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Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit

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In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.

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  • 1. HOW TO SAY IT HOW TO SAY IT 2 GROWTH Know Your Business Brand Architecture Branding Positioning Know Your Consumers Profiling Segmentation Insights Pricing Know Your Market Competitive Environment Binary Analysis Predatory Thinking What’s the Big Idea? Launch or NPD Innovation Communications How to Say It Advertising Idea Tone & Messaging When and Where to Say It Media Strategy Connection Idea Channel Planning ACTIONS from INSIGHTS
  • 2. HOW TO SAY IT HOW TO SAY IT It’s never what’s said that matters, it’s what’s communicated that matters. The first thing to be clear about is always: what do you want to say? This is helped by the Know Your Business, Know Your Market and Know Your Consumers sections, however, like David Ogilvy says: “You’ll never bore your customers into buying your product”. It’s now time for the magic of advertising to do its thing – to get your attention, and keep it, while we’re gently walking you down the aisle of converting you from a prospect to a satisfied customer. In this section we’ll be reviewing the gentle art of persuasion: how to cut through, be remembered and be loved for what you’re selling. The creative creation process is a delicate thing. Creative people “birth” ideas and, like any parent, they don’t want to be told they’ve got an ugly child. In the following pages the balance between art and selling (and the art of selling) will be unveiled as we take our message to market and set about inspiring the masses. How to Say It
  • 3. “People don’t read ads. They read what interests them, and sometimes that happens to be an ad.” Ogilvy
  • 4. “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” Donald Galne, Neurologist
  • 5. HOW TO SAY IT HOW TO SAY IT 6 Cialdini’s Tools of Influence When looking at how persuasive our messages are, it’s interesting to look at the source of the persuasion. Cialdini has a famous model (right) that outlines why we find things persuasive and what affects communication’s ability to do this. Commitment/ Consistency Social Proof Reciprocation Liking Scarcity Authority The Value Trade Influence: The Psychology of Persuasion, Robert Cialdini 2007
  • 6. ADVERTISING
  • 7. HOW TO SAY IT ADVERTISING 8 Uses of Advertising • Communicate to any and all market segments • Generate “critical mass” of reach and frequency quickly • Control what you say, how you say it, and where you say it • Deliver messages efficiently • Achieve a variety of marketing objectives • Leverage the power and authority of customer selected media • Overcome disinterest by converting avoidance to attention • Generate buzz • Build the value of brands over time
  • 8. HOW TO SAY IT ADVERTISING 9 Advertising: Broad Definitions ATL = Above-the-line Media broadcast and published to mass audiences e.g. TV/cinema/radio/press/outdoor BTL = Below-the-line Media that is more niche focused and traditionally more direct e.g. Direct marketing/promotions/sponsorship/point-of-sale TTL = Through-the-line A combination of the ATL and BTL – one-stop shops! New Media Digital/experiential marketing Of course, these definitions don’t completely cover all that advertising is. There’s also… Brand consultancy/Media buying/Media planning/Merchandising/Strategic consultancy/Market research etc. etc. etc!
  • 9. HOW TO SAY IT ADVERTISING 10 The Advertising Cycle Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Strategic Planning and Recommendations Creative Development and Approvals Production and Deliverables Strategic Planning and Recommendations Step 1. Understand market Step 2. Identify the business issue Step 3. Identify the comms challenge Creative Development and Approvals Step 4. Client and creative briefing Step 5. Concept development Step 6. Creative approvals Production and Deliverables Step 7. Production Step 8. Dispatch Step 9. Campaign tracking and results
  • 10. HOW TO SAY IT ADVERTISING 11 The Advertising Cycle cont... Whilst it may seem really simple, there is an important distinction in what we want people to recall and say about us versus the message we tell them. For example: If we want them to think we understand them, we don’t say “we understand you”, we show them we understand by demonstrating an insight relevant to them. If we want them to think we’re entertaining, we don’t say “we’re entertaining”, we show them something they will find entertaining. What’s seen Message created Media as a conduit Message seen Customer Perception Message recalled What consumers make it mean
  • 11. NEUROMARKETING
  • 12. Takes 0.35 seconds to reach the batter. But, it takes 0.25 seconds for muscles to initiate a swing... and, being generous... it takes 0.05 seconds for the best human to comprehend visual stimuli under perfect conditions... That same perfect human, under perfect conditions, will take another 0.20 seconds to respond to sensory stimulus... That’s... 0.35s vs. 0.50s So how do batters hit the ball?! The typical Major League Baseball pitch...
  • 13. HOW TO SAY IT NEUROMARKETING Decision Making Rational/Analytical Emotional/Creative Traditionally, the brain is viewed as a dichotomy – there are only two sides and they both deal with different aspects of decision making. On the right, we have the creative, or emotional, part and on the left we have the rational, or analytical, part. We are used to viewing these as chalk and cheese and accepting that the two together are what create decisions. Plato described it as a carriage being drawn by two horses – one powerful but unruly, the other easy to control. The traditional model of decision making Decision/Behaviour
  • 14. HOW TO SAY IT NEUROMARKETING 15 The answer is simple – he starts collecting information about the pitch before the ball leaves the player’s hand... • How is he holding the ball? • How is the field positioned? • What cues did he give to the catcher? • What is the wind like? • What is the expression on the pitcher’s face? • How far back does the pitcher lean? • How he holds his glove? • Which muscles tense, when and how much? Is the wrist torqued, suggesting a curve ball? Is the elbow fixed at right angles, meaning a fast ball? Having two fingers on the seam might mean a slider. There is not enough time to compute all this data plus trajectory, wind speed, temperature or body movements before, or even after, the pitch. This computation takes place in the subconscious where more data is processed at speeds 100 times faster than the conscious mind can perform and, importantly, where patterns in circumstances are identified and stored to prompt lightning fast expectations – these stored patterns are called Somatic Markers. A similar study showed that the best cricket players could predict the speed and position of a ball from a one second clip of the bowler’s wind-up. Major League Baseball Pitch cont...
  • 15. HOW TO SAY IT NEUROMARKETING 16 The New Model for Decision Making Rational/Analytical Emotional/Creative Somatic Markers (from your subconscious) So now we understand that the decision making process isn’t quite as simple as two sides of the brain. What is actually happening is that emotions are linked to Somatic Markers, or predictions, of highly flexible brain cells, which are constantly adjusting these predictions to reflect reality. So when you make a decision that you can’t explain, such as wearing a particular colour just because you “feel like it”, what you are actually doing is tapping into this hidden store of somatic markers. So what does all this mean? Well, our emotions are actually deeply empirical. So when we feel a certain way, there actually is a reason – it’s the sum of past experiences and understandings of circumstances. Decision/Behaviour
  • 16. HOW TO SAY IT NEUROMARKETING 17 Why do we need Somatic Markers? Rational/Analytical Emotional/Creative Limited bandwidth of the rational mind Well, your rational mind, being rational, takes a long time to process data and come to a logical conclusion. Imagine if you had to spend a long time on every single decision made in a day, you’d never get anything done! What these somatic markers do is shortcut the decision making process so that you don’t have to consciously analyse every single situation and possible outcome. Shortcuts to decisions
  • 17. HOW TO SAY IT NEUROMARKETING 18 • High importance • Business • Time • Quantitative info • Urgent • Emotive • Unknown • Been done Circumstances can dictate when one faculty is used over another. Of course this doesn’t mean that all our decisions are made by these somatic markers – each side of the brain still has it’s role to play! When is One Faculty used over the Other? Rational/Analytical Emotional/Creative
  • 18. HOW TO SAY IT NEUROMARKETING 19 How does this Sell Things? How interesting, right?! But what the hell does this have to do with selling anything?! Well, these decision making shortcuts don’t just happen in high stakes, high pressure situations. It turns out we are highly likely to rely on these shortcuts for low purchase decisions that don’t warrant the attention of the rational mind – essentially, we are all being lazy! In terms of marketing, think of this: 90% of purchase decisions are made unconsciously, with milk being the perfect example – you don’t go to buy milk from the store and spend ages poring over which milk to buy. You walk in and grab what you drink, be it full fat, skim, soy or whatever else – we rely almost exclusively on our emotional mind to make this decision. So this means that if you can grab “brain share” and make a habit out of purchasing your product then you’ll enjoy repeat purchase as people now instinctively go for your brand.
  • 19. HOW TO SAY IT NEUROMARKETING 20 1 2 3 4 5 Classic Media Theory First touch Second touch Third touch Fourth touch Fifth touch Great, create “brain share”... how do I do that? Classic media theory states that if you touch someone more times (frequency) you will be more persuasive... Persuasiveness ...and that if you vary your media you access more people (reach), and a few people again with a different media (frequency/persuasiveness) Modern NeuroMedia Theory proves the combined engagement of senses does increase persuasiveness, but more importantly... PR Direct Marketing TV Outdoor Consumer Point of Sale
  • 20. HOW TO SAY IT NEUROMARKETING 21 NeuroMedia Theory ...it proves the combined engagement simultaneously of senses increases persuasiveness... What this means is that by using more media you can plant yourself within your customer’s brains, creating brain share, negating somatic markers and forcing rational reappraisal. So when they walk in that store, your product is the one they pick up by default. Sound Sight Smell Consumer Talk to fewer people, with higher engagement Touch Taste
  • 21. HOW TO SAY IT NEUROMARKETING 22 Example: Share of Mind Case Study Space in the mind is limited, particularly in the rational mind. The below shows brain retention of particular brands before, during and after viewing them on American Idol. Other Shown Pre-American Idol/Stimulation Before the show there was equal share in the mind for the below brands Degree of Integration During the show, through constant exposure, the share of mind for Coke increased Other Brain Stimulation after watching American Idol After the show, the result was that Coke permanently took up a higher share of brain than before, at the expense of other brands
  • 22. HOW TO SAY IT NEUROMARKETING 23 A Couple of Examples Martin Lindstrom’s studies found that brain activity scans showed a high correlation between holistic brands and symbols of religious faith. Apple is a brand who has tapped into these somatic markers so effectively that their purchase is akin to “blind faith”. “high correlation between holistic brands and symbols of religious faith” Religious faith Holistic brands
  • 23. HOW TO SAY IT NEUROMARKETING 24 A Couple of Examples cont... So how do you become a “religious” brand? Lindstrom’s Elements of Religious Faith and Holistic Brands show that there are certain things you need to provide in order for your customers to deeply identify with you. Higher Order Lower Order Rituals Mystery Symbols Evangelism Grandeur Storytelling Sensory Appeal Power From Enemies Clear Vision Sense of Belonging
  • 24. DIRECT RESPONSE
  • 25. HOW TO SAY IT DIRECT RESPONSE 26 Styles of Direct Response Marketing We noticed your behaviour You told us you wanted this This month we are selling 12 3Relevancy Receptivity 1 2 3 Informing Recommending Selling
  • 26. HOW TO SAY IT DIRECT RESPONSE 27 Direct Response Direct response is very different from many of the ads you see in magazines and on TV. Its purpose is not to create a branding image, it’s to do one thing and to do it well… get a response. And not just get a response, but get your target audience to respond by taking the action you want them to take, quickly and eagerly. You can use the “BURPIES” checklist as a guide to direct you towards receiving a great response... Does it fulfil the below promises? B U R P I E S Big Promise Use Imagination Rarity Points (bullets), curiosity building Irresistible Offer ($ Price here) Evidence - case study, testimonials, guarantees Sale - ask for the order According to the Direct Marketing Association (DMA) 43% of consumers prefer to respond to an advertisement online. copywritingspecialists.com & purlmarketing.blogspot.com
  • 27. HOW TO SAY IT DIRECT RESPONSE 28 Direct Response Implementation Discovery and Analysis Evaluate Enhancement Implement Data Management • Development of effective data strategies • Define segmentation strategy • Develop communications • Execute How do we maintain the quality of our data? What data gaps existsand how do we fill these? • ROI • Understand • Appraise • Rank What data is available and what can we learn from it?
  • 28. HOW TO SAY IT DIRECT RESPONSE 29 The BOSCH Formula B O S C H Be inquisitive - ask open questions Offer solutions - talk about the end-result benefits for the customer Stimulate the senses - let the customer test your product Cross-sell - think of all the necessary accessories Hit the closing point - sell when the customer is ready to buy Brett McFall
  • 29. HOW TO SAY IT DIRECT RESPONSE 30 The 5 Step (POWER) Copywriting Process P O W E R Prepare: Start with good information about your product/service. Organise: Organise the essential points e.g. description, purpose, price, features, benefits, guarantees, offer, deadline etc. Write: Create your headline and subheads by reviewing your prime benefit, offer, deadline, price, description and guarantee. Expand on each subhead to create body copy, explaining each benefit, listing features, etc. End with a call to action, reviewing the method of ordering, price, deadline and guarantee. Edit: Refine to a clean, crisp, concise message. Review every word. Does every word add to the message? Does the headline grab attention? Have I made it clear what I want the reader to do? Review: Put your copy aside for a few days and read it later. Show a few people. If they do not understand it at a glance it isn’t going to work. Clarify the offer if necessary. List any negatives. Brett McFall
  • 30. SINGLE-MINDEDNESS If you throw 6 balls at somebody they’ll likely drop all or at best catch one, and it probably won’t be the one you wanted them to catch! Successful advertising is one ball, one catch!
  • 31. HOW TO SAY IT SINGLE-MINDEDNESS 32 Defining Great Communication Great communication is very simple Shows an insight into our humanity Has an idea that involves people • It focuses on only one thing • Having a single-minded idea makes it easier for people to “get” it • It understands us • It strikes a nerve • It stays with us • On both a rational and emotional level • Capable of effecting a change in both people’s thoughts and behaviour
  • 32. HOW TO SAY IT SINGLE-MINDEDNESS 33 Essence of Communication The agency creative brief should demonstrate a clear understanding of your brief and contain: • the insight that will allow communication to differentiate your brand with your target audience • the evidence that underpins the insight • the SMP • target audience demographics and psychographics • mandatories • key dates to enable the campaign to be delivered on time Single-Minded Proposition: The most important thing we can tell the target market You know... the elevator test!
  • 33. HOW TO SAY IT SINGLE-MINDEDNESS 34 Ideas vs. Information The Power of an Idea Einstein described his Theory of Relativity in the following way: “that the laws of nature are the same for all observers in unaccelerated motion and that the speed of light is independent of the motion of its source, so that the time interval between two events was longer for an observer in whose frame of reference the events occur in different places than for the observer for who they occur at the same place.” He also described relativity in another way: “If you talk to a beautiful woman for an hour, it will seem like a minute but if you had to sit on a hot stove for a minute, it will seem like an hour. That,” said Einstein, “is the theory of relativity!”
  • 34. HOW TO SAY IT SINGLE-MINDEDNESS 35 What makes a Great Idea? The essence of a really good idea is about identifying your unique selling point and then delivering your message in an original and clever way. Here are a few examples of great ideas in advertising! Any great idea will do!
  • 35. HOW TO SAY IT SINGLE-MINDEDNESS 36 Example: Papa John’s Pizza
  • 36. HOW TO SAY IT SINGLE-MINDEDNESS 37 Example: Copenhagen Zoo
  • 37. HOW TO SAY IT SINGLE-MINDEDNESS 38 Example: Belgium Cancer Foundation
  • 38. HOW TO SAY IT SINGLE-MINDEDNESS 39 Example: Australian Red Cross
  • 39. HOW TO SAY IT SINGLE-MINDEDNESS 40 Example: BBC World
  • 40. HOW TO SAY IT SINGLE-MINDEDNESS 41 Example: Seeing Eye Dogs Australia
  • 41. HOW TO SAY IT SINGLE-MINDEDNESS 42 Example: Global Coalition for Peace
  • 42. HOW TO SAY IT SINGLE-MINDEDNESS 43 Example: Panasonic
  • 43. HOW TO SAY IT SINGLE-MINDEDNESS 44 Example: Summerville
  • 44. HOW TO SAY IT SINGLE-MINDEDNESS 45 Example: Karate Bushido
  • 45. HOW TO SAY IT SINGLE-MINDEDNESS 46 Example: Heinz
  • 46. HOW TO SAY IT SINGLE-MINDEDNESS 47 Example: Jobs in Town
  • 47. HOW TO SAY IT SINGLE-MINDEDNESS 48 Example: Colgate
  • 48. HOW TO SAY IT SINGLE-MINDEDNESS 49 Example: Yoga Center
  • 49. HOW TO SAY IT SINGLE-MINDEDNESS 50 Keeping it Simple When asked what single event was most helpful to him in developing the theory of relativity, Albert Einstein is reported to have answered: “Figuring out how to think about the problem.” You have to simplify not complicate. Information degrades into noise, redundancy, and banality. “More” does not solve the problem. Cherish what is simple. If you are trying to communicate a large number of things, simplify it to something that people can understand in their minds.
  • 50. ASSESSING ADS “I like” and “I don’t like” really doesn’t help marketing departments and advertising agencies make great work together. “it works” or “it doesn’t work” because A,B,C is a better conversation – here’s how...
  • 51. HOW TO SAY IT ASSESSING ADS 52 Assessing Communication 1. Impact Nothing happens without impact. Studies show the consumer reacts to advertising as folows: 86% of advertising is ignored 7% is remembered 7% is remembered favourably. The really scary number is the first one, 86% of advertising is ignored. The most important part of any advertising (by a factor of 17 to 3) is to stand out, to separate itself from its environment. Without this, nothing happens 2. Communication This isn’t art, this is propaganda. It doesn’t matter what we think we said. What matters is what the consumer thinks we said. So: Subjectivity bad Objectivity good Implicit bad Explicit good 3. Persuasion Advertising is a “zero sum” game. There is a finite amount of consumer spending available. No new money will appear. If you want some of it you need to divert it from somewhere else. You need to let the consumer know what they are expected to buy your product instead of. This is where predatory thinking comes in and, in creative briefing, the binary brief. Impact is the delivery system that makes sure the warhead gets to its target. Communication is the firing device that makes sure it goes off. Persuasion is the warhead. But, without the first two (the Advertising parts) the warhead (the Marketing part), stays where it is and becomes part of the 86%. Dave Trott
  • 52. HOW TO SAY IT ASSESSING ADS 53 AIDA(S) A I D A S Attention: Attract the attention of the customer. Interest: Raise interest by demonstrating features and benefits. Desire: Convince them that it will satisfy their needs. Action: Lead customers towards taking action and/or purchasing. Satisfaction: So they become a repeat customer and refer.
  • 53. TOOLS FOR DRIVING GREAT ADVERTISING
  • 54. HOW TO SAY IT TOOLS TO DRIVE ADVERTISING 55 The 3 Part Brief Opportunity 1 2 3 Message Reason to Believe What is the opportunity or problem? Why are you advertising? Take the consumer’s point of view, i.e. not “sales are down”, but rather “consumers are choosing a cheaper alternative.” What do we want people to do as a result of the advertising? Who are we talking to? A rich description of the target group, their beliefs, and feelings about the category, personality and lifestyle dimensions. More than demographic information, although that is important. What is the key thing that we want to say in the advertising? State succinctly the single thing we want to communicate. What information or attribute might help cause a response? It could be a key product attribute, a key user need which the brand fulfils etc. Avoid a laundry list approach. What is the key response that we want from the advertising? State succinctly the single thing we want people to feel or notice or believe as a result of the advertising.
  • 55. HOW TO SAY IT TOOLS TO DRIVE ADVERTISING 56 The 9 Questions 1. What am I offering? 2. Who am I and what are my credentials? 3. What problem does my offer solve? 4. Why is it worth trying or buying? 5. Who is my target audience? 6. Who are my competitors and how am I different from them? 7. What resistance or objections will people have to this? 8. What is the purpose of my pitch? 9. When, where and how do I want people to take action?
  • 56. HOW TO SAY IT TOOLS TO DRIVE ADVERTISING 57 Testimonials The testimonial: A trifecta of vanity, jealousy, and fear of being left out. The bandwagon: Polls and panels always make good authority figures to create a bandwagon. Example: Honda Accord: “In the eight years Car & Driver magazine has presented its Ten Best list, only one car has been chosen every time.” Crest toothpaste: “Four out of five dentists surveyed, recommend Crest”
  • 57. HOW TO SAY IT TOOLS TO DRIVE ADVERTISING 58 Power of Testimonials A good testimonial really is worth gold. A testimonial can get your prospect excited about buying (which is something they want to do anyway) and it also reduces their anxieties about buying from you because they can read (or hear) about the success you've had with someone like them, through a testimonial. The formula: I am like you. I had a problem like you and wanted to achieve the same benefits that you do. Like you, I was concerned about what I should do, wondering if anyone could really help. Well, now I know. (Your product or service) provided (the benefit I desired). Just like it will do for you.
  • 58. The End
  • 59. Congratulations on completing Book 5: How to Say It The final book in the Brand Box series is Book 6: When and Where to Say It Contact us to get yourself a copy stepchangemarketing.com | +61 2 8028 6405 | info@stepchangemarketing.com The Brand Box series