BrightonSEO _ Ideation_ How to go beyond the first idea.pdf
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Katy Powell, PR Director at Bottled Imagination talks about ideation in PR and how to go beyond the first idea
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BrightonSEO _ Ideation_ How to go beyond the first idea.pdf
- 1. Ideation: How to go beyond the first idea Katy Powell BOTTLED IMAGINATION Speakerdeck.com/katyvpow @katyvpowell
- 2. “WE NEED SOME NEW IDEAS BY TOMORROW” BrightonSEO Ideation: Thinking beyond the first idea
- 3. BrightonSEO Ideation: Thinking beyond the first idea
- 4. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA IS REALLY HARD BrightonSEO Ideation: Thinking beyond the first idea
- 5. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA ON DEMAND IS BASICALLY IMPOSSIBLE BrightonSEO Ideation: Thinking beyond the first idea
- 6. BrightonSEO Ideation: Thinking beyond the first idea KATY POWELL PR DIRECTOR + CO-FOUNDER
- 7. WE’VE HUNG OUR HAT BEING CREATIVE BrightonSEO Ideation: Thinking beyond the first idea
- 8. THIS MEANS WE’VE GOT TO GET OUR IDEAS RIGHT FIRST TIME BrightonSEO Ideation: Thinking beyond the first idea
- 9. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea
- 10. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea
- 11. THE SITUATION IN PR WORLD BrightonSEO Ideation: Thinking beyond the first idea
- 12. CREATIVITY IS BEING STIFLED LEFT, RIGHT AND CENTRE BrightonSEO Ideation: Thinking beyond the first idea
- 13. BrightonSEO Ideation: Thinking beyond the first idea KPIs MORE COMPETITION HARDER CUT THROUGH INTERNAL PRESSURES WHY?
- 14. I’M A PR I’M GOING TO REVEAL SOME SHOCKING STATS BrightonSEO Ideation: Thinking beyond the first idea
- 15. 2 HOURS 52% spend less than 2 hours on campaign ideation BrightonSEO Ideation: Thinking beyond the first idea
- 16. 70% of PRs feel they don’t have enough time for ideation BrightonSEO Ideation: Thinking beyond the first idea
- 17. MORE THAN HALF of PRs don’t have enough support or training with ideation BrightonSEO Ideation: Thinking beyond the first idea
- 18. 70% spend more time on campaign execution over ideation and strategy BrightonSEO Ideation: Thinking beyond the first idea
- 19. BrightonSEO Ideation: Thinking beyond the first idea SOLO IDEA GEN BRAINSTORMS
- 20. MORE THAN HALF of PRs are in brainstorms they don’t work best in BrightonSEO Ideation: Thinking beyond the first idea
- 21. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea Remember this…
- 22. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea Remember this…
- 23. WHO SHOULD BE INVOLVED IN IDEATION CAMPAIGN OWNER Decides on the best idea and protects it throughout VOICE OF THE CLIENT/BRAND Know what the client/brand likes and their priority A CREATIVE Decides on the best format EXPERT ON THE TOPIC Knows what the audience likes BrightonSEO Ideation: Thinking beyond the first idea
- 24. IDEATION SHOULD BE ONGOING BrightonSEO Ideation: Thinking beyond the first idea
- 25. Internal BrightonSEO Ideation: Thinking beyond the first idea IDEATION MORE KNOWLEDGE EXECUTION
- 26. CARVE OUT ‘DISTRACTION FREE’ TIME BrightonSEO Ideation: Thinking beyond the first idea
- 27. AVOID PERFECTION PARALYSIS BrightonSEO Ideation: Thinking beyond the first idea
- 28. THINK IDEA THEN FORMAT BrightonSEO Ideation: Thinking beyond the first idea
- 29. BUDGET SHOULDN’T LIMIT CREATIVITY BrightonSEO Ideation: Thinking beyond the first idea
- 30. LET’S TALK HOW BrightonSEO Ideation: Thinking beyond the first idea
- 31. SPEND TIME ON RESEARCH 1. Common themes + theme analysis 2. Target publications 3. Audience that you’re talking to BrightonSEO Ideation: Thinking beyond the first idea
- 32. THEME ANALYSIS BrightonSEO Ideation: Thinking beyond the first idea
- 33. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea
- 34. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X The dream for you and your client/brand but pretty impossible to be unique.
- 35. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X A more realistic expectation of where you want your ideas to be.
- 36. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X Not a dealbreaker, just a challenge.
- 37. YOU’RE A TRAVEL BRAND LOOKING TO DO SOME PR BrightonSEO Ideation: Thinking beyond the first idea
- 38. BrightonSEO Ideation: Thinking beyond the first idea START ANALYSING THEMES
- 39. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea Best beaches Honeymoon destinations Holiday disasters Holiday outfits Travel tips TikTok travel hacks Skincare on holiday
- 40. WOAH, WE DON’T WANT OFF-BRAND CAMPAIGNS DO WE? BrightonSEO Ideation: Thinking beyond the first idea
- 41. THINK ONE OR TWO STEPS REMOVED BrightonSEO Ideation: Thinking beyond the first idea
- 42. BrightonSEO Ideation: Thinking beyond the first idea INSTEAD OF ‘HOW TO USE PROTEIN POWDER’
- 43. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE ‘TIKTOK NUTRITIONISTS: FACT OR FICTION?’
- 44. BrightonSEO Ideation: Thinking beyond the first idea INSTEAD OF THE BEST PC FOR GAMING
- 45. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE THE MOST RE-CREATED RECIPE FROM THE SIMS
- 46. WHAT DOES YOUR TARGET PUBLICATION COVER? BrightonSEO Ideation: Thinking beyond the first idea
- 47. BrightonSEO Ideation: Thinking beyond the first idea 👈 👉 PROTEIN NUTRITION DIET WELLBEING
- 48. BrightonSEO Ideation: Thinking beyond the first idea PUBLICATION FIRST 👉
- 49. BrightonSEO Ideation: Thinking beyond the first idea TOPIC FIRST 👉 “NUTRITION”
- 50. THE AUDIENCE YOU’RE REALLY TALKING TO BrightonSEO Ideation: Thinking beyond the first idea
- 51. PR CAMPAIGNS ARE GOING TO BE CONSUMED BY YOUR BRAND’S AUDIENCE THEY MIGHT NOT BE *THAT* EXCITED ABOUT YOUR CORE PRODUCT OR OFFERING BrightonSEO Ideation: Thinking beyond the first idea
- 52. LET’S SAY YOUR BRAND IS IN A NICHE WITH A PASSIONATE AUDIENCE BrightonSEO Ideation: Thinking beyond the first idea
- 53. YOU’RE A TRAVEL BRAND, IS YOUR AUDIENCE REALLY PASSIONATE ABOUT THE AEROPLANE ITSELF? BrightonSEO Ideation: Thinking beyond the first idea
- 54. BrightonSEO Ideation: Thinking beyond the first idea NOT DESTINATIONS THE INNER WORKINGS OF AN AEROPLANE
- 55. Introducing… THE OBVIOUS VS. THE IMAGINATIVE BrightonSEO Ideation: Thinking beyond the first idea
- 56. THE OBVIOUS: The Simpsons The World Cup Superheroes BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE: Duff Beer Retro Kits Marvel vs DC 👉 👉 👉
- 57. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS THE SIMPSONS CHARACTERS
- 58. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE DUFF BEER
- 59. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS WORLD CUP KIT COLOURS
- 60. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE RETRO KITS
- 61. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS CONSOLES
- 62. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE GAMES REMASTERED
- 63. SOCIAL IS A GOLDMINE FOR THIS BrightonSEO Ideation: Thinking beyond the first idea
- 64. BrightonSEO Ideation: Thinking beyond the first idea
- 65. BrightonSEO Ideation: Thinking beyond the first idea
- 66. BrightonSEO Ideation: Thinking beyond the first idea YOU CAN MAKE CAMPAIGN OUT OF A COMMENTS SECTION
- 67. DO YOU WANT AN EXAMPLE OF WHAT I MEAN? BrightonSEO Ideation: Thinking beyond the first idea
- 68. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS GAMBLE RESPONSIBLY MESSAGE
- 69. Public BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE JORDAN REECE
- 70. BrightonSEO Ideation: Thinking beyond the first idea JORDAN REECE IS ONE OF THE MOST PROLIFIC ENGLISH STRIKERS IN THE GAME ALL THE INFLUENCERS ARE TALKING ABOUT HIS 10/1 CHANCE OF MAKING THE ENGLAND TEAM FOR QATAR
- 71. BrightonSEO Ideation: Thinking beyond the first idea ALL THE FANS WANT THEIR SAY ON THE FUTURE ENGLAND PLAYER
- 72. BrightonSEO Ideation: Thinking beyond the first idea SO MUCH SO THAT THEY ARE CLICKING THROUGH TO THE PAGE TO PLACE A BET
- 73. THE THING IS, HE ISN’T REAL, WE MADE HIM UP
- 74. BrightonSEO Ideation: Thinking beyond the first idea WE HIRED A MODEL, WE BOUGHT A KIT, WE DID A PHOTOSHOOT
- 75. BrightonSEO Ideation: Thinking beyond the first idea WE THEN USED THE TRAFFIC TO THE SITE AS THE PR HOOK
- 76. BrightonSEO Ideation: Thinking beyond the first idea 1M Reach on social 5K Pageviews MOST GAMBLING CAMPAIGNS ARE THE SAME, THEY JUST TELL YOU TO GAMBLE SAFETY INSTEAD WE CREATED JORDAN REECE
- 77. WHAT ABOUT FOR A B2B BRAND? BrightonSEO Ideation: Thinking beyond the first idea
- 78. BrightonSEO Ideation: Thinking beyond the first idea IT’S BEEN LITERALLY IMPOSSIBLE TO AVOID TALKING ABOUT AI, WHATEVER THE SECTOR
- 79. BrightonSEO Ideation: Thinking beyond the first idea WE COULD’VE DONE A CAMPAIGN WHERE WE USED AI TO WRITE A BLOG, OR GOT MIDJOURNEY TO MOCK SOMETHING UP… …BUT THAT’S THE OBVIOUS
- 80. MEET AIMEE BrightonSEO Ideation: Thinking beyond the first idea
- 81. AIMEE WAS OUR NEW DIGITAL MARKETING MANAGER FOR A WEEK… BrightonSEO Ideation: Thinking beyond the first idea
- 82. WE INTERVIEWED BOTH CHATGPT AND BARD FOR A ROLE AT BOTTLED IMAGINATION BrightonSEO Ideation: Thinking beyond the first idea
- 83. SOME THINGS SHE WAS GREAT AT, OTHERS NOT SO MUCH BrightonSEO Ideation: Thinking beyond the first idea
- 84. SHE DIDN’T THINK BEYOND THE FIRST IDEA BrightonSEO Ideation: Thinking beyond the first idea
- 85. SHE EVEN RECKONED SHE WAS COMING TO WORK DRINKS BrightonSEO Ideation: Thinking beyond the first idea
- 86. UNFORTUNATELY IT DIDN’T WORK OUT BrightonSEO Ideation: Thinking beyond the first idea
- 87. WE’VE JUST PITCHED THE EXPERIMENT TO PRESS BrightonSEO Ideation: Thinking beyond the first idea
- 88. REACTIVE? SAME RULES APPLY BrightonSEO Ideation: Thinking beyond the first idea
- 89. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS BLACK PANTHER 2 WAS THE MOST POPULAR MOVIE RELEASE OF THE YEAR
- 90. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE 1000 PEOPLE WANT A FLIGHT TO WAKANDA
- 91. BrightonSEO Ideation: Thinking beyond the first idea NO, SERIOUSLY
- 92. SO, MY KEY TAKEAWAYS? BrightonSEO Ideation: Thinking beyond the first idea
- 93. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell PROTECT YOUR THINKING TIME
- 94. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell DON’T STOP AT THE FIRST IDEA
- 95. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell USE YOUR IMAGINATION
- 96. BrightonSEO Ideation: Thinking beyond the first idea KATY POWELL THANK YOU @katyvpowell