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Workshops workshop copy

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Workshops workshop copy

  1. 1. HYPE Workshop about Workshops DDB Brussels Nov 29 th 2011 John Griffiths Creative Director Spring Research
  2. 3. What difference does a good workshop make?
  3. 4. What stops our workshops being better?
  4. 6. Breakout exercise 1 – Taking precautions <ul><li>Your task is to look at different themes around contraception </li></ul><ul><ul><li>Circumstances/times of day </li></ul></ul><ul><ul><li>Environments </li></ul></ul><ul><ul><li>Mindsets </li></ul></ul><ul><li>Establish the principles – and connection points – put on postits then we will do the stealing exercise </li></ul><ul><li>You grade with a question mark(what?) a lightning strike (great!) or a thief mask (good enough to steal!) </li></ul>
  5. 8. What issues will you use workshops to solve? <ul><li>Articulating or changing a brand’s personality and vision </li></ul><ul><li>Reviewing next year’s marketing/communication plan </li></ul><ul><li>Imagine new product or line extensions for a brand </li></ul><ul><li>Getting out of a stuck place (creative/channel) </li></ul><ul><li>Coming up with a name/new product </li></ul><ul><li>Workshopping with a prospective client </li></ul><ul><li>Co-creating with clients and customers </li></ul>
  6. 9. Brand Gym Positioning Tool www.brandgym.com
  7. 10. 2. Brand Idea 1. Insight 3. Sausage Benefits and truths 4. Sizzle Personality 5. Action www.brandgym.com
  8. 11. Adam Morgan – the wrap map Source: The Pirate Inside Adam Morgan
  9. 12. Brand screenplays: The hero’s journey model Act 1 Act 2 Act 3 the call to adventure Tests allies and enemies The road back Climax Reward (seizing the sword) Ordeal Crisis Approach to inmost cave the ordinary world refusal of the call mentor arrives first threshold Resurrection Return with the elixir Christopher Vogler The writer’s journey
  10. 13. How is it done? <ul><li>Genre </li></ul><ul><li>The lead character </li></ul><ul><li>Cast </li></ul><ul><li>Plot objective </li></ul><ul><li>Conflict </li></ul><ul><li>Character development </li></ul><ul><li>Tell stories – don’t think marketing </li></ul>
  11. 14. Try it with a single movie scene <ul><li>Know the character of your protagonist </li></ul><ul><li>Choose a genre </li></ul><ul><li>Choose a cast list </li></ul><ul><li>Choose a scene objective </li></ul><ul><li>Brainstorm a storyline which involves the whole cast </li></ul><ul><ul><li>eg James Bond walks into a bar – 3 women come across to talk to him. Which one leaves a lasting impression on him and why? </li></ul></ul>
  12. 16. Brand tarot: John Grant <ul><li>Chemistry table of innovation ideas turned into a card set </li></ul><ul><li>Remove the ideas that are already being used in your market category. </li></ul><ul><li>Work with the rest </li></ul>
  13. 17. Brand ideas: Getting into the zone Category Brand Culture Audience Inherently interesting & long term Too vague Too broad – eg emotional platform A line not an idea An Ad idea masquerading as a brand idea Too niche Clear Generative Rooted in brand & product Reframes the competition Jim Taylor
  14. 18. Values Haiku <ul><li>The values haiku – this is a special form of poem which puts into words the activity of the company in the following way. It has 5 lines </li></ul><ul><li>Line 1: one word: a noun which is the title of the subject </li></ul><ul><li>Line 2: three words: adjectives which describe the subject </li></ul><ul><li>Line 3: two words: multi-syllabic adverbs which describe the verb in line 4. </li></ul><ul><li>Line 4: one word: a verb which describes the subject in line 1 </li></ul><ul><li>Line 5: one word: another noun. </li></ul>Spider invisible, determined, subtle ceaselessly, relentlessly imposes order
  15. 19. Business development workshops <ul><li>What is the most unusual thing you have bought with a credit card? - extending usage into new areas </li></ul><ul><li>Make a sculpture of the organisation - so we can use it to explain the communication problems </li></ul><ul><li>If your NGO was like McDonalds (or Unesco) what would it do better? What would be left out? </li></ul><ul><li>How do we make sure success doesn’t make our customers unhappy – because they can never get hold of our hit products? – logistics and rapid growth </li></ul>
  16. 20. Co-creation workshops <ul><li>Bringing clients and customers together </li></ul><ul><li>Marketing knowledge of customers now means it is a very level playing field </li></ul><ul><li>A very powerful way to develop business ideas </li></ul>
  17. 21. Co-creation is.. <ul><li>When clients and customers collaborate to create new ideas and products </li></ul><ul><li>Intermediaries may get involved but the market conversation is between the 2 main parties </li></ul>
  18. 22. The mind of the market <ul><li>“ A market is a dialogue between the conscious and unconscious perceptions of those marketing products and those consuming them” </li></ul>consumers marketers Unconscious processes Conscious processes Source: Gerald Zaltman: How Customers think
  19. 24. Breakout exercise 2 – talking up Brussels <ul><li>What is your favourite place in Brussels? </li></ul><ul><li>How can we attract students/businesses/new residents? – what makes your location so good – what could we do to help make a connection? </li></ul><ul><li>Left brain right brain exercise </li></ul>
  20. 25. Left brain right brain exercise how to do insights without Who are they What do they want? What is going to Attract their interest? Questionnaire results Think of things the brand could do for them
  21. 27. Location <ul><li>Find creative spaces </li></ul><ul><li>Neutral space </li></ul><ul><li>Arrange </li></ul><ul><li>Rearrange </li></ul>
  22. 28. Manage time
  23. 29. Hunt for creativity <ul><li>Stimulators – think of ideas </li></ul><ul><li>Sculptors – build them up </li></ul><ul><li>Spotters – make connections </li></ul><ul><li>Selectors – can see the pros and cons </li></ul><ul><li>Supporters – create collaboration </li></ul>http://www.wearecreativecreatures.com There is more than one kind of creativity Hanne Kristiansen
  24. 30. Arrange the people I tell them where to sit in my meetings
  25. 31. Focus Question <ul><li>What difference does a good outcome make? </li></ul><ul><li>Discussion question </li></ul><ul><li>What is preventing us from achieving that outcome? </li></ul>
  26. 32. Ground Rules which either the facilitator (or the project sponsor) enforces <ul><li>Don’t get personal </li></ul><ul><li>Take turns to speak </li></ul><ul><li>Don’t interrupt </li></ul><ul><li>Don’t talk for longer than 60 seconds </li></ul><ul><li>Ensure that the main points are captured on a flipchart – appoint a note taker (not the facilitator) </li></ul>
  27. 33. Break up existing partnerships and make new ones
  28. 34. Give them a break – ice cream, music.. Whatever
  29. 35. Mobiles and email are a no no. NO NO NO NO Your participants’ attention is precious – their availability to outsiders is disastrous
  30. 36. Manage energy levels at all times they fluctuate
  31. 37. Rules of group dynamics <ul><li>Form </li></ul><ul><li>Storm </li></ul><ul><li>Norm </li></ul><ul><li>Perform </li></ul><ul><li>Mourn </li></ul><ul><li>..then form again. This happens with every group. It happens with every new activity or topic. Don’t fight it – watch for it and use it! </li></ul>
  32. 38. Create flow <ul><li>Ideation is like comedy improvisation – the better the flow the better the ideas </li></ul><ul><ul><li>Make offers </li></ul></ul><ul><ul><li>Accept offers – it creates energy </li></ul></ul><ul><ul><li>Build on an offer – it increases energy </li></ul></ul><ul><ul><li>Don’t block an offer – it creates anxiety and destroys energy </li></ul></ul>Yes and..the traffic jams the city in rush hour I love Brussels Yes and..it shows how many drivers love Brussels too
  33. 39. Style of moderation
  34. 40. You are responsible for the inputs .. <ul><li>Not the content that emerges </li></ul>
  35. 42. How come the demand for workshops is as great as ever when so many are terrible?
  36. 43. Flying unstable – companies DON’T How do we get companies to change? Which is a major reason why so many workshop outputs go nowhere
  37. 44. Expect assassins – and deal with them
  38. 45. Don’t just generate ideas – grade and refine! Divergence Convergence
  39. 46. Grade ideas and amplify them - <ul><li>There’s nothing negative about that </li></ul>
  40. 47. Expect failure.. and work to avoid it <ul><li>Actions </li></ul><ul><li>Owners </li></ul><ul><li>Deadlines </li></ul><ul><li>Sponsors </li></ul>
  41. 48. Think about organisational defences <ul><li>And how to work around them! </li></ul>
  42. 49. When this workshop makes a real change how will you know that it has happened?
  43. 50. Next steps <ul><li>Something I’m going to stop doing. </li></ul><ul><li>Something big I’m going to do differently </li></ul><ul><li>Something simple I’m going to change </li></ul><ul><li>How will I know when it’s working? </li></ul>
  44. 51. Good luck!! You can make it better. <ul><li>@johngriffiths7 </li></ul><ul><li>Blog furtherandfaster </li></ul><ul><li>www.planningaboveandbeyond.com </li></ul><ul><li>Spring Research </li></ul>