Strategic planning in advertising Presentation Transcript
STRATEGICPLANNINGIN ADVERTISING By Gri n Farley for the Tampa Ad2 Club September 2009
This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to uppermanagement. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
First Job in AdvertisingIt also hit home for me because my first job in advertising was marketingtoys.
year year year year year year 1 2 3-4 5-6 7 8-10Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
My Goal TonightI want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new cometalk to me afterwards.
Brand Planning Account Planning Media Planning Connection Planning Propagation Planning Transmedia PlanningThese are the different forms of strategic planning that I am going to talk about tonight.
WHO DOES BRAND PLANNING?Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
WHAT DOES BRAND PLANNING PRODUCE?Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New ProductDevelopment Ideas, Retail Store Environment Themes, Naming Results
TOOLS TELL PRODUCT STORIESI want to talk about how brand planning can tell product stories better.
Deliverable: Product Proposition (Products O er _________ ) Oneness Brotherhood Beauty Wonder Truth Accomplishment Security Freedom Justice Love Duty WisdomBook: The Experience Economy, developing meaningful consumer experiencesWhat is the core emotional meaning of this product and what does it offerpeople?
Deliverable: Brand Positioning Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book(Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester)Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation -Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
WHO DOES ACCOUNT PLANNING?AdAgencies
Before Account Planning Client Account Director Creative ResearchBook: How to Plan Advertising
After Account Planning Client Account Account Director Planner CreativeBook: How to Plan Advertising
WHAT DOES ACCOUNT PLANNING PRODUCE?Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, CompetitiveAudits, Consumer Profiles
TOOLS FINDING INSIGHTI want to talk about how account planning can help find better insights.
Deliverable: An Insight Where do insights come from?
Deliverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model
Haagen-DazsGoodby Silverstein Societal Platform Political Action PR Social http://www.effie.org/winners/showcase/2009/3595
WHO DOES MEDIA PLANNING?Media Buying and Planning Agencies, Ad Agencies
TOOLS LEVERAGE PARTNERSI want to talk about how media planning can leverage partners better.
Lexus Team One Publishing ContentCustomization http://work.canneslions.com/media/?award=2
What’s the di erence between Media Planning and Connection Planning EngagementMedia Plans Plans Reach & Relevance &Frequency Context Cost per Cost perThousand Advocate (CPM) (CPA) Share of Share of Voice Culture
WHO DOES CONNECTION PLANNING?Media Buying and Planning Agencies, Ad Agencies
TOOLS MEDIA CLUTTERI want to talk about how connections planning helps brands break through the media clutter.
go where people are, not where media is foundCopy: “Hey, city that never sleeps. Wake up.”Product: Folgers
go where people are, not where media is foundCopy: “Keep Playing”Product: A Venice Italy Casino
know the time and place of your messageCopy: “To all those who use our competitors’ products: Happy Father’s Day.”Product: Durex condoms
media that makes people participateMessage: Make trash a sportProduct: Nike
Oasis Dig Out Your Soul BBH NYCUser Generated Content Reinventing an album launch http://www.youtube.com/watch?v=Qo_Bex8zmuQ
Branding as Matching LuggageThis doesn’t work in Transmedia Planning Storytelling is incredibly important here
WHO DOES TRANSMEDIA PLANNING?Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
WHAT DOES TRANSMEDIA PLANNING PRODUCE?Alternate Reality Games, Worlds that Brands Create, Remixed Content
TOOLS COMBINE AND REMIXI want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
TRUE BLOOD LAUNCH CASE STUDY 1 2 3 4 5 CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTSCampfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
http://www.youtube.com/watch?v=9u-TWKHS6Gg Dark Knight - Why So Serious 42 Entertainment Community Experience ARG
WHO DOES PROPAGATION PLANNING?Social Media Firms, Communication Planning Firms, Ad Agencies
WHAT DOES PROPAGATION PLANNING PRODUCE?Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
TOOLSSHARE AND INFLUENCE
OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDEBBDO Sydney
SO HOW DO YOU PLAN WITH BOTHOLD FUNNEL AND NEW FUNNEL OBJECTIVES?
EXPAND YOUR DEFINITION OF MEDIAGroup M, 2008 Account Planning Conference in Miami
BRING NEW THINKING TO COMMUNICATION PLANNING PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach
The Great Schlep Droga 5 Branded Content PR as reach 342 million impressionsSocial media distribution http://www.youtube.com/watch?v=-c3ImbC2BBk
Plan not for the people you reach, but the people they reachGrandchildren of Jewish Florida Voters Jewish Florida Voters 52