Finding that BIG IDEA for your next marketing campaign!

It can be hard to come up with big ideas for your brand…

Often we find ourselves in a board room or zoom meeting trying to jump back and forth on ideas, filling up whiteboards or Google Docs. Only to find ourselves even more confused in the direction we want to take with our marketing campaign. I can admit, big ideas don’t come easy. Don’t worry though, there is a better strategy to help keep you on track and be in a better position to find that big idea you’re looking for.

I will be sharing some proven methods, tips, tricks, and examples to help you effectively come up with some big ideas that stand out so you can have a better chance of breaking through the noise and getting eyes on your brand.

Let’s first break down what this “big idea” really is that I’ve been talking about. It’s should be very creative and bold. Something that will help bring your product to life and is exciting enough that is memorable to your target audience. An important aspect of the big idea that I find is very important is that it should resonate with your audience enough that it becomes a talking piece for them. Something that they are willing to share with their friends and family in conversation or on social media. You want it to hook your audience so they don’t forget and are compelled to continue to spread the word. Ask yourself, if you saw the idea from another brand, would you share it yourself on your social accounts? If not, you may want to reconsider the direction you took with your idea.

If you want this sort of impact on your audience you first need to make sure that your messaging is on point. Remember that people are buying solutions, not products. If you can properly clarify the problem that your brand is solving first, and you have this rooted into your big idea, that is how you will get your audience to stop and listen. Begin to find this problem by diving deep into your products and understanding the value that you are providing to your customer. At the same time research the needs and wants of your target audience so you can get relevant insights that can lead to a better understanding of how to best position your product or service and create your big idea.

Keep in mind you need to be able to properly articulate how your business offering is solving this problem. That is why the way you speak about your brand and your big idea is very important. Some personal advice on how to become better at speaking about your brand is to take copywriting courses or even hiring a copywriter. Having good copywriting can make or break a big idea. It will make sure that your brand has a unique voice that properly reflects the value that your business provides creating a lasting impact on your audience. That’s exactly what we want!

Now how do we come up with this big idea? Well, we’ve already found out the insight behind what our customer finds important and how we’re able to solve their problems. Now you want to develop that brand connection with your audience. 

David Ogilvy provided some great advice on helping you come up with big ideas. I found it very interesting how he called out agencies for spending a ton of time on defining the target market, research, and positioning. These things are great although, without creative brilliance on top of it you are only going to bore your customer. There must be both!

Watch the full video here on YouTube:

Some marketing experts say that you should position your brand as a heroic solution. The hero’s in the story. I believe it’s best to position your brand as the guide in the story and your customer as the hero. When you position yourself as the guide in your customers story you are essentially inviting your customer into a story to help them win! All hero’s in a story encounter a problem and if you position your brand as the guide who helps them overcome their struggles that is how you win over your customers' hearts and minds. A great example of this is seen in movies. For example, when Luke Skywalker wants to blow up the Death star, he meets his guide Yoda. Yoda is the character that everyone falls in love with. The “Hero” Luke Skywalker (the customer) was looking for a “Guide” Yoda (your business). 

Sometimes if a big idea is good enough, it can go viral! A great example of a big idea that went viral was WestJet’s 2013 Christmas campaign. Terry O’Reilly’s podcast (S3E10 – Viral Videos) provides a great perspective of this campaign. He explains how WestJet was able to develop this strategic campaign which helped them break through the holiday clutter and truly create a memorable brand experience for their consumers. 

It began with customers scanning their tickets on a screen themselves. Once they did this Santa popped out and asked them what they wanted for Christmas. The passengers then boarded a four-hour flight, and in that time they were in the air, WestJet employees were busy purchasing and wrapping the wish list that they gave to Santa before boarding. Once the passengers arrived at their destination as they were waiting for their luggage they saw their wish list gifts show up on the luggage conveyer belt!

In the end, this big idea became the most shared viral ad of 2013 in the world. WestJet gained international attention getting nearly 50 million views and having their sales increased by 86%. The campaign began with its goal to increase brand awareness and gain trust in its consumers by helping foster a loyal customer base. The problem they were solving for their customers was showing how WestJet is an airline that is there for you where you need them and they truly care about you. Everyone wants to fly on a plane that makes them welcome and cared for.

Lastly, you will want your big idea to stick in the minds of your customer so it is important to come up with a one-liner for your campaign. A great example of this is Snickers' succinct expression, “You are not you when you are hungry.”

In summary, remember to help avoid getting stuck brainstorming for that big idea, begin by clarifying your messaging and understanding your product inside and out so you can explain how your product will help solve a problem of theirs. Once you define this, position your business as the guide to show how you can help your customers be the hero and help them win. Finish off by making your big idea memorable by creating a unique one-liner.

Do you ever get stuck coming up with big ideas? What kind of methods do you take to help the creative juices flow?

Leave a comment below or contact me here. I’d be more than happy to brainstorm and help bring your big ideas to life!

Terry O'Reilly. (2021, June 18). Under the Influence. Terry O'Reilly. Retrieved September 23, 2021, from https://terryoreilly.ca/under-the-influence/. 

YouTube. (2018). YouTube. Retrieved September 23, 2021, from https://www.youtube.com/watch?time_continue=155&v=-yvRNp-XtCE&feature=emb_logo.