Planning Revolution 12_2009

STRATEGIC PLANNING IN TIMES OF MEDIA REVOLUTION

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To start with…

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International Marketing Communications

http://unbranding.blogspot.com/2009/09/twestival-helsinki-review-and-manifest.html

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1. Classic Strategic Planning 1.1 Basics 1.2 Marketing Intelligence 1.3 Branding

2. Media Revolution

3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing

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Recession? Business as usual?

More sales focused activities, less branding and image advertising.

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Action Desire Awareness

Classic planning

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Common sense is not so common

5 P’s of Marketing are dead! Hmm.

Digital is only a channel! Sorry?

Advertising is dead! You wish.

No one clicks banners! Of course people do.

The big idea is sunk! How come?

Online can’t built a brand!

Digital is cheap. No. It’s not.

Times of simple theories and strategies are over.

Now it comes to us. Remember the stuff from the

last ten years, and live the future of Marketing.

That’s what it is all about. Make sense in the anarchy.

It’s about common sense.

There is a planner in all of us

You need (and have) planning skills, even if you are not a planner.

Creatives need planning skills, Marketing people need planning skills.

Everything else is just guessing, or MbA (Marketing by Accident).

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Strategy is a pattern of consistent behaviour over time.

A B Strategic and creative lead.

Taking care that we are going somewhere.

And taking care that we have a lot of fun on the way.

Doing the right things vs. doing the things right.

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Culture / Context

Brand / Strategies

Concept / Creative solutions

Consumer / Insight

Technology / Enabler

Marketing Intelligence / Knowledge

Interactive branding model: Understanding, Defining, Implementing

Understanding

Defining

Implementing

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Brand

Consumer Culture

Technology Intelligence

Concept

History of the planning discipline

40 years birthday in 2008. Born in USA.

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Present and future status of the planning discipline

The world is becoming more complex as we speak. Planners simplify, filter information.

Planning is one of the last rising discipline in Marketing.

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Where do you find planners?

Ad agencies. Media agencies.

Marketing departments. Consultancies.

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Right time for planning?

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Planners find the best intersection between logic and

creativity.

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CREATIVITY STRATEGY

Original Relevant

Clear Different

Convincing Consistent

Well crafted Believable

Want-to-see-again factor Activating

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Brand

Culture Consumer

Create

Strategic and Creative lead.

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What?

Why? How?

Create

Why? Understanding.

What? Defining.

How? Implementing.

What are planners doing?

Planners do many things. Planners understand cultural environments and brand context.

They draw the right conclusions, or insights, out of this knowledge. The summarize and present results.

They write briefings. They re-write briefings. They challenge. They accompany creatives.

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Here's the scoop: We have too much business and need to hire more staff ASAP!! Multicultural planning experience highly preferred. Have you had planners reporting to you and enjoy mentoring junior planners? Are you both curious and very confident? Can you inspire others, and instill confidence in clients? Do you have any experience with either the Hispanic or African American or Urban market in the U.S.? If you have excellent writing skills, can write/present exceptionally well, can design/facilitate research, can be able to work independently on new biz/pitch work as well as mentor and supervisor more junior planners below them with at least 4 years account/strategic planning experience and are ready for your next promotion, please contact [email protected].

More scoop: you will manage a staff of three currently, but the plan is to hire more to help stimulate growth and new business. Should be skilled in both qualitative and quantitative research. Will be involved in all media: Print, TV, radio interactive/on-line, digital, events, direct response. Writing skills and strong presentation skills essential as well

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Marketing Intelligence

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INSIGHTS TRENDS VISIONS

MOVEMENTS ATMOSPHERES

ATTITUDE IDEAS

INNOVATION BUSINESS

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Staying ahead of the game. Gathering, evaluating and structuring

global information, generating freshest ideas & insights, turning them into business.

That’s what Marketing Intelligence is about.

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WHY! CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.

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insights

thoughts

atmospheres

trends

developments

tangible results

feelings

innovation

change

moods

?

knowledge

best practices

benchmarks

ideas

visions

A fact helping planners to produce tangible results.

The future is already here. It is just unevenly distributed.

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COLORS FASHION LIFESTYLE SOCIETY …

microtrends, 6 month to 3 years

mesotrends, ca. 5 years

macrotrends, ca. 10 years

megatrends, decades

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COLORS FASHION LIFESTYLE SOCIETY …

Consumer insights

Social insights

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Branding

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Think outside the box

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Think inside the box

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Rational / USP (This can be measured)

Values and attitudes (This is how they work)

Emotional / UAP (This is how I feel)

’Must have’ entry tickets to the market

Competitive advantages

Brand Core Brand Promise

Brand Idea

Ownable territory

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“Brand Strategy is a plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained customer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviours and brand experiences.”

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How do planners work?

In real life the job is not so clear and structured. A planner has to be patient,

wait for the right opportunities.

Planning is also the policy of small steps to the right direction.

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Media revolution

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THE GAME IS CHANGING.

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NON STOP.

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CHANGE MEANS OPPORTUNITY.

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WHAT IS THE NEXT BIG THING?

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Digitalization

Technology is the driver in media revolution. Everything is digitalized.

Even our social networks have been digitalized and turned into a media. Into social media.

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Planning 2.0

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3. Strategic Planning 2.0 3.1 Five commitments 3.2 Business Creativity 3.3 Innovation Marketing

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1] Communication is culture 2] Strategy needs stories

3] Without digital you can’t win 4] The rules are re-written for every case

5] Great ideas and creativity are for good

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What makes people share?

Communication is culture

From interruption to engagement. Cultural context makes people share.

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Brands telling the best stories and

providing the best experience win.

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Great storytelling & drama + social media = Susan Boyle. Great brand (eurovision) + mass media = Alexander Rybak

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What makes people tick?

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Digital Strategy

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Shocking fact:

Marketers are 3 years, ad people 2 years behind average people when it comes to digital proficiency.

Were we not once supposed to be cool?

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Seeding. Share-of-talk. Social media. Conversational tracking.

Rich-media advertising. Earned media. Twitter. Buzz. Life casting.

Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand. Interruption. Google analytics. Talk value. Owned media. Mobile

Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.

E-commerce. Facebook. Bought media. Benchmarks. Best practices.

Speedboats. End of control. Social media policy.

Digital buzzwords explained

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Bought media Owned media Earned media

Display advertising e.g. banners

Paid SEM e.g. google

Seeding

Activity in social media

WoM / Talk value

SEO e.g. google

Strangers Customers

Websites

Widgets / Apps

E-mail

Pages in social networks

Fans

All digital media space or placement we pay for

All digital media space or placement we create and own ourselves

All digital media space or action we have to earn by non-financial efforts

High reach, low involvement, short-term activity.

Medium reach, medium involvement, medium-term activity.

Low reach, high involvement, digital assets which grow in value, long-term activity.

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1  Bought, owned and earned media / Touch points

2  Objectives of digital activities

3  Key target audience and online behaviour 4  Digital Marketing in different market areas

5  Measuring and improving RoMI

Process

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Convert Assist Connect

website

banner

portal

Social media

campaign pages

SEM

SEO

viral films

e-mail

rich media

seeding

viral films

Business creativity

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From I think to We think.

New sourcing methods. Extremely fast communication.

Knowledge society. Mass intelligence. Crowd sourcing.

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COMING SOON

BRAND FUTURISM PROGRAM

Brand Futurism Program

MASS INTELLIGENCE CROWDSOURCING


FAST TRACK TO KNOWLEDGE


FAST TRACK TO INNOVATION


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Innovation Marketing

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The power of

visionary thinking

Innovation Marketing

Innovation is the key for any success. Even ’classic’ media must be innovated.

We learn to forget.

No case is identical, every case deserves an unique approach.

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“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer". Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and a lack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed to take off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”

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Whopper freakout

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Whopper virgins

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Whopper sacrifice

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We are not in advertising business. We don’t even know anymore what advertising is.

Anyhow. We are in creative business. Whatever we do – it’s the creativity which

makes things fly or die.

Please ask…

All about planning

email [email protected] twitter @tobiaswacker

Planning Revolution 12_2009

Business

Transcript of Planning Revolution 12_2009