This document outlines five principles for modern media planning: 1) Consider all communications channels as potential "media channels"; 2) Plan campaigns around audience context and need states, not just demographics; 3) Approach planning with a mindset like a technologist focused on usefulness, entertainment, education and connectivity; 4) Prioritize quick, authentic executions over slow, perfect ones; 5) Be prepared to handle all aspects of a campaign yourself through collaboration. The document provides examples and additional resources for each principle.
Unraveling the Mystery of Roanoke Colony: What Really Happened?
Making yourself useful in a new fashioned industry dw
1. Making yourself useful in a new-fashioned industry
How to integrate channel and creative planning
the opportunities created by working closely together
David Wilding
Head of Planning, PHD
@drwilding
@phd_uk
4. #RBGF
1 A (simple) idea, not an ad
2 Behavioural – action, context, social proof
3 Understood audience psyche
4 Right level of participation
5 Collaboration between brands
6 Integration & momentum
10. 2
plan for context and need states
(we are not the same people all the time)
11. The rise of the need state
https://www.thinkbox.tv/research/screen-lifetv-in-demand-summary/
For more on this
Source: Thinkbox Screenlife
12. Planning for the moment
http://www.slideshare.net/MobileMarke
tingMag/dara-nasr-twitter-mml2013?qid=a368fb24-dd11-477b-b6269d5ec90bcc52&v=qf1&b=&from_searc
h=1
For more on this
Everyday moments, Live Moments, Connected Moments
15. Thinking like technologists
Emily Bell
entertain
“What most brilliant
technologists are actually
motivated by is providing
usefulness, entertainment,
education and social
connectivity to people.”
connect
useful
Ed Cotton
educate
21. Some principles
1. Think of everything as a media channel
2. Plan for context and need states
3. Think like a technologist
4. Quick and authentic > slow and perfect
5. Be prepared to do everything yourself!
22. Making yourself useful in a new-fashioned industry
Thank you
David Wilding
Head of Planning, PHD
@drwilding
@phd_uk
Editor's Notes
Context – a longer version of this deck was created for a presentation at the IPA Strategic Planning Course in Feb 2014.
For a fuller write up of #RBGF see http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/
Everything fed everything else to create a sense of momentum over the week. For a fuller write up of #RBGF see http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/
This quote came from a Coca Cola marketeer in a small seminar room at Cannes last year. He almost tossed it away as an obvious point but it struck me as a brilliant philosophy for thinking about a brand’s communication.Not every brand will necessarily find the owned, earned or shared space particularly fruitful – but it’s a very good place to start!
It’s interesting, often leads to good things and clients generally appreciate it.The body language of a brand communicates as much and increasingly far more as the things it overtly says in its advertising.
Planning is often referred to as ‘the voice of the consumer’ – but all too often overlooks the fact that the voice changes according to context and need state. I have very little time indeed for pen portraits of customers that assume that people feel the same way all the time
Thinkbox have done some brilliant research into need states – identifying the 6 types of ‘need states’ (not audiences or genres) that Television caters for. As a jumping off point for comms planning it’s rich in insight and possibility.
While Twitter talk about ‘planning for the moment’ – everyday moments, love moments and connected moments – and what this heightened sense of context means to user behaviour.
Synsam are the Swedish Specsavers – by thinking about the ‘target context’ instead of the target audience they developed a brilliant idea which saw them ‘sponsor’ replays of incorrect offside decisions in football matches. While in Poland, Mcdonalds used the context of train station waiting times displayed on notice boards in train stations to tell people how many Mcdonalds items they had time to eat before their train left! No attempt to target Big Macs at men and salads at women, just simple, glorious context.
This is a story my old colleague John Willshire used to enjoy telling and eventually immortalised in smileys…The quote belongs to Emily Bell, then a Guardian journalist, who wrote an opinion piece explaining that the motivations of technologists was being misunderstood. Her brilliant quote was picked up by Ed Cotton in the US who suggested that brands should adopt the same way of thinking.John agreed, built on it and got excited about it in his inimitable way and created the smileys as principles to live by…
Ultimately this approach leads to communication that is more shareable, more interesting, stickable, more likely to change behaviour…
While I do believe that some things a brand does has to be perfect I increasingly don’t believe that marketing or advertising should be one of those things.Ad skipping technology is providing a very real technical problem to something that was of course happening anyway – consciously or unconsciously. But the example of the You Tube skippable makes the point very powerfully – we can spend a long time crafting something that’s ‘perfect’ only for it to be skipped over almost immediately. It’s surely better to make something less perfect but more interesting, engaging or distinctive and then adapt to what’s working and what isn’t very quickly.
Perhaps the biggest thing I learned during the making of the Lego Movie ad break was the importance of getting as close as possible to execution - regardless of the type of ‘planning’ you do as this is where the planner’s mindset perhaps adds the maximum value. Russell Davies from Government Data Services said this far more eloquently than me at Google Firestarters only this week when he simply said “strategy is execution”