Turn On Thinking
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Turn On Thinking

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Turn On Thinking Turn On Thinking Presentation Transcript

  • TURN ON THINKING! Strategic concept by Rafał Maciąg
  • Droga Droga na tamten świat. I. Introduction II. Message sender / Target group – first impresion III. Common consciousness issue - Today’s marketing essence IV. Individualised message (I amSTERDAM – case study) V. Mental tension VI. Metodology and strategic tools VII. Semiotic solutions (Selling strategy) VIII. Selling/Strategic brief IX. Communication brief X. Neuromarketing – referential analysis (Sony Bravia) XI. Summary CONTENTS
  • In world's authorities (Philip Kotler, Alan Andreasen, Dominika Maison) opinion non-profit marketing (and non-profit advertising as a part of it) differs from commercial marketing only with it's aim - it affects on social behaviours with benefits for target groups and whole societies. These authorities also point on implementation the Marketing Mix rule for non-profit campaign activities. 5P = product, place, promotion, price, people. At once it seems like classic models of advertising influence (such as AIDA) has limited implementation with non-profit campaigns. Especially if our aims are longterm (such as change of attitude). In such picture we recommend to concentrate on other model of message influence MEMORY / AFFECT /COGNITION Planning our activities we should remember about the difference between commercial advertising and  non-profit advertising basing on changeable attitude (simple for commercial ad and complex with non-profit ad) - expected level of change (shallow/deep), kind of message (pleasant/unpleasant), kind of profits (close/far), intensions of sender (help/benefit) and budget (bigger/smaller). Working on strategic part of our proposal we realise that proper understanding of the challenge we are facing requires: holistic thinking (Think Strategic 2.0) and most effective strategic tools selection. Our proposal includes: complex research on all issues, branding issues, behavioral understanding of target group, creative process management, cognitive processes, advanced creative concept pre-test and effective media planning. I. INTRODUCTION
  • In unpredictable times (when everything changes quickly ), it is necessary to shape the strategy as the story, using the main and marginal themes , with pictures and characters, rather than graphs and numbers.
  • FIRST IMPRESION
  • IS THIS HOW YOUR CUSTOMERS SEE YOU? (and they are listening without hearing)
  • Who are you? ……………………………………………………. What do you do? ………………………………………………. Why does it matter? ………………………………………….. THE FOCUS TEST:
  • Key to the effective communication is proper understanding all the reasons why your message would be important for your target group. It’s your purpose.   Next step would be correct answer to these questions: - who they really are (people you are talking to): in a simple, human way - what are you facing Unless you have satisfactory answers to these questions, you need more focus.
  • Do we really know WHO ARE WE TALKING TO? Psychography and demography are elementary steps to understand people. Key is to know how they act and how they make decisions.   . (ADVANCED SEMIOTICS SOLUTION ARE NECESSARY) III. Common consciousness issue
  • Let’s watch more precisely… ( and proper understanding what are we facing )
  • Is that so? Your Audience = Collective Consciousness? Collective consciousness does not exist.
  • The same as BLACK dots in the left picture. Why? Because a collective target group doesn’t exist in the non-profit communication.
  • Though a sum of individual consciousness can exist (as communities, for example: Facebook users, Apple maniacs or Harley Davidson lovers) This is why…
  • … today marketing is about creating tribes. Nowadays communities are not only artefacts. Psychologists, sociologists and marketing/communication experts do understand that being a part of some community/group/collectivity with its social roles is natural human need. 1900 1925 1950 2000 FEATURES „ What it is” BENEFITS „ What it does” EXPERIENCE „ What you feel” IDENTYFICATION „ Who you are”
  • IV. Am sterdam while changing his look had to face collective social consciousness. How did Amsterdam shook this burden off? SEX, DRUGS & ROCK AND ROLL ? CASE STUDY
  • Success recipe:   Amsterdam created individualized message and used in effective - integrated - way all available information careers. Amsterdam placed emphasis on what was important to it’s target group putting aside qualitative arguments (we only have one museum/ Van Goghmuseum ≠ we have 39 various museums) CASE STUDY
  • What kind of behaviour it is? MENTAL TENSION This is one of our key questions
  • VERBATIM: It is no concern of mine.
  • What ideas, gestures, experiences can we create to transform the way people think, feel, behave? STRATEGIC QUESTION
  • What should the strategy contain so that we could lead it through more human lens ? They let's make map of methodology
  • Strategic thinking 2.0 Map of Metodology Experience / Know-how Brave / Creativity Research Semiotics solution Human Purpose Neuromarketing People Behaviour PROCESS PROCESS PROCESS
  • The objective of the research for the TURN ON THINKING campaign
      • Identifying the current problematic perceptions, attitudes and behaviour : common international misperceptions are:
        • I drink small amount that does not affect my driving at all
        • I am a good and experienced driver and can control my driving
        • I was never caught and there is a zero chance to be caught this time
        • It is only a short drive and the roads are empty
        • I have a good car and I am safe even if an accident happens
        • I have no choice, as there is nobody to drive my car
        • Even if I am caught, the penalty is small and worth the risk
      • Identifying the social aspect of the problem: Drinking and driving is more common among young people, but there is a difference between employment status, education, gender or marital status. The research enables to map the risk level of each group
      • Identifying the temporal and spatial attributes : Drinking and driving is more common in weekends night, and during new year season. Also, there is a difference between urban and rural roads. The research should identify the time of week and year, and the location where Drinking and Driving is more common in Poland
      • Identifying the most effective message : even when we know the target group that we want to influence, there are still many alternative messages that we can convey to influence the target group. These messages have varying effect and it is important to select the most effective message to obtain the maximum effect of the campaign. Example of messages are:
        • Even the small amount affect your driving
        • Drinking and driving will cost you your license, freedom and even life
        • Parents – watch your kids and do not let them drink
        • Always designate a sober driver when going to pub/party/out
      • Testing the proposed creative: it is recommended to research the proposed creative and to fine-tune to campaign materials to obtain maximum effect
      • Measuring the campaign effectiveness : the campaign is measures by its exposure, clarity, its ability to influence perceptions and attitudes, changing behaviour, and ultimately - reducing the number and the severity of road accidents due to drinking and driving. All these effects should be measured by the campaign
      • Identifying the next stages : every road safety campaign should recommend also how to proceed in the future in order to benefit from the campaign momentum. The research should assist in identifying these stages
  • Sources and types of the research we intend to conduct for „TURN ON THINKING” campaign .
      • The fol lo wing table presents the research mix we intend to use for the campaign.
      • For each research tool we mention the expected findings
    Research Type Expected Finding Int’l practice / polish experience Polish Accident data base Qualitative research / focus groups Quantitative research on perception & stated behavior Observed behavior Neuro-marketing Gain insight into current perceptions, attitudes and behavior Identify current risks and weak points Determine target groups Compare with international benchmarks Identify potential messages Test creative materials Measure campaign effectiveness (before-after)
  • SELLING STRATEGY Model semiotics tool TRUTH ABOUT MAN TRUTH ABOUT CULTURE TRUTH ABOUT COMMUNICATION TRUTH ABOUT CATEGORY
  • TRUTH ABOUT MAN Human behaviour Self-assessment Social roles Problem solving Authority What is important? Mindsets Insights Noticing world
  • TRUTH ABOUT CULTURE Cultural ethnography Semantics & Hermeneutics Memetics Cultural Fuel Political culture Mental culture Semiotics solutions Cultural Relevance
  • TRUTH ABOUT CATEGORY Social psychology Cultural Relevance PROBLEM ARCHEOLOGY Political costs ADVERSARY Victims Services Statictics Socioeconomic costs Eye witnesses Places Figures Category Re-Definition
  • TRUTH ABOUT COMMUNICATION Media Dynamic Touch points Integrated Marketing Symbolism Hiperrealism Knock or Panegyric Social Marketing Emotional Engagement Holistic Solusions 360 o True Stories Media Agnostic Clutter Publicity PR’s Ambient Guerilla Event Selling Strategies Content Creation Disruption
  • SELLING STRATEGY ACCUMULATION UNDERSTANDING TRUTH ABOUT MAN TRUTH ABOUT CULTURE TRUTH ABOUT COMMUNICATION TRUTH ABOUT CATEGORY
  • Answer is key strategic question on question has advertising to fulfill what role? TO EDUCE? TO APPLAL? TO SHOCK?
  • Suasioned charactere of communication EXAMPLES
  • Selling Strategy: Emotional engagement SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder http://www.youtube.com/watch?v=c2nvAFOk7x0 TVC
  • Selling Strategy: Emotional engagement SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder PRINT
  • Selling Strategy: Emotional engagement SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder PRINT
  • Selling Strategy: True Stories http://www.youtube.com/watch?v=AjCdVMeRhwY SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate TVC
  • Selling Strategy: True Stories SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate PRINT
  • Selling Strategy: True Stories SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate PRINT
  • Selling Strategy: Symbolism http://www.youtube.com/watch?v=_kNnXPSGRhU SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) TVC
  • Selling Strategy: Symbolism SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) PRINT
  • Selling Strategy: Symbolism SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) PRINT
  • Selling Strategy: Content Creation http://www.youtube.com/watch?v=h-8PBx7isoM SPECIFIC ROLE OF THE ADVERTISING: to strike fancy TVC
  • Selling Strategy: Content Creation SPECIFIC ROLE OF THE ADVERTISING: to strike fancy PRINT
  • Selling Strategy: Content Creation SPECIFIC ROLE OF THE ADVERTISING: to strike fancy PRINT
  • Selling Strategy: Knock or Panegiric http://www.youtube.com/watch?v=foE3ZdVgnEk SPECIFIC ROLE OF THE ADVERTISING: to terrify TVC
  • Selling Strategy: Knock or Panegiric SPECIFIC ROLE OF THE ADVERTISING: to terrify PRINT
  • Selling Strategy: Knock or Panegiric SPECIFIC ROLE OF THE ADVERTISING: to terrify PRINT
  • Selling Strategy: Disruption http://www.youtube.com/watch?v=BdkYsYN8QjU SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) TVC
  • Selling Strategy: Disruption SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) PRINT
  • Selling Strategy: Disruption SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking) PRINT
  • Selling Strategy: Hiperrealism http://www.youtube.com/watch?v=5Z23CzSONiU&p=7E845FE7742AE9EF&index=12&playnext=3 SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock TVC
  • Selling Strategy: Hiperrealism SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock PRINT
  • Selling Strategy: Hiperrealism SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock PRINT
  • COMMUNICATION Brief
  • Final creative concepts should be examined with neuromarketing tools ( in paralell to q ualitative research / focus groups ). NEUROMARKETING
  • Neuro marketing NEURO TRACE™ referential analysis   Polish research company, Laboratory & Co, decided to conduct a neuromarketing test going beyond verbal self-reports to analyze people's subconscious, neurophysiological responses to the spot SONY Bravia „The Balls” 2005 . They invited 45 Warsaw citizens (50% of males and 50% of females) who represented the target group for the flat TV product category. Each of the respondents watched the commercial and they recorded, 500 times per second, their brainwaves (EEG) and their skin conductance (SCR). Results:   - the ad has a strong potential to stand out in a commercial block (because of intense positive emotion of the opening scene).   - genuine outburst of emotions comes with the shot that many people from outside the advertising industry cannot even remember. It arouses a strong positive response that last throughout the rest of the spot, i.e., during the presentation of the product benefit (inscription: “Color”), during product display(inscription: “SONY Bravia”) and in the final scene, where the slogan (“like no other”) and the brand (SONY) are presented. It is first peripheral cue.
  • The base of strategic thinking for effective implementation „TURN ON THINKING” campaign is perceiving it as one platform (way of thinking) consisting of three elementary questions:   - sober driving - seat belts - safe speed   The longterm aim is only one: safety increase!   Another key questions is complete review of all „TURN ON THINKING” activities across Poland and analysis of worldwide best practicies (non profit campaign case studies). It is necessary to analize strategic communications, media effectiveness, information careers and other communication possibilities within integrated campaign, publicity and PR’s.   Complex target group understanding requires advanced qualitative and quantitative researches and social culture studies, so that we could prepare proper: selling strategy, communication strategy (especially tone of voice) and develop long term activities.   Step by step we would use specialized tools available in Consortium to scan effectiveness of our actions. SUMMARY
  • Rafał Maciąg 2010