Strategic Planning In Advertising

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    Notes on slide 1

    1) This weekend I watched big with my family
    2) The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about.
    3) The best planners are able to think about their consumers like that

    I 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 come talk to me afterwards.

    Research and Brand Managers in Marketing Departments
    Brand Consulting Firms
    Ad Agencies

    Brand Positioning Statements
    Brand Strategies
    Brand Audits
    Brand Propositions
    Product Propositions
    Consumer Motivational Drivers
    Brand Portfolio Architectures
    New Product Development Ideas
    Retail Store Environment Themes
    Naming Results

    What is the core emotional meaning of this product and what does it offer people?

    (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

    Ad Agencies

    Creative Briefs
    Key Strategic Ideas
    Business Building Tactics
    Ongoing Awareness Tracking Studies
    Surveys
    Discussion Guides for Focus Groups
    Communication Plans
    Competitive Audits
    Consumer Profiles

    Media Buying and Planning Agencies
    Ad Agencies

    Media Buying and Planning Agencies
    Ad Agencies

    Communication Planning Firms
    ARG Firms
    Film Production Houses
    Ad Agencies

    Alternate Reality Games
    Worlds that Brands Create
    Remixed Content

    Social Media Firms
    Communication Planning Firms
    Ad Agencies

    Social Media Influencer Identification
    Communication Plans
    Organized Social Media Campaign Launch Strategies

    63 Favorites

    Strategic Planning In Advertising - Presentation Transcript

    1. Strategic Planning in Advertising Tampa Ad2 Club September 2009
    2. First Job in Advertising
    3. year year year year year year 1 2 3-4 5-6 7 8-10
    4. My Goal Tonight
    5. Brand Planning Account Planning Media Planning Connection Planning Propagation Planning Transmedia Planning
    6. Brand Planning
    7. WHO DOES BRAND PLANNING?
    8. WHAT DOES BRAND PLANNING PRODUCE?
    9. TOOLS TELL PRODUCT STORIES
    10. Deliverable: Product Proposition (Products Offer _________ ) Oneness Brotherhood Beauty Wonder Truth Accomplishment Security Freedom Justice Love Duty Wisdom Book: The Experience Economy, developing meaningful consumer experiences
    11. Deliverable: Brand Positioning Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book
    12. Account Planning
    13. WHO DOES ACCOUNT PLANNING?
    14. Before Account Planning Client Account Director Creative Research Book: How to Plan Advertising
    15. After Account Planning Client Account Account Director Planner Creative Book: How to Plan Advertising
    16. WHAT DOES ACCOUNT PLANNING PRODUCE?
    17. TOOLS FINDING INSIGHT
    18. Deliverable: An Insight Where do insights come from?
    19. Deliverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model
    20. Haagen-Dazs Goodby Silverstein Societal Platform Political Action PR Social http://www.effie.org/winners/showcase/2009/3595
    21. Media Planning
    22. WHO DOES MEDIA PLANNING?
    23. TOOLS LEVERAGE PARTNERS
    24. Lexus Team One Publishing Content Customization http://work.canneslions.com/media/?award=2
    25. What’s the difference between Media Planning and Connection Planning Engagement Media Plans Plans Reach & Relevance & Frequency Context Cost per Cost per Thousand Advocate (CPM) (CPA) Share of Share of Voice Culture
    26. Connection Planning
    27. WHO DOES CONNECTION PLANNING?
    28. TOOLS MEDIA CLUTTER
    29. go where people are, not where media is found Copy: “Hey, city that never sleeps. Wake up.” Product: Folgers 30
    30. go where people are, not where media is found Copy: “Keep Playing” Product: A Venice Italy Casino 31
    31. know the time and place of your message Copy: “To all those who use our competitors’ products: Happy Father’s Day.” Product: Durex condoms 32
    32. media that makes people participate Message: Make trash a sport Product: Nike 33
    33. http://www.youtube.com/watch?v=oLZPIqwMmvk 34
    34. Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch http://work.canneslions.com/titanium/?award=22
    35. Transmedia Planning
    36. Branding as Matching Luggage This doesn’t work in Transmedia Planning Storytelling is incredibly important here
    37. WHO DOES TRANSMEDIA PLANNING?
    38. WHAT DOES TRANSMEDIA PLANNING PRODUCE?
    39. TOOLS COMBINE AND REMIX
    40. TRUE BLOOD LAUNCH CASE STUDY 1 2 3 4 5 CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS 41 Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
    41. http://work.canneslions.com/titanium/index.cfm? award=22&sort=0&order=1&keywords=42+Entertainment&s ubmit.x=26&submit.y=11&submit=Go Dark Knight - Why So Serious 42 Entertainment Community Experience ARG
    42. Propagation Planning
    43. WHO DOES PROPAGATION PLANNING?
    44. WHAT DOES PROPAGATION PLANNING PRODUCE?
    45. TOOLS SHARE AND INFLUENCE
    46. OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE 47 BBDO Sydney
    47. SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES? 48
    48. EXPAND YOUR DEFINITION OF MEDIA 49 Group M, 2008 Account Planning Conference in Miami
    49. BRING NEW THINKING TO COMMUNICATION PLANNING PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach 50
    50. The Great Schlep Droga 5 Branded Content PR as reach 342 million impressions Social media distribution http://work.canneslions.com/titanium/?award=22
    51. Plan not for the people you reach, but the people they reach Grandchildren of Jewish Florida Voters Jewish Florida Voters 52
    52. WANT MORE?
    53. Good Ideas Salons.com 54
    54. GOOD IDEAS IN ADVOCACY Nov. 5th 5:30-7:30 pm @22squared 55

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