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Ck sxsw ideas_alive final
This document outlines an agenda for a workshop about keeping ideas alive and avoiding their death. The workshop aims to help participants gain confidence in pursuing new ideas, save future ideas from being lost, and foster conversations between people. The agenda includes introducing participants to their teams, reviewing a checklist of questions to consider for ideas, solving a sample problem together, and presenting and defending their solutions. Participants are given prompts to discuss how their ideas align with business goals, the target audience, and potential issues related to implementation, technology, social media, and more. They are then instructed to quickly come up with an idea and address several aspects of it within 30 minutes using the checklist for guidance.
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- 1. Hello, FOR INTERNAL USEONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2015 Cramer-Krasselt Experienced Marketers #IdeasAlive
- 2. This is aworkshop about the death of ideas… and how to avoid it. 2#IdeasAlive
- 3. KPIs for thisworkshop • % Confidence gained to pursue new ideas • # of future ideas saved • # of conversations between former strangers 3
- 4.
- 5.
- 6. Ideas feel great.They aren’t easy, but they’re immediate. 6
- 7. Like anything immediate,however, the feeling is challenged and the passion fades. 7
- 8. Today we’ll worktogether to build our defenses against inevitable challenges, and keep the passion alive. 8
- 9. Agenda Meet your team Introducethe checklist Solve the problem Present & defend 9#IdeasAlive
- 10. Rule 1: TrustYour Team 10
- 11. Have you thoughtabout…? 11
- 12.
- 13. How does thisalign with our goals & marketing strategy? 13
- 14. Is this onbrand? 14
- 15. Is the audiencein alignment with our target? 15
- 16. Are we leveraginga real insight? 16
- 17. How will wemeasure the return? 17
- 18. How can wetest it to mitigate risk? 18
- 19. …how people willfind out about it? 19 #IdeasAlive
- 20. Where in yourtarget’s life will this idea resonate? 20
- 21. Is there anevent / media outlet / etc. that offers an intersection with that point of resonance? 21
- 22. Is it available?Is it remotely affordable? 22
- 23. Can we produceenough intrigue to get people to look? 23
- 24. How long willpaid support be required? Can it live afterward? Should it? 24
- 25. How will youtest and optimize as the idea progresses? 25
- 26. …how it willwork? 26 #IdeasAlive
- 27. Does your conceptwork in the place it will actually encounter humans? (In mobile, rich media, etc.) 27
- 28. Have you madefunctional, timing, or cost decisions without involving a tech person? 28
- 29. Have you fallenin love with a concept your tech lead hasn’t seen (or doesn’t like) ? 29
- 30. Are you goingto build this in house? If so does your team have the required skill set? 30
- 31. Will you haveto work with a corporate IT department? Do they have the capacity? 31
- 32. …how the internetwill use / talk about / ruin your idea? 32 #IdeasAlive
- 33. Social Media Behaviors Sharing Messaging Posting Following Trolling Reviewing Checking- In Tagging What social behaviorsare most likely to align with your idea? 33
- 34. What social platformsare right for your idea (not the other way around)? 34
- 35. What are your(trackable) social objectives? The fewer the better… 35
- 36. What’s happening inthe world today that might impact perceptions of your idea? 36
- 37. Do you havebudget to amplify social impact? 37
- 38. What will youdo with user generated content? What if no one generates any? 38
- 39. Who will manageit? For how long? 39
- 40. That’s a biglist, and sometimes you need to come up with answers quickly. 40 #IdeasAlive
- 41. …like in thenext 30 minutes. 41 #IdeasAlive
- 42. Suggested work plan Minutes1-10: Come up with an acceptable idea Minutes 11-25: Spend a few minutes developing one or two points for each of the four main areas Minutes 26-30: Tell jokes, make friends, and fight over who will present 42
- 43. Suggested presentation plan Minute0-1: Explain your great idea Minutes 1-4.9: Explain why it’s good for the business, where people will find it, how it will work, and what people will say about it. Easy right? Minutes 4.9-5: Bow and accept our collective awe at a flawless presentation 43
- 44.
- 45. TIME’S UP! Let’sShare 45 #IdeasAlive
- 46.
- 47. Don’t forget totake the survey on your app or on the site! 47 #IdeasAlive
Editor's Notes
- #21 While Sea-Doo typically advertised in boating and outdoors content, he was more tuned into lifestyle, sports and entertainment.
- #22 We discovered he was highly receptive to out of home media (56%) and social media (88%), and also primarily relied on word of mouth and third-party endorsements to make purchase decisions.6 Sea-Doo tended to tiptoe around all of these spaces.
- #24 Knowing the target is active in social media, enlisted a group of social influencers to start telling the story that the Spark is a dream worth realizing. To make content accessible across all social media channels and maximize our reach, we selected influencers across various social platforms, including Facebook, Twitter, Instagram, YouTube and Vine, as well as bloggers. Our final list included YouTube filmmaker Devin Super Tramp, Red Bull KTM Athlete Aaron Colton, Vine star BatDad and bloggers The Gear Junkie, Mocha Dad and Single Dad Laughing. Additionally, because we knew our target was heavily active on Instagram, we also worked with two of the most prominent Instagram photographers—Dirk Dallas and Jay Zombie
- #34 Don’t think about a platform yet, think about what you want them to do first.
- #35 Knowing the target is active in social media, enlisted a group of social influencers to start telling the story that the Spark is a dream worth realizing. We hand selected nine influencers who depicted the colorful, playful and youthful attributes we wanted to portray with the Spark and had audiences comprised of our target. To make content accessible across all social media channels and maximize our reach, we selected influencers across various social platforms, including Facebook, Twitter, Instagram, YouTube and Vine, as well as bloggers. Our final list included YouTube filmmaker Devin Super Tramp, Red Bull KTM Athlete Aaron Colton, Vine star BatDad and bloggers The Gear Junkie, Mocha Dad and Single Dad Laughing. Additionally, because we knew our target was heavily active on Instagram, we also worked with two of the most prominent Instagram photographers—Dirk Dallas and Jay Zombie. To launch the Spark in style, Sea-Doo threw a huge party called Spark Some Fun Miami with deadmau5 and held it the world-famous Fontainebleau Miami Beach. Miami is a vibrant city, pulsating with a water-centric lifestyle that provided us with the perfect stage to make a spectacle. In the weeks leading up to the event, we created buzz on the streets of Miami. We partnered with popular street artists who created Spark-inspired murals. We hired pro riders to wear custom deadmau5 heads while riding Sea-Doo Sparks through Miami’s waterways. We also built a massive sandcastle shaped as the deadmau5 head and plotted it around busy beaches in Miami. We wrapped Fiat 500s with Sparks in tow, and guerilla street teams roamed the city, giving out concert posters, T-shirts and product information while conveying the simplicity of owning the Sea-Doo Spark.