Andy Maxwell came in yesterday to do a talk for the 2nd time in as many weeks, he spoke about how integrated marketing is the secret to success. This was very different from any lesson or project we have had on the course before, the majority of the course relates to being creative and spewing out ideas. so it was very interesting to learn about the theory side.
people buy benefits i.e not a washing machine but clean clothes.
he provided us with many helpful tips and structures to help you to keep reined in and remember the key point - SELL.
as a student it sounds silly but you often forget that the outcome of what you are doing needs to sell products.
people often now try to be groundbreaking, wild and basically just think of the awards, but what is the point in the awards if you don't fulfil your brief?
he also spoke to us about writing a great creative brief and weaved into that was how to reach the benefit.
a feature is a means to an end, the end is the benefit.
start with the product truth, then the product benefit and finally the customer benefit.
this tells you a little bit more about Andy.
http://www.intelligent-marketing.com/im-different/our-people/bobby-lane/
Posted by Jess
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a creative team from Bucks new uni. 2nd year advertising. originally from Eastbourne.
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- Jess and Steff
- JESS
The younger and blonder of the two. I enjoy Guerilla and interactive/digital advertising. I work part-time in a bowling alley as a receptionist/bar monkey/lane host and childrens party host. This involves anything from cold calls and mailing lists, to being covered in ice cream and singing Happy Birthday.
STEFF
The older and curlier half of the duo, I spent two years in Graphic Design, until becoming weak to Jess's pleas to join her and I'm very glad I did after enjoying a very successful few weeks. I also work in Square as a Sales Consultant/iPod fixer extraordinaire.
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