Marketing 442: Creative Strategy

							Creative Strategy              Week 5




PSU                 Mktg 442     Winter ‘07
Last Week’s Assignments

 Sensination “A”       (sounds like, smells like, feels like, tastes like, etc)

        Bring “conceptual stretch” to all your work—you’ll be more creative

 Killer Insight Article
        Demonstrated an understanding that the depth of insight essentially drives
         bad, good, or great output—don’t make the creative team do it alone!

        You understand the concept of insights (vs. data and information)—keep
         insights in mind as you give input to anyone, professionally, for anything


         People who make the implicit explicit are always in demand




 PSU                                          Mktg 442                                Winter ‘08
Last Week’s Assignments
  Big Idea identification and refinement
       Struggled to improve the Big Idea; most ended up adjusting execution

       To get better: “What point is this ad trying to make, and how can it be
        better made?”

       Rationales were pretty good

       Presentations were pretty good
          More confidence

          More volume

          More eye contact




PSU                                   Mktg 442                                    Winter ‘08
Presenting Creative
  Set up
  Reveal
  Justification
  Close




                                 The New Account Manager, Don Dickinson


PSU                   Mktg 442                                   Winter ‘08
The Set Up
  Typically an account manager and/or account planner
  Tell a story; akin to “lifting veils”
       Challenges to overcome

       Objectives for the ad/campaign

       Audience Insights and relevance to creative

       Product Insights and relevance to creative

       Creative Strategy as basis for creative development




                                                        The New Account Manager, Don Dickinson


PSU                                  Mktg 442                                           Winter ‘08
The Reveal
  Typically presented by the creative team
  Concepts presented with headlines and layout; at times copy
  There MUST be a strong connection between the creative work
   and the story/information presented in the set-up

  If creative team is not presenting, you MUST know how and why
   they came up with their approach, or you can’t present it well




                                              The New Account Manager, Don Dickinson


PSU                            Mktg 442                                       Winter ‘08
The Justification
  Typically group discussion follows the set up and reveal
  Client provides initial reaction and asks questions
  Confidence, enthusiasm, a willingness and ability to listen are
   paramount
       The approach: you’re not “selling”—you’re consulting, working for the best
        solution

  Know your audience insights, product insights and rationale!!!
       Even if the creative isn’t approved you want the client to believe your
        recommendation was well founded and strategically correct




                                                          The New Account Manager, Don Dickinson


PSU                                   Mktg 442                                            Winter ‘08
The Close
  KNOW YOUR AUDIENCE INSIGHTS, PRODUCT INSIGHTS,
   AND RATIONALE!
  As an agency person: you want the dialog focused on motivating
   consumers/customers to accomplish the objective(s)
  As a client: you want the dialog focused on the best work possible,
   that will accomplish your objective(s)

  Clients will usually want to “sleep on it”
  Off-line conversations are often the most important part of getting
   work approved



                                                The New Account Manager, Don Dickinson


PSU                              Mktg 442                                       Winter ‘08
There’s much, much more to presenting




PSU               Mktg 442          Winter ‘07
Content vs. Presentation
  Content: 100%
  Presentation: 100%


  Key point: you can’t wait ‘till the last minute to do the work;
   the presentation always as important as the work itself

                        Best Bet              Typical
             Activity




                                   Time
PSU                                Mktg 442                          Winter ‘08
The Meeting is the Media
  Or, selling an idea can be harder than having one
  Visualize the meeting
       How big is the room?
       Where is the wall?
       Where are the people you’ll be presenting your ads to seated? Who are
        they?
       You’ll have to make an impact in that space; own the room with the power
        of your work

  Attack the wall
       Give the meeting a headline
       Get the theme up big
       Have a simple right-brain visual to go with all the left-brain verbiage
       Remember, if you don’t do the meeting right, the ads will never run.
        Or worse. Another team wins.                   Bruce Bendinger, author of The Copy Workshop
PSU                                        Mktg 442                                        Winter ‘08
A Few Tidbits
  “A convincing impossibility is often preferable to an unconvincing
   possibility”
       Or, it’s about winning, not accuracy. Ouch, but true

       It works once—you’d better be right

  A presenter fails if people say “what a great presentation”
       More desirable is “You really made me think!” or

       “You’ve changed my mind!”

       Or, better, “You’re hired!”

  The purpose of any presentation is to take the key decision maker
   from the place they are to the place you want them to be
       Key: you need to know in advance where you want them to be
                                                                 Perfect Pitch, Jon Steel

PSU                                   Mktg 442                                 Winter ‘08
Presentation Concepts
  Have a point
  Understand the needs of the audience
  Communicate rather than lecture
  Have a clear flow
  No more detail than necessary to make your point




                                                      Perfect Pitch, Jon Steel

PSU                           Mktg 442                             Winter ‘08
Presentation Preparation
  Gather raw materials—don’t jump straight to solution
  Look for meaning, and connections in the information
  Set it aside—percolate for a while
  Adapt and distill—patience, diligence, don’t stop short of a great
   central idea
  Write the presentation—a presentation is much more than its
   message




                                                           Perfect Pitch, Jon Steel


PSU                             Mktg 442                                    Winter ‘08
In-Class #7
  Analogies & Metaphors as Creative Thinking Tools




PSU                           Mktg 442                Winter ‘08
HW #4: Building another Brief
  Pick a print ad
  Define “Why We’re Doing This” and defend (write a rationale)
       Remember from Week 1? Yeah, I’m sure you do 
          Increase Knowledge
          Change Attitude
          Stimulate Desired Behaviors

  Research audience; write Audience Insights and defend (write a
   rationale)
       Points for this will be based on personification of the audience, insights
        from the research, and the research to back it up

  Turn both in next week: 5 bonus points to anyone who emails
   these to me by EOD Friday Feb 15
  Feb 19th’s in-class will be reviewing and discussing these sections
PSU                                      Mktg 442                                Winter ‘08
Start Online

     Mintel

     Demographics: 18,500,000 for demographics (0.06 seconds)

     Buying patterns: 471,000 for buying patterns (0.14 seconds)

     Yankelovich: http://www.yankelovich.com/

     American Demographics Magazine

     Youth: http://www.civicyouth.org/

     US Demographic Reporting Services:
        http://www.demoreports.com/index.html

     US Census
        http://censtats.census.gov/pub/Profiles.shtml
        http://quickfacts.census.gov/qfd/index.html



PSU                                           Mktg 442              Winter ‘08
Google: Buying Patterns

Results 1 - 20 of about 471,000 for buying patterns. (0.25 seconds)

Buying Patterns of Women
Years of research and surveys about women and their car buying patterns have yielded the
following interesting statistics and findings regarding women ...
4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_2.htm - 32k - Cached - Similar pages
[PDF]
Consumer Behavior and Buying Patterns
File Format: PDF/Adobe Acrobat - View as HTML
Consumer Behavior and Buying Patterns. Objectives:. 1. Discuss the changes in consumer
demographics and buying patterns. 2. Understand the factors affecting ...
www.msu.edu/course/fim/220/outline2.pdf - Similar pages
Association for Consumer Research
Buying patterns:. American Demographics:. A bi-monthly magazine relaying up-to-the-minute
research on what Americans are buying and why. ...
www.acrwebsite.org/fop/websites.asp?vis=5&cat=427 - 13k - Cached - Similar pages

Buying patterns in e-commerce - The Industrial Physicist
Figure 4: Internet penetration has grown rapidly in Japan, but online buying patterns are different from
those in the West. (Ministry of Telecommunications ...
www.aip.org/tip/INPHFA/vol-8/iss-6/p26.html - 28k - Cached - Similar pages


 PSU                                           Mktg 442                                           Winter ‘08
Yankelovich Monitor



 Generational marketing is a
 cornerstone of Yankelovich’s
 MONITOR research.

 The firm coined the term “Baby
 Boomer” in the late 1960s, and
 generational breaks are available on
 all MONITOR data to show how
 Echo Boomers, Baby Boomers,
 Xers and Matures respond on
 thousands of data points.




PSU                                     Mktg 442   Winter ‘08
Yankelovich
Mindbase




PSU           Mktg 442   Winter ‘08
                                                                                                 FACT SHEET

                                                          CIRCLE
                                                          The Center for Information & Research on
                                                          Civic Learning & Engagement

                                                   Youth Demographics
      After several years of decline, the population of young people has begun to grow, and in the coming years will grow
      to rival the size of the baby boomer generation. The estimated number of young people between the ages of 15 and
      25 in 2000 was 42.2 million. And young citizens between the ages of 0 and 17 in 2000 numbered close to 72.4
      million, rivaling the size of the baby boomer generation in 2000 which numbered an estimated 77.6 million adults
      between the ages of 36 and 54, though young people continue to represent a declining share of the resident
      population.

                                    Table 1 – Resident Youth Population Estimates, In Millions

                    15-25           15-17            18-19           20-21            22-25          0-17
      1972            ***             ***              7.5             7.0              13.6           ***
      1974            ***             ***              7.8             7.5              13.8           ***
      1976            43.0            12.5             8.1             7.8              14.5           ***
      1978            43.7            12.3             8.2             8.1              15.1           62.9
      1980            43.7            11.8             8.1             8.1              15.7           61.7
      1982            44.1            11.1             8.0             8.2              16.9           62.5
      1984            42.9            10.7             7.4             7.9              16.8           62.5
      1986            41.7            11.1             7.1             7.3              16.1           63.3
      1988            40.2            10.5             7.3             7.0              15.4           63.7
      1990            38.6            9.9              7.1             7.4              14.2           65.0
      1992            38.2            10.1             6.6             6.8              14.7           66.9
      1994            40.1            11.1             6.9             7.0              15.2           70.4
      1996            40.2            11.6             7.3             6.9              14.4           71.5
      1998            40.6            11.8             7.9             7.2              13.7           71.7
      2000            42.2            12.3             8.0             7.6              14.5           72.4



PSU                                                          Mktg 442                                                       Winter ‘08
Census Data




PSU           Mktg 442   Winter ‘08
Census Data




PSU           Mktg 442   Winter ‘08
Extra Credit #1: Advertising Legends
Max five points each legend; max three legends: possible 15 points

         Ted Bates             George Lois                  Hal Riney
         Bill Bernbach         Patricia Martin              Ray Rubicam
         Leo Burnett           Jane Newman                  Mary Wells Lawrence
         John Caples           David Ogilvy                 Janet L Wolff
         Jay Chiat             John Powers                  Les Wunderman
         Phil Dusenberry       Rosser Reeves                James Webb Young
         Al Lasker             Helen Lansdowne Resor



1. This legend’s point-of-view regarding the creation of advertising

2. The impact of this legend’s point-of-view on developing advertising at the time

3. How this legend’s approach to developing ads is relevant to today’s advertising


PSU                                     Mktg 442                                     Winter ‘08
We’re ½ Way!

  Homework #4
       Extra 5 points if submitted via email by Friday, Feb 15

       Hard copy due beginning of class Tuesday, Feb 19

  Extra Credit #1
       Due beginning of class Feb 19

  Next week’s class
       Steve Potestio, 52 Ltd

       www.52ltd.com




PSU                                   Mktg 442                    Winter ‘08