SVA | MPS in Branding | Agency Planning | WEEK 3

Rockstar Planning(week 3)

Let’s talk about last week’s presentations...

Good thingsEmotion & excitement: Keeping the energy up and being proud of your work helps make your audience more receptive to what you're about to tell them.

Evidence: You did your research. You told us about what you found and provided your point of veiw on what you found. 

Complex characters: We got to know the target as people, not just sales prospects. Little details, like what they care about or what annoys them, get us better acquainted with the target. 

Support: Including videos, quotes, and vignettes that help bring the target to life make the picture even richer.

Commitment: Doing whatever it takes to bring the audience along - even if you have to leave your coolness behind to do it.

WEEK 2 - In-class Target Profile Presentations

Bad things WEEK 2 - In-class Target Profile Presentations

Including product information: This is about the person we want to reach. The creative brief provides other places to talk about the brand/product - it doesn't belong here.

Focus on the current user rather than the target: It's nice to know who's using the product now, but the target audience is the opportunity here. It is from the target audience that the brand is trying to recruit new users. Unless your assignment is to try to get current users to buy more, you need to be focusing on people who aren't already loyal to the brand.

Unrealistic characters & conversations: People don't speak in bullet points or paragraphs, and besides that, these require too much attention/reading from the presenter, who then begins to ignore their audience. If you really knew your target you could talk about them easily without a lot of help from slides.

Trying to accomplish too much: Multiple profiles, lists and information overkill can confuse rather than clarify. An important part of communications strategy is being 'choiceful' - not throwing in the kitchen sink, but identifying which tidbits of information will be most helpful to creatives.

6 presentations2-3 minutes each

What inspired your strategy. (rationale)

Deliver your strategy line.

Wei, Randy, Amy, Daniyil, Richard, Sarah

Let’s talk about this week’s homework...

Good things

- Met the deadline

- Clear through-line from insight to strategy statement (good rationale/storytelling)

- New approaches to communications that the brand hasn’t used in advertising/marketing before

- Inspirational , concise strategy line composition

Insight as strategy statement “MTV helps millennials understand themselves”

“MTV is where I turn to see what is current”

Bad thingsBrand personality/positioning as strategy statement“Porsche Cayenne is a refuge and an escape.”

“MTV is an escape.”

“IKEA transforms the ordinary for less”

“IKEA lets you express yourself affordably.”

“MTV represents youth and freedom.”

“Porsche symbolizes the success of life choices.”

More than one insight in the insights section

Category truths are not brand specific“I don’t have time to over think food; I need something easy but complete.”

Insight language = inhuman

Your homework

We saw a few:“Speak their language” lines

“Speak your language” was NOT a consumer oriented insight-driven strategy.

What was the consumer insight?There wasn’t one.

(It was an executional approach.)

“Speak their language” didn’t tell Goodwill WHAT to do.

It merely told them HOW to do it.

Homework - WAR GAMES!!!!!!

Done individually. DUE: SUNDAY NIGHT BY MIDNIGHT

Two yogurt brands are coming out with NEW communication strategies + NEW campaigns will launch at the exact same time.

They’ve gotta differentiate themselves + show that they understand their consumer.

Write 1 strategy line for each brand.

Luxurious yogurtBrand positioning

Likable yogurtBrand positioning

“I don’t make compromises when

it comes to food. I want only the best.”

Target Insight

“I love food and find myself

craving all kinds of delicious things.”

Target Insight

Communication Strategy Statement Communication Strategy Statement

______________________________. ______________________________.