Transcript
CBM - Client Management
•In a layman’s language, it’s a MOU between the client and the agency.
•A document that covers you and proves the legitimacy of your judgments and actions.
•The foundation stone of ANY campaign.
CBM - Client Management
CBM - Client Management
Primary Aim
•This is just one statement that defines the purpose of your communication.
Product LaunchCorporate LaunchA bank launching its credit cardA cooking oil coming up with a new SKUPizza Hut opening a new outlet
CBM - Client Management
Key Objectives• Every other thing that you desire your campaign
to deliver.• Encompasses a certain message.• Communication of added features, unchanged
quality etc.• Launch of cooking oil’s SKU is the primary aim,
however, the communication would also say that the quality is unchanged.
• Making sure that less price doesn’t depict you’re compromising on quality.
CBM - Client Management
Secondary Objectives
•This remains unchanged across all communications.
•Every campaign has a non stated, unsaid objective.
•Increment of sales – the underlying principle of secondary objective.
CBM - Client Management
Bull’s Eye
•Target audience – you intend to hit directly.
•It can be divided into two categories:
▫demographics▫psychographics
CBM - Client Management
Target Audience - demo• Geographic Area
• Income Group
• Gender
• Age Group
• SEC
• Social Status
CBM - Client Management
Target Audience - psychographics
•Key Problems
•Specific habits
CBM - Client Management
CBM - Client Management
“Young adults 18-25. Someone self-assured, active and energetic, self-reliant, positive, optimistic, individualistic, self-centred, not superficial, irreverent, somewhat cynical, skeptical, savvy, fashion-conscious, honest, straight-forward, computer-literate, entrepreneurial, self-indulgent, hedonistic, likes having new things, doesn’t change opinions to please others, doesn’t change behaviour in order to be liked, thinks of him/herself as an individual but has a powerful need to fit into a group
•A 19 year-old guy who likes to think he’s the life of the party. He’s into South Park, Mike Meyers, etc. and is constantly repeating comic catch-phases like he wrote them himself. He’s a little too mainstream to be truly hip, but he’s still very concerned with his image
CBM - Client Management
What do they currently think?
•How interested are they in the product?•How often do they use it?•When do they use it?•How do they feel about it?•How do they feel about our brand vs. the
competition?•What do they ultimately want the product
or brand to do for them?
CBM - Client Management
CBM - Client Management
Unique Selling Proposition
•This is a global equity statement.
•This symbolizes ONE key benefit your brand has.
•One statement with which your brand is associated.
CBM - Client Management
Rational appeals
•Tangibles that you are offering other than your competitor.
•Physical features, a brand is offering.
•Can be a certain logo, shape or even color.
•Mobilink Indigo.
CBM - Client Management
Emotional appeals
•This directs to the key emotions that the brand is using as its platform.
CBM - Client Management
Emotional Elements
•Refers to the emotion, you are targeting in your communication.
•If using a family platform, then a fun filled dinner moment is an emotional element.
CBM - Client Management
CBM - Client Management
Platforms
•A place from where you declare your positioning out loud.
•Famous ones are cricketers, celebrities, youth etc.
CBM - Client Management
CBM - Client Management
TV
•Terrestrial – PTV, PTV World
•Satellite – GEO, HBO, Star Network
•Cable – World Call, MPC
CBM - Client Management
•Dailies
•Weeklies
•Monthlies
•Bi-Monthlies
CBM - Client Management
Radio
•FM
•Non FM
CBM - Client Management
OOH – Out of Home
•Conventional hoardings / billboards•Pole signs•Directionals•Banners•Shop signs•Gantries•Building wraps•Auto wraps•LEDs
CBM - Client Management
CBM - Client Management
POS – Point of Sale
•Premises based – mobiles, buntings, floor graphics
•Off Premises – posters
CBM - Client Management
CBM - Client Management
Non-Traditional Media
•Internet ads
•Kiosks
CBM - Client Management
CBM - Client Management
CBM - Client Management
CBM - Client Management
Event Based
•Non calendar events
•Calendar events
CBM - Client Management
Non Event Based
•Stalls
•Merchandising
CBM - Client Management
CBM - Client Management
Creative Considerations/strategies
•Tone & Manner – language / emotion•Executional considerations
CBM - Client Management
Media Monitoring
•Direct competitor
•Indirect competitor
CBM - Client Management
CBM - Client Management
Single Minded Proposition• One statement that your brand stands for.
• This should be communicated through all mediums and all vehicles.
• Core value of the brand.
• “Thanda matlab Coca Cola.”
• “Sab se gaarha doodh Haleeb.”
CBM - Client Management
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Single Minded vs. Double-headed
Mr. Big is the biggest bar, bar none
Mr. Big is the big bar that won’t slow you down, now available in new Peanut Ripple flavour
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Abstract vs. ConcreteBrand X is a totally different kind of car
The Second Cup isthe Ultimate Coffee experience
Brand X is specially designed for women drivers
Second Cup coffee is the strongest coffee you can buy
41Proposition vs. Desired Response
Heinz is the thickest, richest ketchup
Pizza Pops have a lot of stuff in them
Heinz is the best tasting ketchup
Pizza Pops will really fill me up
Timeline
•Agreed upon deadline.
•“Strategies and timelines are the Himalyas of marketing.”
CBM - Client Management
Positioning/Intended IMAGE
•Perceived value of the brand.
•The way you want others to think of your brand.
•A transparent positioning is the essence of a successful campaign.
•Brand image – image a brand carries(friendly, fun loving)
CBM - Client Management
Associations
•A similar concept that interlinks with physical equity.
•This is what a brand correlates itself with.
•Again, could be a particular color, music, music.
CBM - Client Management
MANDATORY
•Tagline•Logo•Any color scheme•Celebrity choice•Etc.
CBM - Client Management
CBM - Client Management
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