Kelsey Finley, Copywriter
Digital Summit is happening this week here in Kansas City, which got me thinking back to when I attended last spring. It’s a really cool conference, focused on the latest trends, technologies and best practices for staying relevant in the digital landscape. And, coming from someone who can practically fall asleep standing up, I can tell you that each session fully kept my attention. But there was one in particular that stood out and stuck with me.
The speaker’s name was Mike Albanese, an actor and comedian. This guy was hilarious, and I found that following him on Twitter (@bigmanmike) was a great idea. During his session, he shared a technique that he uses both for comedy writing and for brainstorming in general. He called it the “Ladder Method,” which anyone in a marketing or advertising role can use, especially when searching for that next big idea.
Here’s how it works: When you’re asked to come up with a fresh ad campaign, email or catalog, draw a ladder on the whiteboard. At the bottom of the ladder, jot down something your brand is currently doing or has already done. Then, at the top, write the coolest, craziest, funniest or most exciting idea you can think of – even if it’s a singing, dancing shark (oh wait… Katy Perry already took that one). Fill in the middle steps with your next best ideas that you can move on to if the top one doesn’t pan out.
Because there’s a chance that your wildest idea at the top of the ladder may not work for your audience, or that it may be too risky for your brand. And if so, don’t sweat it. Simply work your way down and see if you can land near the top or at least somewhere in the middle of the ladder. The point of the exercise is to find an idea that will disrupt your audience, but not so much that you lose them entirely.
One of the best examples of staying at or near the top of the ladder, which Mike Albanese used during his Digital Summit session, is Kmart’s free shipping commercial from 2013. The Kmart name had lost its relevance, so the 50-year-old retailer set out to get noticed in a big way. Their commercial told customers that if they couldn’t find something in the store, Kmart would ship it to their home for free. “Ship my pants? Right here?” asks one surprised shopper. “I just shipped my pants, and it’s very convenient,” says an elderly customer. The commercial went viral, and was viewed millions of times before it even aired on television. While it wasn’t enough to significantly boost sales, the commercial managed to draw a lot of attention to the otherwise stale brand.
Being funny might be at the top of the ladder for you. In Kmart’s case, they didn’t have much to lose, so they went all in. But comedy isn’t the only way to win your audience over, especially since it’s subjective. Remember, there are plenty of other steps on the ladder, which could include ideas like quirky photography, fun wordplay or catchy subject lines. Wherever you end up, just make sure it’s not at the very bottom. The bottom of the ladder is boring. But your brand isn’t.
Oh, and if you haven’t seen the Kmart shipping commercial, here it is.
Need help climbing to the top? We’re here to help make your advertising dreams come true. Send me an email at kelseyf@jschmid.com.
Tags: ad campaign, campaign, Digital Summit, Kelsey Finley, Ladder Method