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Strategic Planning In Advertising

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Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.

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Strategic Planning In Advertising

  1. STRATEGIC PLANNING IN ADVERTISING By Gri n Farley for the Tampa Ad2 Club September 2009
  2. This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
  3. First Job in Advertising It also hit home for me because my first job in advertising was marketing toys.
  4. year year year year year year 1 2 3-4 5-6 7 8-10 Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
  5. My Goal Tonight I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
  6. Brand Planning Account Planning Media Planning Connection Planning Propagation Planning Transmedia Planning These are the different forms of strategic planning that I am going to talk about tonight.
  7. Brand Planning
  8. WHO DOES BRAND PLANNING? Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
  9. WHAT DOES BRAND PLANNING PRODUCE? Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product Development Ideas, Retail Store Environment Themes, Naming Results
  10. TOOLS TELL PRODUCT STORIES I want to talk about how brand planning can tell product stories better.
  11. Deliverable: Product Proposition (Products O er _________ ) Oneness Brotherhood Beauty Wonder Truth Accomplishment Security Freedom Justice Love Duty Wisdom Book: The Experience Economy, developing meaningful consumer experiences What is the core emotional meaning of this product and what does it offer people?
  12. Deliverable: Brand Positioning Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book (Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester) Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation - Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
  13. Account Planning
  14. WHO DOES ACCOUNT PLANNING? Ad Agencies
  15. Before Account Planning Client Account Director Creative Research Book: How to Plan Advertising
  16. After Account Planning Client Account Account Director Planner Creative Book: How to Plan Advertising
  17. WHAT DOES ACCOUNT PLANNING PRODUCE? Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive Audits, Consumer Profiles
  18. TOOLS FINDING INSIGHT I want to talk about how account planning can help find better insights.
  19. Deliverable: An Insight Where do insights come from?
  20. Deliverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model
  21. Haagen-Dazs Goodby Silverstein Societal Platform Political Action PR Social http://www.effie.org/winners/showcase/2009/3595
  22. Media Planning
  23. WHO DOES MEDIA PLANNING? Media Buying and Planning Agencies, Ad Agencies
  24. TOOLS LEVERAGE PARTNERS I want to talk about how media planning can leverage partners better.
  25. Lexus Team One Publishing Content Customization http://work.canneslions.com/media/?award=2
  26. What’s the di erence between Media Planning and Connection Planning Engagement Media Plans Plans Reach & Relevance & Frequency Context Cost per Cost per Thousand Advocate (CPM) (CPA) Share of Share of Voice Culture
  27. Connection Planning
  28. WHO DOES CONNECTION PLANNING? Media Buying and Planning Agencies, Ad Agencies
  29. TOOLS MEDIA CLUTTER I want to talk about how connections planning helps brands break through the media clutter.
  30. go where people are, not where media is found Copy: “Hey, city that never sleeps. Wake up.” Product: Folgers
  31. go where people are, not where media is found Copy: “Keep Playing” Product: A Venice Italy Casino
  32. know the time and place of your message Copy: “To all those who use our competitors’ products: Happy Father’s Day.” Product: Durex condoms
  33. media that makes people participate Message: Make trash a sport Product: Nike
  34. http://www.youtube.com/watch?v=oLZPIqwMmvk
  35. Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch http://www.youtube.com/watch?v=Qo_Bex8zmuQ
  36. Transmedia Planning
  37. Branding as Matching Luggage This doesn’t work in Transmedia Planning Storytelling is incredibly important here
  38. WHO DOES TRANSMEDIA PLANNING? Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
  39. WHAT DOES TRANSMEDIA PLANNING PRODUCE? Alternate Reality Games, Worlds that Brands Create, Remixed Content
  40. TOOLS COMBINE AND REMIX I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
  41. TRUE BLOOD LAUNCH CASE STUDY 1 2 3 4 5 CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
  42. http://www.youtube.com/watch?v=9u-TWKHS6Gg Dark Knight - Why So Serious 42 Entertainment Community Experience ARG
  43. Propagation Planning
  44. WHO DOES PROPAGATION PLANNING? Social Media Firms, Communication Planning Firms, Ad Agencies
  45. WHAT DOES PROPAGATION PLANNING PRODUCE? Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
  46. TOOLS SHARE AND INFLUENCE
  47. OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE BBDO Sydney
  48. SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
  49. EXPAND YOUR DEFINITION OF MEDIA Group M, 2008 Account Planning Conference in Miami
  50. BRING NEW THINKING TO COMMUNICATION PLANNING PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach
  51. The Great Schlep Droga 5 Branded Content PR as reach 342 million impressions Social media distribution http://www.youtube.com/watch?v=-c3ImbC2BBk
  52. Plan not for the people you reach, but the people they reach Grandchildren of Jewish Florida Voters Jewish Florida Voters 52
  53. WANT MORE?
  54. GRIFFIN FARLEY - Sr. Brand Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM CONTACT

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