Strategic Planning revolution

STRATEGIC PLANNING IN TIMES OF MEDIA REVOLUTION

All about planning

To start with…

All about planning

All about planning

All about planning

All about planning

International Marketing Communications

http://unbranding.blogspot.com/2009/09/twestival-helsinki-review-and-manifest.html

All about planning

All about planning

All about planning

All about planning

1. Classic Strategic Planning 1.1 Basics 1.2 Marketing Intelligence 1.3 Branding

2. Media Revolution

3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing

All about planning

Recession? Business as usual?

More sales focused activities, less branding and image advertising.

All about planning

All about planning

Action Desire Awareness

Classic planning

All about planning

All about planning

Common sense is not so common

5 P’s of Marketing are dead! Hmm.

Digital is only a channel! Sorry?

Advertising is dead! You wish.

No one clicks banners! Of course people do.

The big idea is sunk! How come?

Online can’t built a brand!

Digital is cheap. No. It’s not.

Times of simple theories and strategies are over.

Now it comes to us. Remember the stuff from the

last ten years, and live the future of Marketing.

That’s what it is all about. Make sense in the anarchy.

It’s about common sense.

There is a planner in all of us

You need (and have) planning skills, even if you are not a planner.

Creatives need planning skills, Marketing people need planning skills.

Everything else is just guessing, or MbA (Marketing by Accident).

All about planning

Strategy is a pattern of consistent behaviour over time.

A B Strategic and creative lead.

Taking care that we are going somewhere.

And taking care that we have a lot of fun on the way.

Doing the right things vs. doing the things right.

All about planning

Culture / Context

Brand / Strategies

Concept / Creative solutions

Consumer / Insight

Technology / Enabler

Marketing Intelligence / Knowledge

Interactive branding model: Understanding, Defining, Implementing

Understanding

Defining

Implementing

All about planning

Brand

Consumer Culture

Technology Intelligence

Concept

History of the planning discipline

40 years birthday in 2008. Born in USA.

All about planning

Present and future status of the planning discipline

The world is becoming more complex as we speak. Planners simplify, filter information.

Planning is one of the last rising discipline in Marketing.

All about planning

Where do you find planners?

Ad agencies. Media agencies.

Marketing departments. Consultancies.

All about planning

All about planning

Right time for planning?

All about planning

Planners find the best intersection between logic and

creativity.

All about planning

CREATIVITY STRATEGY

Original Relevant

Clear Different

Convincing Consistent

Well crafted Believable

Want-to-see-again factor Activating

All about planning

Brand

Culture Consumer

Create

Strategic and Creative lead.

All about planning

What?

Why? How?

Create

Why? Understanding.

What? Defining.

How? Implementing.

What are planners doing?

Planners do many things. Planners understand cultural environments and brand context.

They draw the right conclusions, or insights, out of this knowledge. The summarize and present results.

They write briefings. They re-write briefings. They challenge. They accompany creatives.

All about planning

Here's the scoop: We have too much business and need to hire more staff ASAP!! Multicultural planning experience highly preferred. Have you had planners reporting to you and enjoy mentoring junior planners? Are you both curious and very confident? Can you inspire others, and instill confidence in clients? Do you have any experience with either the Hispanic or African American or Urban market in the U.S.? If you have excellent writing skills, can write/present exceptionally well, can design/facilitate research, can be able to work independently on new biz/pitch work as well as mentor and supervisor more junior planners below them with at least 4 years account/strategic planning experience and are ready for your next promotion, please contact [email protected].

More scoop: you will manage a staff of three currently, but the plan is to hire more to help stimulate growth and new business. Should be skilled in both qualitative and quantitative research. Will be involved in all media: Print, TV, radio interactive/on-line, digital, events, direct response. Writing skills and strong presentation skills essential as well

All about planning

Marketing Intelligence

All about planning

All about planning

INSIGHTS TRENDS VISIONS

MOVEMENTS ATMOSPHERES

ATTITUDE IDEAS

INNOVATION BUSINESS

All about planning

All about planning

Staying ahead of the game. Gathering, evaluating and structuring

global information, generating freshest ideas & insights, turning them into business.

That’s what Marketing Intelligence is about.

All about planning

WHY! CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

insights

thoughts

atmospheres

trends

developments

tangible results

feelings

innovation

change

moods

?

knowledge

best practices

benchmarks

ideas

visions

A fact helping planners to produce tangible results.

The future is already here. It is just unevenly distributed.

All about planning

COLORS FASHION LIFESTYLE SOCIETY …

microtrends, 6 month to 3 years

mesotrends, ca. 5 years

macrotrends, ca. 10 years

megatrends, decades

All about planning

COLORS FASHION LIFESTYLE SOCIETY …

Consumer insights

Social insights

All about planning

Branding

All about planning

All about planning

Think outside the box

All about planning

Think inside the box

All about planning

All about planning

Rational / USP (This can be measured)

Values and attitudes (This is how they work)

Emotional / UAP (This is how I feel)

’Must have’ entry tickets to the market

Competitive advantages

Brand Core Brand Promise

Brand Idea

Ownable territory

All about planning

All about planning

All about planning

“Brand Strategy is a plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained customer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviours and brand experiences.”

All about planning

All about planning

All about planning

All about planning

How do planners work?

In real life the job is not so clear and structured. A planner has to be patient,

wait for the right opportunities.

Planning is also the policy of small steps to the right direction.

All about planning

Media revolution

All about planning

All about planning

THE GAME IS CHANGING.

All about planning

NON STOP.

All about planning

CHANGE MEANS OPPORTUNITY.

All about planning

All about planning

All about planning

All about planning

WHAT IS THE NEXT BIG THING?

All about planning

Digitalization

Technology is the driver in media revolution. Everything is digitalized.

Even our social networks have been digitalized and turned into a media. Into social media.

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

All about planning

Planning 2.0

All about planning

All about planning

3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing

All about planning

1] Communication is culture 2] Strategy needs stories

3] Without digital you can’t win 4] The rules are re-written for every case

5] Great ideas and creativity are for good

All about planning

What makes people share?

Communication is culture

From interruption to engagement. Cultural context makes people share.

All about planning

Brands telling the best stories and

providing the best experience win.

All about planning

Great storytelling & drama + social media = Susan Boyle. Great brand (eurovision) + mass media = Alexander Rybak

All about planning

All about planning

What makes people tick?

All about planning

Digital Strategy

All about planning

All about planning

All about planning

Shocking fact:

Marketers are 3 years, ad people 2 years behind average people when it comes to digital proficiency.

Were we not once supposed to be cool?

All about planning

All about planning

Seeding. Share-of-talk. Social media. Conversational tracking.

Rich-media advertising. Earned media. Twitter. Buzz. Life casting.

Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand. Interruption. Google analytics. Talk value. Owned media. Mobile

Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.

E-commerce. Facebook. Bought media. Benchmarks. Best practices.

Speedboats. End of control. Social media policy.

Digital buzzwords explained

All about planning

Bought media Owned media Earned media

Display advertising e.g. banners

Paid SEM e.g. google

Seeding

Activity in social media

WoM / Talk value

SEO e.g. google

Strangers Customers

Websites

Widgets / Apps

E-mail

Pages in social networks

Fans

All digital media space or placement we pay for

All digital media space or placement we create and own ourselves

All digital media space or action we have to earn by non-financial efforts

High reach, low involvement, short-term activity.

Medium reach, medium involvement, medium-term activity.

Low reach, high involvement, digital assets which grow in value, long-term activity.

All about planning

1  Bought, owned and earned media / Touch points

2  Objectives of digital activities

3  Key target audience and online behaviour 4  Digital Marketing in different market areas

5  Measuring and improving RoMI

Process

All about planning

Convert Assist Connect

website

banner

portal

Social media

campaign pages

SEM

SEO

viral films

e-mail

rich media

seeding

viral films

Business creativity

All about planning

From I think to We think.

New sourcing methods. Extremely fast communication.

Knowledge society. Mass intelligence. Crowd sourcing.

All about planning

All about planning

COMING SOON

BRAND FUTURISM PROGRAM

Brand Futurism Program

MASS INTELLIGENCE CROWDSOURCING

Brand Futurism Program

FAST TRACK TO KNOWLEDGE

Brand Futurism Program

FAST TRACK TO INNOVATION

Brand Futurism Program

All about planning

Innovation Marketing

All about planning

The power of

visionary thinking

Innovation Marketing

Innovation is the key for any success. Even ’classic’ media must be innovated.

We learn to forget.

No case is identical, every case deserves an unique approach.

All about planning

“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer". Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and a lack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed to take off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”

All about planning

Whopper freakout

All about planning

Whopper virgins

All about planning

Whopper sacrifice

All about planning

All about planning

We are not in advertising business. We don’t even know anymore what advertising is.

Anyhow. We are in creative business. Whatever we do – it’s the creativity which

makes things fly or die.

Please ask…

All about planning

email [email protected] twitter @tobiaswacker