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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.
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.
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.
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.
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
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
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
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
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
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.
Research and Brand Managers in Marketing Departments Brand Consulting Firms Ad Agencies
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
What is the core emotional meaning of this product and what does it offer people?
(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
Ad Agencies
Creative Briefs Key Strategic Ideas Business Building Tactics Ongoing Awareness Tracking Studies Surveys Discussion Guides for Focus Groups Communication Plans Competitive Audits Consumer Profiles
Media Buying and Planning Agencies Ad Agencies
Media Buying and Planning Agencies Ad Agencies
Communication Planning Firms ARG Firms Film Production Houses Ad Agencies
Alternate Reality Games Worlds that Brands Create Remixed Content
Social Media Firms Communication Planning Firms Ad Agencies
Social Media Influencer Identification Communication Plans Organized Social Media Campaign Launch Strategies