Strategic Planning In Advertising

By Gri!n Farley for the Tampa Ad2 ClubSeptember 2009

STRATEGICPLANNINGIN ADVERTISING

This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.

First Job in Advertising

It also hit home for me because my first job in advertising was marketing toys.

year1

year2

year3-4

year5-6

year7

year8-10

Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.

My Goal Tonight

I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.

Brand Planning

Media Planning

Account Planning

Transmedia Planning

Propagation Planning

Connection Planning

These are the different forms of strategic planning that I am going to talk about tonight.

Brand Planning

WHO DOESBRAND PLANNING?

Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies

WHAT DOESBRAND PLANNING

PRODUCE?

Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product Development Ideas, Retail Store Environment Themes, Naming Results

TOOLS

TELL PRODUCT STORIESI want to talk about how brand planning can tell product stories better.

Deliverable: Product Proposition

Book: The Experience Economy, developing meaningful consumer experiences

(Products O!er _________ )

OnenessBrotherhood Beauty Wonder

Truth Accomplishment Security Freedom

Justice Love Duty Wisdom

What is the core emotional meaning of this product and what does it offer people?

Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book

Deliverable: Brand Positioning

(Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester) Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation - Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network

Account Planning

WHO DOESACCOUNT PLANNING?

Ad Agencies

Before Account Planning

Client

AccountDirector

Creative Research

Book: How to Plan Advertising

After Account Planning

Client

Creative

AccountDirector

AccountPlanner

Book: How to Plan Advertising

WHAT DOESACCOUNT PLANNING

PRODUCE?

Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive Audits, Consumer Profiles

TOOLS

FINDING INSIGHTI want to talk about how account planning can help find better insights.

Deliverable: An Insight

Where do insights come from?

Deliverable: Big Idea

Typical Agency Planning Model

Product/ Service Competition

Consumer

Big Idea

Haagen-DazsGoodby Silverstein

Societal PlatformPolitical Action

PRSocial

http://www.effie.org/winners/showcase/2009/3595

Media Planning

WHO DOESMEDIA PLANNING?

Media Buying and Planning Agencies, Ad Agencies

TOOLS

LEVERAGE PARTNERSI want to talk about how media planning can leverage partners better.

LexusTeam One

PublishingContent

Customization

http://work.canneslions.com/media/?award=2

What’s the di!erence between Media Planning and Connection Planning

Reach &Frequency

Relevance &Context

Cost per Thousand

(CPM)

Cost per Advocate

(CPA)

Media Plans Engagement Plans

Share of Voice

Share of Culture

Connection Planning

WHO DOESCONNECTION PLANNING?

Media Buying and Planning Agencies, Ad Agencies

TOOLS

MEDIA CLUTTERI want to talk about how connections planning helps brands break through the media clutter.

go where people are, not where media is found

Copy: “Hey, city that never sleeps. Wake up.”

Product: Folgers

go where people are, not where media is found

Copy: “Keep Playing”

Product: A Venice Italy Casino

know the time and place of your message

Copy: “To all those who use our competitors’ products: Happy Father’s Day.”

Product: Durex condoms

media that makes people participate

Message: Make trash a sport

Product: Nike

http://www.youtube.com/watch?v=oLZPIqwMmvk

Oasis Dig Out Your SoulBBH NYC

User Generated Content

Reinventing an album launch

http://www.youtube.com/watch?v=Qo_Bex8zmuQ

Transmedia Planning

Branding as Matching Luggage

This doesn’t work in Transmedia PlanningStorytelling is incredibly important here

WHO DOESTRANSMEDIA PLANNING?

Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films

WHAT DOESTRANSMEDIA

PLANNINGPRODUCE?

Alternate Reality Games, Worlds that Brands Create, Remixed Content

TOOLS

COMBINE AND REMIXI want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.

CREATIVESTIMULUS

MARKETINTELLIGENCE

FEEDBACKPOINTS

TRUE BLOOD LAUNCH CASE STUDY

1 2 3 4 5

IDEAPROPAGATION

PARTICIPATORYPLATFORM

Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston

Dark Knight - Why So Serious42 Entertainment

Community ExperienceARG

http://www.youtube.com/watch?v=9u-TWKHS6Gg

Propagation Planning

WHO DOESPROPAGATION

PLANNING?

Social Media Firms, Communication Planning Firms, Ad Agencies

WHAT DOESPROPAGATION

PLANNINGPRODUCE?

Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies

TOOLS

SHARE AND INFLUENCE

BBDO Sydney

OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE

SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES?

EXPAND YOUR DEFINITION OF MEDIA

Group M, 2008 Account Planning Conference in Miami

PROPAGATION PLANNINGPlan not for the people you reach, but the people that they reach

BRING NEW THINKING TO COMMUNICATION PLANNING

The Great SchlepDroga 5

Branded ContentPR as reach

342 million impressionsSocial media distribution

http://www.youtube.com/watch?v=-c3ImbC2BBk

Grandchildren of Jewish Florida Voters

Jewish Florida Voters

Plan not for the people you reach,but the people they reach

52

WANT MORE?

CONTACT

GRIFFIN FARLEY - Sr. Brand Planner

GRIFFIN.FARLEY@22SQUARED.COM

WWW.PROPAGATIONPLANNING.COM