By Grin Farley for the Tampa Ad2 Club September 2009 STRATEGIC PLANNING IN ADVERTISING
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Nov 08, 2014
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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
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WANT MORE?
CONTACT
GRIFFIN FARLEY - Sr. Brand Planner
WWW.PROPAGATIONPLANNING.COM