Less is more. About simplicity in marketing and communications.

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These are the slides from a presentation I gave to a couple of clients. They asked me if they could do more with less money. A tricky question that is. So i said they could start by doing more with less messages. In the end, it'll help saving the money.

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Less is more. About simplicity in marketing and communications.

  1. 1. Less is more Tom Theys
  2. 2. Creativity without strategy is called art.Creativity with strategy is called advertising.
  3. 3. The more you TALK the less you SAY
  4. 4. Most of what I learned about marketing,I learned from Phil.
  5. 5. YOUR OBJECTIVE I’d like to spend my life with her.
  6. 6. I’m a pretty good masseur.WHAT YOU WOULD LIKE TO TELL HER I have a good job. I rarely drink. I’d do anything for you. I totally understand women. They say I’m funny. I’ll even love you when you’re old. Yes, I’m open to ballroom dancing. I think men should take care of the children more often.
  7. 7. YOUR KEY MESSAGE I LOVE HER.
  8. 8. A SIMPLE WAY TO SAY IT I love you!
  9. 9. A CREATIVE WAY TO SAY IT I wish my grandchildren would look just like you.
  10. 10. In life(aka what my mom used to tell me) Keep the mystery Keep talking
  11. 11. I hope he’s got humour.
  12. 12. By the way:I’m an incredibly funny guy!
  13. 13. By the way: I’m an incrediblyWhat a jerk... funny guy!
  14. 14. In marketing, way too often: Keep talking Keep the mystery
  15. 15. In marketing should be: Say less, talk enough Talk more, say enough
  16. 16. LESSISMORE
  17. 17. LESS talkingISMORE understanding
  18. 18. LESS complexityISMORE understanding
  19. 19. LESS sayingISMORE meaning
  20. 20. LESS promiseISMORE proof
  21. 21. Enemy 1 : Too many messages
  22. 22. Enemy 2 : meeting room language We need to create an ad for Jumpy Juice. JJ is the market leader with 16,3% share but they struggle with competition from private labels and lose penetration. The problem is they don’t have a differentiating product benefit. So we need to do emotional advertising to build consumer bonding.
  23. 23. Enemy 3 : complex briefing
  24. 24. Brief # 1 “Please paint the ceiling”• What is the objective?• What direction does Michelangelo have to go?
  25. 25. Brief # 2 “Please paint the ceiling using red, green and yellow paint.”• What is the objective?• What direction does Michelangelo have to go?• Too restrictive
  26. 26. Brief # 3“We’ve got terrible problems with cracks in the ceiling. Can you cover it up for us?” • What is the objective? • What direction does Michelangelo have to go? • Irrelevant information • Demotivating
  27. 27. Brief # 4 “Please paint Biblical scenes on the ceiling, incorporating some or all of the following:God, Adam, angels, cupids, devils and Saints.” • Clear objective • Most important elements • Relevant information • Is it motivating?
  28. 28. The brief Michelangelo was given“Paint our ceiling for the greater glory of God and as an inspiration and lesson to his people.” • Clear objective • Most important elements • Relevant information • Motivating • Inspiring
  29. 29. How to judge on simplicity?
  30. 30. Ideas are to be sharedSo check how you would share an idea:  With your boss  With your partner  With your 12 year old son or daughter … while they’re on Facebook.
  31. 31. Judging simplicityCan you write it on a Post-It or a beercoaster?
  32. 32. Judging simplicityCan you explain it in 140 characters?
  33. 33. 3 take-outsto make more out of less
  34. 34. How to make more out of less 1. 2.3.
  35. 35. I hope he’ll be true to me
  36. 36. I will never cheat youwith another woman!
  37. 37. I will never cheat you with another woman!I want to go home.
  38. 38. How to make more out of less 1. 2.3.
  39. 39. How to make more out of less 1. 2.3.
  40. 40. Which brings us back to Dr. Phil“A kiss is the action that marks arelationship.[…]Kissing is essential to feel connected. […]I also feel it is one of the things that oftengets overlooked as to how important it reallyis for women and men [and brands, tt] in arelationship.”
  41. 41. Conclusion:Let’s KISS!
  42. 42. @tomtheystom.theys@publicis.be

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