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
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
These are the different forms of strategic planning that I am going to talk about tonight.
8. WHO DOES
Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
9. WHAT DOES
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
TELL PRODUCT STORIES
I want to talk about how brand planning can tell product stories better.
11. Deliverable: Product Proposition
(Products O er _________ )
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
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
17. WHAT DOES
Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive
Audits, Consumer Profiles
I want to talk about how account planning can help find better insights.
23. WHO DOES
Media Buying and Planning Agencies, Ad Agencies
I want to talk about how media planning can leverage partners better.
26. What’s the di erence between
Media Planning and Connection Planning
Reach & Relevance &
Cost per Cost per
Share of Share of
37. Branding as Matching Luggage
This doesn’t work in Transmedia Planning
Storytelling is incredibly important here
38. WHO DOES
Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
39. WHAT DOES
Alternate Reality Games, Worlds that Brands Create, Remixed Content
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