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Some thinking I did around the the idea of brand planning and strategy in this era of immediate deliver.
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PLANNING IN THE ERA OF IMMEDIATE DELIVERY
Pete Scanlon
In 2011, New Yorkers could read Tweets about the D.C. earthquake 30 seconds before they felt it.
And that was 3 years ago…
Whether it’s clients, consumers or our significant others, we live an age where delivery is often expected yesterday.
And Immediacy isn’t just taking place in one medium.
Print OOH
Social Experiential
In an era of real time…
how do capitalize on fleeting moments?
Hint: It’s not magic
It’s about preparedness
The Newsroom Model
The Newsroom Model
360i, one of the pioneers in creating “The Newsroom Mentality” makes it abundantly clear that The Newsroom is not “Real Time Marketing”
*
* Property of 360i
Again, it’s not about instantaneous lightning in a bottle – it’s about preparedness.
HOW TO BE PREPARED
Ability To Pivot
Keeping A Pulse On Culture
Not about being first, but being first to do it right
Function as a 24/7 Juggernaut
Communications Plan in an immediate fashion
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1. Ability To Pivot
1. Ability To Pivot
When T-Mobile asked Jack Morton to launched Music Freedom initiative with a name like Macklemore, we were thrilled. We identified the perfect venue in Los Angeles and planned accordingly. When news of Samsung and Amazon holding major announcements that same week in Seattle broke, we had the confidence and agility to relocate the event to Macklemore’s home town. A calculated strategic decision, which while demanding, paid dividends.
This event and initiative kept momentum rolling and August 2014 marked T-Mobile’s most successful month as a company.
2. Keeping A Pulse On Culture
2. Keeping A Pulse On Culture
#SHIRTCEPTION
So that when this starts tearing up the web
So that when this starts tearing up the web
Your brand can
join the party
#SHIRTCEPTION
2. Keeping A Pulse On Culture
And when this happens
2. Keeping A Pulse On Culture
And when this happens
Your brand is there to own it. Regardless of medium
2. Keeping A Pulse On Culture
3. Not about being first, but being first to do it right
Doing it just to do it: Delivering on brand identity:
3. Not about being first, but being first to do it right
4. Function as a 24/7 Juggernaut
4. Function as a 24/7 Juggernaut
Example Staffing Plan for Immediate Delivery:
Open Lanes of Communication
Creative Director Strategy Lead Executive Producer Account Lead
Designer AD CW Social Content Multiple Levels of Support
Multiple Levels of Support
Client Flexibility, Support and Punctual Decision Making
5. Comms Plan In An Immediate Fashion
Robust Comms Plans are nice…but leveraging live content for multiple channels is nicer. Comms plans need be as flexible as social.
Example of how we leveraged a single T-Mobile Event:
Experiential
OLV
Social
TV
5. Comms Plan In An Immediate Fashion
It’s time for planners of all agencies and disciplines to catch up with the times or get left behind.
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