The Art of Creative webinar

The Art of Creative
U n d e r s t a n d i n g t h e n e w w o r l d o f c r e a t i v e d e s i g n a n d h o w
t o d e v e l o p s t r a t e g i e s f o r s u c c e s s .

Dustin Cederholm
Digital Conversion Manger,
Fluid
Lee Houghton
Regional Account Manager,
YESCO Outdoor Media
Ryan Anderson
Creative Director/Partner,
Fluid
Dustin Cederholm has been engaged
in conversion optimization
professionally for more than 7 years.
His experience has helped
companies as small as 25 employees
with less than $1 million revenue
and as large as 2,500 employees
with >$1 billion revenue. He uses
advanced CRO techniques to turn
client’s site traffic into revenue.
Phil leads Fluid in its quest to
become the most innovative and
cutting-edge advertising agency,
emphasizing brand strategy and
creativity. His strengths include
identifying problems and
opportunities for businesses and
developing cost-effective solutions
that are in concert with bottom-line
business objectives.
@Dustin Cederholm @GetFluid @YESCOOutdoor
focused on working with local and
regional advertising agencies and
major accounts in the Salt Lake City
for the last 4 years. I have a strong
analytics background that I developed
over the years from working in the
online advertising world. And I like to
take that analytics knowledge and
apply it to the out of home/billboard
world.

@GetFluid
#FluidWebinarSeries
@YESCOOutdoor

It’s Different Now
E n g a g e Q u i c k l y

5
T O D A Y, R O U G H LY 2 . 4 B I L L I O N P E O P L E W O R L D W I D E U S E
T H E W E B .

6
I N T E R N E T P E N E T R AT I O N R AT E B Y G E O G R A P H I C R E G I O N

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HOW “POPULAR” IT IS—ACTIVE USERS
INTERNET PENETRATION RATE BY GEOGRAPHIC REGION

8
E v e r y d a y 2 . 7 b i l l i o n Fa c e b o o k l i k e s a r e r e c o r d e d a n d 1 7 5
m i l l i o n t w e e t s a r e s e n t .
4 b i l l i o n h o u r s o f v i d e o i s v i e w e d v i a Yo u Tu b e e a c h m o n t h .
7 P B s ( p e t a b y t e s , o r 1 0 t o t h e 1 5 t h p o w e r ) o f p h o t o
c o n t e n t i s a d d e d t o Fa c e b o o k e v e r y m o n t h .

9
I n 2 0 1 2 , t h e r e w e r e 6 b i l l i o n m o b i l e s u b s c r i b e r s . T h a t i s
e q u i v a l e n t t o 8 7 % o f t h e w o r l d p o p u l a t i o n .

10
2 0 1 3 w a s t h e y e a r “ m o b i l e r e a l l y h a p p e n e d .” 2 0 1 3 w a s t h e
y e a r o f a d o p t i o n . T h e i n t e r s e c t i o n o f c o n s u m e r b e h a v i o r
a n d t e c h n o l o g y r e a c h e d c r i t i c a l m a s s . W h a t w a s b e g i n n i n g
t o e m e r g e b e c a m e t h e s t a n d a r d i n 2 0 1 3 .
The Year of Adoption

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I n 2 0 1 4 , t h e r e w e r e m o r e m o b i l e d e v i c e s o n E a r t h t h a n
p e o p l e .
I n 2 0 1 5 , m o b i l e i n t e r n e t u s a g e i s g r e a t e r t h a n d e s k t o p .

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9 1 % o f m o b i l e i n t e r n e t u s a g e i s t o s o c i a l i z e , c o m p a r e d t o
7 9 % o f d e s k t o p i n t e r n e t u s a g e .

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W h a t d o p e o p l e u s e t h e i r m o b i l e p h o n e s f o r ?

How This Change Affects Our Brain

15
A s t e c h n o l o g y ( e s p e c i a l l y i n t e r n e t u s a g e ) b e c o m e s a
l a r g e r p a r t o f o u r l i v e s , t h e r e s u l t i s a c h a n g e i n t h e w a y
w e d i g e s t i n f o r m a t i o n .

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A U C L A s t u d y s u g g e s t s t h a t t h e
i n c r e a s e d t i m e w e s p e n d o n l i n e i s
r e w i r i n g o u r b r a i n s .
O u r b r a i n s a r e c o n s t a n t l y c h a n g i n g a n d
a d a p t i n g t o o u r e x p e r i e n c e s . T h e y g r o w
a n d a d j u s t .
T h e s t u d y s h o w e d t h a t m o r e a c t i v i t y i s
s e e n i n t h e p r o b l e m - s o l v i n g a n d
d e c i s i o n - m a k i n g a r e a s o f t h e b r a i n i n
t h o s e t h a t f r e q u e n t l y u s e t h e i n t e r n e t
t h a n t h o s e w h o d o n ’ t .

17
T h e s t u d y a l s o s u g g e s t s t h a t i n c r e a s e d u s e
o f t h e i n t e r n e t h a s a l s o c a u s e d t h e a v e r a g e
a t t e n t i o n s p a n t o d r o p .
A v e r a g e a t t e n t i o n s p a n i n 2 0 0 3 : 1 2 m i n u t e s
A v e r a g e a t t e n t i o n s p a n t o d a y : 5 s e c o n d s
S o m e o f t h e e f f e c t s o f a s h o r t e n e d
a t t e n t i o n s p a n i n c l u d e :
• F o r g e t t i n g n a m e s a n d d e t a i l s o f c l o s e f r i e n d s a n d
r e l a t i v e s .
• F o r g e t t i n g p o t s a n d p a n s o n t h e s t o v e .
• R e d u c e d a b i l i t y t o r e t a i n f a c t s a n d f i g u r e s .

Traditional Marketing vs. Digital Marketing

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Traditional vs. Digital Design
Image source = http://proterrablog.com/2014/08/12/tradition-vs-digital-who-wins/

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Traditional Marketing vs. Digital Design
P r o s & C o n s
Image source = http://www.seosolutionsindia.com/blog/2015/04/12/10-points-to-decide-why-digital-
marketing-or-traditional-marketing/

How To: Creative Design Strategy

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TWO SUGGESTIONS:
1. Simplicity
2. Storytelling

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“SIMPLICITY IS THE ULTIMATE FORM
OF SOPHISTICATION.”
- L E O N A R D O D A V I N C I

24
SIMPLIFY. SIMPLIFY. SIMPLIFY
- H E N R Y D AV I D T H O R E A U

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SIMPLIFY. SIMPLIFY. SIMPLIFY
- L U K E S U L L I VA N

26

27
STORY TELLING
(EMOTIONS)

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“PEOPLE DON’T READ ADS. THEY READ
WHAT INTERESTS THEM, AND SOMETIMES
IT IS AN AD.”
- HOWARD GOSSAGE

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https://www.youtube.com/watch?v=2V-20Qe4M8Y

30
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = R 5 5 e - u H Q n a 0

31
MAKE IT SHAREABLE

32
To o l s & Te c h n i q u e s
( a t h i n k e r ’ s s a m p l e )
T o o l s
B i l l b o a r d s
R a d i o
T V
M e m e s
A n i m a t e d V i d e o
V i r a l v i d e o
I n f o g r a p h i c
Q u o t e s
Q u i z z e s
T e c h n i q u e s
V i r a l
V i n e
Yo u Tu b e
S o c i a l
B l o g
A u g m e n t e d R e a l i t y
3 D I m a g i n g
P a r a l l a x We b s i t e

Ideas & Examples of Great Creative Design

34
Great Creative Design - Example
Tr a d i t i o n a l A d v e r t i s i n g

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Great Creative Design - Example
D i g i t a l M a r k e t i n g

36
Great Creative Design – New Idea
A u g m e n t e d R e a l i t y
https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRVMDQ5T8nf3JQoA3X0fnfe6Pg7A2MK3hcT2aXYS8qXfHjfcuJa
https://www.youtube.com/watch?v=vDNzTasuYEw

37
Great Creative Design – New Idea
3 D M a p p i n g Te c h n o l o g y
http://wizardstudiosglobal.com/projection-mapping/
http://andrewlogie.co.uk/2013/06/05/3d-projection-mapping-first-attempt/

IN SUMMARY
• The world’s population is plugged in.
• Mobile marketing dominates!
• Our brains have been rewired.
• Content design for simplicity and storytelling.
• Make content shareable.
• Think outside-the-box:
• Traditional advertising – The same but different
• Digital marketing – Omni-channel experiences
• Augmented reality
• 3D mapping

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CONTACT INFORMATION
F o r m o r e i n f o r m a t i o n c a l l o r v i s i t u s i n g t h e c o n t a c t d e t a i l s b e l o w :
Fluid
• 801-383-2848
• Fluid Homepage: getfluid.com
• Content marketing services: getfluid.com/services/content-marketing
• Marketing strategy: getfluid.com/strategy
• Marketing design: getfluid.com/services/design
• Hire us: getfluid.com/hire-us
YESCO Outdoor Media
• 801-218-2319
• YESCO Outdoor Media homepage: yesco.com
• Outdoor media & billboards: yesco.com/outdoor-media
• Request proposal: yesco.com/request-proposal

Questions?
U n d e r s t a n d i n g t h e n e w w o r l d o f c r e a t i v e a n d h o w t o
d e s i g n f o r s u c c e s s .

THANK YOU
Lee Houghton
Regional Account Manager,
YESCO Outdoor

THANK YOU
@GetFluid
#FluidWebinarSeries
@YESCOOutdoor

The Art of Creative webinar

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The Art of Creative webinar