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If you want to be interesting, be interested (Paul Arden). How insights determine the success of your campaign.
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IF YOU WANT TO BE INTERESTING...
BE INTERESTED!
HHS Communicatie MultiMedia & Design - 19 mei 2009
> INTRODUCTION> WHEN DOES CREATIVITY START?
> INSIGHTS?> HOW TO SELL YOUR WORK?
> INTRODUCTION
SJOERD GODERIEBRANDS, MEDIA, TECHNOLOGY
SINCE 1996
AND YOU?
DEN HAAG, CREATIVITY, MULTIMEDIA, ICT, 1st YEAR AND…
AN ASSIGMENT….
CREATE A MULTIMEDIA CAMPAIGN
SO WHERE DO WE BEGIN?
> INTRODUCTION> WHEN DOES CREATIVITY START?
CREATIVITY STARTS BEFORE THE REAL CREATIVE WORK STARTS.
?
IT DOESN’T MATTER WHERE.
IT CAN BE EVERYWHERE.
THE INSIGHT IS FOR THE TAKING.
YOU JUST NEED TO FIND IT.
> INTRODUCTION> WHEN DOES CREATIVITY START?
> INSIGHTS?
A PENETRATING DISCOVERY ABOUT CONSUMER MOTIVATIONS, THAT WILLUNLOCK BUSINESS GROWTH.
AN INSIGHT IN ACTION
HOW TO FIND THE INSIGHT?
THAT WILL GENERATE HUNDREDS OF
IDEAS
> ASK WHY> MAKE NEW CONNECTIONS> INTERROGATE VALUES> EXPLORE UNFULFILLED NEEDS
ASK WHY?
ASK WHY > MARMITE
PROBLEM: VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO DO ABSOLUTELY ADORE IT.
WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT.
WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE CHILDREN).
WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE POLARISING TASTE.
INSIGHTMARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
INSIGHTMARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
INSIGHTMARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC.
INSIGHTMARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC.
MAKE NEW CONNECTIONS
MAKE NEW CONNECTIONS
WRITE DOWN SEVERAL UNRELATED PIECES OF INFORMATION ABOUT THE BUSINESS ISSUE.
HIGHLIGHT THOSE WHICH APPEAR MOST INFLUENTIAL TO SOLVING THE PROBLEM.
SEEK/MAKE CONNECTIONS BETWEEN THOSE PIECES OF INFORMATION.
MAKE NEW CONNECTIONS > AIVD
THE ‘AIVD’ NEEDS TO FIND THE BEST ICT EMPLOYEES AVAILABLE.
GOOD ICT EMPLOYEES ARE HARD TO FIND.
PEOPLE DON’T COMBINE THE ‘AIVD’ WITH A GOOD ICT EMPLOYER.
ICT IS A NICHE SO GOOD REFERENCE IS HARD TO FIND FOR PEOPLE WHO DO NOTKNOW ANYTHING ABOUT IT.
PEOPLE IN LOVE FOR ICT ARE DEFACTO CURIOUS AND ALWAYS LOOKING FOR THE SOLUTION.
INSIGHTBY MAKING USE OF THE ‘SECRET’ IMAGE OF THE AIVD ATTRACT NEW ICT EMPLOYEES
INSIGHTBY MAKING USE OF THE ‘SECRET’ IMAGE OF THE AIVD ATTRACT NEW ICT EMPLOYEES
INTERROGATE VALUES…
INTERROGATE VALUES….
DIG TO UNDERSTAND UNDERLYING BROADER CONSUMER LIFESTYLE TRENDS
> MOTIVATIONS> BELIEFS> VALUES> UNDERSTAND THE ZEITGEIST> LOOK FOR SYMPTOMS OF A COMMON CAUSE
INTERROGATE VALUES > OMO
OMO IS A COMMODITY BRAND.
THERE IS PRESSURE FROM ME-TOO COMPETITORS AND OWN LABEL.
HOW TO FIND A NON-PRODUCT RELATED POINT OF DIFFERENCE.
INSIGHTDIRT ISN’T SOMETHING TO BE ASHAMED OF. IT’S A PART OF EVERYDAY LIFE, JUST LIKE THE PRODUCTS THAT CLEAN UP THE MESS.
INSIGHTDIRT ISN’T SOMETHING TO BE ASHAMED OF. IT’S A PART OF EVERYDAY LIFE, JUST LIKE THE PRODUCTS THAT CLEAN UP THE MESS.
EXPLORE UNFULFILLED NEEDS
EXPLORE UNFULFILLED NEEDS
WHAT IS THE UNMET NEED?
> LOOK FOR USAGE OCCASSIONS THAT ARE UNDER-SUPPLIED (NIGHT TIME SHOPPING).> LOOK FOR CONSUMER GROUPS UNDER-REPRESENTED IN THE MARKET PROFILE (MALE COSMETICS).> LOOK FOR PRODUCT FEATURES THAT ARE UNDER-APPRECIATED (RED BULL).
ASK THE QUESTION ‘WHY?’
UNEARTH THAT UNMET NEED.
EXPLORE UNFULFILLED NEEDS > DULUX
DESPITE HIGH BRAND PREFERENCE (90%), AT POINT OF SALE PRIVATE LABEL IS CHOSEN (35%).
PAINT IS FUNCTIONAL AND PRIVATE LABEL HAS SUFFICIENT QUALITY.
COLOUR HAS TAKEN OVER AS THE DECIDING FACTOR IN THE DECISION-MAKING PROCESS AND PEOPLE HAVE AMPLE SOURCES OF INSPIRATION.
DULUX WITH A WIDE RANGE OF COLOURS AND COLOUR-MATCHING QUALITY SHOULD BE WINNING.
INSIGHTPEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
EXPLORE UNFULFILLED NEEDS > DULUX
INSIGHTPEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
EXPLORE UNFULFILLED NEEDS > DULUX
INSIGHTPEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
WHAT’S THE INSIGHT?
SO KNOWING THE TARGET ISALMOST AS IMPORTANT AS
UNDERSTANDING THE MINDSET…
> INTRODUCTION> WHEN DOES CREATIVITY START?
> INSIGHTS?> HOW TO SELL YOUR WORK?
CHANGE FOCUSLET’S MAKE SELLING
PRIORITY!
KEEP IN MIND > GOOD WORK DOES NOT SELL ITSELF!> DON’T TAKE MY WORD FOR IT> IT ALL STARTS WITH THE BRIEF> DRAMATISE YOUR INSIGHT> KNOW YOUR CLIENT/BE INTERESTED
A FEW TIPS > START SELLING EARLY> IT’S TOO LATE IN THE TAXI> SELL THE INSIGHT/THE BIG IDEA> IT’S YOUR THEATRE> REASSURE
SO… TRY TO SELL THESE IDEAS
THANK YOU FOR BEING INTERESTED
HOPE YOU FOUND ITINTERESTING
QUESTIONS?
