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Making yourself useful in a new fashioned industry dw
- 1. Making yourself useful in a new-fashioned industry How to integrate channel and creative planning the opportunities created by working closely together David Wilding Head of Planning, PHD @drwilding @phd_uk
- 2. Some principles for modern media planning
- 3. But first… 1 example that encapsulates most of them
- 4. #RBGF 1 A (simple) idea, not an ad 2 Behavioural – action, context, social proof 3 Understood audience psyche 4 Right level of participation 5 Collaboration between brands 6 Integration & momentum
- 5. #RBGF http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/ (for a more detailed write up)
- 6. 5 principles for modern media planning
- 7. 1 think of everything as a ‘media channel’ (and assume that the paid bit is the least interesting part)
- 8. “We want our people to think : owned first, earned second, shared third, paid fourth”
- 9. Take a disproportionate interest in the things we can’t control
- 10. 2 plan for context and need states (we are not the same people all the time)
- 11. The rise of the need state https://www.thinkbox.tv/research/screen-lifetv-in-demand-summary/ For more on this Source: Thinkbox Screenlife
- 12. Planning for the moment http://www.slideshare.net/MobileMarke tingMag/dara-nasr-twitter-mml2013?qid=a368fb24-dd11-477b-b6269d5ec90bcc52&v=qf1&b=&from_searc h=1 For more on this Everyday moments, Live Moments, Connected Moments
- 13. Target context, not target audience
- 14. 3 think like a technologist
- 15. Thinking like technologists Emily Bell entertain “What most brilliant technologists are actually motivated by is providing usefulness, entertainment, education and social connectivity to people.” connect useful Ed Cotton educate
- 17. 4 quick and authentic > slow and perfect
- 18. A brand should do some things perfectly but advertising isn’t necessarily one of them
- 19. 5 collaboration means being prepared to do everything yourself
- 20. Collaborate, cajole, persist, obsess http://www.campaignlive.co.uk/news/1281272/ http://www.youtube.com/watch?v=HSbYBzUEQlc
- 21. Some principles 1. Think of everything as a media channel 2. Plan for context and need states 3. Think like a technologist 4. Quick and authentic > slow and perfect 5. Be prepared to do everything yourself!
- 22. Making yourself useful in a new-fashioned industry Thank you David Wilding Head of Planning, PHD @drwilding @phd_uk
Editor's Notes
- Context – a longer version of this deck was created for a presentation at the IPA Strategic Planning Course in Feb 2014.
- For a fuller write up of #RBGF see http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/
- Everything fed everything else to create a sense of momentum over the week. For a fuller write up of #RBGF see http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/
- This quote came from a Coca Cola marketeer in a small seminar room at Cannes last year. He almost tossed it away as an obvious point but it struck me as a brilliant philosophy for thinking about a brand’s communication.Not every brand will necessarily find the owned, earned or shared space particularly fruitful – but it’s a very good place to start!
- It’s interesting, often leads to good things and clients generally appreciate it.The body language of a brand communicates as much and increasingly far more as the things it overtly says in its advertising.
- Planning is often referred to as ‘the voice of the consumer’ – but all too often overlooks the fact that the voice changes according to context and need state. I have very little time indeed for pen portraits of customers that assume that people feel the same way all the time
- Thinkbox have done some brilliant research into need states – identifying the 6 types of ‘need states’ (not audiences or genres) that Television caters for. As a jumping off point for comms planning it’s rich in insight and possibility.
- While Twitter talk about ‘planning for the moment’ – everyday moments, love moments and connected moments – and what this heightened sense of context means to user behaviour.
- Synsam are the Swedish Specsavers – by thinking about the ‘target context’ instead of the target audience they developed a brilliant idea which saw them ‘sponsor’ replays of incorrect offside decisions in football matches. While in Poland, Mcdonalds used the context of train station waiting times displayed on notice boards in train stations to tell people how many Mcdonalds items they had time to eat before their train left! No attempt to target Big Macs at men and salads at women, just simple, glorious context.
- This is a story my old colleague John Willshire used to enjoy telling and eventually immortalised in smileys…The quote belongs to Emily Bell, then a Guardian journalist, who wrote an opinion piece explaining that the motivations of technologists was being misunderstood. Her brilliant quote was picked up by Ed Cotton in the US who suggested that brands should adopt the same way of thinking.John agreed, built on it and got excited about it in his inimitable way and created the smileys as principles to live by…
- Ultimately this approach leads to communication that is more shareable, more interesting, stickable, more likely to change behaviour…
- While I do believe that some things a brand does has to be perfect I increasingly don’t believe that marketing or advertising should be one of those things.Ad skipping technology is providing a very real technical problem to something that was of course happening anyway – consciously or unconsciously. But the example of the You Tube skippable makes the point very powerfully – we can spend a long time crafting something that’s ‘perfect’ only for it to be skipped over almost immediately. It’s surely better to make something less perfect but more interesting, engaging or distinctive and then adapt to what’s working and what isn’t very quickly.
- Perhaps the biggest thing I learned during the making of the Lego Movie ad break was the importance of getting as close as possible to execution - regardless of the type of ‘planning’ you do as this is where the planner’s mindset perhaps adds the maximum value. Russell Davies from Government Data Services said this far more eloquently than me at Google Firestarters only this week when he simply said “strategy is execution”