A central part of a growth strategy (which might be branding driven, innovation driven or internationally focused) is the development of a great marketing concept. This presentation provides 6 tips to develop better concepts ---->>>> PDF Version Available for download at the following URL: http://www.amati-associates.com/free-reports/ In the "Free Download" Tab

1. AMATI
& Associates
6 Tips to
Develop Great Concepts
1

2. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
2

3. AMATI
1. Begin with an insight
& Associates
Great ideas go nowhere unless grounded on consumer understanding
…But this guy named Otto Rohwedder
invented sliced bread, and he focused, like
most inventors did, on the patent part and
the making part. And the thing about the
invention of sliced bread is this -- that
for the first 15 years after sliced bread
was available no one bought it; no one
knew about it; it was a complete and
total failure
Source:
Seth
Godin,
TED
Speech
2003
3

4. AMATI
1. Begin with an insight
& Associates
Define your target segment(s), their need states and decline the insight your want to address
Enjoyment
Vitality
Relevant !
Insights!
Conviviality
Power
Belonging
Recognition
Security
• --------!
• --------!
• --------!
• --------!
• --------!
• --------!
Control
4

5. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
5

6. 2. Learning vs. Evaluating
AMATI
& Associates
An Evaluating eye will only foster the ‘it will not work’ mood
6

7. 2. Learning vs. Evaluating
AMATI
& Associates
Through learning and successive adapting, we can make it work
Michel Jordan was excluded by his
high school basketball team
because – in his coach words – ‘he
is not good enough……’
7

8. AMATI
2. Learning vs. Evaluating
& Associates
It is important to have a positive attitude, during concept development
Dos
• How do we improve it?
• What does this imply?
• Can we charge an higher
premium?
• How do educate
consumers?
• How do we make it viral?
• Can we develop it for
niche targets?
• Can we do a vertical
model?
• ……
Donts
• Too expensive, is not
going to work
• Too complex
• Too niche
• I don’t understand it,
consumer won’t either
• I would not buy it
• It’s going to be expensive,
let’s kill it
• Trade will not accept it
• ….
8

9. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
9

10. 3. Right vs. Left Brain
AMATI
& Associates
Develop the concept to appeal to both sides of the brain
10

11. AMATI
3. Right vs. Left Brain
& Associates
Visualize early on, no need to be overly sophisticated
•
•
•
•
•
Forces agreement
Covers multiple angles
Facilitates Team buy –in
Gets people excited
Helps feeling it real and
feasible, at an arm’s
length
• Helps with fine tuning
• ….
11

12. 3. Right vs. Left Brain
AMATI
& Associates
Enrich the concept through Mood boards, go beyond words
Expression beyond words, generates an ‘ah-ha’ effect
12

13. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
13

14. AMATI
EXAMPLE
4. Uniqueness and Relevance
& Associates
Strike a balance between being distinctive and keeping it relevant
Travel Pillow
Cozy Sofa Dress
Eco-Aerosol
Underwater Phone
Seat less Bicycle
Super-fast Fridge
14

15. 4. Uniqueness and Relevance
AMATI
EXAMPLE
& Associates
CAVEAT: Relevance is not an absolute, it depends on the target consumer and their need states
Relevant
Not Relevant
Enjoyment
Vitality
Enjoyment
Conviviality
Power
Belonging
Recognition
Security
Control
Vitality
Conviviality
Power
Belonging
Recognition
Security
Control
15

16. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
16

17. 5. Concept to Copy
EXAMPLE
AMATI
& Associates
Make sure that the concept can be translated into copy, no need to develop a full fledged
campaign
Storyboarding (NOT A CAMPAIGN)
•
•
•
•
•
•
Can you translate the
concept into copy?
Does the message make
sense? Is it relevant?
Is the storyboard
engaging enough?
Are the emotional
elements clear enough?
Do you need to educate
consumers?
Is your concept “Storytellable”?
17

18. 5. Concept to Copy
AMATI
EXAMPLE
& Associates
Ultimately fine-tune the concept not the campaign
Storyboarding (NOT A CAMPAIGN)
•
•
•
The purpose of the
exercise is to amend,
improve and change the
concept not the story
board
This step it’s not about
developing a campaign,
it’s about making sure a
campaign can be
developed
The stronger and the
more translatable the
concept is, the higher the
chances of success,
whether ATL is a factor
or not
18

19. 6 Tips to Develop Great Concepts
AMATI
& Associates
1. Begin with an insight
2. Learning vs. Evaluating
3. Right vs. Left Brain
4. Uniqueness and Relevance
5. Concept to Copy
6. Experiences, rather than features
19

20. 6. Experiences rather than features
AMATI
EXAMPLE
& Associates
Experiences are a better way to educate than product features: it’s the power of metaphors
Google Search: Reunion
•
•
Source: http://www.youtube.com/watch?v=gHGDN9-oFJE
This ad is about lost
friends, political divide,
political tension, reunion,
family ties
Yet provides a simple and
effective snapshots on
how to use:
• Google Search
• Mobile Search
• Web Definitions
• G+ Pages
• Weather forecast
• Flight Tracking
20

21. AMATI
& Associates
AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
21