Media Planning Workshop

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Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.

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Media Planning Workshop

  1. 1. Workshop to help brand leaders make strategic and executional decisions on media plans for their brands Managing your brand’s Media Investment
  2. 2. We make brands stronger. We make brand leaders smarter. Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training
  3. 3. We make brands stronger. We make brand leaders smarter. Get Smarter about Marketing Visit beloved-brands.com Over 4 million views from marketers getting smarter
  4. 4. How to think strategically Write smarter Brand Plans Create winning Brand Positioning Statements Write smarter Creative Briefs Be smarter at Brand Analytics Get better Marketing Execution How to build Media Plans How to run your Brand Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10 Workshop for brand leaders to help them make strategic and executional decisions on your brand’s media planning. Think of media as an investment, a strategy choice in helping grow your brand. Beloved Brands training programs are designed to make your team of BRAND LEADERS smarter
  5. 5. We make brands stronger. We make brand leaders smarter. BIG IDEA connects consumers at every touchpoint forming a tight bond, while reflecting the inner soul of your brand and desired external reputation. FOCUS of your limited resources to strategic breakthrough points, moving consumers along the brand love curve towards your vision. PASSION in execution creates breakthrough ideas that surprise and exceed consumer expectations, becoming a favorite brand of the consumers. Big Idea CORE INGREDIENTS OF BRAND LOVE Brand Love Passion
  6. 6. We make brands stronger. We make brand leaders smarter. Marketing Process Think Plan Decide Results Execute
  7. 7. We make brands stronger. We make brand leaders smarter. Develop INNOVATION PLAN that uses a stage-gate process to drive new ideas, concepts, testing, launches through the system. Build brand experience by Influencing the CULTURE by creating a BRAND CREDO that frames the purpose, values and sets up the service behaviors. 2 4 5 3 1 CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& COMMUNICATIONS BRIEF helps focus decisions on CREATIVE and MEDIA focus on build a brand story that establishes a unique own-able positioning that moves consumer to think, feel and act. 6 Focus your MARKETING EXECUTION to create a bond with consumers to drive growth for your brand. Influencing the PURCHASE MOMENT with channels, merchandising and e-commerce At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Own-able Motivating High High Low Low Use the BIG IDEA MAP to lay out the brand promise, story, innovation, purchase moment and experience for the brand. Promise Experience Purchase Moment InnovationStory Big Idea BrandConsumer Align execution to CONSUMER BUYING SYSTEM to focus on moving consumers from awareness to purchase to repeat and to loyalty.
  8. 8. Get better Media Plans The role of media in changing consumer behavior in a way that drives the brand’s bond, power and profit. How to strategically leverage your Media Investment to help build a stronger, more powerful Brand Using traditional media options to drive your brand Using on-line media options to drive your brand 1 3 2 4
  9. 9. 1 The ROLE OF MEDIA in changing consumer behavior in a way that drives the brand’s bond, power and profit.
  10. 10. We make brands better. We make brand leaders better. The role of BRANDis to create a UNIQUE, OWN-ABLEand MOTIVATINGbrand IDEA that transforms the brand’s purpose-driven SOULinto a brand REPUTATION that connects quickly and lasts in the minds and hearts of the CONSUMER, generating a tight BOND, POWER  and PROFITbeyond what the product alone could achieve.
  11. 11.   Marketing Execution As brand leaders, we don’t really do anything at all. In fact, everything we execute is through either external or internal creative people. Marketing Execution includes paid advertising, social media, search media, home page, event marketing, public relations, package design, in-store signage and displays, promotions, professional marketing and B2B marketing. We can see a difference between those who are good at Marketing Execution and those who are not. Simply put, the good ones consistently get good Marketing into the market, and they consistently keep bad marketing out of the market. Those good at Marketing Execution have creative leadership, communicate their expectations and desires, stay strategic at every turn, use their instincts and have strong decision making skills. They also sell it into their company every time.
  12. 12. MARKETERSmust think of MEDIAas an INVESTMENTthat connects with CONSUMERS at the point they are most willing to ENGAGEin your BRAND STORY, getting them toTHINK, FEEL or ACTdifferently enough to provide higher SALES, SHAREand PROFITSbeyond the media investment.
  13. 13. “Half the money I spend on advertising is wasted. The trouble is I don't know which half.”
 John Wanamaker
  14. 14. We make brands stronger. We make brand leaders smarter. We have some long term thoughts on where the brand can go (vision) and and an inspiration that keeps us going (purpose). Those thoughts help shape the things we want to achieve (goals) with our brand. To get started, there are things that are getting in the way (key issues) of us achieving our goals. The brand has various options for how to get there. We apply our resources (budget/people) against the best options. We try to focus on a slice of the population (target), gets them to take an action (desired response) to make the brand bigger/ better/stronger (strategic result). The brief lays out what to say (main message), how to talk to them to trigger that action (tone) and re-enforces why we can do it and others can’t. (positioning) We then create the most motivating stimulus (product, ad, promotion, experience) to get them to take action and put it in part of their life where they are most likely to hear it and act on it. (medium/channel/service) Describing the entire planning process sounds pretty simple. Yet, how come it’s so difficult to write a good plan? Brand Plan Positioning Execution
  15. 15. We make brands stronger. We make brand leaders smarter. Vision/Purpose Positioning Big Idea Brand Concept Objectives/Strategies/Tactics Advertising Strategy Creative Brief Creative Expectations Advertising Big Idea Script Tone/Feel Production Execution Planning (Brand Plan) Communicating (Briefing) Execution (Aligning w/strategy) Market Feedback (Brand Review) Managing the entire process leverages planning, briefing and the final executions
  16. 16. We make brands stronger. We make brand leaders smarter. It is one thing to come up with strategy, but another to consistently stay on strategy through execution As you move from planning to execution, there are 3 key media check ins: 1. At the strategy level, work with media guidelines to pick a lead media based on what you need to accomplish with the media. 2. Agency should be present Big Ideas, across a media range including 30-second TV, simple billboard and long print, to see how it could work almost every medium—TV, theatre, OOH, magazine, print, on-line, digital, viral, search, social, in-store. 3. Final media decisions should get made as you see the application of the creative within each media choice. Media Range Final Media Decisions Media Guidelines
  17. 17.   It’s always hard to decide what to pick first, the media or the creative. On your next creative process, ask for 30 second TV, long copy print and billboard versions of each idea.
  18. 18. We make brands stronger. We make brand leaders smarter. How brand leaders should manage the MARKETING EXECUTION PROCESS at every stage Focused Brief   Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work   Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session   Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations   Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting   Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo   Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In:   Keep your boss aware, sell-in where needed. Ad Testing   Use testing to confirm your pick, not make your decision. Gain Approval   Sell in the Ad. Be ready to fight resisters to make it happen. Production   Manage the Tone to fit the brand. Always, get more than you need Post Production   Talk directly with and leverage every expert The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspire and yet challenge 1 6 7 4 5 3 2 8 9 10
  19. 19. We make brands stronger. We make brand leaders smarter. Brand Leaders need to weave Media Choices throughout the creative advertising process Focused Brief   Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work   Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session   Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations   Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting   Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo   Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In:   Keep your boss aware, sell-in where needed. Ad Testing   Use testing to confirm your pick, not make your decision. Gain Approval   Sell in the Ad. Be ready to fight resisters to make it happen. Production   Manage the Tone to fit the brand. Always, get more than you need Post Production   Talk directly with and leverage every expert 1 6 7 4 5 3 2 8 9 10 Media decisions should flow throughout the Creative process—so that you’re not too stiff on options, nor off strategy with a wacky idea Media  Range Final  Media  Decisions Media  GuidelinesA B C
  20. 20. We make brands stronger. We make brand leaders smarter. Ideas Advertising, PR, In Store Simple 3-step process to build an Executional Plan before the Brand Plan is fully baked. Step One Brand Team briefs all agencies at the same time, outlining brand strategies in the plan. Step Two Each agency presents their ideas separately. Brand Team gives direction to each agency and tries to piece the tactics together. Tactical Plan Advertising, PR, In Store Step Three Agencies work together to align, build on, enhance and narrow tactics down and present a consolidated plan. Brand Plan Vision, Mission Strategy Give Agencies 2-3 weeks to come back with their ideas. Bit of a buffet. All Agencies work together over 2-3 weeks to create a complete cohesive plan. With so many agencies, each working on their own, aligning everyone becomes the hardest task to staying on strategy
  21. 21. We make brands stronger. We make brand leaders smarter. Long Copy Print On your next creative process, ask for 30/60 second video, long copy print and billboard versions of each idea. When you ask for: Billboard • TV (15s, 30s, 60s) • Movie Theatre Ads 30/60 second video Can be re-purposed to fit these media options • Newspaper/magazine • Social Media content • Outdoor Billboard • Digital Billboard Seeing how each creative idea plays out in the 3 core media options allows you to see which media might fit best for that creative idea. • Viral Video • Website video • Website information • PR/website, brochure • In-store display sign • Magazine back cover
  22. 22. We make brands stronger. We make brand leaders smarter. 2 How to strategically leverage your Media Investment to help build a stronger, more powerful Brand
  23. 23. 2 How to strategically leverage your MEDIA INVESTMENT to help build a stronger, more powerful Brand
  24. 24. We make brands stronger. We make brand leaders smarter. • Instead of figuring out who you want, focus on who wants you!!! • Pick the target that is most motivated by what you do. Target Everyone Not Not A good target not only decides who is in your target but who is not in your target. Not Not Everything starts with a focused customer target
  25. 25. We make brands stronger. We make brand leaders smarter. Difference between “selling” and “marketing” target Selling Target: Reactively sell to those who engage and show interest in your brand, regardless if they fit your ideal target. Do not spend your limited resources as you have seen no signs that they’ll respond enough to provide an efficient pay back. Marketing Target: Focus your limited resources on those consumers most motivated by what your brand offers, those most likely respond to your brand story and product offering, which then turns into the fastest, highest return on investment and effort. Program Target: Specific campaign target that you hope to move to think, feel or do with your specific marketing program. Spreading your limited resources (financial, people, time) across an entire population is cost prohibitive. While targeting everyone “just in case” might safe at first, it is riskier because you never see the full impact of your effort to know if it worked.
  26. 26. We make brands stronger. We make brand leaders smarter. Consumer Target Profile Target Consumer Target Name Pro-Active Preventers Demographic Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: We want them to try Grays to see if they like the great taste. • Feel: We want them to feel more in control, with less guilt.
  27. 27. We make brands stronger. We make brand leaders smarter. The change in the consumer should drive your Media Planning more than the change in media 1. Consumers see more brand messages than their brains can handle. 2. Consumers are constantly multi-tasking—driving, walking, talking. 3. Consumers are tired of being burned by faulty brand promises. 4. Consumers now take control and action over the buying process. 5. Consumers connect with brands they believe in. 6. Consumers reward amazing experiences over products alone. 7. Consumers explore rationally, but stay emotionally. Stop fitting consumers into your new media activities. Lead with consumer and fit media to their life. The most loved brands are driven by big ideas, focus and passion. The smartest brands are managed with sound fundamentals.
  28. 28. We make brands stronger. We make brand leaders smarter. Line up strategy behind your brand’s core strength PromiseProduct Price Experience Highly Competitive Medium LowFocus on what you are best at. Let go what matters the least. We give 4 chips, forcing one at the high, two at the middle to support the strength, and let go of one at the low.
  29. 29. We make brands stronger. We make brand leaders smarter. How your brand’s core strength helps guide strategy • Establish reputation for superiority • Invest in Innovation to stay ahead of competitors • Rational selling and product focused communication, directly calling attention to differences. • Challenge yourself to evolve and grow by creating an emotional connection. • Own low price, attack any challengers. • Focus on efficiency with low cost & volume. • Invest time in production/sourcing, using power to win negotiations. • Need good solid products, consumers willing to accept lower experience. • Call to action style communication • Focus on building Big Idea and everything (product, experience) lined up under it. • Invest in brand communication that connects with motivated audience. Leverage brand lovers to influence. • Emotional selling and advertising. • Know where price matters or does not. • Focus on building a culture and organization with the right people. • Invest in training the face of the brand. • Use purpose and values to inspire & guide team. • Word of mouth, earned media, social media, key influencers, testimonials. PromiseProduct Price Experience
  30. 30. We make brands stronger. We make brand leaders smarter. Consumers first connect with a brand’s BIG IDEA, which should be an outer reflection of the BRAND SOUL Big Idea Consumer Brand BIG IDEAS that help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand.
  31. 31. We make brands stronger. We make brand leaders smarter. Use big idea to connect and separate brand from competitors Use your brand’s differences to move consumers Keep your brand fresh and on top of trends Move consumers through buying system Consistently over-deliver the promise Consumer Brand To ensure a consistent brand delivery, line up all 5 consumer TOUCH- POINTS underneath the BIG IDEA Promise Brand Story Innovation Purchase Moment Experience Big Idea Positioning Communication Product Development Selling Operations & Culture
  32. 32. We make brands stronger. We make brand leaders smarter. BIG IDEA allows consistent delivery of the brand story with a big CREATIVE idea and MEDIA execution BIG IDEA should guide CREATIVE IDEA that sets up the Master Brand as well as sub brands or sub messages… …the MEDIA PLAN should also leverage BIG IDEA to balance how to execute the Master Brand and sub brands or other mediums. Creative  Big  Idea Master  Brand   Anthemic  Campaign Sub  Brand   Campaign Sub  Brand   Campaign Sub  Brand   Campaign J F M A M J J A S O N D  TV  TV  TV Facebook Event Event Sampling Digital Twitter In  Store  Displays  PR  PR  Facebook FacebookWeather  Twitter YouTube Big Idea
  33. 33.   Awareness by itself should never the end goal of media   In a crowded media world, an Ad that is seen but with little engagement is wasted investment. Media must balance efficiency and effectiveness with impact to create a change in the consumers’ behavior—to get them to think, feel or act differently than before the brand engaged with them.
  34. 34.   Media decisions should focus on where your consumer is, not where the media is. Everything should start and end with the consumer in mind
  35. 35. We make brands stronger. We make brand leaders smarter. Where you are on the Brand Love Curve focuses your brand on what strategy to guide your next move. LIKE IT BELOVED INDIFFERENT LOVE IT Establish your brand in the consumer’s mind Separate your brand from the pack to create a following Continue magic and get loyalists to speak on your behalf Tug at heartstrings to tighten bond with your most loyal
  36. 36. We make brands stronger. We make brand leaders smarter. Establish your brand in the consumer’s mind Separate your brand from the pack to create a following Tug at heartstrings to tighten bond with your most loyal Continue magic and get loyalists to speak on your behalf 1. Mind Shift: drive new position or re- enforce current 2. Mind Share: more attention than competitors 3. New News: launch something new. 4. Turnaround: focus energy on gaps, leaks 5. Drive Penetration: new consumers 6. Drive Usage: get consumers to use more/ differently 7. Consolidation: get consumers to use for everything 8. Cross Sell: get current customers to try other products 9. Experience: shift from product to experience 10. Maintain: re- enforce Brand equities. 11. Deeper love: consolidation or broader usage 12. New Reasons to Love: target most loyal user. 13. Magic: continue surprising and delighting loyalists. 14. Leverage Power: drive value from source of power. 15. Attack yourself: continue to improve 16. Use loyalists: to influence others. INDIFFERENT LIKE IT LOVE IT BELOVED Use the Brand Love Curve to focus your strategy
  37. 37. We make brands stronger. We make brand leaders smarter. The Head The Feet The Heart The Soul Indifferent Like It Love It BelovedWhere are you now? Where should you focus? The Brand Love Curve should also focus your team’s marketing execution Get Consumers to THINK differently about your brand Drive ACTION to get consumers to buy and create a following. Get Current Loyal users to connect emotionally and LOVE you more Get those who love the brand to FEEL a part of the Brand
  38. 38. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search Awareness Ads Invest in mass media to establish position in consumer’s mind PR/Content/SEO Use information to teach those seeking to learn more pre decisions Retail/Home Page Close the deal during purchase moment, separate brand from competition. Post Purchase Help Create experience to re-enforce promise, after sales help for new users to get the most from the brand. Indifferent Like ItLove It Beloved Love those who love you most Surprise & delight rewards to drive ritual among your most loyal users Use emotions to build frequency Using reasons for usage to turn into routine. Leverage emotional bond Drive repeat Turn trial into an experience, reward happy customers, emotionally re-enforce reasons purchase makes sense Outspoken Army Create club, leverage loyalists to influence friends, especially through social media Use media choices to move consumers to think, feel or do as they move along consumer buying system Consumer
  39. 39. We make brands stronger. We make brand leaders smarter. Think of your media options through the eyes of your consumer Consumer I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to go somewhere I want to do things I want to stay aware
  40. 40. We make brands stronger. We make brand leaders smarter. Matching the consumer media needs up to their emotional state I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to go somewhere I want to do things I want to stay aware Consumer I want knowledge I feel optimistic I want control I am comfortable I want to be myself I want to feel liked I want to feel free I like being noticed
  41. 41. We make brands stronger. We make brand leaders smarter. How the social media line up to deliver the consumer needs I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to go somewhere I want to do things I want to stay aware Consumer
  42. 42. We make brands stronger. We make brand leaders smarter. Marketing to the “many moments of me” during the day. Match up your media choice to the moment in your consumer’s day where they are most likely to engage “You are where you are at” The consumer’s mindset changes during the course of the day, based on where they are or what they are doing. Their mindset also changes during the course of the week, as they are in a different mood on a Monday vs. Thursday, or vs. Saturday. 7am 9am Noon 9pm 7pm 11pm 3pm 5pm
  43. 43. We make brands stronger. We make brand leaders smarter. Consumer Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea Brand To ensure consistency in the MARKETING execution, every program should line up underneath the brand’s BIG IDEA
  44. 44. We make brands stronger. We make brand leaders smarter. Big Idea Company In a B2B environment, building everything under your brand’s BIG IDEA makes your message more powerfully connected. Customer Social MediaHome Page Earned MediaSearchSales story Sales Material Trade Show Make company newsworthy to influence customers Enlist lovers as advocates to influence others. Tell company story in an own-able, breakthrough, moving way. Bring company to life to replicate ideal brand experience Manage customer through entire purchase cycle. Help customers make smarter, informed decisions. Knowledge, influence to close the sale of products/ services.
  45. 45. We make brands stronger. We make brand leaders smarter. Big Idea Company The INTERNAL MESSAGING aligns all employees to deliver the BIG IDEA to ensure the BRAND CULTURE meets the customer’s needs. Experience Delivery Problem Solvers Customer Service Top-to-top servicing Sales Team Back room team ShippingR&D Brand Communication Everyone that works for the brand should understand the Big Idea and their role is in delivering that idea to consumers and customers. Consumer
  46. 46. We make brands stronger. We make brand leaders smarter. New school media planning allows brand leaders to use their most loyal fans to influence their network Instead of YELLING at all consumers, brands should WHISPER to your most loyal brand fans, hoping they WHISPER to all their friends. Aware Loyal Aware Purchase Loyal Purchase Old School Marketing New School Marketing
  47. 47. We make brands stronger. We make brand leaders smarter. Evolution of where consumers are with their use of media Traditional Media: Prior to 2003 • Consumers relied on traditional media sources: TV, radio, Newspaper. Very linear media planning. • Embryonic Ineffective search, some on-line specialty forums. No social media. Badly designed simplistic brand websites. • AOL launched in mid 90s with potential to dominate but could not keep pace with growth and crashed. • P&G announced they were devoting 1% of their media spend to the internet. The world thought they were either crazy or knew something. Traditional + Digital: 2003-2012 • After a decade on line, advertising began catching up with digital ads, websites, viral videos and growth of internet search. • Early social media with MySpace for early adaptors, but exploded to masses with Facebook, LinkedIn, Twitter dominating. • Media plans looked at digital as an additive part. Brands struggled to understand how to fit in with social media. • Early stages of E-commerce took form, with Amazon moving from infancy to potential global dominance. Ubiquitous Media 2012- • Mainstream brands adopting digital as a normal ad vehicle, and trying to move to social media. • Just as brands gain comfort with digital and social, consumers shift to mobile. Brands now struggling with how to fit their brand messages into a mobile world.
  48. 48. We make brands stronger. We make brand leaders smarter. How importance and involvement impacts strategy Motivate engaged advocates to spread influence. Invest to stay top of mind, innovative and emotionally engaged. Stay involved, mass media, social presence, selective targets, fit to lifestyle. Be where they are type media approach. Need to interrupt, mass media, search, leverage influencers to drive importance, social media to engage with friends. Drive involvement and routine via search, PR, key influencers and motivational help Importance Involvement High Low HighLow Indulgence Brands Impulse items, lots of switching and variety within consideration set. Confectionary, fast food, perfume, beer, music. Drive importance by connecting to emotions in their lives. High Profile Badge product, favorite part of everyday life. Fashion, cell phones, restaurants, entertainment, sports, coffee and cars. Need to stay relevant and in the spotlight. Commodities Everyday household items, staples or commodities with marginal differentiation. Many consumer packaged goods. Need to drive importance or make higher involvement. Essentials Necessities such as healthcare, banking, insurance, supplies or software. Need to drive involvement to peak interest during problems. Drive routine to counter low compliance.
  49. 49. We make brands stronger. We make brand leaders smarter. How to judge the media options beyond efficiency 1. Efficiency of the Media Math • Reach: number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication.. • Frequency: number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. 2. Quality of Media • Each medium may have a different measure of quality: Prime vs. Day Time, # of top 10s or top 20s, placement etc. Balance the efficiency against the quality. Depending where you are on the Brand Love Curve might impact how much emphasis you place on quality of media. 3. Media impact of the Media • I’ve always tried to balance the efficiency and quality but then taking 10-20% of the budget—depending on the strategy—push for high impact or high innovation media that helps drive early attention for a campaign. • In the new media world, you have to leverage social media conversations, leveraging both the balance of traditional and digital media. Understand sequencing of media. 4. Fit with the consumer’s life • Modern media options allow you to map out the entire consumer buying system to manage the purchase moment of your consumer. Identify where to impact.
  50. 50.   Brand Leaders need do their strategic homework before going to execution Don’t use the execution process to find your positioning.
  51. 51. 3 Using the PURCHASED MEDIA to drive your brand Paid Media Tell brand story in own-able, breakthrough, moving way.
  52. 52. We make brands stronger. We make brand leaders smarter. Strengths • TV continues to be the most efficient media, with the highest reach and frequency opportunities. TV also gives the quickest awareness—especially against a mass audience. With high efficiency, TV is also a good tool for continuity. • TV has an opportunity to target specific broad consumer segments via specialty channels or selective “appointment” TV. TV offers opportunities for integration into the programming with product placement and show sponsorship. Consumers watching and on-line at the same time, gives advertisers options to capture consumers and move them on line for more information. Viewership of sports is up dramatically, to a loyal fan base on a weekly basis or to reaching a broad audience for big events (Super Bowl or Olympics) • Creatively, because it has sight/sound/motion, TV is the easiest medium to get a complex idea to the consumer. TV has high breakthrough, can easily demonstrate or explain and can demonstrate emotions better than other mediums. Television Weaknesses • While TV is efficient, the high production costs make it cost prohibitive to smaller brands, a high cost of entry for any brand and a high cost of continuity. For many clients, you have to watch the potential escalation of production costs so that you can afford enough media to pay off the high fixed cost. As TV production is a complex, big project, the decisions you make along the way need to be scrutinized carefully. • Long lead times makes TV less flexible and less capable to react to changing market dynamics. The most efficient TV schedules require long lead times (3-4 months ahead of time, depending on the market) and the average TV production from briefing to on air is about 4-6 months, depending on the complexity of the task. • TV has a lot of clutter, and people have a love/hate with TV ads. On-line pre-roll style TV ads (youTube) are hated by most consumers.
  53. 53. We make brands stronger. We make brand leaders smarter. In North America, TV has been going through a major change with the best dramatic shows now on non-traditional TV stations More passion than ever for TV dramas, just none of them are on the Big 4 stations. Will they bounce back to compete or just become “fast food” type filler TV?
  54. 54. We make brands stronger. We make brand leaders smarter. Strengths • Drive time radio still fairly strong with commuting consumers fully captured and engaged. • Can use specific radio formats (e.g. Country) for reaching specific consumer segments. • Radio is an ideal call-to-action medium, ideal for retail promotions or impulse driven products. • Radio has much shorter lead times than TV, shorter in purchasing spots and production times. Significantly lower production costs help when you are a smaller budget brand or looking to support a promotion. With lower production costs, if you have a lot of information, consider leveraging a 60-second radio spot. Radio Weaknesses • Radio is a less Intrusive medium. People tend to have it on as a background medium (non-participatory) when they are driving, or at home, or outside. Radio is a low involvement medium: yes the audience is captive, but are they really listening? • In many markets, radio is still bought on a local basis, making it less efficient. In some markets like the US or UK, there is growing national radio network. • Lack of good creative: With many clients using radio to support a promotion or very heavy on call-to-action style messages, the creative in general lacks creativity. This can be a positive in that good radio can stand out. • Significant growth of subscription commercial-free options (Sirius) podcasts and blue-tooth music options means lower chances to reach consumers.
  55. 55. We make brands stronger. We make brand leaders smarter. Strengths • Newspapers still have good readership among the 55+ target markets and business leaders. Statistically, radio is counter balanced against TV, good for reaching light TV viewers • Newspapers are good for announcement or creating immediacy for action. • Able to make short term buys (next day) with low cost production, short term buys (next day) make it a good fit for retail or impulse purchases. • Creatively, there is opportunity for long copy, useful for providing details of information. Traditionally, newspapers are where people get their info, so consumers are more willing to digest long copy. Newspaper Weaknesses • Newspapers have been the hardest hit by the internet as people get their news online. Circulation is way down, across most markets. Engagement is also down, which impacts how much your ad will stand out. Traditional papers have yet to find the winning online version. Consumers now use online “papers” such as Huffington post, social media sites and news feeds to get their newspaper fix. Free transit papers also cutting into traditional newspaper readership. • Newspapers have a short issue/ad life—no one reads it twice. Especially compared to magazines. It is very expensive to use Newspaper to maintain a continuity strategy, especially if you have to buy papers on a local level. • Creatively, you will probably be disappointed in the bad production quality. Also, production can be inconsistent for each newspaper.
  56. 56. We make brands stronger. We make brand leaders smarter. Strengths • Outdoor offers strong reach and frequency making it efficient for mass targets. Allows you to reach light TV viewers and suburban consumers • Creatively, there is room to have a big impact, with innovative visual options. • With traditional signage you need to keep your brand message very simple. • You can use Outdoor very tactically with select locations. Outdoor Weaknesses • Creatively, there is limited copy scope. Keep it simple. If you look at many outdoor ads, you will find major flaws—too much copy, too small of a tag line, confusing visuals. Always use the six second rule, because thats how much time the consumer has to read your sign when they drive by it. Too much information makes it a mess and consumers might not even want to look. • Outdoor has relatively high production costs, having to pay for the printing and installation. The non-working dollars of production cuts into the working media dollars. • Outdoor has long lead times for space and production—especially at peak times of the year. (back-to-school, Christmas or spring)
  57. 57. We make brands stronger. We make brand leaders smarter. Strengths • Three offerings: interior transit, exterior transit and bus shelter ads. • Interior transit is a great vehicle for getting to a youthful or urban audience. Exterior transit reaches urban commuters driving to work. • Transit can have a high frequency exposure to a core target that is in a highly captive space. • Creatively, there is room for a bit more fun, or text. Transit is an environment that allows more edgy creative. • Bus shelter ads reach both transit users and drivers. For drivers, keep the message simple enough to read in a six second drive by. Transit Weaknesses • Urban environments are highly cluttered which can make the transit ads non-intrusive. • Transit offers a limited national reach—mainly for large urban centers. • Transit advertising can get expensive for material costs and production. Like outdoor, that means high NON-working production dollars eat into the media investment. • Make sure your execution is driven by your strategy. Don’t pick transit just because it’s a cool medium to play with. Many times, the edgy environment is not an ideal fit for conservative brands.
  58. 58. We make brands stronger. We make brand leaders smarter. Strengths • Matching your brand to the ideal editorial environment delivers motivated audience. Consumers tend to fully engages in the ads as much as the rest of the magazine. • Magazines have strong reach, especially for women, and fairly inexpensive continuity because people keep magazines around for weeks/months and will read them a few times. • Magazine can also counter balance TV, as it delivers light TV viewers • Like Newspaper, you can do long copy. Please watch out for how small the font is though, because it will end up smaller in the production. • Creatively,think about your magazine list, and how people read the magazine. See the ads in the context of the magazine, so you can understand if there is enough to attract the consumer’s attention. Magazine Weaknesses • While provides continuity, Magazine can be slower to build reach/frequency. • I have a problem with where the creativity is going for magazines—90% of them feel like interesting photos taking up most of the page, simple catchy headline and a pack-shot at the bottom right. It feels like the creativity of the magazine ads of the 60s and 70s is replaced by a common format—and then everything is clutter. • There is a long lead time for space, so you better plan ahead, especially for the monthlies, whose seasonality is a little ahead.
  59. 59. We make brands stronger. We make brand leaders smarter. Digital Display Strengths • Good for reaching the intended audience, mass or targeted. More opportunities to use rich media, showing a video, and providing interactive links to your twitter feed. • There is enough variety in the digital display ad units: banners, portraits, wall paper, filmstrips, push downs , side-kicks and the slider giving you more flexibility for good creative and there’s room to dial up the engagement with consumers. • Better targeting: Display advertisers use cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers. Banner ads can be targeted to internet users in many different ways including behavioral, demographic targeting, geographic targeting, and site based targeting. Weaknesses • Like Out of Home ads, many of these ads that sit at the top or sides of websites or social media sites getting ignored by consumers because they are obviously ads. Small space display ads are like billboards—only enough creative room for basic copy. • Consumers are very personal about their computer. The more intrusive style ads tend to annoy consumers, so they start off with a negative view of your brand. Too much interaction (drop boxes) slows down peoples interaction online. If there is blatant advertising, consumers may ignore completely. • A lot of poor creative executions that feel very gimmicky, cheap and tactical.
  60. 60. We make brands stronger. We make brand leaders smarter. Purchase based media Strengths • Good for reaching the intended audience, mass or targeted. More opportunities to use rich media, showing a video, and providing interactive links to your twitter feed. • There is enough variety in the digital display ad units: banners, portraits, wall paper, filmstrips, push downs , side-kicks and the slider giving you more flexibility for good creative and there’s room to dial up the engagement with consumers. • Better targeting: Display advertisers use cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers. Banner ads can be targeted to internet users in many different ways including behavioral, demographic targeting, geographic targeting, and site based targeting. Weaknesses • Like Out of Home ads, many of these ads that sit at the top or sides of websites or social media sites getting ignored by consumers because they are obviously ads. Small space display ads are like billboards—only enough creative room for basic copy. • Consumers are very personal about their computer. The more intrusive style ads tend to annoy consumers, so they start off with a negative view of your brand. Too much interaction (drop boxes) slows down peoples interaction online. If there is blatant advertising, consumers may ignore completely. • A lot of poor creative executions that feel very gimmicky, cheap and tactical.
  61. 61. 4 Using the EARNED MEDIA to drive your brand
  62. 62. We make brands stronger. We make brand leaders smarter. Search Strengths • Captures consumers who are considering the brand and use search to get further information for the decision. • Paid Search allows brands to work with the search engines to get priority placement. Efficient investment as you pay per click or impression. The issue in a highly competitive category, the auctioning can drive up costs. • Search Engine Optimization allows the alteration of content or addition of tags to help a website achieve better natural positioning on the given search engines. • Beloved Brands can help to by-pass search as consumers specifically type in the famous brand name. Weaknesses • SEO is only as good as the algorithms, which try to counter the search engines. Google always changing the way their systems worked. • Make sure that you have the right analytics in place so that you know if you’re being successful. Know who you are getting: more consumers or the wrong consumers through SEO might not be the right goal—the right consumers is the optimized approach. • If a brand is found to be manipulating the Search Engine, they may be punished and moved down in the rankings.
  63. 63. We make brands stronger. We make brand leaders smarter. Strengths • PR is an under-utilized tool. If you can influence third parties to support your brand, it will carry a lot of weight with consumers: 92% of people trust earned media, 70% trust online customer reviews, but only 58% trust info on company's websites. • Great tool for highlighting new product launches, potential solutions for growing problems that are in the news or driving the importance of your brand through newsworthy stories. • PR agencies can take the basics of your story and create more interest for it as a means of breaking through. • Ensure experts (traditional reviewers and leading bloggers) are well-informed about the benefits of your brand and counter any potential misconceptions. • Loved brands are part of the news cycle—making it easier to break through with new news. Public Relations Weaknesses • Many times, the brand gets lost in the PR story, especially for low interest categories or brands at the Indifferent stage. Even as you try to influence the story, you can’t fully control the story. • Need to ensure that your brand stories are interesting enough to break through with both reporters and readers. Let your PR agency come up with creative ways they think they can break through.
  64. 64. We make brands stronger. We make brand leaders smarter. Social Media Strengths • These sites give the consumer a sense of added power. Done right, it enables brands to connect very intimately with their consumers. While Social Media re-iterates the brand strategy, it helps define the true personality of the brand in a casual way. • The biggest sites where the brand can directly project itself are Facebook, Twitter, Instagram, and Linked In. Where the brand can only try to influence or manage others are Yelp, Trip Advisor and influential blogs. • Well run social media campaigns tell stories, creates content that keeps the consumers engaged and they can share with friends. Weaknesses • While social media is “free” it can be costly because of the time-commitment. Return on Effort is essential. • You can’t play half way—consumers will expect you to have updates or engaging material or they’ll just de- friend. • Social Media is not for every brand. It has more success in the highly engaged brands. Many CPG brand struggle to create enough interest to keep their consumers engaged. • Maintain control over the social media or you could risk major mistakes that make the news. Write down the rules for everyone to see.
  65. 65. We make brands stronger. We make brand leaders smarter. Five media questions for the future
 1. Will people watch even more TV in the future? • Sounds crazy, but with more tablets and instant internet access, expect a shift to watching even more TV programming. How will advertising fit in new TV options? 2. How can brands capture millennials as they become adults? • Constantly connected. Put their lives on-line. Expect Instant Access to everything. Multi- tasking. Open to brands/advertising. Apps over software. E-Commerce. 3. Can newspapers or magazines even survive? • Can they figure out the profit model between traditional and on-line versions. News now is instant, ubiquitous and more casual/social. New revenue methods? 4. Are there too many social media options? • Early Innovation in social media has led to divergence of options. Potential power plays could see mergers where the strongest brands squeeze out other players. Signs that Google is already pushing this. 5. Can brands figure out how to win in the new world? • While traditional media has been funded and controlled by advertisers, new media is free, unbridled and commercial free. Will require more creativity.
  66. 66. We make brands stronger. We make brand leaders smarter. • Media is an investment that must pay back in health or wealth of the brand. Think about return on effort and investment. • Good media plans start with where your brand stands and where your consumer sits. Where your brand stands on the Brand Love Curve frames the strategic options and where the consumer is within the Buying System impacts the tactical choices. Also, you need to understand where your brand is on the Importance vs. Involvement. • Types of Media you need to focus on: paid, earned, social, search, purchase moment, experience and home page. • Media needs to be judged on efficiency, quality and impact. • Understand the strengths and weakness of each media option, including traditional and digital, to ensure you are able to make the right decisions with your media agency. • Pick focused media choices. Fewer choices means you aren’t spreading your money too far. You can’t be everywhere. Summary of Learning on Media
  67. 67. We make brands stronger. We make brand leaders smarter. Brand Management Training
  68. 68. We make brands stronger. We make brand leaders smarter. The smarter your brand team, the more incredible the work they will produce and the stronger the brand results you will see. We teach everything a brand leader needs to be smarter, including strategic thinking, analytics, planning, briefing and marketing execution. Do you want to make your brand team smarter?
  69. 69. We make brands stronger. We make brand leaders smarter. We will make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results. How to think strategically Write smarter Brand Plans Create winning Brand Positioning Statements Write smarter Creative Briefs Be smarter at Brand Analytics Get better Marketing Execution How to build Media Plans Customer Marketing Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10 “Graham makes Brand Leaders. His boot camp style instruction is perfect for the development of anyone in brand management. He challenges you to be better, makes you question your decisions with rigor and provides the right level of coaching to bring you to the next level.” Program Participant
  70. 70. We make brands stronger. We make brand leaders smarter. Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out. • At Beloved Brands, we believe that strategic thinking is one of the foundations from which all marketing is built upon. • We start with the seven elements of good strategic thinking: vision, opportunity, focus, speed, early wins, leverage and a gateway to gain bigger results. • We use four questions to help frame your brand’s strategy, looking at your competitive position, what is your brand’s core strength, how tightly connected is your brand with your consumer and what is the internal situation your brand faces. • We look at the role of brand strategy in creating a bond, power and profit. • We will lead you through a hands-on workshop that lets you try out concepts on your own brands with hands-on coaching to help you improve. How to think strategically Turning focus into bigger gains for your business Workshop 1: Strategic Thinking
  71. 71. We make brands stronger. We make brand leaders smarter. Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand. • At Beloved Brands, we show how to turn data into strategic stories that help express opinions backed by fact.   • We start with good analytical principles and show how to assess category, consumer, channels, brand, competitors to tell health & wealth of Brand • We use the analysis to turn fact into insight and data breaks sets up strategic choices. • We show you how to turn analytical thinking into projections extrapolating data into the future, starts with what you are see in the current. • We summarize how to write analytical stories for management, with a hands-on workshop to develop a Business Review presentation using your own brands. How to do brand analytics Turning data into analytical story telling Workshop 2: Analytical Thinking Specialty" Overall"" 16" 62" 72" 62" Gray's' Dad's' %"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food"
  72. 72. We make brands stronger. We make brand leaders smarter. A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan. • At Beloved Brands, we explain and then show Brand Leaders how to write each element of their Brand Plans, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. • We’ll show how your strategic options get executed in terms of media, R&D or the brand experience the culture creates behind the promise. • With each key term, we’ll take it on a test run using your brand for the example, giving feedback on the spot. We’ll use a hands-on workshop to put the Brand Plan into a presentation for management and a very tight one page Brand Plan summary document for all to follow. How to write a brand plan Creating a brand plan that everyone can follow Workshop 3: Brand Plans
  73. 73. We make brands stronger. We make brand leaders smarter. How to write Positioning Statements The promise the brand makes to the consumer The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise. • At Beloved Brands, we explain and show brand leaders how to write classic brand positioning statements with the target market, key benefits and reason to believe (RTBs). • We start with the consumer and build a customer value proposition. We’ll teach how to define the target market and build insights to bring their story to life. • We show you the difference between features and benefits, looking at rational benefits (what do I get?) and emotional benefits (how does it make me feel?) • We will show how to turn positioning into a brand concept that can be ready for research testing. • Our hands-on workshop helps you write your brand’s positioning statement with live coaching. Workshop 4: Brand Positioning Target and insights! What do consumers want?! Brand features! What does your brand do?! Rational benefits! What do consumers get?! Emotional benefits! How does that make them feel?!
  74. 74. We make brands stronger. We make brand leaders smarter. The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication. • At Beloved Brands, we help the brand leaders take the elements of strategy (from the Brand Plan) and positioning (from the Brand Positioning Statement) to distill it down to a very succinct 1-page Creative Brief. • We start with the role of advertising in changing consumer behavior to drive drive the brand’s bond, power and profit. • Before the brief, we show you how to do your homework with an advertising strategy that combines positioning and brand plan. We then turn the Brand Communications Strategy into a creative brief to produce great communications of the brand story • The hands-on workshop is a great tool for developing creative briefs on your brand, looking at objectives, target, consumer insights, stimulus and response. How to write Creative Briefs Translating the strategy for agencies Workshop 5: Creative Briefs CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&&
  75. 75. We make brands stronger. We make brand leaders smarter. Brand Leaders rely on agencies to execute. They need to know to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise. • At Beloved Brands, we provide Brand Leaders with tools and techniques for judging communication concepts from agencies, as well as process for making decisions and providing effective feedback. • We talk about the crucial role of the brand leader in getting amazing marketing execution • We teach how to make marketing decisions so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S) • We show how to provide copy direction that inspires and challenges the agency to get great execution • We’ll also talk about how to be a better client so you can motivate and inspire your agency. Get better Marketing Execution Evaluating, deciding and giving direction to agencies Workshop 6: Marketing Execution
  76. 76. We make brands stronger. We make brand leaders smarter. Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line. • At Beloved Brands, we provide Brand Leaders with new ways to think about media to be able to drive long term growth and profits for your brand. • The role of media in changing consumer behavior to drive drive the brand’s bond, power and profit. We look at impact of media on consumer behavior. • How to strategically leverage your Media Investment to help build a stronger, more powerful Brand. We show where media fits into creative process. • Using traditional media options to drive your brand. Talk about TV, radio, newspaper, out-of-home. • Using on-line media options to drive your brand. Review on digital, social, search and earned media. Get better Media Planning Evaluating, deciding and giving direction to agencies Workshop 7: Media Planning
  77. 77. We make brands stronger. We make brand leaders smarter. Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan. • At Beloved Brands, we provide Brand Leaders with analytics, planning and decision making tools to help instincts and judgement for moving consumers to purchase. • Complete in-store business review, looking at categories, consumer shopping behavior, competitors, customers and the overall brand performance. • We teach the basics of customer marketing planning, identifying the target consumer, in-store main messages, strategies, tactics and project management. We also provide a planning process for marketing and sales to work together. • We look at the available tools for customer marketing including pricing, promotions, retail shelf management merchandising and operational execution. We provide all the financial equations you need to measure success. • We’ll also talk about how to manage the in-store agency to get the best available execution. Win the Purchase Moment Assess, target and and move consumers to purchase Workshop 8: Customer Marketing
  78. 78. We make brands stronger. We make brand leaders smarter. Manage your Marketing Career Workshop to help your career in Brand Management Topics we cover: • Assessment: Skills, behaviors, experiences. • How your core strength impacts your future career choices. • Checklist for what it takes to be successful at each of the four levels: Assistant Brand Manager, Brand Manager, Director and VP/CMO. • Building your personal brand, around a Big Idea, a plan and a story.
  79. 79. We make brands stronger. We make brand leaders smarter. Lunch and Learn Programs We have created motivational 60-90 minute presentations on key topics that will help challenge your brand team. Topics we cover: • How to create a beloved, powerful and profitable brand. • How to think strategically and build your brand plans. • How to create a Big Idea for your brand and build it into your Marketing Execution • How to lead a successful marketing career.
  80. 80. We make brands stronger. We make brand leaders smarter. “Brand Boot Camp” We have created two separate 3-day training programs for brand leaders. 1. Strategic Thinking 2. Analytics 3. Brand Planning 4. Customer Marketing 1. Positioning and Concepts 2. Creative Briefs 3. Marketing Execution 4. Media Planning Boot Camp A Strategic Planning Boot Camp B Brand Execution
  81. 81. We make brands stronger. We make brand leaders smarter. We work the way that best meets your needs Team Building Off sites Boardroom via Skype Small Group Brand Leader Training Large Group
  82. 82. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT BELOVED LIKE IT We believe that the more LOVED a brand is by consumers, the more POWERFUL and PROFITABLE that brand will be. 1 Brands move along the BRAND LOVE CURVE increasing the bond with consumers 2 Consumers connect with the BIG IDEA re-enforced with 5 touch-points that support the big idea 3 Consumer bond creates POWER that the brand can leverage with all key stakeholders 4 From the brand power comes 8 ways to drive PROFIT through price, cost, share and market size Promise Experience Purchase Moment InnovationStory Big Idea Media Consumers Influencers Channels Competitors Suppliers New Entrants Employees BrandConsumer Power CostPrice Market SizeShare Higher Margin % Higher Volume
  83. 83. We make brands stronger. We make brand leaders smarter. Our CLIENTS speak out on our behalf “Graham provided expert advice and reliable suggestions during coaching sessions to build brand performance with my team. His knowledgable experience was extremely valuable. I would recommend leveraging his expertise for brand coaching, teaching and brand planning.” Lana Jensen, Brand Manager, 3M “The most efficient investment in my marketing budget was the Graham’s training to team. He managed to translate the “heavy marketing” slang we all had from books and previous companies to down-to- earth brand management PRACTICAL frame-work that was easy to understand from everyone. Everything he taught us was simple to understand, but at the same time entertaining and setting the bar high. Beloved brands covers it all from situation to issues, strategy to activation. Simple, short and every word step-by=step making you better and practical brand leader, making stronger and profitable brands.”     Zhelyaz Koliovski, Marketing Manager, Vinprom Peshtera in Bulgaria “The knowledge base of Beloved Brands is quite vast and practical. They helped to upgrade my strategy team significantly, going through several modules from strategic thinking to creative briefs and overall brand management. Graham is a great developer of people, and I would love to work with him again.” Feyi Olubodun, Head of Planning, Grey Advertising in Nigeria
  84. 84. Graham is one of the voices of the modern Brand Leader. He started Beloved Brands knowing he could make brands stronger and brand leaders smarter. Beloved Brands will challenge you to think strategically so you can create a Brand Positioning, a Brand Concept and a Big Idea for your brand. Graham will help write Brand Plans that focus everyone who work on the brand and make your team of Brand Leaders smarter so they can produce better work that drives stronger brand results. Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year. His public speaking appearances inspire brand leaders to love what they do. Over 4 million marketers have visited his website, beloved-brands.com with the desire to become smarter. Graham Robertson at Beloved Brands A NEW WAY to look at Brand Management We make brands stronger. We make brand leaders smarter.
  85. 85. We make brands stronger. We make brand leaders smarter. Work History • Beloved Brands, President, 2010- Present • TD Bank, Head of Advertising, 2009-10 • Johnson and Johnson Consumer, VP Marketing, 2005-08 • Johnson and Johnson Consumer, Group Brand Director, 1999-2005 • Johnson and Johnson Consumer, Senior Brand Manager, 1997-99 • General Mills, Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • General Electric, Marketing Training Program, 1989-92 Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Graham Robertson at Beloved Brands EXPERIENCE in Brand Management
  86. 86. We would love the opportunity to help you unleash the full potential of your brand and your brand leaders. Graham Robertson • 416 885 3911 • graham@beloved-brands.com

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