Planning for Proposition's

Planning for propositions
October 2010
Clare Briscall: Planning Director

Our goal – to present creative concepts and strategy to clients that is ‘on brief’ and will deliver against their business and communication objectives, and give them the desired return on investment.
So how do we do this…

Client Vs. Agency
http://www.youtube.com/watch?v=f2bJfcIHsLw
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Planning approach
Strategy
Strategic planning session
Proposition defines creative and tactical approach
Our role to be brand custodians
Business and communication objectives give calls to action and ROI direction
Research
One to one – in-depth
Focus groups
Online surveys
Market analysis
Competitor surveys
Ad Dynamix
IPA – market trends
Trend reports
Constant monitoring
Insight
that drives:
Immersion
Inspiration
Integration

Why planning?
Deliver insight into customer behaviour
Why?
Be informed about where they are now and, if we’re
smart, in what direction their thoughts are heading.
Why?
Think about the consumer and deliver insight that tells us what to say and how to talk to them.
Why?
Build an emotional connection
that ensures they respond to
call to action.

BE INFORMED

Michael McIntyre listens to his audience
He never takes his audience for granted – he hires people to mingle with the audience and eavesdrop their reactions – when people buy tickets through Ticketmaster , they are invited to leave comments about the show, and he always reads them (there were more than 5,000 last year) and pays attention. “Because they’re my fans, I should listen to them”.
Michael McIntyre interview Sunday Times Oct 2010

Redrow listen then think to deliver campaigns
Redrow homes launched The New Heritage Collection in January 2010. With new show homes opening every month Redrow is keen to pulse check whether the new interior design shows the homes to best advantage to inspire and motivate.
http://www.youtube.com/user/madhouseassociates?feature=mhum
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Customer focus groups held July 2010 – Buckshaw Village, Chorley.

Tony Blair thinks planning makes sense…
“He would analyse it, explain it and predict its consequences with an insight that rose above the mundane expression of ‘they like this’ or ‘they hate this’. It would get to where the public might be brought, as well as where they presently felt comfortable. In this, he became a strategist not a pollster.”
Tony Blair - A Journey
Tony Blair talking about Philip Gould – one of his core team at No 10.

Proposition development
Key thought
What our customers are thinking when they are about to buy our product or experience our brand.
The decision making process explored.
Tone of voice
How can we speak to our customers to make them believe in the positioning of our brand and product.
Brand positioning
Product/sub brand positioning
Proposition

White Stuff creates an experience…
“Our customers are feeling guilty about making purchases so they need the most compelling reason to buy. We’ve worked hard to create a unique shopping experience that is unlike anything else on the high street.”
Sally Bailey Chief Executive
Sally Bailey talking to The Telegraph on its plans to open 10 further stores
by the end of 2010.

CHALLENGE AND MEASURE

Stephen Fry wants us to be curious
“If you are hungry for food you are prepared to hunt high and low for it. If you are hungry for information it is the same. Information is all around us, now more than ever before in human history. You barely have to stir or incommode yourself to find things out. The only reason people do not know much is because they do not care to know. They are incurious. Incuriosity is the oddest and most foolish failing there is.”
Stephen Fry The Fry Chronicles

Planning gives us…

A few good creative men
http://www.youtube.com/watch?v=gYEf8XZKlUU
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Thank you.

Planning for Proposition's

by Madhouse Associates

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