BrightonSEO | Thinking beyond the first idea

These are the slides for my BrightonSEO talk where I discussed ideation and thinking beyond the first idea.

Transcript

1. Ideation: How to
   go beyond the
   first idea
   Katy Powell
   BOTTLED IMAGINATION
   Speakerdeck.com/katyvpow
   @katyvpowell
   

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2. “WE NEED SOME NEW IDEAS BY TOMORROW”
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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3. BrightonSEO
   Ideation: Thinking beyond the first idea
   

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4. COMING UP WITH A UNIQUE PR
   CAMPAIGN IDEA IS REALLY HARD
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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5. COMING UP WITH A UNIQUE PR
   CAMPAIGN IDEA ON DEMAND IS
   BASICALLY IMPOSSIBLE
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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6. BrightonSEO
   Ideation: Thinking beyond the first idea
   KATY POWELL
   PR DIRECTOR +
   CO-FOUNDER
   

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7. WE’VE HUNG OUR HAT BEING CREATIVE
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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8. THIS MEANS WE’VE GOT TO GET OUR IDEAS
   RIGHT FIRST TIME
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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9. STRATEGY. IDEAS. CREATIVE.
   EXECUTION. MEASUREMENT.
   BrightonSEO
   Ideation: Thinking beyond the first idea
   

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10. STRATEGY. IDEAS. CREATIVE.
    EXECUTION. MEASUREMENT.
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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11. THE SITUATION IN PR WORLD
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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12. CREATIVITY IS BEING STIFLED
    LEFT, RIGHT AND CENTRE
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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13. BrightonSEO
    Ideation: Thinking beyond the first idea
    KPIs
    MORE
    COMPETITION
    HARDER CUT
    THROUGH
    INTERNAL
    PRESSURES
    WHY?
    

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14. I’M A PR I’M GOING TO REVEAL SOME
    SHOCKING STATS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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15. 2 HOURS
    52% spend less than 2 hours on campaign ideation
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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16. 70
    %
    of PRs feel they don’t have enough time for ideation
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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17. MORE THAN HALF
    of PRs don’t have enough support or training with ideation
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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18. 70
    %
    spend more time on campaign execution over
    ideation and strategy
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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19. BrightonSEO
    Ideation: Thinking beyond the first idea
    SOLO IDEA GEN BRAINSTORMS
    

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20. MORE THAN HALF
    of PRs are in brainstorms they don’t work best in
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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21. STRATEGY. IDEAS. CREATIVE.
    EXECUTION. MEASUREMENT.
    BrightonSEO
    Ideation: Thinking beyond the first idea
    Remember this…
    

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22. STRATEGY. IDEAS. CREATIVE.
    EXECUTION. MEASUREMENT.
    BrightonSEO
    Ideation: Thinking beyond the first idea
    Remember this…
    

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23. WHO
    SHOULD BE
    INVOLVED IN
    IDEATION
    CAMPAIGN OWNER
    Decides on the best idea and protects it throughout
    VOICE OF THE CLIENT/BRAND
    Know what the client/brand likes and their priority
    A CREATIVE
    Decides on the best format
    EXPERT ON THE TOPIC
    Knows what the audience likes
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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24. IDEATION SHOULD BE ONGOING
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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25. Internal
    BrightonSEO
    Ideation: Thinking beyond the first idea
    IDEATION
    MORE
    KNOWLEDGE
    EXECUTION
    

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26. CARVE OUT ‘DISTRACTION FREE’ TIME
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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27. AVOID PERFECTION PARALYSIS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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28. THINK IDEA THEN FORMAT
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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29. BUDGET SHOULDN’T LIMIT CREATIVITY
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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30. LET’S TALK HOW
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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31. SPEND TIME ON RESEARCH
    1. Common themes + theme analysis
    2. Target publications
    3. Audience that you’re talking to
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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32. THEME ANALYSIS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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33. ON BRAND
    OFF BRAND
    HIGH PRESS INTEREST
    LOW PRESS INTEREST
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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34. ON BRAND
    OFF BRAND
    HIGH PRESS INTEREST
    LOW PRESS INTEREST
    BrightonSEO
    Ideation: Thinking beyond the first idea
    X
    The dream for you and your
    client/brand but pretty
    impossible to be unique.
    

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35. ON BRAND
    OFF BRAND
    HIGH PRESS INTEREST
    LOW PRESS INTEREST
    BrightonSEO
    Ideation: Thinking beyond the first idea
    X
    A more realistic
    expectation of
    where you want
    your ideas to be.
    

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36. ON BRAND
    OFF BRAND
    HIGH PRESS INTEREST
    LOW PRESS INTEREST
    BrightonSEO
    Ideation: Thinking beyond the first idea
    X Not a
    dealbreaker, just
    a challenge.
    

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37. YOU’RE A TRAVEL BRAND
    LOOKING TO DO SOME PR
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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38. BrightonSEO
    Ideation: Thinking beyond the first idea
    START
    ANALYSING
    THEMES
    

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39. ON BRAND
    OFF BRAND
    HIGH PRESS INTEREST
    LOW PRESS INTEREST
    BrightonSEO
    Ideation: Thinking beyond the first idea
    Best beaches
    Honeymoon
    destinations
    Holiday
    disasters
    Holiday outfits
    Travel tips
    TikTok travel
    hacks
    Skincare on holiday
    

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40. WOAH, WE DON’T WANT OFF-BRAND
    CAMPAIGNS DO WE?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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41. THINK ONE OR TWO STEPS REMOVED
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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42. BrightonSEO
    Ideation: Thinking beyond the first idea
    INSTEAD OF
    ‘HOW TO USE
    PROTEIN POWDER’
    

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43. BrightonSEO
    Ideation: Thinking beyond the first idea
    IT COULD BE
    ‘TIKTOK NUTRITIONISTS:
    FACT OR FICTION?’
    

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44. BrightonSEO
    Ideation: Thinking beyond the first idea
    INSTEAD OF
    THE BEST PC
    FOR GAMING
    

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45. BrightonSEO
    Ideation: Thinking beyond the first idea
    IT COULD BE
    THE MOST RE-CREATED
    RECIPE FROM THE SIMS
    

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46. WHAT DOES YOUR TARGET
    PUBLICATION COVER?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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47. BrightonSEO
    Ideation: Thinking beyond the first idea
    👈
    👉
    PROTEIN
    NUTRITION
    DIET
    WELLBEING
    

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48. BrightonSEO
    Ideation: Thinking beyond the first idea
    PUBLICATION FIRST
    👉
    

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49. BrightonSEO
    Ideation: Thinking beyond the first idea
    TOPIC FIRST
    👉
    “NUTRITION”
    

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50. THE AUDIENCE YOU’RE REALLY
    TALKING TO
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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51. PR CAMPAIGNS ARE GOING TO BE CONSUMED BY YOUR
    BRAND’S AUDIENCE
    THEY MIGHT NOT BE *THAT* EXCITED ABOUT YOUR CORE
    PRODUCT OR OFFERING
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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52. LET’S SAY YOUR BRAND IS IN A NICHE
    WITH A PASSIONATE AUDIENCE
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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53. YOU’RE A TRAVEL BRAND, IS YOUR
    AUDIENCE REALLY PASSIONATE
    ABOUT THE AEROPLANE ITSELF?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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54. BrightonSEO
    Ideation: Thinking beyond the first idea
    NOT
    DESTINATIONS THE INNER WORKINGS OF
    AN AEROPLANE
    

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55. Introducing…
    THE OBVIOUS VS. THE IMAGINATIVE
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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56. THE OBVIOUS:
    The Simpsons
    The World Cup
    Superheroes
    BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE:
    Duff Beer
    Retro Kits
    Marvel vs DC
    👉
    👉
    👉
    

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57. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE OBVIOUS
    THE SIMPSONS
    CHARACTERS
    

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58. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE
    DUFF BEER
    

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59. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE OBVIOUS
    WORLD CUP
    KIT COLOURS
    

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60. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE
    RETRO KITS
    

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61. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE OBVIOUS
    CONSOLES
    

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62. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE
    GAMES REMASTERED
    

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63. SOCIAL IS A GOLDMINE FOR THIS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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64. BrightonSEO
    Ideation: Thinking beyond the first idea
    

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65. BrightonSEO
    Ideation: Thinking beyond the first idea
    

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66. BrightonSEO
    Ideation: Thinking beyond the first idea
    YOU CAN MAKE
    CAMPAIGN OUT
    OF A COMMENTS
    SECTION
    

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67. DO YOU WANT AN EXAMPLE
    OF WHAT I MEAN?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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68. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE OBVIOUS
    GAMBLE RESPONSIBLY
    MESSAGE
    

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69. Public
    BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE
    JORDAN REECE
    

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70. BrightonSEO
    Ideation: Thinking beyond the first idea
    JORDAN REECE IS ONE OF THE MOST
    PROLIFIC ENGLISH STRIKERS IN THE
    GAME
    ALL THE INFLUENCERS ARE
    TALKING ABOUT HIS 10/1 CHANCE
    OF MAKING THE ENGLAND TEAM
    FOR QATAR
    

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71. BrightonSEO
    Ideation: Thinking beyond the first idea
    ALL THE FANS WANT
    THEIR SAY ON THE
    FUTURE ENGLAND
    PLAYER
    

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72. BrightonSEO
    Ideation: Thinking beyond the first idea
    SO MUCH SO THAT THEY ARE
    CLICKING THROUGH TO THE
    PAGE TO PLACE A BET
    

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73. THE THING IS, HE ISN’T REAL, WE MADE HIM UP
    

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74. BrightonSEO
    Ideation: Thinking beyond the first idea
    WE HIRED A MODEL, WE BOUGHT A KIT, WE DID A
    PHOTOSHOOT
    

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75. BrightonSEO
    Ideation: Thinking beyond the first idea
    WE THEN USED THE TRAFFIC
    TO THE SITE AS THE PR HOOK
    

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76. BrightonSEO
    Ideation: Thinking beyond the first idea
    1M
    Reach on
    social
    5K
    Pageviews
    MOST GAMBLING CAMPAIGNS
    ARE THE SAME, THEY JUST
    TELL YOU TO GAMBLE SAFETY
    INSTEAD WE CREATED
    JORDAN REECE
    

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77. WHAT ABOUT FOR A B2B
    BRAND?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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78. BrightonSEO
    Ideation: Thinking beyond the first idea
    IT’S BEEN LITERALLY IMPOSSIBLE TO AVOID TALKING
    ABOUT AI, WHATEVER THE SECTOR
    

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79. BrightonSEO
    Ideation: Thinking beyond the first idea
    WE COULD’VE DONE A CAMPAIGN WHERE WE USED AI TO
    WRITE A BLOG, OR GOT MIDJOURNEY TO MOCK
    SOMETHING UP…
    …BUT THAT’S THE OBVIOUS
    

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80. MEET AIMEE
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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81. AIMEE WAS OUR NEW DIGITAL MARKETING
    MANAGER FOR A WEEK…
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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82. WE INTERVIEWED BOTH CHATGPT AND BARD FOR A
    ROLE AT BOTTLED IMAGINATION
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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83. SOME THINGS SHE
    WAS GREAT AT,
    OTHERS NOT SO
    MUCH
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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84. SHE DIDN’T THINK
    BEYOND THE
    FIRST IDEA
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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85. SHE EVEN RECKONED SHE WAS
    COMING TO WORK DRINKS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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86. UNFORTUNATELY IT DIDN’T WORK OUT
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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87. WE’VE JUST
    PITCHED THE
    EXPERIMENT TO
    PRESS
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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88. REACTIVE? SAME RULES APPLY
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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89. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE OBVIOUS
    BLACK PANTHER 2 WAS THE MOST POPULAR MOVIE
    RELEASE OF THE YEAR
    

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90. BrightonSEO
    Ideation: Thinking beyond the first idea
    THE IMAGINATIVE
    1000 PEOPLE WANT A FLIGHT TO WAKANDA
    

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91. BrightonSEO
    Ideation: Thinking beyond the first idea
    NO, SERIOUSLY
    

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92. SO, MY KEY TAKEAWAYS?
    BrightonSEO
    Ideation: Thinking beyond the first idea
    

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93. BrightonSEO
    Ideation: Thinking beyond the first idea
    @katyvpowell
    PROTECT YOUR
    THINKING TIME
    

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94. BrightonSEO
    Ideation: Thinking beyond the first idea
    @katyvpowell
    DON’T STOP AT
    THE FIRST IDEA
    

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95. BrightonSEO
    Ideation: Thinking beyond the first idea
    @katyvpowell
    USE YOUR
    IMAGINATION
    

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96. BrightonSEO
    Ideation: Thinking beyond the first idea
    KATY POWELL
    THANK
    YOU
    @katyvpowell
    

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