STRATEGIC PLANNING IN ADVERTISING

By Gri n Farley for the Tampa Ad2 Club

September 2009

This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.

First Job in Advertising

It also hit home for me because my first job in advertising was marketing toys.

year 1

year 2

year 3-4

year 5-6

year 7

year 8-10

Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.

My Goal Tonight

I want you to add something to your marketing tool box. Maybe its a theory, maybe its a blog I reference or maybe its a case study that I show you. If you dont learn anything new come talk to me afterwards.

Brand Planning

Account Planning

Media Planning

Connection Planning

Propagation Planning

Transmedia Planning

These are the different forms of strategic planning that I am going to talk about tonight.

Brand Planning

WHO DOES BRAND PLANNING?

Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies

WHAT DOES BRAND PLANNING PRODUCE?

Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product Development Ideas, Retail Store Environment Themes, Naming Results

TOOLS

TELL PRODUCT STORIES

I want to talk about how brand planning can tell product stories better.

Deliverable: Product Proposition

(Products O er _________ )

Oneness Brotherhood Beauty Wonder

Truth

Accomplishment

Security

Freedom

Justice

Love

Duty

Wisdom

Book: The Experience Economy, developing meaningful consumer experiences

What is the core emotional meaning of this product and what does it offer people?

Deliverable: Brand Positioning

Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book
(Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester) Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network

Account Planning

WHO DOES ACCOUNT PLANNING?

Ad Agencies

Before Account Planning

Client

Account Director

Creative

Research

Book: How to Plan Advertising

After Account Planning

Client

Account Director

Account Planner

Creative

Book: How to Plan Advertising

WHAT DOES ACCOUNT PLANNING PRODUCE?

Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive Audits, Consumer Profiles

TOOLS

FINDING INSIGHT
I want to talk about how account planning can help find better insights.

Deliverable: An Insight

Where do insights come from?

Deliverable: Big Idea

Product/ Service

Competition

Consumer

Big Idea

Typical Agency Planning Model

Haagen-Dazs Goodby Silverstein Societal Platform Political Action PR Social

http://www.effie.org/winners/showcase/2009/3595

Media Planning

WHO DOES MEDIA PLANNING?

Media Buying and Planning Agencies, Ad Agencies

TOOLS

LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.

Lexus Team One Publishing Content Customization

http://work.canneslions.com/media/?award=2

Whats the di erence between Media Planning and Connection Planning

Media Plans

Engagement Plans Relevance & Context Cost per Advocate (CPA) Share of Culture

Reach & Frequency Cost per Thousand (CPM) Share of Voice

Connection Planning

WHO DOES CONNECTION PLANNING?

Media Buying and Planning Agencies, Ad Agencies

TOOLS

MEDIA CLUTTER
I want to talk about how connections planning helps brands break through the media clutter.

go where people are, not where media is found

Copy: Hey, city that never sleeps. Wake up. Product: Folgers

go where people are, not where media is found

Copy: Keep Playing Product: A Venice Italy Casino

know the time and place of your message

Copy: To all those who use our competitors products: Happy Fathers Day. Product: Durex condoms

media that makes people participate

Message: Make trash a sport Product: Nike

http://www.youtube.com/watch?v=oLZPIqwMmvk

Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch

http://www.youtube.com/watch?v=Qo_Bex8zmuQ

Transmedia Planning

Branding as Matching Luggage

This doesnt work in Transmedia Planning Storytelling is incredibly important here

WHO DOES TRANSMEDIA PLANNING?

Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films

WHAT DOES TRANSMEDIA PLANNING PRODUCE?

Alternate Reality Games, Worlds that Brands Create, Remixed Content

TOOLS

COMBINE AND REMIX

I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.

TRUE BLOOD LAUNCH CASE STUDY

1
CREATIVE STIMULUS

2
MARKET INTELLIGENCE

3
IDEA PROPAGATION

4
PARTICIPATORY PLATFORM

5
FEEDBACK POINTS

Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston

http://www.youtube.com/watch?v=9u-TWKHS6Gg

Dark Knight - Why So Serious 42 Entertainment Community Experience ARG

Propagation Planning

WHO DOES PROPAGATION PLANNING?

Social Media Firms, Communication Planning Firms, Ad Agencies

WHAT DOES PROPAGATION PLANNING PRODUCE?

Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies

TOOLS

SHARE AND INFLUENCE

OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE

BBDO Sydney

SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES?

EXPAND YOUR DEFINITION OF MEDIA

Group M, 2008 Account Planning Conference in Miami

BRING NEW THINKING TO COMMUNICATION PLANNING

PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach

The Great Schlep Droga 5 Branded Content PR as reach 342 million impressions Social media distribution

http://www.youtube.com/watch?v=-c3ImbC2BBk

Plan not for the people you reach, but the people they reach

Grandchildren of Jewish Florida Voters

Jewish Florida Voters

52

WANT MORE?

GRIFFIN FARLEY - Sr. Brand Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM

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