Picture this: You are neither a copywriter nor an art director. In fact, you have had no prior association with advertising at all, yet you've managed to come up with a novel campaign idea—a high-concept idea that no one's ever executed or even thought of.

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	Many make the mistake of giving up on an idea as soon as it is born just because it doesn't relate to their area of expertise. They feel that since advertising is not their forte, they shouldn't try to contribute.

What should you do?

1. Don't ditch it!

Many make the mistake of giving up on an idea as soon as it is born just because it doesn't relate to their area of expertise. They feel that since advertising is not their forte, they shouldn't try to contribute.

Do not become one of them.

The best thing about advertising ideas is that they can originate in anybody's mind. Did you know that an idea coming from a layman is, on many occasions, considered more radical than that of an expert? This is because a layman, unlike an expert, isn't caught up in the rules of the system in which the expert operates. When someone isn't aware of the box, he or she usually thinks outside of the box.

2. You don't need to make a dash for Madison Avenue.

Times have definitely changed. And with the times, companies have changed, too.

Companies are now opening themselves up to consumer-generated advertising. This is evident from the fact that many companies hold contests in which consumers are asked to create and submit their ads. For example, in MasterCard's "Priceless" campaign, which ended on May 28, 2006, people were asked to submit their own commercials. The best were shown nationally.

This is, in itself, very clever. Involving consumers generates results that will appeal to target audiences. Any company encouraging this type of advertising will be sure to hit the nail on the head as far as consumer insight is concerned.

3. Home sweet home?

If you have the right software resources and are computer savvy, you can easily create your own commercials from the comfort of your home. Chances are much of your work will get picked up by advertising blogs and spread across the Internet.

Moreover, in the absence of deadlines, you will be able to avoid compromising quality and creativity.

4. Research.

Good research benefits you in two ways:

• It improves your understanding of the idea in terms of its feasibility and scope and helps you arrive at a strong concept for your ad campaign.
  
  
• When you demonstrate how much research you've conducted to a person you need to convince, you will be viewed as serious and capable of delivering results.

5. Pitch it!

Whether or not they have outside ad agencies, all companies have marketing departments, and those who work in them are the people you should approach. If you can impress them with your ideas, they are the ones who can get the ball rolling for you.

6. Be ready.

Be ready to receive a cold reception. Be ready to face a hundred rejections. Be ready to go from one locked door to the next. Be ready to brave it all. Before you know it, doors will be opening, warm smiles will be greeting you, appreciative nods will complement your presentations, and your ideas will be realized.

On the net:

Pitching Your Own Ad Campaign Idea
advertising.about.com/od/askapryl/a/askpitchingidea.htm

On Advertising: Pitching and Pitfalls
www.iht.com/articles/2006/03/12/business/ad13.php

Perfect Pitch: The Art of Selling Ideas and Winning New Business
www.amazon.com/Perfect-Pitch-Selling-Winning-Business/dp/0471789763

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