTION No.4 Thinking about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping? a) Friendly and personal service? b) Quality of the food? c) A complimentary mint or liquor? d) Perceived obligation to pay 12.5%?
  67. 67. 81.1% 18.9% Think about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping? Friendly and personal service Quality of the food A complimentary mint or liquor Perceived obligation to pay 12.5% 94.1% 00 5.9% Friendly and personal service Quality of the food A complimentary mint or liquor Perceived obligation to pay 12.5%
  68. 68. TIPS INCREASED BY 3%
  69. 69. TIPS INCREASED BY 14%
  70. 70. TIPS INCREASED BY 23%
  71. 71. NO SHIT, SHERLOCK!
  72. 72. . DOES THE IDEA GIVE CONSUMERS SOMETHING THEY GENUINELY WANT?
  73. 73. .AUTHORITY
  74. 74. QUESTION No.5 You’re in a restaurant choosing the wine. The following people are sat around the table. Who do you ask to choose the wine? a) Your partner, who’s been here before b) Your partner’s dad, a doctor, who has a penchant for vintage c) Your partner’s mum, a bit of culinary expert d) The waiter’s recommendation from the restaurant’s cellar
  75. 75. 32.4% 37.8% 8.1% 21.6% You're in a restaurant choosing the wine. The following people are sat around the table. Who do you ask to choose the wine? Your partner, who's been here before His/her dad, a doctor, who has a penchant for vintage His/her mum, a bit of a culinary expert The waiter's recommendation from the restaurant cellar 17.6% 47.1% 11.8% 23.5% Your partner, who's been here before His/her dad, a doctor, who has a penchant for vintage His/her mum, a bit of a culinary expert The waiter's recommendation from the restaurant cellar
  76. 76. DOES THE IDEA HAVE AUTHORITY? DOES IT GIVE THE BRAND CREDIBILITY?
  77. 77. . CONSISTENCY & COMMITMENT
  78. 78. QUESTION No.6 At a deli counter offering free samples of cheese. Which, if any of the following, would make you likely to buy? a) A pre-cut slice offered by an assistant? b) A pre-cut slice for you to take at will? c) A slice cut by an assistant at your request? d) A slice cut by you?
  79. 79. 32.4% 21.6% 40.5% 5.4% Try and imagine yourself at the deli counter in a supermarket offering free samples of three unfamiliar cheeses. Which of the following would make you most likely to buy? A pre-cut slice offered by an assistant A pre-cut slice for you to take at will A slice cut for you by an assistant at your request A slice cut by you 11.8% 17.6% 58.8% 11.8% A pre-cut slice offered by an assistant A pre-cut slice for you to take at will A slice cut for you by an assistant at your request A slice cut by you
  80. 80. SAINSBURY’S GOAL SETTING
  81. 81. DOES THE IDEA MENTALLY COMMIT CONSUMERS? DOES IT ACITVELY INVOLVE THEM?
  82. 82. A Creston Communications company Little Moovies
  83. 83. But Richard, you were crap at Maths...
  84. 84. Let’s get those brains in check 12 x 4 +3 - 46 =
  85. 85. Let’s get those brains in check 144 ÷ 9 - 16 + 4 =
  86. 86. Let’s get those brains in check 9
  87. 87. Let’s get those brains in check 16 x 0 ÷ 2 + 2 =
  88. 88. Let’s get those brains in check 75 ÷ 15 x 2 - 9 =
  89. 89. Worlds first brand
  90. 90. The Rise of the Mad Man
  91. 91. The changing channel landscape
  92. 92. The Rise of the Math Man
  93. 93. The Rise of the Math Man
  94. 94. The Rise of the Math Man
  95. 95. The Rise of the Math Man
  96. 96. When Mad Man and Math Man combine
  97. 97. When Mad Man and Math Man combine
  98. 98. When Mad Man and Math Man combine
  99. 99. and i hope you do to. Thank you
  100. 100. Left Right
  101. 101. Left Right MYTH
  102. 102. Left Right THANK YOU
  103. 103. A Creston Communications company Little Moovies
  104. 104. “Learn the rules like a pro, so you can break them like an artist.” Skip Fidura Client Services Director Chairman Email Marketing Council
  105. 105. Slide 142 @SkipFidura @dotmailer
  106. 106. Slide 143 @SkipFidura @dotmailer “Creativity is just connecting things … I think the artistry is in having an insight into what one sees around them. Generally putting things together in a way that no else has before …” Steve Jobs
  107. 107. Slide 144 @SkipFidura @dotmailer
  108. 108. Slide 145 @SkipFidura @dotmailer Did LEGO Kill Creativity?
  109. 109. Slide 146 @SkipFidura @dotmailer Engagement Loop Acquisition Purchase Churn Lead Nurturing Customer Life Cycle Re- engagement External Activities Automation
  110. 110. Slide 147@SkipFidura @dotmailer People Buy From People
  111. 111. Slide 148 @SkipFidura @dotmailer “In order to be irreplaceable one must always be different.” Coco Chanel
  112. 112. Thank You Skip Fidura Client Services Director Chairman Email Marketing Council
  113. 113. A Creston Communications company

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