Transcript of "Mastering the basics of Account Planning"
Mastering theBasicsRe-visiting the Foundationsof Account Planning
the sojourn: a confusion but a blessing.aligning transitional concepts with foundationalprinciples, importing the ideal into the real;until complexity gives way for complexsimplicity.
Strategy…. …from the Latin word “Strategos” – the artof the general The skill to be able to deduce an overalldirection from an enemy’s battle tactics,and to develop a better strategy that cangive you victory in the war.
Critical Components of aGood Strategy A SUSTAINABLE DIFFERENTIATOR – delivering on aproposition that your competition cannot duplicateeasily. KNOWLEDGE OF YOUR COMPETITION – your successdepends not just on you, but on your competition aswell. (Ref: Sun Tzu, Jon Steel – Perfect Pitch) KNOWLEDGE OF YOUR “BATTLEFIELD” – THE CONSUMER;knowing your consumer is a both a life skill and alifestyle habit, cos they are always changing and somust you.
Account Planning is basically deploying thebasics of Strategic Thinking on theAdvertising Task/Objective. THE ROLE OF THE PLANNER IS TO ENSURE THATTHE PLANNING IS DONE IN THE SOLVING THECLIENT’S PROBLEMS, NOT NECESSARILYDOING THE PLANNING HIMSELF.
The Planning Cycle – Stephen KingWhere arewe?Why arewe there?Wherecould webe?How couldwe getthere?Are wegettingthere?Status ofthe BrandBusiness/MarketingObjectivesPre-testing/Tracking
A Strategy Development TemplateDistinctivefrom theCompetitionTrue to theproductMotivatingto theConsumerCOMPETITIVEANALYSISPROPOSITIONPRODUCTINTERROGATIONTAUNDERSTANDING
3 Key Things – I have Better Questions… Context – why not test concepts and productsin the context of consumer experience? Why not observe how the consumer lives andbuys and eats and drinks? (MTN vs. Guinness inuse of football) Competition – do we need to respond tocompetition always? What if the competition can helps us win? Consumer
PROFILING THE CONSUMER SOCIOLOGY vs. PSYCHOLOGY The study of Group Behaviour vs. the studyof Human Behaviour The consumer that ADVERTISING talks to isAN INDIVIDUAL, NOT A GROUP.
9 CONCLUSIONS FROMCANNESWhich is also how I would have summarized mytake-outs as well.
Here We Go…1. Planning is a means of making stuff…it’spractical to the real world…2. Define the problem and set your objectives3. Planners are architects of choice and behavior4. Importance of decisiveness and commitment5. Planning is about brave strategy not just braveexecution – the planner needs to be bold intheir strategic choices…
Here We Go…6. The act of planning is much more important thanthe plan, it’s a constant way of thinking aboutproblems…7. You’ve got to let go…you can create the conditionsto some degree…8. The power of intuition is very key, cos you can neverhave all the information…9. The transfer of enthusiasm…planners need to comeout of themselves…
To a Strategist…SUCCESS andFAILURE have equal value…The critical question – did it work?If not, why, what can we learn?If it did, what can we learn, so we canrepeat the success?
USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THECONTEXT OF YOUR OWN LIFE Sentiments are overrated….in the finalanalysis, your life will be shaped by yourown choices, more than anything else. Live Creatively…if you limit your frame ofreference, you limit your mindset, andtherefore limit the possibilities in your life.(Ref: The Story of Phineas)
USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THECONTEXT OF YOUR OWN LIFE Do a Strategic Plan of your own life!!! USEFUL TOOLS: PESTLE SWOT The 1-Year Strategic Plan Template FOLLOW THE PLAN….AND ENJOY THEJOURNEY…