Monthly Archives: December 2010

Advertising Creativity: Generating Creative Ideas

The Internet Show About Small Business Marketing

Advertising Creativity Podcast

Podcast Episode #71 Creativity in Advertising


Don’t you hate trying to come up with ideas for your advertising? The stumbling point is creativity. You know you should do something different so your ad doesn’t look like every other ad out there. Most people don’t think they are creative, so how do you generate creative advertisements?

In this episode of Power to the Small Business, we turn to Tom Altstiel for our creative answers. Alstiel is creative director and parter at Prom Krog Altstiel in Milwauke and he joins host Jay Ehret to discuss creativity in advertising. Altsteil is also co-author of the book: Advertising Creative: Strategy, Copy, and Design. Altstiel and Ehret discuss what real creativity is and how you can create creative advertising.

Guest: Tom Altstiel – Creative Director and Author, Milwaukee
Host: Jay Ehret – The Marketing Spot, Waco, Texas
Length: 27 minutes

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ADVERTISING CREATIVITY SHOW NOTES

Creativity Definition: Presenting ideas in a way that most people don’t expect.

  • People must be able to relate to your idea
  • It is memorable

What is real Creativity in advertising?

  1. Unexpected – Presenting the familiar in a new and different way
  2. Relevant – Resonate with your intended target audience
  3. Strategic – Must be able to extend the idea into a campaign, and more than a one-time use

Benefits of creativity

  1. Builds your brand
  2. Creates long-term awareness
  3. Extends your marketing budget

 

 

SELECTED QUOTES FROM TOM ALTSTIEL

“You need to present ideas in a fresh way so that they’ll be more memorable. And the benefit of that is you’re able to spend less to get your message out.”

“Ultimately, the market decides if it’s good creative. If it gets attention, if it resonates with the target, if it motivates someone to take action, then it’s a great idea.”

“Humor…gets people to like your brand. It doesn’t necessarily get them to buy something. And if the objective is just brand recognition, I think humor is an excellent choice.””

SHOW LINKS

Tom Altstiel’s Agency: PKA Marketing
Buy Tom’s Book: Advertising Creative: Strategy, Copy, and Design
Premium Webinar: The Complete Guide to Facebook for Business
Free Advertising Webinar: Straddling The Fence

You may also be interested in reading: If you’ve ever said, “I’m not creative,” this is for you.

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Consumerology: How Customers Make Purchase Decisions

The Internet Show About Small Business Marketing

Consumerology by Philip Graves

Podcast Episode #70 Consumerology: How Customers Make Purchase Decisions


Consumers don’t make buying decisions the way we think they do. In fact, consumers don’t make decisions they way they think they do. The culprit is the subconscious mind. While customers think and rationalize with their conscious mind, at the point of purchase it’s the subconscious that often takes over to make the decision. What’s a business to do?

In this episode of Power to the Small Business, consumer behavior consultant Philip Graves joins host Jay Ehret to discuss the psychology of shopping and how consumers make purchase decisions. Graves is author of the book: Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping. Graves and Ehret discuss the role of the conscious and subconscious mind in making purchase decisions. Take a listen and gain insights into how you can help the customer make a decision to buy from your business.

Guest: Philip Graves – Author and Consumer Behavior Consultant, Cambridge, England
Host: Jay Ehret – The Marketing Spot, Waco, Texas
Length: 27 minutes

Email subscribers and feed readers – If you don’t see the player, click here to listen to Power to the Small Business

You can also download the mp3 file here: Power to the Small Business #70 (for personal use only)

iTunes

SELECTED QUOTES FROM PHILIP GRAVES

On how customers evaluate their purchase decisions:

“We ourselves are not always aware of the mental processes that we have been through, that have resulted in us taking a particular action….Consumers end up not being very good witnesses to their own behavior.”

On customers not making a decision:

“When people have more choice, and when they’re aware that there’s more choice, they tend to feel less good about what they’ve chosen.”

“They’ll justify that to themselves as ‘Oh, I didn’t want to buy it today, or I couldn’t really get the one I wanted.’ But the reality is that you just haven’t given them an environment in which they feel they can make a choice.”

On helping consumers make a purchase decision:

“Stop thinking about them as conscious, rational creatures, and start to understand those unconscious mechanisms that are driving a large proportion of what they do.”

On consumer research:

“When you go to ask questions, whilst it’s a well-intentioned exercise, the part of the brain that people are responding with is not the part, very often, that is making the decisions on which purchases are made.”

Links:
Philip Graves Website
Buy the Book: Consumerology
The Marketing Spot Website

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