This is not the document you are looking for? Use the search form below to find more!

Report home > Others

The Big Idea in 5 Steps

0.00 (0 votes)
Document Description
The Big Idea in 5 Steps
File Details
Submitter
  • Name: daisi

We are unable to create an online viewer for this document. Please download the document instead.

The Big Idea in 5 Steps screenshot
DOWNLOAD

Add New Comment




Related Documents

Creating the BIG Idea or HOOK For Your Product

by: jaysinger, 8 pages

Clandestine Underground Idea #7: Creating the BIG Idea

The big fish in a small pond: Accommodation and the processing of ...

by: asuna, 39 pages

Definite phrases are often used to introduce new entities into discourse but the conditions under which this is possible are not well understood. Evans (2005) argued that the definite article may be ...

Learn Chinese In 5 Minutes - Become a Fluent Chinese Speaker

by: phenpie, 2 pages

If you want to learn Chinese in 5 minutes then you need the best training possible. This report provides details on one of the best solutions for you to learn Chinese in 5 minutes.

Leadership Personality: Do You Have the Big Five Traits?

by: simone, 4 pages

Psychologists now believe that of all the various methods for classifying personality dimensions, only one stands out as the most statistically robust: the Big Five. This means personality factors ...

Watch The Big Bang Theory the Cruciferous Vegetable Amplification Season 4 Episode 2 Online Free

by: hanbal, 1 pages

Watch The Big Bang Theory Season 4 Episode 2 Online Free hollywoodserials.com Click here to watch online free

Let Us Now Praise Great Men: Bringing the Statesman Back In

by: chuck99876, 41 pages

Daniel Byman and Kenneth Pollack, “Let Us Now Praise Great Men: Bringing the Statesman Back In,” International Security Vol. 25(4) Spring 2001: 107-146

The Yorkshire Terrier - The Big Dog in a Tiny Body

by: rika, 1 pages

It seems likely that selective breeding resulted in the small size of the Yorkshire Terrier, but someone apparently forgot to tell this little guy that he's a scaled down version of a terrier. ...

How To Suck In Massive Free Traffic To Your Website In 5 Steps

by: nick44vickers, 1 pages

Firstly, let me tell you that the real secret to getting massive free website traffic is really no secret at

How To Start An Internet Business In 5 Steps

by: justin14, 6 pages

http://makerealmoneyonline.ws This pdf teaches you how to build a wildly success internet business online.

How to Get Back With Your Ex In 5 Steps

by: iconchime3, 2 pages

But, confidence will come with accomplishment whilst you have just been dumped. It's not going to be...

Content Preview
  1. THE BIG IDEA in five steps
  2. 1 2 3 4 5 STEP ONE Why are you here?
  3. 1 2 3 4 5 Understand the context first.
  4. 1 2 3 4 5 Why are you doing this? What is the physical, economical, social and technological (PEST) environments like as you think of about the big idea? Why does the Client need you?
  5. 1 2 3 4 5 It’d be quite dumb to be selling hi-notes investments now, wunnit? Now you won’t know that unless you understood your environments.
  6. 1 2 3 4 5 Don’t assume you understand them all. Do some bloody homework.
  7. 1 2 3 4 5 STEP TWO What is the problem?
  8. 1 2 3 4 5 If there is no problem, there’s no need for a solution. Why is there a need for this big idea?
  9. 1 2 3 4 5 Say you’re the marketer in charge of launching a new pair of running shoes. You’re currently ranked #4 worldwide in terms of sales figures. What do you think your problem is?
  10. 1 2 3 4 5 Typical answer: To increase brand awareness.
  11. 1 2 3 4 5 Duh.
  12. 1 2 3 4 5 That’s not the problem. If you’re ranked #4, do you think you really have an issue with brand awareness?
  13. 1 2 3 4 5 Is this the right answer? Runners are too loyal to their existing brands of shoes.
  14. 1 2 3 4 5 Well, sort of. That’s a consumer insight.
  15. 1 2 3 4 5 You need to find out the consumer insight to unveil the problem.
  16. 1 2 3 4 5 The right answer: There is no compelling reason why a runner should experiment with a new brand of shoes.
  17. 1 2 3 4 5 Coming up with a solution to tackle that problem is much easier, don’t you think?
  18. 1 2 3 4 5 STEP THREE Why is there a problem?
  19. 1 2 3 4 5 Why do you think the problem exists?
  20. 1 2 3 4 5 Here’s a tip: it’s usually due to the environments.
  21. 1 2 3 4 5 Let’s continue with selling the running shoes.
  22. 1 2 3 4 5 Physical Environment: Are you launching your shoes during the monsoon season, and most runners prefer running outdoors than indoors?
  23. 1 2 3 4 5 Physical Environment: Or maybe your competitors have twice as much marketing budget, and are launching their new shoes at the same time?
  24. 1 2 3 4 5 Economic Environment: Are your shoes too expensive? Or maybe too cheap?
  25. 1 2 3 4 5 Isn’t being cheap a good thing?
  26. 1 2 3 4 5 Well, it depends on how the society thinks.
  27. 1 2 3 4 5 Social Environment: How do runners perceive you?
  28. 1 2 3 4 5 Social Environment: How do they run? In packs? Alone?
  29. 1 2 3 4 5 Social Environment: What do they do on a social basis?
  30. 1 2 3 4 5 Social Environment: How do they socialise?
  31. 1 2 3 4 5 Social Environment: Do they think cheap = good? Do they even care?
  32. 1 2 3 4 5 STEP FOUR Based on what you know so far, what is your single-minded proposition?
  33. 1 2 3 4 5 The single-minded proposition sums up the single most important thing you can say about the brand that influences the consumer in such that it addresses your problem.
  34. 1 2 3 4 5 It should be kept to a single sentence.
  35. 1 2 3 4 5 You’re not writing a freaking thesis.
  36. 1 2 3 4 5 It is not a tagline.
  37. 1 2 3 4 5 So save the fluff for later.
  38. 1 2 3 4 5 The best big ideas we’ve seen all have a single-minded proposition. Not multiple-minded. Don’t be greedy.
  39. 1 2 3 4 5 The more you want to say, the less people will remember.
  40. 1 2 3 4 5 Do you remember what Creative Technology was trying to say with their MP3 advertisements?
  41. 1 2 3 4 5 How about the iPhone?
  42. 1 2 3 4 5 My point exactly.
  43. 1 2 3 4 5 STEP FIVE Coming up with the big idea.
  44. 1 2 3 4 5 The big idea is an umbrella idea that delivers the single-minded proposition.
  45. 1 2 3 4 5 It is not a tactical idea.
  46. 1 2 3 4 5 And certainly not a media buy suggestion.
  47. 1 2 3 4 5 Huh? What do you mean?
  48. 1 2 3 4 5 Shoot the next agency that tells you your big idea is to start a blog or Facebook group.
  49. 1 2 3 4 5 A big idea is big enough to be adapted through various media.
  50. 1 2 3 4 5 A big idea is also big enough to be adapted into various tactical ideas.
  51. 1 2 3 4 5 Not everyone can come up with a big idea.
  52. 1 2 3 4 5 And not all big ideas are good enough to disrespect time.
  53. Good luck coming up with the big idea. This presentation was brought to you by Pat Law. website: blankanvas.bypatlaw.com email: pat@bypatlaw.com twitter: twitter.com/patlaw plurk: plurk.com/patlaw

Download
The Big Idea in 5 Steps

 

 

Your download will begin in a moment.
If it doesn't, click here to try again.

Share The Big Idea in 5 Steps to:

Insert your wordpress URL:

example:

http://myblog.wordpress.com/
or
http://myblog.com/

Share The Big Idea in 5 Steps as:

From:

To:

Share The Big Idea in 5 Steps.

Enter two words as shown below. If you cannot read the words, click the refresh icon.

loading

Share The Big Idea in 5 Steps as:

Copy html code above and paste to your web page.

loading
PDFCast Tags | Browse | DMCA Guidelines | Terms of Use | Privacy Notice | Contact | Facebook | Valid XHTML | Sitemap | Book Sitemap
© Copyright 2011 PDFCast.org

0.0378 - 4.41MB