Presentation on theme: " To convince (customer/consumer) that Brand X offers the unique benefit of…. The social (or “end, end”) benefit special to Brand X will be presented."— Presentation transcript:
To convince (customer/consumer) that Brand X offers the unique benefit of…. The social (or “end, end”) benefit special to Brand X will be presented as….
Strategy Launch To achieve a high level of reach of target consumer audience during Months 1-6. Ongoing Thereafter (Months 7-12) build frequency. Execution Launch TV and other high reach mass media (target 75% reach) Ongoing Internet Display, Search, Streamed Event Sponsorship and Viral Promotions for frequency plus one month’s burst of TV per 6 month period to sustain reach
Strategy Launch To achieve a high level of trial (and awareness of advertising message) of target consumer audience during Months 1-6. Ongoing Thereafter (Months 7-12) achieve ongoing retrial. Execution Launch Free sample distribution in Retail Stores (target 50% reach) Ongoing Price Promotion from month six in major retailers
Strategy Launch To achieve a high level of retail distribution and (non price) featuring in supermarkets and specialist retailers. Ongoing Thereafter (Months 7-12) maintain distribution and promote regularly through gondola end featuring and price activity. Execution Launch Free sample distribution in Retail Stores (target 50% reach) coupled with BOGOF gondola end featuring and inclusion in retailer advertising/promotion activity Ongoing Regular single unit Price Promotion
Interrogate the brand until it confesses its strengths The strategy must be designed to sell It must be designed to convert consumers to the brand every time. It must differentiate versus the target competition If the strategy does not do this, the advertising won’t. And the advertising “wont be good”.
What is the brand? What is it selling? Is its strategy clear: To whom addressed? What is it offering – its benefit – its proposition? Why should I buy it rather than the competition?
Example based on packaged food product ProductCookingPackagingDistributionPricing Taste/textureEase of useAppearanceChannelsPrice level AppearanceConvenienceStatutory infoPrice strategy Portion sizeCooking timeDiscretionary info Individual IngredientsCooking method AppearanceMulti-buy Nutritional content Cooking temperature Size/shape/ footprint Ease of opening Storage Re-sealing Material Recyclability
The message Single Single – minded Simple Attention Objectives Dagmar stage Desire and action Differentiate: create interest, stand out from the crowd Motivate: stimulate consumer to action The right benefit Unique What do you do better Own a motivator Build on a lesser benefit Ad as differentiator Communicate the benefit What’s in it for me? Functional/psychosocial benefits/values
What’s unique? Usually short term competitive edge Exploit whilst it exists Patented property Dyson “Root Cyclone” Kia 7 year Warranty Apple OS Own a motivator Colgate’s “Ring of Confidence” (fresh mouth and breath) Persil owns “whiteness” Heineken owns “refreshment” Dyson owns “bagless” What do you do better? How do you perform on what’s important to Customers On which factor do you perform best? John Lewis on “customer service” Build on a lesser benefit When all the main motivators are owned Ariel – “Febreze” the fresh smell of laundry Ecover – detergent that’s “green” If you don’t have anything Show off/ad likeability Lynx Carlsberg
Strategic clarity Focus Differentiation Conviction Credibility Does one ad make you want to rush out and buy? You are spending a lot of money on this m…. If each expenditure doesn’t sell – put the cash in your pocket.