Strategic Planning 2012 4As Presentation

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This is my Strategic Planning presentation to the Boston 4As Institute - February, 2012.

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Strategic Planning 2012 4As Presentation

  1. 1. 1
  2. 2. -David Ogilvy 2
  3. 3. 3
  4. 4. The Ad Agencywas founded during a timewhen advertising sold product.When sharing a creative ideawas powerful enough to getpeople to buy.When consumers had limitedmedia choices and wereimpressionable. 4
  5. 5. MARKETERS CONSUMERS 5
  6. 6. MARKETERSCONSUMERS 6
  7. 7. 7
  8. 8. So how did we get here?1. Shifting media use2. Proliferation of choice 8
  9. 9. MEDIA USE SLIDE 9
  10. 10. 10
  11. 11. By 2020 tablets will replace PCs as theprimary source of web use Source: 2020workplace.com 11
  12. 12. In one day an average individual will See 2,904 media messages Pay attention to 52 Read, listen or watch 24 Dislike 14 Positively remember only 4 12
  13. 13. Media is everywhere.And consumers are telling us to piss off. 13
  14. 14. “At this point, choiceno longer liberates,but debilitates. Itmight even be said totyrannize.” 14
  15. 15. Over 70 SKUs ofenergy drinks from a category created just 10 years ago Overwhelming Abundance 15
  16. 16. Our industry has been built on persuasion, but its oftenthe wrong approach to solve business problems 16
  17. 17. We have to completely rethink purchase behavior 17
  18. 18. Brand value has diminishing returns withoutcreativity that creates desire 18
  19. 19. 19
  20. 20. Without creativity, brands become disposable 20
  21. 21. So how does this change thestrategic planning process? 21
  22. 22. We do not just work in advertising. WE HELP SOLVE BUSINESS PROBLEMS. Advertising, alone, doesn’t solve all theproblems clients face. 22
  23. 23. NEW WAY OLD WAY Make the time we Make them spendhave with consumers more time with us more valuable Vs. Message with Message at 23
  24. 24. BEHAVIOR + PERSUASION Message with Message at 24
  25. 25. Make Stuff to BelieveNot Make “Believe” Stuff 25
  26. 26. “Maybe it’s your thingy” 26
  27. 27. “I’d rather have my tubestied than drive a minivan” Over 20 million views 145% jump in sales 27
  28. 28. THINK BEHAVIORnot just get people to think“It’s not what we do, it’s what people do with what we do.”- Gareth Kay, GS&P 28
  29. 29. “Everyone loves me so muchthey want to sing my music” 29
  30. 30. Build a brandbased on IDEALS From Share of Voice To Share of Culture 30
  31. 31. AND QUESTION EVERYTHING…our clientsthe problemthe brief 31
  32. 32. Art actually rocks 32
  33. 33. Remember toMake stuff for Homer 33
  34. 34. So how do we get toideas worth advertising? 34
  35. 35. We need to solve the issues with aclear point of viewWhat is the business problem?What do people currently think about ourbrand?What is our idea?How are our communications going tohelp?Who are we going to have aconversation with?What do we know about them?Where are the best places to have aconversation? 35
  36. 36. Make Little Bets 36
  37. 37. Because one BIG idea fails faster thanmany little ones 37
  38. 38. Don’t bring an axeto a tea party 38
  39. 39. And find theSimple Human Truth.INSIGHT. 39
  40. 40. “Dont bunt. Aim out of the ball park.Aim for the company of immortals.”-David Ogilvy 40
  41. 41. 41
  42. 42. “Strategery” 42
  43. 43. 1.  Identify the ISSUE2.  Find TRUE INSIGHT3.  Craft the BRIEF4.  Architect an IDEA 43
  44. 44. 44
  45. 45. 45
  46. 46. Identify THE ISSUE Not just the symptom 46
  47. 47. A client will approach anagency with a problemthat often is a symptomrather than the issue.Market share declinesSales declinesBrand awarenessEtc. 47
  48. 48. The TRUE ISSUE is deeper than a symptomWho is buying from us? Who isn t? How do people buy us? Are we making it easy for people to find us?Who is are direct and indirect competition? Who is stealing our market share? WhoWhat do our audiences currently think of are we taking from? us? Are we starting a conversation with theWhat s our competition doing? How are right audience? they gaining or losing share? Where is the low hanging fruit? Who areWhat does our brand stand for? Is it our aspirational buyers? known by our audiences or is there a disconnect? What’s broken in the purchase process?What marketing/advertising is working and What and how are the macro-issues what is not? (economy, changes in tastes/needs, trends, etc.) affecting our problem?Are we part of the consideration set? Where do we rank? 48
  49. 49. WHY THE ISSUEMATTERS MOSTIf we don t define theRIGHT issue, we end uptrying to solve thewrong problem 49
  50. 50. Deploy a fresh, overarching brand platform tofuel the next 10 years1. Continuously improve value perceptions and drive loyalty beyondreason2. Insulate JetBlue from the competition3. Attract new travelers and continuously reactivate current customers 50
  51. 51. 51
  52. 52. But we are not a national airline 52
  53. 53. The ISSUES:1.  JetBlue is the favorite airline of the non-traveling public. We needed to attract a more profitable passenger to ensure growth for an airline that is facing far greater competition beyond price & schedules.2.  JetBlue is an airline constrained by its network We must tailor our marketing efforts by region due to flight/schedule differences in each market. 53
  54. 54. Find TRUE INSIGHT1. PROFOUND 2. UNIQUE 3. COMPELLINGHUMAN TRUTH 54
  55. 55. Insights are observationsabout life. They are a little likestolen moments, fleetingforays into real life, revelationsof the way people think orbehave.-Jean Marie Dru, Disruption, TBWA
  56. 56. CULTURE Insight CULTURAL MACRO ANTHROPOLOGY TRENDS SELF ATTITUDES LIFESTYLE VALUES MINDTRIBES SYMBOLS EMOTION COGNITION BEHAVIOR BELIEFS LIFESTAGES SOCIAL DEMOGRAPHICS PSYCHOLOGY 56
  57. 57. + = The sparky 6th creative tensionobservation sense interestingness research intuition 57
  58. 58. There are passengers andthere are driversWithout milk, you’re stuckMasculine Progress 58
  59. 59. 59
  60. 60. 60
  61. 61. 61
  62. 62. 62
  63. 63. Three things drive every airline decision 63
  64. 64. 64
  65. 65. But for the 3-10x traveler, flying gets you nowhere. 65
  66. 66. So many elements of air travel are out of the consumer’s control – especially those that fly less frequently The airlines have the power; they have the control.But control is exactly what the coach passengers wanted. And what they needed. 66
  67. 67. While the industry We are the airline that caters to the stands up for the Business Class Human Class 67
  68. 68. The Human ClassBroaden the appeal of the JetBlue experience by giving more to those that don’t “get” on other airlines. Progressive Self-Reliant Book their own travel Look for a better way 68
  69. 69. For them, JetBlue is different Most legroom Free TV and radio Unlimited snacks and beveragesFirst checked bag is free 69
  70. 70. Our insight and positioning became clear JetBlue makes the world’s best travel experience attainable for all. 70
  71. 71. Craft the BRIEF 71
  72. 72. Almost every agency brief looks the same, but they aren’tbuilt to create ideas beyond ads 72
  73. 73. Source: Gareth Kay, Goodby Silverstein & Partners 73
  74. 74. More verbsLess adjectives & nouns 74
  75. 75. Behavior vs. Persuasion Creative Tension Brand Momentum 75
  76. 76. 76
  77. 77. Driving BeliefBringing humanity back to air travelHow we challenge the normWe take on the category of legacy airlinecomplacency and fight for the passengerHow we motivate our brand championOur people-first travel philosophy built from the flyingexperience we createThe conversation we want to intersectFlying coach doesn’t have to suck, yet that’s justwhat travelers complain the most about 77
  78. 78. 78
  79. 79. Redefine the expectations of air travel not recreate a new definition of oneDisrupt & demonstrate how JetBlue makes the world’s best travel experience Attainable for All 79
  80. 80. Architect the IDEA 80
  81. 81. Brilliant campaignscreate new narratives 81
  82. 82. Interactive ShareableParticipatory Continuous 82
  83. 83. “And… we also make ads” 83
  84. 84. Design an idea for a people first media landscape Blank.com PR Content tile & landing Support YAA launch page leveraging site traffic via press activities, campaign coverage Paid media support Search Video OLA & YouTube CONTENT Optimize search takeover directing to terms/SEM YouTube Channel Social Platforms Content Seeding Facebook landing tab Unbranded content creation Tweet/FB content to brand followers Leverage influential bloggers and social media participants Stimulate social sharing 84
  85. 85. Architect ideas for an evolved communications landscape 85
  86. 86. Attainable for All = 86
  87. 87. 87
  88. 88. 88
  89. 89. 89
  90. 90. 90
  91. 91. The world’s best travel experience, attainable for all. Bringing humanity back to…Insight: Insight: Insight:So many elements of air travel Human Class fliers expect a Getting a good deal on aare out of the consumer’s rewards program that is vacation package doesn’tcontrol, yet control is exactly uniquely different from other guarantee the worry-freewhat they want. And exactly travel rewards programs. vacation you deserve.what JetBlue provides.Positioning: Positioning: Positioning:The world’s best travel The Honest and Equitable A more complete vacationexperience, attainable for all. Rewards Program experience. The Human Class 91
  92. 92. 92
  93. 93. The average American leaves11 vacation days unused.LETS CHANGE THAT. 94
  94. 94. 95
  95. 95. 96
  96. 96. Where is the tension in this narrative? 97
  97. 97. Where does the world need optimism? 98
  98. 98. Who is the most likely to spread it? 99
  99. 99. And who needs it the most? 10 0
  100. 100. Build a hypothesis.Go Listen. Go learn. Go think.And FAIL FASTER. 10 1
  101. 101. Make stuff to believe us 10 2
  102. 102. 1.  Identify the ISSUE2.  Find TRUE INSIGHT3.  Craft the BRIEF4.  Architect an IDEA 10 3
  103. 103. Now go and SOLVE THE ISSUESand get out of advertising Thank You. Steve Chamberlain Group Strategy Director, Mullen schamberlain@mullen.com Twitter: Chamberlain_s 10 4

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