Comm planstudyapproach

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A brief overview of Communication/Connections and Contact Strategy in Advertising

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  • ----- Meeting Notes (11/3/11 18:20) -----how can media effect the product experiencehow can facilitate a positive experience across every touch point?how do we create a total positive experience with media?think through a wide angle-lens….
  • ----- Meeting Notes (11/3/11 18:20) -----Steve takes it back….
  • ----- Meeting Notes (11/3/11 18:20) -----were not really media planners but rather media architects…we have to look at where we are going...
  • Comm planstudyapproach

    1. 1. A COMMUNICATION PLANNING JOURNEY: A BRIEF STUDY OF STRATEGY IN MESSAGE DELIVERY By Steve-Oh-MG 1
    2. 2. ADVERTISING OVERLOAD TODAY 2
    3. 3. “MEDIA” IS MORE THAN A RANDOM CONTAINER FOR A MESSAGE 3
    4. 4. FROM PUSHING ADS TO CREATING MAGNETIC EXPERIENCES 4
    5. 5. Apply a lens of Interactivity, disp ersion, context and catalyst with how consumers EXPERIENCE brands today through multiple channels page 5
    6. 6. WITH A PROCESS THAT DRIVES HOLISTIC SOLUTIONS 6
    7. 7. THE TOTAL PRODUCT EXPERIENCE Discovery Experience Buying Experience Using Experience Product Packaging Experience S t r i v e to understand the to t a l c o n s um e r ex p e r i e nc e a n d how media and te c h n o l o g y enhance ex p e r i e nc e s c o n s um e r ’s h av e w i t h brands Service Experience 7
    8. 8. THINK CONTACT BEFORE CONTENT 8
    9. 9. OPTIMIZING ALL TOUCHPOINTS Paid Media Mass media opportunities Owned Media Maximize existing touchpoints and experiences Earned Media Encourage others to facilitate W.O.M. 9
    10. 10. START WITH THE CONSUMER’S FIRST TOUCHPOINT --AND WORK OUT FROM THERE Market Wide Opportunities Use targeted media efforts to build overall awareness Community Connections Connect within their daily routines and communities Surrounding Area Extend brand experiences beyond the store The Product/Store Experience Maximize all existing touchpoints and experience opportunities 10
    11. 11. Maximizing Existing Touchpoints Before Creating New Ones 11
    12. 12. ALIGNING CONTACT POINTS ALONG THE PURCHASE PATH DREAM PLAN Synchronous points of contact BUY Consumer experience  Purpose-intent  Action-interaction 12 
    13. 13. FOCUS ON MAXIMIZING THE CONSUMER EXPERIENCE WITH EVERY TOUCHPOINT page 13 13
    14. 14. EXPERIENCES CONSUMERS HAVE WITH YOUR BRAND BEYOND SIMPLE GRP’S And they’re increasingly relationship driven and channel agnostic
    15. 15. IMMERSIVE – PORTABLE – PERSONAL CONNECTED EXPERIENCES
    16. 16. Creating Experiential Opportunities 16
    17. 17. AND NEW PARADIGMS IN BRAND EXPRESSION 17
    18. 18. 18
    19. 19. PROVIDING MULTIP LE CONNECTIO N OPPORTUNITIES AND SALES 19
    20. 20. MASTER BEING AN EXPERIENCE ARCHITECT b eyo n d p u s h i n g impressions, adve rtising must design & account for how consumers experience brands to d ay i n a n o m n i channel e nv i r o n m e n t marr ying the distribution with how consumers experience brands o n T H E I R te r m s

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