the creative process – when does it begin?

© 2004 Canadian Marketing Association-All Rights Reserved

The Creative Process – The Creative Process – When Does it Begin?When Does it Begin?

• Once you have determined :– Who your target market is– What your objectives are– What the offer will be– What media you will use

• Then you need to write your creative brief and develop your creative strategy


The Creative Process – The Brief The Creative Process – The Brief

The creative brief is a comprehensive document that helps you strategize and crystallize

thoughts before writing copy, formulating a creative strategy or starting design work.

The creative brief contains the "specifications" to which both creative services and copywriting

should adhere.


The Creative Process – The Brief The Creative Process – The Brief

“Briefing is not just a matter of putting together a detailed list of facts, figures and instructions. Creative briefing should set out to inspire the people who create the

magic – the creative teams.”

Marketing, Ireland’s Marketing Monthly


The Creative Brief - Getting it RightThe Creative Brief - Getting it Right

• The creative brief is the most essential element in creating strong, effective direct marketing communications. It should be motivational, not rushed

• All stakeholders in the campaign should be present at the briefing session – creative, account management, media, production

• Regardless of how the brief is presented, or if the creative resources are in house, there should always be a written creative brief


A Powerful Brief - The Right ElementsA Powerful Brief - The Right Elements

• Background to Product or ServiceBackground to Product or Service

• TaskTask

• Objectives Objectives

• Target Audience Target Audience



• Desired Response from Target MarketDesired Response from Target Market

• OfferOffer

• MediaMedia

• Single Minded PropositionSingle Minded Proposition

• Support Support



• Tone and MannerTone and Manner

• MandatoriesMandatories

• BudgetBudget

• Time LinesTime Lines


A Powerful Brief - The Right ElementsA Powerful Brief - The Right ElementsBackground To Product Or ServiceBackground To Product Or Service

• Characteristics of brand; why job is being briefed; market considerations, overall marketing strategy– It should begin to whet the appetite of the

creative team

TaskTask

What is being asked of the agency/creative team?

• What services do you want provided creative,

production, media? • What is the consumer problem/need that the

creative must solve?



ObjectivesObjectives

• What do you want to achieve, by when

and with what measurable results?



Target AudienceTarget Audience

• Prospects and/or customers

• Geographic, demographic and psychographic elements

• Current perception, attitude and usage of the product by the target audience now

• Create as insightful a picture as possible



SupportSupport• What product or service features support

single minded proposition/key benefit?

Single Minded PropositionSingle Minded Proposition• What is the one key message you want to deliver in terms of the prospect’s own needs that sets you apart from all other competitors? Differentiation can be related to your products, service or company• This is the heart of the creative process. It distills all the compiled information into one or two sentences



Desired Response From Target MarketDesired Response From Target Market• What beliefs/attitudes do you want target market to have about the product/service?• What behaviour (action) do you want the target market to take?

OfferOffer• Offers to induce target market to respond to your solicitation

MediaMedia • What media do you intend/propose to

use? Direct mail? Print or press? Web?



Tone and MannerTone and Manner

• Descriptors for copy style (e.g. Emotional, conservative; fun; dynamic; serious, fear, etc.)

MandatoriesMandatories

• Any logos, slogans, terms and conditions to be included, etc.

BudgetBudget

• Budget available to achieve what you are looking for

from the agency : creative, production, media

TimelinesTimelines

• Deadlines: for initial “rough” concepts, for completed

concepts, copy and layout, presentation to the client, launch • Expect delays


Various ProcessesVarious Processes

• Client prepares brief and presents it to agency/internal creatives, media and production

OR

• Client prepares brief presents to senior agency people and agency account manager. Agency account manager interprets it and presents it to agency creative & production team

OR

• Agency account manager prepares brief with client. Agency Account Manager/Client briefs creatives, media and production


A Powerful BriefA Powerful Brief

““Give me the freedom of a tight briefing.”Give me the freedom of a tight briefing.”

David OgilvyDavid Ogilvy


Creative BriefCreative BriefCase StudyCase Study

ConsumerConsumer

TechnologiesTechnologies


TaskTask

• What is being asked of the agency/creative team?• What services do you want provided?

– Creative– Production– Media

• What is the consumer problem/need that this creative must solve?


TaskTask

• Develop an integrated DM campaign with DRTV for CT in 2006• Develop a :60 spot to test against infomercial• Consider using non-TV media in order to achieve attractive CPLs• Requires strategy, creative, production and media planning/buying• Campaign needs to drive leads to 800 number and url• Launch canister model• Address new pet and allergy targets



• What do you want to achieve, by when and with what measurable results?



• 2006 sales of $75 million (>50% VYA)• Cyclone:Thunder mix of 80:20 in first year of Thunder• DRTV CPL for Cyclone: $44• DRTV CPL for Thunder: $60• Convert 10% of >2 yr. Cyclone owners to Thunder



• Prospects and/or customers– Geographic– Demographic– Psychographic

• Current perception, attitude and usage of the product by the target audience now



• US and Canada• 29 – 59• 70:30 F:M skew• Above average income, education• Urban and suburban• Houses and apartments• Pet owners, allergy sufferers, new parents• Keeping a clean and tidy home is very important• Mix of technology innovators, early adopters, early majority• Prizm Clusters: U1, U4, S1, S3, E1, R1


Single Minded PropositionSingle Minded Proposition

• What is the one key message you want to deliver in terms of the prospect’s own needs that sets you apart from all other competitors?

• Differentiation can be related to your products, service, or company.


Single Minded PropositionSingle Minded Proposition

• Only Consumer Technologies offers the power of dual-cyclonic vacuum suction technology to keep your home as clean and as healthy as possible.


SupportSupport

• What product or service features support single minded proposition/key benefit?


SupportSupport

• Canister and upright models feature exclusive dual-cyclonic suction technology• No power-robbing paper filter bags. Dirt is collected • HEPA filter technology captures 99.99% of the particles flowing through it down to 0.3

microns in size including bacteria, pollen, plant-spores, moulds and dust• Canister has unique stair-hugger design• Includes 6-ft hose, mini powerhead, bare floor nozzle and 3 on-board accessories• 30-day risk free trial plus 2-yr warranty• 24-7 toll-free customer assistance


Desired Response From Target MarketDesired Response From Target Market

• What beliefs/attitudes do you want the target market to have about the product/service?

• What behaviour (action) do you want the target market to take?


Desired Response From Target MarketDesired Response From Target Market

• Current Perception:– Haven’t heard of CT Cyclone or Thunder but would try something new to get rid of

cat hair/make my cleaner, especially during allergy season– Didn’t know there was a vacuum that didn’t use paper filter bags

• Desired perception (actual customer testimonials):– “The first time I used the Cyclone I got two collection bins full of material out of

the carpet!”– “I like its light weight and the HEPA cleaning filter. My daughter has asthma, so its

important to me.”– “I love my Cyclone! I have 3 cats and after each use I can feel the difference in the

air and see a lot of difference in my carpet.”


Offer / Call to ActionOffer / Call to Action

• Offers to induce target market to respond to your solicitation• Action steps required of target audience to take advantage of offer


Offer / Call to ActionOffer / Call to Action

• Offers:– CT Thunder Purchase Offer:

• CT Thunder vacuum with Certified HEPA Absolute Air Filter, 3 on-board attachments, Mini Powerhead, Bare Floor Nozzle for $329 plus applicable taxes and shipping

• One-time credit card payment or 5 monthly payments• 30-day in-home trial

– CT Thunder Video Offer:• Free 30-minute video

• CTA:– Call now 1-800-CON-TECH (266-8324)– Go to consumertechnologies.com


MediaMedia

• What media do you intend / propose to use?


MediaMedia

• DRTV:

– Long-form (30-min)

– Test short-form (:60, :90, 2:00, :30?)

• DR print

• Radio?

• Direct mail

• Email

• Banner ads

• Search


OtherOther

• Tone and Manner:– Descriptors for copy style

• Mandatories:– Logos, tag lines, terms, etc.

• Timing:


OtherOther

• Tone and Manner– Friendly, upbeat, very straightforward (i.e., keep a lid on metaphors)– Lots of pictures– Testimonials are critical

• Mandatories– Follow brand and colour guidelines– Qualify all claims

• Timing:– Need to be ready to go for Q4


BudgetBudget

• DRTV CPL for Cyclone: $44• DRTV CPL for Thunder: $60• Creative development not included in above• Provide quotations for all activities

the creative process – when does it begin?

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