Advertising process

1 2
Strategy Pre-work Focused Brief Management Check In:
Build Insights, use the brand Brief creates box the ad
idea lay. out a brand concept, must play. Objective,
Keep your boss aware,
and communications plan. insights, desired and sell-in where needed.
response, benefit, RTB.
5
Creative Meeting 6
Be positive, focus only on big
picture, give direction, make Feedback Memo 8
decisions. No solutions. No Details, challenges but
Details. Are you inspiring? without giving specific Gain Approval
solutions. Use feedback Sell in the Ad. Be
3 to create a new box. ready to fight resisters
to make it happen.
Creative
Expectations 4
Meet creative team
to convey your Tissue Session 7
vision, strategy, Use when you don’t have
inspire and focus. a campaign. Be open to Ad Testing 9
new ways of looking at Use testing to confirm
your brand. Focus on big your pick, not make Production
ideas, push for better. your decision. Manage the Tone to fit 10
the brand. Always, get
more than you need Post Production
The brand leader must stay focused on strategy Talk directly with and
leverage every expert
and positioning and be open to creative expression.
 Creative brief
Why are we advertising
Advertise Gray’s new “guilt free” positioning to get new “proactive preventer” consumers to move
them from consideration to trial resulting in increased share.
About our consumer
Our target
“Proactive Preventers,” suburban working
moms, 35-40, who are willing to do whatever it
Creative
takes to stay healthy. They run, workout and eat
right. For many, food can be a stress-reliever
and escape even for people who watch what
they eat.
Moment of accelerated needs
Brief
40th birthday, going on vacation, spring coming,
new year’s resolution, tighter clothing.
Consumer’s enemy
Temptation and guilt when they cheat.
Consumer Insights
Once consumers cheat on their diet, it puts their
whole willpower at risk. “Once I give in to a
cookie, I can’t stop myself. They taste too good.
It puts my diet at risk of collapsing. I feel so
guilty.”
What does our target think now?
While Gray’s Cookies have achieved a small
growing base of brand fans, most consumers
remain unfamiliar with the brand and have yet to
try Gray’s. Those few who love Gray’s, describe
it as “equally good on health and taste.”
What do we want consumers to do?
TRY Grays, and we know once they do, the
great taste will win them over.
About our brand
Main message
With Gray’s Cookies, you can do what you
want and stop feeling guilty over eating a
damn cookie.
Support points
Grays Cookies matched the market leaders
on taste, but only has 100 calories and 2g of
carbs. In a 12-week study, consumers using
Gray’s once a night lost 5 lbs.
Brand Idea
Gray’s are the best tasting yet guilt-free
pleasure so you can stay in control of your
health and mind.
Brand Assets
Story of our New England family recipe, our
signature stack of beautiful cookies, and
tagline “More Cookie. Less Guilt.”
Tone we take with our consumers
A safe choice, honest and down-to-earth.
Our ask
Media Choices to explore
Main creative will be 30 sec TV ad,
supported by event signage and in-store
display. Carry idea into digital, social
media and build a microsite
 Creative Advertising Checklist
Apple iPhone TV ad #1
Rate each as high, medium or low to identify gaps you see in the
advertising, to focus your feedback or challenges to the creative team.
ABC’s Summary
L Attention
M Brand Link
L Communication
Advertising L
Stickiness
Gut instincts reaction
Do you love what the ad has the
Checklist
potential to do? Does the ad
L
match the brief? Will you be
proud of this ad as your legacy?
Delivers strategy
Does the ad match up to the
objective of the brief, from your
L brand plan? Does it achieve the
desired consumer response?
Will it have an expected market
impact and brand performance?
Builds consumer bond
Does the ad speak directly to the
consumer target? Does it
leverage consumer insights to
L connect? Will it deepen our bond
with our consumers? Can the ad
help build memories and rituals?
Fits with brand
Does the ad deliver the brand
idea? Does it leverage your
L creative assets? Does the ad
fit with the tone of the brand?
Meets brand book standards.
Distinguishes brand
Does it use functional or
emotional benefits to own a
L competitive space that is
motivating to consumers and
ownable for the brand?
Branded Breakthrough
Is the ad different enough to
capture attention within the
L clutter? Does the ad engage
consumers with the brand? Is
the brand a significant part of
the climax of the ad?
Motivating message
Is the communication of the
main benefit in the ad easy for
consumers to understand?
L Does the creative naturally set
up the main message? Will the
main message move
consumers to think, feel or act?
@Beloved Brands Inc.
 Judging advertising
High
Concern Strong Very Strong
Ad is strong on Ad is strong on Ad is high on both
motivation but weak motivation, and ok breakthrough
on breakthrough on breakthrough and motivation

Motivate Poor Moderate Strong

Consumers Ad is ok on Ad is ok on Ad strong on
motivation but weak both motivation breakthrough and ok
on breakthrough and breakthrough on motivation

Very Poor Poor Concern

Ad weak on both Ad is ok on Ad is strong on
motivation and breakthrough but breakthrough but
breakthrough weak on motivation weak on motivation

Low Branded Breakthrough High

Branded Breakthrough + Motivate Consumers =

Attention + Brand Link + Communication + Stickiness
 Innovation process
New ideas Build pipeline Launch plan
1 4 7
Identify consumer Build out concept Name, packaging,
need states options to test production details

2 5 8
Test best Investment, Go to Build marketing
Generate ideas ideas sourcing, timing market support

3 6 9
Assess Approve Hand over to the
opportunities execution plans launch team
Innovation
Checklist
 Our marketing training will make your
marketing team smarter so they deliver their
best possible performance on your brand
 Our Our
marketing training teaches how to
marketer must look at the situation
think,anddefine, plan,
circumstances execute
facing their brand and analyze
Winning

1 Strategic Strategic What your

consumers
What your
brand 2 Brand
Thinking F
ThinkBox want does best
Positioning
1 Core Strength
2 Consumer
Measuring the brand love, to determine the
Competitor 3 What your
competitor
4 Situation
love, power and profit progress of the brand does best

Use the brand funnel to measure health

Marketing Plan
Brand Plan GRAY’S
Cookies
• Brand funnels become thicker as the brand Brand Vision: Clearly state your brand’s long-term vision statement

becomes more loved. It’s not just about driving Analysis Strategy Execution

Awareness particular numbers but about moving them from strategic

P&L forecast
Sales
Gross Margin
$30,385
$17,148
Key Issues
1. What’s the priority choice for growth: find
new users or drive usage frequency among
Advertising
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
GM % 56% loyalists? women, 35-40.Main Message of “great tasting
one stage to the next. thinking Marketing Budget
Contribution Margin
$8,850
$6,949
2. Where should the investment/resources
focus and deployment be to drive our
cookie without the guilt, so you can stay in control
of your health”. Media includes 15 second TV,
CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital

Familiar • Awareness is never enough. Anyone can get that.
Drivers
• Taste drives a high conversion of Trial to
Purchase
Consideration is the point you start to see that your •
•
Strong Listings in Food Channels
Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
brand idea starts to connect and move the
3. How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco?
Strategies
1. Continue to attract new users to Gray’s
2. Focus investment on driving awareness and
trial with new consumers and building a
and social media
Sampling
Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling at
fitness, yoga, women’s networking, new moms.
Distribution

Consider consumer.
Inhibitors
•
•
Low familiar yet to turn our sales into loyalty
Awareness held back due to weak Advertising
3.
presence at retail.
Build defence plan against new entrants that
defends with consumers and at store level.
Support Q4 retail blitz with message focused on
holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution at
• Low distribution at specialty stores. Poor key specialty stores.
coverage. Goals
• Increase penetration from 10% to 12%, Innovation

Purchase • To drive trial you need to gain consideration first Risks

• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
(the brain) and then you need to move the
• De-listing 2 weakest skus weakened our in-
• Increase awareness from 33% to 42%,
store presence
• Legal Challenge to tastes claims
consumer towards purchase and through the
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Launch 2 new flavors in Q4/15 & Q4/16.
Explore diet claims.
Competitive Attack Plan
Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store

Repeat Opportunities
• R&D has 5 new flavors in development.
Focus for sales is to close distribution gaps
going from 62% to 72%.
sampling.
Use sales story that any new “healthy”
experience. •
•
Sales Broker create gains at Specialty Stores
Explore social media to convert loyal
• Hold dollar share during competitive launch.
Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf.
cookies should displace under-performing
and declining unhealthy cookies.
following.

Loyal • To drive loyalty (the heart) you need to create

Brand Marketing
experiences that deliver the promise and use tools
to create an emotional bond with the consumer.

5 Creative Brief 3
Beloved Brands
The playbook for how to build a
brand your consumers will love.
✓
✓
How to think strategically
Write a brand positioning statement
Analytics The playbook for how to create a
Plans
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love
✓ Make decisions on marketing execution
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1
Beloved Brands is available on Amazon and Apple Books

4
Marketing
Execution