outstanding creative l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Outstanding Creative PowerPoint Presentation
Download Presentation
Outstanding Creative

Loading in 2 Seconds...

play fullscreen
1 / 17

Outstanding Creative - PowerPoint PPT Presentation


  • 264 Views
  • Uploaded on

Outstanding Creative. Three steps. Key Consumer Insight (KCI) Key Brand Benefit (KBB) Creative Leap (CL) KCI + KBB + CL = outstanding creative. What is a Consumer Insight. Reason why  Behavior Typical Marketplace behaviors Purchase / Use / Consume Ignore Avoid Recommend Disparage

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Outstanding Creative' - Jims


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
three steps
Three steps
  • Key Consumer Insight (KCI)
  • Key Brand Benefit (KBB)
  • Creative Leap (CL)
  • KCI + KBB + CL = outstanding creative
what is a consumer insight
What is a Consumer Insight
  • Reason why  Behavior
  • Typical Marketplace behaviors
    • Purchase / Use / Consume
    • Ignore
    • Avoid
    • Recommend
    • Disparage
    • Idolize
what is a consumer insight4
What is a consumer insight
  • Reason why – motivators
  • Motivators
    • Low level (secondary)
    • High level (primary)
  • Consumer Insight – high level motivators of behavior
  • Key Consumer Insight (KCI) – the primary motivator which influences behavior the most
typical low level motivators
Typical Low Level Motivators
  • “The product is inexpensive”
  • “The product is available close by”
  • “The quality is very good”
  • “I like it”
  • “No other product works as well”
high level motivators of behavior
High Level Motivators of Behavior
  • “What does that do for you?”
steps in unearthing the kci
Steps in unearthing the KCI
  • Put a face on your target audience
    • Demographics are not enough
    • Psychographics required
      • “A day in the life of Mr. Jones”
  • How do you do it?
    • Qualitative research methods (focus groups, in-depth interviews, ethnography)
    • Research Techniques (Laddering, Projective techniques)
laddering example 1
Laddering Example 1
  • Interviewer: “Why do you wear a Tiffany bracelet?”
  • Subject: “I love Tiffany’s jewelry”
  • Interviewer: “Why do you love Tiffany’s jewelry?”
  • Subject: “It is so refined, elegant and delicate”
  • Interviewer: “Why is that important to you?”
  • Subject: “When I wear it, I feel refined, elegant and delicate”
  • Interviewer: “what does that do for you?”
  • Subject: “I feel very attractive”
  • Interviewer: “How do you know that?”
  • Subject: “I have seen my husband looking at me that certain way”
  • KCI: Subject wears Tiffany’s as she values her partner’s feelings for her.
  • Tiffany’s – the key to your partner’s heart.
laddering example 2
Laddering Example 2
  • Interviewer: “Why do you wear a Tiffany bracelet?”
  • Subject: “I love Tiffany’s jewelry”
  • Interviewer: “Why do you love Tiffany’s jewelry?”
  • Subject: “It is so refined, elegant and delicate”
  • Interviewer: “Why is that important to you?”
  • Subject: “When I wear it, I feel refined, elegant and delicate”
  • Interviewer: “what does that do for you?”
  • Subject: “I feel very attractive”
  • Interviewer: “How do you know that?”
  • Subject: “Every time I wear it I notice admiring glances from men. I feel very flirty”
  • KCI: Subject wears Tiffanys as she loves the idea of harmless flirting
  • Tiffanys – Its okay to be wicked!
laddering example 3
Laddering Example 3
  • Interviewer: “Why do you wear a Tiffany bracelet?”
  • Subject: “I love Tiffany’s jewelry”
  • Interviewer: “Why do you love Tiffany’s jewelry?”
  • Subject: “It is so refined, elegant and delicate”
  • Interviewer: “Why is that important to you?”
  • Subject: “When I wear it, I feel unique, very different from the masses”
  • Interviewer: “what does that do for you?
  • Subject: “It reinforces my self-worth”
  • Interviewer: “How do you know that?”
  • Subject: “Every time I wear it I am very self-assured and confident in my abilities”
  • KCI: Subject wears Tiffanys as it reinforces her high beliefs about herself
  • Tiffanys – one of a kind!
projective technique
Projective Technique
  • “I love Mauritius because______”
  • Answer: “___ I can surf, swim, sunbathe, hike, camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand”
  • Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place
  • Ad baseline: Mauritius: 99% fun, 1% land
how do you know you have the kci
How do you know you have the KCI
  • Step1
    • Identify all high level motivators through laddering from various subjects
    • Identify all unusual / unexpected responses
    • Make sure the consumer benefit expressed is emotional / self-expressive
  • Step 2
    • Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5):
      • You were to get admiring glances from men
      • Your partner were to make you feel very special
      • You were to feel very confident in your abilities
key brand benefit kbb
Key Brand Benefit (KBB)
  • What are the brand’s features and corresponding benefits
  • What are the key benefits
    • The USP
  • What if there are no key benefits?
    • Can you create one?
outstanding creative14
Outstanding Creative
  • Match the KBB with the KCI
  • This is the creative process
    • No creative leap – just an ad on strategy
    • Creative leap – outstanding ad on strategy
the vw in the 60s
The VW in the 60s
  • KCI: Subject drives the VW because it makes an anti-establishment statement
  • KBB: VW’s smallness
  • KBB + KCI  Drive a small, utilitarian car as a rebel statement
  • KBB + KCI + CL  “Think Small”; “Lemon”, etc.
ceasefire 1980s
Ceasefire (1980s)
  • KCI  “Fires don’t happen to me, they happen to somebody else, like my neighbor”
  • KBB  portable, lightweight fire extinguisher
  • KCI + KBB  Fires can happen to you. Keep Ceasefire in your kitchen
  • KCI + KBB + CL  “Your neighbor said that”
icici bank 1990s
ICICI Bank (1990s)
  • KCI  “At the slightest signs of trouble my bankers bail on me”
  • KBB  structured to be more resilient than most banks
  • KBB + KCI  “Partnership Banking”
  • KBB + KCI + CL  “We’re with you for the long haul”