Strategic Planning In Advertising

Griffin Farley
Griffin FarleyStrategy Director
STRATEGIC
PLANNING
IN ADVERTISING

    By Gri   n Farley for the Tampa Ad2 Club
                  September 2009
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.
First Job in Advertising




It also hit home for me because my first job in advertising was marketing
toys.
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.
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.
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.
Brand Planning
WHO DOES
                       BRAND PLANNING?



Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
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
TOOLS




        TELL PRODUCT STORIES
I want to talk about how brand planning can tell product stories better.
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?
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
Account Planning
WHO DOES
           ACCOUNT PLANNING?



Ad
Agencies
Before Account Planning




                                           Client




                                          Account
                                          Director




                            Creative                  Research




Book: How to Plan Advertising
After Account Planning




                                           Client




                            Account                     Account
                            Director                    Planner




                                           Creative




Book: How to Plan Advertising
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
TOOLS




                                  FINDING INSIGHT
I want to talk about how account planning can help find better insights.
Deliverable: An Insight




                          Where do insights come from?
Deliverable: Big Idea




                   Product/ Service                   Competition




                                       Consumer


        Big Idea



                             Typical Agency Planning Model
Haagen-Dazs
Goodby Silverstein

 Societal Platform
   Political Action
                 PR
              Social




                       http://www.effie.org/winners/showcase/2009/3595
Media Planning
WHO DOES
                         MEDIA PLANNING?



Media Buying and Planning Agencies, Ad Agencies
TOOLS




                LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.
Lexus
    Team One

    Publishing
     Content
Customization




                 http://work.canneslions.com/media/?award=2
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
Connection Planning
WHO DOES
                                      CONNECTION
                                       PLANNING?



Media Buying and Planning Agencies, Ad Agencies
TOOLS




                                    MEDIA CLUTTER
I want to talk about how connections planning helps brands break through the media clutter.
go where people are, not where media is found




Copy: “Hey, city that never sleeps. Wake up.”
Product: Folgers
go where people are, not where media is found




Copy: “Keep Playing”
Product: A Venice Italy Casino
know the time and place of your message




Copy: “To all those who use our competitors’ products: Happy Father’s Day.”
Product: Durex condoms
media that makes people participate




Message: Make trash a sport
Product: Nike
http://www.youtube.com/watch?v=oLZPIqwMmvk
Oasis Dig Out Your Soul
            BBH NYC

User Generated Content

         Reinventing an
          album launch




                          http://www.youtube.com/watch?v=Qo_Bex8zmuQ
Transmedia Planning
Branding as Matching Luggage




This doesn’t work in Transmedia Planning
 Storytelling is incredibly important here
WHO DOES
                                       TRANSMEDIA
                                        PLANNING?



Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
WHAT DOES
                                            TRANSMEDIA
                                             PLANNING
                                             PRODUCE?


Alternate Reality Games, Worlds that Brands Create, Remixed Content
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.
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
http://www.youtube.com/watch?v=9u-TWKHS6Gg




                                        Dark Knight - Why So Serious
                                                    42 Entertainment

                                              Community Experience
                                                             ARG
Propagation Planning
WHO DOES
                                   PROPAGATION
                                    PLANNING?



Social Media Firms, Communication Planning Firms, Ad Agencies
WHAT DOES
                                    PROPAGATION
                                      PLANNING
                                     PRODUCE?


Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
TOOLS




SHARE AND INFLUENCE
OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF
                      TURNING THE FUNNEL ON ITS SIDE




BBDO Sydney
SO HOW DO YOU PLAN WITH BOTH
OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
EXPAND YOUR DEFINITION OF MEDIA




Group M, 2008 Account Planning Conference in Miami
BRING NEW THINKING TO COMMUNICATION PLANNING




                 PROPAGATION PLANNING
  Plan not for the people you reach, but the people that they reach
The Great Schlep
               Droga 5

       Branded Content
             PR as reach
 342 million impressions
Social media distribution




                            http://www.youtube.com/watch?v=-c3ImbC2BBk
Plan not for the people you reach,
    but the people they reach




Grandchildren of Jewish Florida Voters




        Jewish Florida Voters




                  52
WANT MORE?
GRIFFIN FARLEY - Sr. Brand Planner
          GRIFFIN.FARLEY@22SQUARED.COM
          WWW.PROPAGATIONPLANNING.COM




CONTACT
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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.
  • 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
  • 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
  • 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
  • 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
  • 35. Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch http://www.youtube.com/watch?v=Qo_Bex8zmuQ
  • 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
  • 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
  • 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
  • 54. GRIFFIN FARLEY - Sr. Brand Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM CONTACT

Editor's Notes

  1. 1) This weekend I watched big with my family 2) 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. 3) The best planners are able to think about their consumers like that
  2. 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.
  3. Research and Brand Managers in Marketing Departments Brand Consulting Firms Ad Agencies
  4. 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
  5. What is the core emotional meaning of this product and what does it offer people?
  6. (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
  7. Ad Agencies
  8. Creative Briefs Key Strategic Ideas Business Building Tactics Ongoing Awareness Tracking Studies Surveys Discussion Guides for Focus Groups Communication Plans Competitive Audits Consumer Profiles
  9. Media Buying and Planning Agencies Ad Agencies
  10. Media Buying and Planning Agencies Ad Agencies
  11. Communication Planning Firms ARG Firms Film Production Houses Ad Agencies
  12. Alternate Reality Games Worlds that Brands Create Remixed Content
  13. Social Media Firms Communication Planning Firms Ad Agencies
  14. Social Media Influencer Identification Communication Plans Organized Social Media Campaign Launch Strategies