COMMUNICATION PLANNING
The Other Half of the Advertising Puzzle
Charles Pinkerton, Partner
The Media Kitchen

be brave | b...
“IMAGINATION
IS MORE
IMPORTANT
THAN
KNOWLEDGE”
WHY ARE WE SO INTERESTED IN COMMUNICATION
PLANNING?
QUITE POSSIBLY BECAUSE WE CAN’T SEEM TO EVEN
DEFINE IT?
The art and science of making a message visible in the marketplace...
HOW CAN YOU KNOW IF YOU ARE DOING
SOMETHING WELL IF YOU DON’T KNOW WHAT IT IS?
SO I WILL BE SPEAKING ABOUT WHAT I THINK IT IS?
BUT FIRST SOME THINGS, I WILL NOT BE SPEAKING
ABOUT
A BETTER WAY TO FIND A
FACE IN THE CROWD
NOR HOW OFTEN THEY ARE ON
THEIR COMPUTER
NOR TO WHICH WEBSITES
THEY GO
NOR HOW LONG THEY
WATCH TV
NOR EVEN HOW MANY
MAGAZINES THEY READ
NOR ABOUT HOW MANY
BRIGHT SHINY TOOLS WE HAVE
NOR ABOUT HOW WE ARE
BETTER FIDDLING WITH
KNOBS THAN OUR
COMPETITORS
NOR THAT WE HAVE A ADMIXTURE OF
MEDIA TO CURE YOUR ILLS
NOR ABOUT THE CRUCIAL12 STEPS TO
EFFECTIVE MEDIA PLANS
NOR WILL I BE ISSUING A PROCESS
CHART...
THAT SHOWS ALL THE “SILVER...
BELIEVE ME, EVERY MEDIA COMPANY HAS THESE:
THE TOOLS
THE KNOB TURNERS
THE PROCESS CHARTS
THE PAGES ON THEIR WEBSITE TALKIN...
SO SOMETHING’S WRONG
MY OPINION IS THAT WE ARE HERE BECAUSE WE
REALIZED THAT THE WORLD HAS CHANGED
AND THAT OUR EVER-BETTER TOOLS ARE NOT
WHOLLY SOLVING OUR COMMUNICATION PROBLEMS
AND WE FIGURED OUT HOW TO CHANGE OUR
APPROACH TO CREATIVE, BUT NOT TO MEDIA
WE KNOW WE HAVE EXHAUSTED CONSUMERS
THE AVERAGE CONSUMER SEES OR HEARS OVER
200 PIECES OF ADVERTISING OR BRAND EXPOSURES E...
CREATIVELY WE HAVE ADJUSTED
Unique Selling Proposition
Reasons to Believe
Product Superiority

Brand Meaning
Lifestyle Bad...
AN EXAMPLE
Colgate 1954

PRODUCT

•2 Mins
•Built on a jingle
•Only Colgate has “irium” and

“RTF”
•For whiter teeth, fresh...
WE HAVE EVEN CREATED A NEW ROLE WHOSE SOLE PURPOSE IS TO HELP
CREATIVE TEAMS NAVIGATE THE CURRENT LANDSCAPE ... VIA
PSYCHO...
WE EVEN HAVE A BROADLY ACCEPTED
DEFINITION FOR WHAT THEY DO
The Account Planner’s primary function is to find consumer trut...
Behavioral Mapping

Engagement Metrics

Media Mix Modeling

Demography
Reach/Frequency
Ratings

Sub Segmentation

MEDIA HA...
TO DO SO WE NEED TO MAKE THE SAME LEAP THE CREATIVE AGENCIES
DID...AND FULLY UNDERSTAND MIND SPACE...
IN OTHER WORDS WE NE...
A DEFINITION OF THE COMMUNICATION
STRATEGIST
The Communication Strategist’s primary function is to find consumer and cultur...
THAT WAS EASILY SOLVED?

WASN’T IT?
FIVE CHALLENGES
1

THE ACCOUNT PLANNER HAS FEWER VARIABLES TO
CONSIDER
Character
Mapping

Behavior
graphics

Web/
Client
Tracking

Focus
Groups

Psychology

Mission
Statement

Social
Networks

...
1

THE COMMUNICATIONS STRATEGIST HAS MUCH
MORE TO CONSIDER
Character
Mapping

Focus
Groups

Web/
Client
Tracking

Behavior
graphics

Psychology

Mission
Statement

Social
Networks

...
1

WHILE THE ACCOUNT PLANNER SYNTHESIZES TO SINGLE
PLATFORM
THE COMMUNICATION STRATEGIST CAN ONLY
NAVIGATE AND WEIGH THE I...
Character
Mapping

Focus
Groups

Web/
Client
Tracking

Behavior
graphics

Psychology

Mission
Statement

Social
Networks

...
2

PROCESSES AND OPERATIONS CREATE ROADBLOCKS
STANDARD ADVERTISING MODEL

Account
Management

Production

Campaign

Positioning
Creative Brief
Account Planning

Media P...
INTEGRATED COMMUNICATIONS MODEL

Account Planning

Positioning/
Creative Brief

Account
Management/
Production
Campaign

C...
3

WE DON’T TRAIN PEOPLE TO THINK ACROSS
QUALITATIVE AND QUANTITATIVE
3

NOT MANY PEOPLE WHO ARE INHERENTLY ADEPT AT
UNDERSTANDING AND CRAFTING FROM BOTH SETS OF
INFORMATION
4

TERRITORIALISM

CREATIVES -- DO CREATIVE
ACCOUNT MANAGERS -- HANDLE THE CLIENT
ACCOUNT PLANNERS -- WRITE THE BRIEF
MEDI...
4

“I THINK YOU HAVE TO REMEMBER YOU ARE IN MEDIA”
“WHY WOULD NEED TO LEARN ANYTHING ABOUT THE HISTORY OF
THE COUNTRY? WE’...
5

AGENCIES ARE, AT BASE, PAID TO EXECUTE AND VERY RARELY TO THINK
AN EXAMPLE
Client expected original viewers of the program
(1979) as well as “hard core” fans of classic TV to
be the main target
But...
Indie/Art film fans admired the
writing, camera work and directing
Fans of proceedural police dramas
(e.g. CSI) universally...
Changed creative to look more like a
movie opening and placed moviesized poster in “coming attraction”
marquee’s, napkins,...
“IMAGINATION
IS MORE
IMPORTANT
THAN
KNOWLEDGE”
CHARLES PINKERTON
THE MEDIA KITCHEN

WWW.THEMEDIAKITCHEN.TV
CPINKERTON@MEDIAKITCHEN.TV
TWITTER: CPINKMEDIA
PRESENTATIONS: ...
Upcoming SlideShare
Loading in...5
×

Commsplanning 120726114749-phpapp02

197

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
197
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Commsplanning 120726114749-phpapp02

  1. 1. COMMUNICATION PLANNING The Other Half of the Advertising Puzzle Charles Pinkerton, Partner The Media Kitchen be brave | be inventive | defy expectations
  2. 2. “IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE”
  3. 3. WHY ARE WE SO INTERESTED IN COMMUNICATION PLANNING?
  4. 4. QUITE POSSIBLY BECAUSE WE CAN’T SEEM TO EVEN DEFINE IT? The art and science of making a message visible in the marketplace Placing the message at the right time and right place The ability to decide how much media to move into digital versus traditional channels Calibration of media and mediums for the best business results In-depth understanding of the use, effect and interplay of media on micro-targets and how they might react to those to achieve your marketing goals The study and practice of the interplay of words and images in traditional and modern media and in information design
  5. 5. HOW CAN YOU KNOW IF YOU ARE DOING SOMETHING WELL IF YOU DON’T KNOW WHAT IT IS?
  6. 6. SO I WILL BE SPEAKING ABOUT WHAT I THINK IT IS?
  7. 7. BUT FIRST SOME THINGS, I WILL NOT BE SPEAKING ABOUT
  8. 8. A BETTER WAY TO FIND A FACE IN THE CROWD
  9. 9. NOR HOW OFTEN THEY ARE ON THEIR COMPUTER NOR TO WHICH WEBSITES THEY GO
  10. 10. NOR HOW LONG THEY WATCH TV
  11. 11. NOR EVEN HOW MANY MAGAZINES THEY READ
  12. 12. NOR ABOUT HOW MANY BRIGHT SHINY TOOLS WE HAVE
  13. 13. NOR ABOUT HOW WE ARE BETTER FIDDLING WITH KNOBS THAN OUR COMPETITORS
  14. 14. NOR THAT WE HAVE A ADMIXTURE OF MEDIA TO CURE YOUR ILLS
  15. 15. NOR ABOUT THE CRUCIAL12 STEPS TO EFFECTIVE MEDIA PLANS NOR WILL I BE ISSUING A PROCESS CHART... THAT SHOWS ALL THE “SILVER BULLET” STEPS TO EFFECTIVE COMMUNCATIONS
  16. 16. BELIEVE ME, EVERY MEDIA COMPANY HAS THESE: THE TOOLS THE KNOB TURNERS THE PROCESS CHARTS THE PAGES ON THEIR WEBSITE TALKING ABOUT THEIR UNIQUE APPROACH TO COMMUNICATIONS PLANNING... ...BUT STILL WE HAVE THE LARGEST GROUP OF PEOPLE EVER TO LISTEN TO A 4A’S WEBCAST
  17. 17. SO SOMETHING’S WRONG
  18. 18. MY OPINION IS THAT WE ARE HERE BECAUSE WE REALIZED THAT THE WORLD HAS CHANGED
  19. 19. AND THAT OUR EVER-BETTER TOOLS ARE NOT WHOLLY SOLVING OUR COMMUNICATION PROBLEMS
  20. 20. AND WE FIGURED OUT HOW TO CHANGE OUR APPROACH TO CREATIVE, BUT NOT TO MEDIA
  21. 21. WE KNOW WE HAVE EXHAUSTED CONSUMERS THE AVERAGE CONSUMER SEES OR HEARS OVER 200 PIECES OF ADVERTISING OR BRAND EXPOSURES EVERY HOUR THERE ARE OVER 200 CHANNELS, THOUSANDS OF APPS, MILLIONS OF WEBSITES; ALL OF WHICH CAN BE TURNED OFF, SKIPPED OR IGNORED... THE AVERAGE-SIZED SUPERMARKET NOW CARRIES 46,000 PRODUCTS IN 1979 THERE WERE THREE VODKA BRANDS WITH NO VARIANTS AND THERE ARE NOW....WELL WHO REALLY CARES AFTER ROSE AND BACON & TOMATO? I STOPPED COUNTING ALMOST EVERY BRAND IS NOW LAUNCHED IN A COMMODITIZED MARKET
  22. 22. CREATIVELY WE HAVE ADJUSTED Unique Selling Proposition Reasons to Believe Product Superiority Brand Meaning Lifestyle Badge PRODUCT MIND SPACE THE PAST THE PRESENT
  23. 23. AN EXAMPLE Colgate 1954 PRODUCT •2 Mins •Built on a jingle •Only Colgate has “irium” and “RTF” •For whiter teeth, fresher breath and a brighter smile Nike 1994 MIND SPACE •30 sec •Black and white •No product claims or shots •No people •High School locker room •Just Do It
  24. 24. WE HAVE EVEN CREATED A NEW ROLE WHOSE SOLE PURPOSE IS TO HELP CREATIVE TEAMS NAVIGATE THE CURRENT LANDSCAPE ... VIA PSYCHOLOGY, SEMIOTICS, TREND MAPPING, CULTURAL MAPPING, ETC. MIND SPACE
  25. 25. WE EVEN HAVE A BROADLY ACCEPTED DEFINITION FOR WHAT THEY DO The Account Planner’s primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace.
  26. 26. Behavioral Mapping Engagement Metrics Media Mix Modeling Demography Reach/Frequency Ratings Sub Segmentation MEDIA HAS NOT PROGRESSED AS FAR MIND SPACE PRODUCT Measuring Exposure Measuring the Results of Exposure
  27. 27. TO DO SO WE NEED TO MAKE THE SAME LEAP THE CREATIVE AGENCIES DID...AND FULLY UNDERSTAND MIND SPACE... IN OTHER WORDS WE NEED COMMUNICATION STRATEGISTS
  28. 28. A DEFINITION OF THE COMMUNICATION STRATEGIST The Communication Strategist’s primary function is to find consumer and cultural truths and insights that identify the communication vehicle or vehicles for the message to be its most relevant, entertaining and memorable: resulting in effectiveness in the marketplace.
  29. 29. THAT WAS EASILY SOLVED? WASN’T IT?
  30. 30. FIVE CHALLENGES
  31. 31. 1 THE ACCOUNT PLANNER HAS FEWER VARIABLES TO CONSIDER
  32. 32. Character Mapping Behavior graphics Web/ Client Tracking Focus Groups Psychology Mission Statement Social Networks Creative Brief Focus Groups Brand Positioning Observation Positiioning Focus Groups Behaviors Psychological Mapping Self Concepts Political Structure Cultural Context Account Planners Focus Largely on Qualitative Factors MIND SPACE Trend Analysis Literary Linguistic Heritage Ethnographies Sociology History Pop Culture Syndicated Volumetrics Purchase History Web Tracking Sales Data Warehousing Data Lifetime Value
  33. 33. 1 THE COMMUNICATIONS STRATEGIST HAS MUCH MORE TO CONSIDER
  34. 34. Character Mapping Focus Groups Web/ Client Tracking Behavior graphics Psychology Mission Statement Social Networks Creative Brief Focus Groups Brand Positioning Observation Positiioning Focus Groups Behaviors Self Concepts Psychological Mapping Brand RubOff Political Structure Cultural Context Media Character Clutter Trend Analysis MIND SPACE Media Environment Ethnographies Sociology History Trading Area Scanner Data Simmons MRI IMS Literary Linguistic Heritage Pop Culture Syndicated Volumetrics Demography + Geography Attribution Models Channel Attributes Funnel Dynamics Purchase History Warehousing Data Engagment Comscore Web Tracking Media Model Econometric Model Optimizer Reports Syndicated data Web Tracking Sales Data Lifetime Value
  35. 35. 1 WHILE THE ACCOUNT PLANNER SYNTHESIZES TO SINGLE PLATFORM THE COMMUNICATION STRATEGIST CAN ONLY NAVIGATE AND WEIGH THE IMPORTANCE OF FACTORS
  36. 36. Character Mapping Focus Groups Web/ Client Tracking Behavior graphics Psychology Mission Statement Social Networks Creative Brief Focus Groups Brand Positioning Observation Positiioning Focus Groups Behaviors Self Concepts Psychological Mapping Brand RubOff Political Structure Cultural Context Media Character Clutter Trend Analysis MIND SPACE Media Environment Ethnographies Sociology History Trading Area Scanner Data Simmons MRI IMS Literary Linguistic Heritage Pop Culture Syndicated Volumetrics Demography + Geography Attribution Models Channel Attributes Funnel Dynamics Purchase History Warehousing Data Engagment Comscore Web Tracking Media Model Econometric Model Optimizer Reports Syndicated data Web Tracking Sales Data Lifetime Value
  37. 37. 2 PROCESSES AND OPERATIONS CREATE ROADBLOCKS
  38. 38. STANDARD ADVERTISING MODEL Account Management Production Campaign Positioning Creative Brief Account Planning Media Planning Media Buying
  39. 39. INTEGRATED COMMUNICATIONS MODEL Account Planning Positioning/ Creative Brief Account Management/ Production Campaign Comms Strategist Comms Framework Media Planning Media Buying
  40. 40. 3 WE DON’T TRAIN PEOPLE TO THINK ACROSS QUALITATIVE AND QUANTITATIVE
  41. 41. 3 NOT MANY PEOPLE WHO ARE INHERENTLY ADEPT AT UNDERSTANDING AND CRAFTING FROM BOTH SETS OF INFORMATION
  42. 42. 4 TERRITORIALISM CREATIVES -- DO CREATIVE ACCOUNT MANAGERS -- HANDLE THE CLIENT ACCOUNT PLANNERS -- WRITE THE BRIEF MEDIA PLANNERS -- MAKE FLOWCHARTS MEDIA BUYERS -- BUY THE MEDIA
  43. 43. 4 “I THINK YOU HAVE TO REMEMBER YOU ARE IN MEDIA” “WHY WOULD NEED TO LEARN ANYTHING ABOUT THE HISTORY OF THE COUNTRY? WE’VE ALREADY DECIDED WE ARE RUNNING IN NEWSPAPERS” “WHY WOULD YOU NEED TO KNOW WHAT THE (BRAND) POSITIONING IS TO DO A MEDIA PLAN” “YOU SHOULD STOP LISTENING TO PEOPLE ON THE STREETS, THIS THING (THE INTERNET) IS A FAD”
  44. 44. 5 AGENCIES ARE, AT BASE, PAID TO EXECUTE AND VERY RARELY TO THINK
  45. 45. AN EXAMPLE
  46. 46. Client expected original viewers of the program (1979) as well as “hard core” fans of classic TV to be the main target But then we received the first dailies.... Even unedited, the writing, directing and cinematography were more Film Noir or “Blade Runner” in look and feel than 70’s TV We knew the targeting was wrong, but that the had no quantitative way to determine the audience Called a number of viewing parties to get feedback on whom the program might appeal.
  47. 47. Indie/Art film fans admired the writing, camera work and directing Fans of proceedural police dramas (e.g. CSI) universally liked the plot and characters Many of the main characters weren’t Caucasian, which surprised and appealed to Hispanics and Asians
  48. 48. Changed creative to look more like a movie opening and placed moviesized poster in “coming attraction” marquee’s, napkins, popcorn bags, and drinks Outdoor in Asian and Hispanic neighborhoods Television scheduling changed from Syndication to Primetime Police Proceedurals and vertical cable, e.g. IFC Online was added to target film fan sites and reviews
  49. 49. “IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE”
  50. 50. CHARLES PINKERTON THE MEDIA KITCHEN WWW.THEMEDIAKITCHEN.TV CPINKERTON@MEDIAKITCHEN.TV TWITTER: CPINKMEDIA PRESENTATIONS: WWW.SLIDESHARE.NET/MEDIAKITCHEN
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×