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Hello, FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2015 Cramer-Krasselt Experienced Marketers #IdeasAlive

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Hello,

FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole

property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2015 Cramer-Krasselt

Experienced Marketers

#IdeasAlive

This is a workshop about the death of ideas… and how to avoid it.

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KPIs for this workshop

• % Confidence gained to pursue new ideas

• # of future ideas saved

• # of conversations between former strangers

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Hi, I’m Christian.

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Hi, I’m Nick.

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Ideas feel great. They aren’t easy, but they’re immediate.

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Like anything immediate, however, the feeling is challenged and the passion fades.

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Today we’ll work together to build our defenses against inevitable challenges, and keep the passion alive.

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AgendaMeet your team

Introduce the checklist

Solve the problem

Present & defend

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Rule 1: Trust Your Team

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Have you thought about…?

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…the business?

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How does this align with our goals & marketing strategy?

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Is this on brand?

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Is the audience in alignment with our target?

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Are we leveraging a real insight?

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How will we measure the return?

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How can we test it to mitigate risk?

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…how people will find out about it?

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Where in your target’s life will this idea resonate?

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Is there an event / media outlet / etc. that offers an intersection with that point of resonance?

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Is it available? Is it remotely affordable?

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Can we produce enough intrigue to get people to look?

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How long will paid support be required? Can it live afterward? Should it?

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How will you test and optimize as the idea progresses?

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…how it will work?

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Does your concept work in the place it will actually encounter humans? (In mobile, rich media, etc.)

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Have you made functional, timing, or cost decisions without involving a tech person?

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Have you fallen in love with a concept your tech lead hasn’t seen (or doesn’t like) ?

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Are you going to build this in house? If so does your team have the required skill set?

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Will you have to work with a corporate IT department? Do they have the capacity?

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…how the internet will use / talk

about / ruin your idea?

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Social Media

Behaviors

Sharing

Messaging

Posting

Following

Trolling

Reviewing

Checking-In

Tagging

What social behaviors are most likely to align with your idea?

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What social platforms are right for your idea (not the other way around)?

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What are your (trackable) social objectives? The fewer the better…

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What’s happening in the world today that might impact perceptions of your idea?

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Do you have budget to amplify social impact?

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What will you do with user generated content? What if no one generates any?

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Who will manage it? For how long?

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That’s a big list, and sometimes you

need to come up with answers

quickly.

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…like in the next 30 minutes.

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Suggested work plan

Minutes 1-10:

Come up with an acceptable idea

Minutes 11-25:

Spend a few minutes developing one or two points for each of the four main

areas

Minutes 26-30:

Tell jokes, make friends, and fight over who will present

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Suggested presentation plan

Minute 0-1:

Explain your great idea

Minutes 1-4.9:

Explain why it’s good for the business, where people will find it, how it will work,

and what people will say about it. Easy right?

Minutes 4.9-5:

Bow and accept our collective awe at a flawless presentation

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Solve the problem!

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TIME’S UP! Let’s Share

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Thanks

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Don’t forget to take the survey on

your app or on the site!

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