transforming marketing ideas into messages

Idea Generating Process

Def: The process of creating, developing, and communicating ideas which are abstract, concrete, or visual. The process includes the process of constructing through the idea, innovating the concept, developing the process, and bringing the concept to reality. (business dictionary)

Tools and techniques for creation process

One technique involves getting into groups and coming up with ideas, known as brainstorming, and this is a tried and true method. This technique has many variations. Some teams use a traditional brainstorming approach and simply let their minds wander while they speak up whenever something promising occurs to them or by passing papers with ideas written so that others can physically add to the group thinking. Other teams may utilize a modified approach where they think of ideas that achieve the opposite of their desired outcome to get thinking out of the box.

One techniques is to save discussion for later where the team is presented with the problem to solve and then sent back to work on other tasks while allowing the new problem and possible ideas to develop in the back of their minds for a given amount of time.

Story boarding or making picture illustrations to help develop new ideas and find solutions is a valuable visual technique. New insights can be reached when thinking about a task.

To encourage active participation and thinking role playing or having employees work out in a specific scenario can be employed for idea generation. (study.com)

How people perceive the message?

Stages of perception in Marketing

Sensation
Sensation describes what occurs when a person's senses are initially exposed to the external stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged by product or brand cues through sight, sound, smell, taste and texture. For example, Starbucks engages all the senses in its sensory brand marketing. A customer who enters a Starbucks coffee shop may hear the sounds and smell the aroma of the grinding of fresh coffee in the store. Background music and a unique store design round out the experience of the taste of hot or cold coffee and food products that can be enjoyed in-store at quaint cafe tables.

Attention
In consumer information processing, attention occurs when a person lingers and gives mental processing capacity to the external stimulus from a product or brand. Selective perception is when a consumer pays attention to messages that are consistent with her attitudes, beliefs and needs. When a product is inconsistent with these factors, the consumer will withdraw attention.

Interpretation
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product or brand marketing. Comprehension is aided by expectations and familiarity. A consumer scans his memory to retrieve previous experiences with the brand or a similar brand. Store-brand marketing frequently capitalizes on the interpretation stage when product packaging design contains logos, colors and other elements that are similar to national brands that consumers are generally more familiar with.

Retention
The conclusion of the consumer perception process is the retention stage. This is marked by the storage of product or brand information in short-term and long-term memory. The marketer's goal is to provide positive stimuli in the proceeding stages that translate into consumers storing the information about the product or brand into long-term memory.

(chron.com)

How to align created idea according to objectives?

• Develop your content strategy based on corporate goals and research.
• Create a content strategy that is based on themes that matter to your audience — but that intersect with what you offer — and detail the goals at the highest and lowest levels.
• Lay out a plan that specifies how you will execute your content marketing strategy. (contentmarketinginstitute.com)

Sources:

http://study.com/academy/lesson/what-is-idea-generation-definition-process-techniques.html
https://www.mindtools.com/pages/article/newCT_97.htm
https://www.cleverism.com/18-best-idea-generation-techniques/

http://smallbusiness.chron.com/stages-perception-marketing-22161.html

http://contentmarketinginstitute.com/2012/02/coca-colas-content-strategy-lessons-for-marketers/