• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Communication Planning 101
 

Communication Planning 101

on

  • 2,087 views

AAAAs webinar conducted by Charles Pinkerton on Communication Planning

AAAAs webinar conducted by Charles Pinkerton on Communication Planning

Statistics

Views

Total Views
2,087
Views on SlideShare
2,087
Embed Views
0

Actions

Likes
6
Downloads
116
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Communication Planning 101 Communication Planning 101 Presentation Transcript

    • COMMUNICATION PLANNING The Other Half of the Advertising Puzzle Charles Pinkerton, Partner The Media Kitchen be brave | be inventive | defy expectations
    • “IMAGINATIONIS MOREIMPORTANTTHANKNOWLEDGE”
    • WHY ARE WE SO INTERESTED IN COMMUNICATIONPLANNING?
    • QUITE POSSIBLY BECAUSE WE CAN’T SEEM TO EVENDEFINE IT?The art and science of making a message visible in the marketplacePlacing the message at the right time and right placeThe ability to decide how much media to move into digital versus traditional channelsCalibration of media and mediums for the best business resultsIn-depth understanding of the use, effect and interplay of media on micro-targets and how they mightreact to those to achieve your marketing goalsThe study and practice of the interplay of words and images in traditional and modern media and ininformation design
    • HOW CAN YOU KNOW IF YOU ARE DOINGSOMETHING WELL IF YOU DON’T KNOW WHAT IT IS?
    • SO I WILL BE SPEAKING ABOUT WHAT I THINK IT IS?
    • BUT FIRST SOME THINGS, I WILL NOT BE SPEAKINGABOUT
    • A BETTER WAY TO FIND A FACE IN THE CROWD
    • NOR HOW OFTEN THEY ARE ON THEIR COMPUTER NOR TO WHICH WEBSITES THEY GO
    • NOR HOW LONG THEY WATCH TV
    • NOR EVEN HOW MANYMAGAZINES THEY READ
    • NOR ABOUT HOW MANYBRIGHT SHINY TOOLS WE HAVE
    • NOR ABOUT HOW WE ARE BETTER FIDDLING WITH KNOBS THAN OUR COMPETITORS
    • NOR THAT WE HAVE A ADMIXTURE OF MEDIA TO CURE YOUR ILLS
    • NOR ABOUT THE CRUCIAL12 STEPS TO EFFECTIVE MEDIA PLANS NOR WILL I BE ISSUING A PROCESS CHART...THAT SHOWS ALL THE “SILVER BULLET”STEPS TO EFFECTIVE COMMUNCATIONS
    • BELIEVE ME, EVERY MEDIA COMPANY HAS THESE:THE TOOLSTHE KNOB TURNERSTHE PROCESS CHARTSTHE PAGES ON THEIR WEBSITE TALKING ABOUT THEIR UNIQUE APPROACHTO COMMUNICATIONS PLANNING......BUT STILL WE HAVE THE LARGEST GROUP OF PEOPLEEVER TO LISTEN TO A 4A’S WEBCAST
    • SO SOMETHING’S WRONG
    • MY OPINION IS THAT WE ARE HERE BECAUSE WEREALIZED THAT THE WORLD HAS CHANGED
    • AND THAT OUR EVER-BETTER TOOLS ARE NOTWHOLLY SOLVING OUR COMMUNICATION PROBLEMS
    • AND WE FIGURED OUT HOW TO CHANGE OURAPPROACH TO CREATIVE, BUT NOT TO MEDIA
    • WE KNOW WE HAVE EXHAUSTED CONSUMERS THE AVERAGE CONSUMER SEES OR HEARS OVER 200 PIECES OF ADVERTISING OR BRAND EXPOSURES EVERY HOUR THERE ARE OVER 200 CHANNELS, THOUSANDS OF APPS, MILLIONS OF WEBSITES; ALL OF WHICH CAN BE TURNED OFF, SKIPPED OR IGNORED... THE AVERAGE-SIZED SUPERMARKET NOW CARRIES 46,000 PRODUCTS IN 1979 THERE WERE THREE VODKA BRANDS WITH NO VARIANTS AND THERE ARE NOW....WELL WHO REALLY CARES AFTER ROSE AND BACON & TOMATO? I STOPPED COUNTING ALMOST EVERY BRAND IS NOW LAUNCHED IN A COMMODITIZED MARKET
    • CREATIVELY WE HAVE ADJUSTED Unique Selling Proposition Brand Meaning Reasons to Believe Product Superiority Lifestyle Badge PRODUCT MIND SPACE THE PAST THE PRESENT
    • AN EXAMPLE Colgate 1954 Nike 1994 PRODUCT MIND SPACE •2 Mins •30 sec •Built on a jingle •Black and white •Only Colgate has “irium” and •No product claims or shots “RTF” •No people •For whiter teeth, fresher breath •High School locker room and a brighter smile •Just Do It
    • WE HAVE EVEN CREATED A NEW ROLE WHOSE SOLE PURPOSE IS TO HELPCREATIVE TEAMS NAVIGATE THE CURRENT LANDSCAPE ... VIAPSYCHOLOGY, SEMIOTICS, TREND MAPPING, CULTURAL MAPPING, ETC. MIND SPACE
    • WE EVEN HAVE A BROADLY ACCEPTEDDEFINITION FOR WHAT THEY DO The Account Planner’s primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace.
    • MEDIA HAS NOT PROGRESSED AS FAR Demography Media Mix Modeling Engagement Metrics Behavioral Mapping Reach/Frequency Sub Segmentation Ratings PRODUCT MIND SPACE Measuring Exposure Measuring the Results of Exposure
    • TO DO SO WE NEED TO MAKE THE SAME LEAP THE CREATIVE AGENCIESDID...AND FULLY UNDERSTAND MIND SPACE...IN OTHER WORDS WE NEED COMMUNICATION STRATEGISTS
    • A DEFINITION OF THE COMMUNICATIONSTRATEGIST The Communication Strategist’s primary function is to find consumer and cultural truths and insights that identify the communication vehicle or vehicles for the message to be its most relevant, entertaining and memorable: resulting in effectiveness in the marketplace.
    • THAT WAS EASILY SOLVED? WASN’T IT?
    • FIVE CHALLENGES
    • 1THE ACCOUNT PLANNER HAS FEWER VARIABLES TOCONSIDER
    • Character Mapping Mission Statement Social Focus Networks Web/ Groups Psychology Creative Behavior Client Focus Brief graphics Tracking Groups Brand Positiioning Positioning Focus Groups Observation Behaviors Psychological Mapping Self Concepts Political Literary Structure Linguistic Heritage Cultural Context Ethno- graphies Trend MIND Analysis History Sociology Pop Culture SPACEAccount Planners Focus Syndicated Largely on Qualitative Volumetrics Purchase Factors History Warehous- ing Data Lifetime Sales Web Value Data Tracking
    • 1THE COMMUNICATIONS STRATEGIST HAS MUCHMORE TO CONSIDER
    • Character Mapping Mission Statement Social Focus Networks Web/ Groups Psychology Creative Behavior Client Focus Brief graphics Tracking Groups Brand Positiioning Positioning Focus Groups Observation Behaviors Psychological Mapping Self Concepts Political Literary Structure Linguistic Heritage Cultural Media Context Ethno- Brand Rub- Character graphies Off Trend MIND Analysis History Sociology Pop Media Culture Clutter Environment SPACE Trading Area Syndicated Volumetrics Scanner Data Channel Purchase Warehous- Simmons Demography + Attribution Attributes Funnel History ing Data Dynamics MRI IMS Geography Models Engagment Lifetime Media SalesComscore Web Econometric Syndicated Web Value Model Optimizer Data Tracking Model data Tracking Reports
    • 1WHILE THE ACCOUNT PLANNER SYNTHESIZES TO SINGLEPLATFORMTHE COMMUNICATION STRATEGIST CAN ONLYNAVIGATE AND WEIGH THE IMPORTANCE OF FACTORS
    • Character Mapping Mission Statement Social Focus Networks Web/ Groups Psychology Creative Behavior Client Focus Brief graphics Tracking Groups Brand Positiioning Positioning Focus Groups Observation Behaviors Psychological Mapping Self Concepts Political Literary Structure Linguistic Heritage Cultural Media Context Ethno- Brand Rub- Character graphies Off Trend MIND Analysis History Sociology Pop Media Culture Clutter Environment SPACE Trading Area Syndicated Volumetrics Scanner Data Channel Purchase Warehous- Simmons Demography + Attribution Attributes Funnel History ing Data Dynamics MRI IMS Geography Models Engagment Lifetime Media SalesComscore Web Econometric Syndicated Web Value Model Optimizer Data Tracking Model data Tracking Reports
    • 2PROCESSES AND OPERATIONS CREATE ROADBLOCKS
    • STANDARD ADVERTISING MODEL Account Management Production Positioning Campaign Creative Brief Media Account Planning Media Planning Buying
    • INTEGRATED COMMUNICATIONS MODEL Account Positioning/ Management/ Account Planning Creative Brief Production Campaign Media Comms Media Comms Buying Framework Planning Strategist
    • 3WE DON’T TRAIN PEOPLE TO THINK ACROSSQUALITATIVE AND QUANTITATIVE
    • 3NOT MANY PEOPLE WHO ARE INHERENTLY ADEPT ATUNDERSTANDING AND CRAFTING FROM BOTH SETS OFINFORMATION
    • 4TERRITORIALISMCREATIVES -- DO CREATIVEACCOUNT MANAGERS -- HANDLE THE CLIENTACCOUNT PLANNERS -- WRITE THE BRIEFMEDIA PLANNERS -- MAKE FLOWCHARTSMEDIA BUYERS -- BUY THE MEDIA
    • 4“I THINK YOU HAVE TO REMEMBER YOU ARE IN MEDIA”“WHY WOULD NEED TO LEARN ANYTHING ABOUT THE HISTORY OFTHE COUNTRY? WE’VE ALREADY DECIDED WE ARE RUNNING INNEWSPAPERS”“WHY WOULD YOU NEED TO KNOW WHAT THE (BRAND)POSITIONING IS TO DO A MEDIA PLAN”“YOU SHOULD STOP LISTENING TO PEOPLE ON THE STREETS, THIS THING(THE INTERNET) IS A FAD”
    • 5AGENCIES ARE, AT BASE, PAID TO EXECUTE AND VERY RARELY TO THINK
    • AN EXAMPLE
    • Client expected original viewers of the program(1979) as well as “hard core” fans of classic TV tobe the main targetBut then we received the first dailies....Even unedited, the writing, directing andcinematography were more Film Noir or “BladeRunner” in look and feel than 70’s TVWe knew the targeting was wrong, but that thehad no quantitative way to determine theaudienceCalled a number of viewing parties to getfeedback on whom the program might appeal.
    • Indie/Art film fans admired thewriting, camera work and directingFans of proceedural police dramas(e.g. CSI) universally liked the plot andcharactersMany of the main characters weren’tCaucasian, which surprised andappealed to Hispanics and Asians
    • Changed creative to look more like amovie opening and placed movie-sized poster in “coming attraction”marquee’s, napkins, popcorn bags, anddrinksOutdoor in Asian and HispanicneighborhoodsTelevision scheduling changed fromSyndication to Primetime PoliceProceedurals and vertical cable, e.g.IFCOnline was added to target film fansites and reviews
    • “IMAGINATIONIS MOREIMPORTANTTHANKNOWLEDGE”
    • CHARLES PINKERTON THE MEDIA KITCHEN WWW.THEMEDIAKITCHEN.TV CPINKERTON@MEDIAKITCHEN.TV TWITTER: CPINKMEDIAPRESENTATIONS: WWW.SLIDESHARE.NET/MEDIAKITCHEN