BrightonSEO | Thinking beyond the first idea

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

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

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BrightonSEO Ideation: Thinking beyond the first idea

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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AVOID PERFECTION PARALYSIS BrightonSEO Ideation: Thinking beyond the first idea

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

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

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

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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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THEME ANALYSIS BrightonSEO Ideation: Thinking beyond the first idea

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

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

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BrightonSEO Ideation: Thinking beyond the first idea START ANALYSING THEMES

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

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

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

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

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

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

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

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

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BrightonSEO Ideation: Thinking beyond the first idea PUBLICATION FIRST 👉

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

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

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

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

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

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

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

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

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

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BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS CONSOLES

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

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

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BrightonSEO Ideation: Thinking beyond the first idea

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BrightonSEO Ideation: Thinking beyond the first idea

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

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

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

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

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

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

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

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

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

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

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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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MEET AIMEE BrightonSEO Ideation: Thinking beyond the first idea

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

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

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

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

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

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

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

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

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

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BrightonSEO Ideation: Thinking beyond the first idea NO, SERIOUSLY

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

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

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

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

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