1. & & MarketingMarketing The Planning Process

2. Planning IntroductionIntroduction n The Planning Process n Generally, plans cover at least four areas: l Marketing Objective and Strategy (The 5 Ps) l Advertising Objective and Strategy l Creative Strategy (The Advertising Message) l Media Objective and Media Strategy l Other Plans and Strategies s Sales Promotion, PR, etc. n Generally, plans cover at least four areas: l Marketing Objective and Strategy (The 5 Ps) l Advertising Objective and Strategy l Creative Strategy (The Advertising Message) l Media Objective and Media Strategy l Other Plans and Strategies s Sales Promotion, PR, etc.

3. Planning Introduction n The Planning Process n This approach isn’t for everybody. n Generally, this approach is right for a consumer-oriented marketer. n For example, a small industrial firm might emphasize other things - such as: l Trade Shows l Their own Sales Force or Sales Reps l Current Customer Relationships l And also do some Trade Advertising n However, the underlying principles apply. n This approach isn’t for everybody. n Generally, this approach is right for a consumer-oriented marketer. n For example, a small industrial firm might emphasize other things - such as: l Trade Shows l Their own Sales Force or Sales Reps l Current Customer Relationships l And also do some Trade Advertising n However, the underlying principles apply.

4. n A Ten Part Process Planning Introduction n Evaluation 1. Situation Analysis 2. Research 3. Problems & Opportunities n Goal Setting 4. Marketing Objective 5. Budget n And then... n Evaluation 1. Situation Analysis 2. Research 3. Problems & Opportunities n Goal Setting 4. Marketing Objective 5. Budget n And then...

5. n A Ten Part Process Planning IntroductionIntroduction n Building the Plan 6. Strategies 7. Advertising Creative 8. Media 9. Sales Promotion + Other appropriate “IMC” plans and strategies n Building the Plan 6. Strategies 7. Advertising Creative 8. Media 9. Sales Promotion + Other appropriate “IMC” plans and strategies 10. Evaluation n Now let’s go step by step…

6. n Also called Background Review n It’s a Summation of current knowledge: l Current Users l Seasonality l Geography l Creative Requirements l Purchase Cycle l Competitive Review n Also called Background Review n It’s a Summation of current knowledge: l Current Users l Seasonality l Geography l Creative Requirements l Purchase Cycle l Competitive Review Planning 1. Situation Analysis l And anything else that might help you understand your situation.

7. n You do Secondary Research first n You do Primary Research second n Research is usually in these three areas: l Target Audience s Improve Understanding, Gain Insight l Factors That Motivate Purchase Behavior s Improve Effectiveness, Gain Insight l Unique Brand Characteristics s Look for key point of difference n You do Secondary Research first n You do Primary Research second n Research is usually in these three areas: l Target Audience s Improve Understanding, Gain Insight l Factors That Motivate Purchase Behavior s Improve Effectiveness, Gain Insight l Unique Brand Characteristics s Look for key point of difference Planning 2. Research

8. n Research Techniques: l Qualitative Research s Focus groups s One-on-one interviews l Quantitative Research s Surveys s Observation s Experiments n When preparing The Research Plan s Be sure to know what you’re looking for! n Research Techniques: l Qualitative Research s Focus groups s One-on-one interviews l Quantitative Research s Surveys s Observation s Experiments n When preparing The Research Plan s Be sure to know what you’re looking for! Planning 2. Research

9. n Also known as a “SWOT” Analysis l Strengths, Weaknesses, Opportunities, Threats n “For every problem there is an opportunity” n Understanding problems is a critical skill n Identify the right problem and you’re on the road to the solution n And, whatever you do… n Also known as a “SWOT” Analysis l Strengths, Weaknesses, Opportunities, Threats n “For every problem there is an opportunity” n Understanding problems is a critical skill n Identify the right problem and you’re on the road to the solution n And, whatever you do… Planning 3. Problems & Opportunities n Don’t solve the wrong problem!

10. n The Marketing Objective is a number Planning 4. The Objective n It is the goal of your marketing activities l Usually, it is a sales or volume goal l It may be difficult to get to, but the final answer is simple and measurable. n It is the goal of your marketing activities l Usually, it is a sales or volume goal l It may be difficult to get to, but the final answer is simple and measurable.

11. n Determining a budget usually involves asking two very important questions: Planning 5. The Budget l How much will it take? l How much do we have? n Here are ways marketers work to develop good answers to those questions. l How much will it take? l How much do we have? n Here are ways marketers work to develop good answers to those questions.

12. n Budgeting Methods Planning 5. The Budget n Historical expenditures n A to S ratio (Advertising to sales ratio) n Elements of the budget l Advertising (Media and Production) l Sales promotion (may include discounts) l PR and Event marketing l All other n Historical expenditures n A to S ratio (Advertising to sales ratio) n Elements of the budget l Advertising (Media and Production) l Sales promotion (may include discounts) l PR and Event marketing l All other

13. n Marketing Strategies state how you will fulfill the Objective n The Marketing Strategies become discipline-specific objectives for… l Advertising Creative l Advertising Media l Sales Promotion and Public Relations n Marketing Strategies state how you will fulfill the Objective n The Marketing Strategies become discipline-specific objectives for… l Advertising Creative l Advertising Media l Sales Promotion and Public Relations Planning 6. Strategies

14. n A Sample Creative Strategy Template: n To convince:___________________ n To use:___________________ n Instead of:___________________ n Because:___________________ n A Sample Creative Strategy Template: n To convince:___________________ n To use:___________________ n Instead of:___________________ n Because:___________________ n Creating The Advertising Message: Planning 7. Advertising Creative Target Audience Brand/ProductCompetition Brand/ProductCompetition Factors that influence purchase behavior + (Target Audience Insight)

15. n A Sample Creative Strategy: n To convince:___________________ n To buy:___________________ n Instead of:___________________ n Because:___________________ n A Sample Creative Strategy: n To convince:___________________ n To buy:___________________ n Instead of:___________________ n Because:___________________ n Creating The Advertising Message: Planning 7. Advertising Creative Adults 35-54 Volkswagen Other cars Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

16. n n To convince:___________________ n To buy:___________________ n Instead of:___________________ n Because:___________________ n n To convince:___________________ n To buy:___________________ n Instead of:___________________ n Because:___________________ n Creating The Advertising Message: Planning 7. Advertising Creative Adults 35-54 Volkswagen Other cars Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

17. n Media Objectives usually include: l Target Audience l Geography l Seasonality l Reach or Frequency objective n The Media Plan will work to achieve those objectives in the most efficient way. n Media Objectives usually include: l Target Audience l Geography l Seasonality l Reach or Frequency objective n The Media Plan will work to achieve those objectives in the most efficient way. Planning 8. Advertising Media

18. n A Media Flow Chart can help you visualize the Media Plan: Planning 8. Advertising Media n Put a calendar time-line across the top n Place the media down the side

19. : n A Media Flow Chart can help you visualize the Media Plan: Planning 8. Advertising Media n Place the media down the side n Put a calendar time-line across the top

20. n Sales Promotion Planning 9. Sales Promotion & PR n Consumer Promotion = Win/Free/Save l Sweepstakes & Contests l Added Value Extras/Bonus Packs l Coupons/Savings/Rebates n Trade Promotion = l Allowances l Other Payments/Incentives l Events/Sales Contests n Consumer Promotion = Win/Free/Save l Sweepstakes & Contests l Added Value Extras/Bonus Packs l Coupons/Savings/Rebates n Trade Promotion = l Allowances l Other Payments/Incentives l Events/Sales Contests

21. n Public Relations = Planning 9. Sales Promotion & PR l Product Publicity Opportunities l 3rd Party Endorsements & “Influencers” (columnists, talk show hosts, etc.) l Press Relations l Other Strategic Publicity n May also include… n Event Marketing l Product Publicity Opportunities l 3rd Party Endorsements & “Influencers” (columnists, talk show hosts, etc.) l Press Relations l Other Strategic Publicity n May also include… n Event Marketing

22. n It starts and ends with Research n Methods for evaluating the plan. n Input/learning for next year’s plan n Methods include: l Tracking studies l Attitude, usage, and awareness studies n Creative l Recall l Persuasion n It starts and ends with Research n Methods for evaluating the plan. n Input/learning for next year’s plan n Methods include: l Tracking studies l Attitude, usage, and awareness studies n Creative l Recall l Persuasion Planning 10. Evaluation