countto ten · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale,...
TRANSCRIPT
![Page 1: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/1.jpg)
COUNT TO TEN
(are you coun+ng?)
Now, NEXT PAGE…
1
![Page 2: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/2.jpg)
IN :10, WHAT WOULD YOU SAY TO SOMEONE TO CONVINCE HIM/HER ABOUT CLIMATE
CHANGE?
2
![Page 3: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/3.jpg)
TALK INTO YOUR MEMO RECORDER FOR 10 seconds
3
![Page 4: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/4.jpg)
TALK TO HER
4
![Page 5: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/5.jpg)
OR HIM
5
![Page 6: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/6.jpg)
READY, SET, GO….
6
![Page 7: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/7.jpg)
THAT’S MORE THAN THE ATTENTION SPAN OF MOST PEOPLE FOR INFORMATION
7
![Page 8: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/8.jpg)
AND WHY MASS MEDIA RESORTS TO
“SENSATIONALISM”
8
![Page 9: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/9.jpg)
AND WHY MAJOR BRANDS SPEND MILLIONS TO DEVELOP
MESSAGING 9
![Page 10: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/10.jpg)
…BEFORE THEY SPEND $$$$ ON TV, RADIO, PRINT, INTERNET, PACKAGING, POINT OF SALE, MEDIA,
SPONSORSHIPS, COUPONS, SIGNAGE, GAMES…
10
![Page 11: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/11.jpg)
THEY START WITH “THE
CREATIVE BRIEF”
11
![Page 12: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/12.jpg)
LET’S USE SOMETHING AS SIMPLE AS CHEERIOS TO
EXPLORE THE “CREATIVE BRIEF” APPROACH TO MESSAGING
12
![Page 13: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/13.jpg)
#1. WHAT IS THE SINGLE MOST IMPORTANT
OBJECTIVE OF OUR COMMUNICATIONS?
13
![Page 14: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/14.jpg)
(A SIMPLE “CHEERIOS” EXAMPLE)
SELL MORE CHEERIOS
#1. Single most important objec+ve:
14
![Page 15: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/15.jpg)
#2. WHO IS YOUR MOST IMPORTANT
AUDIENCE?
15
![Page 16: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/16.jpg)
YOUNG MOMS* #2. Single most important audience:
*Moms (25-‐40) hold more purchasing power than any demographic. 16
![Page 17: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/17.jpg)
#3. WHAT IS THE MOST IMPORTANT AUDIENCE BENEFIT?
17
![Page 18: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/18.jpg)
THEIR CHILDREN’S HEALTH AND WELLNESS
18
#3. Most important audience benefit
![Page 19: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/19.jpg)
#4. WHY SHOULD THEY BELIEVE THIS?
19
![Page 20: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/20.jpg)
DOCTORS PREFER MULTI-‐GRAIN
20
#4. Why should they believe this?
![Page 21: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/21.jpg)
#5. WHAT IS THE BIGGEST OBSTACLE?
21
![Page 22: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/22.jpg)
THE KIDS
22
#5. What is the biggest obstacle?
![Page 23: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/23.jpg)
#5. THE MOST IMPORTANT MESSAGE?
23
![Page 24: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/24.jpg)
KIDS CHEERIOS
24
#5.The most important message?
![Page 25: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/25.jpg)
#6. WHAT DO WE WANT THE
AUDIENCE TO DO?
25
![Page 26: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/26.jpg)
26
EMOTIONALLY ATTACH TO CHEERIOS
#6. What do we want the audience to do?
![Page 27: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/27.jpg)
#7.HOW WILL WE KNOW IF OUR
MESSAGE WORKED?
27
![Page 28: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/28.jpg)
SALES FIGURES AND BRAND LOYALTY
28
#7. How will we know if our message worked?
![Page 29: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/29.jpg)
ZIPCAR CREATIVE BRIEF: #1 What is the single most important objec+ve of our communica+ons? Get people to think they might not need to own their own car #2 Who is our most important audience? City people with cars who walk to work #3 What is the most important audience benefit? No hassle and expense of a car. #4 Why should they believe this? You can rent nearby by the hour #5 What is the biggest obstacle? New concept #6 The most important message? Wheels when you want them #7 What do we want the audience to do? Get people to check to see if there is one in their neighborhood. #8 How will we know if we are successful? Memberships 29
EXAMPLES OF “EXECUTIONS” BASED ON A CREATIVE BRIEF
![Page 30: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/30.jpg)
STONYFIELD ORGANIC CREATIVE BRIEF: #1 What is the single most important objec+ve of our communica+ons? Organic is healthier for people and planet #2 Who is our most important audience? Moms -‐ shoppers #3 What is the most important audience benefit? Health #4 Why should they believe this? Healthy cows make healthy milk #5 What is the biggest obstacle? Confidence in our food system #6 The most important message? No hormones, an+bio+cs and pes+cides #7 What do we want the audience to do? Try it #8 How will we know if we are successful? Sales
30
![Page 31: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/31.jpg)
LET’S DO A
31
CREATIVE BRIEF
![Page 32: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/32.jpg)
#1. WHAT IS THE SINGLE MOST IMPORTANT
OBJECTIVE OF OUR COMMUNICATIONS?
32
![Page 33: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/33.jpg)
For example….
AGREE THAT WE ARE AFFECTING OUR CLIMATE NEGATIVELY
33
![Page 34: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/34.jpg)
#2. WHO IS OUR MOST IMPORTANT
AUDIENCE?
34
![Page 35: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/35.jpg)
Audience choices
35
Intellectuals, thought leaders, press, who will spread the message to “apathies” to convert them to ac+on, and build momentum (ignoring the non-‐believers.)
People who are: •uneducated •non-‐believers •crea+onists
a.
b.
See” Conscious Consumers in a Nutshell, by Martha Shaw
![Page 36: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/36.jpg)
b. Let’s choose B • Uneducated • Non-‐believers • Crea+onists/ an+-‐scien+sts
36
![Page 37: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/37.jpg)
#3. WHAT IS THE MOST IMPORTANT AUDIENCE BENEFIT?
37
![Page 38: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/38.jpg)
38
how about…
“Be smarter than your friends”
![Page 39: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/39.jpg)
#4. WHY SHOULD THEY BELIEVE THIS?
39
![Page 40: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/40.jpg)
WE CAN NOW TRACE
POLLUTANTS TO THEIR SOURCE
40
![Page 41: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/41.jpg)
#5. WHAT IS THE BIGGEST OBSTACLE?
41
![Page 42: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/42.jpg)
a. MEDIA $ POWER SAYING OTHERWISE
b. GUILT AND NEGATIVITY c. CHANGE OF LIFESTYLE d. GOD has the answer
42
![Page 43: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/43.jpg)
#5. THE MOST IMPORTANT MESSAGE?
43
![Page 44: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/44.jpg)
WHO DUNNIT?
44
![Page 45: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/45.jpg)
#6. WHAT DO WE WANT THE
AUDIENCE TO DO?
45
![Page 46: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/46.jpg)
a. FIGHT AGAINST FOSSIL FUEL SUBSIDIES b. SPREAD THE WORD c. REDUCE THEIR EMISSIONS d. CONSCIOUSLY CONSUME e. WHISTLE BLOW
46
CHOOSE ONE:
![Page 47: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/47.jpg)
#7.HOW WILL WE KNOW IF OUR
MESSAGE WORKED?
47
![Page 48: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/48.jpg)
Discussion.
48
![Page 49: COUNTTO TEN · …before!they!spend! $$$$ on!tv,!radio, print, internet, packaging, point!of!sale, media, sponsorships, coupons, signage, games… 10](https://reader033.vdocument.in/reader033/viewer/2022050120/5f508c45eb665a4b5950ba2d/html5/thumbnails/49.jpg)
49
Thank you.
CLN is considering the idea of developing a media campaign. Please contact Tamara if you are
interested in working on the Crea+ve Brief, the first and most important phase.
Martha Shaw martha@earthadver+sing.com
212-‐933-‐1391 hpp://www.earthadver+sing.com/EAabout.html