Idea Crucial, Media No Obstacle
As the title say's, the idea is king. With a strong central idea anything is possible. There's much talk of digital, integrated, above, through and below-the-line communications. They each do what they say they do, but ideas need to match and solve client's problems in a more targeted way. The public have become so savvy to the mass of messaging that they encounter each day, they've switched off as they've become 'Ad-Blind'.
People want to connect, they want to see and experience things that haven't seen or experienced before...
Let's take the recession, it's topical, we're all feeling the pitch but no-one's creating any ideas to pick people up and make them feel good. Everywhere you look, it's doom and gloom.
IDEA: Supermarket Street Parties- Get supermarket chains to host Street Parties in rundown areas. Families on low incomes would welcome the event, new shoppers would result from the celebration, news coverage would add to the message of goodwill. The normal shopper would feel good that their local supermarket is giving something back to the community.
These kind of ideas are what businesses need to start investing in. OK, it's fine for the million pound profit makers to do these sort of things but it can also be scaled down to the smaller business too. Every idea stems from the problem at hand. Once the problem is pinpointed ideas can begin to be drafted.
As you can see, from the big idea the other communication factors come into play. The need for a print campaign, a website launch, a registered database of customers... All of these things are essential to the success of the business who is funding the idea.
These ideas don’t happen over night, they take time and energy to come to fruition. But the process to arrive at these bigger thoughts simply needs a willing client to think about the problems they are facing, and to understand that consumers are far more intelligent than ever before. They don’t just buy, they buy into a brand and what that brand offers them!
Ideas make businesses, and vice versa. We as consumers buy into businesses that serve our needs. We stay true to these companies when our needs appear to be well looked after and listened to. We like feeling like we’re being treated personally.
Businesses are lead to think that their problems can be solved with flashy looking communication content that appears to be cool and creative. In some cases this has previously helped, but the one bedrock that always rings true in communicating is the use of a well targeted idea to an open and receptive audience. Give them what they want, when they really need it and you’ll have the success you’re looking for.
The idea of "Idea Crucial, Media No Obstacle" may appear too advanced or grandiose for some people, whereas the opposite is true. Tailor-making an idea to fit a clients problem using the best possible media to drive home that idea will always succeed over a more conventional approach.
For further information, please contact: Craig Lovelidge