close

Вход

Забыли?

вход по аккаунту

код для вставкиСкачать
International
Plekhanov Conference
Research of Successful Communications
Planning; Team Restructuring
Successful Communications

Saying the right things to the right people
in the right place at the right time;

So far, so simple…
The Communication Challenge
Increasing media supply and dramatic
changes in the use of technology;
 The game has changed;
 On one hand it gets tougher and more
expensive to reach audiences, on the
other hand – there is much more scope for
imagination

How to meet the Challenge



Different teams;
Different ways of working;
Different ways of researching
Thus, working process has to embrace
multidisciplinary teams in the generation and
execution of ideas
Who should be in a team

All those who have an influence on how a
brand is experienced in any medium

E.g.: Media Planner, Media Buyer,
Research, Creative Agency, Customer
Services, Event Managers, PR Managers…
Collaborative Process
The team will meet at the key points in the
planning cycle:
The planning cycle:
1. The brand challenge;
2. The key consumer insight;
3. The organizing idea;
4. How this idea will be executed into different
channels;
5. How the team and campaign will be evaluated
The importance of collaboration



Combination of science of media and art of
media;
The balance has to be just right;
How?
If you get the right people together
Nothing beats teamwork between people with
different skills and enjoyment of the whole
messy reality of how campaigns are born!
Thus, we have
A team;
 An agreement to collaborate;
 And a road map of the key stages in the
planning cycle

Now agree “a collaborative contract for team
behaviour” before getting started
Tool – bind a team together with
a short clear “team contract”





Write down roles and responsibilities;
Who will lead each part of the process and who
will be consulted;
Explicitly recognize each individuals expertise;
Define what is good and bad team behaviour;
Return to this team contract at the end and
evaluate each other
Do not divide up budgets before you have
decided what to do… here’s the old way
PR
Ideas
PR
Set and
divide
budget
Advertising
Digital Media
Ad strategy
and brief
DM targeting
strategy
Ad Idea
Media
Plans
DM
ideas
C
A
M
P
A
I
G
N
Evaluation
Track
Separately
Here is a collaborative process
Team
reviews
Brand
Optimization
of agreed
media mix
Lay down of
final media
plan
Media Buying
Development
of media
neutral big
idea
Development
of media
specific
creative
Pre-testing of
campaign mix
C
A
M
P
AI
G
N
Evaluation
including
Modeling
Tracking
Sales
Return on
Investment
Planning Cycle:
1. The brand challenge;
2. The key consumer
insight;
3. The organizing idea;
4. How this idea will be
executed into different
channels;
5. How the team and
campaign will be
evaluated
Challenge
Insight
Evaluate
Execute
Idea
The Brand Challenge
Focuses the whole team on what a brand
has to achieve and their role in achieving
it;
 What are the barriers that brand has to
overcome?
 Research activation into “insights” –
conclusions, truths and observations that
help to make decisions

The Brand Challenge

We look at the brand from different angels:
 Marketing
tasks;
 Consumer experiences;
 Competitor strategy;
 Brand values;
We analyze the research;
 We capture and agree the Challenge;
 What are the measures of success?

Consumers





Consumers are not targets to be hit;
Start with the consumer, not the media;
Keep asking “How do my consumers choose
and buy?”;
Walk a mile in their shoes: how do they
experience the category and the media?;
Figure out not just who the consumer is, but
where, when and how to connect with the
consumer
Consumer Insight
Consumer insights illuminate WHY
consumers behave as they do rather than
simply WHAT;
 They isolate the fundamental motivations;
 Insights are useful since they help to
generate ideas and solutions to the brand
challenge

Keep asking WHY before you get
to the insight
Case: “Axe and Young Men”:
Behaviour – Young men (teens) wear Axe spray on their bodies before
they go out for the evening.
Why – so they won’t smell if they get sweaty;
Why sweaty – it’s hot in pubs and clubs if you are dancing or you are
nervous;
Why nervous – because the mating game can be both exiting and
nerve wracking
Why – insecurity, fear of failure and rejection…
Why – because boys talk big, but few are really good at it
Insight: Need for the self confidence and being successful with women is “the
high moment” that makes it all worthwhile
Why organizing ideas?
Multimedia activities need to have a
“creative glue” to hold them together;
 Communications campaigns are made by
multidisciplinary teams, which need a
focus;
 Communication activities, which are linked
together by an idea are better “associated”
in the minds of consumers

Types of organizing ideas

Brand philosophy ideas;


Brand identity ideas;


O2: Visual look, tone and feel
Campaign theme ideas;


Orange: “The future is bright,
the future is orange!”
Toyota – the pride idea
Brand and advertising
symbols

Trigger for recognition in any
medium
Execution into relevant
channels

We need to use media and channels in a
way that is:
 Efficient;
 Effective;
 Different
from competition;
 Brings our Ideas alive
Why designing of evaluation up
front matters?
 Transparent
evaluation criteria
provides focus to multidisciplinary
teams;
 What gets measured – gets done!
The best results come from







Working in collaboration;
Working in a cycle of
continuous learning and
improvement;
Clear definition of a brand
challenge;
Identifying key consumer
motivations;
Generating an organizing
idea;
Executing the idea into
relevant channels;
Evaluation
Challeng
e
Insight
Evaluate
Execute
Idea
1/--страниц
Пожаловаться на содержимое документа