Mainstreet SA State Conference 2017 Presented by Patrick O’Reilly.

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Presentation transcript:

Mainstreet SA State Conference 2017 Presented by Patrick O’Reilly

Strategy First Challenging the status quo

AGENDA Building brands What is strategy Case study Target markets Consumption habits Your strategy

BUILDING BRANDS

WHAT IS STRATEGY CRITICAL THINKING

WHAT IS STRATEGY The blueprint for great ideas Clean slate approach Research Challenging the status quo Ask…is it time for something new?

WHAT STRATEGY ISN’T Budgeting Gantt Charts Fun (you must question yourself) Complicated Don’t confuse budgeting/planning with strategy.

WHY STRATEGY IS IMPORTANT Sets the plan Sets the budget Saves time (sets the goal posts) Provides vision against business reality Helps break bad habits and kills bad creative.

CASE STUDY

CASE STUDY Developed in 1977 Worked with appointed suppliers Wells Rich Greene & Milton Glaser Entire 1976 budget spent researching Lengthy strategic process.

CASE STUDY Branded merchandise Song/TV commercials Tourism guides Focused target market Traditional advertising.

CASE STUDY

CASE STUDY Not a logo or tagline Simple Not just an ad campaign Well researched A true and enduring destination brand.

TARGET MARKETS Who should you to talk to? Who do you already talk to? Growth vs Security Never assume who they are Think also about consumption habits.

CONSUMPTION HABITS What media do they consume? What does your target market do? Don’t presume what they like Research (focus groups, survey, internal) Understand your target market, don’t just identify.

CASE STUDY

CASE STUDY Old brand a little outdated 2012 competition to change it Response to a tender specification Design based competition Where is the strategy in a competition?

CASE STUDY And the winner is…..

target market 0.08% engaged CASE STUDY Source: Population Reference Bureau 29/3/17 2016 World Population Data Sheet Population Continental Europe target market 0.08% engaged

CASE STUDY Gimmick (crap) Nice idea squeezed into a place brand Social Media for the sake of Social Media Lets do this because its new and cool They didn’t challenge the status quo.

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY Traditional branding message Target market was older not on FB Strategic direction was compromised Creative was ultimately compromised Strategy first…

YOUR STRATEGY ?

YOUR STRATEGY Think critically, challenge preconception Take a clean slate approach Research, get data, ask questions, get advice Understand purpose, make great brands Challenge the status quo!

THANKS