SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How ...

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Unicorns vs dinosaurs
How to be creative when nobody wants you to

Founder and MD of Manyminds
Co-founder of Outrageous Creative
Author of ‘The Future is Freelance’
Runs mentoring programme...

Let me start with a fact
@kirsty_hulse #searchlove

11 items of clothing
@kirsty_hulse #searchlove
39,916,800 ways to get
dressed

Business operate on
quantifiable predictability
@kirsty_hulse #searchlove

We reward not making
mistakes and maintaining
status quo
@kirsty_hulse #searchlove

People are paid
to not f**k up
@kirsty_hulse #searchlove

Meanwhile
@kirsty_hulse #searchlove

We are exposed to 3000
adverts a day
@kirsty_hulse #searchlove

1 in 3 of us use
ad blockers
@kirsty_hulse #searchlove

“I get thousands of press
releases a day. Literally.
Thousands.”
@kirsty_hulse #searchlove

We have to be bold and
incite emotion
@kirsty_hulse #searchlove

600+ pickups, including initial
placements with BuzzFeed and
The Huffington Post
Extensive international
coverage, includi...

“Emotions are the key - consider using data
that will tell a human story, resonate
emotionally, or tell us something parti...

Brands don’t like to have
opinions
@kirsty_hulse #searchlove

87% of us struggle to get our
best ideas signed off
@kirsty_hulse #searchlove

How can we be creative
nobody wants to take
risks?
@kirsty_hulse #searchlove

1. Have bold ideas
2. Get them signed off
bold ideas...
...Signed off

Having bold ideas

@kirsty_hulse #searchlove
Who here believes you
are a creative person?

“Creativity is a skill that can be
learned, developed and
applied”
@kirsty_hulse #searchlove

Habits
Brainstorms
Validation
@kirsty_hulse #searchlove

“All creativity comes
through play.”
@kirsty_hulse #searchlove

Businesses have to
develop habits to enable
their staff to be creative
@kirsty_hulse #searchlove

Random wordsUse random words against a defined focused
to stimulate new ideas. The random word
allows us to open up paths ...

Focus: To provide
idea to promote a
storage company
Random word:
Planet and
Photograph

Confidence games
@kirsty_hulse #searchlove

Be playful, take
ourselves a less
seriously, loosen
inhibitions
@kirsty_hulse #searchlove

One word story
You know the drill. One word each. It has to make sense. There’s a timer.
@kirsty_hulse #searchlove

An expert talk
Pick a subject from the list on the next slide. Then, can you please educate
the room on how this topic.
@k...

1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensi...

“I had no idea
how easily I could
make stuff up!”
@kirsty_hulse #searchlove

ProvocationsCome up with absurd solutions to a
problem

Emotionally connect
with storage
@kirsty_hulse #searchlove

Underlying emotional
principle: Loss, change,
sentimental value
@kirsty_hulse #searchlove

1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensi...

Write a blog post
@kirsty_hulse #searchlove

Use Instagram stories
@kirsty_hulse #searchlove

Run a test data campaign
@kirsty_hulse #searchlove

Business case
for creativity

“Creative campaigns
were 7 times more
effective than
non-creative campaigns”
@kirsty_hulse #searchlove

“If you let me be creative,
this will be 700% better”
@kirsty_hulse #searchlove

“Non creative
campaigns are
becoming less effective
over time”
@kirsty_hulse #searchlove

A standard way of
pitching a campaign is a
problem
@kirsty_hulse #searchlove

“I give my client loads of
data, but they still don’t
sign it off”
@kirsty_hulse #searchlove

Data is only good for
rational decision making.
Here we’re dealing with
fear
@kirsty_hulse #searchlove

Pitch something
insane
@kirsty_hulse #searchlove

The centre stage
complex
@kirsty_hulse #searchlove

“53% more likely to pick
the middle option”
@kirsty_hulse #searchlove

Plan for the worst case
scenario
@kirsty_hulse #searchlove

@kirsty_hulse #searchlove

Business case
for creativity
Round up!

Believe in your
ability to be creative
@kirsty_hulse #searchlove

Practice and train your
creative mind
@kirsty_hulse #searchlove

Go to new places. Be
silly. Play games.
@kirsty_hulse #searchlove

Have tiny feet
@kirsty_hulse #searchlove

Take time to
understand who you
are trying to convince
@kirsty_hulse #searchlove

Anticipate objections
@kirsty_hulse #searchlove

Win the
space race!
@kirsty_hulse #searchlove

Thank you!
bit.ly/SEOunicorn
kirsty@outrageouscreative.com
@kirsty_hulse

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