John Leach on the “Mathematics of creativity” Part 1 from accountplanninggroup on Vimeo.
Stumbled upon this awesome presentation from John Leach. Although technically this is more about calculation than actual mathematics, it is still worth a look. Really entertaining and useful keynote.
I might be biased as a Fin, but javelin throw is the most entertaining track & field sports ever. However, what makes good spectator sports is not necessarily good way to do marketing. Many companies are still stuck in the old ways of doing marketing, which painstakingly resemble the Finnish national sport:
Javelin Throw: Traditional Marketing
Seppo Räty, the epitome of no-frills javelin thrower
– Fixed amount of trials: In javelin you get six trials to prove that you are worthy. In traditional marketing you do couple of campaigns a year.
– Individual: You only worry about your own performance.
– No room for improvisation: You do what you have practiced and try to duplicate your practice performance. If things start to go sidetrack, it is hard to make changes in competitive situation. Same with big marketing campaigns, when they veer off-the-track you cannot really save them. When javelin is released, you can only hope for it to be a good throw.
– Make it or break it –situation: You either make the throw or not. Your bi-annual campaign is either hit or not. Success of the whole year is judged based on that single try.
Basketball: Modern marketing
This dunk is one of the many baskets done on the single game.
– No limit on trials, but limited amount of time: Trials depend on your opportunities you get during the game. The best players seize the good opportunities, but occasionally take bad opportunities as well.
– Collaborative: The success is not only based on the individual, but on how well your team is playing and also the level of your opponent.
– Room for improvisation: Practice is important and creates the core of what you do well. Your core skills also contribute to the average probability of succeeding (among other things). That is why it is important to invent as you go along. Success is about talent, hard work & many trials. More you try, the luckier you get.
– End-result matters: Individual throw can go in or not. Only thing that matters by the end of the day is the total amount of shots you got in and have they contributed to your team win. Some shots are more important than others though. One of the most important skills nowadays is the skill to recognize those important shot opportunities and seize them.
If we want to succeed in this changing world, it is not sufficient to improve our technique in the existing game. We have to totally change the sports we are in.
Based on years of empirical research in real working environments, I have finally cracked the formula for estimating the success rate of your marketing campaign.
It is the following:
SR=C-(10%*X)
SR= Overall succes rate of the campaign
C= Estimated Concept Succes Rate. Below are the average success rates for different type of concepts:
Great Concept (GRC):100%
Good Concept (GOC): 70%
OK Concept (OKC): 50%
If you even your worst day will do something which is below “OK Concept”, you should probably change profession.
x= Amount of every very adjustment, addition, alternation, modificiation and other mutilation given in the revision routes.
So what we can learn from this formula?
1) If you want to maximize your success, aim always for the great work.
2) Even the greatest of concept can be killed with too many modifications. Five revision routes reduce the success rate of your campaign to the same as flipping the coin.
3) Most often, less is more. When you have simple and effective concept in your hands, cherish it. Those are usually the ones, which will succeed.
Catching people´s attention is increasingly more difficult. Skipping ads is easier than ever and the opportunities to enjoy truly great entertainment (which marketing communications seldom is) more vast than ever. People really do not care about majority of brands. Surprisingly they have more important things on their mind.
To make people care (even a little bit), you first have to make yourself known. In the current marketing climate, there is only two ways for that. You are either:
1. Outrageous
World´s most successful branded app is less popular than the most successful fart app. People love dancing babies, cats, crazy dances and many other inane things. If you want to create truly outrageous brand campaign, you have to benchmark the popular culture phenomena and be at least on the same level or go beyond that.
When to go outrageous?
When you want to get instant attention, maximize the eyeballs and virality of your campaign.
What it requires from the brand?
Balls
For what brands it works?
For lifestyle brands with edgy brand persona.
2. Useful
Moonwalking pony with Fleetwood Mac soundtrack does not work for all brands.
If you want to create something truly useful, first of all you have stop browsing all the marketing blogs (expect this, of course) and start browsing how the people are actually behaving.
You have to build your brand experience around the real experiences of your target audience. You should never assume that the audience would care about your brand a single bit unless you bring some value for them. Creating useful things is more demanding, difficult and than to shock people or get cheap laughs. However if you can truly become part of people´s behavior, it is much harder to break that relationship instead of jumping to the next outrageous fad.
When to go useful?
When you want to create something long-lasting
What it requires from the brand?
Patience & Investment
For what brands it works?
For what brands it would not? If you cannot create anything useful for your target audience, maybe you should do some deep brand soul searching.
Caution: Even though you create something truly useful, you have to still promote it. If you just build it, they will not come. 80% of branded apps have under 1000 downloads. Firstly because many times they are low quality marketing crap and secondly because they are poorly promoted.
If you are not either of the above, you have the one last resort for your brand:
Total oblivion.
Doing good work in advertising is easy.
You just have to make sure that you have the following things in the order:
1. Good product & Brand
Sometimes it is obvious that you are working with superior product (Apple comes to mind). Other times you have to really dig for the relevant difference, but it is there if you are willing to do the work (something like Orabrush). The sad truth is that sometimes you are dealing with mediocre or even lackluster product. Then you have three choices:
– Decline the work and suffer financially.
– Do mediocre work and hope that adequate media push will ensure enough tick in sales to keep you afloat.
– Do great advertising for it. That is the fastest way to kill inferior product.
Advertising does not create new needs for people. It just amplifies existing ones. If there is no need (existing or latent) for the product, you are pretty much screwed.
2. Good team
You need sound strategic and creative thinking and also the ability to sell that thinking. Sometimes you might have all those capabilities in one person, sometimes even 10-member global team is not enough. When having more than one person in that team, the best results come with right mixture of competition and collaboration. Great team is full of different strong-minded individuals who strive together towards same goal, but not necessarily without fight.
3. Good client
Idea is worthless until it is bought. That is why it is crucial to work with demanding and bright clients who do not settle for the mediocre solutions. Good client knows how to brief and to buy creative product and also treats you like a human being.
When you have these things in order, you only have to come up with one simple thing:
Brutal Truth
Some praise the insight, some an idea. I combine them together and call it brutal truth. That truth will separate and distinguish you from your competitors. It connects you with your customers. It will provide the springboard for creative leap.
Many times the separation between insight and creative idea is artificial. If you unearth surprising and unique insight, you might actually have your whole marketing communications in that single insight. If the insight is obvious or well-known, then the need for creative leap is much stronger. It is delicate balance between obvious and obscure.
It is brutal truth because it is not always pretty but always effective. It might be quick and dirty solution. It might require changing your whole marketing plan. You might need to break some taboos. You might need to go against the grain, or do totally same thing as others. Brutal truth might not be easy, but it is equally demanding for all.
Every time I have been a member of a good team working for good client around good product, we have been able to come up with brutal truth. When the marketing has been based on that brutal truth, the end result has always been great work.
It is that easy.
One of the most common terms (besides ideas) in agencies, which is thrown around is “good work”. Probably everyone has different meaning for it, but I have always believed that good work is just two things.
It is effective and entertaining:
1. Effective
Good work has to provide above-the-average business results for the client. Average is not enough, because average results you can achieve with crappy work pumped up with strong media push. Also to go above the average means that the strategy work is not just stating the obvious. To be truly effective, the strategy must provide either great answer to current business problem or find lucrative business opportunity. Great strategy is all about finding the relevant difference.
Advertising is not art, so if the work cannot be measured with commercial criteria it cannot be truly good either.
2. Entertaining
Although advertising is not art, it is not door-to-door-selling either. Spamming your whole client list might be effective done once, but would ruin your hard-earned reputation at the same time. In marketing communications you are maximixing the effectiveness on the long run, not getting quick wins which are cheap.
Entertaining does not mean cheap laughs either. Zero Dark Thirty is entertaining movie, although it is not funny. Great advertising finds the right emotion to suit commercial purposes. Majority of our intentional consumption decisions are done emotionally (rational car buyers?) so if you do not spark any emotion you do not have the chance to be truly effective either.
Entertaining people is harder than ever. Our marketing communications competes head-to-head with the best content in the world. So when you are doing your next brand mobile application, ask yourself is this really on the same level as other good (not marketing) applications? If not, it does not probably take off.
In advertising, we tend to define the work too often with its novelty aspect. We are obsessed of doing something, which has not been done before anywhere. Sometimes it is for good reason. No one has not build the world biggest toilet paper mummy for any toilet paper brand (at least I hope so), but that is for good reason. That is completely stupid idea. In the search of novelty, we tend too often to shift doing gimmicks. More often than creating something completely new, good work is about looking the old things from new perspective.
Good work requires strong strategy with huge creative leap. On the long run, the selection is not either effective or entertaining. If you want to be ahead of your competition, you have to be both.
Also I have only talked about good work. The great work is totally different beast. Great work changes the whole world.
I recently watched Hitchcock, great film about making of Psycho. The movie is notable not just because of great roles by Anthony Hopkins and Helen Mirren. The movie also reminded how great marketer Hitchcock was. Besides his directorial duties, Hitchcock handled also the promotional duties for the film.
Psycho was controversial movie, breaking boundaries in depiction of sex and violence. Because of the risky content, the film was majorly funded by Hitchcock himself. Psycho was filmed and promoted with equally low budget. Without big advertising support from Paramount, Hitch had to rely on word-of-mouth to make Psycho a hit. That required equally cunning and cost-effective marketing methods:
Five Marketing Tips from Master of Suspense:
1. Spot the emerging trends
Hitchcock bought the rights for the novel Psycho (by Robert Bloch) with only 9000 dollars. After that he bought every copy of the book he could find so people would not read it and find out the surprising end.
2. Utilize the “own media”
Because bought media was scarce for the film, Hitch concentrated the marketing efforts to movie theatres. This was also easily done, because Psycho did not open in that many theaters in the beginning.
Psycho had own queues in front of the theaters and in many places theaters had also police staff to underline the shocking nature of the film. All the theater owners got manual on how to screen Psycho.
3. Do not just sell the product, sell the whole experience
“Psycho Policy”
Marketing of Psycho went against the grain of typical movie marketing. The main emphasis was not in the plot or leading actors, but in the “Psycho policy”. This policy dictated the way Psycho should be watched to get the full experience.
The center of the policy, that theatres did not allow anyone to the screening late (as can be seen in below trailer as well). This had interesting consequences. The audience was already seated, anticipating and in the right mood when the movie started. Also it resulted in visible queues outside the theatres.
4. Tease and hype but do not reveal too much
The main part of Psycho is the whole vibe. Therefore the trailer was completely different, even funny at points. Only the last seconds give glimpse about what kind of terror to expect.
5. Change the rules
The main actors of Psycho did not give interviews about the movie. Psycho was not shown to film critics beforehand. Although this had an effect (and not entirely positive) to the first ratings of the movie, it also ensured that also the critics could get the full Psycho experience. Also the plot would remain secret for longer period.
With his clever marketing schemes Hitchcock ensured the buzz around the film. Psycho was the most successful movie from Hitchcock in box office and remains an influential movie masterpiece still to this day.
Stand-Up Strategy 