There are a million ways to run a creative meeting. It's important, however, to find one that works for you and repeat it frequently. This is one way we like to run creative meetings.
Set the Rules
- It's important to be clear about the process up front
- No cell phones/computers, they will distract and hurt you creative process
- Identify the steps that are creative versus evaluative
Have everyone offer up ideas
- 'No bad ideas'
- No evaluating at this point
- Pure creative spew
- I'll have a future post with more ideas on how to brainstorm, ideate, brandstorm, and beerstorm ;)
Write the ideas down
- It's important to keep a record
Start over with new ideas
- Set all the previous ideas aside and start anew with #2
The next day, organize the ideas
- If you were writing on a white board or shared paper, copy everything to a digital location
Evaluate each idea
- how it can speak to your target
- how the medium will benefit/hurt the concept
- what are the negatives?
Rank the Ideas
- This can help give perspective to the kinds of concepts you have
If you have a stand out idea, go to #9
- If there is not a clear leader, take the top three, set them aside, and go back to #4
Evaluate the idea
- Really dig in: pros, cons, how it effects other marketing efforts.
- Is it good at this stage of the campaign? Should it be used to start a campaign, support it in the middle, end it?
- Is there a better way to do this? Cost? Scope?
- Now you have to execute. Good luck.
Couple things to remember
- Not every idea you decide on will work perfectly! After you've implemented it you have to assess and figure out: what worked, what didn't, how to improve.
- Don't get hung up if you don't feel inspired. The creative process is a practiced exercise so that you can come up with great ideas regularly and without the need for inspiration.
- Creative breaks are necessary. Do something that you don't have to be creative at. Go for a hike, ride a bike, play a video game, watch a movie. Live life a little so you have more experience to draw creative from! We'll talk more about this in a later post on ideation.
How do you run creative meetings? Is it similar? What works for you?