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amp up your creativity.

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Agenda

• Introductions• What do you want to learn?• The creative environment• Basic rules• Yes, creativity can be “taught” and I’ll prove it.• Work session

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A little about me…

• Executive Director of Marketing– Started with ASI in 2004 heading up the

ESP marketing program

• 15+ years marketing experience– Ran an agency worked with many large

brands – Agilent, UPS, McDonalds

• Author: “Compelling Communications” – marketing for small and medium sized businesses

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14The “Unexpected Replacement” concept

15The “Personification” concept

16The “Extreme Attribute” concept & The “Extreme Worth” concept

17The “Extreme Situation” Concept

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The “Consequences” templateThe “Inverted Consequences” template

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The “Interactive Advertising” conceptHead & Shoulders … Tide stain release

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More Creative Concepts That Work

• The “Absurd alternative” concept– Grandmother barks like a dog when robbers – appear at her house

• The “Unexpected comparisons” template– The “Slowskys” – Internet & turtles

• The “Time Shift” concept– Wife talking to her husband about life insurance – … in a séance after his death

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What concept was used by Pioneer?

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Core Elements

• Unexpected• Extreme• Emotional

– Funny– Sexy– Heart-warming– Sad/ pain

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Group Exercise

Create a memorable concept for your customersabout a new eco-friendly promotional product calledRock Paper.

• Paper made from rocks• No tree material• No water used in production• Degrades in 3 – 9 months• Requires 20-30% less ink than regular paper• Cradle to cradle certified

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