Strategic Planning 2012 4As Presentation

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-David Ogilvy

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The Ad Agency was founded during a time when advertising sold product. When sharing a creative idea was powerful enough to get people to buy. When consumers had limited media choices and were impressionable.

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MARKETERS

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MARKETERS

CONSUMERS

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So how did we get here? 1. Shifting media use 2. Proliferation of choice

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MEDIA USE SLIDE

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By 2020 tablets will replace PCs as the primary source of web use

Source: 2020workplace.com

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In one day an average individual will

See 2,904 media messages Pay attention to 52

Read, listen or watch 24 Dislike 14

Positively remember only 4

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Media is everywhere. And consumers are telling us to piss off.

“At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.”

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Over 70 SKUs of energy drinks from

a category created just 10

years ago

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Overwhelming Abundance

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Our industry has been built on persuasion, but its often the wrong approach to solve business problems

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We have to completely rethink purchase behavior

Brand value has diminishing returns without creativity that creates desire

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Without creativity, brands become disposable

So how does this change the strategic planning process?

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We do not just work in advertising.

WE HELP SOLVE

BUSINESS PROBLEMS.

Advertising, alone,

doesn’t solve all the problems clients face.

Make the time we have with consumers

more valuable

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Make them spend more time with us

Vs.

Message with Message at

NEW WAY OLD WAY

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BEHAVIOR PERSUASION + Message with Message at

Make Stuff to Believe Not Make “Believe” Stuff

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“Maybe it’s your thingy”

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“I’d rather have my tubes tied than drive a minivan”

Over 20 million views

145% jump in sales

THINK BEHAVIOR not just get people to think

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“It’s not what we do, it’s what people do with what we do.” - Gareth Kay, GS&P

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“Everyone loves me so much they want to sing my music”

Build a brand based on IDEALS

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From Share of Voice To Share of Culture

AND QUESTION EVERYTHING…

our clients

the problem

the brief

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Art actually rocks

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Remember to

Make stuff for Homer

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So how do we get to ideas worth advertising?

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We need to solve the issues with a clear point of view

What is the business problem? What do people currently think about our brand? What is our idea? How are our communications going to help? Who are we going to have a conversation with? What do we know about them? Where are the best places to have a conversation?

Make Little Bets

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Because one BIG idea fails faster than many little ones

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Don’t bring an axe to a tea party

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And find the Simple Human Truth. INSIGHT.

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“Don't bunt. Aim out of the ball park. Aim for the company of immortals.” -David Ogilvy

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“Strategery”

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1.  Identify the ISSUE

2.  Find TRUE INSIGHT

3.  Craft the BRIEF

4.  Architect an IDEA

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Identify THE ISSUE Not just the symptom

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A client will approach an agency with a problem that often is a symptom rather than the issue.

Market share declines Sales declines Brand awareness Etc.

The TRUE ISSUE is deeper than a symptom

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Who is buying from us? Who isn’t?

Who is are direct and indirect competition?

What do our audiences currently think of us?

What’s our competition doing? How are they gaining or losing share?

What does our brand stand for? Is it known by our audiences or is there a disconnect?

What marketing/advertising is working and what is not?

Are we part of the consideration set? Where do we rank?

How do people buy us? Are we making it easy for people to find us?

Who is stealing our market share? Who are we taking from?

Are we starting a conversation with the right audience?

Where is the low hanging fruit? Who are our aspirational buyers?

What’s broken in the purchase process?

What and how are the macro-issues (economy, changes in tastes/needs, trends, etc.) affecting our problem?

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WHY THE ISSUE MATTERS MOST If we don’t define the RIGHT issue, we end up trying to solve the wrong problem

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Deploy a fresh, overarching brand platform to fuel the next 10 years 1. Continuously improve value perceptions and drive loyalty beyond reason 2. Insulate JetBlue from the competition

3. Attract new travelers and continuously reactivate current customers

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But we are not a national airline

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1.  JetBlue is the favorite airline of the non-traveling public. We needed to attract a more profitable passenger to ensure growth for an airline that is facing far greater competition beyond price & schedules.

2.  JetBlue is an airline constrained by its network

We must tailor our marketing efforts by region due to flight/schedule differences in each market.

The ISSUES:

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Find TRUE INSIGHT

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1. PROFOUND HUMAN TRUTH

2. UNIQUE 3. COMPELLING

“Insights are observations about life. They are a little like stolen moments, fleeting forays into real life, revelations of the way people think or behave.” -Jean Marie Dru, Disruption, TBWA

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EMOTION COGNITION

LIFESTYLE

ATTITUDES

BEHAVIOR

LIFESTAGES

VALUES

BELIEFS

MACRO TRENDS

TRIBES

SOCIAL PSYCHOLOGY

CULTURAL ANTHROPOLOGY

SYMBOLS

DEMOGRAPHICS

CULTURE

SELF

MIND

Insight

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observation The sparky 6th sense + creative tension

interestingness = research intuition

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There are passengers and there are drivers Without milk, you’re stuck Masculine Progress

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Three things drive every airline decision

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But for the 3-10x traveler, flying gets you nowhere.

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So many elements of air travel are out of the consumer’s control – especially those that fly less frequently

The airlines have the power; they have the control.

But control is exactly what the coach passengers wanted. And what they needed.

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While the industry caters to the

Business Class

We are the airline that stands up for the

Human Class

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The Human Class

Broaden the appeal of the JetBlue experience by

giving more to those that don’t “get” on other

airlines.

Progressive Self-Reliant

Book their own travel Look for a better way

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For them, JetBlue is different

Most legroom

Free TV and radio

Unlimited snacks and beverages

First checked bag is free

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JetBlue makes the world’s best travel experience

attainable for all.

Our insight and positioning became clear

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Craft the BRIEF

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Almost every agency brief looks the same, but they aren’t built to create ideas beyond ads

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More verbs Less adjectives & nouns

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Behavior vs. Persuasion Creative Tension

Brand Momentum

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Driving Belief Bringing humanity back to air travel

How we challenge the norm We take on the category of legacy airline complacency and fight for the passenger How we motivate our brand champion Our people-first travel philosophy built from the flying experience we create

The conversation we want to intersect Flying coach doesn’t have to suck, yet that’s just what travelers complain the most about

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Redefine the expectations of air travel not recreate a new definition of one

Attainable for All

Disrupt & demonstrate how JetBlue makes the world’s best travel experience

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Architect the IDEA

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Brilliant campaigns create new narratives

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Interactive

Shareable

Participatory

Continuous

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“And… we also make ads”

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Design an idea for a “people first” media landscape

CONTENT

Blank.com Content tile & landing

page leveraging site traffic

Content Seeding Unbranded content

creation

Leverage influential bloggers and social media participants

PR Support YAA launch via press activities, campaign coverage

Search Optimize search

terms/SEM

Paid media support Video OLA & YouTube takeover directing to YouTube Channel

Social Platforms Facebook landing tab

Tweet/FB content to brand

followers

Stimulate social sharing

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Architect ideas for an evolved communications landscape

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Attainable for All

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Insight: So many elements of air travel are out of the consumer’s control, yet control is exactly what they want. And exactly what JetBlue provides.

Positioning:

The world’s best travel experience, attainable for all.

Insight: Human Class fliers expect a rewards program that is uniquely different from other travel rewards programs.

Positioning:

The Honest and Equitable Rewards Program

Insight: Getting a good deal on a vacation package doesn’t guarantee the worry-free vacation you deserve.

Positioning:

A more complete vacation experience.

The Human Class

The world’s best travel experience, attainable for all.

Bringing humanity back to…

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The average American leaves 11 vacation days unused.

LETS CHANGE THAT.

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Where is the tension in this narrative?

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Where does the world need optimism?

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Who is the most likely to spread it?

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And who needs it the most?

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Build a hypothesis. Go Listen. Go learn. Go think.

And FAIL FASTER.

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Make stuff to believe us

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1.  Identify the ISSUE

2.  Find TRUE INSIGHT

3.  Craft the BRIEF

4.  Architect an IDEA

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Now go and

SOLVE THE ISSUES

and get out of advertising

Thank You.

Steve Chamberlain

Group Strategy Director, Mullen

schamberlain@mullen.com

Twitter: Chamberlain_s