strategic smarts
DESCRIPTION
Planning for beginnersTRANSCRIPT
Strategic Smarts
What do planners do?
STRATEGYCREATIVE
BRIEFCREATIVE
DEVELOPMENTPRODUCTION LIVE
CLIENT BRIEF
Creative Rationalisation, Sell In and Helping Develop Work
CREATIVE PRESENTATION WRITING
Exploratory Insight Hunting and Client
ConsultancySTRATEGY WRITING
More Insight Hunting
CREATIVE BRIEF WRITING
Measurement and Evaluation
REPORT WRITING
CLIENT BRIEF
EXPLORATORY PRIMARY
RESEARCH
SECONDARY/DESK RESEARCH
CLIENT INSIGHT & EXPERIENCE
CREATIVE DEVELOPMENT RESEARCH
TRACKING RESEARCH
ECONOMETRICS
PCA/ANALYTICS
WHAT I’M DOING
WHAT YOU SEE
INPUTS
Why do we need strategy?
Strategy provides frame work and measurement – it applies some
science to something which might otherwise be a matter of guesswork
Source: Head (1998) Define the strategy
Galvanise everyone around a single vision and direction
Provide direction and parameters for creative work to ensure it meets client’s objectives
Inspire, enthuse and make what we do easy to pass on
Where strategy fits into the process
In advertising, strategy is the way you plan to sell the product, not the words
and pictures that you use to sell it. Strategy consists of saying what you
need to say, even before you’ve found the right way to say it. Strategic
planning is the stage between fact gathering and the big idea.
Source: Jewler and Dewniany (1998) Creative Strategy in Advertising
All the stuff we do before we can even write a strategy
1.Definition of the brand’s business problem
2.Interrogation of the brand’s marketing mix
3.Analysis of the brand’s total marketing situation
4.Analysis of consumer’s relationship with the brand
5.Derivation of a realistically defined role for advertising
6.The advertising objectives & strategy
PROCESS
BREADTH OF ANALYSIS
Source: Cooper (1997) How to plan advertising
What goes into a strategy – the basics
Where are we now?
Why are we here?
Where do we
want to be?
How do we get there?
Are we getting there?
JWT PLANNING
CYCLE
THE MAIN BONES OF
ONE
In other words…
1. Definition of the base point
2. Definition of the end point
3. Description of the process for making the transition
4. Criteria against which progress can be measured
5. A platform from which detailed plans can be produced e.g. creative briefs, PR plans, social media and content plans
Source: Head (1998) Define the strategy
The basic ingredientsTARGET AUDIENCE
Identify the best audience to fulfil your objectives
DESIRED RESPONSEWhat they are doing/thinking/feeling now and what do we want them to do/think/feel differently
POSITIONINGThe unique thing about your brand, that when experienced/heard /seen, will achieve the desired response
COMMUNICATIONS STRATEGYThe best way to convey the unique thing about your brand to the target audience
MEDIA STRATEGYWhere you reach the target audience with your communications
Source: : Head (1998) Define the strategy, Percy and Elliott (2005)Strategic Advertising Management
WHO
WHAT
WHY
HOW
WHERE
One approach to brand positioning
BRAND PURPOSE
The unique role our brand plays in people’s
lives
BRAND BELIEFA strong opinion the brand has about the consumer, category or competition
BRAND TRUTHThe credible truth upon which the brand is built
BRAND BEHAVIOURHow the brand acts and communicates
Where research fits
STRATEGYCREATIVE
BRIEFCREATIVE
DEVELOPMENTPRODUCTION LIVE
EXPLORATORY CONSUMER RESEARCH
U&A, Segmentation, Ethnography, Market Mapping
EXPLORATORY BRAND RESEARCHStakeholder Interviews, Shadowing
PROPOSITION /POSITIONING RESEARCH
QUALITATIVE CREATIVE DEVELOPMENT
QUANTITATIVE CREATIVE PRE-TESTING
BRAND/AD TRACKING Quantitative and Qualitative
A typical research process
RESEARCH BRIEF
RESEARCH PROPOSAL
FIELDWORK DEBRIEFQUESTIONNAIRE/DISCUSSI
ON GUIDE
STIMULUS
RECRUITMENT/SAMPLING
1 WEEKKARMA + CLIENT
2 WEEKSRESEARCH AGENCY
2 WEEKSRESEARCH AGENCY
2 WEEKSRESEARCH
AGENCY/RECRUITER
2-6 WEEKSRESEARCH AGENCY
1-4 WEEKSRESEARCH AGENCY