Outside-in briefing


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  • Inside-out: starting point is the problem of the organization: need to earn more money / need to reach organzational objectives (help people to live healthy). Outside-in: starting point is the problem of the individual member of audience (consumer/ user/ etc.) or problem for society. ? How can we know the problem of the individual/ society? = research Balance inside-out & outside-in: how can organization help society / individual to solve his/ her problem? As comn specialists you know that you need additional info from the audience: research. This additional info might lead to a different interpretation of the assignment as given by the org., or an adaption of the assignment For example not just 25-35 year old, but 23-28 & 26-38, only if you have good reasons based on thorough research. & your research might lead to a different offer of the org.: different concept xxxxxxxxxxxxxxx 08/15/12 xxxxxxxxxxxxx
  • Mainly about Message: WHAT (not media, budget etc.) & finding a message which will be accepted by audience. (Obstacle: existing stereotypes/ perceptions etc. ; dominance of competitor ; etc.) Why would consumer believe our message? Proof for our claim? We wash cleaner, because we have the best laboratories. Start with understanding audience: look through their eyes: outside-in. What characteristics are relevant: male/ female; age; cultural background? It might help to make a persona: describe a typical member of the target audience, give him a name & make campaign for this person. Obstacle: why do consumers not use the product yet? = negative attitude towards brand/ this category of products/ don ’t know product/ don’t know benefits of product/ difficult to get & use product [EXAMPLE: X-Newz: expats don ’t like radio / don ’t use internet in car etc. If audience does not pay attention (due to info overload) the message will not even reach the audience & Domino of effects will not even start. If audience does not believe message then the attitude domino will not touch the behavior domino. Other obstacles might prevent domino from happening. WHAT (message) should lead to EFFECT: behavior & perception of brand (attitude). Brand: X-Newz should be perceived as authority / friend / hero / etc. (based on your research you will have to decide which perception offers most opportunities). Desired behavior: listening to X-Newz ; telling others about X-Newz ; etc. Behavior is effect of perception/ attitude: domino. Tone-of-voice & style should fit authority / friend / hero It is not just WHAT you say, but also HOW you say it: remember Nixon – Kennedy debate. Geursen, Goos; Hazewind op Gympen ; Stenfert Kroese, Leiden, 1998; p93-94: Belangrijkste punten van Briefing:   Wat beloven we? (De propositie.) Toetsstenen: Waarde(n)vol? Onderscheidend? Single-minded? Niet overdreven?   Waarom zou de consument dit geloven?   Tegen wie gaan we dit zeggen? De doelgroep. (Ook in termen van merkgedrag, interessen. Een mens van vlees en bloed neerzetten.)     Wat is de Grootste Barrière in het communicatieproces?   Wat moet reclame met het merk doen?     Wat is het gewenste gedrag?   Welke toon-en-stijl gebruiken we?     De rest van de briefing, zoals middelenkeuze, budget en marketingachtergronden, worden uiteraard niet vergeten. Main: message & effect : x content Other: how to deliver message :  [ ]  empty shell   xxxxxxxxxxxxxxx 08/15/12 xxxxxxxxxxxxx
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  • Plenary discussion afterwards: People might feel that you come too close, you are interfering with their personal matters. Unconsciously they will defend their territory: give vague answers, start to talk about something else, etc. Example: X = MICM Write results on whiteboard: characteristics of MICM what makes MICM special To what values is MICM connected? ?What could MICM-management do with these results? = use in campaign & content of study : develop concept for campaign & content that tabs into these values.
  • Outside-in briefing

    1. 1. Inside-out & outside-inbriefing CommunicationKnowledgeCenter@Outlook.com
    2. 2. Inside-out vs. outside-in Organization BRIEFING DE-BRIEFING Agency CAMPAIGN RESEARCH Inside-out Audience Outside-in CommunicationKnowledgeCenter 2
    3. 3. Job-position in Organizations CEO Comn Advisor Corporate Marketing Comn … PR Internal Comn MarCom PAJob Market … Advertisement Sponsoring Events … CommunicationKnowledgeCenter 3
    4. 4. Job-position in Agencies Board of directors Account Creative Strategic director Team Back office PlanningAccount Manager Art Copy Director WriterAccount ExecutiveAccount Assistant CommunicationKnowledgeCenter 4
    5. 5. Main items of abriefing (Geursen ’98 p93-94)1. Proposition: what do we promise?2. Why would consumer believe this?3. Target audience: to whom are we going to tell this?4. What is the Great Obstacle in the communication process?5. What should advertisement do with the brand?6. What is the desired behavior?7. What tone-of-voice & style will we apply? CommunicationKnowledgeCenter 5
    6. 6. Example of a briefingBer tolli CommunicationKnowledgeCenter 6
    7. 7. TITLE THE PRODUCT IS...BERTOLLI THE BRAND IS...ITALIAN ZEST FOR LIFESPREAD RELAUNCH SPREAD MADE WITH EXTRA (Key values - active, positive, vital, charming, light-hearted) VIRGIN OLIVE OILWHAT IS THE BUSINESS PROBLEM OR OPPORTUNITY? Keep Bertolli spread ahead of the game by communicating its relaunch with Extra Virgin Olive Oil (instead of pure olive oil) early in 2003.WHAT ARE THE OBJECTIVES FOR THIS COMMUNICATION?Create awareness that Bertolli spread is now made using Extra Virgin Olive Oil (EVOO).Make people feel happy and confident that Bertolli is now even more naturally good for you because it contains EVOO - the best kind of olive oil.Ensure that current users continue to buy the spread, and encourage new users to want to try it.WHO ARE WE TRYING TO ENGAGE? (and what competes for their attention?) Adults 25+ in Northern European countries who buy olive oil spreads, or who are interested in olive oil as part of the Mediterranean way of eating. They don’t know everything, but they do know that EVOO is the best kind of olive oil. For them, olive oil symbolises this highly aspirational approach to food and life, because it is a simple, natural, pure, high quality food that is also good for you. It has become their epitome of natural health. Our target really want to incorporate a little of this way of eating into their lifestyle, and olive oil products, like this spread, are an easy way to do this.WHAT IS THE SINGLE THING WE WANT TO SAY? BERTOLLI SPREAD IS NOW MADE WITH EXTRA VIRGIN OLIVE OILSUPPORTING IDEAS FOR THIS BRIEFEVOO is the best possible olive oil, because it is made by only gently pressing the olives (first cold pressing), so that it retains more of the essential nutrients and vitamins naturally found in olives.So EVOO is even better for you than other olive oils.Making Bertolli spread with EVOO is the natural next step in bringing people best quality, up to date products. TV - must work across several European markets. GBD PD CD JOB NO. THE PRACTICALS Use new brand communications platform. Must CommunicationKnowledgeCenter EVOO, but ensure that we don’t give the impression be crystal clear that Bertolli spread now contains 7 that the previous product format was inferior. 7
    8. 8. Schultz (96) Essentials of Advertising StrategyInside-out & outside-in briefing CommunicationKnowledgeCenter 8
    9. 9. Schultz (96) Essentials of Advertising StrategyCommunicationKnowledgeCenter 9
    10. 10. Schultz (96) Essentials of Advertising StrategyCommunicationKnowledgeCenter 10
    11. 11. Schultz (96) Essentials of Advertising StrategyCommunicationKnowledgeCenter 11
    12. 12. Schultz (96) Essentials of Advertising StrategyCommunicationKnowledgeCenter 12
    13. 13. Target Market Incentive Statement (Schultz 96)• To (user group), (name of brand) is the (product category) that (benefit of brand).• To ambitious people, VSM is the toothpaste that prevents cavities and maintains clean, white teeth.• Support: with fluoride & strong• What consumer wants from product; psychographic attributes : security & self-confidence CommunicationKnowledgeCenter 13
    14. 14. “Values can serve as standards thatguide our choices, beliefs, attitudes,and actions.” (De Mooij 2010 p46) • “Preferences can lead to action: change dirty into clean by washing.” (De Mooij 2010 p45) • “We all want to be clean, but to reach that goal, people use various methods. The Belgians use twice as much soap powder as their neighbors, the Dutch.” (De Mooij 2010 p45-46) • “We all want to be healthy, but how we remain healthy varies. In the south of Europe, more antibiotics are used than in the north.” (De Mooij 2010 p46) CommunicationKnowledgeCenter 14
    15. 15. Values, benefits & attributesimportant foroutside-in briefing• Link your message to what is already in the brain of the receiver. Link to what he prefers.• So, link to his values, they influence his behavior.• Support this by making values concrete in benefits of the product/ service/ brand: what’s in it for him.• Attract attention with attributes: what he immediately associates with the product/ service/ brand.CommunicationKnowledgeCenter 15
    16. 16. Attributes – Benefits –ValuesAttributes: with fluoride & strongBenefits: prevents cavities & clean, white teethValues: security & self-confidenceFigure: Levels of communication (De Mooij 2010 p155) CommunicationKnowledgeCenter 16
    17. 17. Exercise laddering interview(1)• Group of 3• A interviews B• C observes and makes notes: – Non verbal communication (mimicry etc.) – Attributes; benefits; values. CommunicationKnowledgeCenter 17
    18. 18. Exercise laddering interview(2)• Describe X please / First associations with X?• What makes X special? / Would you recommend X? Why?• Why have you chosen for X?• You have chosen for X because of Y; why is Y important for you?• You say Y is important for you. Why is Y important for you?• Etc. CommunicationKnowledgeCenter 18