the art of creative webinar

The Art of CreativeU 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.

https://twitter.com/DustinCederholm

https://twitter.com/GetFluid


https://twitter.com/YESCOOutdoor


@GetFluid

#FluidWebinarSeries

@YESCOOutdoor



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It’s Different Now

E n g a g e Q u i c k l y

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T O D AY , 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 .

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I N T E R N E T P E N E T RAT I O N RAT E BY G E O G RA 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

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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 ke 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 .

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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 .

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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

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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 .


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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 ff 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 fi 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 DesignP 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. S impl ic i ty

2. Storyte l l ing

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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

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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

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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







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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

https://www.youtube.com/watch?v=R55e-uHQna0





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MAKE IT SHAREABLE

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To o l s & Te c h n i q u e s( a t h i n ke r ’ s s a m p l e )


To o l s

B i l l b o a r d sR a d i o

T VM e m e s

A n i m a t e d V i d e oV i r a l v i d e oI n f o g r a p h i c

Q u o t e sQ u i z z e s

Te c h n i q u e s

V i r a lV i n e

Yo u Tu b eS o c i a lB l o g

A u g m e n t e d Re a l i t y3 D I m a g i n g

Pa r a l l a x We b s i t e

Ideas & Examples of Great Creative Design

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Great Creative Design - ExampleTr 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 - ExampleD i g i t a l M a r ke t i n g

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Great Creative Design – New IdeaA u g m e n t e d Re a l i t y

https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRVMDQ5T8nf3JQoA3X0fnfe6Pg7A2MK3hcT2aXYS8qXfHjfcuJahttps://www.youtube.com/watch?v=vDNzTasuYEw

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Great Creative Design – New Idea3 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 INFORMATIONFo 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

http://www.getfluid.com/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series

http://www.getfluid.com/services/content-marketing/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



http://www.getfluid.com/strategy/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



http://www.getfluid.com/services/design/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



http://www.getfluid.com/hire-us/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



http://www.yesco.com/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series

http://www.yesco.com/outdoor-media.html/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



http://www.yesco.com/request-proposal.html/?utm_source=slideshare&utm_medium=webinar&utm_campaign=fluid-webinar-series



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 HoughtonRegional Account Manager,

YESCO Outdoor

THANK YOU

@GetFluid

#FluidWebinarSeries

@YESCOOutdoor