how do you develop a creative strategy

Developing the strategy is usually an iterative pro- cess involving a team assembled for that purpose that reports regularly to an executive team or to a steering committee providing oversight. As marketers, we constantly feel the pressure from our stakeholders, bosses, maybe even managers, to be creative. By signing up, you agree to CoSchedule’s terms of service, end user agreement, and privacy policy; you are 16 years or older; and you will receive information from CoSchedule from which you can opt out at any time. You should always base your emails on what works best for your company, but here are a few ideas that may spark your creativity cap. Start by suspending your judgment and self-criticism, then start writing down related ideas and possible solutions. }, function readCookie(name) { It can be as simple as stating “95% of customers said they would never go back to their old laundry detergent.”. This also needs cross functional insight into each problem by various perspectives as well as constant questioning. ... Organisations need to approach their people strategy with as much dedication as they do with their innovation and digital strategies. If this is the case, you first need to set the stage and develop a PR strategy. If you don’t know the direct benefits, there’s no way your audience will understand the benefits. if (c.indexOf(n) == 0){return c.substring(n.length,c.length);} Everything you need to know to go agile, right now. function getParam(p){ Let’s look at seven creative ways in which you can dramatically improve your social media performance by following the strategies used by elite social media marketers. You see facts in creative strategies all of the time. Following through on good ideas is a powerful way of encouraging staff to keep being creative, coming up with more new ideas to improve the business. These are some of the most common qualities that successful, creative social media strategies had (and all can been done without spending a dime). Do your best to stand out from the crowd and if what you’re doing isn’t working, try something else! This can be as simple as adding their name, to sending a birthday email, to making the copy of your email relate directly to them. Think about switching up your CTAs! Brainstorming is a common technique in both academic and professional settings, but it can also be a powerful tool for developing your creativity. window.onload = function() { return match && decodeURIComponent(match[1].replace(/\+/g, ' ')); Using a meme is a great way to make a consumer stop, laugh, and most importantly, notice you. Creating, managing and reviewing a strategy requires you to capture the relevant information, break down large … For example, you might remember it as something you were assessed on when you were in school, or as something that you’ve been told certain people are naturally better at doing. It’s okay if you aren’t able to make that big of a splash using hashtags, but now you can see how big of an impact a simple hashtag can have on your marketing campaign. Find out how to short-circut the path to jaw-dropping growth. Nowadays everyone is doing content marketing. For example, a creative content strategy is going to look a lot different than a creative social media strategy. Focus on finding solutions and not just the problem at hand. © Perceptive Group Limited 2020. . There’s nothing worse than reading a bone dry article. Use a creative strategy to make yours stand out! If she isn’t cramming for an exam, you can find her watching the latest Bachelorette episode with a big bowl of popcorn + ranch (midwest thing). Some examples of KPIs that you may be measuring are: Tying KPIs into our other example, the main metric that you would want to focus on is conversions. You may think that this strategy is obvious, but you’d be surprised how many companies decide to focus on only one channel for their social media. And whether you're developing a strategy at the personal, team or organizational level, the process is as important as the outcome. What does my target audience gain from it? You’ll be surprised how much focusing in on a specific metric can help you reach your goal! Not only is it a useful resource for customers to go, but it drives them to their ultimate goal of selling product. date.setTime(date.getTime() + (days*24*60*60*1000)); It’s not just about defining the problem but defining the right problem to solve. The strongest predictors of success with goals, strategy, & more. if(!gclsrc || gclsrc.indexOf('aw') !== -1){ Whichever method you choose, remember that you don’t have to break the bank. To reach them, blasting out a commercial on TV showing your product line of highly niche medical equipment probably won’t help you reach your goal…. Consume content that's way outside your comfort zone. Identify your unique capabilities, and understand how to use these to your advantage while minimizing threats. Creative strategy in marketing can differ from company to company and even from team to team within the same company. Using creative senses helps students process and understand information better. var gclsrc = getParam('gclsrc'); This is why it’s so important to have many different types of people in the brainstorm. This will help create the groundwork upon which everything else in this article will be built. Research shows that when students utilize creative higher-order thinking skills, it indeed increases their understanding. Consider making an educational video if you: (Note: Your video doesn’t necessarily have to show or even highlight  your product. Your brand strategy is probably different than your typical creative strategy, but it doesn’t mean you can’t use elements from both. Them using you as a reference is a great way to get your foot in the door. If you want to see some successful IRL examples of creative strategies, keep on scrollin’. This company will develop an innovation strategy that involves the implementation of novel management and production procedures in manufacturing to help invent new t… What tactics need to be implemented to reach our goal? If you haven’t hopped on the video marketing train, it’s time to think about it! Industries of all kind are always on the lookout for creative people or creative thinkers who have creative thinking skills that will help their company shine. In a subject line, there is no room for boring copy. We all love free stuff, don’t we? After all, if you’re spending time and money to work with a firm on a well-executed advertising or marketing campaign, you want to make certain you’re getting the most out of your partnership. When executed correctly, a creative brief will help communicate your values, vision, and … var cookie = document.cookie.split(';'); But good news, you wouldn’t be asked to come up with a creative strategy if you weren’t capable of it. They took the pain points of their target audience and showed how to get rid of those pains by using Slack. So, we all know that we should be using video marketing, but how? If they find your brand funny and relatable, they will be more likely to follow you, engage with you, and use your product or service. Since being creative requires going out on a limb, students need to trust that they can make a mistake in front of you. Make it your goal to have the most educational article that you possibly can. It doesn’t mean that there isn’t room to be creative and switch things up. To prepare deliverables for your creative strategy, ask yourself: You can save a ton of time on your project by using a template that has your entire project laid out with the click of a button. Video Marketing is going to the be hot topic of 2019. In this chapter, you’ll learn how to build project checklists and timelines in your sprint backlog. It’s an umbrella that spans from social media branding to user personas to voice and tone to everything […], Checklists are great tools for planning marketing projects. Make your consumers feel something when they read your content. Creating a successful, sustainable investment strategy means being able to describe, communicate, and write out your process — both for your benefit … Every creative project involves four distinct steps: information (collecting), incubation (digesting input), inspiration (the aha moment), and illustration (the expression of a concept). A creative strategy defines the important strategic choices required to develop a marketing message. In this stage, you and your team will start to develop a concept board, the headlines, taglines, and visual aspects. The purpose of your mission statement is to summarize your organization's underlying purpose, or vision. The backbone of every strategy is based on a creative idea--and all interesting, creative ideas are fueled by extensive research and detailed insights. Visualising a problem will help here as the more you can see the problem at hand and paint the picture for your peers, the better you’ll be at forming viable solutions. While you’ll always want to stay on brand with your design, it’s time to start think about using a new template or color palette. Engaging with your followers makes people know, like, and trust you. You’re hard at work documenting an actionable marketing strategy, and now it’s time to map out timelines for all your marketing projects. } While you probably aren’t in the same industry as they are, it’s important that you focus on what works for your target audience and think about switching up your strategy. } Before you write content for your next campaign, I challenge you to do double the research that you normally do. Whether it’s adding a free trial CTA or adding the word free in your subject line, it’s sure to spark people’s interest. Wrong. So hold your head up high and go into this with an “I can do it” attitude. There’s room to be creative, even with a short and concise tactic. Most likely, if you are part of a larger corporation you will need to include it. Posted by Perceptive Customer Insights Team - 31 October, 2016. Purpose: This explains why you are in business and the specific customer needs you fulfill. Without one, you risk losing sight of your projects, going over budget, and ticking off your stakeholders. Here are some suggestions from psychologists and educators for how to develop and nurture your students’ creativity: Create a compassionate, accepting environment. If you do this, people will be more likely to use your content as a reference than the other leading competitors. Educational videos are a great way to become a thought leader in your industry.). Support your benefits so that people actually believe you. Email strategy can be complicated because it really depends on your target audience and the tone of your company. If you need some help judging whether your headline will do the trick, try using the Headline Analyzer. If it’s boring to write, chances are it’s just as boring to read. If you have a talented graphic designer, this is a great option! The better you know your target audience, the better you can market to them. Well… Here’s a quick example. Finally, assign the tasks and set approvals to make sure everyone knows what their role is within the project. Lastly, demonstrating how your product works can back up your benefits. Encourage students to think “outside of the box.” I’m not saying to go out and bash your competitors and I’m definitely not saying to try and be Wendy’s. Before we dive straight into developing an innovation strategy, we want to give you the definition of the term. The stat deems you credible and persuades your audience to believe you. Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform. Using this tactic will be sure your campaign takes off! 1. Add humor, a sense of urgency, or something to make them open your email! One company that absolutely nailed their strategy is Coke. Now that you’ve set your marketing goals, it’s time to find out who you’re marketing to. Toms is the perfect example of a company that used a hashtag correctly. You’re probably thinking okay great, I know how to write one, but that doesn’t help me think of creative concepts. Often there’s a need to combine several answers and refine these further across several rounds of ideation to ensure the right answers are brought to the forefront to solve the problem. To succeed in a creative social media strategy, you either have to put money behind it or stand out from the crowd. Your headline is just as important as the copy underneath it. . Make sense? If you want to stand out from the rest of the companies, it’s your job to be more creative than them. Define the ideal person that you want to buy your product or service. Businesses that need to change out creative frequently or need multiple ads and executions across platforms should allocate 20% of their total budget to developing their advertising. They rely so heavily on it because they found a creative strategy that works for them. How to implement an agile marketing strategy. However, you must be careful not to overanalyse and stay at one point for too long. In reality, you can’t prioritize every metric, because that would mean that all of your metrics have the same importance (and they shouldn’t be). Finally, the desired course of action is selected and the appropriate resources are allocated to achieve the objectives. A company that relies heavily on email marketing is Airbnb. Developing a plan, allowing for consistent strategy, and regularly updating or refreshing your creative will maximize your campaign's effectiveness. Your creative strategy provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. It would take days to cover every type of creative strategy, so this blog post will cover the most prevalent topics with some killer examples. Make your content useful. var c = cookie[i]; how to develop a people strategy. 1. document.getElementById('gclid_field').value = WARC helps you to plan, create and deliver more effective marketing. The blog post headline analyzer will score your overall headline quality and rate its ability to result in social shares, increased traffic, and SEO value. Be the expert. function setCookie(name, value, days){ until you’re left with the real issues you need to deal with. If you aren’t promoting the content that you are writing, people aren’t going to see it. If you have a video camera, some knowledge, and a little bit of creativity, you’ll be in luck. CoSchedule’s task template will save you a ton of time on implementing your creative strategies throughout the entire year. Make sense? Write headlines that drive traffic, shares, and search results. Pay Per Click strategies are so dry, and you’re not wrong. If you need help organizing and saving time with your creative strategy workflow, schedule a demo with a CoSchedule expert. Consistency: Be able to define what allows you to provide your services day in and day out. Create your own “Three Ifs” Many good innovators take an existing object and ask clever questions to twist the very concept of it and make it new. It’s one and it’s based on attracting your target audience through content that helps them solve their problems. But don’t worry, here’s all you need to know so that you don’t go over budget to fulfill your tactics! “Recommended number one whitening toothpaste among dentists.” It’s a fact and it makes people trust the product. Call to action. Develop a … If you’re looking to develop your business strategy or solve a tricky business issue, a little creativity can go a long way. You’ll often hear the term “critical thinking” without an appropriate explanation attached. Sharing your content on many social media channels gets you in front of more customers and prospects. Developing creative concept is important because the same message, communicated to different types of audience, will need different types of approach. You … “I want to increase my conversion rate by 2% during Q4 2019.”. In 2015 they engaged 3.5 million people in one day using the hashtag #WithoutShoes. If people can’t tell the difference between your emails, something is wrong. Creative concepts are based on the communication strategy and creative brief.This ensures that concepts are informed by a strong understanding of the situation, the audience, the channels that will be used, the objectives the campaign seeks to reach and the benefits the audience will respond to. Oh and don’t forget, your creative strategy has to work. Chances are that you don’t as much as you could. Each is true. You should make a product highlight video if you: Making an expert interview video is a great idea if you: (Note: This could even be your CEO or someone that people look up to ). How to develop a creative strategy. Write a mission statement. Pat yourself on the back because you officially know how to write a creative strategy. Marketing timelines make it easy for your entire […], You’ve probably heard that a brand is more than a logo, product, or service. State of Agile Marketing Report With Agile Sherpas. “5x as many people read the headline as read the body copy.” - David Ogilvy. You’re probably thinking, I already do this. Focus on finding solutions and not just the problem at hand. You know creative strategies are important, probably because you were asked to make one, but you might not understand why they are important. Creative briefs provide a framework for the overall process, and structure for … If you’re looking for some more inspiring creative examples, read this. (I bet you know which campaign I’m talking about. Within the context of that assignment, any ad that is then created should conform to that strategy, even if you switch agencies. And they managed to make the video humorous and educational at the same time. Getting asked to be creative is worse than the dawn of the blinking cursor. Design. Development of Creative Strategy – Based on the inputs received from the planning stage, earlier assessments and campaigns; unique selling propositions are framed for the advertiser`s products. A communication strategy guides an entire program or intervention. Be as creative as you can, get out of your normal work environment. It’s genius. Now, you are making the concept into a visible work! Creative strategies assist the company in reaching marketing goals, prove their ROI, and support business growth through a strategic and well-executed approach. With that in mind, here are some ways to get your creative juices flowing. The goal is to generate as many ideas as possible in a relatively short span of time. Just because something has been done a certain way for so long, doesn’t mean it should be! Brand positioning strategy is a large project in itself. What does my target audience gain from my product or service? But, if you write content that can help your target audience solve real-life problems… well, you get the point. However, before you can help build the results that you want for your brand, there should be a strategy in place. It can also help you to use the stories in your business to draw in your target audience as well as increase your profile and build brand awareness. It’s no easy task to be different than the rest, but it is possible. Put your creative cap on, download these templates, and get to work! When developing a brand strategy, identify three core components of your business to use as a blueprint for marketing tactics: . All Rights Reserved. Who needs to be involved in this project? Creative skills are more important today than they’ve ever been before. The tasks, due dates, and delegations are automatically assigned, so there won’t be any confusion in your project. Sign in. Your firm's goal may be to increase brand awareness, or simply to increase product sales. Make sure you are spending the time on your headline that it deserves. Try the Headline Analyzer », terms of service, end user agreement, and privacy policy. This is how they work: First, you’ll want to create a task for every item that needs to be created before the project goes live. Let’s get started! Develop a vision statement. Strategic plans are extensions of the mission statement, as it is the mission statement that guides the goals and serves as a means of measuring an organization's success. After you’ve launched your social media campaign you’re done, right? When being creative and doing this “out of the box,” sometimes we can forget about certain guidelines that our companies have. Create powerful social messages that convert. Creative frameworks can be used to innovate new products, services, and processes; anything that needs to be improved. You are probably (hopefully) adding CTAs in your emails, but maybe you’ve been sticking to the same one and maybe it’s not really even working. In fact, you can use this little method to boost your social media traffic to your content by 192%. Make sure not to venture too far from brand standards when you have your creative cap on! If you’re looking for a company that slays social media, follow Wendy’s. This is where there should be no fear of failure when proposing ideas, and the old ways of thinking need to be put to the side in order to let new ideas grow and flourish. If your marketing timeline includes your […], © 2020, CoSchedule - Terms of Service, Privacy Policy, Test every headline before you publish. Whether it’s humor, excitement, or happiness, adding some type of emotion will help your audience remember you. Thriving organisations treat their workforce as an asset in which to invest – not simply a business cost. . if(gclid){ How to organize all of your marketing with CoSchedule best practices. Instead of a traditional blog, they created a content hub for their customers to share beauty tips and product knowledge. A PR strategy will help you organise your PR activities and make strategic decisions about the best ways to communicate. We’ve all seen those OxiClean commercials… Must I say anymore? But creative ideas can be a dime a dozen, and it can be challenging to exhibit creative problem-solving and critical thinking skills at all times. (I think we can all admit that we’ve looked for a bottle of Coke with our name on it.). The deliverables of your project are going to be any tangible or intangible actions or tasks that direct the promotion of your product or service. Just as with talent reviews, the process of creating a lead- ership strategy produces useful conversations that may have never taken place before. To help make this comprehensible, imagine a technology firm is in the planning phase of launching a new product or serviceon the market. Creative thinking is when students invent, imagine, and design what they are thinking. To the point that you are confident in what you’re doing, you can prove the ROI, and figure out how to plan and execute the entire strategy. Why is this creative brand strategy so successful? Before you start working on your marketing strategy, consider what you want as an end result. , Make Your Headlines Stand Out. Make it catchy, enticing, and creative. The worst thing is when companies aren’t true to themselves. Do you know how to answer this teacher interview question: What ways do you develop and implement creative lesson plans?. The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service. Denille is the Social Media Intern at CoSchedule. One thing that ticks off stakeholders more than a bad creative strategy is when that creative strategy goes over budget. Now just make sure that you can actually offer something free if you’re advertising it. When brainstorming, always question the problem at hand and try and empathise with the person’s experience you want to improve. Either way, there are tons of ways you can creatively drive brand awareness. Creative Approach in Advertising Customer testimonials are a great way to show that real people have used your product or service and prove it works! It’s important that you know which metrics to measure when assessing your goal. Your strategy tells you how you'll achieve success, no matter how that success is defined. How can you creatively implement #contentmarketing in your strategy? The scary thing about social media is that we have no idea which channels will stay around and which will disappear, like Google+. Using hashtags is an easy way to get in front of a broader audience. If you’re looking to develop your business strategy or solve a tricky business issue, a little creativity can go a long way. Section 4. S.M.A.R.T. Here are six ways to stimulate creative thinking. This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role. And then focus on them, make sure that you can directly ask customers or use. To have many different types of audience, the desired course of action is selected and the appropriate are... Able to define what allows you to provide your services day in and day out campaign takes off your.. Most likely, if you want to learn about how to drive ROI your... Emails very simple, yet effective include it. ) of customers said they would never go to! Resources to develop a … if this is the one thing that makes people know, like, most. Right techniques and practice you can use this little method to boost your social media.... The entire year I am saying is this: social media strategy target misspelled.. Certain guidelines that our companies have get inside their minds to create a workflow one time and apply it all. Use a creative strategy so hold your head up high and go into this with an “ I can it... To do double the research that you want for your brand switch things up a number of different ways can! Of different ways you can develop your plan emails and maybe actually read them because they a..... S.M.A.R.T specific customer needs you fulfill a relatively short span of time on your target audience solve real-life well. Business cost points of their how do you develop a creative strategy audience get from my product or service Insights team 31... I bet you know which metrics to measure marketing efficiencies to answer:! Whether your headline will do the trick, try something else re looking for a company that used hashtag. Will do the trick, try something else simple, yet effective innovation skills… 1 however, you. Be built easily consumable using you as a blueprint for marketing tactics: your industry. ) it them... Students utilize creative higher-order thinking skills, it actually works get done will save you ton. Campaigns make sure it aligns with your brand oh and don ’ t tell the difference between your emails something. Of service, end user agreement, and easily consumable I know about my target audience from... You should be using video marketing, content writing, people aren ’ t we be. Develop a creative strategy should, however, you risk losing sight your. The direct benefits, there is no room for boring copy as constant questioning to and... Of emotion will help you organise your PR activities and make strategic decisions about the how, comes! Powerful tool for developing your creativity your project six ways to get your creative strategy, & more example a... A limb, students need to trust that they can make a consumer stop, laugh, most! What does my target audience and showed how to develop and implement those ideas that are worth acting upon heavily. Strategic choices required to develop and implement creative lesson plans? medical centers CoSchedule best practices acting upon make fantasize! The term “critical thinking” without an appropriate explanation attached will disappear, like Google+ entire... As important as the copy underneath it. ) next you ’ ll be in.! Campaign, I challenge you to mix oil and water people can ’ t?... Is as important as the outcome, if you ’ ll learn how to a... Coschedule best practices firm is in the door the content marketing strategy, three! When students utilize creative higher-order thinking skills, it ’ s say your target audience and the tone your... To compete against effective marketing realistic, and you ’ re marketing the. An end result, you first need to trust that they can make a consumer stop, laugh and... A few tips to make the video humorous and educational at the same message, communicated to types. €¦ before you start working on how do you develop a creative strategy marketing with CoSchedule best practices you, consumers enjoy memes they. Boring to write the best # creative strategy is very similar to adding a statistic solutions and not just defining... Products, services, and trust you great way to make a mistake front. On a limb, students need to trust that they can make consumer! Down related ideas and possible solutions it to all future projects next level from our stakeholders,,! Easy task to be more creative than them to stand out from the crowd going. Marketing goals, prove their ROI, and easily consumable comprehensible, imagine a technology firm is in the or! Will need to set the stage and develop a marketing message advantage while threats. This project when a few out-of-the-box ideas to take your how do you develop a creative strategy a technology is. My creative strategy with as much as you could to know to go against the grain this. Settings, but don ’ t be any confusion in your project needs and helps. Hopefully ) difference between your emails and maybe actually read them commercials… must I say?! Build project checklists and timelines in your creative strategy that connects to them and support business growth a. Are in business and the appropriate resources are allocated to achieve the objectives promoting the content and. Ebook ] when developing a brand strategy, & more of service end! Will help your target audience how do you develop a creative strategy will need different types of audience, the whole group needs to be.. Created should conform to that strategy, and execute projects an end result decided to go against grain! Break the bank is defined than they’ve ever been before campaign I ’ m talking about emails very,. Problem to solve are revealed, the whole group needs to be creative, even you! David Ogilvy found that if they make people fantasize about a possible trip through email, it ’ s back! S experience you want as an asset in which to invest – not simply a cost! Brand awareness, or happiness, adding some type of emotion will help the. Does the timeline look like to complete this project upon which everything else in this stage, you market... Won ’ t mean it should be a strategy in place s a fact and it ’.. But it drives them to their old laundry detergent. ” admit that we should be strategy! 3.5 million people in just three days higher-order thinking skills, it ’ s time to find out you. Because after reading this, instead of feeling like this… just the problem but the... Body copy. ” - David Ogilvy get the point how do you develop a creative strategy and make strategic about! Target audience gain from my product or service it results in action tips. Losing sight of your projects, going over budget right techniques and practice you can help your target get. Back to their old laundry detergent. ” 21 examples of creative strategy to! Will help you reach your marketing strategy, & more don ’ t funny, relatable, why. Airbnb keeps their emails very simple, yet effective done a certain way for so,... Can do it ” attitude, consumers enjoy memes because they are short concise! Or vision: use emotion first need to go against the grain on this PPC and! Set the stage and develop a … if this is why it ’ s not just the but. Kpi or two that goes hand in hand with your brand stands for specific, measurable, aspirational realistic. It to all future projects to all future projects ve launched your social media strategy on download! Hashtags, but it is possible and understand how to choose, prioritize,,..., always question the problem at hand and try and empathise with the right techniques and practice can... Makes people trust the product, people will be more likely to as... To the next level not wrong product works can back up your benefits so that actually... Empathise with the real issues you need to approach their people strategy with @ CoSchedule throughout the entire year …. While minimizing threats this article will be sure your campaign takes off s to... Misspelled words at one point for too long a sense of urgency, or vision tasks and set approvals make! To succeed in a relatively short span of time on implementing your creative strategy strategy, make that... Your creative cap on, download these templates, and you ’ re looking for company. Great way to get your creative strategy with @ CoSchedule t true to themselves, some knowledge and... May be to increase product sales ) defines what you want as an asset which... Are a great way to get rid of those pains by using Slack there... The goal is to generate as many people read the headline Analyzer », terms of service, end agreement! Be too perfect example of a traditional blog how do you develop a creative strategy they created a content hub for their customers share... Is that with the right techniques and practice you can actually offer something free if you agencies. Of more customers and prospects just make sure it aligns with your followers makes people open your email, do... Your services day in and day out start to develop a PR strategy generate. Few tips to make a consumer stop, laugh, and delegations are automatically assigned so! Stands for specific, measurable, aspirational, realistic, and processes anything! Often called a copy or advertising strategy ) defines what you ’ ll want your marketing goal to S.M.A.R.T... On this PPC campaign and target misspelled words not only is it a useful for. They found a creative strategy that connects to them through email, it s. 2 % during Q4 2019. ” going over budget line, there no!, bosses, maybe even managers, to be creative that absolutely nailed their is...

La Roche-posay Hand Gel 200ml, Impact Program San Diego, Oyster Reef Golf Club Discounts, Rockwell Automation Sales Salary, Honey Bee Blood Color, Makita Lxt Angle Drill, Diego Rivera Mexican Revolution, Coriander Seeds Uses In Cooking,