HYPE Workshop about Workshops

DDB Brussels Nov 29th 2011

John GriffithsCreative DirectorSpring Research

What difference does a good workshop make?

What stops our workshops being better?

Breakout exercise 1 – Taking precautions

Your task is to look at different themes around contraception

Circumstances/times of day Environments Mindsets

Establish the principles – and connection points – put on postits then we will do the stealing exercise

You grade with a question mark(what?) a lightning strike (great!) or a thief mask (good enough to steal!)

What issues will you use workshops to solve?

1. Articulating or changing a brand’s personality and vision

2. Reviewing next year’s marketing/communication plan3. Imagine new product or line extensions for a brand 4. Getting out of a stuck place (creative/channel) 5. Coming up with a name/new product 6. Workshopping with a prospective client7. Co-creating with clients and customers

Brand Gym Positioning Toolwww.brandgym.com

2. Brand Idea

1. Insight

3. SausageBenefits and truths

4. SizzlePersonality

5. Action

www.brandgym.com

Adam Morgan – the wrap map

Source: The Pirate Inside Adam Morgan

Brand screenplays: The hero’s journey model

Act 1 Act 2 Act 3

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Christopher Vogler The writer’s journey

How is it done?

Genre The lead character Cast Plot objective Conflict Character

development Tell stories – don’t think marketing

Try it with a single movie scene

Know the character of your protagonist Choose a genre Choose a cast list Choose a scene objective Brainstorm a storyline which involves

the whole cast 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?

Brand tarot: John Grant

Chemistry table of innovation ideas turned into a card set

Remove the ideas that are already being used in your market category.

Work with the rest

Brand ideas: Getting into the zone

Category

Brand

Cu

ltu

reA

ud

ien

ce

Inherentlyinteresting& long term

Too vague

Too broad – eg emotional platform

A line not an idea

An Ad idea masqueradingas a brand idea

Too niche

Clear Generative

Rootedin brand& product

Reframesthe competition

Jim Taylor

Values Haiku

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

Line 1: one word: a noun which is the title of the subject

Line 2: three words: adjectives which describe the subject

Line 3: two words: multi-syllabic adverbs which describe the verb in line 4.

Line 4: one word: a verb which describes the subject in line 1

Line 5: one word: another noun.

Spiderinvisible, determined, subtleceaselessly, relentlesslyimposesorder

Business development workshops

What is the most unusual thing you have bought with a credit card? - extending usage into new areas

Make a sculpture of the organisation - so we can use it to explain the communication problems

If your NGO was like McDonalds (or Unesco) what would it do better? What would be left out?

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

Co-creation is..

When clients and customers collaborate to create new ideas and products

Intermediaries may get involved but the market conversation is between the 2 main parties

The mind of the market

“A market is a dialogue between the conscious and unconscious perceptions of those marketing products and those consuming them”

consumersmarketers

Unconscious processes

Conscious processes

Source: Gerald Zaltman: How Customers think

Breakout exercise 2 – talking up Brussels

What is your favourite place in Brussels? How can we attract

students/businesses/new residents? – what makes your location so good – what could we do to help make a connection?

Left brain right brain exercise

Left brain right brain exercisehow to do insights without

Who are theyWhat do they want?

What is going to Attract their interest?

Questionnaireresults

Think of thingsthe brand could

do for them

Location Find creative spaces Neutral space Arrange Rearrange

Manage time

Hunt for creativity

Stimulators – think of ideas Sculptors – build them up Spotters – make connections Selectors – can see the pros and cons Supporters – create collaboration

http://www.wearecreativecreatures.com

There is more than one kind of creativity Hanne Kristiansen

Arrange the people

I tell themwhere to sitin my meetings

Focus Question

What difference does a good outcome make?

Discussion question What is preventing us from achieving

that outcome?

Ground Rules which either the facilitator (or the project sponsor) enforces

Don’t get personal Take turns to speak Don’t interrupt Don’t talk for longer than 60 seconds

Ensure that the main points are captured on a flipchart – appoint a note taker(not the facilitator)

Break up existing partnerships and make new ones

Give them a break – ice cream, music.. Whatever

Mobiles and email are a no no. NO NO NO NO

Your participants’ attention is precious – their availability to outsiders is disastrous

Manage energy levels

at all times

they fluctuate

Rules of group dynamics

1. Form2. Storm3. Norm4. Perform5. Mourn

..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!

Create flow Ideation is like comedy improvisation –

the better the flow the better the ideas Make offers Accept offers – it creates energy Build on an offer – it increases energy Don’t block an offer – it creates anxiety and

destroys energy

Yes and..the traffic jams the

city in rush hour

I love Brussels

Yes and..it shows how

many drivers love Brussels

too

Style of moderation

You are responsible for the inputs ..

Not the content that emerges

How come the demand for workshops is as great as ever when so many are terrible?

Flying unstable – companies DON’T

How do we get companies to change?

Which is a major reason why so many workshop outputs go nowhere

Expect assassins – and deal with them

Don’t just generate ideas – grade and refine!

Divergence Convergence

Grade ideas and amplify them -

There’s nothing negative about that

Expect failure.. and work to avoid it

Actions Owners Deadlines Sponsors

Think about organisational defences

And how to work around them!

When this workshop makes a real change how will you know that it has happened?

Next steps

Something I’m going to stop doing.

Something big I’m going to do differently

Something simple I’m going to change

How will I know when it’s working?

Good luck!! You can make it better.

@johngriffiths7

Blog furtherandfaster

www.planningaboveandbeyond.com

Spring Research