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The Art of Creative

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The Art of Creative Understanding the new world of creative design and how to develop strategies for success.


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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.


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@GetFluid #FluidWebinarSeries @YESCOOutdoor


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It’s Different Now Engage Quickly


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5 It’s Different Now TODAY, ROUGHLY 2.4 BILLION PEOPLE WORLDWIDE USE THE WEB.


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6 It’s Different Now INTERNET PENETRATION RATE BY GEOGRAPHIC REGION


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


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8 It’s Different Now Every day 2.7 billion Facebook likes are recorded and 175 million tweets are sent. 4 billion hours of video is viewed via YouTube each month. 7 PBs (petabytes, or 10 to the 15th power) of photo content is added to Facebook every month.


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9 It’s Different Now In 2012, there were 6 billion mobile subscribers. That is equivalent to 87% of the world population.


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10 It’s Different Now 2013 was the year “mobile really happened.” 2013 was the year of adoption. The intersection of consumer behavior and technology reached critical mass. What was beginning to emerge became the standard in 2013. The Year of Adoption


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11 It’s Different Now In 2014, there were more mobile devices on Earth than people. In 2015, mobile internet usage is greater than desktop.


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12 It’s Different Now 91% of mobile internet usage is to socialize, compared to 79% of desktop internet usage.


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13 It’s Different Now What do people use their mobile phones for?


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How This Change Affects Our Brain


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15 How This Change Affects Our Brain As technology (especially internet usage) becomes a larger part of our lives, the result is a change in the way we digest information.


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16 A UCLA study suggests that the increased time we spend online is rewiring our brains. Our brains are constantly changing and adapting to our experiences. They grow and adjust. The study showed that more activity is seen in the problem-solving and decision-making areas of the brain in those that frequently use the internet than those who don’t. How This Change Affects Our Brain


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17 How This Change Affects Our Brain The study also suggests that increased use of the internet has also caused the average attention span to drop. Average attention span in 2003: 12 minutes Average attention span today: 5 seconds Some of the effects of a shortened attention span include: Forgetting names and details of close friends and relatives. Forgetting pots and pans on the stove. Reduced ability to retain facts and figures.


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Traditional Marketing vs. Digital Marketing


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


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20 Traditional Marketing vs. Digital Design Pros & Cons Image source = http://www.seosolutionsindia.com/blog/2015/04/12/10-points-to-decide-why-digital-marketing-or-traditional-marketing/


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How To: Creative Design Strategy


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22 How To: Creative Design Strategy TWO SUGGESTIONS: Simplicity Storytelling


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23 How To: Creative Design Strategy “SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION.” LEONARDO DA VINCI


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24 How To: Creative Design Strategy SIMPLIFY. SIMPLIFY. SIMPLIFY - HENRY DAVID THOREAU


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25 How To: Creative Design Strategy SIMPLIFY. SIMPLIFY. SIMPLIFY - LUKE SULLIVAN


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26 How To: Creative Design Strategy


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27 How To: Creative Design Strategy STORY TELLING (EMOTIONS)


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28 How To: Creative Design Strategy “PEOPLE DON’T READ ADS. THEY READ WHAT INTERESTS THEM, AND SOMETIMES IT IS AN AD.” - HOWARD GOSSAGE


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29 How To: Creative Design Strategy https://www.youtube.com/watch?v=2V-20Qe4M8Y


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30 How To: Creative Design Strategy https://www.youtube.com/watch?v=R55e-uHQna0


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31 How To: Creative Design Strategy MAKE IT SHAREABLE


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32 Tools & Techniques (a thinker’s sample) How To: Creative Design Strategy Tools Billboards Radio TV Memes Animated Video Viral video Infographic Quotes Quizzes Techniques Viral Vine YouTube Social Blog Augmented Reality 3D Imaging Parallax Website


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Ideas & Examples of Great Creative Design


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34 Great Creative Design - Example Traditional Advertising


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35 Great Creative Design - Example Digital Marketing


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36 Great Creative Design – New Idea Augmented Reality https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRVMDQ5T8nf3JQoA3X0fnfe6Pg7A2MK3hcT2aXYS8qXfHjfcuJa https://www.youtube.com/watch?v=vDNzTasuYEw


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37 Great Creative Design – New Idea 3D Mapping Technology http://wizardstudiosglobal.com/projection-mapping/ http://andrewlogie.co.uk/2013/06/05/3d-projection-mapping-first-attempt/


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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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39 CONTACT INFORMATION For more information call or visit using the contact details below: 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


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Questions? Understanding the new world of creative and how to design for success.


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THANK YOU Lee Houghton Regional Account Manager, YESCO Outdoor


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THANK YOU @GetFluid #FluidWebinarSeries @YESCOOutdoor


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