STRATEGIC PLANNING IN TIMES OF MEDIA REVOLUTION




                                                  All about planning
To start with…


                 All about planning
All about planning
All about planning
All about planning
International Marketing Communications
http://unbranding.blogspot.com/2009/09/twestival-helsinki-review-and-manifest.html
All about planning
All about planning
All about planning
All about planning
1. Classic Strategic Planning
1.1 Basics
1.2 Marketing Intelligence
1.3 Branding

2. Media Revolution

3. Strategic Planni...
Recession? Business as usual?


       More sales focused activities,
   less branding and image advertising.




        ...
Action   Desire   Awareness




                              All about planning
Classic planning



                   All about planning
Common sense is not so common


         5 P’s of Marketing are dead! Hmm.
           Digital is only a channel! Sorry?
  ...
There is a planner in all of us

   You need (and have) planning skills,
      even if you are not a planner.

     Creati...
Strategy is a
pattern of consistent
behaviour over time.
A                              B
            Strategic and creative lead.
     Taking care that we are going somewhere.
An...
Concept / Creative solutions                           Implementing




                   Brand / Strategies
            ...
Brand




           Concept

                       Culture
Consumer             Technology
                     Intellig...
History of the planning discipline


        40 years birthday in 2008.
              Born in USA.




                   ...
Present and future status of the
      planning discipline

  The world is becoming more complex as we speak.
          Pl...
Where do you find planners?


           Ad agencies.
         Media agencies.
      Marketing departments.
          Consu...
Right time for planning?




                           All about planning
Planners find
the best intersection
 between logic and
      creativity.

                        All about planning
CREATIVITY           STRATEGY



        Original           Relevant



         Clear             Different



      Conv...
Strategic and Creative lead.




            Brand




            Create


Culture                Consumer




          ...
Why? Understanding.
What? Defining.
How? Implementing.


                             What?




                           ...
What are planners doing?


                     Planners do many things.
  Planners understand cultural environments and b...
Here's the scoop: We have too much business and need to hire more staff ASAP!!
Multicultural planning experience highly pr...
Marketing Intelligence



                         All about planning
INSIGHTS
    TRENDS
    VISIONS
 MOVEMENTS
ATMOSPHERES
   ATTITUDE
     IDEAS
 INNOVATION
   BUSINESS
              All ab...
All about planning
Staying ahead of the game.
   Gathering, evaluating and structuring
  global information, generating freshest
ideas & insi...
WHY!
CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.




                                 ...
All about planning
All about planning
All about planning
All about planning
All about planning
ideas            moods        trends
knowledge        feelings     insights
best practices   innovation   thoughts
benchma...
The future is already
here. It is just
unevenly distributed.




                        A fact helping planners to produc...
COLORS   FASHION     LIFESTYLE           SOCIETY                 …




                   microtrends, 6 month to 3 years
...
Consumer     Social
                    insights   insights




COLORS   FASHION   LIFESTYLE   SOCIETY    …




          ...
Branding



           All about planning
All about planning
Think outside the box




                        All about planning
Think inside the box




                       All about planning
Brand Core
                             Brand Promise
                               Brand Idea

                         ...
All about planning
All about planning
“Brand Strategy is a plan for the systematic development
of a brand to enable it to meet its agreed objectives. The
strate...
All about planning
All about planning
All about planning
All about planning
How do planners work?


   In real life the job is not so clear and
 structured. A planner has to be patient,
      wait f...
Media revolution


                   All about planning
All about planning
THE GAME
IS CHANGING.

               All about planning
NON STOP.

            All about planning
CHANGE MEANS
 OPPORTUNITY.
            All about planning
All about planning
All about planning
All about planning
WHAT IS
THE NEXT
BIG THING?




             All about planning
Digitalization


 Technology is the driver in media revolution.
          Everything is digitalized.

Even our social netw...
All about planning
All about planning
All about planning
All about planning
All about planning
All about planning
All about planning
All about planning
All about planning
Planning 2.0


               All about planning
3. Strategic Planning 2.0
3.1 Five commitments
3.2 Business Creativity
3.3 Innovation Marketing




                      ...
1] Communication is culture
2] Strategy needs stories
3] Without digital you can’t win
4] The rules are re-written for eve...
What makes
people share?




                All about planning
Communication is culture


  From interruption to engagement.
 Cultural context makes people share.




                  ...
Brands telling the
 best stories and
providing the best
 experience win.
                     All about planning
Great storytelling & drama + social media = Susan Boyle.
Great brand (eurovision) + mass media = Alexander Rybak




     ...
What makes
people tick?




               All about planning
All about planning
Digital Strategy



                   All about planning
All about planning
All about planning
Shocking fact:


  Marketers are 3 years, ad people 2 years behind
average people when it comes to digital proficiency.

  ...
Digital buzzwords explained


 Seeding. Share-of-talk. Social media. Conversational tracking.
 Rich-media advertising. Ear...
Bought media                   Owned media                  Earned media


All digital media space        All digital medi...
Process


1    Bought, owned and earned media / Touch points
2    Objectives of digital activities
3    Key target audienc...
seeding



                                                                        viral films


                          ...
Business creativity



                      All about planning
From I think to We think.


      New sourcing methods.
   Extremely fast communication.
        Knowledge society.
      ...
All about planning
COMING SOON



               BRAND
              FUTURISM
              PROGRAM
Brand Futurism Program
Brand Futurism Program
                          Brand Futurism Program


FAST TRACK TO             FAST TRACK TO
 KNOWLED...
All about planning
Innovation Marketing



                       All about planning
The power of
visionary thinking
Innovation Marketing


 Innovation is the key for any success.
Even ’classic’ media must be innovated.

          We learn...
“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick th...
Whopper freakout




                   All about planning
Whopper virgins




                  All about planning
Whopper sacrifice




                   All about planning
We are not in advertising business.
We don’t even know anymore what advertising is.

     Anyhow. We are in creative busin...
Please ask…

email     tobias@king.fi
twitter   @tobiaswacker




                          All about planning
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Planning Revolution 12_2009
Upcoming SlideShare
Loading in …5
×

Planning Revolution 12_2009

2,359
-1

Published on

Slides for seminar at the Marketing Institute, 16.12.2009. Not self explaining.

Published in: Business, Technology
1 Comment
10 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,359
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
214
Comments
1
Likes
10
Embeds 0
No embeds

No notes for slide

Planning Revolution 12_2009

  1. 1. STRATEGIC PLANNING IN TIMES OF MEDIA REVOLUTION All about planning
  2. 2. To start with… All about planning
  3. 3. All about planning
  4. 4. All about planning
  5. 5. All about planning
  6. 6. International Marketing Communications
  7. 7. http://unbranding.blogspot.com/2009/09/twestival-helsinki-review-and-manifest.html
  8. 8. All about planning
  9. 9. All about planning
  10. 10. All about planning
  11. 11. All about planning
  12. 12. 1. Classic Strategic Planning 1.1 Basics 1.2 Marketing Intelligence 1.3 Branding 2. Media Revolution 3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing All about planning
  13. 13. Recession? Business as usual? More sales focused activities, less branding and image advertising. All about planning
  14. 14. Action Desire Awareness All about planning
  15. 15. Classic planning All about planning
  16. 16. Common sense is not so common 5 P’s of Marketing are dead! Hmm. Digital is only a channel! Sorry? Advertising is dead! You wish. No one clicks banners! Of course people do. The big idea is sunk! How come? Online can’t built a brand! Digital is cheap. No. It’s not. Times of simple theories and strategies are over. Now it comes to us. Remember the stuff from the last ten years, and live the future of Marketing. That’s what it is all about. Make sense in the anarchy. It’s about common sense. All about planning
  17. 17. There is a planner in all of us You need (and have) planning skills, even if you are not a planner. Creatives need planning skills, Marketing people need planning skills. Everything else is just guessing, or MbA (Marketing by Accident). All about planning
  18. 18. Strategy is a pattern of consistent behaviour over time.
  19. 19. A B Strategic and creative lead. Taking care that we are going somewhere. And taking care that we have a lot of fun on the way. Doing the right things vs. doing the things right.
  20. 20. Concept / Creative solutions Implementing Brand / Strategies Defining Consumer / Insight Culture / Context Marketing Intelligence / Knowledge Understanding Technology / Enabler Interactive branding model: Understanding, Defining, Implementing All about planning
  21. 21. Brand Concept Culture Consumer Technology Intelligence All about planning
  22. 22. History of the planning discipline 40 years birthday in 2008. Born in USA. All about planning
  23. 23. Present and future status of the planning discipline The world is becoming more complex as we speak. Planners simplify, filter information. Planning is one of the last rising discipline in Marketing. All about planning
  24. 24. Where do you find planners? Ad agencies. Media agencies. Marketing departments. Consultancies. All about planning
  25. 25. Right time for planning? All about planning
  26. 26. Planners find the best intersection between logic and creativity. All about planning
  27. 27. CREATIVITY STRATEGY Original Relevant Clear Different Convincing Consistent Well crafted Believable Want-to-see-again factor Activating All about planning
  28. 28. Strategic and Creative lead. Brand Create Culture Consumer All about planning
  29. 29. Why? Understanding. What? Defining. How? Implementing. What? Create Why? How? All about planning
  30. 30. What are planners doing? Planners do many things. Planners understand cultural environments and brand context. They draw the right conclusions, or insights, out of this knowledge. The summarize and present results. They write briefings. They re-write briefings. They challenge. They accompany creatives. All about planning
  31. 31. Here's the scoop: We have too much business and need to hire more staff ASAP!! Multicultural planning experience highly preferred. Have you had planners reporting to you and enjoy mentoring junior planners? Are you both curious and very confident? Can you inspire others, and instill confidence in clients? Do you have any experience with either the Hispanic or African American or Urban market in the U.S.? If you have excellent writing skills, can write/present exceptionally well, can design/facilitate research, can be able to work independently on new biz/pitch work as well as mentor and supervisor more junior planners below them with at least 4 years account/strategic planning experience and are ready for your next promotion, please contact laura@bltrecruiting.com. More scoop: you will manage a staff of three currently, but the plan is to hire more to help stimulate growth and new business. Should be skilled in both qualitative and quantitative research. Will be involved in all media: Print, TV, radio interactive/ on-line, digital, events, direct response. Writing skills and strong presentation skills essential as well All about planning
  32. 32. Marketing Intelligence All about planning
  33. 33. INSIGHTS TRENDS VISIONS MOVEMENTS ATMOSPHERES ATTITUDE IDEAS INNOVATION BUSINESS All about planning
  34. 34. All about planning
  35. 35. Staying ahead of the game. Gathering, evaluating and structuring global information, generating freshest ideas & insights, turning them into business. That’s what Marketing Intelligence is about. All about planning
  36. 36. WHY! CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO. All about planning
  37. 37. All about planning
  38. 38. All about planning
  39. 39. All about planning
  40. 40. All about planning
  41. 41. All about planning
  42. 42. ideas moods trends knowledge feelings insights best practices innovation thoughts benchmarks change atmospheres visions ? developments tangible results All about planning
  43. 43. The future is already here. It is just unevenly distributed. A fact helping planners to produce tangible results. All about planning
  44. 44. COLORS FASHION LIFESTYLE SOCIETY … microtrends, 6 month to 3 years mesotrends, ca. 5 years macrotrends, ca. 10 years megatrends, decades All about planning
  45. 45. Consumer Social insights insights COLORS FASHION LIFESTYLE SOCIETY … All about planning
  46. 46. Branding All about planning
  47. 47. All about planning
  48. 48. Think outside the box All about planning
  49. 49. Think inside the box All about planning
  50. 50. Brand Core Brand Promise Brand Idea Competitive advantages Rational / USP Values and attitudes Emotional / UAP (This can be measured) (This is how they work) (This is how I feel) ’Must have’ entry tickets to the market Ownable territory All about planning
  51. 51. All about planning
  52. 52. All about planning
  53. 53. “Brand Strategy is a plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained customer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviours and brand experiences.” All about planning
  54. 54. All about planning
  55. 55. All about planning
  56. 56. All about planning
  57. 57. All about planning
  58. 58. How do planners work? In real life the job is not so clear and structured. A planner has to be patient, wait for the right opportunities. Planning is also the policy of small steps to the right direction. All about planning
  59. 59. Media revolution All about planning
  60. 60. All about planning
  61. 61. THE GAME IS CHANGING. All about planning
  62. 62. NON STOP. All about planning
  63. 63. CHANGE MEANS OPPORTUNITY. All about planning
  64. 64. All about planning
  65. 65. All about planning
  66. 66. All about planning
  67. 67. WHAT IS THE NEXT BIG THING? All about planning
  68. 68. Digitalization Technology is the driver in media revolution. Everything is digitalized. Even our social networks have been digitalized and turned into a media. Into social media. All about planning
  69. 69. All about planning
  70. 70. All about planning
  71. 71. All about planning
  72. 72. All about planning
  73. 73. All about planning
  74. 74. All about planning
  75. 75. All about planning
  76. 76. All about planning
  77. 77. All about planning
  78. 78. Planning 2.0 All about planning
  79. 79. 3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing All about planning
  80. 80. 1] Communication is culture 2] Strategy needs stories 3] Without digital you can’t win 4] The rules are re-written for every case 5] Great ideas and creativity are for good All about planning
  81. 81. What makes people share? All about planning
  82. 82. Communication is culture From interruption to engagement. Cultural context makes people share. All about planning
  83. 83. Brands telling the best stories and providing the best experience win. All about planning
  84. 84. Great storytelling & drama + social media = Susan Boyle. Great brand (eurovision) + mass media = Alexander Rybak All about planning
  85. 85. What makes people tick? All about planning
  86. 86. All about planning
  87. 87. Digital Strategy All about planning
  88. 88. All about planning
  89. 89. All about planning
  90. 90. Shocking fact: Marketers are 3 years, ad people 2 years behind average people when it comes to digital proficiency. Were we not once supposed to be cool? All about planning
  91. 91. Digital buzzwords explained Seeding. Share-of-talk. Social media. Conversational tracking. Rich-media advertising. Earned media. Twitter. Buzz. Life casting. Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand. Interruption. Google analytics. Talk value. Owned media. Mobile Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral. E-commerce. Facebook. Bought media. Benchmarks. Best practices. Speedboats. End of control. Social media policy. All about planning
  92. 92. Bought media Owned media Earned media All digital media space All digital media space or All digital media space or or placement we pay for placement we create and action we have to earn own ourselves by non-financial efforts Display advertising Websites Activity in e.g. banners social media Widgets / Apps Paid SEM WoM / Talk value e.g. google E-mail SEO Seeding Pages in social e.g. google networks Strangers Customers Fans High reach, low involvement, Medium reach, medium Low reach, high involvement, short-term activity. involvement, medium-term digital assets which grow in value, activity. long-term activity. All about planning
  93. 93. Process 1  Bought, owned and earned media / Touch points 2  Objectives of digital activities 3  Key target audience and online behaviour 4  Digital Marketing in different market areas 5  Measuring and improving RoMI All about planning
  94. 94. seeding viral films website e-mail banner viral films SEO Convert Assist Connect Social media portal campaign pages SEM rich media All about planning
  95. 95. Business creativity All about planning
  96. 96. From I think to We think. New sourcing methods. Extremely fast communication. Knowledge society. Mass intelligence. Crowd sourcing. All about planning
  97. 97. All about planning
  98. 98. COMING SOON BRAND FUTURISM PROGRAM
  99. 99. Brand Futurism Program
  100. 100. Brand Futurism Program Brand Futurism Program FAST TRACK TO FAST TRACK TO KNOWLEDGE INNOVATION MASS INTELLIGENCE CROWDSOURCING Brand Futurism Program
  101. 101. All about planning
  102. 102. Innovation Marketing All about planning
  103. 103. The power of visionary thinking
  104. 104. Innovation Marketing Innovation is the key for any success. Even ’classic’ media must be innovated. We learn to forget. No case is identical, every case deserves an unique approach. All about planning
  105. 105. “In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer". Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and a lack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed to take off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?” All about planning
  106. 106. Whopper freakout All about planning
  107. 107. Whopper virgins All about planning
  108. 108. Whopper sacrifice All about planning
  109. 109. We are not in advertising business. We don’t even know anymore what advertising is. Anyhow. We are in creative business. Whatever we do – it’s the creativity which makes things fly or die. All about planning
  110. 110. Please ask… email tobias@king.fi twitter @tobiaswacker All about planning
  1. A particular slide catching your eye?

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

×