The What, How & Why Of Account Planning.

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The what, how and why of Account Planning. Guy Gould-Davies, Driving Insights Inc. September 29th 2009

An odd term given what it describes

“Planning is the application of disciplined and insightful strategic thinking, grounded in target audience insights, which has a significant and demonstrable impact on the quality and effectiveness of a brand’s marketing message and communications” - APG:UK

What is a brand?

COMPANY CONSUMER BRAND

COMPANY CONSUMER Product Price Place BRAND Distribution Marketing

Ideal Self Other Self Real self

COMPANY CONSUMER Product Outlook/mindset Price Desires Place Beliefs/values BRAND Distribution Roles Marketing Attitudes and opinions

Most of the time it’s tackling “the pretty good problem”

Ford Focus Ford Focus Kia Spectra Hatchback Sedan Sedan Toyota Scion Hyundai Elantra Matrix XA Sedan Hyundai Elantra Kia Spectra Hatchback Hatchback

$349.99 $299.99 $349.99 $249.99 $249.99 $249.99 $279.99 $349.99 $299.99 $239.99

We’re problem solvers

People say they don’t need the service and have well rehearsed reasons why not

We’re change agents

Continue to drive sales without any new product news

“We sell or else” David Ogilvy

What makes us different?

We’re able to see things other people can’t Seeing and hearing In what’s present and what’s missing

SB print work

We provide insight

It is the inspiration to help people see differently Think Feel

…to change the relationships that matter

“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about man you can touch him at the core of his being.” Bill Bernbach

Heady stuff! How do we do it?

Combine several disciplines Brands Business Consumer Buying Human Anthropology behavior context context Individual & group context Marketing Psychology and sociology Communications

A range of activities Create a single cohesive context • Brand • Consumer • Communications • Business

Mobile messaging landscape reliability speed portability t p rin Ve A S Verizon sprint riz T& &T on T AT T Mobile clarity coverage price

A range of activities Create a single Tell the story that Research cohesive context inspires belief and action • Brand Exploration of: • Emotional and rational • Consumer • Relationships conviction • Communications • Issues • Opportunities • Business

A blend of skills Rigor and discipline Imagination & possibility Analysis and deduction Creativity and inspiration Informed Intuition Science Art LEFT RIGHT

A way of thinking

A product ingredient actively discourages people from buying it

People say they don’t need the service and have well rehearsed reasons why not

Walking around the problem

Consumer relationships provide context LIFE/CULTURE CATEGORY BRANDS PRODUCTS Broader influences What are they buying? and trends? Brand How do they buy? perceptions? Features? Benefits? Wider meaning and Brand significance tap into? positioning? Why are they buying?

People don’t trust the brand

Something to bear in mind The ‘rules’ that anchor relationships are often mistaken for incontrovertible facts. Challenging rules can create new opportunities.

Parting thoughts • Accept your solving a puzzle, it won't be done well in a linear way • Walk around a problem and look at it from different angles • Go after sacred cows, conventions and rules that have gone unchallenged and can unlock opportunity • Be relentlessly curious • Believe in the possibility of every assignment

Thank you drivinginsights.com openfridgedoor.com

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The What, How & Why Of Account Planning.

by Guy Gould-Davies on Oct 05, 2009

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The What, How & Why Of Account Planning. — Presentation Transcript