The creative process is the most mysterious aspect of marketing, even for experienced marketers.
Understanding the Thinking Process
Gorgeous advertising requires not only the connection of creativity, but also good customers. Unfortunately, most of them still can not understand how the secret creative sauce is prepared. If customers could penetrate deeper into the process, they would turn into those “ideal customers” who are able to appreciate the nuances and take part in the development of the strategy. These customers would be good helpers, not a hindrance in achieving the intended goal.
The concept (or brief) – is an important tool for writers, art directors, designers and manufacturers. If you want to know how the creative director thinks, get ready, we will guide you through the thought process accompanying the creative work. Of course, there are incredibly gifted creatives, who immediately come up with the right ideas. But let’s face it, not everyone is a genius. That’s why we need a concept
Where does the concept come from and how is it used?
Ideally, the concept combines budget planning, account management, creativity and media work. The concept should be carefully thought out, but at the same time remain flexible.
Is the concept of creativity in the way?
The concept should be a clear strategy that will serve as a ladder to productive thinking leading to better ideas.
Objectivity vs. subjectivity
The strategy is based on careful selection, prioritization and deliberation of details, tasks to achieve business goals. Thus, the concept, like the marketing plan, becomes a roadmap for the creative process. The creative can be very subjective, but the concept is always built on objective reality.
For example, a customer may not like blue, but if research shows that his / her customers like blue, then this is an objective fact that does not depend on the preferences of one person and will be in demand on the market.
The main goal of the concept is to achieve success by making strategic decisions for the client’s brand that meet the goals of a particular campaign.
The algorithm of productive thinking
12 questions you need to answer:
1. Why do we advertise?
You will be surprised how many different answers you can get from each member of the team. The answer may seem obvious, but do not let it lead you astray. You may think that you are advertising to raise awareness about your brand, but the person sitting next to you will think that this campaign simply has to sell more cars.
The concept should clarify this detail before the team begins to work, otherwise you will be disappointed.
2. What is the current situation?
A brief summary of the facts, a summary of how the market looks and how the brand looks on it. This is the advantage of work on the concept, as a result, everything affects only the bare facts that are the basis.
3. Who do we advertise?
This is the most important question of all. Unlike the marketing plan, the concept more accurately identifies and prioritizes (primary, secondary, tertiary) goals. Often it is the creative agencies that create the ideal customer profile, give it a name and even an appearance to focus on the person.
4. Who is the competitor?
You should not only know your competitors, but find their advantages and pain points. Often it seems that your competitor “does nothing”, but it is not. You must analyze its activities and draw conclusions.
5. What is our goal?
Your goal should be ambitious, that is BHAG – differ from ordinary goals in that they are clear and clear to everyone at once, they inspire and unite.
In business, it is considered that if you do not put yourself BHAG, then they put and reach your competitors. One of the brightest companies that constantly puts more and more new BHAG is considered to be Apple.
6. Where should we move in order to reach this goal?
Think about the necessary steps to get to the ultimate goal. Many people confuse “goals” and “goals.” Goals can be different for commercial media (coverage and frequency), social networks (likes and folovers), creative (fulfillment of terms and settings) or PR (coverage in the press and the audience of the event) and t .
7. What is our unique selling proposition?
A unique trade proposal (UTS) is a concept according to which advertising and promotion of goods must be based on certain unique properties of the product, understandable to and benefiting the consumer. USP is primarily a product allocation among competitors.
8. Why should our client believe in us?
Just assume that anyone who sees, reads or hears about your skeptic campaign. Give them reason to believe you. The concept should include a labeled priority list of reasons that create convincing arguments in favor of your USP. Many of them already exist in the marketing plan, but others will be specific to the specific campaign.
9. What is the positioning of our concept?
This is an optional, abbreviated formula for internal use that captures the main points of the concept. It can be said in several paragraphs or one sentence: (brand name) – (product description), which is a unique trade proposal, justification.
10. What media do we need?
Where will we promote goods: in social networks, on radio or television, in print media?
The best campaigns emerge when creative directors and media directors work as a true team, discovering new ways to use the creative concept through the media.
11. What restrictions exist?
Creative directors and their teams should be fully familiar with the realities: deadlines, budget, rejection of obligations, brand standards, etc.
12. What is the right tone or attitude?
This is the most subjective part of the concept, as it expresses the client’s preferences or expectations. This question is often omitted or simply not taken into account as the sphere of the creative department.
The concept, in its many forms, not only contributes to the skill of productive creative thinking for a team of advertising agencies, it is the key to a successful existence in the market for brands. The fact that the best brands are sold well is the result of the right transition from insight to strategy, direction, concepts, the ready offer, feedback from the customer, up to the production of the product and even confirmation of its quality.