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Finding the Lightbulb

Moment

L A U R A C R I M M O N S

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Audience Topic Brainstorm Research Test Conquer

P R O C E S S F O R C A M P A I G N I D E A G E N E R A T I O N

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P R O C E S S F O R C A M P A I G N I D E A G E N E R A T I O N

Audience Topic Brainstorm Research Test Conquer

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Finding and

understanding your

audience

1

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Don’t talk about page views and users.

We’re marketing to people we need to think about them as such.

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Who are they

(demographics)?

Where do they ‘hang

out’ online?

What are they

interested in?

You want to find out the following about your audience:

Therefore, how do I reach and connect with them?

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Paid teams generally have the best audience data as they have to

make sure they’re paying to reach the right people

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Slides

http://bit.ly/audiencedeck

http://bit.ly/audiencevid

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Explore:

• Website visitors (segmented)

• Customer/CRM data

• Page likes/engagement

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Explore:

• People talking about you / your

competitors/ keywords online

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Explore:

• People talking about you / your

competitors/ keywords online

• The most shareable content

formats

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Explore:

• Website visitors (segmented)

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Who are they

(demographics)?

• GA/Adwords(Demographics)

• Facebook (Demographics/

Household/Purchase)

• Crimson Hexagon (People – Demographics)

• Media IQ (Audience - Demographics)

Where do they

‘hang out’ online?

• Facebook (Page Likes)

• Crimson Hexagon (Metrics – Top Sites)

• Buzzsumo (Most Shared / Content Analysis)

• Media IQ (Context)

What are they

interested in?

• GA (Affinity Category)

• Facebook (Page Likes)

• Crimson Hexagon (Metrics – Instagram / Explore –

Word Cloud / People – Affinities)

• Buzzsumo (Most Shared / Content Analysis)

• Media IQ (Audience – Interests)

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Combine all the insight together to give you the best view, rather

than relying on what one platform/tool tells you

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Researching the

topic(s)2

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The biggest mistake people make is going into brainstorms blind –

do the research first!

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Now that you know the topic(s) you want to create an idea around

– research that more

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What type of campaign is likely to get cut through?

Video: 26%

Infographic: 0%

Study/ Research: 1%

“home workout”: 0%

Scientist/ Nutritionist: 0%

Personal Trainer: 0%

Video: 30%

Infographic: 0%

Study/ Research: 35%

“home workout”: 0%

Scientist/ Nutritionist: 10%

Personal Trainer: 5%

Video: 10%

Infographic: 0%

Study/ Research: 19%

“home workout”: 0%

Scientist/ Nutritionist: 64%

Personal Trainer: 74%

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Brainstorming

techniques3

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Worst idea first / what could we never do?

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Figure Storming

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Word association

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Time Travel

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Teleportation

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Starbursting

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Brainwriting:

108 ideas in 30 minutes

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http://635.tecmark.co.uk/

http://635.tecmark.co.uk/

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Share the brief and audience / topic data with the team ahead of

the brainstorm so they have time to digest it

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Researching the

ideas4

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Do some research to answer these questions…

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Has it been done before?

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If yes, how can you do it better? What value do you add?

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* If you can’t – scrap it!!

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Why will it be successful?

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Steady trends upwards

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Peaks in Jan every year – event tie-in

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Significant social noise / shares

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Who’s going to write about it?

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In Crimson Hexagon I can filter for news/blogs that have

written about my topic

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In Buzzsumo I can export all the articles about my topic to

see who’s written about it

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Anewstip will show me journalists that have tweeted about

my topic

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Anewstip will show me journalists that have written about my

topic

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What are the potential risks?

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Does it need to launch on a certain date? How feasible are your

timescales?

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Is there a risk the data might not show what you want?

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Will people buy your credibility on the topic?

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Testing the idea will

work5

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Don’t invest any time or resource in the campaign until you have

positive feedback it will work from your targets

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Do this with warm contacts or people that have written about the

topic before

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Go forth and

conquer!6

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Use the knowledge from your audience / topic research to build

your seeding plan – which publications to target, which social

channels to spend on etc

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To Summarise…

Audience Topic Brainstorm Research Test Conquer

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T H A N K Y O U