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WHEN DATA,INSIGHTS
& CREATIVITYPRODUCEBUSINESS OUTCOMES
PERFORMANCE-LED COMMUNICATIONS
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awareness interest consideration purchase opinions advocacy community
CONSUMER CONTROL OF MEDIA IS TRANSFORMING MARKETING…
PERSUASION INFLUENCE
MARKETER GENERATED USER GENERATED
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1:1 and Data-driven
Mobile Social Content Retail
CONSUMERS ARE ENGAGING IN NEW WAYS
Personalization
Context & Location Advocacy & Participation
Consumer communities
Digital filters & customized spaces
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HOW WE DELIVER PERFORMANCE
Content Retail + Websites Word of Mouth Social + PR
PROSPECTS CUSTOMERS FANS
Exposure Media at Scale
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INTRODUCTION TO COMMUNICATIONS PLANNING
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360 Planning
Channel Planning
Communication Channel Planning
Media Neutral Planning
Total Communications Planning
Connections Planning
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QUESTIONS I AIM TO ANSWER
1 What is Communications Planning and why do we need it?
2 Who is doing Communications Planning?3 How is Communications Planning Done?
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A DEFINITION
“It is the discipline of developing a holistic plan acrossmarketing and trade marketing functions that creates a“big picture” for consumers by weaving together everyaspect of a brand’s communications.”- jim taylor, space race
“Communications Planning strives to incorporate and appreciate the consumer’s expereince with a brand in its
totality.”
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IT ALL BEGAN IN THE…?
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COMMUNICATIONS PLANNING IS NOT:
Account Planning
Marketing Communications
Media Planning
Typically generated by the marketer, a Marketing Communications (MarCom) calendar captures marketing events (PR, promotions, media) and marketing messages so that all teams are in alignment on objectives
Typically seen at creative ad agencies, account planners combine research skills with account management, understanding the consumer experience with a particular brand so they can facilitate internal processes
We do this pretty well
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With marketers increasingly embracing ROI (return on
investment), communication strategies need to go from
beginning to end
Paid media isn’t the only way people become
informed about a brand
WHY DO WE NEED COMMUNICATIONS PLANNING?
There is a vast increase in simultaneous media
consumption
Every year most brand’s communication goals
change
In other words...
NETWORK TV
RADIOMAGAZINES
MASSTRANSIT
WEBPORTALS
Purchase
CABLE TV
NEWSPAPERS
BILLBOARDS
WEB VIDEORETAIL
IN-THEATER
WEBSITEGAMING
MOBILE
BRANDEDENTERTAINMENT
VOD
WIDGETS
SOCIALNETWORKING
SMS
VIRTUALWORLDS
OPINIONSITES
SEARCHBLOGS
ONLINESEEDING
PODCASTS
WORD OFMOUTH
DVR
Influence – consumer operated
Persuasion – marketer generated
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3 APPROACHES TO COMMS PLANNING
Response-driven
Idea-driven
Touch point-driven
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RESPONSE-DRIVEN
Takes a mathematical approach to channelselection
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TOUCH POINT-DRIVEN
Incorporates all channels (paid/owned/earned)into the consideration process, to determinewhich channels best express a particularemotion or convey a specific message
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IDEA-DRIVEN
Searches for one outstanding idea which helpsto differentiate the brand versus its competitorsand break out from other messaging clutter
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WHO IS DOING COMMUNICATIONS PLANNING?
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Above the line
Below the line
TelevisionRadio
Cinema
Out of Home
Internet Display Search
Magazine
Newspaper
PR
Blogs
Social Media
Mobile
Brand Website
Word of Mouth
Product Packaging
In-Store
OW
NED
& EARN
ED
PAID
Cause Marketing
Viral VideoStorefront
Place-Based VideoOnline Video
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THE LINE IS BLURRING
Social Media: many pay to activate, but activations that have viral
components tend to be the most effective
Blogs: can be seeded, but approach has backfired for some marketers
(Coke Zero)
In-Store: process can be engineered and optimized, but in the end every
customer experience is different
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STRONGEST ACTIVATIONS WORK “THROUGH THE LINE”
Communications Planning is Successful When…
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All agencies are working together with the client to have the best possible perspective on the brand’s consumer
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Do we have all the ingredients
we need?
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Are we as integrated as we can be?
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Are we as informed as we can be?
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Am I selling the story?
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Who:
Entrepreneurial “rockstars” from across the network with under 10 years experience
Why:
Fresh point of view into the next generation of consumers, connections, technology and culture
What:
Teams of our most innovative, young, creative thinkers across our worldwide network
INITIATIVE’S FUTURE BOARD
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