Ben Elton’s clever marketing ideas

Recently I’ve had cause to stop and admire various ideas in action. They’ve been arresting and clever. And each of them are superb examples of the sort of results you could achieve using a creative thinking technique called ‘Reverse Assumptions’.

The ideas:

1. Vending Machine which requires no coins. Use your mobile phone to make your selection from the machine, paying by credit card.
   The assumption :: That you need spare change to use a vending machine.
   
   

   credit card vending machine

   ::

2. Hamish and Andy – Australia’s hottest radio comedy duo – ran a ‘Supermarket Wedding’ where they walked the winning bride ‘down the aisle’ of a local grocery store.
   The assumption :: That the bride walks down the aisle at a church.
   
   

   Hamish and Andy walk bride down the supermarket aisle

   ::

3. A chemist chain in Victoria is running a promotion for members. Members are sent a set of discount stickers including 10%, 20% and 30% which they are invited to bring into the store and stick on any item they like before they take it to the checkout. ‘YOU decide which items are discounted’. I am trying to track down the name of the chemist and will update this post asap.
   The assumption :: That the retailer decides which items to discount.
   ::
4. Ben Elton’s new book :: Meltdown - has a big round yellow sticker on the front cover which compels you to lean in to read it. It says ::
   Feeling crunched? RING BEN NOW! 1300 726 265. He’ll tell you personally why you should read Meltdown. Local call charges apply. (australia)
   When you call the number you get a charming message from Ben himself chatting about the book. VERY clever.
   The assumption :: That the author doesn’t get a chance to market personally to the potential buyer.
   

   call ben elton for a message about his new book

   ::

5. Posh books :: These pretty notebook designs caught my eye at the local Officeworks. On closer inspection I found they were all puzzle books. Posh Word Search; Posh Logic; Posh Crosswords and Posh Sudoku.
   The assumption :: That puzzles appear in newspapers and boring puzzle books.
   

   groovy puzzle books

If these ideas inspire you to create some arresting ideas for your own business challenge – whether related to Marketing, PR, Team morale, Products or such – try the Reverse Assumptions technique listed below to get your ideas sparking.

How YOU can Reverse Assumptions and create an arresting idea:

1. Rule a blank page down the middle, vertically.
2. On the left, list all of the assumptions about your subject/challenge.
3. On the right, next to each assumption, list the reverse of that assumption. (ie : What is the opposite?)
4. Then, choose the 4-5 assumption reversals you like the best. The ones you’d like to explore further. Tick or asterisk them.
5. Now, on a blank page, list ways you could accomplish each reversal. (ie: How could you achieve it?)

Eg: How do we get our franchisees to use the new technology tools implemented by head office?

• Assumption: They resist any new technology
• Reversal: They embrace new technology with gusto
• How do we achieve this? We involve the franchisees in the creation of the new tools. We make the technology so seamless that it fits very easily into their existing daily routines.

• Assumption: The franchisees are resistant to head office offerings
• Reversal: The franchisees will not use any new tools unless they come from head office.
• How do we achieve this? Poach a handful of franchisees into new roles at head office. Or appoint random franchisees amongst the outlets to act as ??champions??.

Now, choose one idea and work it into a realistic/viable solution.

If working in groups

Write assumptions on index cards and put them into a bucket. Each group pulls out an assumption, works together as a group to reverse it and then works on ideas to turn the reversal into a viable solution.)

Set an action plan

Don’t forget to add time frames and delegate action steps to people. Use our one page Implementation Plan to assist. http://ideasculture.com/downloads/