Industry Studies 1
Make, Take and Sell Challenge:
Developing a communication plan for your product
Topic Number: 7
After making sure that you product gets produced through a global supply chain and then is distributed in market, it becomes important that consumers hear about it. In todays work shop we will develop a compelling communication strategy for your product to ensure that it appeals to your target audience.
We will initially look at what it makes to develop a compelling communication and how you should structure a communication plan.
Thereafter, we will take a look at a number of creative executions that have made a lasting impact on their target audience.
Overview
• To be able to create a strategy to a develop a compelling communication
• Critically evaluate the different communication approaches
• Understand and be able to go through the communication creation process
• Be able to put together a communications brief together and create a mood film
• Build a media plan to target your core customer audiences
Learning outcomes for these workshops
* Communicate in a way that differentiates you
* The power of great communications
View video: https://www.youtube.com/watch?v=xBIVlM435Zg
• Memorable – sticks in peoples minds
• Insightful – Built on a sound customer insight
• Relevant – It is meaningful to the audience
• Branded – Stands out from competitors
• Emotional – Emotional and rational appeal
Beyond all this it drives a consumer
perception & response you
want
* What is a compelling communication?
Brand Response
Direct Response
Salience Differentiation Bond/Loyalty
Keeps the brand from of mind for
when a need occurs e.g. When I run out of soap I will choose Dove
Ensuring the brand is differentiated
from its competitors e.g. I can identify the
brand the second I see the ad
Creates relevant and loyalty to the
brand e.g. If I want bake beans its got
to be Heinz
Motivation Identifies Need Call to Action
It motivates me to take action
immediately e.g. I have been putting it off but ill do it
now
Jogs your memory that its something you need or need
to do e.g. my insurance is up for
renewal
Clear concise message of what
the consumer needs to do e.g. call us now on…
* What is a compelling communication?
* Brand Response Communications
View video: https://www.youtube.com/watch?v=kOjNcZvwjxI
* Direct Response Communications
View video: https://www.youtube.com/watch?v=YHbNunk0xVY
* Task 1: Designing a communication brief
In your groups take 15 minutes to design a
communication brief.
To help you use the following slides as a
structure for what you should include.
The brief acts as the CRITICAL LINK between the proposition and communication
The QUALITY of the brief impacts the quality of creative output
Gives clear CREATIVE and MEDIA direction and inspiration unlocking creative imagination and talent
It also acts as a CONTRACT against which all work is judged
* Task 1: Designing a communication brief
Background
What is the big picture?What are the key trends
in the marketplace?Any challenges or
opportunities in the market?
For example: In March 2014 c5 million will be coming to renew
their ISA we believe people are looking for an account that values their
loyalty so they do not need to keep changing each year our product
does just that.
Objectives
Concise statement of the effect the ad should have one consumers. Consider
think, feel and do.
Refer back to the brand & direct response
objectives.
For example:We would like consumers to feel like they can trust us with their savings for the long-term, making them feel more secure with us and increasing sales of our account by
20%
* What is in the brief?
Target Audience
Some up both the demographic and
attitudinal audiences you would like to talk to with
this communication
For example:
Young professionals that are highly mobile, have a high need for security and are financially savvy that
they are continually looking for the best rate
Consumer Insight
Some up what is driving you to believe that there
is a gap in the consumer/market for your
offering
For example:
Consumers feel let down that banks constantly
offer new customer higher rates rather than
rewarding existing customers for their loyalty
* What is in the brief?
Single most important message
If only one message was communicated what
would it be?
This is the most important thing consumers should
know
For example:
Trust us to look after your savings over the long
term and we will never be beaten on rate
Reasons they will believe
Proof points or features that validate the message
For example:
We constantly check the market and up our rates if
someone is offering a higher rate
We send you a daily statement with market
rates so you can compare
* What is in the brief?
Budget & Timing
How much can we spend on media and creative?
When does the campaign go live?
For example:
National Campaign Budget
Media - £950,000Production- £1,000,000
1st January 2015
Channel Considerations
Indicate what media lines would be preferred for
this campaign using the ATL/BTL
For example:
ATL: TV, Billboards and Web banners
BTL: Direct mail and social
* What is in the brief?
Task 1: Feedback to the group
Each group has 5
minutes to feedback
* Task 2: Analysing a communication strategy
In your groups watch one of the adverts below and take 10 minutes to
analyse the communications
strategy behind it.
To help you use the briefing slides.
* What was the brief for this ad?
View video: https://www.youtube.com/watch?v=L4mP9pR-mzU
* What was the brief for this ad?
View video: https://www.youtube.com/watch?v=ir791xwvOP4
* What was the brief for this ad?
View video: https://www.youtube.com/watch?v=DAYLh09JxJE
Task 2: Your pricing strategy
Each group has 5
minutes to feedback
* Task 3: Developing your creative approach
In your groups take 15 minutes to consider your
creative approach for your communication. Give consideration to
the type of media channels that you would
use as well.
Come up with the core creative idea that hangs off the brand promise and core benefit (5 Whys!)
Functional Benefit
Increasingly emotional
I can have all my
banking in one place
So I can save time and hassle
It keeps me and
my family secure
Gives us freedom to enjoy
life together
A Package Bank Account
Another example: iPod – play music whenever and wherever you want
* Creative Idea
* Find a way to be novel
Video: http://www.youtube.com/watch?v=x89xAXHd2l8
Biggest Investment
Reach the right
audience
Maximize msg impact
Fit with brand
Maximize ROI
Maximize effectiveness
* Why is the right channel so important?
Task 3: Creative Idea
Each group has 5
minutes to feedback
End of Workshop
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013
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