From Meeting Room to Living Room in 10 easy steps

From Meeting Room

to Living Room

In 1O Easy Steps

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From Meeting Room to Living Room.In 1O Easy Steps.

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Room Company world

Boss = Man with the check

Rules = Rules of marketing

Target = Consumer (PRP)

Competition = Other companies

Game = Eliminate surprise

Success = Bond with consumer

Arena:

The Meeting Room

Arena:

The Living Room

Consumer worldBoss = Person with remote control

Rules = Rules of entertainment

Target = Audience (PRZapping)

Competition = Other programmes

Game = Seek surprise

Success = Bond with the viewer

Maybe the most confusing part of adver-tising is to really know who is boss. It’s tempting to focus only on the client and to make communication that’s a hit in the meeting room. But real good advertising needs to score in the living room. And that’s a different ball game entirely.

In a meeting room, there’s a tendency to act according to business objectives, to obey the written laws of marketing. Because in the end; it’s the person with the wallet who decides whether our commercial sees the light of day. In the boardroom, a lot of energy is put in eliminating surprises.

But take a look at the people at home; they are thrilled by surprises. They love to see the unexpected actually happen. What applies to our brand’s communication in this arena, are the rules of entertainment. Our aim is to get the attention of the audience and in doing so, the toughest competition comes from other programmes and channels. The one who decides whether our commercial will be seen or not, is not the one who holds the wallet. It’s the one who holds the remote control.

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From Meeting Room to Living Room

In 1O Easy Steps

Company Truth

Consumer Truth

Proposition

Idea

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Our job as a communication agency is to build bridges between the meeting room and the living room. Finding out what is true and relevant and smart to tell people, is a meeting room job. It’s the basis of a strategy, funneled into a brand proposition.

To allow that message to cross the bridge, we use ideas. The creative story we tell, unlocks the door to that intimate place. And here the idea is the key.

In this booklet, you’ll find 10 rules of thumb that can help all of us – as agency people and as clients - to up the chances of more hits in the living room.

Because the more smiling faces we get in the living room, the more happy people we’ll have in the meeting room.

Creative projects can’t be improved by research. But the reason we do want to test is mainly because we lack recent information and understanding about our target audience.

~ Need to know more about how

people behave as consumers.

~ Need to know more about how

people behave as an audience.

~ Research finished work.

~ Research in real audience situation.

}{ step

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Chal

lenge

you

r st

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gy

Challenge your

strategyWhen you have a weak

strategy, you’ll want the creative to reassure you.

Be tough on your strategy, and you’ll be much more

confident about the creative work.

step {Do you have a convincing Promise?

Is it true?

Is it competitive?

Is it supported by the whole company?

“

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Big Brains up Front

There is no professional answer to what is good or bad creative work. Advertising expresses where the leaders want to take their Brand.

When the leaders hide, the creative is dumb.

~ Let everybody who will ever have

the right to express an opinion

sit around the table BEFORE the

creative process starts.

~ Their intelligence is necessary

then, or never.

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step}}

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~ Don’t debate over ideas you won’t buy.

~ There is no better argument then not enough, you can do better.

~ If you feel you can improve the writing or art of your agency,

you need another agency.

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/17}It takes only 3 seconds to have an idea.

But you never know when these 3

seconds will happen.

step –Create time

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{ {Ban the Storyboard

~ Express the idea the way normal people would tell each

other after having seen.

~ Let it be written down in one or two sentences, no more.

~ Forbid your agency to show a storyboard.

If you don’t have a real idea, but still have to convince a board of directors, do a story-board. They might buy it.

}

step

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step

The first thing wrong could be the first thing right.

Cut off the wings of a jumbo jet

and you end up with just another bus.

Look for the scary part

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{A director is a storyteller. Spend time

listening to him. The story he tells will be

the story people remember.

If the story he’s telling can’t become

yours, find another director.

stepDirectors are very smart people

with very little time for nonsense.

They’ll be happy to let you do their job.

Never Direct the Director

Nev

er D

irec

t th

e D

irec

tor

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{

step

}

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~ If you can spend € 100.000

~ Go for a € 50.000 script

~ A € 1Mo script produced with € 750.000 will look cheap.

A € 50.000 script produced with € 100.000 will look chique.

Overspend on production

We always dream of grand ideas. When it comes to producing, the budget is suddenly too small.

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step {~ Make admirable work. So good your audience spreads it for you.

~ Don’t give all the answers. Leave room for people to fill in the blanks.

~ Don’t play too easy to get. You’ll look cheap.

Let people feel proud they’ve understood what you just said.

Don’t want, be wanted

“

Unlike most of your employees, people don’t do things ‘because you tell them to’.

If you chew their food for them, they won’t find fun in the eating.

{

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Be receptive In this world of hyper-

communication, people talk back to you. Promote that.

Brands that are really admired are those who listen to

their consumers.

Even before they spoke.

step~ If our ads in mess media get any

attention, audiences will check it

out on the www. It makes no sense

today to advertise on tv if you don’t

offer a gate to interactivity.

~ www is not the thing you let your

assistants do afterwards with some

money left. It’s the first thing. The

main thing.

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{

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From Meeting Room to Living Room in 10 easy steps