The document discusses strategies for developing an effective single minded proposition (SMP) for marketing campaigns. An SMP aims to persuade the target audience of one key idea. It involves understanding the audience and crafting a proposition that marries what the audience wants with what the content offers. Having a clear SMP helps ensure the campaign message is consistent and approved. Examples provided demonstrate how SMPs were developed for various TV channels and brands based on audience insights and content.

1. Single Minded Proposition The one single thing you want to persuade your target audience of.

2. Achieving a single minded proposition Audience insight “ Who are we trying to influence with this trail?” Support “ Background/Insight to our show?” Fitting the bits together

3. Audience Insight A (fundamental) truth about human emotions and behaviour, which can be leveraged to build a brand/drive preference for a TV programme

4. Arriving at a proposition Audience insight Content offer Proposition A marrying of what the audience wants and what the content delivers

5. Red Bee Trail Brief Format What is the channel's brand proposition? How does this affect the channel's approach to trails? (The style of the trail should demonstrate the brand proposition) Who are we trying to influence with this trail? (Brief description that brings the target audience to life and gets you under their skins) Background to the programme(s) + our insight about the show (A short summary of the programme(s) and the one thing that will get our target to watch) Single minded proposition (The one single thing that you want to persuade your target audience of) Mandatory inclusions/exclusions

6. BBC Radio 3 – Brand Insight Audience Insight Brand Insight Whether it’s foreign food or intrepid holiday destinations, they’re adventurous in their choices. They want to be rewarded for having curiosity and an open mind A breadth of content that expands people’s understanding of the music and arts. Always taking them further, however much they want to know Throwing open new worlds of music and the arts

7. BBC World News Audience insight Content offering Proposition A constant drive and passion to seek out all the angles on a story to deliver journalistic excellence and balance Internationalists - A constant drive and passion to gather information in order to build a point of view on the world Driven by your quest for knowing

8. Formula 1 Audience insight Content offering Proposition BBC Sport coverage takes you closer to the driver experience than ever before – You feel part of the racer experience Audiences feel distant to the Formula 1 races and the season as a whole Immerse yourself in the F1 experience

10. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different Audience insight Content offer Guinness

11. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different The United Nations of Drink Audience insight Content offer Guinness

12. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different Craic Fuel Audience insight Content offer Guinness

13. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different The Ultimate Experiences are worth waiting for Audience insight Content offer Choose the most relevant, differentiating and true . “ The truth told in a surprising way.”

14. The Ultimate Experiences are worth waiting for “ Good things come to those that wait”

15. Benefits of a single minded proposition Put SMP on your brief and you agree the message you are bringing to life at the start of process manages people’s expectations of the work Can evaluate the work against the agreed SMP It’s a logical rationale which can be approved/agreed with senior management which means when the ad is done: It is more likely to be approved Saves energy, time, frustration and money!

16. UktvG2 rebrand The channel brand was invisible, The name was meaningless, but… The content was great Therefore, the task was Clarify the brand, based on the content and audience Create visibility for the brand with a new, stand-alone name and full-OSP

17. Proposition Men who enjoy intelligent, smart humour. Our audience have partners so they can’t go down the pub and get this from their mates as often as they’d like It contains shows and formats that are full of intelligent, irreverent people chatting and being funny The Home of Witty Banter Audience insight Content offering

18. 3 Options Safer Ambitious Issues! Generated a range of names ‘ Buzz’ Words Initial response good Short and snappy easy to pick out – ‘feel’ right A couple of these words came back strongly for forum Not too adventurous Seemed to lose popularity during groups 1 2 ‘ Signpost’ Words Clarity - ronseal effect Distinguish from Gold Good for Freeview audience Encourage stopping on EPG Universally positive Could be restrictive for new content (depending on name) Unadventurous 3 ‘ Clever’ Words Took a while to warm to these words Took a person to get behind it and ‘sell’ it to others Those that were convinced, were passionately convinced. Not everyone convinced Potentially polarising Reliant on strong marketing

22. Idents vodcast website Programming commission menus Advertising

23. Spontaneous awareness increased ahead of ITV2, E4 and Sky One Sky homes achieved a 71% uplift 29th channel to 10th – including terrestrials Return of £3 for every £1 spent Results

24. Conceptual Male Channel ID idea

25. Conceptual Male Channel ID idea

26. Conceptual Male Channel ID idea

27. Viasat 4 IDs– Norwegian Male Channel Skydiver Fisherman Sprinter Statue SMP (the one thing they wanted to convince viewers about) Norwegian Surprising Fun and relaxed Brand values; challenger, adventurous, fun

28. Diema – Bulgarian Male Channel

29. Male Channel Trailers from Viasat How can we stay “surprising” and avoid being predictable? Milf 1 & Milf 2 , Halloween 1 , Halloween 2 How can we promote really old and bad films without damaging our brands? Godzilla Barbra Straisand Themes Playboy Night , Four Eyes , Horror , Saggy Nuts , Dexter Xmas , Van Damme Bday , Fast Mouths . Using music Vampire Diaries