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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