The Bluffers Guide To Planning 97
Transcript of The Bluffers Guide To Planning 97
![Page 1: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/1.jpg)
The Bluffers Guide to Planning
Read these books
and away you go
![Page 2: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/2.jpg)
What account planners do
• Know stuff – especially about trends, consumer behaviour, business and marketing theory
• Think about stuff – consumer motivations, customer journeys, brand positioning
• Challenge stuff – traditional ways of thinking, conventional media planning
• Measure stuff – sales, attitudes, employee satisfaction
![Page 3: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/3.jpg)
Know stuff
![Page 4: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/4.jpg)
“Why we buy” by Paco Underhill
• What’s the big idea?– a meticulous and
quantitative study of shopping behaviour and what does and doesn’t make people buy
– How to get more take up of new banking products
– How to get old people to buy
– What men do in changing rooms that women don't
![Page 5: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/5.jpg)
“Microtrends” by Mark Penn• What’s the big idea?
– Mark Penn was Clinton’s pollster and he helped Clinton win elections by identifying small but influential groups of voters, the most famous of which was the “Soccer Mom”
– These small tribes are often indicative of an emerging trend or of a niche marketing opportunity
– 5 people you wouldn’t want to meet at a dinner party:• Xxx men• Powerful petites• Vegan children• French teetotallers• Surgery lovers
![Page 6: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/6.jpg)
“The Green Marketing Manifesto” by John Grant
• What’s the big idea?– Green is now far too
important to be left to the Greens
– The green marketing grid – what strategy can work for every green problem and every type of company
– A good analysis of green consumer mindsets
![Page 7: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/7.jpg)
Think about stuff
![Page 8: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/8.jpg)
“The Culture Code” by Clotaire Rapaille
• What’s the big idea?– We are irrevocably
programmed by our culture and upbringing and if you understand what memories and associations are driving consumers you can communicate better and more deeply
– Jeep = horse– Beauty = mask– Cheese = dead (US), alive
(France)
![Page 9: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/9.jpg)
“Eating the Big Fish” by Adam Morgan
• What’s the big idea– How to win if you are not
no 1 – the ultimate challenger brand manual
– 8 key strategies to try to outwit the big boys e.g. overcommit, sacrifice, be a thought leader
– The companion book is Brand Leader by David Akers if your brand wants to be the firstest with the mostest
![Page 10: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/10.jpg)
“Positioning: the battle for your mind” by Al Ries and Jack Trout
• What’s the big idea?– Headspace is limited and
congested. – Positioning is about
simplicity, clarity and commensurate with what the consumer already believes
– Examples include positioning a bank, a country, the Catholic Church and yourself
![Page 11: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/11.jpg)
“Problem Solved” by Michael Johnson
• What’s the big idea?– A primer/training
manual in solving 18 of the most common communications problems from a designers perspective
– A master class in book design
![Page 12: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/12.jpg)
“Primal Branding” by Patrick Hanlon
• What’s the big idea?– The Primal Code creates
brands people believe in• The creation story• The creed• The sacred words• The rituals• The iconography• The believers and non-
believers• The leader
![Page 13: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/13.jpg)
Challenge Stuff
![Page 14: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/14.jpg)
“Disruption” by Jean Marie Dru
• What’s the big idea?– Disruption is based on the
premise that doing the same as everyone else, or the same as you’ve always done, will not deliver a step change in performance
– It is a theory and a method – you hunt down conventions and then find relevant ways of disrupting or even destroying them
– Airlines, computers,
![Page 15: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/15.jpg)
“Perfect Pitch” by Jon Steel
• What’s the big idea?– Every pitch has to tell a
story – A process for
approaching a pitch, thinking about a pitch, writing a pitch and delivering a pitch
![Page 16: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/16.jpg)
Measure stuff
![Page 17: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/17.jpg)
IPA Effectiveness Awards
• What’s the big idea?– Dozens of fascinating
examples of how advertisng effects can be measured even on very small budgets
![Page 18: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/18.jpg)
Bonus tracks
![Page 19: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/19.jpg)
“This Means That” by Sean Hall
• Brilliant beginners guide to semiotic analysis
• Must have for designers and anyone who wants to use visual language to communicate
![Page 20: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/20.jpg)
“Social Marketing” by Gerald Hastings
• The buzz word of the moment
• Good (not great) but at the moment the only book around.
• Case studies from around the world
![Page 21: The Bluffers Guide To Planning 97](https://reader035.fdocuments.in/reader035/viewer/2022081404/559f44001a28ab59418b46ff/html5/thumbnails/21.jpg)
Thank you