How I Spend My Time Clients Creative Idea Comms Strategy Channels and Implementation Media Partners 80% 20%
Questions to ask me How are Unibet embracing digital and how can we help? Have you see our latest research? What are we good and bad at? Would you like to come to lunch? How does 60% added value sound? What market share is that? Have you heard of our new editor she’s amazing? Questions not to ask me
How does the strategic planning process work? Source: Flickr.com
Our Centre of Gravity Connect our client’s brands with the right consumers and deliver ROI
The Strategic Planning Process Category, brand and context immersion Define task for communication Target audience discovery and Insight The strategy and idea Channel selection and role Amplification Measurement & Effectiveness
Category, Brand and Context Immersion What are the latest communication trends? What are the latest consumer trends? What is going on in the category? How is my brand behaving? How are my competitors behaving?
How Apple Could Approach Marketing Why How What “We make great computers” “We produce products that are beautifully designed, easy to use and user friendly” “Want to buy one?”
How Apple Actually Approach Marketing Why How What “We just happen to make great computers, want to buy one?” “We produce products that are beautifully designed, easy to use and user friendly” “Everything we do we believe in challenging the status quo. We believe in acting differently”
How to Pitch Your Ideas Why How What What makes you different? What makes your idea unique? How you do you plan to use your services that is specific to this brand? Why is your idea relevant to the insight/audience or brand?
The Bottom Line People don’t buy what you do, they buy WHY you do it Agencies don’t buy the services you offer, they buy WHY those services are relevant
Source: Flickr.com The process begins with a great brief
Tips for the Way you Respond Be focused on the brief, not what you’ve got to sell Use the language of the brief…authentically Connect your audience to theirs… not demographics Talk about your media brand… not your media vehicle Less is more
Heineken is a global partner of the Rugby World Cup Our target audience are up market, defined Men of the World How can we position Heineken’s association with this event in the Australia market to this audience? Our objective is to tell as many Men of the World as possible and to drive sales of the product Measurement is via competition entries, reach and frequency, pack sales and PR Key Questions : How would you use your channels to deliver against the insight and answer this brief? Why are they relevant? Do you have any relevant research?