Creative Marketing – Thinkibility Boost

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Classical marketing campaigns are mostly massive in nature, like the Napoleonic Wars. By using brute force and heavenly leaning on resources (people, money, gun power, logistics, management skills) they ty to win. Basically, both parties are in the same game, each trying to use better but more-of-the-same tactics.

An alternative for the not so powerful is to turn to guerrilla warfare. Poor but highly dedicated small teams use asymmetric tactics to surprise and confuse the enemy, thereby using maximal creativity.

But what is creative marketing?

Creative thinking is not doing more-of-the-same


(in the example: applying straight lines), but breaking away from that, for instance by using curved or broken lines.

Thinking patterns
However, it is not easy to break away from standard patterns.
Also, any time we break a standard way of thinking, a behaviour or new idea, bystanders will react with a rejection: this is impossible, it can’t work, it is too costly, complex, difficult or risky. Every time a negative is used, the thinking stops.
Creative marketing is escaping from the standard approaches that are used by big companies. But how to get new ideas?

Normally we think with the speed of light to the first satisfying idea
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By that, we miss interesting alternatives along the way
With a Provocative Operation we break away from mainstream thinking. The Provocative Operation (moving outside the mainstream to the green spot) is a attempt to escape standard thinking in order to arrive at an original idea.

For instance: Apple sells our (paper)notebook together with their notebooks.

We will discuss four creative thinking techniques to escape standard thinking:

  • Taken for Granted
  • The Provocation
  • Use Resources
  • Focus

Taken for Granted

Make a list of taken for granted things of a product, at least 15. That is what is normal, assumed to be, standard, generally accepted or obvious. Then we escape by abandon it or modify it.

It is taken for granted that a restaurant has a venue and that the guests are dressed.

A restaurant does not have a venue. That could lead to the idea to set up a picnic service for romantic people.

Guests are naked. That could lead to the idea of a nudist restaurant.

To get creative marketing ideas about for instance an Eco bottle. What is obvious of a bottle (form, materials, filling, getting it, getting rid of it, etc.). Then modify (remove, amplify, change, combine, etc).

The Provocation

Try to escape negatives by redefining criticism by “this is interesting” and “under what circumstances might this have value”, or “could we create value out of this?”. The aim of the Provocation is to move forward the thinking towards an idea that works.

Sandwiches will make themselves

Senor citizens, refugees and children donate by age for using supporting services.

Use Resources

We tend to solve problems by using known and standard solutions. For instance: for attaching something to the ceiling we automatically think of a ladder. But only after we give ourselves the explicit thinking order to use what is at hand, we come up with alternatives: using tables, making a tower of bodies, using the walls, making a long pole.

This creativity technique is also called: think inside the box, meaning no adding additional resources

Make a list of props (things) and persons in your immediate surroundings. Think up in what ways they could contribute or add value.

Integrated Values

A petrol company wanted to create more brand loyalty. That is not simple, for most drivers petrol is just petrol. One of the company’s resources is the car driver. By getting under the skin of the driver, they discovered that getting a parking place in town is an important value for the customer. So they set up a cooperation with parking garages. For the drivers, the petrol company and the parking garage a win-win situation. Together they delivered an integrated value.

Could we design integrated values for the customers of a fruit selling shop?

Focus

Defining the thinking task before beginning an idea generation session is one of the most neglected stages.

Most starting questions are far too broad defined. For instance. In What Ways Might We (IWWMW) get more clients.

However, it is more helpful to break it down into smaller topics, as “IWWMW add more value to our product”,“IWWMW get more clients with help of our existing clients”, “IWWMW use other product to sell ours. Redefine at least 15 IWWMW’s in order to escape from the obvious ones and get a really creative challenge.

Avoid formulating IWWMW’s becoming too small. In that case, the IWWMW will just be a concrete solution and will not give you any direction for further searching new ideas.

Then make the challenge less boring and sexier. That is: make them more imaginative, outreaching, challenging, interesting. For instance: sex up “IWWMW get more clients by using our existing clients”.“Our clients collect so much organic waste that we have to export it”.

Then add a constraint: people, money, time, channels.

Finally construct a propelling question, a question that drives forward the effort for creative thinking by using a bold ambition and a significant restriction. For instance: “let’s get 50 more clients by firing all account managers”.

Again, the technique of the creative focus is to force oneself outside common thinking. The technique on the focus can be applied to all of the four of the marketing mix:

  • functionality, packing and service of the Product
  • policies about paying and Price
  • sales, advertisements, Publicity
  • and Promotion logistics, storage, inventory and selling channels

Creative Marketing is all about standing out of your competitors, being perceived as a Blue Fish, at no costs.

fish

See also:

 

Sub-boxing Everywhere

In all highly developed civilizations, we see a trend to more:

  • segmentation: division into segments
  • specialization: made or used for one particular purpose, job, place, etc.
  • differentiation: development from the one to the many, the simple to the complex, or the homogeneous to the heterogeneous
  • classification: a category into which something is put

You could say that products, jobs, scientific disciplines, processes, phenomena, etc are continually divided up into smaller parts or “conceptual boxes”. The consequence is that such societies become more complex: finding the right “box” and making choices are becoming increasingly laborous and burdensome.

Segmentation is one of the eight trends in TRIZ that predicts the future development of a system that could happen. Below some examples:

Sub-specialties of cardiology are developed along electrical properties of the heart, the use of ultrasound, catheters, and nuclear medicine.

In economics and marketing, product differentiation (or simply differentiation) is the process of distinguishing a product or service from others, to make it more attractive to a particular target market.

Some hundred years ago sport shoes were invented as an alternative of the rather rigid all-day-shoe of leather. Nowadays for nearly any sport there is a specialized shoe available, specifically designed for that sport.

Sometimes the further segmentation reaches to the point of absurdity:

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Market segmentation is a marketing strategy which involves dividing a broad target market into subsets.

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Segmentation has been one of the strongest strategies in marketing as it is traditionally practiced. If you enter a new category, you attempt to create a product that is distinct from those already there, by carving out a niche. However, segmentation is a more-of-the-same strategy and could be easily counterproductive because it is based on the existing products and markets. Instead of fighting over an ever decreasing fragment of a market, by transforming a product enough to make it suitable to satisfy new or different needs, it is possible to create a new market. It is called lateral marketing.

The Diagnostic and Statistical Manual of Mental Disorders (DSM) offers a common language and standard criteria for the classification of mental disorders.The DSM-I, from 1952, listed 106; the DSM-III, from 1980, listed 265, and the current DSM-IV has 297 mental disorders. It means that over 5o% of all Americans will have a diagnosable mental illness in their lifetimes. It seems that “b0xing”and “sub-boxing” provoke their own dynamics, as explained in this interesting article: Abnormal is the New Normal by Robin S. Rosenberg

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Brands – Thinkibility Nibble

It’s amazing how many people let themselves voluntarily be used as advertising boards by clothing manufacturers, yet at the same time, this is a  brilliantly designed ad campaign by  manufacturers.

The customers are not paid for showing the companies logo, they pay even more to be able to wear what is called “designer clothing”.

Amazing too is that so many people choose for their personal branding a logo that millions of other people also use for their personal branding:  the practice of people marketing themselves and their careers as brands. Or better said: people identify themselves with qualities of something outside themselves, projecting to others “Who Am I?”

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That is amazing because many scientists pose that in Western cultures the self-concept place particular importance on independence and the expression of one’s own attributes (i.e. the self is more important than the group). It is even more surprising considering the deeds and misdeeds of Nike, The Gap, McDonald’s, Shell, and Microsoft – and of their lawyers, contractors, and advertising agencies.

Perhaps we should design social interventions: an orchestrated attempt to get someone to seek professional help with an addiction or some kind of traumatic event or crisis, or other serious problem.

Perhaps when we mingle in a social event, we could wear clothes inside out, as a statement:

Another possibility is to have no logo at all, or a “no logo”:

Perhaps you could design your own logo that expresses

  • The view you have of yourself (Self image: your answer to the question “What do you believe people think about you?”)
  • How much value you place on yourself (Self esteem or self-worth:  your beliefs about oneself like “I am competent”, “I am worthy”)
  • What you wish you were really like (Ideal self: a sense of self, based on spontaneous authentic experience, and a feeling of being alive, having a “real self”.)

Or to design anti-logos:

Another possibility: a logo that communicates your mood:

Or a logo that conveys a political view:

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LEGO Rich!

“Are you LEGO rich? Do you have an idea for a LEGO set? And are you a Creative consumer?”

Yes, adults play with LEGO too and there are over 250.000 registered members of LEGO User Groups throughout the world. LEGO, one of the most creative brands in the world, is using its fan community to develop ideas. The company has over 10 million Facebook fans.

Watch this wonderful inspiring TED talk about the dark ages of LEGO and how to be LEGO rich and spending time playing and learning.

Traditionally companies have looked for ideas within the company but this approach is changing. Today, consumers are encouraged by some companies to be engaged and involved in the development of products. Companies such as LEGO has recognized the power and creative ideas of its fan base. Instead of passive consumers, creative and engaged consumers’ ideas are used and valued.

Several changes have lead to this approach, among them the easier access to the market and people. This means that perception of a distant consumer has changed and it makes sense to use and develop consumers’ ideas. Consumers have after all insight into their own needs and desires. However, it is important to note that consumers are not always right and often there is a need to develop their ideas and suggestions.

The LEGO user groups are not owned by the LEGO group instead they are groups that exist both online  and offline that are run and owned by the users themselves. Thus, the communities are self-organized and self-owned.

The LEGO group uses a platform where users can upload their ideas and other users help to select interesting ideas. The company they co-creates products and an user’s idea may become part of the LEGO product assortment. The person entering an idea gets compensation if the original idea is commercialised.

It starts with an “idea”—a spark of inspiration.

LEGO Ideas accepts your ideas for new LEGO sets in the form of a “project.” A project includes photos of a LEGO model you create as well as a written description that becomes your proposal for a potential LEGO product.”

Can you use a similar approach in your company? Or can you sell this idea to a company?

Here is a link to a success story and some pictures of the product. You may also like the blog post about Creativity the LEGO-way.

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