Cach lam concept

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Winning Concepts Habits for Writing Effective Concepts © Oxford Strategic Marketing Limited 2007 © Oxford Strategic Marketing Limited 2007 Introduction In concept development work we need to have a particular mindset so we can work effectively KEEP ON IMPROVING EACH CONCEPT  Write it well  Make sure it is understood  Edit it  Rework it MAKE THE COMPLEX EASY TO UNDERSTAND  Focus on the reader  Make it easy  Less is more FIND A SPARRING PARTNER  Find someone who can give you their views  Use them to check comprehension © Oxford Strategic Marketing Limited 2007 KEEP ON LEARNING CONCEPT WRITING SKILL  Practice, practice, practice!  Learn from your mistakes  Celebrate success!  Aim to be best not just average FIND YOUR OWN WAY OF WORKING  Solo vs in a pair vs in a  Away from office distractions Introduction © Oxford Strategic Marketing Limited 2007 Introduction Key Components of a Concept Headline Statement summarising the most important thoughts in the concept Need An unmet need for consumers, reflecting the Consumer Insight Benefit The benefit that addresses the need The benefit may be rational and / or emotional Reason to Believe Rational information that gives credibility to the benefit Critical Details Any further details that build a complete story around the idea e.g visual, pack sizes etc © Oxford Strategic Marketing Limited 2007 Introduction © Oxford Strategic Marketing Limited 2007 Introduction How to write better concepts HEADLINE  Write headlines that hook the reader NEED  Build a need statement that is translated from a strong Consumer Insight BENEFIT  Create a benefit that meets the need and attracts the consumer REASON TO BELIEVE  Support the benefit and make it credible DIFFERENTIATED  Create concepts that are different enough to bother testing © Oxford Strategic Marketing Limited 2007 Introduction © Oxford Strategic Marketing Limited 2007 Introduction Concept Writing Checklist Reflect the idea in an exciting way • Does the idea tap into the Brand Challenge and Consumer Insight? • Does the concept reflect the original idea? • Does the concept excite you? • Will it excite the consumer target and provide a response? Include all the key components • Does the concept include all Key Components in the right order to tell a story? • Is the ‘story’ focussed? Be differentiated • Is the concept differentiated from any other product the target consumer uses? • If you are testing more than one concept, are they sufficiently differentiated from each other? Be single-minded • Is there a clear benefit? Use consumer language • Is the concept written in language that could be easily understood by the consumer? i.e not technical, not too many words? Does it use consumer language? © Oxford Strategic Marketing Limited 2007  or  or ? Introduction © Oxford Strategic Marketing Limited 2007 Differentiation © Oxford Strategic Marketing Limited 2007 Differentiation Between Concepts TOOL : Differentiated Concept Tester • Draft and review your concepts Complete this matrix Use ‘strategic’ language not the ‘executional’ language you might have used in the concept and then ask: Is there lots of repetition in the grid? (If so your concepts may need more differentiation from each other) Are the concepts truly different of just minor variations of the same themes? Concept Need Benefit Reason to Believe © Oxford Strategic Marketing Limited 2007 Concept Concept Differentiation © Oxford Strategic Marketing Limited 2007 Writing Writing Skills –What I need to remember? Habits Know your consumer Keep them in mind as you write Use short and simple words and sentences Choose your words carefully Find and use ‘trigger words’ (or avoid them if negative) Make a conscious choice of tonality and writing style Keep the concept short and easy to read 120 words or less Edit it carefully Take your time Write it then leave it and come back to it with fresh eyes and perspective Take great care when translating it into other languages to ensure the meaning is not lost or altered © Oxford Strategic Marketing Limited 2007 Writing © Oxford Strategic Marketing Limited 2007 Writing Writing Style and Tonality considerations You need to make a conscious choice Example No Jargon vs Technical Full of natural goodness vs Contains proteins as a special targeted ingredient to increase muscle Created for your best friend and constant companion, your dog vs Created for larger dogs Personal vs Impersonal Straight Forward / Serious vs Creative / Aspirational Meaty chunks in gravy vs Meatalicious! Individual Focus vs General / Outer Focus Makes your dog’s hair shine vs Because everyone loves a well groomed dog Edited vs Expanded / Detailed Using only the choicest cuts of meat vs Carefully chosen by our chefs to be of the quality available in the best Parisian restaurants Functional Results vs Emotional Feeling For a glossy coat vs Makes your dog feel like he’s been groomed Factual vs Extraordinary 40% of owners noticed their dogs had more energy vs Like a puppy again! © Oxford Strategic Marketing Limited 2007 Writing © Oxford Strategic Marketing Limited 2007 Writing Take care when translating Create one master concept written in English Translate directly from the English concept If you choose to ask an Affiliate to translate rather than a third party state: ‘Please translate only, not input or alter meaning’ Ensure the translator is very clear not to change the meaning of the concept If meaning is changed this invalidates the concept of cross market comparison This is critical especially when you cannot easily check the translation (e.g into Chinese / Russian) © Oxford Strategic Marketing Limited 2007 Writing © Oxford Strategic Marketing Limited 2007 Input How should I handle input to a concept: Habits Most concepts can be improved through good input, however you must direct the input for: • Clarity / Comprehension /Editing /Story /Single-mindedness All input is a gift not a threat – it is up to you how to use it or whether to use it Be single-minded Consider creating a new concept if input pulls you in another less single-minded direction Avoid “add-ons” wherever possible Keep your brand challenge, insight and idea intact Don’t let input pull you away from these Let those who are inputting know each of these too Get input in a timely fashion Don’t rush it Treat input as a learning experience The more you learn the better your concepts will become Ask for balanced feedback (what is good and worth retaining, what is unclear or not helping?) © Oxford Strategic Marketing Limited 2007 Input © Oxford Strategic Marketing Limited 2007 Input To guide input best provide concept background, and direct input for comprehension, likes and improvement opportunities BACKGROUND INPUT The Brand Challenge we are addressing The Consumer Insight that we have used B LIKES The raw Product Idea that we generated and that this concept addresses C OPPORTUNITIES FOR IMPROVEMENT © Oxford Strategic Marketing Limited 2007 A COMPREHENSION Input © Oxford Strategic Marketing Limited 2007 Acknowledgements The following have contributed to the development of the BDF ‘Winning Concepts’ workshop We are grateful for their efforts: Kerstin Alert Juergen Bosse Ute Broedje Stefanie Hassel Susanne Duerr Mark Gillespie Fiona Graham (OxfordSM) Ismene Grohmann Susanne Iser Charlotte Knauer Eva Kunz Martina Kussberger Erk Maassen (Nielsen BASES) Clotaire Moineau-Quent Chris Penrose (OxfordSM) Agustin Piedrabuena Britta Schmitz GfK Heike Stoldt Sonja Ungewitter Elisabeth Vorwerk © Oxford Strategic Marketing Limited 2007 © Oxford Strategic Marketing Limited 2007 ... Between Concepts TOOL : Differentiated Concept Tester • Draft and review your concepts Complete this matrix Use ‘strategic’ language not the ‘executional’ language you might have used in the concept. .. 2007 Differentiation Between Concepts How can I make my concepts more differentiated from each other? Habits Consider addressing a different ‘consumer insight’ per concept Consider developing... executional words in concepts Resolve these in work before quantitative concept research (e.g in focus groups) Have someone disconnected from the project complete the Differentiated Concept Tester
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