Marketing Execution workshop

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We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.

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  • Marketing Execution workshop

    1. 1. Workshop to help Brand Leaders inspire better creative advertising and media choices. How to inspire better marketing execution
    2. 2. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
    3. 3. Training Workshop 6 Marketing Execution We show Brand Leaders how to judge and decide on execution options that break through to consumers and motivates them to take action. • We provide Brand Leaders with tools and techniques for judging communication concepts from your agencies, as well as processes for making decisions and providing effective feedback. We talk about the crucial role of the brand leader in getting amazing marketing execution for your brand. • We teach how to make marketing decisions with the ABC’S, so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S) • We teach how to provide copy direction that inspires and challenges the agency to deliver great execution. We also talk about how to be a better client so you can motivate and inspire your agency.
    4. 4. We make brands better. We make brand leaders better. The role of a Brand is to create a tight bond with your consumers, that will lead to a power and profit beyond what the product alone could ever achieve.
    5. 5. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT BELOVED LIKE IT 1 Consumers move along Brand Love Curve tightening their bond with brands 2 Consumers connect with Big Idea through 5 supporting touch-points 3 The tight consumer bond creates brand power with key stakeholders 4 The brand power drives profit through price, cost, share, market size Promise Experience Purchase Innovation Story Consumer Premium Prices Trading Up Lower COGS Efficient Spend Stealing Share Users to use more New markets Find new uses Brand 8 ways Marketers can drive more profits The more loved a brand is by consumers, the more powerful and profitable that brand will be. Channels Competitors New Entries Suppliers Media Influencers Employees Consumers Brand Power Big Idea
    6. 6. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Innovation drives ideas, concepts, testing, launches through system.Build culture to support consumer experience creating a brand credo with purpose, values, service behaviors. 2 4 3 1 CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& Brief focuses creative & media decisions on positioning & strategy 5 Influence purchase moment through channels, e-commerce, selling and merchandising At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Align execution to focus on moving consumers through stages of the buying system Consumers connect with Big Idea through 5 supporting touch-points Consider Satisfied Buy Search Fan Loyal Repeat Aware 6 The role of any marketing execution is to tighten the bond with your consumers to drive brand growth Marketing Execution
    7. 7. Brand Leaders should think of marketing execution as a business investment that further tightens the brand’s bond with their consumers. Every execution must have the potential to put the brand on the pathway to being more powerful and more profitable.
    8. 8. Creative Execution must amplify your brand story and brand positioning into the marketplace, to help connect with your consumers so they will see, think, act or feel differently about your brand than before they saw the message.
    9. 9. Media is a business investment that showcases the creative execution of your brand story, to build a bond your brand with consumers at the most impactful and efficient place, where they are most willing to engage in your brand story. It only pays back if it puts your brand on a pathway to becoming more powerful and profitable.
    10. 10. 3 1 CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& Use our checklist to reach for your gut instincts that might be hidden away. Do not over-think. We will teach you how to make smart decisions throughout the creative process Creative Brief creates the box the ad must play in. Focused objective, tight target, one benefit, one desired response. Process Graphic Feedback memo challenges and tightens focus, gives direction, without giving specific solutions. Create new box with problem for agency to solve. Keep team aligned and inspired throughout complex process. Easy to group-think out of a great idea or wiggle away from original strategic intentions. Ad Ideas 2 5 The Creative Brief 4 Vision Positioning Big Idea Strategy Brief Script Ad In creative meeting, stay positive and big picture. Use instincts to make decisions. Represent your consumer. Gut Instincts Check List Do you love it? Fits brand strategy Motivates consumers Creative idea Attention Branding Communication Stickiness 2 1 4 3 6 5 7 8
    11. 11. How to get better Marketing Execution The role of the Brand Leaders in Marketing Execution How to transform your Brand Communications Strategy into a Creative Brief Judging Marketing Execution Making decisions on Creative Marketing Execution Managing the Media Decisions 1 2 3 4 5
    12. 12. 1 The role of the Brand Leader in Marketing Execution The Brand Leader plays the most crucial role in getting amazing Marketing Execution. An OK agency can do great work on a great client. But a great agency will fail with a bad client. The client matters the most.
    13. 13. We make brands stronger. We make brand leaders smarter. Before we figure out what makes someone good at Marketing Execution, let’s figure out what makes some brand leaders SUCK… so we can work to eliminate these factors.
    14. 14. We make brands stronger. We make brand leaders smarter. Reasons why you might suck at Marketing Execution You blame Yourself You blame the Agency You blame your brand • You never find your comfort zone: Convinced you are not good at marketing execution, you show up skeptical, uptight, too tough or too easy and you seem easily annoyed. • You don’t know if it is really your place to say something: You figure the agency is the expert—that’s why we pay them— so you give them no direction. Or worse, you give them the chance to mess up and blame them later. • You settle for something you hate, because of time pressure: The agency says if we don’t go for it now, we will miss our air date and have to give up our media to another brand. So you cave in to the pressure and go with the Ad you hate. • You can’t sell it in to management: You are not sure if it is the right thing to do, making you hesitant and unable to sell the idea in to your boss. • Agency writes a brief you don’t like or you box them into a strategy they don’t like: If either of you force a brief on each other, then you are off to a bad start. Be collaborative with your agency. • Creative team over sells you and you get hood-winked: You are not sure what you want, so you settle for an OK ad in front of you—the best of what you saw. Tell your agency you have to love the work and then if you don’t love it, you have to reject it. • You lose connection with the agency: Keep your agency motivated, challenged and engaged. Be the client they want to make great work on, rather than have to work on. • You lose traction through the production and edit: Talent, lighting, directors and edits—if the tone changes from the board to edit, so does your ad. • The “I work on a boring brand” argument: You think only cool brands like Nike or Apple would be so much easier to work on. However, boring brands have more room to creativity, that while it is a challenge, it should be even easier to work on a boring brand. • You are too careful: Good ads either go left or right, not in the middle of the road. You have to take smart creative risks. • Advertising roulette: Where brand managers have not done the depth of thinking or testing, briefing is like a game of chance. You have to do the homework to know the strategy is right, making the execution easier to nail. • Your strategy sucks: You figure we don’t have a great strategy, so maybe a good Ad can help. A great strategy can make an ad, but an Ad by itself will never make a great strategy. Being good at Marketing Execution takes experience, practice, leadership and a willingness to adjust. You can learn how to be a good client.
    15. 15. If you knew that being a better client would make your execution better, could you actually show up better?
    16. 16. “Clients get the advertising they deserve” David Ogilvy
    17. 17. We make brands stronger. We make brand leaders smarter. 8 ways to show up better on Marketing Execution 1. Everything you do has to start and end with the consumer in mind. 2. Figure out the desired consumer behavior, then decide out what to say. 3. Focus your brief with 1 objective, 1 target, 1 big idea and 1 benefit. 4. Control the strategy, yet give the agency freedom on creative. 5. Inspire the creative team, yet be unafraid to challenge to ask for better. 6. Take creative risks to stand out, not stay safe to try to fit in. 7. Fight for great work, even with your boss, never settle for OK. 8. See big ideas that leave a legacy, not just make an ad to make the year. The best Brand Leaders inspire, challenge, enable, rarely settle and fight for great Marketing Execution.
    18. 18. Find the magic in the execution of a brand All of our work is done through other people. Our greatness as a Brand Leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it on our brand. Brand Management has been built on a hub-and- spoke system, with a team of experts surrounding the generalist Brand Leader. When I see Brand Managers of today doing stuff, I feel sorry for them. They are lost. Brand Leaders are not designed to be experts in marketing communications, experts in product innovation and experts in selling the product. You are trained to be a generalist, knowing enough to make decisions, but not enough to actually do the work. Find strength being the least knowledgeable person in every room you enter.
    19. 19. Time to step back and let the creativity unfold It is okay to know exactly what you want, but you should never know until the moment you see it. As the client, I like to think of marketing execution like the perfect gift that you never thought to buy yourself. How we engage our experts can either inspire greatness or crush the spirit of creativity. Experts would prefer to be pushed than held back. The last thing experts want is to be asked for their expertise and then told exactly what to do. There is a fine line between rolling up the sleeves to work alongside the experts and pushing the experts out of the way. It is time to step back and assume your true role as the Brand Leader. It is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all. Brand Leaders need to rediscover the lost art of doing nothing.
    20. 20. • We don’t make the products. • We don’t make the packaging. • We don’t make the ads. • We don’t buy the media. • We don’t hire the front-line staff. • We don’t sell the products. • We don’t do the accounting. • We don’t really do anything. • But we do touch everything. • And yet, we make every decision. Rediscover the lost art of doing nothing As Marketers, our only greatness comes from inspiring experts to reach for their own greatness, and to apply it on our brand.
    21. 21. Managing Creative development process Focused Brief Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In: Keep your boss aware, sell-in where needed. Ad Testing Use testing to confirm your pick, not make your decision. Gain Approval Sell in the Ad. Be ready to fight resisters to make it happen. Production Manage the Tone to fit the brand. Always, get more than you need Post Production Talk directly with and leverage every expert The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspire and yet challenge 1 6 7 4 5 3 2 8 9 10 Process Graphic
    22. 22. Focused Brief Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In: Keep your boss aware, sell-in where needed. Ad Testing Use testing to confirm your pick, not make your decision. Gain Approval Sell in the Ad. Be ready to fight resisters to make it happen. Production Manage the Tone to fit the brand. Always, get more than you need Post Production Talk directly with and leverage every expert 1 6 7 4 5 3 2 8 9 10 Media decisions should flow throughout the Creative process—so that you’re not too stiff on options, nor off strategy with a wacky idea Media Range Final Media Decisions Media Guidelines A B C How the media Planning fits inProcess Graphic
    23. 23. We make brands stronger. We make brand leaders smarter. Process Graphic Vision/Purpose Positioning Big Idea Brand Concept Objectives/Strategies/Tactics Advertising Strategy Creative Brief Creative Expectations Advertising Big Idea Script Tone/Feel Production Execution Planning (Brand Plan) Communicating (Briefing) Execution (Aligning w/strategy) It is one thing to come up with strategy, but another to consistently stay on strategy through execution Market Feedback (Brand Review)
    24. 24. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Vision/Purpose Positioning Big Idea Brand Concept Objectives/Strategies/Tactics Advertising Strategy Creative Brief Creative Expectations Advertising Big Idea Script Tone/Feel Production Execution Planning (Brand Plan) Communicating (Briefing) Execution (Aligning w/strategy) It is one thing to come up with strategy, but another to consistently stay on strategy through execution As you move from planning to execution, there are 3 key media check ins: 1. At the strategy level, work with media guidelines to pick a lead media based on what you need to accomplish with the media. 2. Agency should be present Big Ideas, across a media range including 30-second TV, simple billboard and long print, to see how it could work almost every medium. TV, theatre, OOH, magazine, print, on-line, digital, viral, search, social, in-store. 3. Final media decisions should get made as you see the application of the creative within each media choice. Media Range Final Media Decisions Media Guidelines Process Graphic
    25. 25. We make brands stronger. We make brand leaders smarter. Long Copy Print Ask to see the creative idea expressed as a 30 second video, a long copy print and billboard versions for each of the creative ideas. When you ask for… Billboard • TV (15s, 30s, 60s) • Movie Theatre Ads 30/60 second video It can be re-purposed to… • Newspaper/magazine • Social Media content • Outdoor Billboard • Digital Billboard Seeing how each creative idea plays out in the 3 core media options allows you to see which media might fit best for that creative idea. • Viral Video • Website video • Website information • PR/website, brochure • In-store display sign • Magazine back cover
    26. 26. We make brands stronger. We make brand leaders smarter. 1. Determine if the strategy can be executed. Develop a brand concept you know is motivating to consumers, with rational and emotional benefits, plus support points. 2. Tighten your brief as much as you can. Narrow the target, add engaging insights that tell their story. Focus on the desired consumer response before deciding what your brand should say. Focus on one message. 3. Make it personal. Meet the creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work. 4. Lower the pressure. Hold casual tissue sessions to narrow solutions before going to scripts. Work off line or behind the scenes. 5. Stay big picture at creative meetings. Avoid getting into little details. Do that after the meeting. When giving direction, avoid giving your own solutions and but rather try to create a “new box” for the creative team to figure out the solutions. 6. Take creative risks. Build your career by being the one willing to stand out by being different. Make the ad you want to look back on with pride. 7. Manage your boss at every stage. Early on, sell them, on your vision what you want. Then be willing to fight for great work at every step of the process. 8. Be your agency’s favorite client. Be the client they “want to” work on instead of being the one they “have to” work on your business. It really matters. 8 little secrets to get better execution
    27. 27. 2 How to transform your Brand Communications Strategy into a Creative Brief
    28. 28. Brand Leaders need do their strategic homework before going to execution Don’t use the creative execution process to find your positioning.
    29. 29. We make brands stronger. We make brand leaders smarter. Give more freedom on execution Control the brand strategy Brand leaders always want options, so they write a big wide brief with many “strategic” options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
    30. 30. We make brands stronger. We make brand leaders smarter. Advertising people are more “in the box” problem solvers, than they are blue sky thinkers. • Creative people are motivated by the challenge of the problem, more than the execution of a simple solution. Give them a problem. • The role of the brief is to create the right box, enough room to move, but enough direction that defines the problem. THE BOX The role of a creative brief is to “create the right box” The smaller the brief, the bigger the idea.
    31. 31. We make brands stronger. We make brand leaders smarter. 1. Your Solutions: They find it demotivating to be asked for their expertise (solving problems) and then not utilized (given the answer) 2. A blank canvas: They prefer a problem to solve, not a wide open request for options. 3. An unclear problem: They need focus in order to deliver great work for you. 4. Long list of Mandatories: A tangled weave of mandatories that almost write the ad itself, yet trap the creative team from doing anything breakthrough, surprising or spectacular. What creative people don’t want from their client Don’t be the over-directive type of brand leader
    32. 32. We make brands stronger. We make brand leaders smarter. A good brief should be brief, not long! Good briefs should have: • one objective • one desired consumer response • one target tightly defined • one main benefit • two main reasons to believe Avoid the “Just in Case” List Take your pen and stroke a few things off your creative brief!
    33. 33. We make brands stronger. We make brand leaders smarter. Stop thinking that Advertising is like a bulletin board where you can pin up one more message Works Fast Longer lasting Taste great Savesmoney All natural ingredients Guaranteedor yourmoney back Provenscience • Somehow Marketers have convinced themselves that they can keep jamming one more message into their ad. • The consumer’s brain does not work that way. They see 7,000 brand messages a day. They may engage in 5-10 a day. When they see your cluttered messy bulletin board, their brain naturally rejects and moves on. • Not only are you not getting your last message through, you are not getting any messages through. Think of Advertising like standing on top of a mountain and just yelling one thing.
    34. 34. We make brands stronger. We make brand leaders smarter. Who is in the consumer target?  (Who is the most motivated to buy what you do?) What are we are selling?  (What is your main benefit (rational/emotional)?) Why should they believe us?  (Support points to back up what you say) What is your organizing Big Idea? (What is the Soul or DNA for the brand?) What do we need the advertising to do?  (Strategic Choices) What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan) 1 Positioning Brand Plan The 7 questions of a Brand Communications Strategy 2 3 4 5 6 7
    35. 35. We make brands stronger. We make brand leaders smarter. Creative Brief 1. Why are we Advertising? 2. What’s the consumer problem we are addressing? 3. Who are you talking to? 4. Consumer Insights 5. What does our consumer think now? 6. What do you want your consumer to see/think/feel/do? 7. What should we tell them? 8. Why should they believe us? 9. Brand Positioning Statement 10.Tone and Manner 11.Media Options 12.Mandatories 1 6 2 3 4 5 7 1 1 1 5 5 2 1 4 4 4 31 2 7 3 5 6 6 4 6 Transforming your work in to a Creative Brief Process Graphic Who is in the consumer target?  (Who is the most motivated to buy what you do?) What are we are selling?  (What is your main benefit (rational/emotional)?) Why should they believe us?  (Support points to back up what you say) What is your organizing Big Idea? (What is the Soul or DNA for the brand?) What do we need the advertising to do?  (Strategic Choices) What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan) Brand Communications Strategy
    36. 36. We make brands stronger. We make brand leaders smarter. When doing your Creative Brief, you should think about the desired response before planning what stimulus you will use. Too many Brand Leaders start with the stimulus and focus on what they want to say. But, you should start with the desired consumer response and then let that guide what you are going to tell them. Start with “what do we want our consumer to see, think, do, feel or influence?” Only after you know what you expect from consumers can you answer “What should we tell them?” Consumer 1 2
    37. 37. We make brands stronger. We make brand leaders smarter. CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page. And the main brief should drive every other brief within your brand, giving you consistency from the core of the Marketing Execution strategy. A good brief should be… BRIEF!
    38. 38. We look at every element of the Creative Brief, outlining the common mistakes and how to fix them. Stop writing ugly creative briefs
    39. 39. We make brands stronger. We make brand leaders smarter. Smart briefs have one very clear objective. Ugly briefs try to do too many things in one brief. • Too many briefs try to do both penetration and usage frequency in one brief. You will just confuse and muddy the creative development process. This means two targets, two objectives, two messages and likely two different media options. It really should be two separate briefs and two separate projects. • When you have two objectives your agency will come back with one ad that does penetration and one for frequency. This means the creative then picks the strategy and that’s a weak position for a Brand Leader to take. Advertising Objective Ugly unfocused Brief Smart focused Brief Why are we advertising? • Drive trial of Grays Cookies AND get current users to use Gray’s more often. Why are we advertising? • Drive trial of Grays Cookies by positioning it as “The good tasting Healthy cookie”
    40. 40. We make brands stronger. We make brand leaders smarter. Strategic flaw of most creative briefs is trying to drive penetration and usage frequency at the same time. Penetration Strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relationship to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions.
    41. 41. We make brands stronger. We make brand leaders smarter. • We recommend that you start with the consumers enemy as the pain point for the consumer. While most products started by solving a problem, every brand should fight off an enemy in the consumers life. • Put yourself in the shoes of the consumer and look at how the brand fights off what might be bugging the consumer every day. Just like an insight, it is usually below the surface level. Consumer Problem Smart briefs start with the consumer. Ugly briefs start with the product. Ugly product driven Brief Smart consumer driven Brief What’s the consumer problem we are addressing? • Gray’s market share is still relatively small. It is held back by low awareness and trial and the product usage is not on par with the category. What’s the consumer problem we are addressing? • I’m always watching what I eat. And then BAM, I see a cookie and I’m lost. As much as I look after myself, I still like to sneak a cookie now and then.
    42. 42. We make brands stronger. We make brand leaders smarter. • Avoid trying to target everyone. The great Marketing myth is to think that the pathway to getting bigger is to target a bigger audience. Having a 30+ year age gap is far too wide. Your agency will give you one ad for 25-year-olds and one for 50-year-olds. This means that you will be picking your strategy based on which of the two ads you like best. • Brand Leaders want CREATIVE options, not STRATEGIC options. We recommend a very tight target market. For instance a maximum 5 year age gap will give your ad tremendous focus. Also, you must decide whether it is current or new users. You can’t do both. Consumer Target Ugly “everyone” Brief Smart highly targeted Brief Who are we talking to? • 18-50 year olds, current customers, new customers and employees. They shop at Grocery, Drug and some Mass. They use 24.7 cookies a month. Who are we talking to? • “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. Good briefs have a highly focused target market. Ugly briefs try to target everyone just in case.
    43. 43. We make brands stronger. We make brand leaders smarter. Ugly “stats driven” Brief Smart “Insights Driven” Brief Consumer Insights • Gray’s product taste drives high trial to purchase (50%) compared to other new launches (32%) Consumers only use Gray’s 9.8 cookies per month compared to the Category Leader at 18.3 cookies. Consumer Insights • “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • The best ads are rooted in consumer insights as the connection point that enables you to move the consumer in a way that benefits your brand. Bring insights into the brief as ways to tell the story to help inspire the creative team, so they can build stories that connect with your consumer. The best ads are those where you can almost see the insight shining through the work. Smart briefs use insights to bring the consumer to life. Ugly briefs jam a bunch of stats into the brief. Consumer Insights
    44. 44. We make brands stronger. We make brand leaders smarter. Ugly convoluted Brief Smart focused Brief What is the Desired Consumer Response? • We want them to THINK that Grays Cookies are unique. We want them to FEEL they can stay in control with Grays and it will keep them feeling successful in living their healthy lifestyle. And we want them to TRY Grays and see if they like the great taste. What is the Desired Consumer Response? • We want them to THINK they can stay in control with Grays. • You should choose only ONE of see, think, feel or act, not a combination of any of the two. We like to say that good advertising can only move one body part at a time—the eyes, mind, heart or feet. Very few ads in history have directly moved two at once. • You have to decide on which response you want, or else your agency will show you creative options for each of these strategies and the best ad will decide your brand strategy. If you keep pushing the agency to jam them all into one ad, you have a severe mess on your hands. Smart briefs get the consumer to do one thing. Ugly briefs hope the consumer does a lot of things Desired Response
    45. 45. We make brands stronger. We make brand leaders smarter. Ugly feature-oriented Brief Smart benefit-focused Brief What should we tell them? (Main Message) • Grays Cookies are the perfect modern cookie, only 100 calories and less than 2g of Fat. For those looking to lose weight, the American Dietician Society recommends adding Gray’s to your diet. You can find Gray’s at all leading grocery stores. What should we tell them? (Main Message) • With Grays Cookies you can still have a great tasting cookie without the guilt. • The ugly example here takes the features and puts them into the main message. They are basically the support points. The best ads speak in terms of benefits, not features. Focus your main message stimulus on what consumers get (rational benefit) or how consumers feel (emotional). Also, narrow down what you TELL consumers to ONE THING, not a laundry list of things. One great Marketing Myth is that if we tell the consumer a lot of things, at least they will hear something. False, if you tell them too much, they will hear NOTHING but a mess and shut you out. Smart briefs focus on the consumer benefits. Ugly briefs focus on the product features. Main Message
    46. 46. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _
    47. 47. We make brands stronger. We make brand leaders smarter. Ugly “prescriptive brief” tries to control the creative Smart “open minded” brief gives freedom to creative Mandatories • Avoid humor, as a sarcastic tone will not work with our target market. • Preference is for real customer testimonials supported by before/after with our 90 day guarantee tagged on. • Ensure brand shown in first 7 seconds. • Use Snookie, as our spokesperson. • Ad setting in pharmacy will add credibility. Mandatories • The line: “best tasting yet guilt-free pleasure” is on our packaging • 25% of Print must carry the Whole Foods logo as part of our listing agreement • Include the Legal disclaimer on the taste test and the 12 week study • If you think the first list is fictional, it’s not. I’ve seen every one of those mandatories in creative briefs. With the second list, you’ll notice that none of them steer the creative advertising ideas. I have seen Brand Leaders write long mandatories lists, that makes it so prescriptive that the creative agency ends up backed into a creative corner. To tick off each mandatory, it creates a messy, ugly “frankenstein” ad that pieces everything together. Smart briefs have few mandatories. Ugly briefs use mandatories to try to steer creative. Mandatories
    48. 48. We make brands stronger. We make brand leaders smarter. • Target competitive users most desirable to us, while maintaining our base • Tell what we do, so that it makes us appear the best in the category • Get new users to buy and current users to use more at the same time. • Make sure we get all our key messages into the creative • Use efficient media options that provides us with the highest ROI What looks like a smarter Creative Brief to you? • Target the people most motivated by what you do best • Use what we stand for to show consumers what they get from us • Focus on getting consumers to do only one thing at a time: think, feel or do • Use the creative work to tell the brand story in a way we love and believe in • Connect with our target where they are most likely to engage with our brand story • Make sure you have a tight target: Spreading your resources against a target so broad, everyone will think your message is for someone else. Make it feel specific and personal. • Feed the benefit: Consumers don’t care what you do, they selfishly and rightfully so care about what they get. Always talk about what they get or how they will feel. • Drive one objective at a time: To drive trial and usage at the same time will leave consumers confused as to what to see, think, do or feel. • Drive one main message at a time: With so many messages, people won’t know what you stand for, and you’ll never get a reputation for anything. Use your big idea to organize everything. Trying to be everything to anyone, makes you nothing to everyone A B Smart Consumer Centric Brief Ugly Product Centric Brief
    49. 49. We make brands stronger. We make brand leaders smarter. When you don’t have much time, it doesn’t mean you avoid writing a brief. It just means using The Mini Brief The Mini Brief Objective Launch new Facebook page to drive trial among a younger audience. Target “Proactive Preventers”, women 35-40, live a healthy lifestyle but still cheat once in a while. Consumer Insights “Cookies are my weakness, the enemy of my diet, but I love them” Desired Response We want consumers to try Grays and experience the unbelievable taste. What We’ll Tell Them Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have to try it to believe it. Never do the “phone call brief” because when you try to cut corners and go too fast, it actually takes longer.
    50. 50. 3 How to judge Marketing Execution
    51. 51. We make brands stronger. We make brand leaders smarter. Smart but not different Solid strategy, but no creativity Will do OK, but won’t break through clutter to make a difference. Smart and different Sweet spot, unique helps break through and solid strategy motivates consumers to take action Not smart and not different Brand is lost and floundering. Conservative creative against a weak strategy. Different but not smart While creative, it misses the strategy, wrong target, message, desired response or activities. Smart Not Smart The same Different Strategic Creativity Brand Leaders tense up when the creative gets “too different” yet they should be scared when it seems “too familiar”
    52. 52. We make brands stronger. We make brand leaders smarter. Great Marketing Execution breaks through and motivates consumers to think, feel or act differently MotivationtoBuytheBrand Consideration of the BrandLow High High
    53. 53. We make brands stronger. We make brand leaders smarter. Main Message connects with consumers and motivates them to think, feel or act differently about the brand. Breaks through to connect with consumers, while linking brand closely to the story. “Motivating Messaging” (WHAT you say) “Branded Breakthrough” (HOW you say it) Attention and Branding Communication and Stickiness Great Marketing Execution breaks through and motivates consumers to think, feel or act differently MotivationtoBuytheBrand Consideration of the Brand
    54. 54. We make brands stronger. We make brand leaders smarter. Attention Branding Communication Stickiness The Best Ads • Break through the clutter (Attention) • Links closely to the brand name (Branding) • Communicates main message (Communication) • Makes brand seem different (Stickiness) How to judge the “Branded Breakthrough” and “Moveable Messaging” “Motivating Message” (WHAT you say) “Branded Breakthrough” (HOW you say it)
    55. 55. Stickiness Build a consistent experience over time to drive a consistent reputation in the minds and hearts of the consumer. Communication Tap into the insights of the consumer helps tell the brand’s life story. Keep your story easy to understand, not just about what you say, but how you say it. Branding Tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad. Attention Get noticed in a crowded media world where consumers see 7000 ads per day. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.A B C S Motivating Message (what you say) Branded Breakthrough (how you say it) The ABC’S of Advertising
    56. 56. We make brands stronger. We make brand leaders smarter. It garners breakthrough ATTENTION COMMUNICATES consumer benefits through the story It puts the spotlight on BRAND It is memorable and STICKS over time Big IdeaA B C S The Creative Idea has to express the Big Idea through the ABC’S Creative Idea How the Creative Idea draws the attention, tells brand story, communicates benefit and sticks.
    57. 57. A The best way to grab ATTENTION is to take a risk and do something creatively different
    58. 58. We make brands stronger. We make brand leaders smarter. 1. Be incongruent: get noticed by being different from what they are watching. Different type of creative can help drive a high score on “made the brand seem different”. A lot of brand leaders are afraid of this, because they feel it exposes them. 2. Resonate: Leverage consumer insights to connect with the consumer, in a true way they see themselves or interact with the brand. 3. Entertain them: Make them laugh, make them cry, or make them tingle. Consumers interact with media to be entertained. 4. The evolution of the art of being different: As much as movies, TV, music continue evolve, so do ads. Reflect the entertainment to capture consumer attention. 5. Location based: Be where your consumers are most open and willing to listen. Make sure your creative makes the most of that media choice.   6. Be part of the content: As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story. 7. Be Sharable: Amazing story-telling ads getting passed around on social media vehicles. These long videos are great for engaging the consumer emotionally.   How do we earn the consumer’s attention?Attention
    59. 59. We make brands stronger. We make brand leaders smarter. Attention Connect and resonate with your consumer
    60. 60. The best BRANDING comes when you connect the Brand to the Climax of the ad. B
    61. 61. We make brands stronger. We make brand leaders smarter. There is an old Advertising saying: “Half of all advertising is wasted, but we aren’t sure which half.” Coincidently, the average brand link is usually around 50%. Your goal should be to get past that mark. 1. Make your brand a central part of the story: It is not how much branding you use, but rather how closely connected the brand to the climax of your ad. 2. Is it the Truth: It sounds funny, but if there is a disconnect between what you say, and what you really are, then the brand link won’t be there. 3. Own the Idea: Be a bit different—make sure that what you do sets you apart from anyone else. 4. Repeat: Simplest way to get stronger branding is to repeat and repeat and repeat. Put your brand at the maximum involvement spotBranding
    62. 62. We make brands stronger. We make brand leaders smarter. Maximize the brand involvement • Avoid cutting away to a white screen. My pet peeve in advertising is when I hear creatives say “and then we cut to the pack shot”. When I hear that, I wonder why people are afraid of the brand? That’s the “gag and tag” approach where consumers will think it’s funny and they say they like that ad, but then “can’t remember what brand its for”. The way to get maximum involvement is to force your creatives to make your brand part of the story. • People remember stories. If that story involves the brand, then naturally we would have more branding. A powerful story can capture the consumer, and hold them, but also leave them with a little magic. It’s the brand’s life story, the purpose or the reason for being and that will make the brand much more memorable. Make the brand part of the story. Make the brand a central part of the storyBranding
    63. 63. The best way to COMMUNICATE is through Story Telling that involves the brand. C
    64. 64. We make brands stronger. We make brand leaders smarter. Communicating is about selling. Keep in mind, communication is not what is said, but what is heard. 1. Start a dialogue: If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer. 2. What are you selling? You have to keep it simple—you only have 29 seconds to sell the truth. Focus on one message…keep asking yourself “what are we selling”. 3. Powerful expression: Find one key visual that can express what you are selling and stand behind it over time. 4. Find your “More Cheese”: This is where the benefit is so obvious what people want, we need to scream it or find ways to demonstrate it. 5. Sell the solution—not the problem: Brands get so wrapped up in demonstrating the problem, when really it is the solution consumers want to buy. 6. Diminishing returns of messages: Tracking studies show that the more messages you put in an ad, the less the consumer can retain. What are you selling? Then sell it!!!Communicate
    65. 65. The best way to stick is to have an idea that is big enough. S
    66. 66. We make brands stronger. We make brand leaders smarter. 1. Dominant Characteristic: Things that are memorable to the senses (visual, sounds, smells, etc) and have something that dominates your mind 2. How big Is the Idea? Its proven that a gold fish will get bigger with a bigger bowl. The same for ideas. 3. Telling Stories: While visuals are key to communicating, people remember stories—that’s how we are brought up —with ideas and morals designed to stick. 4. Always add a penny: With each execution, you have a chance to add something to the branding idea. 5. Know your assets: Build creative and brand assets into your ad so that it sticks. Keep using in new executions or in other parts of the marketing mix. How do you get your idea to stick?Stickiness
    67. 67. We make brands stronger. We make brand leaders smarter. Nike built the “Just Do It” creative idea
    68. 68. We make brands stronger. We make brand leaders smarter. Nike pushes your athletic boundaries beyond what you thought was possible, so you can win on your own terms. Nike’s creative idea of“Just Do It”reflects the brand’s strategic Big Idea Strategic Big Idea Creative Big Idea
    69. 69. We make brands stronger. We make brand leaders smarter. Building around your assets helps your ads stickStickiness Two types of assets to build behind: 1. Brand assets: Look at the image scores or main messaging scores in your brand tracking and then continue to build through the campaign over time. These become the heart of the brand’s truth. 2. Creative assets: Those images, icons or parts of the ads that are remembered and internalized. You want to understand what’s breaking through and continue to use those creative assets in future executions. This starts to give your brand a sense of consistency in execution.
    70. 70. We make brands stronger. We make brand leaders smarter. 1. It must set your brand apart from the competition. The more different the execution, the more different it will make the brand seem. 2. Keep the idea and communication focused and very simple. Focused target, focused message, focused strategy and a focused media. If you try to shout too many messages, consumer just ends up hearing a confusing mess 3. Need a good Big Idea. Big Ideas drive consistency aligning your thinking over time, across mediums (paid, earned, social, store) and across the entire brand line up. 4. Drive engagement: To gain attention among the 7,000 ads consumers see each day, you have to make what you do interesting enough to get noticed. 5. Let the visuals do the talking. Need a visual to capture attention, link to your brand and communicate your message. 'See-say' advertising helps the consumers brain to engage, follow along and remember. 6. Sell the benefit, not the problem or your product. Focus more on the solution than the problem, what consumers get, and how it makes them feel. 7. Connect using consumer Insight. Insights enable consumers to see themselves in the situation and once you do that, the consumers will see that the brand must be for them. Focus on mattering the most to those consumers who care the most. 8. Tell the story behind the brand. Talk about your brand's purpose and your story about why you started this brand, what do you hope the brand really does to help people. 8 things that Marketing Execution must do for your brand
    71. 71. 4 Making Decisions on Creative Making decisions and providing direction to inspire and challenge the Agency to reach for greatness, never settling for OK.
    72. 72. The style and tone in which you give feedback to an agency can make an ad better, or destroy it before it’s ever made Be a passionate brand leader, open with your feelings, challenge the work to be better, take chances, reward effort and celebrate successes together.
    73. 73. For many Brand Leaders, being on the hot seat in the creative meeting feels like your brain is spinning. Why did they choose purple? I’m going to recommend Red. I have to finish my forecast Will this hit our trial targets We did this spot 3 years ago on a beach. I hate that spot but I guess I get to go to Hawaii. Is there enough branding? Where is our new claim? I’m not sure this humor is appropriate Is this all they have? What will my boss say? Do you think these people know I have only made one ad? This ad might get me promoted It looks like our competitor did this I like this spot, but I might switch the lead to a female, and older. This agency does Budweiser. Where are those creative guys? I never liked the brief Too many thoughts in your head will get in the way of smart thinking.
    74. 74. We make brands stronger. We make brand leaders smarter. How you give feedback can make an ad great or destroy the relationship • Be in the moment, relax and smile: I always find that the room gets so tense, stiff and serious: we forget to laugh, smile and be real. The creative meeting should be fun. Take the attitude that If we are having fun, then so is the consumer. • We recommend that you provide feedback in three ways: 1. First Impressions: During the presentation, showing you are fully engaged enough to say “I like that” or ask a quick question. 2. Give Direction: Focus more on the work you like first and then speak to what‘s working about it, and if any, what challenges that need fixing to make it better. Move to the ones you don’t like with less detailed feedback, but giving the overall big picture reason why you are rejecting it. 3. Leave the detailed direction on how to make it better for the day after. Move the details (copy points, placement, colors) to the next day, helping focus the immediate comments on big picture reaction Take 24 hours to digest all the little details • Speak on behalf of the consumer you represent and then think slowly as the brand you run. Strategy Instincts
    75. 75. We make brands stronger. We make brand leaders smarter. Think slowly with strategy. Think quickly with instincts. Marketing decisions need both slow strategic thinking and fast instinctual thinking
    76. 76. We make brands stronger. We make brand leaders smarter. Do you love the ad? Do you want this to be your legacy? (Your Passion) Does the ad express what you wrote in your brand strategy? (Fit with plan) Will the ad motivate consumers to do what you want them to do? (See, Think, Feel, Act) Is the Big Idea the driving force behind all the creative elements? (Express Big Idea) Is the ad interesting enough to break through the clutter? (Gain Attention) Is the brand central to the story of the ad? (High on Branding) Does the ad communicate your brand’s main benefit? (Communication) How campaign-able is the ad? Does it work across various mediums, with all products? Will it last over time? (Stickiness) 1 Gut Instincts Check List 2 3 4 5 6 7 8
    77. 77. We make brands stronger. We make brand leaders smarter. When you first see new Marketing Execution ideas, think quickly reaching for your instincts, while representing your consumer If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta ok” in the end. But if you love it, you’ll go the extra mile and make it amazing. Ask if you would you be proud of this as your legacy. Do you love the work? At the early stage, you are not doing anyone a favor in keeping work alive that you don’t love and that isn’t working for the brand or consumer. Think fast with instincts First Reaction Gut Check Does it work? What is your immediate reaction when you reach for your instincts? Many times, instincts get hidden away because of the job. Relax, be yourself in the zone, so you can soak it in, right in the meeting. Be careful that you don’t quickly reject out of fear.
    78. 78. We make brands stronger. We make brand leaders smarter. As you digest the Marketing Execution ideas, you want to take time to use your strategic thinking, while representing your brand Does the work express what you wrote in your strategy documents? For new products, use the Venn diagram to figure out success potential. For Marketing, use the ABC’S (Attention, Branding, Communication, Stickiness) method to help you evaluate work past your instincts. Is it on strategy? At the decision point, you have to decide to go or provide a modified challenge back to the team to put them in a “new box” for them to solve. First Test Long view Is it big enough to last? Is the work big enough to last 5-10 years? Can it last in the Market for 5+ years and will it work across various mediums (paid, earned, social) across all distribution and across the entire product line. Think of being proud in leaving a legacy for your successor, to force your brain into the longer term. Think slowly with strategy
    79. 79. We make brands stronger. We make brand leaders smarter. As Brand Leaders we never make anything, we just make decisions on which way to go. We only have 3 choices. Approve the work Reject the work Change the work Brand Leaders rarely APPROVE creative execution out right. They seem reluctant or afraid to REJECT execution ideas. So they mistakenly assume their role is to CHANGE the work.
    80. 80. We make brands stronger. We make brand leaders smarter. Agree on a clear decision making process • Decision making: Team leader in the creative meeting room provides the direction to make the work as good as it can be before selling it in. This gives the brand manager the full ownership over the project. • Pre testing can help: Narrow the creative concepts down to 1-3, put into animatic format and test to determine success potential in the market. Instincts are great, but having them confirmed by consumer feedback is even better. • Selling the work in to the Organization: The team leader accompanied by the senior account person (plus Creative Director if needed) should jointly sell it in the organization. • Make sure you leave enough time: While everything is a rush these days, a well run project, with adequate breathing space for creative ideas, 2-3 rounds of creative, potential testing and adequate time for development. Own it enough to live in it. It is your creative Execution, make sure you are leading it. Be decisive, clear and communicate.
    81. 81. We make brands stronger. We make brand leaders smarter. Old school process for giving feedback is not working For decades, brand management teams have been using an archaic process that is no longer work. You have likely seen it in play. 1. The Account Manager re-reads the brief, then they do a set up of each board, explaining the technique/process. The problem is the agency set up taints the client’s view of a spot. (e.g. this is funny) Since your consumer never gets a set up, and you want to see through the eyes of your consumer, we should eliminate the set ups. These big set ups just allow the agency to control your mind. 2. The Agency presents 3 scripts, and says which one is the agency’s favorite. This is a potential de-motivator if you ask for their favorite and then dismiss it. 3. The client feedback starts with the most junior person going first, then all the way up to the senior person in the room. This allows each senior people to over-rule the other person and allows the most senior person in the room to control the final answer. This feels very 1950s humiliation and de-motivating to the junior people on the team. While everyone feels wonderful, the agency walks away with a confused message, with various people liking various elements. This process gives power to agency as they can cherry pick things they heard. The opinions of the most senior client matters the most.
    82. 82. We make brands stronger. We make brand leaders smarter. 1. Following the creative, take a 30 minute huddle for a client-only meeting. This allows the brand team to have a very open discussion, freely hearing out everyone’s thoughts, giving the junior people easier input the final opinion. The Brand Manager hears everyone’s views, then consolidates one message to the agency. 2. Agency gets one piece of feedback. The break helps to slow down process so the client can think things through and get the story straight. 3. This process gives ownership to the brand leader, who should do all the speaking on behalf of the team, not the most senior person in the room. The “huddle” process gets full alignment on the client side and the agency with ONE direction. This process gives the Brand Manager the power and a sense of ownership. New School: Use a client huddle to provide one aligned client response to the agency.
    83. 83. As a Marketer, if you are not talented enough to come up with amazing creative execution in the first place, why do you think you are talented enough to do something even harder:  
 Change the work! Wouldn’t it just be easier to modify the problem for your team of experts to figure out.
    84. 84. Creative people are problem solvers. They want your problems not your solutions. …Then use your feedback at creative meetings to create a new “box” for them figure out a new solution. THE BOX If the creative brief is a “box” for the Creative execution team to figure out the solution to…
    85. 85. Creative people are problem solvers. They need your problems not your solutions.
    86. 86. We make brands stronger. We make brand leaders smarter. It should be a complete surprise, but as soon as you see it for the first time, you know it is just perfect. As a Brand Leader, you should think of Advertising like the perfect gift that you never thought to get yourself
    87. 87. We make brands stronger. We make brand leaders smarter. Managing the Creative Process is like designing your kitchen. If you hired a designer to re-do your kitchen, you need to leverage their expertise, be open to new ideas, but make sure you can live in it.
    88. 88. We make brands stronger. We make brand leaders smarter. Agency relationships matter. Earn the best work. • Communication goes both ways: Exhibit the leadership style that welcomes feedback, and gives it. Each side brings an expertise, the agency has advertising and communication expertise and the client brings consumer/brand expertise. Leverage each others’ expertise. • Seek advice beyond advertising: Good account people know what it takes to be a good marketer. They can help you on the side. And many times, their superior people skills can help a client that might be lacking in that area. • Build a relationship with the creative team: The creative teams want to engage with the client and will respect your attempts to get closer to them. Like anyone, they will do a better job for those they know, respect and even admire. Being the best client, will attract the best creative people on a given team. They’ll want to work on your brand. Agency people are more emotionally driven. Be one of the favorite clients of your agency and your work will get better.
    89. 89. We make brands stronger. We make brand leaders smarter. 1. If you realized that how you show up as a client was the biggest factor in getting better advertising, do you think you would actually show up differently? If so, then show up right. 2. Are you one of the favorite clients of your agency? You should inspire everyone to want to work on your brand, never treat them like they have to work on your business. 3. Do you stay focused on one target, one strategy, one benefit behind one big idea? Avoid the “just in case list” where you add “one more thing” 4. Are you the Brand Leader that is willing to fight anyone in the way of great work? When you do, you will start to see everyone fight for you. 5. Do you resist temptation in approving advertising that is “just OK” and “safe”? What signal do you think it sends everyone involved? You have to LOVE your advertising, and never settle for OK. 5 questions to challenge Brand Leaders to get better creative execution on their brands
    90. 90. 4 Making Media Decisions How to strategically leverage your Media Investment to help build a stronger, more powerful Brand
    91. 91. “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”
 John Wanamaker
    92. 92. We make brands stronger. We make brand leaders smarter. How to judge the media options beyond efficiency 1. Efficiency of the Media Math • Reach: number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication.. • Frequency: number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. 2. Quality of Media • Each medium may have a different measure of quality: Prime vs. Day Time, # of top 10s or top 20s, placement etc. Balance the efficiency against the quality. Depending where you are on the Brand Love Curve might impact how much emphasis you place on quality of media. 3. Media impact of the Media • I’ve always tried to balance the efficiency and quality but then taking 10-20% of the budget—depending on the strategy—push for high impact or high innovation media that helps drive early attention for a campaign. • In the new media world, you have to leverage social media conversations, leveraging both the balance of traditional and digital media. Understand sequencing of media. 4. Fit with the consumer’s life • Modern media options allow you to map out the entire consumer buying system to manage the purchase moment of your consumer. Identify where to impact.
    93. 93. We make brands stronger. We make brand leaders smarter. Consumer Social Media Home PageEarned Media SearchPaid Media Retail MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea How the Big Idea can organizes the media choices The Brand
    94. 94. We make brands stronger. We make brand leaders smarter. Big Idea For B2B, follow Big Idea but different Media choices Customer Company B2B Social MediaHome Page Earned MediaSearchSales story Sales Material Trade Show Make company newsworthy to influence customers Enlist brand lovers as advocates to influence others. Tell company story in an own-able, breakthrough, moving way. Bring company to life to replicate ideal brand experience Manage customer through entire purchase cycle. Help customers make smarter, informed decisions. Knowledge, influence to close the sale of products/ services.
    95. 95. We make brands stronger. We make brand leaders smarter. BIG IDEA should guide CREATIVE IDEA that sets up the Master Brand as well as sub brands or sub messages… …the MEDIA PLAN should also leverage BIG IDEA to balance how to execute the Master Brand and sub brands or other mediums. Creative Big Idea Sub Brand Campaign Sub Brand Campaign Sub Brand Campaign J F M A M J J A S O N D TV TV TV Facebook Event Event Sampling Digital Twitter In Store Displays PR PR Facebook FacebookWeather Twitter YouTube Big Idea Master Brand Anthemic Campaign How the Big Idea organizes a consistent delivery of the brand advertising with a big creative idea and media execution
    96. 96. We make brands stronger. We make brand leaders smarter. Where your brand sits on the Brand Love Curve focuses your brand strategy and guides your next move Unknown Indifferent Love It Like It Beloved Stand out so consumers see brand in the crowd Establish brand positioning in the consumer’s mind Magical experiences inspire brand fans to influence others Tighten bond with most loyal brand lovers Motivate consumers to buy and build a bigger following
    97. 97. We make brands stronger. We make brand leaders smarter. Get Consumers to THINK differently about your brand Drive ACTION to get consumers to buy and create a following. Get Current Loyal users to connect emotionally and LOVE you more Create outspoken loyal fans to whisper to their friends on your behalf Stand out so consumers NOTICE the brand in a crowd market place Where your brand sits on the Brand Love Curve should focus your team’s marketing execution focus Think Do InfluenceSee Feel Marketing Execution Head Feet Heart SharingEyes BelovedIndifferent Like It Love ItUnknown
    98. 98. We make brands stronger. We make brand leaders smarter. Media choices should help drive awareness and to establish your brand in the consumer’s mind Brand Strategies • Both unknown and indifferent brands are trying to gain traction into the market. For unknown brands, it is about setting up of the brand and launching. Then, you need to build a core message and find early brand lovers. For indifferent brands, you need to establish your brand in the consumer’s mind, to separate your brand from others. Use a mind shift with a new story or a mind share to dominate the consumer’s brain. Media Choices The media choices will vary based on what type of brand you are: product, story, experience or price. • Product brands need to stand out with early adopters using an interruptive and visual medium such as TV, magazine and on-line video that can help show and explain what makes your brand better or different. Balance the lead medium with visual demonstrations on your own brand’s website, invest in search to help the consumer go deeper and then use expert influencers to help move the early adopters along to the purchase stage. • For story-led brands, you need to project your point of difference to capture involvement to create a small movement with potential early brand lovers, who connect with your brand’s purpose, story or unique concept. Use story-telling mediums such as TV or long copy print, then support with digital and social media to enhance the following. • For brands where the consumer experience is the most important element, the awareness build will be slower. Use word of mouth, key influencers, expert reviews (e.g. restaurant critics) and on-line customer review sites (Yelp, Trip Advisor) to entice other consumers to want to try the experience. These influencers can make or break the brand early on. • For price driven brands, you need early volume to cover the lower margins. Invest in call to action mediums such as 15 second TV or radio ads. Support traditional and on-line price tools, such as flyers or on-line coupon sites, then price promotions at the point of purchase. Unknown or Indifferent
    99. 99. We make brands stronger. We make brand leaders smarter. Media choices should help separate your brand from the pack to move consumers to create a following Brand Strategies • For Like It brands, it’s about separating your brand from others. Options focus on either driving penetration or driving usage frequency. Avoid trying to do both at once. You can also consolidate the consumers usage occasions or try to cross sell so consumers use other products within your brand. Media Choices • For a penetration strategy, the media should showcase the creative to a larger audience to help convince potential new users to consider trying your brand. To reach a larger audience, consider efficient mass media options such as TV or digital. To convince new consumers to try, you should leverage search, website information and expert testimonial to point out the differences between your brand and current choices as a way to help trigger that initial sale. • To drive usage frequency, you will need to understand whether it will be a displacement of other brands in the competitive set or instilling the brand into more of life’s moments. To help displace usage of other brands, the media plan will be similar to the penetration media option. You can supplement with media at the point most used by a competitor. For instilling your brand into more life moments, you should map out the day in the life of your consumer and place ads at the points in the day where the consumers are most most likely to resonate. • With both options, you need to use media as a way to own the path to purchase. You will want to dominate search, in-store and e-commerce options. Your focus here is triggering the sale, believing the usage of the product will help the consumer understand and appreciate the difference. The added following gives your brand added clout in the market, and a revenue stream that can help fuel further investment into the brand. Like It Brands
    100. 100. We make brands stronger. We make brand leaders smarter. Love It and Beloved Media choices should tighten and solidify the bond with your consumer Brand Strategies • For Love It brands, it’s about shifting into an emotional connection. Here the focus is moving from a simple product that is used to a brand that is experienced. You need to maintain the love, find ways to deepen the love or give new reasons to love. For Beloved brands, you want to continue the magic to surprise and delight loyalists and use loyalists to whisper with influence to their network. Media Choices • For a product led and story led brands, you should consider a maintenance strategy with mass media in order to maintain your leadership presence and perception. However, you should begin shifting your resources to driving the love with those consumers who love you the most and building an army of followers that you can leverage at the lunchroom table and in the social media world. • Look to own one of the social media vehicles that best fits your brand strategy and provides the opportunity for your loyal brand fans to attach their voice in sharing to their network. The options should match up to how the consumer uses the internet and the emotional zone that you wish to dominate. • At this stage, you will also be turning usage frequency into a routine or ritual that becomes one of the consumers favorite parts of the day. You can use the day-in-the-life analysis to help embed your brand messaging into those little life moments. The brand message should be engaging with a highly personal and emotional media choice. This could include social, digital and out of home media choices. • When you wish to expand your brand with a new product category, leverage your army of brand fans to be the first consumers to try the new offering. Place your brand message on pack or near the current ritual.
    101. 101. We make brands stronger. We make brand leaders smarter. How the brand funnels shows how to help move consumers through to the purchase moment We make brands stronger. We make brand leaders smarter. nd funnels to look beneath the surface and see the health of the brand Ratio Scores First take a look at the absolute brand funnel scores, compare them to last year, compare to 93% 87% 82% 63% 16% 2% Awareness Familiar Consider Purchase Repeat Loyal 91% 94% 77% 25% 12% Absolute Scores Analytical Process We m We make br Consider Aware Fan Loyal Repeat Satisfied Buy Search Assess how consumer’s shop, to know potential triggers them along the Consumer Buying System Consumer • Brand funnels becomes thicker as the brand becomes more loved. It’s not just about driving particular numbers but about moving them from one stage to the next. • To drive TRIAL you need to gain CONSIDERATION first (the brain) and then you need to move the consumer towards purchase and through the experience. To drive LOYALTY (the heart) you need to create experiences that deliver the promise and use tools to create an emotional bond with the consumer. • AWARENESS is never enough, anyone can get that. But consideration is the point you start to see that your brand idea starts to connect and move the consumer.
    102. 102. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search Awareness Ads Invest in mass media to establish position in consumer’s mind PR/Content/SEO Use information to teach those seeking to learn more pre decisions Retail/Home Page Close the deal by separating your brand from the competitors at the last minute during purchase moment. Post Purchase Help Create experience to re-enforce promise, after sales help for new users to get the most from the brand. Love those who love you most Surprise & delight rewards to drive ritual among your most loyal users Use emotions to build frequency Using reasons for usage to turn into routine. Leverage emotional bond Drive repeat Turn trial into an experience, reward happy customers, emotionally re-enforce reasons purchase makes sense Outspoken Army Create club, leverage loyalists to influence friends, especially through social media Use media choices to move consumers to see, think, do, feel or influence as they move through the brand funnel Consumer Unknown Indifferent Love It Like It Beloved
    103. 103. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search What behavior do you wish to illicit within your consumer? Consumer Think Do Influence See Feel
    104. 104. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search How media moves consumers through the brand funnel Consumer
    105. 105. We make brands stronger. We make brand leaders smarter. New school media planning allows brand leaders to use their most loyal fans to influence their network Instead of YELLING at all consumers, brands should WHISPER to your most loyal brand fans, hoping they drive AWARENESS with INFLUENCE all their friends. Aware Loyal Aware Purchase Loyal Purchase Old School Marketing New School Marketing
    106. 106. We make brands stronger. We make brand leaders smarter. Evolution of where consumers are with their use of media Traditional Media: Prior to 2003 • Consumers relied on traditional media sources: TV, radio, Newspaper. Very linear media planning. • Embryonic Ineffective search, some on- line specialty forums. No social media. Badly designed simplistic brand websites. • AOL launched in mid 90s with potential to dominate but could not keep pace with growth and crashed. • P&G announced they were devoting 1% of their media spend to the internet. The world thought they were either crazy or knew something. Traditional + Digital: 2003-2012 • After a decade on line, advertising began catching up with digital ads, websites, viral videos and growth of internet search. • Early social media with MySpace for early adaptors, but exploded to masses with Facebook, LinkedIn, Twitter dominating. • Media plans looked at digital as an additive part. Brands struggled to understand how to fit in with social media. • Early stages of E-commerce took form, with Amazon moving from infancy to potential global dominance. Ubiquitous Media 2012- • Mainstream brands adopting digital as a normal ad vehicle, and trying to move to social media. • Just as brands gain comfort with digital and social, consumers shift to mobile. Brands now struggling with how to fit their brand messages into a mobile world.
    107. 107. We make brands stronger. We make brand leaders smarter. The 8 need states as to why consumers use the internet Consumer I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to stay aware I want to do things I want to go somewhere
    108. 108. We make brands stronger. We make brand leaders smarter. The 8 need states match up to the 8 emotional zones Consumer I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to do things I want to go somewhere I want to stay aware Sense of optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed Knowledge
    109. 109. We make brands stronger. We make brand leaders smarter. How social media choices deliver the 8 internet need states I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to go somewhere I want to stay aware Consumer I want to do things
    110. 110. We make brands stronger. We make brand leaders smarter. In the space you play in, how involved is your consumer and how important is it to their lives, impacts your strategy Importance Involvement High Low HighLow Indulgence Brands Impulse items, lots of switching and variety within consideration set. Confectionary, fast food, perfume, beer, music. Drive importance by connecting to emotions in their lives. High Profile Badge product, favorite part of everyday life. Fashion, cell phones, restaurants, entertainment, sports, coffee and cars. Need to stay relevant and in the spotlight. Commodities Everyday household items, staples or commodities with marginal differentiation. Many CPG brands. Need to use differentiation to help drive importance or make higher involvement. Essentials Necessities such as healthcare, banking, insurance, supplies or software. Need to drive involvement to peak interest during problems. Drive routine to counter low compliance.
    111. 111. We make brands stronger. We make brand leaders smarter. In the space you play in, how involved is your consumer and how important is it to their lives, impacts your strategy Importance Involvement High Low HighLow Indulgence Brands • Drive consumer importance. • Drive importance by connecting to emotions in their lives. Become a favorite part of your consumer’s day. • Stay involved, mass media, social presence, selective targets, fit to lifestyle. Be where they are type media approach. High Profile • Maintain both importance and involvement. • Motivate engaged advocates to spread their influence to their network. • Invest to stay top of mind, continuously innovative and emotionally engaged. • If you are competing in the high profile category, but have a gap, you must work to close it to compete Commodities • Drive both importance and involvement. • With a low involvement, brands must work harder to interrupt consumers with highly creative and engaging brand communication. • With low importance, brands should leverage key influencers or the most loyal users to influence their social network. • Need to stay top of mind with users to ensure steady brand usage. Essentials • Drive consumer involvement. • With a low involvement, consumers tend to forget about these brands, even if they are important to them. • Drive involvement by leveraging key influencers and public relations. Explore motivational messaging and routine-based messages that help the consumer stay engaged with the brand.
    112. 112. We make brands stronger. We make brand leaders smarter. Marketing to the “many moments of me” during the day. Match up your media choice to the moment in your consumer’s day where they are most likely to engage “You are where you are at” The consumer’s mindset changes during the course of the day, based on where they are or what they are doing. 7am 9am Noon 9pm 7pm 11pm 3pm 5pm
    113. 113. We make brands stronger. We make brand leaders smarter. Marketing to the “many moments of me” through the week Match up your media choice to the moment in your consumer’s week where they are most likely to engage The consumer’s mindset changes during the week. Families on weekend, back to it on Mondays, both work and gym. Tired mid week. Plan weekend on Thursday, party on Friday. How do you fit your brand message into the consumer’s week? Sunday Monday Tues Wed Thurs Friday Saturday
    114. 114. Smart media choices should be less about where the media is going, and more about where the consumer is right now.
    115. 115. Media options Strengths and weaknesses of each
    116. 116. We make brands stronger. We make brand leaders smarter. Strengths • TV continues to be the most efficient media, with the highest reach and frequency opportunities. TV also gives the quickest awareness—especially against a mass audience. With high efficiency, TV is also a good tool for continuity. • TV has an opportunity to target specific broad consumer segments via specialty channels or selective “appointment” TV. TV offers opportunities for integration into the programming with product placement and show sponsorship. Consumers watching and on-line at the same time, gives advertisers options to capture consumers and move them on line for more information. Viewership of sports is up dramatically, to a loyal fan base on a weekly basis or to reaching a broad audience for big events (Super Bowl or Olympics) • Creatively, because it has sight/sound/motion, TV is the easiest medium to get a complex idea to the consumer. TV has high breakthrough, can easily demonstrate or explain and can demonstrate emotions better than other mediums. Television Weaknesses • While TV is efficient, the high production costs make it cost prohibitive to smaller brands, a high cost of entry for any brand and a high cost of continuity. For many clients, you have to watch the potential escalation of production costs so that you can afford enough media to pay off the high fixed cost. As TV production is a complex, big project, the decisions you make along the way need to be scrutinized carefully. • Long lead times makes TV less flexible and less capable to react to changing market dynamics. The most efficient TV schedules require long lead times (3-4 months ahead of time, depending on the market) and the average TV production from briefing to on air is about 4-6 months, depending on the complexity of the task. • TV has a lot of clutter, and people have a love/hate with TV ads. On-line pre-roll style TV ads (youTube) are hated by most consumers.
    117. 117. We make brands stronger. We make brand leaders smarter. In North America, TV has been going through a major change with the best dramatic shows now on non-traditional TV stations More passion than ever for TV dramas, just none of them are on the Big 4 stations. Will they bounce back to compete or just become “fast food” type filler TV?
    118. 118. We make brands stronger. We make brand leaders smarter. Strengths • Drive time radio still fairly strong with commuting consumers fully captured and engaged. • Can use specific radio formats (e.g. Country) for reaching specific consumer segments. • Radio is an ideal call-to-action medium, ideal for retail promotions or impulse driven products. • Radio has much shorter lead times than TV, shorter in purchasing spots and production times. Significantly lower production costs help when you are a smaller budget brand or looking to support a promotion. With lower production costs, if you have a lot of information, consider leveraging a 60-second radio spot. Radio Weaknesses • Radio is a less Intrusive medium. People tend to have it on as a background medium (non-participatory) when they are driving, or at home, or outside. Radio is a low involvement medium: yes the audience is captive, but are they really listening? • In many markets, radio is still bought on a local basis, making it less efficient. In some markets like the US or UK, there is growing national radio network. • Lack of good creative: With many clients using radio to support a promotion or very heavy on call-to-action style messages, the creative in general lacks creativity. This can be a positive in that good radio can stand out. • Significant growth of subscription commercial-free options (Sirius) podcasts and blue-tooth music options means lower chances to reach consumers.

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