Developing a Creative Strategy

Chapter 6

Developing a Creative Strategy

Essential Elements

•Target Audience

•Objectives

•Strategy

Developing a Creative Strategy

Target:

Demographics Plus

Subjective Element

• Weight/health Conscious

• Active

• Soccer Mom

• Father of the Bride

Developing a Creative Strategy

Advertising Objective:

“Establish, Maintain or Build Top of

Mind Awareness in xx % of target by

end of __ quarter or year.”

Developing a Creative Strategy

Advertising Objective:

•If 10% of target has TOM, then Obj. is

build to 20%.

•If there is no TOM, then Obj. is

establish at 10-15%

Developing a Creative Strategy

Creative Objective:

•“To get xx% of target to associate

brand with product category ahead of

the competition by end of ____.”

Developing a Creative Strategy

Creative Strategy:

• What do you want target to:

•Think

•Feel

Developing a Creative Strategy

Creative Strategy:

•Strategic Focal Point

• Positioning Statement

• Big idea

Developing a Creative Strategy

Strategic Focal Point

•What problem or

opportunity to

address

Developing a Creative Strategy

Strategic Focal Point

•Research Based

• Why they buy competitor or not your

brand

• Why they DO buy yours

• What needs are not clearly

addressed

Developing a Creative Strategy

Strategic Focal Point

• examples

Developing a Creative Strategy

Positioning

•Motrin vs. Advil vs. Tylenol

•Viagra vs. Cialis vs. Levitra

•FedEx vs. UPS

Developing a Creative Strategy

Big Idea

• Ties together elements

• Message

• Media

• Unifies ads into Campaign

Developing a Creative Strategy

Big Idea

•Aflac Duck

• Geico Gecko

• Progressive “Flo”

• E Trade Babies

Developing a Creative Strategy

Big Idea

Other examples?

Developing a Creative Strategy

Big Idea

Optional Elements

Developing a Creative Strategy

Big Idea

Physical Continuity

•Characters extended

• Cavemen

• Verizon Wireless copy/actor

Developing a Creative Strategy

Big Idea

Sounds

•Intel

•NBC

•Avon

•Energizer Bunny

Developing a Creative Strategy

Big Idea

Psychological Continuity

Consistent:

• Theme

• Tone

• Image

• Attitude

Developing a Creative Strategy

Big Idea

Psychological Continuity

Theme = Overall idea underlying ad

• Slogan/tagline

• Jingle

Developing a Creative Strategy

Big Idea

Psychological Continuity

Tone:

• trucks - treats

• beer - insurance

•cereal - hair products

Developing a Creative Strategy

Big Idea

Psychological Continuity

Image:

•Marlboro from ladies brand to macho

• Miller from “Champagne of bottled beer” to “Miller

Time”

Developing a Creative Strategy

Big Idea

Psychological Continuity

Image:

Other examples

Developing a Creative Strategy

Big Idea

Psychological Continuity

Attitude: Does Consumer agree with

attitude of Character or Brand?

Developing a Creative Strategy

Big Idea

Psychological Continuity

Attitude

•Cats are finicky eaters, hence Morris the

Cat.

•Worked with dogs?

Developing a Creative Strategy

Big Idea

Psychological Continuity

Attitude

•“ideal” kids may solve problems but not

relate to “Slice of Life” situations

Developing a Creative Strategy

Big Idea

Psychological Continuity

Attitude

•Ford F150 spots work with Denis Leary

V/O.

•How about Tom Hanks?

Appraising Creative opportunity

Focusing Creative Message

• FCB Grid

• Think vs. Feel

• Involvement: High vs. Low

• Predicts responses consumers make to

ads

• Should creative nudge brand

within grid?

Appraising Creative opportunity

Creative Approaches

•Generic – Campbell‟s “Soup is

good food”

• Preemptive – Coke “ It‟s the Real

Thing”

• USP – M&M‟s “Melts in Your mouth,

not in your hands”

Appraising Creative opportunity

Creative Approaches

•Brand Image – UPS “What can

Brown do for you”

• Positioning – Pepsi “Generation”

• Resonance – Smuckers with Tim

(evocative) and Richard

Appraising Creative opportunity

Creative Approaches

•Affective – FUBU, designers

(provocative)

• Overlaps = Brand Image +

Resonance

• “Dude, It‟s a Dell”

• “I‟m Loving It!”

Appraising Creative opportunity

Creative Approaches

Key Takeaway:

What is there about

the Brand that satisfies want or

need of target?

Appraising Creative opportunity

Being Creative

• Cut thru Clutter

• Disrupt expectations

• Slide in under the radar

Appraising Creative opportunity

Being Creative

• Attract attention but also

engage interest

• Throw „em a curve

• Make sure it‟s appropriate

Implementing Creative Strategy

Creative Brief

•Source of inspiration

• Measure your executions

Implementing Creative Strategy

Traditional Approaches

•Attributes: What product has

•Features: What it does

•Benefits: What it promises and why should

we care?

Some are more important than others..

See Research!

Implementing Creative Strategy

Ten Rules for Communicating

today!

1. Don‟t say it…demonstrate it (Dyson

Cleaners, new products)

Implementing Creative Strategy

Ten Rules for Communicating

today!

2. Don‟t look or sound too much like an

ad.

Don‟t let strategy show

Be Fresh and Cliché Free

Implementing Creative Strategy

Ten Rules for Communicating

today!

3. Build the ad around the

logo

(Target, ING)

Implementing Creative Strategy

Ten Rules for Communicating

today!

4. Treat Brands Like People

Implementing Creative Strategy

Ten Rules for Communicating

today!

5. Be Honest

• Models

• Actors

• Spokespeople

• Endorsers/testimonials

Implementing Creative Strategy

Ten Rules for Communicating

today!

6. Involve the customer

7. Use humor to create

camaraderie

• A smile is endearing

Implementing Creative Strategy

Ten Rules for Communicating

today!

8. Sex sells but be careful

− Be relevant to product

9. Avoid Chest Beating

Implementing Creative Strategy

Ten Rules for Communicating

today!

10. Break some rules…

Judiciously