There's no question. Spec spots sell. For those of us who create them, they're our babies. For account executives, they're a key asset in their proposal.
Even with the best spec spot, a closed deal is not guaranteed. Various reasons come in to play. The unsold specs get archived in a bank of ideas for future use with someone else. Or they just live in a folder as widows and orphans.
These days, it's become a numbers game. The strategy is to saturate the market with as many specs as possible. The higher the distribution number, the higher the number of closings. That's basic logic.
It would seem there is no other formula for a higher closing ratio.
However, past experience has shown several of your in-house content creators that spec spots that close are not happenstance. They were designed to succeed.
Whether it's branding, brand reinforcement, or x amount of leads in a specific time frame, there is a clear path towards the client's objective. If it were a house, that is it's foundation.
But it isn't just logic or the science behind messaging.
Every structure must have a foundation. But it must also have curb appeal.
It's all about emotion.
That's the part where account executives can have the greatest influence on the production. The Creative Production Request Form was designed to find emotion and not just data. What does this campaign feel like. As we've learned, raw data does not sell. Emotions do.
We don't want our emotions overriding our logic. We're aiming to have them in sync.
Design Thinking
Let's look at the graphic at the top of the page. It's a mobius. That's also the mathematical symbol for infinity ( i .) By orthodox definition, i has no beginning or end. In how this applies to us, we're going to give this mobius a starting point; the upper right hand corner, Ideate: Generate your ideas.
This is the fun part. It's where you can play. Think of what ideas you have. Don't restrict yourself. Don't be afraid to be messy. Just come up with as many ideas as you can think of. Find the ones that feel best. Once you've done that, narrow down your list.
We're going to apply what feels best to our new client Gearco Transmission. They're new to the market. They need to be branded. You've done some research and found that not many transmission services have run campaigns of late. Even though transmission service is not gender specific, women have greater influence on automotive purchases than ever before. So, this would be an opportune time for Gearco to attain top-of-mind-awareness with this all-important target.
Gearco Transmission: Your Smooth Drive Every Time People
Go With Gearco
For Those on The Go, It's Gearco
Gearco is in the know for people on the go.
Placing your mind in that of your target, which of those feels best to you?
When we look at our idea sheet, lets move to define.
Define the brand by how it should be perceived by the target. This can be done collaboratively through brainstorming with coworkers, and especially by your Creative Services Team.
Now we proceed to the upper left, empathize. The account executive already has empathy for the client and their needs. In helping design an effective message, the empathy should be centered around the target -the people we wish to reach.
-What motivates the target?
I don't want car troubles. They make me late to work.
-What is their perception of the brand?
They're new. I've never heard of them. But, I think I'll try these guys. They will help me.
-What do we want the target to feel?
I can take comfort in knowing Gearco Transmission can fix any transmission issue especially since I don't know a thing about them.
Next comes Test: Refining the Product. This is where the script comes in. It's tested to see if our emotive criteria is met. That's why script approval is important. How does this message feel? If something doesn't feel right, then go back and revise.
It's okay if you think planetary gears are a part of the solar system. It's perfectly alright if clutching only applies to your purse. At Gearco Transmission, that's our job to know these things. You won't get overwhelmed by a lot of techy talk. We can explain everything in simple terms. Let us handle the torque converter., brake bands, and the slator. And we get it done within budget. That way you don't have to clutch your purse. Gearco is in the know for people on the go.
Prototype. This is the actual spec spot production. When listening, see if what you felt when reading the script is in sync with what you feel when listening to the production. Does it have the right voice that helps convey the message, and not override it? Does the musical underscore or sound effects help reinforce the message? Or do they distract? Again, put your focus on the minds of your target. Be them. Feel them. The empathy should be from their perception, not ours.
This is all about how things make people feel. Memory isn't just raw data. Recollections come with emotions. And good branding is tied to an emotion, hopefully a pleasant one.
If you need any help on generating ideas, brainstorming, or having a consultation with your client, I'm always here for you.
Sincerely
Mike-The Reel Architect.
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