Channel planning training

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  • It’s not: TV, 30 secs, coronation street, X factor and 90 secs during day time Jeremy Kyle
  • it is a relatively new variant on Account Planning which focuses on putting Channel thinking into the creative process. 
  • Many moons ago (think harry crane in mad men) media and creative agencies used to be one and the same, but some clever men figured out that you could make even more money by seperating
  • The underlying assumption that media is a container for holding messages- and turned media into a commodity bought primarily on price
  • Parallels can be drawn between the rise of Account Planning in the 1970s in response to a perceived increase in the complexity and multiplicity of consumer needs and the rise of Engagement Planning in response to an increase in the complexity of media. .
  • Arguably channel Planning is simply one of the skill sets that Account Planners need in a complex media environment.  However, the split of media from creative has meant that the majority of Account Planners who trained in "traditional" agencies lack these skills.  Agencies that have some sort of channel Planning discipline are attempting to capitalise on this deficit. It is possible that in future, once the new media environment has been thoroughly internalised, channel Planning will disappear as a separate discipline.  However it is equally possible that media may continue to proliferate and mutate, in which case this skillset is likely to remain relevant. 
  • People are multi screening, many devices, formats and experiences at the same time vying for attention. More ways in, but also more ways of becoming forgettable
  • Do fewer things, but do them well?
  • These demarcations were invented by media agencies to help THEM navigate the new media space. Trying to shoe horn a certain amount of activity into each category. Thinking about themselves not what’s best for the consumer
  • Pigging backing on behaviours.examples
  • Channels: contextual value in each particular placeThe depth of the story; consumers. How much little do they want to hear/ get involvedHow can each medium be used to its full potential
  • User stories – as WHO, I want WHAT so that WHYEngagement – getting people to do things in a branded way. Not what we say to themRole of brand – be the vehicle at the relationship as enabler of services, content, utility and entertainmentA vision – a story defining our aspirations for what we want to achieve for the brand and people
  • The Consumer’s Buying System is a piece of JWT intellectual property. Invented by Stephen King, it is more important and relevant today than ever. You can find his original paper on the Stephen King Library.
  • And how will the brand change because of their interaction with it?
  • Other things
  • Channel planning training

    1. 1. Channel planning 24.09.13
    2. 2. Many names (almost) the same thing Connections planning Engagement planning Interaction planning Experience planning Touch points planning
    3. 3. A good channel plan leads to… Good channel plan Connectedness Engagement Direction for media Seamless experience Interaction
    4. 4. W h a t i t ’s N O T Media planning
    5. 5. Definition Putting channel thinking into the creative process Decide which channels will deliver on our clients’ targets and yield the best ROI
    6. 6. Why did this come about Media and advertising used to be in the same agency
    7. 7. Why did this come about Then they separated the creation of ideas from the choosing of media $$
    8. 8. Channel Planning emerged as a significant presence in marketing in the 2000s in response to the proliferation of new media and the resultant complexity
    9. 9. How is it different from ‘normal’ planning Far less concerned with defining what the brand is about and more concerned with deciding where the consumer is, how they behave when they’re there Untapped opportunities and consumer needs
    10. 10. A separate discipline? Not all account planners who trained in "traditional" agencies have these skills. It is possible that in future, once the new media environment has been thoroughly internalised, Channel Planning will disappear as a separate discipline.
    11. 11. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the
    12. 12. What about channels?
    13. 13. The art of sacrifice What can we do well? What can we afford to do well? Where is our audience?
    14. 14. Channel distinctions paid Audience exposure Ads, partnerships, advertorials, PR owned earned Brand domains and owned platforms A transparent space for brand advocacy and WOM (good and bad) Co-opted:Embassies: borrowed spaces
    15. 15. W h a t m a t t e r s a r e p e o p l e ’s b e h a v i o u r s Google Face book Twi t t e r It’s what you search for when you’re alone. Questions asked, answers found. Intend or need It’s a public space, you share your life with friends. Show who you are Content you’re proud of. It’s where you learn stuff and discover things to make you look smarter. Occasional ranting Etc…..
    16. 16. Current behaviours, exploited
    17. 17. brand channels consumers Te c h n o l o g y
    18. 18. Ask these questions User stories • What channels does the idea work in? • What goals can we help our consumers achieve? Engagement territories • How do we tell them our proposition? • What would they be interested in or find useful? Role of brand • How do we get people to respond/do/buy? • What role can the brand play?
    19. 19. Planning for channels. A place to start
    20. 20. Set client expectations and know your limitations MASS MASS EXPOSURE A significant number of people will get involved and participate Fewer participants, but what they do will be of interest to others
    21. 21. Examples: Lee mqewan David’s blank example
    22. 22. How to do channel planning – practical guide
    23. 23. Get data TNS TGI Mintel Analytics Google search Facebook/twitter Media data: CTR etc Client sales/footfall data
    24. 24. Put this data against your customer journey What does the data tell you? Where are the gaps? Which channels are under-performing? What does your intuition tell you? Where else will our target audience spend time? New technologies?
    25. 25. Plan for what happens AFTER What will people do with it? How will they use it and share it? How will they talk about it?
    26. 26. Examples: Lee mqewan David’s blank example
    27. 27. Examples: Lee mqewan David’s blank example
    28. 28. Snow as a channel

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