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Creative strategy 8.11.2012

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Creative strategy 8.11.2012

  1. 1. Promotion:Creative strategy SOCIALMARKETINGMIX:STRATEGIES+SOLUTIONS Prof. L. Suzanne Suggs, PhD Marco Bardus, PhD Università della Svizzera italiana Fall 2012, Week 8
  2. 2. Overviewofpresentation Todaywefocuson: Step#7:Promotion –CreativeBrief –CreativeStrategy –Messages 2Lugano, 8/11/2012 Social Marketing, Fall 2012
  3. 3. Lugano, 8/11/2012 Social Marketing, Fall 2012 3
  4. 4. TheFourth“P”:Promotion Promotionsarepersuasivecommunicationsdesignedand deliveredtoinspireyourtargetaudiencetoaction. Whatarethefourmajorcomponents? Messages Messengers Creative strategy Communication channels Lugano, 8/11/2012 6Social Marketing, Fall 2012
  5. 5. Messagestrategies Lugano, 8/11/2012 Social Marketing, Fall 2012 7
  6. 6. Messagestrategy Whatdoyouwantyourtargetaudiencetodo? Whatdoyouwantthemtoknow? Whatdoyouwantthemtobelieve? Describethedifferencebetween“know”and“believe” Lugano, 8/11/2012 8Social Marketing, Fall 2012
  7. 7. BreakingThrough(Parrott,1995) Benovel Useunexpectedcontentorplace Instructtheaudiencetopaymoreattention(e.g.,“now hearthis”) Uselanguagethatconveysimmediacyandpersonal relevance(use“your”,activepresent-tenseverbs;avoid qualifiers) 9Lugano, 8/11/2012 Social Marketing, Fall 2012
  8. 8. HealthCommunicationMessageReviewTool(www.thcu.ca)–(1) Themessagewillgetandmaintaintheattention. Thestrongestpointsaregivenatthebeginningofthemessage. Themessageisclear. Theactionyouareaskingisreasonablyeasy. Themessageusesincentiveseffectively. Goodevidenceforthreatsandbenefits. 10Lugano, 8/11/2012 Social Marketing, Fall 2012
  9. 9. HealthCommunicationMessageReviewTool(www.thcu.ca)(2) Themessengerisseenasacrediblesource. Messagesarebelievable. Themessagesuseanappropriatetone. Themessageusesanappealthatisappropriate (i.e.,rationaloremotional). Themessagewillnotharmorbeoffensivetopeoplewhoseeit (includingavoiding‘victimblaming’). Identityisdisplayedthroughout. 11Lugano, 8/11/2012 Social Marketing, Fall 2012
  10. 10. Messagedesign Messageappeal Rational(factual)vs.Emotional(elicitpositiveornegativefeelingabout behavior) One-sided(praise)vs.two-sided(praise&condemn)? Messageframing Gainvs.Loss? Moral:it’stheright/wrongthingtodo Nonverbal:visualcues Lugano, 8/11/2012 Social Marketing, Fall 2012 12
  11. 11. MessageTheories One-Sidedvs.Two-SidedMessage – Whenisaone-sidedbetter? – Atwo-sided? Researchshowsthat 1) One-sidedworkbestwithalreadyfavorableaudiences 2) One-sidedarebestwithnewinitiatives 3) Two-sidedaremoreeffectivewithbetter-educatedaudiences
  12. 12. Digression:fear appeals Lugano, 8/11/2012 Social Marketing, Fall 2012 16
  13. 13. FearMessages Witte(2001)suggeststhatappropriatefearmessages include: 17Lugano, 8/11/2012 Social Marketing, Fall 2012 A high threat message personal and vivid A high-efficacy message that explains how to implement the recommended response, addresses barriers to the recommended response, gives evidence of the recommended response’s effectiveness, and that may role play (i.e., simulate) the recommended response. +
  14. 14. Messengerstrategies Lugano, 8/11/2012 Social Marketing, Fall 2012 18
  15. 15. Who’sthespokesperson? PartnersandSponsors Spokespersons(e.g.ObamainWorldAIDSday) Midstreamaudiences Mascots Howdoyouchoose? Credibility Expertise Trustworthyness Likability Lugano, 8/11/2012 Social Marketing, Fall 2012 19
  16. 16. Creativestrategies Lugano, 8/11/2012 Social Marketing, Fall 2012 20
  17. 17. Creativestrategytips Lugano, 8/11/2012 Social Marketing, Fall 2012 21
  18. 18. Creativestrategytips(1) K.I.S.S.= KeepItSuperSimple(andClear) Focusonaudiencebenefits Whenusingfear,followupwithsolutions and usecredible sources Tryformessagesthatarevivid, personal and concrete Makemessageseasy to rememberLugano, 8/11/2012 22Social Marketing, Fall 2012
  19. 19. Creativestrategytips(2) Sometimeshavealittle fun Tryfora“big idea” Considera questioninsteadofanag Highlightrelevantsocial norms Lugano, 8/11/2012 23Social Marketing, Fall 2012
  20. 20. Creativebriefs Lugano, 8/11/2012 Social Marketing, Fall 2012 24
  21. 21. WhatisaCreativeBrief? Abridgebetweenresearchandcreative Thefoundationforstrategy A“creativecontract”agreeduponbyallpartnersat theoutsetofthecreativeprocess Lugano, 8/11/2012 Social Marketing, Fall 2012 25
  22. 22. CreativeBriefs Provideafocusedbrief(1to2pages)towritersandgraphic designers,including: • Abriefdescriptionoftheprojectandaudience(keyfactorsandinsights fromtheaudienceanalysis) • Specificobjectivesintermsofwhatyouwanttheaudiencetoknow,think anddoaftertheyreceivethemessage • Mainmessage(s)anddesiredoutcome(s)(whatpeoplewilltakeaway) • Benefitsandothercontentelementstosupportyourmainmessage • Typeofappeal(s):Rational(one-sided,two-sided),emotional(suchas fear,humour,feelinggood),functional,moral,normative,relational • Musthaveanddon’twant • Channelstobeusedandspecifications • Budget • Deadlines 26Lugano, 8/11/2012 Social Marketing, Fall 2012
  23. 23. TheCreativeBrief 1.TargetAudience(s) Whomdoyouwanttoreachwithyour communication? 2.Objective(s) Whatdoyouwantyourtargetaudiencesto do,think,orfeel? 3.Obstacles Whatbeliefs,culturalpractices,pressure, misinformation,etc.standbetweenyour audienceandthedesiredobjective? 4.KeyPromise What’sinitfortheaudience? 5.SupportStatements ReasonstheKeyPromiseistrue 6.Tone Whatfeelingorpersonalityshouldyour communicationhave? 7.Media Whatchannel(s)orformwillthe communicationstake? 8.Openings Whenorwherearetheteachablemoments? 9.CreativeConsiderations Anythingelsethecreativepeopleshould know? Lugano, 8/11/2012 Social Marketing, Fall 2012 27
  24. 24. CreativeBriefExamples Lugano, 8/11/2012 Social Marketing, Fall 2012 28
  25. 25. Lugano, 8/11/2012 Social Marketing, Fall 2012 29
  26. 26. Aproperlydesignedpre-testcanassess whethermaterialsareunderstandable, attention-getting,memorable,andrelevantto targetaudiencemembers. Itcanalsoidentify anysourceofconfusionoroffence. (Siegel&DonerLotenberg,2007) Lugano, 8/11/2012 Social Marketing, Fall 2012 30
  27. 27. Potentialpre-testingtechniques FocusGroups PersonalInterviews ExpertReview Donotoverreacttopre-testresults–useyourjudgment. Soundplanninginpreviousstepsshouldnotcreatetoo manysurprises. Donotforgetthatthefindingshavetobefinallyand thoroughlyrevised! Lugano, 8/11/2012 32Social Marketing, Fall 2012
  28. 28. Pre-testing(cont’d) Thefollowingitemsshouldbeincludedwhenpre-testingmessagesand materials(Siegel&DonerLotenberg,2007): Whatisthemainideaofthe(ad,booklet,etc.)? What,ifanything,wasparticularlyliked? What,ifanything,wasparticularlydisliked? Wasanythingoffensive?(What?Whowoulditoffend?) Wasanythinghardtounderstand?(What?) Wasanythinghardtobelieve?(What?Why?) Whoisthisfor?Whowouldgetthemostoutofit? What,ifanything,shouldbechanged,added,ordeleted? Whyoptionwouldbemostlikelytoinducethedesiredaction? 33Lugano, 8/11/2012 Social Marketing, Fall 2012
  29. 29. Wordsofcautionaboutpre-testing Notaboutwhethertheylikethead Consider testingconceptstatements Testconceptualspotsinlineupbeforefinishedspots Thoroughly briefclientsandcolleagues notfamiliar withtheprocess Lugano, 8/11/2012 34Social Marketing, Fall 2012
  30. 30. Finally,besureto: Detailtheproduct Benefits Features Associatedtangiblegood&services DetailthePrice Whatwillitcost(monetaryandnon-monetary) DetailthePlace Wheredotheyhavetogo? Lugano, 8/11/2012 35Social Marketing, Fall 2012
  31. 31. Remember,themessage: Shouldbewhattheconsumertakesoutofit notwhatyouputinit Shouldbe: Meaningful Believable Distinctive Lugano, 8/11/2012 36Social Marketing, Fall 2012
  32. 32. Classactivity Lugano, 8/11/2012 Social Marketing, Fall 2012 37

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