solving for consumer pain points: planningness '11
DESCRIPTION
This deck is a variation on the theme of solving for consumer pain points presented by Rob Perkins at Planningness 2011. Planners: Try using it as a brainstorming technique with your creative teams.TRANSCRIPT
Successful interactive ideas tap into what people would like to do.
TV Print OOH Radio Mobile Online Experiential
What do we want to tell
people?
What do we want people
to do?
CONTENT ACTION
TV Print OOH Radio Mobile Online Experiential
CONTENT ACTION
Start with a reason they would want to engage, then build ideas
on top of that: pain points.
Step1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11 Step 12
Pain Point
Magic
Pain Point
Magic
Pain Point
Pain Point
Magic
Pain Point
Pain Point
Pain Point
Pain Point
Magic
Magic
Consumerʼs Timeline
1. Plot the consumerʼs process2. Identify pain points3. Ask: If you had a magic device at this point, what would it do? 4. Creative Idea should “scratch the itch”, provide the “magic power”
Your Brand Idea
What yourcustomerswant to do
Fertile Ground