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