1 Creative Strategies for Effective Communication C S E C

2 Content Event Messages Strategies to find the Idea They believe in “Change” Creative Concept

3 Creative Concept Event Concept & Executions Event Strategies Marketing Strategies

4 Event Objective Creative Concept - Brand Introduction - Brand Awareness - Inform, Argue, Claim - Brand Association - Brand Preference - Induce trial - Brand Curiosity - top of mindness - Brand Image - Brand Personality - Brand Loyalty - Change Attitude

5 Event Objective Creative Concept Event Objective ที่ดีควรจะต้อง - เป็น Communication Objective เท่านั้น - สอดคล้องกับ Marketing Objective - มีน้อยข้อที่สุดเท่าที่จะน้อยได้

6 Event Message - What’s a Target Audience? - What’s a Target Need? - What do we try to deliver?

7 Event Message Target Audience - How to find it? Segmentation ประชากรทั้งหมด คนที่มีความต้องการ ผลิตภัณฑ์ คนที่มีลักษณะจะ สามารถซื้อได้ คนที่ได้สามารถรับสื่อ ที่ใช้ได้ คนที่เป็น Target Audience

8 Message Deliver - Selling Point - Promise, Key message, Differentiation Proposition - End benefit - Unique selling point - Brand image Event Message - Positioning

9 Execution idea i to find the dea 1. Product Characteristics - name - appearance / texture - performance in use - availability (or rarity) - refillable - how it is made - country of origin - ingredient - packaging

10 Execution idea to find the dea 2. Product Heritage - established in … - old-fashioned quality - founders of the firm - ad, mascot, color i

11 Execution idea to find the dea 3. Ways of using the Product - to share - to give - to treat yourself i

12 Execution idea to find the dea 4. Price Characteristics - better value because it lasts longer - money-off offer - it’s cheaper - it’s more expensive i

13 Execution idea to find the dea 5. User Characteristics - celebrities use it - experts use it - the no.1 brand (most people use it) - exclusive (only a select few use it) i

14 Execution idea to find the dea 6. Satisfying psychological / Physiological needs - thirst, hungry, sex - social status - self-confidence - being a good mom, wife, husband i

15 Execution idea to find the dea 7. Image Characteristics - high quality - good value - friendly - contemporary - etc. i

16 Execution Idea ที่ดีควรจะต้อง - เป็นข้อเสนอที่มีแต่เพียงผู้ เดียว, ดีกว่า หรือไม่มีมาก่อน - เป็นข้อเสนอที่กลุ่มเป้าหมาย ต้องการ - เป็นข้อเสนอที่ Single-minded - เป็นข้อเสนอที่สร้าง inspiring Execution idea

17 - talking head, pitchman - presenter - character [cartoon, mascot, animal] - product approach - user approach - others [musical, vignettes, drama] - etc. Execution idea Execution Style

18 product approach Execution idea Execution Style - demonstration - torture test - symbol - metaphor - surprising fact - comparison

19 user approach Execution idea Execution Style - testimonials [celebrities, expert, most prople, selected few] - problem-solution - slice of life - disadvantage of non-user

20 how to recognize BIG idea Execution idea Execution Style David Ogilvy : ask yourself 5 questions - Did it make me gasp when I first saw it? - Do I wish I had thought of it myself? - Is it unique? - Does it fit the strategy to perfection? - Could it make the word of mouth?

21 Do you believe in “CHANGE” ?

22 Thinking of “creative company” Client VS Creative

23 Thinking of “creative company” Client VS Creative

24 What they all have in common! They don’t want to be the same Client VS Creative They believe that one product cannot last forever They believe in “CHANGE” They do the continuous product development

25 Product Lifecycle 1 Introduction 2 Growth 3 Maturity 4 Decline

26 How can we make the creativity for product!!! Good marketing starts with good products customer solution New value proposition

27 Buying COSMETICS

28 Beauty, remedy, protection, prevention, etc.

29 Beauty Advisor

30 My dream…Princess

31 Thanksyou