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Creative Day Oct 14

Published on Nov 18, 2015

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PRESENTATION OUTLINE

1.

CREATIVE DAY

WELCOME TO LIVERPOOL AND THE UTV
Photo by Bev Goodwin
2.

AGENDA AM

  • 9.30 - 10.00 Update
  • 10.00 - 11.00 Get more in Q4
  • 11.15 Break
  • 11.30 - 12.15 Let's be Brief
  • 12.30 - 1.30 Lunch
Photo by Sergiu Bacioiu
3.

AGENDA PM

  • 1.30 - 3.00 Hoooook!
  • 3.00 Break
  • 3.15 - 3.45 Christmas Tale
  • 3.45 - 4.30 Plan and AOB
Photo by 55Laney69
4.

UPDATE

  • October
  • Recruitment
  • New Team Member
  • Creative Days
  • And...
Photo by Profound Whatever
5.

THE CLAW!

Photo by Sylvain Yaccob
6.

QUARTERLY REDRESS

  • Miss the month, but get the quarter
  • You will get commission
  • If that means a group hit, then Group Commission.
  • And it starts...
Photo by DELLipo™
7.

QUARTERLY REDRESS

  • January 2014!
  • Yes, 2014.
Photo by Luke Hayfield Photography
8.

GET MORE IN Q4

Photo by Robert S. Donovan
9.

GET MORE IN Q4

  • Revenue generating ideas
  • Ads
  • Music
  • Celebs
  • Other?
Photo by HowardLake
10.

LET'S BE BRIEF

Photo by HPUPhotogStudent
11.

NEW CRM BRIEF FORM

  • Maggie has said we can change it
  • We can even change how it looks
  • So let's change it...
Photo by Enokson
12.

LUNCH

Photo by Bev Goodwin
13.

MORE HOOK MANIFESTO

Photo by LongitudeLatitude
14.

HOOKS

  • You can all write great ads
  • You can all come up with great "hooks"
  • It's time to take it to the next level
  • It's time to extend the "hooooook"
Photo by nathanwentworth
15.

SOME GREAT ADS ARE JUST GOOD

  • They start with a hook
  • Then bombard the listener with info
  • The initial impact is lost
  • Because of too much info
  • Too many offers
Photo by Kasaa
16.

INFORMATION

WHAT DO THEY NEED TO KNOW?
Photo by Raoul Pop
17.

INFORMATION

  • Does the script need the address?
  • Telephone number?
  • Do you remember them yourselves?
  • Does it need the web address?
Photo by macinate
18.

INFORMATION

  • More than one offer can confuse
  • Can't remember a list
Photo by Ginger*
19.

INFORMATION CONSUMPTION

  • Different now
  • Phone/tablet
  • Information is instant!
  • No need for pad and pen!
Photo by Robert S. Donovan
20.

ONE OFFER PER AD?

AFTER ALL, DON'T WE RECOMMEND
Photo by Leo Reynolds
21.

LONGER HOOKS!

LESS, NEEDLESS INFORMATION, MEANS
Photo by ataferner
22.

LONGER HOOKS MEAN....

  • More time to develop characters
  • Storylines
  • Soundscapes
  • Draw listeners in more
  • Enage them for longer
Photo by mrlins
23.

LONGER HOOKS MEAN....

  • Producers can go to town on the ad.
  • Mini radio dramas!
Photo by mrlins
24.

ALREADY DOING IT FOR CERTAIN CATEGORIES

  • Eg; Drink Drive Campaigns
  • No offer, no branches, no phone number
  • Longer, more emotional hooks
  • End with just a slogan
  • We all remember writing these ads
Photo by RNLJC&M
25.

WE NEED TO TRY AND DO THE SAME FOR OTHER CATEGORIES

Photo by Keith Bloomfield
26.

ONE OFFER

SO WHEN WE STRIP OUT INFORMATION WE ARE LEFT WITH
Photo by Leo Reynolds
27.

SO HOW DO WE DEVLOP LONGER HOOKS?

  • By asking.....
  • "What does the offer mean?"
Photo by Leo Reynolds
28.

EXAMPLE

  • Polar Ford
  • Nearly new Ford Fiesta Zetec
  • From just £6,999.
  • What does this offer mean?
  • Polar Ford have cheap cars so buy one!
Photo by ben.chaney.archive
29.

NO!

Photo by kevin dooley
30.

IT MEANS.......

  • I can drive the kids to school
  • I can get rid of that old banger
  • I can buy my first car
  • I can say goodbye to the bus
  • Other dealers are worried
Photo by Luke,Ma
31.

MEANING

  • Client wants the listener to know the offer
  • We need the listener to understand what the offer means!
  • What it means to them.
  • Then they'll embrace the offer, believe it!
  • They see how the offer could change their lives.
Photo by DELLipo™
32.

IT'S LIFE CHANGING!

IT'S NOT JUST CHEAP
Photo by martinak15
33.

THAT'S POWERFUL STUFF!

Photo by andrewrennie
34.

HOW CAN WE MAKE THIS HAPPEN?

Photo by Keoki Seu
35.

EDUCATION

Photo by Old Shoe Woman
36.

EDUCATION

  • When you take a brief...educate!
  • When you present a script...educate!
  • When you train your execs...educate!
Photo by Sebazac
37.

CAMPAIGNS

IT WILL ALSO HELP YOU SELL
Photo by Chambo25
38.

A CHRISTMAS TALE

Photo by Glenn Waters ぐれんin Japan.
39.

WHAT'S YOUR PLAN?

Photo by mikecogh
40.

WHAT'S YOUR PLAN?

  • What have you taken from today?
  • How are you going to put it into action?
Photo by Agus MC
41.

ANY QUESTIONS?

Photo by Great Beyond
42.

EXAMPLE

  • Polar Ford
  • Nearly new Ford Fiesta Zetec
  • From just £6,999.
  • What does this offer mean?
  • Polar Ford have cheap cars so buy one!
Photo by ben.chaney.archive

Dave Monk