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The Rite Concept - Award Winning Concepts
The document provides tips and guidance for developing effective concepts. It discusses what a concept is, how it should answer key questions for consumers, and include a promise, reason to believe, and description. Tips include starting with the benefit, making the benefit distinctive in the category, keeping the concept simple and single-minded, including a "cost of entry" benefit if needed, and ensuring the benefit is important to the target consumer. Examples are given to illustrate strong and weak concepts. The overall message is that effective concepts are driven by consumer needs and provide a clear consumer benefit.
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Similar to The Rite Concept - Award Winning Concepts
The Rite Concept - Award Winning Concepts
- 1. “Award Winning” Concept Development Martha E. Guidry www.TheRiteConcept.com QRCA Conference - October 2005
- 2. Goals • Concept Fundamentals • Tips & Tricks • Hands on Prac>ce • “Before” & “AAer” Case Studies @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 3. A Concept is.. A promise a product makes to resolve an unmet consumer need, the reason why it will sa>sfy the need, and a descrip>on or portrayal of any key element that will affect the percep>on of the product.* * Source: P&G @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 4. Concept Answers 2 Ques>ons 1. What’s in it for me, the consumer? 2. Why should I believe it? @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 5. Concept Example – M&Ms Headline: M&M’s the fun, mess-‐free chocolate ACB: My kids love chocolate, but the chocolate covered hands can be a problem especially when we’re out and about. Benefit: Introducing M&Ms, the fun way to eat chocolate without the mess. RTB: That’s because M&Ms are delicious pieces of chocolate dipped in a candy coa?ng so they melt in your mouth, not in your hand.
- 6. Tip #1 Concepts are NEED driven, not technology driven @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 7. Example – Irrelevant “Technology” • Introducing the (restaurant) Mega Jug – 64 ounces of thirst-‐quenching enjoyment in one giant cup. • Consumer comments: – Why do I need almost 2 quarts of soda in a cup? – How am I going to fit that in my cup holder in the car because I’ll never finish at the restaurant? – How am I going to liF that up with one hand? Does it have 2 handles? – If it has 2 handles, how do I drive? @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 8. Tip #2 Start with the Benefit @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 9. Benefit @2005 TheRiteConcept– Work must be cited when used without expressed permission
- 10. Benefit Purpose What is it? A promise that answers the ques>on: “What’s in it for me?” How is it used? Addresses the frustra>on or unmet need in the ACB & describes primary advantage of specific product * Source: P&G
- 11. Benefit Pi`alls 1. Not dis>nc>ve & ownable 2. Too complicated 3. Doesn’t communicate baseline performance 4. Not relevant to target 5. Doesn’t communicate “becer” in some way 6. Inconsistent with brand character
- 12. Tip #3 Make it dis>nc>ve for category @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 13. Example – Not Dis>nc>ve Before Clairol Nice & Easy hair color removes the gray. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 14. Example -‐ Dis>nc>ve Before Clairol Nice & Easy hair color removes the gray. AAer Clairol Nice & Easy -‐ 6 weeks of non-‐stop, natural looking color. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 15. Tip #4 Keep single-‐minded so the consumer “gets it” @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 16. Example – Too Complicated BRAND N Rejuvena>ng hand lo>on minimizes age spots, reduces lines, and leaves your hands smoother. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 17. Example -‐ Simplified Before BRAND N Rejuvena>ng hand lo>on minimizes age spots, reduces lines, and leaves your hands smoother. AAer BRAND N Rejuvena>ng hand lo>on gives you younger-‐looking hands. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 18. Tip #5 Include “cost of entry” benefit (if category requires it) plus “something” @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 19. Example – Missing Required Benefit Before Resolve for Steam Machines makes your whole room look brighter. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 20. Example – Includes Required Benefit Before Resolve for Steam Machines makes your whole room look brighter. AAer Resolve for Steam Machines deep cleans your carpet and makes your whole room look brighter. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 21. Tip #6 Make sure it is important to the target consumer @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 22. Response Research, Research, Research @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 23. Tip #7 If possible, offer superiority vs. other category products @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 24. Example -‐ Superiority Dawn dish detergent removes grease becer than other leading brands. Choosey moms choose Jif. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 25. Tip #8 Consider power parity claims @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 26. Example – Power Parity Claims Dawn No dish detergent removes grease becer than Dawn No dish detergent beats Dawn at grease removal. Jif No peanut bucer has more fresh-‐roasted peanut taste than Jif
- 27. Tip #9 Fit with brand character
- 28. Example – Consistent with Brand Character What comes to mind when I say Woolite? @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 29. Example – Consistent with Brand Character Woolite was iden>fied with its laundry care heritage. – Associate it with something my grandmother would use/been around for a long >me – A trusted brand – Gentle/Strong cleaning with gentle touch for delicate items or items needing special care – Makes me feel happy knowing that I am caring for my things @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 30. Inconsistent with Brand Character Company sold name with rug cleaner for an>trust reasons…. Woolite Oxy Deep • Permanently Removes Tough Carpet Spots & Stains Like Red Wine, Cola, & Fruit Juice! • 2 Powerful Cleansers ac>vate the power of oxygen with a tough spot cleaner. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 31. Inconsistent with Brand Character Company sold name with rug cleaner for an>trust reasons…. Woolite Oxy Deep • Permanently Removes Tough Carpet Spots & Stains Like Red Wine, Cola, & Fruit Juice! • 2 Powerful Cleansers ac>vate the power of oxygen with a tough spot cleaner. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 32. Benefit Pi`alls 1. Not dis>nc>ve & ownable 2. Too complicated 3. Doesn’t communicate baseline performance 4. Not relevant to target 5. Doesn’t communicate “becer” in some way 6. Inconsistent with brand character @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 33. ACBs @2005 TheRiteConcept– Work must be cited when used without expressed permission
- 34. ACB @2005 TheRiteConcept– Work must be cited when used without expressed permission
- 35. Accepted Consumer Belief (ACB) Purpose What is it? An ACB is a statement which expresses the target consumer’s frustra>on or unmet need. How is it used? Creates a context or perspec>ve for the rest of the concept, that is, the primary benefit and support statements. *Source: P&G @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 36. ACB Examples Statements which: Communicate an exis9ng belief • I worry about the long term effects of taking a drug daily. Set up a problem or paradox • I want my delicates to get clean in the washer, but I don’t want to ruin the fine fabrics. Establish a compe99ve posi9oning • I add bleach to my laundry detergent because detergents along won’t clean my whites well enough. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 37. ACB Pi`alls 1. Nega>ve language or setup 2. Asks a ques>on 3. Restates the benefit 4. Too complicated 5. Too long – disengages the consumer 6. Not in consumer language 7. Third person (“you”) @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 38. Tip #10 Great ACBs follow “PQRSBC1” @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 39. ACB Guidelines P = Positive Q = No Questions R = No Restatement S = Keep Simple B = Brief C = Consumer Language 1 = 1st Person (“I’”)
- 40. Posi>ve Before Gas prices are so high. I’m finding it difficult to feed my family and fill up my car. I just don’t see any hope that gas prices will get becer soon. AAer The high price of gas has gocen everyone talking. Anything to save a few bucks at the pump is welcome. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 41. No Ques>ons Spor>ng events are lots of fun. Are you looking to take your family to a premiere spor>ng event? We like to eat pizza and watch TV on Friday night. But are you >red of watching the same old TV shows? Is your family in need of an adventure? @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 42. No Restatement I remember when you could get a an ice cream soda at the corner shop. I wish I could have a root beer float like the good ol’ days. Now for a limited >me only, (restaurant) is teaming up with Baskin-‐Robins ice cream to offer our authen>c root beer float. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 43. No Restatement I remember when you could get a an ice cream soda at the corner shop. I wish I could have a root beer float like the good ol’ days. Now for a limited >me only, (restaurant) is teaming up with Baskin-‐Robins ice cream to offer our authen>c root beer float. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 44. Keep Simple Before Being the family chauffeur, nurse, coach, chef, jungle gym and warden can wear a gal out! I really think that every once in awhile I deserve some >me off from all the things I’m expected to do. AAer I work hard to be a great mom. Occasionally, I deserve a night off. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 45. Brief Before At the end of a long day, there’s nothing more relaxing than kicking back in the comfort of your living room, ordering a pizza, calling up some friends, and purng in a hot new movie release. Unfortunately, I don’t like having to drive to the video store to pick up the rental. It’s just another thing to add to my “to do” list. AAer I love to order a pizza and watch a movie or TV. It’s just a great way to unwind. Having to stop by the video store can be a hassle. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 46. Consumer Language Before It’s thirty minutes ‘>l kick off >me, and you have a house full of hungry guys…that’s when you realize, you’re low on snacks! Or, maybe you’re having a big family gathering and there’s just no >me to run to the store. In situa>ons like these, what’s a >me-‐crunched party thrower to do? AAer Gerng together with family and friends to watch a game or hang out is fun and relaxing. There’s nothing worse than realizing I’m short on snacks. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 47. 1st Person Before You remember when you could get a an ice cream soda at the corner shop. You wish you could have a root beer float like the good ol’ days. AAer I remember when I could get an ice cream soda at the corner shop. I wish I could have a root beer float like the good ol’ days @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 48. Tip #11 Listen to the concept/concept elements with your eyes closed @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 49. Close Eyes & Listen @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 50. Close Eyes & Listen for Issues You probably have some cleaning jobs that you can’t finish the way you want. Isn’t that so? New 2-‐sided BRAND Z paper towels – now one towel lets you start and finish off a cleaning job to your sa>sfac>on. One side is extra thick and bumpy while the other side is smooth and soA – so it’s kind of like the two-‐sided brush you use to clean and polish your shoes the bumpy side is designed for cleaning and scrubbing, but flip it over and the smooth side adds that polished or finished touch to any job. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 51. Close Eyes & Listen for Issues You probably have some cleaning jobs that you can’t finish the way you want. Isn’t that so? New 2-‐sided BRAND Z paper towels – now one towel lets you start and finish off a cleaning job to your sa>sfac>on. One side is extra thick and bumpy while the other side is smooth and soA – so it’s kind of like the two-‐sided brush you used to clean and polish your shoes the bumpy side is designed for cleaning and scrubbing, but flip it over and the smooth side adds that polished or finished touch to any job. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 52. Close Eyes & Listen @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 53. Close Eyes & Listen for Improvement Some>mes I can’t finish a quick clean up job how I’d like without gerng out a few items. New 2-‐sided Brawny paper towels – now one towel lets you start and finish off a cleaning job to your sa>sfac>on. That’s because one side is designed for cleaning and scrubbing, but flip it over and the smooth side adds that polished or finished touch to any job. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 54. RTBs @2005 TheRiteConcept– Work must be cited when used without expressed permission
- 55. RTB Purpose What is it? The part of the concept that gives the product promise credibility. How is it used? Explains why a product will deliver the benefit. It completes the consumer logic. Source: P&G @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 56. RTBs RTBs can take many forms: • Technical Performance • Ingredient quality • Product feature • Special ingredient • Endorsement • Visual demonstrations • Product Aesthetics • Lack of ingredients @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 57. RTB Pi`alls 1. Too technical 2. Doesn’t support the benefit 3. Not logical to the consumer 4. Adds new benefit(s) @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 58. Tip #12 No “techno-‐speak” @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 59. Example – Too Much Technospeak At last, there’s Progaine, a new hair care product that really delivers volume. That’s because Progaine contains amino acids to penetrate and strengthen the hair, plus a combina>on of volumizing pep>des & locopenes for extra liA. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 60. Tip #13 Keep the benefit in the benefit statement @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 61. Example – Benefit in the RTB Introducing new Sherwin Williams “1 Step” paint for 1 coat coverage. That’s because “1 Step” paint combines the primer and the final coat all in one paint so it eliminates all the extra steps and work required with a typical paint job so you can complete the job faster. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 62. Example – Benefit in the RTB Introducing new Sherwin Williams “1 Step” paint for 1 coat coverage. That’s because “1 Step” paint combines the primer and the final coat all in one paint so it eliminates all the extra steps and work required with a typical paint job so you can complete the job faster. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 63. Headline @2005 TheRiteConcept– Work must be cited when used without expressed permission
- 64. Headline Purpose Summarizes the most important idea in the concept @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 65. Headline Pi`alls 1. Not benefit based 2. Too complicated 3. Too “Copy-‐like” @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 66. Tip #14 Write the headline last #15 Keep headline benefit focused @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 67. Examples -‐ Headlines Hand lo?on that minimizes signs of aging: The freedom to show your hands – beau>fully Shampoo for fine/thin hair: Finally, volume for your fine/thin hair @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 68. Tip #16 Treat headline as if it is the only statement remembered #17 A concept is not a print ad -‐ doesn’t need a provoca>ve or acen>on gerng headline @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 69. Example – Headline that Too Copy-‐Like Shampoo for fine/thin hair: BRAND Q, it’s so phat! vs. Finally, volume for your fine/thin hair
- 70. “Final” Concept @2005TheRiteConcept – Work must be cited when used without expressed permission
- 71. Tip #18 Ensure that all elements of the concept are consistent with each other & with the brand footprint @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 72. Inconsistent with Brand Character @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 73. Tip #19 Pictures help by building on a concept, don’t use them to create an adver>sement. @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 74. Example – Pictures that Don’t Help Concept #1 Concept #2 @2005 TheRiteConcept – Work must be cited when used without expressed permission
- 75. Tip #20 Target at a 4th grade reading level
- 76. Reading Level on 5 Point Scale (5 is high) 21% US popula9on at level 1 literacy (= 39 million adults) • Able to complete a bank deposit slip • Locate >me and place for a mee>ng from a form • Iden>fy specific informa>on in a short news ar>cle 27% US popula9on at level 2 literacy (= 50 million adults) • Able to calculate the difference in cost of 2 items • Locate an intersec>on on a map • Enter background informa>on on a simple form Source: Na>onal Ins>tute of Literacy – 1992 Na>onal Study
- 77. Par>ng Words Go try it and have fun! Use your qualita>ve research to help reinforce and enhance what you’ve learned today.
- 78. Thank You forParticipating Martha E. Guidry www.TheRiteConcept.com QRCA Conference - October 2005