Post on 23-Feb-2016
description
Matt VanDykeThoughts?
Homework
Which specific strategic approach is best for Grandma’s
Molasses?
“There is nothing worse than a sharp image of a fuzzy concept”--Ansel Adams
ComponentsEvery agency has different components,
but they are all really the same.
Component oneThe Objective
“A problem well stated is a problem half
solved”
A Problem Poorly Stated:
“I am Blind”
May have a number of parts
Key Fact Advertising Problem Advertising Objective Competition (related to problem)
Tells you what you need to do
More sales is too vacuous
Increase share? Increase revenue per sale? Attract a new audience? Increase Loyalty? Change the brand’s image? Make it stand for something new?
Make it Big, bold, ambitious But also concrete and measurable “Increase usage of Cheerios among adult men
by 35% in 12 months”
Make it SMART
Specific Measurable Attainable Relevant Time-bound
Objective Change IBM’s image with professionals from a
computer company to a big-problems-solution, consulting company within two years.
Components 2,3,4WhoWhatWhy
May also have more parts
Target consumer Competition (related to consumer mindset) Proposition (SMP) or benefit Support
Focus your approach
The BridgeA great insight
What does your bridge look like?
Case StudyThe Right Hand Ring
Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.
Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.
Advertising Objective—Present new reasons to buy a diamond ring.
Target
Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).
Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!
Proposition and Support
Proposition—The right hand ring because you have earned it.
Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21st century version of women’s liberation (er, for rich women)
Celebrate You!
I love me!
“Raise your right hand”
Homework
Write a creative brief for Groupon Objective? Who? What? Why?
Upcoming Quiz 2/17
10 questions (22 answers) Short answer (50%) MC TF 85% class/15% book (62 pages+36 pages
Newman)
Big Idea of the Day