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The Bluffers Guide to Planning
Read these books
and away you go
What account planners do
• Know stuff – especially about trends, consumer behaviour, business and marketing theory
• Think about stuff – consumer motivations, customer journeys, brand positioning
• Challenge stuff – traditional ways of thinking, conventional media planning
• Measure stuff – sales, attitudes, employee satisfaction
Know stuff
“Why we buy” by Paco Underhill
• What’s the big idea?– a meticulous and
quantitative study of shopping behaviour and what does and doesn’t make people buy
– How to get more take up of new banking products
– How to get old people to buy
– What men do in changing rooms that women don't
“Microtrends” by Mark Penn• What’s the big idea?
– Mark Penn was Clinton’s pollster and he helped Clinton win elections by identifying small but influential groups of voters, the most famous of which was the “Soccer Mom”
– These small tribes are often indicative of an emerging trend or of a niche marketing opportunity
– 5 people you wouldn’t want to meet at a dinner party:• Xxx men• Powerful petites• Vegan children• French teetotallers• Surgery lovers
“The Green Marketing Manifesto” by John Grant
• What’s the big idea?– Green is now far too
important to be left to the Greens
– The green marketing grid – what strategy can work for every green problem and every type of company
– A good analysis of green consumer mindsets
Think about stuff
“The Culture Code” by Clotaire Rapaille
• What’s the big idea?– We are irrevocably
programmed by our culture and upbringing and if you understand what memories and associations are driving consumers you can communicate better and more deeply
– Jeep = horse– Beauty = mask– Cheese = dead (US), alive
(France)
“Eating the Big Fish” by Adam Morgan
• What’s the big idea– How to win if you are not
no 1 – the ultimate challenger brand manual
– 8 key strategies to try to outwit the big boys e.g. overcommit, sacrifice, be a thought leader
– The companion book is Brand Leader by David Akers if your brand wants to be the firstest with the mostest
“Positioning: the battle for your mind” by Al Ries and Jack Trout
• What’s the big idea?– Headspace is limited and
congested. – Positioning is about
simplicity, clarity and commensurate with what the consumer already believes
– Examples include positioning a bank, a country, the Catholic Church and yourself
“Problem Solved” by Michael Johnson
• What’s the big idea?– A primer/training
manual in solving 18 of the most common communications problems from a designers perspective
– A master class in book design
“Primal Branding” by Patrick Hanlon
• What’s the big idea?– The Primal Code creates
brands people believe in• The creation story• The creed• The sacred words• The rituals• The iconography• The believers and non-
believers• The leader
Challenge Stuff
“Disruption” by Jean Marie Dru
• What’s the big idea?– Disruption is based on the
premise that doing the same as everyone else, or the same as you’ve always done, will not deliver a step change in performance
– It is a theory and a method – you hunt down conventions and then find relevant ways of disrupting or even destroying them
– Airlines, computers,
“Perfect Pitch” by Jon Steel
• What’s the big idea?– Every pitch has to tell a
story – A process for
approaching a pitch, thinking about a pitch, writing a pitch and delivering a pitch
Measure stuff
IPA Effectiveness Awards
• What’s the big idea?– Dozens of fascinating
examples of how advertisng effects can be measured even on very small budgets
Bonus tracks
“This Means That” by Sean Hall
• Brilliant beginners guide to semiotic analysis
• Must have for designers and anyone who wants to use visual language to communicate
“Social Marketing” by Gerald Hastings
• The buzz word of the moment
• Good (not great) but at the moment the only book around.
• Case studies from around the world
Thank you