To develop a winning pitch

strategy you need…

FAST Strategy

Whatever the time you have - you must;

1. DEFINE THE PROBLEM

2. BUILD AN INSIGHTFUL, LOGICAL SOLUTION

3. BRING IT TO LIFE IN YOUR CREATIVE IDEAS

Here is one way of doing it.
 A process to guide Strategy and Solution
development

WINNABLE INSIGHT IGNITION ENGAGEMENT

MEASUREMENT
OUTCOME DISCOVERY PLATFORM CAMPAIGN

Objectives Insights Ideas Development Evaluation

• Where is the • What insights • What is the • Which • How did the
client do we discover simple, smart creative workmeasure
organization about the powerful idea programs will up?
now? marketplace, that cuts inspire
• Where does
the audience, through ? audience
• Where does it opportunity
and how engagement
want to be? • What is the still exist?
advocacy and ignite
creative idea
• What should occurs to advocacy?
and set of
the focus of shape
messages Execution
the activity communication
that • How will we
be? ?
communicate execute with a
• How do we it? high level of
counter excellence?
badvocacy?

4
Challenges Goals KPIs
Stage 2 – Advocacy Insights

Q. Where do you
get insights
from?
Where do Insights come from?

• Primary Research (real people, real attitudes and

behaviours)

• Secondary Research (desk work)

Where do Insights come from?

Primary Research
• Quantitative surveys
• Qualitative focus groups
• Observation
• The client’s database
• The client’s Media Planning / Advertising agency
Where do Insights come from?

Secondary Research
• Market reports (Euromonitor, CMI Online)
• Consumer Panels (e.g. TGI)
• Trend presentations (Trendwatching.com)
We have a 4 step
framework for our
Insights
We call it the 4 C’s
framework
The 4 C’s:
 The 4 C’s: What we investigate

What is the authentic What are the big

and differentiating cultural themes that
story the company will help us be
wants to tell? relevant and act as
hooks for coverage ?

Who are we talking to How do we stand-out?

and what are their When, where and via
motivations? whom do we
communicate?
When people look into a brand…

…they see themselves reflected in it.

People use brands to tell their story.
In short…

“Keeping ahead with rational

product advantages is
unsustainable in highly
competitive markets. It is the
emotional value of brands that
are enduringly attractive to
consumers.”
K. Ohmae, McKinsey & Co.
What is the authentic brand story?
• Think about the authentic story behind the
brand?

• What is interesting, unique or compelling about

the client’s brand?

• What is it about the brand’s values, mission or

beliefs that sets it apart, that makes it relevant
today?
 A Brand Diagnostic can help
Brand Diagnostic
Where does the brand come from?

What does the brand do?

Who is the brand for?

What makes the brand different?

What is the brand like as a person?

What does the brand value?

What is the brand’s fight?

 INSIGHT
DISCOVERY

Personas can bring insights together

Target
Audience
 Hub Mapping
DAY-TO-DAY HUB EXPERT HUB

Who in their personal or work lives
does your audience trust for
information and advice?
What kinds of experts (specific people,
categories of people, or specialized
publications) does your audience
seek out when they want
information and advice?

Target
Audiences What brands, advertising
What groups, clubs or campaigns, celebrities
networks (online or offline) or cultural trends have
does your audience turn to caught the attention of
for your audience and are most
information and advice? influential in their decision-
making?
SOCIAL HUB MEGA HUB
Over to you… Do a Hub
Analysis for the single
female pet owner.
 Hub Mapping
DAY-TO-DAY HUB EXPERT HUB

Target
Audiences

SOCIAL HUB MEGA HUB

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