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A COMMUNICATION PLANNING JOURNEY:A BRIEF STUDY OF STRATEGY IN MESSAGE DELIVERY

By Steve-Oh-MG

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ADVERTISING OVERLOAD TODAY

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“MEDIA” IS MORE THAN A RANDOM CONTAINER FOR A MESSAGE

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FROM PUSHING ADS TO CREATING MAGNETIC EXPERIENCES

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Apply a lens of

Interactivity,

dispersion, context and

catalyst with how consumers

EXPERIENCEbrands today through multiple channels

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WITH A PROCESS THAT DRIVES HOLISTIC SOLUTIONS

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Product

Discovery

Experience

Using Experien

ce

Service Experien

ce

Packaging

Experience

Buying Experien

ce

Strive to understand the total consumer experience and how media and technology enhance experiences consumer’s have with brands

THE TOTAL PRODUCT EXPERIENCE

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THINK CONTACT BEFORE CONTENT

OPTIMIZING ALL TOUCHPOINTS

Paid MediaMass media

opportunities

Earned MediaEncourage others to

facilitate W.O.M.

Owned MediaMaximize existing

touchpoints and experiences

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START WITH THE CONSUMER’S FIRST TOUCHPOINT---AND WORK OUT FROM THERE

Market Wide OpportunitiesUse targeted media

efforts to build overall awareness

Community ConnectionsConnect within

their daily routines and communities

Surrounding Area

Extend brand experiences beyond

the store

The Product/Store

ExperienceMaximize all

existing touchpoints and experience opportunities

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Maximizing Existing Touchpoints Before Creating New Ones

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Consumer experiencePurpose-intentAction-interaction

ALIGNING CONTACT POINTS ALONG THE PURCHASE PATH

DREAM

PLAN

BUY

Synchronous points of contact

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FOCUS ON MAXIMIZING THE CONSUMER EXPERIENCE WITH

EVERY TOUCHPOINT

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EXPERIENCES CONSUMERS HAVE WITH YOUR BRAND BEYOND SIMPLE

GRP’S

And they’re increasingly relationship driven and channel agnostic

IMMERSIVE – PORTABLE – PERSONAL CONNECTED EXPERIENCES

Creating Experiential Opportunities

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AND NEW PARADIGMS IN BRAND EXPRESSION

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With

Share

able M

oments

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PROVIDING MULTIPLE CONNECTION OPPORTUNITIES AND SALES

beyond push ing impress ions , adver t is ing must des ign & account for how consumers exper ience brands today in an omni -channel env i ronment

marry ing the d is t r ibut ion wi th how consumers exper ience brands on THEIR terms

MASTER BEING ANEXPERIENCE ARCHITECT