amp up your creativity

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Anyone can be creative and this class PROVED it! of the 70 people in the room only one thought they were creative and your campaigns 'rocked' ;)

Templates are based on the research from Goldenberg and can be read in EXTREME detail here: http://pluto.huji.ac.il/~msgolden/home_page/pdf/ads_templates_MS.pdf

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  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 245 billion mcDonalds burgers – 32,000 restaraunts, 100 countries 23.83 billion 2.4 billion burger burgers/ year – 12,200 restaraunts 2.5 billion
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • 18.1 last meeting 5.3 last meeting 23.3 hard lead conversion with contest emails removed
  • amp up your creativity

    1. 1. amp up your creativity.
    2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>What do you want to learn? </li></ul><ul><li>The creative environment </li></ul><ul><li>Basic rules </li></ul><ul><li>Yes, creativity can be “taught” and I’ll prove it. </li></ul><ul><li>Work session </li></ul>
    3. 3. A little about me… <ul><li>Executive Director of Marketing </li></ul><ul><ul><li>Started with ASI in 2004 heading up the ESP marketing program </li></ul></ul><ul><li>15+ years marketing experience </li></ul><ul><ul><li>Ran an agency worked with many large brands – Agilent, UPS, McDonalds </li></ul></ul><ul><li>Author: “Compelling Communications” – marketing for small and medium sized businesses </li></ul>
    4. 14. The “Unexpected Replacement” concept
    5. 15. The “Personification” concept
    6. 16. The “Extreme Attribute” concept & The “Extreme Worth” concept
    7. 17. The “Extreme Situation” Concept
    8. 18. The “Consequences” template The “Inverted Consequences” template
    9. 19. The “Interactive Advertising” concept Head & Shoulders … Tide stain release
    10. 20. More Creative Concepts That Work <ul><li>The “Absurd alternative” concept </li></ul><ul><ul><li>Grandmother barks like a dog when robbers </li></ul></ul><ul><ul><li>appear at her house </li></ul></ul><ul><li>The “Unexpected comparisons” template </li></ul><ul><ul><li>The “Slowskys” – Internet & turtles </li></ul></ul><ul><li>The “Time Shift” concept </li></ul><ul><ul><li>Wife talking to her husband about life insurance </li></ul></ul><ul><ul><li>… in a séance after his death </li></ul></ul>
    11. 21. What concept was used by Pioneer?
    12. 22. Core Elements <ul><li>Unexpected </li></ul><ul><li>Extreme </li></ul><ul><li>Emotional </li></ul><ul><ul><li>Funny </li></ul></ul><ul><ul><li>Sexy </li></ul></ul><ul><ul><li>Heart-warming </li></ul></ul><ul><ul><li>Sad/ pain </li></ul></ul>
    13. 23. Group Exercise <ul><li>Create a memorable concept for your customers </li></ul><ul><li>about a new eco-friendly promotional product called </li></ul><ul><li>Rock Paper. </li></ul><ul><li>Paper made from rocks </li></ul><ul><li>No tree material </li></ul><ul><li>No water used in production </li></ul><ul><li>Degrades in 3 – 9 months </li></ul><ul><li>Requires 20-30% less ink than regular paper </li></ul><ul><li>Cradle to cradle certified </li></ul>

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