Drive Demand and Inspire Desire With Insights-Ideas-Results Approach
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This document discusses the need for media agencies to shift from a focus on media performance and reach to driving demand and business results. It notes that consumer behavior has changed, with more engagement opportunities but people also get bored more easily. The implications are that simply having media presence is not enough and the new key performance indicators should be about driving demand. It advocates taking a broader perspective beyond just media metrics to also consider business performance, brand performance, and price performance. The right approach involves asking the right questions of clients, developing insights about challenges, inspiring desire through ideas, and effective media execution.
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Drive Demand and Inspire Desire With Insights-Ideas-Results Approach
- 1. Planning is for planners, we are media agency! Ksenija Latković Kozarac, OMD Croatia November, 2013
- 2. “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, retired Chief of Staff, U. S. Army
- 3. Why do we need to change our approach? Channels and opportunities have multiplied Wide range of activation opportunities exploded Scale of interaction and connectivity multiplied Consumers more engaged, but easily bored
- 4. What are the implications? We already know that simply being there is just not enough... Desire creates demand
- 5. New KPI = drive demand We need to talk more in „business performance” language... ...rather than „media performance” language that we know so well.. REVENUE/SALES not GRPs
- 6. Broader perspective is a must! Top management Business performance (Sales, ROI, Margin, Profit) Brand mngm. Brand performance (Conversions, Image, Loyalty) Procurement Price performance (CPP, CPC, Inflation/Deflation) Media experts Media performance (GRPs/TRPs/Affinity..) DEMAND
- 7. The right „set-up” is a key Right questions to unlock the potential Insights to meet challenges Communication idea to inspire desire Media execution to deliver demand
- 8. #1 The right questions ..that clients are facing every day... Am I pushing the right button?
- 9. Client’s cooperation is crucial Sales data Brand tracking measures Distribution data Consumer database Consumer satisfaction surveys Provides solid base to detect the potential and link actual results (brand/sales) to media activity patterns
- 10. #2 Insights to meet challenges ..and ensure strong starting point for our solutions... Unlock a challenge and give focus!
- 11. Classic competitive reports/data Media landscapes Weekly weights charts AdEx trends... STILL IMPORTANT...but...
- 12. Media trends just won't do.. Current/Potential Buyers Category drivers Consumer keys Drivers Barriers Need state
- 13. #3 Communication idea ..needs to ensure we engage with our consumer, not just reach him.. Inspire desire and respond to „ON-DEMAND” state of mind
- 15. New „Rules of engagement” are in place DON’T IMPOSE “Authenticity & credibility” TARGET FANS NOT JUST ANOTHER „TG GROUP” DRIVE INOVATION IN ALL ASPECTS BECOME A PART OF THE „SOCIAL FABRIC” http://www.baekdal.com/think/kevin-spacey-and-the-shift/
- 16. #4 Media Execution Planning right communication channels to ensure efficiency and more importantly relevance is something that comes naturally at the end of the process!
- 17. So we have developed a global OS.. : ...that lies on „Insights-Ideas-Result” approach, but takes us a step further.. • Leads you to identify opportunities that grow demand INSIGHTS • Drives you to organize ideas that will be implemented and refined IDEAS • Formalize KPIs that justify the reason we were given budget in the first place! RESULTS
- 18. And it’s here to demonstrate: How we leverage our expertize, size and scale to deliver: Smarter demand driving insights More desire inspiring communication ideas Strong and sustainable business performance results for our clients!
Editor's Notes
- As this year’s SEMPL headline is „lead or let die” , today I will be talking shortly about „need to change” the way we approach to media/strategic planning in order to respond to our client’s needs and demonstrate that we are just not planers and buyers, but that we are truly understanding our role and are committed to help them grow their business.
- I will not talk about new emerging media, as opportunities that are recognized as new but already existing (or potential) communication channels are arising on daily basis..But one thing is for sure.. if we will not challenge and change our approach in responding to this new challenges and at the same time opportunities we will (as partners) become irrelevant and therefore dispensable.
- ..because the channels & platforms that have multiplied..And we have a 24/7 consumer that is also at the same time a great opportunity but also a challenge...And the hard task is to „grab his attention” within all this „message clutter”..
- Directly linked to that, the word we hear very often (or read about) is engagement... But as we can say „easier said than done”..although consumers are more open and willing to interact (if you push the right button), they are also very easily bored... So when deciding on choosing one product over the other, it is the story behind the brand that’s going to make the difference and how successfully we tell the story and make it relevant, that much it will have impact on desire..The truth is that once we have sparked the DESIRE, DEMAND is to follow.. There are a few global brands that we can say have definitely told the story right, and what’s more important they are still telling it and building upon it..Red Bull, for instance or Apple.. Creating desire for the brand that is truly amazing..
- And if yet again (as we people from media often do) put it down to numbers and hard facts.. it means that at the very begging of planning process we need to think about the new KPI that is in place, and that’s „DRIVE DEMAND”. For that as a first step we need to talk more in „business/our client’s” language, rather than media language that we all know so well. Trough that we are putting the focus right from the start where it’s suppose to be, on actual performance and tangible results..So, weekly weights or affinity are still important yes, but we have to put them in the right (broader) context and on the right scale.
- ..we need to understand (or better said remind ourselves) that whatever we do in media, has to have clear goal „business-wise” and that the job of marketing is to grow the top line not the bottom line.. That would imply justification and very clear KPI setting starting from business (as ultimate/main goal), down to media (as a tool on how to get there). I’m sure most of us can agree that looking from „traditional” media agency perspective it was very often the other way aroundand that „business perspective” was perceived as something we need to keep in mind but do not have to deliver upon.Obviously as there are so many parameters that are determining final result, we are not saying that „if we execute excellent campaign, the results are guaranteed” as it depends on the actual product, the offer, communication, distribution.. but taking all this into account in start, when thinking about media, is already a very good indicator that we understand the business and that we are talking in the same language – how to turn cheaper spending into investment that will drive revenue growth...as for any professional service business, we are as important as the problem we manage to solve for our clients!
- To do so, we need to have the right „set-up”! Starting from the right questions & insights that will unlock the potential..Unique, simple and yet powerful communication idea that will bring this potential to life and inspire desireand in the end media execution that will help us to communicate and engage with our consumer and deliver demand
- When thinking about right questions, a good start is to start with those that our clients are facing every day..
- On many of this questions that will help us get to right potential and „salving the problem” client’s cooperation and relationship is a must..All of this and whatever else there is available will help us in detecting where „loop holes” are and equally important detect the link between actual results and media activity patterns
- As for every project, insights that we get and manage to collect are extremely important, but it’s important to say here, that when we are talking about insights we need to make sure that they are...
- Linked to insights I’m sure you would agree that this picture, or if I can even say „life” belongs to past. Actual newspapers on the desk, typewriter...cup of coffee on your desk..Current consumer (and us) would probably more likely connect with this image, and that is exactly we need to bear this in mind all the time. Therefore.. Classic competitive reports/data, Media landscapes..etc. are insights that we can say are belonging to the „media planning and thinking of the past”.Are they still important?? Of course, but that is something like „English” nowadays, nobody on business interviews asks you anymore are you speaking English, it’s something that goes without saying. So what we need to look into above this is and „dig a little bit deeper”.
- Who is our current and potential buyer?What drives the category, what drives demand?What are consumers motivations and barriers?What are the social, cultural trends that are influencing desire? What is the „need state”..?
- And when we have a clear picture on all of that:How to unclock the potentialWhat are the opportunitiesWhat are the key drivers....then we need to create a „big idea” a communication platform that will ensure we engage with our consumer and not just reach him..Often it wiill be able to fit on ONE SLIDE..as it has to be clear and actionable and very much clear in focus on where we want to get with it”
- That does not mean that we should have one idea, and close with that. But each of them needs to „tick the box” next to each of the earlier mentioned questions..And the way you present it (or sell it) of course makes a huge difference.. because in a world of media complexity and brand message clutter, success of our performance will be determined by the quality of the ideas shaping how consumers experience these brand stories above everything else..And the key is to find a way to organize all this ideas?And as for any organizing taks, you have to have key rules..
- This gives me a good introduction to what are clear „Dos” and „Don’t-s” as the new rules of engagement (as my colleague in research called it) , are in place..They imply that we need to change our point of view...we need to become a brand story teller, we need to focus on innovation, content that we create (not just placing the message) that will lead to engagement..Closely linked to all of this, there is a great speech, given by Kevin Spacey in August this year, that refers to „the shift” and audience demands and challenges traditional approach of TV channels saying that „Let them decide what to see, when to see it, how to see it, why they want to see it..”
- I will not talk long on this slide, as media execution is something that comes naturally at the end of the process, and the post buy results (apart from RCH, GRPs, Impressions..) need to demonstrate a credible link between our media performance – brand performance and how all this helped drive business performance!