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”

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* 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.