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Training For Planners

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Training For Planners

  1. Digital training for planners
  2. “ If you want to understand change you need to be part of it.”
  3. You can’t “teach digital”
  4. <ul><li>Shot of guitars </li></ul>
  5. Since the beginning of time…
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  7. The world is a big place…
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  13. So how is this relevant?
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  26. Let’s compare
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  29. Assumptions
  30. Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive
  31. Challenge 1: Reach Challenge 2: Impact on Reach
  32. Digital is a little different…
  33. Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive
  34. The fundamental assumptions are different
  35. So the approach needs to be different
  36. It’s Challenging
  37. Universe of channels
  38. Massive Audience
  39. Who have no attention span They have no attention span
  40. And enormous power to ignore you
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  42. Block you out
  43. Tell everyone you suck! Tell everyone you suck!
  44. Kotler is old school but on the money
  45. Advertising agencies can no longer prosper just by creating ads and choosing media. There are so many new ways to communicate today. Smart ad agencies will transform themselves into full-service communication agencies. They will work with their clients to choose the best messages and media vehicles, whether these are in the form of ads, press releases, events, sales promotions, sponsorships, direct mail, email or telesales. – Kotler http://www.globalleadersevents.com/downloads/downloads/AdvertisingvsPR_Kotler.pdf
  46. Management is hard Management is hard
  47. Requires a different approach
  48. Digital Landscape <ul><li>Websites </li></ul><ul><li>Applications </li></ul><ul><li>Branded content initiatives </li></ul><ul><li>Programmes </li></ul><ul><li>Mobile services </li></ul><ul><li>Purchase process </li></ul>Information/ Service Delivery Demand Generation CRM/Loyalty <ul><li>Online Media </li></ul><ul><li>eDM </li></ul><ul><li>Content Sponsorship </li></ul><ul><li>Editorial </li></ul><ul><li>Microsites </li></ul><ul><li>Search Marketing </li></ul><ul><li>Subscription programmes </li></ul><ul><li>Rewards programmes </li></ul><ul><li>Membership Facilities </li></ul>Brand Considerations Operations Trends Technology Brand DR
  49. The path to love Communicators These talk to people who don’t know us or the message we have to send – Get ‘em interested Influencers These inform, excite, explain, motivate etc – Reel ‘em in. Optimizers These maximize the enjoyment of the purchase and encourage re-purchase. Keep the love fresh and relevant Fulfillers These deliver the goods in a way that seals the deal. Brand Fascination
  50. Marketing Architecture Sales Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Sales Subscriptions Test Drives Repeat CRM Servicing Subscriptions Acquisition eDMs Brochure Accessories Repeat Develop relationship
  51. Channel Usage Map Display Media Int Eng Experience Subject Matter Site Subject Matter Site Paid Search Organic Search Paid Search Organic Search Awareness Consideration Selection Sales Repeat Paid eDM Website Digital PR Member eDM Landing Page Microsite Company Blog/Forum Paid Mobile List Member Mobile List Member Website
  52. Digital is like cake
  53. The digital layer cake
  54. The digital layer cake Messaging Pictures and Words Interactivity / Delivery / Experience Behaviour path and outcomes
  55. The digital layer cake Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context
  56. So, digital has two extra dimensions Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context
  57. Picture of a carrot – illustrate the objective or goal of the audience
  58. Digital vs Retail Digital is like retail
  59. Someone has to make all this!
  60. <ul><li>Entry experience </li></ul><ul><li>Signage & Language </li></ul><ul><li>Products </li></ul><ul><li>Product placement </li></ul><ul><li>Sales & Services </li></ul><ul><li>Driving store traffic </li></ul><ul><li>Increasing basket size </li></ul><ul><li>Brand </li></ul><ul><li>Trial </li></ul><ul><li>Specials & Offers </li></ul>Considerations of retail are very similar to online
  61. Sometimes it’s like the front bit of Ikea Sometimes it’s like the back bit of Ikea
  62. <ul><li>Always consider the user/audience/customer </li></ul><ul><li>– remember their involvement is voluntary </li></ul><ul><li>What are we asking them to do – is it reasonable? </li></ul><ul><li>How can we frame this so we are delivering extraordinary value or something remarkable? </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Ease of use </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><li>What is the desired behaviour path we want them to take? Can we motivate them effectively at each point to continue down that path as far as possible? </li></ul>Regardless of project
  63. <ul><li>Heuristic Landscape </li></ul><ul><li>Mnemonics </li></ul><ul><li>Prime your campaign for distribution by your fans </li></ul><ul><li>Would it look good on a badge? </li></ul><ul><li>Are we asking something reasonable? </li></ul><ul><li>How can we deliver more value to the audience? </li></ul>6 tips for a great digital campaign
  64. So when you brief a creative team…
  65. <ul><li>In addition to all the usual stuff… </li></ul><ul><li>Make sure the brief is action focussed and clearly articulates how various elements should work together </li></ul><ul><li>Clearly articulate what the target audience will and won’t respond to </li></ul><ul><li>Clarify what the goals of the campaign are </li></ul><ul><ul><li>A DR approach will be very different from a brand approach </li></ul></ul>Briefing Tips
  66. … and when you review creative…
  67. <ul><li>Make sure everything makes sense in a behaviour path </li></ul><ul><li>Make sure each element of the campaign is in line with the context of the creative in the previous step </li></ul><ul><li>Make sure everything is encouraging and motivating </li></ul><ul><ul><li>Appropriate amounts of copy </li></ul></ul><ul><ul><li>Asking something reasonable </li></ul></ul><ul><li>Ask “does the idea allow a simple communication of the idea as well as a deep exploration of content”. </li></ul>Reviewing creative
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