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Campaign Planning- Plink Way - Session 1
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  • 1. Campaign Planning | sajith@plink.co.in Plink Your Brand Workshop
  • 2. Campaign Planning | sajith@plink.co.in What’s it about? • Solving a marketing problem • Learning by doing • Owner’s perspective on marketing a brand
  • 3. Campaign Planning | sajith@plink.co.in Session 1 Understanding the Problem
  • 4. Campaign Planning | sajith@plink.co.in Examples of a few marketing problems
  • 5. Campaign Planning | sajith@plink.co.in Wild Stone
  • 6. Campaign Planning | sajith@plink.co.in Wild Stone Most know it, But hardly use it
  • 7. Campaign Planning | sajith@plink.co.in MTV Fast and Gorgeous Endorsement
  • 8. Campaign Planning | sajith@plink.co.in Wild by nature >> Barely Legal
  • 9. Campaign Planning | sajith@plink.co.in Video ads 1 & 2
  • 10. Campaign Planning | sajith@plink.co.in Problem Make Consumers change their habit Get them to try something new
  • 11. Campaign Planning | sajith@plink.co.in Success Trial, First Purchase
  • 12. Campaign Planning | sajith@plink.co.in 2] Bullet High on Aspiration Low in Ownership
  • 13. Campaign Planning | sajith@plink.co.in
  • 14. Campaign Planning | sajith@plink.co.in
  • 15. Campaign Planning | sajith@plink.co.in
  • 16. Campaign Planning | sajith@plink.co.in Lots of ad awards, low business rewards
  • 17. Campaign Planning | sajith@plink.co.in Problem People love it but don’t buy it (1st hand)
  • 18. Campaign Planning | sajith@plink.co.in Success Simple Sale ☺
  • 19. Campaign Planning | sajith@plink.co.in Virgin Moobile (India)
  • 20. Campaign Planning | sajith@plink.co.in
  • 21. Campaign Planning | sajith@plink.co.in Problem Not even in the consideration set
  • 22. Campaign Planning | sajith@plink.co.in Success Check Virgin before buying a new connection
  • 23. Campaign Planning | sajith@plink.co.in So if you were an agency Which got these accounts. How would you get about cracking it?
  • 24. Campaign Planning | sajith@plink.co.in Getting Started
  • 25. Campaign Planning | sajith@plink.co.in Understanding the problem….. …. is about understanding • Client • Brand • Category • Customer • Buying Process • And then the Problem itself
  • 26. Campaign Planning | sajith@plink.co.in Client • Overall Business • Resources • Other Brands • Relevance of the particular brand
  • 27. Campaign Planning | sajith@plink.co.in Category • Current Scenario • Competitors – sales, positioning, companies, etc • Any shifts • What’s new?
  • 28. Campaign Planning | sajith@plink.co.in Brand • Current Stage in Life Cycle • Branding Idea • Campaigns till now • Media Used
  • 29. Campaign Planning | sajith@plink.co.in Customer • Who? [at time more than one] • Introduction (I am .....) • Stage in Life – Lifestyle, Attitude • A day in life (Wake up to sleep) • Potential Media Touchpoints
  • 30. Campaign Planning | sajith@plink.co.in Buying Process • Timeline of a Buying Process of your TG • Decision Making Process • Motivators / Influences • Others involved
  • 31. Campaign Planning | sajith@plink.co.in Problem • Why? • Why not? • How? • When? • Where? ….. Any other Ws missed. Keep questioning
  • 32. Campaign Planning | sajith@plink.co.in Tools in this Quest • Internet • Talking to consumers • Power of observation • Research of life • Common sense • Curiosity
  • 33. Campaign Planning | sajith@plink.co.in Tommorow’s work • Do secondary research on Client, Brand, Category • Talk to People your Target group • Know someone who uses it? Detail her. Map her day. Go through her buying process. • Talk to retailers where this brand is being retailed / could be retailed
  • 34. Campaign Planning | sajith@plink.co.in What are we seeking? • Understand the problem • Collaborate • Solve
  • 35. Campaign Planning | sajith@plink.co.in Next Sessions oCreating the Problem Statement oApproach Routes to Solve oReaching the idea oIntegrated Marketing Communications
  • 36. Campaign Planning | sajith@plink.co.in Contact Us Plink Solutions Sajith Narayanan, sajith@plink.co.in www.plink.co.in Ph : 09725 474765 | 09228738198. M 6, Radhesh, Behind Udgam School, Drive In Road, Ahmedabad 380054.
  • 37. Campaign Planning | sajith@plink.co.in Thank You