{"id":3466,"date":"2022-09-09T01:52:02","date_gmt":"2022-09-09T05:52:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/09\/is-your-industry-struggling-heres-a-5-step-blueprint-to-create-game-changing-ideas\/"},"modified":"2022-09-09T01:52:02","modified_gmt":"2022-09-09T05:52:02","slug":"is-your-industry-struggling-heres-a-5-step-blueprint-to-create-game-changing-ideas","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/is-your-industry-struggling-heres-a-5-step-blueprint-to-create-game-changing-ideas\/3466\/","title":{"rendered":"Is Your Industry Struggling? Here\u2019s a 5-Step Blueprint to Create Game-Changing Ideas"},"content":{"rendered":"\n

By Avin Narasimhan, CSO, Hill Holliday<\/em><\/p>\n\n\n\n\n\n

The recession and inflation are creating unexpected turbulence for brands in the housing and auto markets as consumers reconsider big ticket items.<\/p>\n\n\n\n\n\n\n\n

Real estate giant Zillow is forecasting a dramatic drop in advertising, according to this Bloomberg article<\/a>, and is reportedly shopping for a new agency, as published here in Business Insider.<\/a> Other brands in the housing space like Redfin and Compass are announcing layoffs according to CNN.<\/a>\u00a0 Meanwhile, in the auto market dealer sales have been declining, according to CNBC<\/a> as car loan delinquencies rise, according to this article on CNBC<\/a>.<\/p>\n\n\n\n\n\n\n\n

Brands in these industries find themselves in need of a fresh, big idea \u2013 one that will define the next generation of their message and image in the wake of the pandemic and in the midst of a changing economic landscape.<\/p>\n\n\n\n\n\n\n\n

The rapid cultural and economic shifts underway call for modern ideas, thoughtful execution and seamless delivery. To drive this kind of transformation, brands need imagination that resonates and sells in the real world.<\/p>\n\n\n\n\n\n\n\n

Here\u2019s a blueprint for struggling brands in need of a game-changing idea:<\/p>\n\n\n\n\n

1. Turn the Brief Into a Rallying Cry<\/h2>\n

You\u2019ve got to dig deeper than the superficial goal of the campaign. Sure, auto makers want to boost sales, but consider what you\u2019re really trying to accomplish to get to that outcome \u2013 you\u2019re trying to create an intervention that influences behavior or breaks the inertia of convenience or habit.<\/p>\n\n\n\n\n\n

By identifying the real goal of your brief and the guiding strategic thought that will steer the rest of the process, you can transform the strategy creation from a check-the-box project to inspiring charge that unites people behind a shared mission.<\/p>\n\n\n\n\n

2. Deepen Your Understanding of People<\/h2>\n

Building an audience profile isn\u2019t rocket science. Most agencies draw from the same syndicated data and it doesn\u2019t really tell you anything revolutionary. But if you\u2019re truly trying to inspire people to change their behaviors, you\u2019re going to have to get to know them. Investigate the emotional reasons that might drive someone to splurge on a new car right now. Or, explore the various scenarios in which consumers are house shopping despite record-high prices and rising mortgage rates.<\/p>\n\n\n\n\n\n

Elevate your audience above a demo and find out where they spend their time and what\u2019s meaningful to them. Go beyond syndicated data by pairing it with behavioral data in a modern marketing context, creative leaps and intuition that will lead to truly imaginative solutions.<\/p>\n\n\n\n\n

3. Identify the Obstacles or Challenges From the Outset<\/h2>\n

Next, you need to find out what\u2019s in your way. Figure out the hurdles before<\/em> you develop a plan so you can leverage them to your advantage.<\/p>\n\n\n\n\n\n

What unlocks truly great work is cultural tension. Just think about Volvo\u2019s Ultimate Safety Test <\/em>campaign, which touts the brand\u2019s longstanding commitment to safety before cutting to startling footage of a glacier breaking apart to announce Volvo\u2019s plans to become all-electric. The power of the campaign came from people\u2019s shared apprehension around climate change and what it means for the future.<\/p>\n\n\n\n\n\n\n\n

Once you discover the bigger concept or contradiction your idea is getting at, you can figure out how to push past it or address it head on with your strategy.<\/p>\n\n\n\n\n

4. Let Your Rallying Cry Guide Creative and Messaging<\/h2>\n

Now put your imagination to work. Let your guiding strategic idea lead you to the creative and messaging. But this can\u2019t just be \u201cthe message.\u201d The idea is about how and where you\u2019re meeting people in the real world with that message.<\/p>\n\n\n\n\n\n

Consider, for example, The National Association of Realtors\u2019 That\u2019s Who We R<\/em> campaign. A mix of video and radio spots look beyond the dream home purchase (think: \u201ccarrying over the threshold\u201d) trope, to address the real-life stressors of the homebuying process.<\/p>\n\n\n\n\n

5. Come up With a Plan of Attack to Bring Your Idea to Life<\/h2>\n

This is where you bring it all together. You know your audience, you know the underlying cultural tension, you know your mission and you\u2019ve got a next-gen idea \u2013 now you need a plan of attack. Focus out when, where and how you\u2019re going to show up with the right mix of creative messaging, media strategy and comms planning. Successful communications hang on when, where and how the ideas show up in people\u2019s lives \u2013 on their screens and out in the world.<\/p>\n\n\n\n\n\n

If you want your idea to thrive, it\u2019s important to have an integrated process throughout the idea\u2019s lifespan \u2013 from creation to execution. Even the best creative messages can be destroyed by a sloppy media strategy that\u2019s tacked onto the end of the process.<\/p>\n\n\n\n\n\n

Here\u2019s the bottom line: <\/strong>The economic and cultural landscape has never been more complex than it is today and brands in struggling industries are in search of a way to reach consumers with a refreshed, relevant message. The solution is better ideas, carefully thought out from start to finish.<\/p>\n","protected":false},"excerpt":{"rendered":"

If you want your idea to thrive, it\u2019s important to have an integrated process throughout the idea\u2019s lifespan<\/p>\n","protected":false},"author":7,"featured_media":3467,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nIs Your Industry Struggling? 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