Презентація з базового тренінгу по Комунікаційним стратегіям від Strategy & Creative Director агенції DIEVO Андрія Чуйка.

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ADVERTISING STRATEGY

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CREATIVE WITHOUT
STRATEGY IS CALLED ART
CREATIVE WITH STRATEGY IS
CALLED ADVERTISING
JEF I. RICHARDS

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STRATEGY – the action plan to
achieve the goals
simple definition

5. key approach
5
DIVERSIFY OR DIE

6. levels of strategy
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Business
Marketing
Communications
MEDIA
DIGITALTV …
Who we are and how we get our money?
What and how we sell on the market?
Where we communicate with TA?
What’s formats? Time? Instruments? Frequency?
Why, What, How and With Whom we communicate?
COMPANY BRAND PRODUCT

7. structure of communication strategy
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oGOAL
oCATEGORY
oCOMPETITION
oPOSITIONING
oCONSUMER
oCHALLENGE
oIDEA

8. define communication goal
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o based on marketing and business goals
o SMART approach – specific (single), measurable, achievable, relevant, time based
o can be reviewed after completing the challenge

9. define category
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o what category are we in?
o what’s our position on the category?
o where is the category heading to?
o are here the opportunities for our growth?

10. define competition
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o who are our main competitors?
o analysis of their marketing and communication activity for last two years
• overview communication strategies
• Google search and trends
• websites overview
• analysis of social media
• analysis of media investment

11. company-brand-product positioning
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o KEY VALUES – vision, mission, core principle (I think that…)
o field of competence
o point of difference – USP
o human being portrait

12. define the consumer
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o who are the people whose behavior we need to change?
o demographics
o psychographics
o principles of segmentation
o influencing and being influenced
o conversations occurring in the social media space
o relevant social trends
o social conflicts
o current customer journey and specifics of category behavior
o powerful insight

13. form the challenge
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o based on previous stage
o deep analysis of current problem
o strong belief that after it be done it truly can change the situation
o sounds like a bold task
o inspire the team

14. idea
• strategic decision – main approach to our communication
• communication platform – semantic core of meanings and concepts
• BIG IDEA (сreative concept)
• KEY MESSAGE (tagline)
• KEY VISUAL (visual concept, brand identity)
• tone of voice
• formats of creative materials
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15. SOME RULES OF
COMMUNICATIONS
15

16. formula of effectiveness
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REACH FREQUENCY USP EMOTION
STRATEGY = IDEA

17. gold rule
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ПОТРЕБИТЕЛЬ СЛЫШИТ ТО, ЧТО
ЕМУ ГОВОРЯТ
И НЕ СЛЫШЫТ, ТО ЧТО ЕМУ НЕ
ГОВОРЯТ

18. universal ad checklist
18
привлекает
внимание,
заметно
Доносит сообщение
просто и понятно
Подходит нашему бренду, но
не подходит конкуренту
Учитывает
особенности
категории
Органичное
присутствие продукта и
бренда
Целостная стилистика Меняет сознание и
поведение потребителя
Нравится
потребителю
☑︎ ☑︎ ☑︎ ☑︎
☑︎ ☑︎ ☑︎ ☑︎

19. 19 Druzhby Narodiv Ave, 3rd floor
Kyiv, 01103, Ukraine
t: +380 44 496 07 61
e: ask@dievo.agency
www.dievo.agency