Operational communication IBSM

Operational Communication

Agenda

From the strategies to operational work

Advertising and media

Public Relations

From the strategy to operational work

Building an advertising concept: The big idea/ insight, differentiating matters, slogan, logo, the look and feel.

The process:

The creative brief (from advertiser to ad agency)

Agency: Insight, Promise, Creative idea

Media agency: choosing the right media

Integrated marketing communication activities and promotional tools: advertising, direct marketing, events, PR, buzz marketing, guerrilla marketing...

A Creative brief

• Project name, prepared by

• Background: What is the big picture? What is going on in a market, opportunities or problems in the market?

• Objective, the purpose of the ad: What effects the ad should have on consumers? What the ad should make them think, feel or do?

• Target audience: who are we talking to? The more precise and detailed the better. How the audience currently thinks, feels and behaves in relation to the product category, the client’s brand?

• What is the single most important thing to say? It should be a simple sentence.

The creative brief

• What are the supporting rational and emotional reasons to believe and buy? Explain why the consumer should believe what we say, and why they should buy.

• What else will assist creative development? Consumer insights, a description of the brand personality, positioning tag lines, result expectations, mandatory elements such as the logo and web address.

• Schedule: What do we need from the creative team and when?

• A budget

Insight

• The view behind a creative idea

• Explains what should we do in this situation and why to reach our costumers.

• An new perspective.

The Promise

• What do we promise to the consumers?

• Could be a slogan but it doesn’t have to be

An idea

• A new, original thought

• An idea is not:

• a christmas, a promotion, a music, a color, a winter, George Clooney...

An example

• A young, good-looking man is jumping into the water, from pool to pool, wearing jeans -> The more you wash them, the better they get, Levi’s 501, the original jeans.

• insight, promise, creative idea?

AdvertisingForm of communication, used to encourage or persuade an audience to take some actions.

The desired result is to drive consumer behavior with respect to commercial offering.

Paid by companies, advertisers.

Tv, print, outdoor, direct marketing, digital marketing, viral, guerilla...

Advertisers seek to generate increased consumption of their products or services through branding.

2010 spending on advertising was estimated $500 billion worldwide.

Advertising theories

Hierarchy of effects model

Clarifies the objectives of an advertising campaign for each individual ad. The model suggest that there are six steps a consumer moves through when making a purchase:

1) Awareness 2) Knowledge 3) Liking 4) Preference 5) Conviction 6) Purchase

Advertising theories

Means-End Theory

Suggest that an ad should contain a message or means that leads the consumer to a desired end state.

Advertising theories

Leverage Points

It is designed to move consumer from understanding a product’s benefits to linking those benefits with personal values.

Regulation

An increasing effort to protect the public interest by regulating the content and the influence of advertising.

In Europe, there is a debate of whether, or how much, advertising to children should be regulated.

The advertising industry operates a system of self-regulation. Advertisers, ad agencies and media agree on a code of advertising standards that they attempt to uphold.

The general aim is to ensure that any advertising is legal, decent, honest and truthful.

Cigarettes and condoms are subject to governments regulation in many countries.

In many countries the comparing advertising is forbidden.

Advertising Research

It is a special form of research that works to improve the effectiveness and efficiency of advertising.

It may focus on a specific ad or campaigns or may be directed at a more general understanding of how advertising works.

It entails numerous forms of research which employ different methodologies (psychological, sociological, economic..)

Two types of research:

• customized

• syndicated

Customized Research

• Conducted for a specific client to address that client’s needs.

• Only the clients has access to the results of the research.

Syndicated Research

• A single research study conducted by a research company with its results available, for sale, to multiple companies.

Pre-testing

• Is a form of customized research that predicts in market performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s Flow of attention and flow of emotion.

• Measuring attention is very important. The data tells us where customers look at and which parts of the ad they ignore.

• Attention can be measured with eye- tracking or attention tracking.

• It is used on ads still in rough form.

Campaign pre-testing

• Realization that what works in TV does not necessary translate in other media.

• Allows the advertisers to test the whole campaign, creative and media, and measures the synergies expected with an integrated campaign.

Post-testing

• Provide either periodic or continuous in market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes.

• Some pretesting approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising - either the campaign as a whole or by the different media utilized.

• Advertisers use pot-testing to plan future ad campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued.

Post-testing

• The two types of campaign that have achieved the greatest use among major advertisers include

• continuous tracking: in which campaigns in advertising spending are correlated with changes in brand awareness

• longitudinal studies: in which the same group of respondents are tracked over time. Whit the longitudinal approach, it is possible to go beyond brand awareness, and to isolate the campaign’s impact on specific behavioral and perceptual dimensions, and to isolate campaign impact by medium.

Media

Above the LineBelow the Line

Through the Line

Different ways companies try to sell their products

Above the line (ATL)

• Use media that are broadcast and published to mass audiences (tv, cinema, radio, print).

• Used to either build brand awareness or drive sales through specific offers (promotions)

• Many times difficult to measure well

Below the Line (BTL)

• Use media that are more niche focused

• Build brand awareness and drive sales

• Gives the marketer the ability to tailor their messages in a more personal manner to the audience.

• Highly measurable

• Efficient and cost-effective for targeting a limited and specific group

• Tele-marketing, road shows, promotions, in-shop and shop-front activities, display units.

Through the Line (TTL)

• Involving both both ATL and BTL communications.

• It allows brands to engage with a customer at multiple points.

• It enables an integrated communications approach where consistent messaging across multiple media create a customer perception.

Media planning and buying

Media Objectives

• What are you trying to accomplish with your advertising? Examples

• Utilize media that will generate brand or product awareness.

• Provide the frequency of message required to increase phone calls or web visits.

• Utilize media that enhances brand image by association.

• Stimulate immediate action.

Frequency of Message• Frequency takes into consideration the number of times an

individual is exposed to your message.

• You can build frequency with consistency in media selection and creative message. For budgetary reasons this often means focusing on a specific geographic area and a few well targeted media vehicles.

• Remember that the stronger the frequency of message, the quicker the response.

• The average consumer needs 4 exposures before the message registers with them, and studies show that after 7 exposures they will take action.

Media Habits Research

• Television

• Number of days watch

• Types of programs watch Specialty channels watch

• Dayparts watch

• Avg. number of hours watch

Media Habits

• Radio

• Number of days listen

• Station formats listen to

• Program types listen to

• Avg. number of hours listen

Media Habits

• Outdoor

• How many km’s drive per week

• Transit usage

Media Habits

• Newspapers

• Number of issues read

• Section read

• Weekday versus weekend reading

Media Habits

• Internet

• Hours per week

• Information categories accessed

Combining Media

• Look for a balance.

• Magazines with a higher frequency medium such as Radio, Outdoor

• Radio with a visual medium like TV, Print, Outdoor

• Outdoor with a more detailed medium such as Print, Radio, TV

• Internet with a visual or mass reach medium like Print, Outdoor, TV, Radio

Promotional tools/ ways of marketing

communications

TV

• Works well and effectively for image building and tactical ads reaching the mass

• An ad agency briefs the production company (client approves everything) and do co-operation in casting, location and all the production matters.

Print

• Newspapers, magazines, outdoor

• For image building and tactical use

• Ad agency briefs the photographer, whose production team does the hole production (casting, location, styling...)

• A company accepts the casting, location and styling

Radio

• Effective and less expensive channel for creating action (promotions, competitions)

• Music, jingles work well

• Ad agency briefs the radio production company,

Direct Marketing

It is a channel-agnostic form of advertising that allows business and nonprofits to communicate straight to the customer, with advertising techniques (mobile messaging, email, online display ads, fliers, catalog distribution, promotional letters)

Direct marketing messages emphasize a focus on the customer, data and accountability.

Characteristics that distinguish direct marketing are

Messages are addressed directly to customers

It seeks to drive a specific ”call to action”

It emphasizes trackable, measurable responses from customers

Direct Marketing

It is practiced by business of all sizes

Measurement of results is a fundamental element in successful direct marketing (how many potential customers responded to call-to-action)

Internet has make it easier to measure.

Challenges

Poor quality leads

Junk mail

Privacy

Direct Marketing Channels

Email marketing, Online tools, mobile, direct mail, telemarketing, couponing, direct response tv and radio, insert media, direct response magazines and newspapers, direct selling (Tupperware)

Internet marketing

• Also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the internet.

• Considered to be broad in scope because it not only refers to marketing on the internet, but also includes marketing done via e-mail and wireless media.

• Ties together the creative and technical aspects of the internet, including design, development, advertising and sales.

Types on Internet Marketing

• PPC/I (pay per click/impression). Advertisements for brands and products is done on pre-decided websites and helps in generating leads for companies.

• SEO Search engine optimization is the process of improving the visibility of a website or a web page in search engines via natural or un-paid search results.

• Social Media(SMM)

Advantages of Internet Marketing

• Inexpensive.

• The nature of the medium allows consumers to research and to purchase products conveniently.

• Measuring is easy and inexpensive.

• The advertiser can use a variety of methods, such as pay per impression, pay per click, pay per play and pay per action.

Limitations

• From the buyer’s perspective, the inability of shoppers to touch, to smell, to taste, and to try on tangible goods before making a online purchase can be limiting.

• Security concerns.

Word-of Mouth Marketing (WOMM)

• An unpaid form of promotions-oral or written- in which satisfied customers tell other people how much they like a business, product, service or event.

• ”Buzz” is a term used in WOMM - the interaction of consumers an users of a product serve to amplify the original marketing message (a hype among consumers). Positive ”buzz” is often a goal for viral marketing, public relations and of advertising on web 2.0.

• Viral marketing are buzzwords referring to marketing techniques that use pre-existing social networks to produce increase in brand awareness or achieve other marketing objectives.

Guerrilla Marketing • The concept of guerrilla marketing was invented as an

unconventional system of promotions that relies on time, energy and imaginations rather than a big marketing budget.

• Typically guerrilla campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

• The objective is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.

• It involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources.

Point of Sale

• Point of sale (POS) or Point of Purchase (POP) is the location where a transaction occurs.

Promotional Merchandise

• Articles of merchandise (often branded with a logo) use in marketing and communication programs.

• Given away to promote a company, corporate image, brand or event.

• Given away at trade shows, conferences, and as part of guerrilla campaigns.

Visual Merchandising

• It is the activity an profession of developing floor plans and three-dimensional displays in order to maximize sales.

• Both goods or services can be displayed to highlight their features and benefits.

• The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase.

• Commonly uin retail spaces such as retail stores and trade shows.

In-store Demostration

• It is a promotions where samples of a product are distributed to customers within a store.

• The goal is to introduce the products and then purchase them.

• They are usually performed at large places of retail, such as supermarkets, department stores or in shopping malls.

Product Placement

• It is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos or news programs.

• Content marketing (Sideways)

Communication design

• Communication design is a mixed discipline between design and information-development which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people.

• A communication design approach is not only concerned with developing the message aside from the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience.

• The term communication design is often used interchangeably with visual communication, but has an alternate broader meaning that includes auditory, vocal, touch and smell.

• Examples of communication design include information architecture, editing, typography, illustration, web design, animation, advertising, ambient media, visual identity design, performing arts, copywriting and professional writing skills applied in the creative industries.

Visual design

• Visual Design is the design working in any media or support of visual communication.This is considered by some to be a more correct terminology to cover all types of design applied in communication that uses visual channel for transmission of messages, precisely because this term relates to the concept of visual language of some media and not limited to support a particular form of content, as do the terms graphic design (graphics)or Interface design (electronic media).

Package Labeling

• Package labeling is any written, electronic, or graphic communications on the packaging or on a separate but associated label.

• Packages must be manufactured, constructed, or displayed in such a manner that a consumer is not misled with respect to the quality or quantity of product it contains.

Public Relations - methods,tools and

tactics• Public relations and publicity are not synonymous, but many PR campaigns include

provision for publicity.

• Publicity is the spreading of information to gain public awareness for a product, person, service or organizations and can be seen as a result of effective PR planning.

• In PR, professional are using technology as their main tool to get their messages to target audience. With the creation of social networks, blogs, the professionals are able to send direct messages through these mediums that attract the target audience.

• Methods used to find out what is appealing to target audiences include the use of survey, conducting research or even focus groups.

• Tactics are the ways to attract target audience by using the information gathered about that audience and directing a message to them using tools such as social medium or other technology.

Tools

• Press Releases

• Media Kits

• Brochures, newsletters, annual reports.

• Blogs and social media

Press Release

• A written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy.

Elements of Press Release

• Headline - used to grab the attention on journalists and briefly summarize the news.

• Dateline

• Introduction - first paragraph, that gives the basic answers to the questions of who, what, when, where and why.

• Body - further explanations, statistics, background..

• Boilerplate - a short ”about” section, providing independent background on the issuing company

• Close

News Conference

• Or a press conference is a media event in which newsmakers invite journalists to hear them speak and ask questions.

• Things to concern

• Timing, invitation, confirming who is coming, location, space, content (who is speaking and what), food and drinks, giveaways, press release and kits...

One-to-one interviews

• An effective way to organize 15-30 minutes meeting with the CEO and a journalists.

• CEO is needed to be briefed well

So many things we can do, the world is

open

Let’s decide, and just do it. What else? Because we’re worth it. We think different.

And we are loving it!