From Meeting Room to Living Room in 10 easy steps by Guillaume Van der Stighelen

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From Meeting Room to Living Room. In 1O Easy Steps.

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Maybe the most confusing part of advertising is to really know who is boss. It’s tempting to focus only on the client and to make communication that’s a hit in the meeting room. But real good advertising needs to score in the living room. And that’s a different ball game entirely. In a meeting room, there’s a tendency to act according to business objectives, to obey the written laws of marketing. Because in the end; it’s the person with the wallet who decides whether our commercial sees the light of day. In the boardroom, a lot of energy is put in eliminating surprises. But take a look at the people at home; they are thrilled by surprises. They love to see the unexpected actually happen. What applies to our brand’s communication in this arena, are the rules of entertainment. Our aim is to get the attention of the audience and in doing so, the toughest competition comes from other programmes and channels. The one who decides whether our commercial will be seen or not, is not the one who holds the wallet. It’s the one who holds the remote control.

Company world Arena:

The Meeting Room

Boss = Man with the check Rules = Rules of marketing Target = Consumer (PRP) Competition = Other companies Game = Eliminate surprise Success = Bond with consumer

Consumer world Arena:

The Living Room

Boss = Person with remote control Rules = Rules of entertainment Target = Audience (PRZapping) Competition = Other programmes Game = Seek surprise Success = Bond with the viewer

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Our job as a communication agency is to build bridges between the meeting room and the living room. Finding out what is true and relevant and smart to tell people, is a meeting room job. It’s the basis of a strategy, funneled into a brand proposition.

In this booklet, you’ll ﬁnd 10 rules of thumb that can help all of us – as agency people and as clients - to up the chances of more hits in the living room. Because the more smiling faces we get in the living room, the more happy people we’ll have in the meeting room.

Proposition

From Meeting Room to Living Room Idea

Consumer Truth

In 1O Easy Steps

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To allow that message to cross the bridge, we use ideas. The creative story we tell, unlocks the door to that intimate place. And here the idea is the key.

Company Truth

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More research

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~ Need to know more about how people behave as consumers. ~ Need to know more about how people behave as an audience. ~ Research finished work. ~ Research in real audience situation.

In 10 Easy Steps

Creative projects canâ&#x20AC;&#x2122;t be improved by research. But the reason we do want to test is mainly because we lack recent information and understanding about our target audience.

When you have a weak strategy, you’ll want the creative to reassure you. Be tough on your strategy, and you’ll be much more conﬁdent about the creative work. Is it true? step

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Is it competitive? Is it supported by the whole company?

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Do you have a convincing Promise?

Challenge your strategy

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Challenge your strategy

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There is no professional answer to what is good or bad creative work. Advertising expresses where the leaders want to take their Brand. When the leaders hide, the creative is dumb.

Big Brains up Front ~ Let everybody who will ever have the right to express an opinion sit around the table BEFORE the

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creative process starts. ~ Their intelligence is necessary then, or never.

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It takes only 3 seconds to have an idea. But you never know when these 3 seconds will happen.

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Create time

~ Don’t debate over ideas you won’t buy. ~ There is no better argument then not enough, you can do better. ~ If you feel you can improve the writing or art of your agency, you need another agency.

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If you donâ&#x20AC;&#x2122;t have a real idea, but still have to convince a board of directors, do a storyboard. They might buy it.

Ban the Storyboard

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~ Express the idea the way normal people would tell each other after having seen. ~ Let it be written down in one or two sentences, no more. ~ Forbid your agency to show a storyboard.

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In 10 Easy Steps

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Look for the scary part

The ﬁrst thing wrong could be the ﬁrst thing right.

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Cut off the wings of a jumbo jet /21 In 10 Easy Steps

and you end up with just another bus.

Directors are very smart people

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with very little time for nonsense. They’ll be happy to let you do their job. A director is a storyteller. Spend time

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listening to him. The story he tells will be If the story he’s telling can’t become yours, find another director.

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the story people remember.

Never Direct the Director

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Never Direct the Director —

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We always dream of grand ideas. When it comes to producing, the budget is suddenly too small.

Overspend on production step

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~ If you can spend € 100.000 ~ Go for a € 50.000 script ~ A € 1Mo script produced with € 750.000 will look cheap. A € 50.000 script produced with € 100.000 will look chique.

From Meeting Room To Living Room

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Unlike most of your employees, people don’t do things ‘because you tell them to’. If you chew their food for them, they won’t ﬁnd fun in the eating.

Don’t want, be wanted

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~ Don’t give all the answers. Leave room for people to fill in the blanks. ~ Don’t play too easy to get. You’ll look cheap. Let people feel proud they’ve understood what you just said.

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In 10 Easy Steps

~ Make admirable work. So good your audience spreads it for you.

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Be receptive In this world of hypercommunication, people talk back to you. Promote that. Brands that are really admired are those who listen to their consumers. Even before they spoke.

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attention, audiences will check it out on the www. It makes no sense today to advertise on tv if you donâ&#x20AC;&#x2122;t offer a gate to interactivity. ~ www is not the thing you let your assistants do afterwards with some money left. Itâ&#x20AC;&#x2122;s the first thing. The main thing.

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~ If our ads in mess media get any

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