Innovative Advertising Ideas Generation Tool

Perth-based advertising agency Breakthrough has released an original and innovative ideas generation tool specifically focussed on advertising. The card-based system is designed to assist in concept generation and media selection and is one of the cleverest concepts we've seen to help with brainstorming communications strategies. Adpack is a card-based tool made up of trigger or strategy cards which contain proven techniques that are current and relevant in today's business divided into three sections - Media, Offer and Power Words. Each of these cards can be combined to create powerful marketing ideas.

The Media Cards show you what advertising vehicles available to a business to carry its message to its public - not just the main media of television, radio, newspapers and magazines, but the niche media which can be very effective in targeting a specific audience - postcards, email and fax marketing, local newspapers, outdoor and so on. The front gives an idea of the cost of each media and the other side of the cardcovers pros, cons, hints and tips to get the most out of each media.

The Offer Cards are designed to prompt and develop the creative - the offer designed to draw people into your business and the Power Word Cards are 50 of the most powerful words in marketing when used in a headline or body text.

When more cards are combined in a 3x3x3 grid they encourage lateral thinking; allowing the development of up to 27 personalised and interrelated solutions that build on each other. Check out the flash tour of how it works here.

It all may sound a bit too simplistic but it's not - multiplying 50 x 50 x 50 gives 125,000 different combinations of cards, each combination capable of generating a rash of ideas.

Adpack is also an educational and lateral thinking tool designed to catalyse the brainstorming process and is an ideal way of including the people who know the business best (the staff) in the process.

Why we think Adpack is important?

Gizmo's entire staff has worked in advertising agencies at some point in their career. Advertising creative and media selection are two of the black arts of mainstream business. Get it right and your business will sing. Get it wrong and it'll be a costly learning experience at best. For a corporate, there's room to counter the major gaffes which occur in creating a presence and brand values around a business. For the Small to Medium sized Enterprise (SME) though, promoting its wares to the appropriate and most receptive target audience is a nightmare.

Budgets are limited and high efficiencies are required with much room less room for error. The driving force in SMEs is probably focused on entirely different things than promotion as the enterprise gets reduced in size to hundreds then dozens of people back to the source - the original butcher or baker or candlestick maker who took his craft and went into business.

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