There are simply two main ways (of many) that you can take your small business’s marketing and advertising: inside-the-box, and outside-the-box. Basically, you can strive to do similar things to everyone else but better, or you can think outside-the-box and try something interesting, creative, and innovative.

Unification

Merge the idea with the medium

1. Simplify the idea in a short sentence.
2. Make a list the message’s components.
3. Review each component and define which mediums would best promote the message as well as has the most exposure to your target market(s).
4. Choose the medium.

Example:

Activation

Break the 4th wall and make the viewer participate

1. Simplify the idea in a short sentence.
2. Devise a test or question and answer that would involve activity of the relevant senses; the result of the test should prove the truth of the message.
3. List some media for the message and choose the most appropriate.
4. Choose a creative way that the medium can utilise physical participation.

Example:

Metaphor

Symbolise the idea with a metaphor

1. Simplify the idea in a short sentence.
2. Compose a list of symbols (objects, images, concepts) that are directly connected to the chosen message.
3. List product components.
4. Choose a symbol relevant to the target market(s) and fuse it with the most appropriate component of the product — keeping the key message in mind.

Example:

Subtraction

Take something away to add more meaning

1. Simplify the idea in a short sentence.
2. List the essential components of a standard advertisement.
   1. This may include: Title; Copy; Image; Product Picture; Logo/Brand; Product Name; The Medium of the Ad
3. Subtract each ad component from the advertisement individually, and choose the subtraction that best demonstrates the message.

Example:

Extreme Consequences

Highlight the comical consequences of the idea

1. List the core components of the idea or characteristic of the brand, product or service.
2. Choose the most positive/attractive component.
3. List the benefits of the certain components.
4. Brainstorm scenarios where the positive attribute leads to a negative, problematic or unexpected result. You can try to make it absurd or funny.

Example:

Absurd Alternatives

Replace the idea with something absurd

1. Simplify the idea and its solution in a short sentence; i.e. if you buy the product, this will happen.
2. List some alternatives that provide the same benefits/solutions as the idea.
3. Review the options and choose one that exaggerates the alternative to the idea in an absurd or comical way.

Example:

Inversion

What would happen without the idea

1. List the core benefits of the idea, brand, product or service.
2. Go through the benefits and try to devise scenarios where the idea is needed or where its absence leads to a negative or problematic result.
3. Develop the creative advertisement and make sure it’s absurd or exaggerated, as well as relevant to your target market(s).

Example:

Extreme Effort

An extreme example of the idea’s satisfaction

1. Think of unusual efforts that your business would do to satisfy the customer.

OR

1. Think of unusual efforts that the customer (or another factor) would do to get the product. That other factor could be anything from a child, to an animal.

Example:

Based on: Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads, Marketing Science: 18(3), pp. 333-351.