Creative strategy 8.11.2012
-
Upload
marco-bardus -
Category
Education
-
view
114 -
download
1
Transcript of Creative strategy 8.11.2012
Promotion: Creative strategySOCIAL MARKETING MIX: STRATEGIES + SOLUTIONS
SOCIAL MARKETING FALL 2012
Prof. L. Suzanne Suggs, PhDMarco Bardus, PhD
Università della Svizzera italianaFall 2012, Week 8
Social Marketing, Fall 2012 2
Overview of presentation
Today we focus on:Step #7: Promotion –Creative Brief–Creative Strategy–Messages
Lugano, 8/11/2012
Social Marketing, Fall 2012 3
Think
creative
Lugano, 8/11/2012
Social Marketing, Fall 2012 6
The Fourth “P”: Promotion
Promotions are persuasive communications designed and delivered to inspire your target audience to action.
What are the four major components?
MessagesMessengersCreative strategyCommunication channels
Lugano, 8/11/2012
Social Marketing, Fall 2012 7
Message strategies
Lugano, 8/11/2012
Social Marketing, Fall 2012 8
Message strategy
What do you want your target audience to do?
What do you want them to know?
What do you want them to believe?
Describe the difference between “know” and “believe”
Lugano, 8/11/2012
Social Marketing, Fall 2012 9
Breaking Through (Parrott, 1995)
Be novel
Use unexpected content or place
Instruct the audience to pay more attention (e.g., “now hear this”)
Use language that conveys immediacy and personal relevance (use “your”, active present-tense verbs; avoid qualifiers)Lugano, 8/11/2012
Social Marketing, Fall 2012 10
Health Communication Message Review Tool (www.thcu.ca) – (1)
The message will get and maintain the attention.
The strongest points are given at the beginning of the message.
The message is clear.
The action you are asking is reasonably easy.
The message uses incentives effectively.
Good evidence for threats and benefits.
Lugano, 8/11/2012
Social Marketing, Fall 2012 11
Health Communication Message Review Tool (www.thcu.ca) (2)
The messenger is seen as a credible source.
Messages are believable.
The messages use an appropriate tone.
The message uses an appeal that is appropriate(i.e., rational or emotional).
The message will not harm or be offensive to people who see it (including avoiding ‘victim blaming’).
Identity is displayed throughout.
Lugano, 8/11/2012
Social Marketing, Fall 2012 12
Message design
Message appealRational (factual) vs. Emotional (elicit positive or negative feeling about behavior)
One-sided (praise) vs. two-sided (praise & condemn)?
Message framingGain vs. Loss? Moral: it’s the right/wrong thing to do
Nonverbal: visual cues
Lugano, 8/11/2012
Message Theories
One-Sided vs. Two-Sided Message– When is a one-sided better?– A two-sided?
Research shows that1) One-sided work best with already favorable audiences2) One-sided are best with new initiatives3) Two-sided are more effective with better-educated audiences
Social Marketing, Fall 2012 16
Digression: fear appeals
Lugano, 8/11/2012
Social Marketing, Fall 2012 17
Fear Messages
Witte (2001) suggests that appropriate fear messages include:
Lugano, 8/11/2012
A high threat message
personal and vivid
A high-efficacy message that explains how to implement the recommended response, addresses barriers to the recommended response, gives evidence of the recommended response’s effectiveness, and that may role play (i.e., simulate) the recommended response.
+
Social Marketing, Fall 2012 18
Messenger strategies
Lugano, 8/11/2012
Social Marketing, Fall 2012 19
Who’s the spokesperson?
Partners and SponsorsSpokespersons (e.g. Obama in World AIDS day)
Midstream audiencesMascots
How do you choose?Credibility
ExpertiseTrustworthynessLikability
Lugano, 8/11/2012
Social Marketing, Fall 2012 20
Creative strategies
Lugano, 8/11/2012
Social Marketing, Fall 2012 21
Creative strategy tips
Lugano, 8/11/2012
Social Marketing, Fall 2012 22
Creative strategy tips (1)
K.I.S.S. = Keep It Super Simple (and Clear)
Focus on audience benefitsWhen using fear, follow up with solutions and
use credible sources
Try for messages that are vivid, personal and
concreteMake messages easy to remember
Lugano, 8/11/2012
Social Marketing, Fall 2012 23
Creative strategy tips (2)
Sometimes have a little fun
Try for a “big idea”
Consider a question instead of a nag
Highlight relevant social normsLugano, 8/11/2012
Social Marketing, Fall 2012 24
Creative briefs
Lugano, 8/11/2012
Social Marketing, Fall 2012 25
What is a Creative Brief?
A bridge between research and creative
The foundation for strategy
A “creative contract” agreed upon by all partners at the outset of the creative process
Lugano, 8/11/2012
Social Marketing, Fall 2012
Creative BriefsProvide a focused brief (1 to 2 pages) to writers and graphic designers, including: • A brief description of the project and audience (key factors and insights
from the audience analysis) • Specific objectives in terms of what you want the audience to know, think
and do after they receive the message• Main message(s) and desired outcome(s) (what people will take away)• Benefits and other content elements to support your main message• Type of appeal(s): Rational (one-sided, two-sided), emotional (such as
fear, humour, feeling good), functional, moral, normative, relational• Must have and don’t want• Channels to be used and specifications• Budget• Deadlines
26Lugano, 8/11/2012
Social Marketing, Fall 2012 27
The Creative Brief
1.Target Audience(s) Whom do you want to reach with your communication?
2.Objective(s) What do you want your target audiences to do, think, or feel?
3.Obstacles What beliefs, cultural practices, pressure, misinformation, etc. stand between your audience and the desired objective?
4.Key PromiseWhat’s in it for the audience?
5.Support Statements Reasons the Key Promise is true
6.Tone What feeling or personality should your communication have?
7.Media What channel(s) or form will the communications take?
8.Openings When or where are the teachable moments?
9.Creative ConsiderationsAnything else the creative people should know?
Lugano, 8/11/2012
Social Marketing, Fall 2012 28
Creative Brief Examples
Lugano, 8/11/2012
Social Marketing, Fall 2012 29
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing Pre-testing
Lugano, 8/11/2012
Social Marketing, Fall 2012 30
A properly designed pre-test can assess whether materials are understandable, attention-getting, memorable, and relevant to target audience members. It can also identify any source of confusion or offence.
(Siegel & Doner Lotenberg, 2007)
Lugano, 8/11/2012
Social Marketing, Fall 2012 32
Potential pre-testing techniques
Focus GroupsPersonal InterviewsExpert Review
Do not overreact to pre-test results – use your judgment. Sound planning in previous steps should not create too many surprises.Do not forget that the findings have to be finally and thoroughly revised!Lugano, 8/11/2012
Social Marketing, Fall 2012 33
Pre-testing (cont’d)
The following items should be included when pre-testing messages and materials (Siegel & Doner Lotenberg, 2007):
What is the main idea of the (ad, booklet, etc.)?What, if anything, was particularly liked?What, if anything, was particularly disliked?Was anything offensive? (What? Who would it offend?)Was anything hard to understand? (What?) Was anything hard to believe? (What? Why?)Who is this for? Who would get the most out of it? What, if anything, should be changed, added, or deleted?Why option would be most likely to induce the desired action?
Lugano, 8/11/2012
Social Marketing, Fall 2012 34
Words of caution about pre-testing
Not about whether they like the ad
Consider testing concept statements
Test conceptual spots in line up before finished spots
Thoroughly brief clients and colleaguesnot familiar with the process
Lugano, 8/11/2012
Social Marketing, Fall 2012 35
Finally, be sure to:
Detail the product BenefitsFeaturesAssociated tangible good & services
Detail the Price What will it cost (monetary and non-monetary)
Detail the PlaceWhere do they have to go?
Lugano, 8/11/2012
Social Marketing, Fall 2012 36
Remember, the message:
Should be what the consumer takes out of it not what you put in it
Should be:MeaningfulBelievable
Distinctive
Lugano, 8/11/2012
Social Marketing, Fall 2012 37
Class activity
Lugano, 8/11/2012