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

2. Strategy First
Challenging the status quo

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

4. BUILDING BRANDS

5. WHAT IS STRATEGY
CRITICAL THINKING

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

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

8. 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.

9. CASE STUDY

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

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

12. CASE STUDY

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

14. 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.

15. 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.

16. CASE STUDY

17. CASE STUDY Old brand a little outdated 2012 competition to change it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?

18. CASE STUDY
And the winner is…..

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

20. 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.

21. CASE STUDY

22. CASE STUDY

23. CASE STUDY

24. CASE STUDY

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

26. YOUR STRATEGY ?

27. 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!

28. THANKS