Module 13 - Producing great digital creative

Module 13 - Producing great digital creative

1. Characteristics of great creative

   • What makes great creative?
     • Great ideas
     • Idea integration
     • Collaboration
     • Customer insight
     • Reciprocity
   • Marketers perception
     • Critical judgement
     • Great connective ideas
     • Powerful creative can persuade people to...
       • Part with hard cash immediately
       • Interact with brand
       • Develop sympathy for the brand
     • Technology can not save bad creative
     • Interactivity engages
     • Evolved from push to pull
   • Customers perception of creative. You should
     • Encourage viewer engagement
     • Provide customer forums
     • Re-route customer journeys
     • Understand each digital medium
     • what works for tv may not work online
     • online/offline similarities
       • Opportunities for data capture, loyalties and CRM
       • New ways to interact
       • New ways of seeding stories and brand messages
       • New ways for customers to experience the brand

2. Generating and producing creative

   • The pre-brief
     • Create clear objectives
     • A pre-brief meeting is..
       • A reality check
       • Focused on customer engagement
       • A chance for more creative ideas
   • The creative brief
     • Draw/attach pictures
     • Be single minded
     • Feature all the facts
     • Take time
     • Be enjoyable
   • Propositions
     • Do
       • Give time for an idea to emerge
       • Remember your propostion can shorten
       • Remember you know the customer
       • Be honest
       • Provide information
       • Go beyond attributes to benefits
       • Ask if the benefit has a benefit
       • Explore emotional benefits
       • Write in a conversational tone
     • Don't
       • Wish your brand was someone elses
       • Be too intellectual
       • Write for your client or the boss
       • Be abstract
       • Write headlines
       • Write the take-out
       • Pun
   • Generating creative ideas
     • 5 stages of idea generation
       • 1. Gather all the facts
       • 2. Start looking for connections
       • 3. Walk away from the problem
       • 4. Start writing
       • 5. Test the idea
     • Inspiration aided by asking
       • Who can help deliver the message?
       • Who can be a relevant spokesman?
       • How can brand superiority be demonstrated?
       • Would torture testing work for your brand?
       • What happens if you reverse expectations?
       • Can you be topical?
       • Is there an analogy with your product?
       • Be historical
   • Production issues

3. Formats of digital advertising

   • Formats by audience
     • Surfers looking for information
       • 1. MPU
       • 2.Skyscraper
       • 3. Masthead and margins
       • 4. Masthead
     • Surfers with time and inclination to interact
       • 1. Skyscraper
       • 2.MPU
       • 3. Expandable banner
       • 4. Masthead and margins
       • 5. Masthead
     • Surfers looking to be entertained
       • 1. MPU
       • 2. Skyscraper
       • 3. Overlayed streamed banner
       • 4.Masthead and margins
       • 5. Masthead
       • 6. Pop-up
   • Keyword search
   • Banner or display
     • Size is less <12k
     • Set length to expected attention span
   • Pop-ups and overlays
     • Home page takeovers
     • Roadblocks
     • Pop unders
     • Floaters
     • Overlay animations
     • Interstitials
   • Email
     • Be inviting
     • Summarise the message in the open paragraph
     • Embed link in the first paragraph
     • Short generally better
     • Colour to highlight key points
     • Include pictures sounds and video
     • Use free with care
     • Personalise the "from" field
     • Visible opt-out
     • Six weapons of influence
       • Reciprocity
       • Commitment and consistancy
       • Consensus
       • Affinity
       • Authority
       • Scarecity
   • Viral
   • Rich Media
     • Clickthrough 5% higher
     • Make opt-out easier
   • Microsites
   • Sponsorship
   • Blogs
   • SMS & Mobile
     • Good for under 25s
     • Used for
       • Sales promotion
       • Direct marketing
       • Specially formated stories
   • Interactive television

4. Brand building and integration

   • Creative art of building a band
     • Advocates are
       • Informed
       • Entertained
       • Involved
       • Grateful
     • Creates customer loyalty
   • Principles of integration
     • Respect digitals unique capabitlities
     • All media must be connected by an idea
     • More than just transferring offline to online
   • Make integration work
     • Ideas
     • Coordination
     • Measurement
     • Transformation

5. Evaluating great creative

   • A great idea can die if
     • It is badly presented
     • Insufficiently explained
     • It gets judged not developed
     • No decision makers present
   • 10 steps to get great creative works
     • Be aware of best practice
     • Examine the competition
     • Clarifying the task using the 4 what's
     • Enjoying the challenge
     • Empathising with those presenting the ideas
     • Use open questions
     • Go beyond immediate responses
     • Reflecting before making changes
     • Refining idea
   • Role of research
     • No single format works better than another
     • Large formats get noticed more
     • Rich media works better than static
     • Interactivity can double clickthrough rates
     • Sponsorship works
     • Newcomers are more accepting
     • With other media online can build brands
   • Awards