From Meeting Room to Living Room in 10 easy steps

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


From Meeting Room To Living Room 6/

Maybe the most confusing part of advertising 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.

Company world Arena:

The Meeting Room

Boss = Man with the check Rules = Rules of marketing Target = Consumer (PRP) Competition = Other companies Game = Eliminate surprise Success = Bond with consumer

Consumer world Arena:

The Living Room

Boss = Person with remote control Rules = Rules of entertainment Target = Audience (PRZapping) Competition = Other programmes Game = Seek surprise Success = Bond with the viewer


From Meeting Room To Living Room 8/

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.

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.

Proposition

From Meeting Room to Living Room Idea

Consumer Truth

In 1O Easy Steps

/9 In 10 Easy Steps

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.

Company Truth


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More research

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~ 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.

In 10 Easy Steps

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.


When 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. Is it true? step

Is it competitive? Is it supported by the whole company?

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/13 In 10 Easy Steps

Do you have a convincing Promise?

Challenge your strategy

From Meeting Room To Living Room 12/

Challenge your strategy


From Meeting Room To Living Room 14/

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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.

Big Brains up Front ~ Let everybody who will ever have the right to express an opinion sit around the table BEFORE the

/15 In 10 Easy Steps

step

creative process starts. ~ Their intelligence is necessary then, or never.

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From Meeting Room To Living Room 16/

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It takes only 3 seconds to have an idea. But you never know when these 3 seconds will happen.

/17 In 10 Easy Steps

Create time

~ 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.


step

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

Ban the Storyboard

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~ 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.

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In 10 Easy Steps

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From Meeting Room To Living Room 20/

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Look for the scary part

The first thing wrong could be the first thing right.

step

Cut off the wings of a jumbo jet /21 In 10 Easy Steps

and you end up with just another bus.


Directors are very smart people

step

with very little time for nonsense. They’ll be happy to let you do their job. A director is a storyteller. Spend time

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listening to him. The story he tells will be If the story he’s telling can’t become yours, find another director.

/23 In 10 Easy Steps

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the story people remember.

Never Direct the Director

From Meeting Room To Living Room 22/

Never Direct the Director —


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

Overspend on production step

/25 In 10 Easy Steps

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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.


From Meeting Room To Living Room

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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.

Don’t want, be wanted

26/

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~ 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.

In 10 Easy Steps

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

step

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From Meeting Room To Living Room 28/

Be receptive In this world of hypercommunication, people talk back to you. Promote that. Brands that are really admired are those who listen to their consumers. Even before they spoke.

step

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.

/29 In 10 Easy Steps

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~ If our ads in mess media get any


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