Ideas that do

CM417.4

Edward Boches, Professor of Advertising

Thursday, September 12, 13

TodayParticipatory ideas discussion

Quick RecapWhy we advertiseRole of creativityWhat makes an ad creative when it’s a message

Ads that earn your attention, but rely on paid media.

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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

Who creates these ads?

Writer and art directors.

What are the shortcomings of ads and campaigns like these?

They work. But...they are expensive, they are temporary, they are mostly passive.

They are not going away. But they derive from an era when we (brands and marketers) owned the media and could “broadcast” our sales pitches.

Today we live in an age of social media and participation.

Consumers no longer want to play a passive role. Nor do they have to. At a minimum, they want to choose what they engage with and when they engage.

More likely they want a chance to comment and share. Ideally, if an idea is good enough, they’ll actually participate -- sometimes before the fact, sometimes after -- in the process creating more content that spreads across the web, attracting attention to the original idea, liking the brand or the product for allowing them to be part of the experience.

What does a brand have to do or create to achieve such a level of participation?

ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms

Think about your own use of technology, media, content.

Consider how you !nd out about brands and products. Identify the problems, frustrations, needs you have that brands could solve with marketing as utility?

Factor in context. Where are you? What are you doing? What makes sense at that moment?

Ask what a brand has to do to get you to pay attention, engage, and more importantly, stay involved.

Ideas that do.

Ideas that involve you

These ideas...

let users inside the brand experiencegenerate contentleverage social media and word of mouth

Ideas that add value.

These ideas...

provide basic utility and helpleverage contextmove beyond awareness conversion/usage

Ideas that add enduring utility.

These ideas...

turn marketing into servicecreate new kinds of brand relationshipsbuild loyalty

Ideas that are platforms

These ideas...

transcend messages and campaignsbreak free of constraints of media plansbecome embedded in user’s liveswork as constant reminder of the brand

Ideas that leverage in!uencers

work like public relations w modern twistrecognize power of communitiesgenerate content and visibility

Ideas that earn our attention w/o paid media

The real value is if the idea does one or all of the following:

a. becomes a part of your every day life: Nike Plus, AMEX on Foursquare

b. gives you some form of utility that you use at least occasionally (E On, Tesco)

c. gets you to take some kind of action -- Oreo Daily Twist, Jet Blue Election Protection, where you are involved not just watching.

d. makes you WANT to share it because it is either cool and you want to turn your friends on to it. Or there is some incentive to do so. Or because you are inviting more participation that bene!ts you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench.

Who creates these ideas?

What is the shortcoming of efforts like these?

Hard to scale, can’t guarantee size of audience or reach, slower build.

Need a combination of everything.

Driving brand idea.

Advertising for awareness.

Social for engagement.

Experiential to connect in context.

Mobile to be ever-present.

Shareable ideas to be viral.

Platforms to be lasting vs temporary.

So now what are the fundamentals ofcreative development?

Art and copy

But also, an understanding of media, technology, consumer behavior, social, mobile, experiences.

But what does every one of these examples have behind it?

A relevant, on strategy, creative idea.

How do we....--get more people to shop at Tesco--sell more digital cameras in age of iPhone--make the trench coat top of mind again--get more teachers to use Skype

Strategy--enable them to shop more easily--get camera into hands of prospect--show individual style of people who wear them--"nd them people to Skype with

How (the creative)--digital subway store--AR demonstration--crowdsourced images online and elsewhere--two sided directory that connects teachers/experts

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