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The efficient development of integrated strategies and plans in periods of economic
deceleration to deliver incremental bottom line contribution through marketing communications
and the subsequent implications for the providers of marketing services
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Theoretical ModelsFiscal Accountability
Competitive ContextModeling the Mid-TermStrategies for Growth
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• But you didn’t come to hear this.
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soccerball park sex body wash1066
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defining the
PROBLEMand identifyingthe opportunity
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEADELIVERY
creative articulations ofthe communications idea
in specific channels
uncovering andarticulating
INSIGHTSTRATEGY
defining the priciples ofwhat, when, where & how
MEASURINGand attributing effects
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHTdefining the
PROBLEMand identifyingthe opportunity
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defining the
PROBLEMand identifyingthe opportunity
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
17
MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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defining the
PROBLEMand identifyingthe opportunity
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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uncovering andarticulating
INSIGHT
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“... look at everything everyone else has looked at, see something
they did not see, then do something useful with it.”
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corporate ambition
competitive context
brand truth
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Customer Journeys
“The stages through which the customer passes (in thought and action) on the way towards and beyond making a purchase” – John Grant, The New Brand Manifesto, 2007
Customer Journeys vary from one market – and one individual – to another in terms of time and depth at each stage but the stages themselves are approximately the same.
However, virtually no Customer Journey is linear. People move discontinuously backwards and forwards through stages and often occupy two or three at the same time.
Awareness Prompted
Interest Consideration Involvement Next
Purchase Advocacy Usage Purchase
Research
Process
idea
Buying again
Using
Buying
Deciding
Considering
Prompted
interest
Noticing
Involvement
Recomm-
ending
Advocacy
Interaction
Awareness
Affinity
Purchase
Roles for
Communication
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Awareness Prompted
Interest Consideration Involvement Next
Purchase Advocacy Usage Purchase
Research
Process
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Awareness Prompted
Interest Consideration Involvement Next
Purchase Advocacy Usage Purchase
Research
Process
Cyber-shot customer journey:
I want to get the
next Cyber-shot
Cyber-shot is cool and is
leading edge in terms of
quality & design
Whatever I am looking for, I
should check out Cyber-shot
Cyber-shot consistently
delivers sharpness and
detail like no other
I am delighted with the
camera – fun, easy and
brilliant quality
Wow, Sony is doing
something different
with digital cameras
Cyber-shot seems to stand
for what I want – I will
check out their models
I made the sound choice
with Cyber-shot & it is good
value for money
I want reasons to show
off my Sony Cyber-shot
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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uncovering andarticulating
INSIGHT
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEA
STRATEGYdefining the priciples of
what, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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STRATEGYdefining the priciples of
what, when, where & how
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Stanley Holloway
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I’ll tell of the Battle of HastingsAs happened in days long gone by
When Duke William became King of EnglandAnd Harold got shot in the eye
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It were this way one day in OctoberThe Duke, who were always a toff,Having no wars on at that moment
Had given his lads a day off
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They’d all taken boats to go fishingWhen some chap in The Conqueror’s earSaid “Let’s go put breeze up the Saxons”
Said Bill, “By Gum, good idea!”
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So turning around to his soldiersHe lifted his big Norman voice
Shouting, “Hands up who’s coming to England”Which were swank ‘cos they hadn’t no choice
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They set off around about teatimeThe sea were so calm and so still
And at quarter to ten the next morningThey arrived at a place called Bexhill
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King Harold came up as they landed,His face full of venom and hate,
And said, “If you’ve come for regatta,You got here just six weeks too late.”
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At this William rose cool but haughtyAnd said, “Give us none of your cheek.
You’d best have your throne reupholstered,I’ll be wanting to use it next week.”
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When Harold heard this here defianceWith rage he turned purple and blue
And shouted some rude words in SaxonTo which William replied, “Same to you.”
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T’were a beautiful day for a battleThe Normans set to with a will
And when both sides were duly assembledThey tossed for the top of the hill
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King Harold, he won the advantageAnd on hilltop he took up his stand
With his knaves and his cads all around himOn his horse, with his hawk in his hand.
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The Normans had nowt in their favourTheir chance of a victory seemed small
The slope of the field were against themAnd the wind in their faces and all
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The kick off were sharp at two-thirtyAnd as soon as the whistle had went
Both sides started banging each other Till swineherds could here them in Kent
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The Saxons had best line of forwardsWell armed with both buckler and swordBut the Normans had best combinationAnd come half-time, neither had scored
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So The Duke called his cohorts togetherAnd said, “Let’s pretend that we’re beat.When we get Saxons down on the level,
We’ll cut off their means of retreat.”
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So they ran and the Saxons ran afterJust exactly as William had plannedLeaving Harold alone on the hilltop
On his horse with his hawk in his hand
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When The Conqueror saw what had happenedA bow and an arrow he drew.
He went right up to Harold and shot him.He were offside but what could they do.
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The Normans turned round in a furyAnd gave back both parry and thrust
Till the fighting were over bar shoutingAnd you couldn’t see Saxons for dust
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And after the battle were overThey found Harold, so stately and grand
Sitting there with an eyeful of arrowOn his horse with his hawk in his hand
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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STRATEGYdefining the priciples of
what, when, where & how
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channelsinventing or creatingthe communications
IDEA
STRATEGYdefining the priciples of
what, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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inventing or creatingthe communications
IDEA
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Mae West
To be big is good.To be good is better.To be both is best.
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big idea in(e)volving story
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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inventing or creatingthe communications
IDEA
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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EXPRESSIONthe communicationsidea as it will appear
in the selected channels
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WHAT
HOW
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WH
HAT
OW
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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EXPRESSIONthe communicationsidea as it will appear
in the selected channels
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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DELIVERYcreative articulations of
the communications ideain specific channels
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whoare you trying to do it to
whenare you most likely to be able to do it
wherewill it have the most effect
howare you going to do it so they remember it
how muchis it going to cost you
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Website & Social Media
Advertising
Events
Celebrity PR
Gaming
Product & Packaging
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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DELIVERYcreative articulations of
the communications ideain specific channels
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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MEASURINGand attributing effects
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MEASURINGand attributing effects
DELIVERYcreative articulations of
the communications ideain specific channels
EXPRESSIONthe communicationsidea as it will appear
in the selected channels
inventing or creatingthe communications
IDEASTRATEGY
defining the priciples ofwhat, when, where & how
uncovering andarticulating
INSIGHT
defining the
PROBLEMand identifyingthe opportunity
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MEASURINGand attributing effects
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