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Brand Experience Planning

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Brand Experience Planning

  1. 1. B R A N D E X P E R I E N C E P L A N N I N G T H E PAT H TO B E T T E R C O N N E C T I O N S
  2. 2. The whole is greater than the sum of the parts. - Aristotle + + + + + + + + + +
  3. 3. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  4. 4. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  5. 5. Why create a Brand Experience Plan? Modern communications should focus less on what the consumer should buy, and more on what they should buy into.
  6. 6. What’s the value to your clients? Make every touchpoint more valuable. Utilize every marketing dollar for maximum impact. Provide a company-wide communications blueprint. Understand the evolution of your brand. Increase your ROI at every brand interaction.
  7. 7. Develop and deliver the right content in the right context at the right time in the right sequence
  8. 8. Context Matters Message and media must happily marry to breed better experiences
  9. 9. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  10. 10. Brand Experience Plan Input and Output Experience Planning Brand Behavior Interactive Landscape Consumer Forensics Success Metrics Strategic Opportunities Brand Planning Choke Points & Barriers Creative Focus & Deliverables
  11. 11. The Ask What environments or programs can Mentos uniquely own to build awareness in gum?
  12. 12. The Challenge Identify the right context that Mentos can uniquely own to build awareness in gum Consumer Interests Brand Equity Product Attributes Ownable Context
  13. 13. Consumer Interests Brand Equity Product Attributes
  14. 14. Fresh Matters Most Competing brands are focused on other functional benefits, but people still just want fresh breath 43% 13% Importance of Gum/Mints Benefits Fresh Breath Healthy Mouth Source: Mintel International Group, 3/15/10
  15. 15. Consumer Interests Product Attributes Brand Equity
  16. 16. Fresh Health “Protection” AttitudeAttribute Innocent Innuendo Clean, Not dirty Re-establishYour Position of Fresh in the Gum Category Redefine Fresh in the brand’s attitude and persona Ridiculously Long Lasting StimulateYour Senses Extra Long Time
  17. 17. Fresh is the brand’s equity and the product attribute
  18. 18. A B Fresh thinking that solves life’s small problems The bite-sized catalyst for a fresh take on the world
  19. 19. Brand Equity Product Attributes Consumer Interests
  20. 20. Philosophy: Don’t let life happen to you Highly ambitious Heavy socializers Believe they have more ability than most Socially responsible Social Strivers DNA Profile Source: MRI Doublebase 2010
  21. 21. 50% M/F 57% 18-34Years (Millennials & GenXers) 48% Single 66% Caucasian 19% African American 18% Hispanic Social Strivers Demographics Source: MRI Doublebase 2010
  22. 22. Social Strivers Attitudes + Values Great Self-Expectations “I strive to achieve high social status.” 163 “My goal is to make it to the top of my profession.” 162 “Preserving the environment is very important to me.” 123 Own the Leading Role “I enjoy being the center of attention.” 179 “I must admit that I like to show off.” 175 Couture with a Conscience “I’m influenced by what’s hot and what’s not.” 154 “I consider my fashion style to be trendy.” 147 “I mix and match high- and low-end designers when putting an outfit together.” 139 Radiate Confidence “I dress more fashionably than most people.” 188 “I consider myself sophisticated.” 146 “I feel I am more environmentally conscious than most.” 128 Love to Make a Splash “I like to live a lifestyle that impresses others.” 181 “I wear designer brands partially to impress people.” 153 “I enjoy showing off my home to guests.” 132 Refuse the Mundane “I’m always looking for a new thrill.” 184 “I like a lot of excitement in my life.” 161 “I like outrageous people and things.” 153 Source: MRI Doublebase 2010
  23. 23. Social Strivers Media Profile TV @ Home @ Work Magazine Newspaper Radio Outdoor 0 1 2 3 4 5 119 109 121 145 134 122 112 NOTE: Numbers in bar graph are indices vs. base. TV Meet the Press (147) The Colbert Report (186) The Soup (238) Family Guy (195) ESPN SportsCenter (188) NBA Regular Season Games (171) NFL Sunday Night Football (132) Radio Formats Alternative (151) Rock (170) Urban (192) Magazines Rolling Stone (184) Cosmopolitan (217) People (138) Relish (146) ESPN (208) Car and Driver (145) Discover (135) Entertainment Weekly (151) Food & Wine (146) Newspaper Sections Lifestyle (135) Entertainment (123) Sports (135) Comics (121) Source: MRI Doublebase 2010 MEDIA QUINTILES (low to high)
  24. 24. Consumer Interests Brand Equity Product AttributesOwnable Context
  25. 25. Brand Behavior Own environments that give a fresh outlook on the world
  26. 26. Environment 1 Comedy with a Fresh Outlook Segment ownership on the Daily Show or Colbert – make them turn a funny/negative situation into a positive one Own trending videos on buzzfeed Work withTosh.0 to create segment in his show featuring most upbeatYouTube videos of the day
  27. 27. Environment 2 Fresh Beats in Music Create a presence at music festivals across the country – stream concerts live to those who can’t attend Sponsor the tour of a musician or band that has either a positive message in their music or is a fresh, emerging artist
  28. 28. Environment 3 Fresh Faces in Fashion Collaborate with up-and-comingYouTube Fashion sensations to share fashion advice and positive critique (Anna Saccone – “The Style Diet”)
  29. 29. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  30. 30. Consumer Experience Path RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING
  31. 31. RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Audience Size Audience Involvement Why is Understanding the Path Important?
  32. 32. Defining the Brand in the Marketplace BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING
  33. 33. Source: Simmons Spring 2009 NCS Adult Full Year Study Eating Machines Life inTransition 18-34, full-time student/newly employed Never married Likely to rent a house or own a condominium Has experienced major life milestones in the past 12 months and is likely to undergo more changes in the next 12 months
  34. 34. Brand Experience Plan BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path WHAT DO THESE PEOPLE NEED/WANT? “I really don’t think about where my next meal is coming from until I’m hungry.” “It has to be super easy to find information and and I want offers relevant to me.” “I order when I’m hungry and I really don’t think about it sooner than then.” “Anticipation kills me. I often call to check on an order if it’s taking too long.” “I like getting a good deal without having to ask for it.” “I always feel the need to flavor up my food.” “I only share my experiences with friends when they are either really bad or good.” “I like to associate with brands that make me seem with it.”
  35. 35. Brand Experience Plan BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path WHAT DO THESE PEOPLE NEED/WANT? HOW DO THEY FEEL ABOUT THIS EXPERIENCE TODAY? / “I really don’t think about where my next meal is coming from until I’m hungry.” “It has to be super easy to find information and and I want offers relevant to me.” “I order when I’m hungry and I really don’t think about it sooner than then.” “Anticipation kills me. I often call to check on an order if it’s taking too long.” “I like getting a good deal without having to ask for it.” “I always feel the need to flavor up my food.” “I only share my experiences with friends when they are either really bad or good.” “I like to associate with brands that make me seem with it.”
  36. 36. Brand Experience Plan WHAT SHOULD WE CONSIDER TO FULFILL THESE NEEDS? RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path How can Pizza Hut permeate guy culture so that they are top of mind? How can we be at their fingertips when they want to order? How can we tailor offers to matter more? How do we have preset ordering in place for different occasions? How can we turn waiting into a fun time with the family? How do we show our appreciation in ways that really matter to them? How do we find ways to recognize those little favorite moments or make them favorite experiences? How do we surprise them with resolution to a complaint and show appreciation for a compliment? How do we prove that we are a brand worth their love? WHAT WAYS CAN WE MAKE THIS COME ALIVE? Radio (Terrestrial, Digital) Mobile OOH / Guerilla Tactics Search / PH.com / Banner Ads Hut TV Social Media Online Games In-Restaurant Posters / Clings TV Ads Coupons Love Bombs Message On Hold Call Center Email Response / CRM Special Offers Artifacts Love Bombs Boxes / Receipts Uniforms / Delivery Car Decals
  37. 37. It’s a CreativeTool and an Organizing Principle
  38. 38. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  39. 39. New ways to capture learning for proving a path
  40. 40. Recap We have an opportunity to articulate what the experience looks like today and what we think the ideal experience should be It’s not a deliverable but a way of working It’s not a media check list but an ideation stimulant Our actions and opportunities across the BEP should be viewed through the lens of the brand/creative idea.

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