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

1. A COMMUNICATION
PLANNING JOURNEY:
A BRIEF STUDY OF STRATEGY IN
MESSAGE DELIVERY
By Steve-Oh-MG
1

2. ADVERTISING OVERLOAD TODAY
2

3. “MEDIA” IS
MORE THAN
A RANDOM
CONTAINER
FOR A
MESSAGE
3

4. FROM
PUSHING ADS
TO CREATING
MAGNETIC
EXPERIENCES
4

5. Apply a lens of
Interactivity, disp
ersion, context
and catalyst with
how consumers
EXPERIENCE
brands today through
multiple channels
page 5

6. WITH A PROCESS THAT DRIVES
HOLISTIC SOLUTIONS
6

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. THINK CONTACT BEFORE
CONTENT
8

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. 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. Maximizing
Existing
Touchpoints
Before
Creating New
Ones
11

12. ALIGNING CONTACT POINTS ALONG THE
PURCHASE PATH
DREAM
PLAN
Synchronous
points of contact
BUY
Consumer experience
 Purpose-intent
 Action-interaction
12


13. FOCUS ON MAXIMIZING THE CONSUMER
EXPERIENCE WITH EVERY TOUCHPOINT
page 13
13

14. EXPERIENCES CONSUMERS HAVE WITH
YOUR BRAND BEYOND SIMPLE GRP’S
And they’re increasingly relationship driven and channel agnostic

15. IMMERSIVE – PORTABLE – PERSONAL
CONNECTED EXPERIENCES

16. Creating
Experiential
Opportunities
16

17. AND NEW PARADIGMS IN BRAND
EXPRESSION
17

18. 18

19. PROVIDING
MULTIP LE
CONNECTIO N
OPPORTUNITIES
AND SALES
19

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