Persuasive campaigns come from two steps of the Creative Resources Process, the Ideas Step followed by the Development Step. Ultimately, a persuasive campaign has three ingredients: A name or a title to give the campaign a sense of cohesiveness, a variety of communication tools and creative messaging to persuade the target consumer.
It is very common for the top idea chosen at the conclusion of the Ideas Step to have a communication tool and a little bit of messaging, but not a name for the campaign.
Development gets a jumpstart when the facilitator begins by engaging the resource group in naming the campaign. Making a quick list of names and asking the client to choose one gives the participants a starting point for messaging and creates a clear path for choosing campaign elements.
To jumpstart your next Development session, give this technique a try.
- Distribute the marketing objective and top idea prior to your session and ask the participants to think about potential names.
- Post the marketing objective and the top idea for the resource group.
- Engage participants in making a list of potential names for the campaign using questions detours to make the list longer. For example:
- Think about the target. What kinds of names might be memorable for that person?
- Think about the features of the product or service. How might they impact the campaign name?
- Think about the client's brand. How might the name complement or support the brand?
- Ask the client to choose the name they like best for the campaign.
Now you're ready for a robust and exciting Development session where the resource group will add communication tools, persuasive messaging and a timeline that will make the campaign a reality!
Contact Coach K for more help with the Development Step.