commsplanning 120726114749-phpapp02
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be brave | be inventive | defy expectations
COMMUNICATION PLANNINGThe Other Half of the Advertising Puzzle
Charles Pinkerton, PartnerThe Media Kitchen
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“IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE”
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WHY ARE WE SO INTERESTED IN COMMUNICATION PLANNING?
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QUITE POSSIBLY BECAUSE WE CAN’T SEEM TO EVEN DEFINE IT?
Placing the message at the right time and right place
The art and science of making a message visible in the marketplace
Calibration of media and mediums for the best business results
The ability to decide how much media to move into digital versus traditional channels
The study and practice of the interplay of words and images in traditional and modern media and in information design
In-depth understanding of the use, effect and interplay of media on micro-targets and how they might react to those to achieve your marketing goals
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HOW CAN YOU KNOW IF YOU ARE DOING SOMETHING WELL IF YOU DON’T KNOW WHAT IT IS?
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SO I WILL BE SPEAKING ABOUT WHAT I THINK IT IS?
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BUT FIRST SOME THINGS, I WILL NOT BE SPEAKING ABOUT
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A BETTER WAY TO FIND A FACE IN THE CROWD
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NOR HOW OFTEN THEY ARE ON THEIR COMPUTER
NOR TO WHICH WEBSITES THEY GO
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NOR HOW LONG THEY
WATCH TV
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NOR EVEN HOW MANYMAGAZINES THEY READ
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NOR ABOUT HOW MANY
BRIGHT SHINY TOOLS WE HAVE
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NOR ABOUT HOW WE ARE BETTER FIDDLING WITH
KNOBS THAN OUR COMPETITORS
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NOR THAT WE HAVE A ADMIXTURE OF
MEDIA TO CURE YOUR ILLS
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NOR ABOUT THE CRUCIAL12 STEPS TO EFFECTIVE MEDIA PLANS
NOR WILL I BE ISSUING A PROCESS CHART...
THAT SHOWS ALL THE “SILVER BULLET” STEPS TO EFFECTIVE COMMUNCATIONS
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BELIEVE ME, EVERY MEDIA COMPANY HAS THESE:
THE TOOLS
THE KNOB TURNERS
THE PROCESS CHARTS THE PAGES ON THEIR WEBSITE TALKING ABOUT THEIR UNIQUE APPROACH TO COMMUNICATIONS PLANNING...
...BUT STILL WE HAVE THE LARGEST GROUP OF PEOPLE EVER TO LISTEN TO A 4A’S WEBCAST
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SO SOMETHING’S WRONG
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MY OPINION IS THAT WE ARE HERE BECAUSE WE REALIZED THAT THE WORLD HAS CHANGED
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AND THAT OUR EVER-BETTER TOOLS ARE NOT WHOLLY SOLVING OUR COMMUNICATION PROBLEMS
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AND WE FIGURED OUT HOW TO CHANGE OUR APPROACH TO CREATIVE, BUT NOT TO MEDIA
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WE KNOW WE HAVE EXHAUSTED CONSUMERS
THE AVERAGE CONSUMER SEES OR HEARS OVER 200 PIECES OF ADVERTISING OR BRAND EXPOSURES EVERY HOUR
THERE ARE OVER 200 CHANNELS, THOUSANDS OF APPS, MILLIONS OF WEBSITES; ALL OF WHICH CAN BE TURNED OFF, SKIPPED OR IGNORED...
THE AVERAGE-SIZED SUPERMARKET NOW CARRIES 46,000 PRODUCTS
IN 1979 THERE WERE THREE VODKA BRANDS WITH NO VARIANTS AND THERE ARE NOW....WELL WHO REALLY CARES AFTER ROSE AND
BACON & TOMATO? I STOPPED COUNTING
ALMOST EVERY BRAND IS NOW LAUNCHED IN A COMMODITIZED MARKET
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CREATIVELY WE HAVE ADJUSTED
MINDSPACE
PRODUCT
Unique Selling PropositionReasons to Believe
THE PAST
Brand Meaning
Lifestyle Badge
THE PRESENT
Product Superiority
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AN EXAMPLE
MINDSPACE
PRODUCT
Colgate 1954
•2 Mins•Built on a jingle•Only Colgate has “irium” and “RTF”
•For whiter teeth, fresher breath and a brighter smile
Nike 1994
•30 sec•Black and white•No product claims or shots•No people•High School locker room•Just Do It
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WE HAVE EVEN CREATED A NEW ROLE WHOSE SOLE PURPOSE IS TO HELP CREATIVE TEAMS NAVIGATE THE CURRENT LANDSCAPE ... VIA PSYCHOLOGY, SEMIOTICS, TREND MAPPING, CULTURAL MAPPING, ETC.
MINDSPACE
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WE EVEN HAVE A BROADLY ACCEPTED DEFINITION FOR WHAT THEY DO
The Account Planner’s primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace.
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MEDIA HAS NOT PROGRESSED AS FAR
MINDSPACE
PRODUCT
DemographyReach/Frequency
Ratings
Measuring Exposure Measuring the Results of Exposure
Beha
vior
al M
appi
ng
Sub
Segm
enta
tion
Enga
gem
ent
Met
rics
Med
ia M
ix M
odel
ing
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TO DO SO WE NEED TO MAKE THE SAME LEAP THE CREATIVE AGENCIES DID...AND FULLY UNDERSTAND MIND SPACE...
IN OTHER WORDS WE NEED COMMUNICATION STRATEGISTS
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A DEFINITION OF THE COMMUNICATION STRATEGIST
The Communication Strategist’s primary function is to find consumer and cultural truths and insights that identify the communication vehicle or vehicles for the message to be its most relevant, entertaining and memorable: resulting in effectiveness in the marketplace.
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THAT WAS EASILY SOLVED? WASN’T IT?
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FIVE CHALLENGES
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1THE ACCOUNT PLANNER HAS FEWER VARIABLES TO CONSIDER
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MINDSPACE
Cultural Context
History SociologyTrend Analysis
Ethno-graphies
Literary LinguisticHeritage
Pop Culture
PoliticalStructure
Web Tracking
Sales Data
LifetimeValue
Syndicated Volumetrics
Warehous-ing Data
Observation
Web/Client
Tracking
Focus Groups
Psychological Mapping
Behavior graphics
Self Concepts
Focus Groups
Social Networks
Brand Positioning Focus
Groups
Character Mapping Mission
Statement
Creative Brief
Positiioning
Psychology
Behaviors
Purchase History
Account Planners Focus Largely on Qualitative
Factors
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1THE COMMUNICATIONS STRATEGIST HAS MUCH MORE TO CONSIDER
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MINDSPACE
Cultural Context
History SociologyTrend Analysis
Ethno-graphies
Literary LinguisticHeritage
Pop Culture
PoliticalStructure
Web Tracking
Sales Data
LifetimeValue
Syndicated Volumetrics
Warehous-ing Data
OptimizerReports
Econometric Model
AttributionModels
Media Model
FunnelDynamics
Engagment
Syndicateddata
Simmons MRI IMS
Comscore Web Tracking
Trading Area
Scanner Data
Clutter
Brand Rub-Off
Media Character
Observation
Web/Client
Tracking
Focus Groups
Psychological Mapping
Behavior graphics
Self Concepts
Focus Groups
Social Networks
Brand Positioning Focus
Groups
Character Mapping Mission
Statement
Creative Brief
Positiioning
Psychology
Behaviors
Media Environment
Demography + Geography
Channel Attributes
Purchase History
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1WHILE THE ACCOUNT PLANNER SYNTHESIZES TO SINGLE PLATFORM
THE COMMUNICATION STRATEGIST CAN ONLY NAVIGATE AND WEIGH THE IMPORTANCE OF FACTORS
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MINDSPACE
Cultural Context
History SociologyTrend Analysis
Ethno-graphies
Literary LinguisticHeritage
Pop Culture
PoliticalStructure
Web Tracking
Sales Data
LifetimeValue
Syndicated Volumetrics
Warehous-ing Data
OptimizerReports
Econometric Model
AttributionModels
Media Model
FunnelDynamics
Engagment
Syndicateddata
Simmons MRI IMS
Comscore Web Tracking
Trading Area
Scanner Data
Clutter
Brand Rub-Off
Media Character
Observation
Web/Client
Tracking
Focus Groups
Psychological Mapping
Behavior graphics
Self Concepts
Focus Groups
Social Networks
Brand Positioning Focus
Groups
Character Mapping Mission
Statement
Creative Brief
Positiioning
Psychology
Behaviors
Media Environment
Demography + Geography
Channel Attributes
Purchase History
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2 PROCESSES AND OPERATIONS CREATE ROADBLOCKS
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STANDARD ADVERTISING MODEL
Media PlanningAccount Planning
PositioningCreative Brief
MediaBuying
Account Management
Campaign
Production
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INTEGRATED COMMUNICATIONS MODEL
Comms Strategist
Account PlanningPositioning/
Creative Brief
MediaBuying
Account Management/
Production
Campaign
CommsFramework
MediaPlanning
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3WE DON’T TRAIN PEOPLE TO THINK ACROSS QUALITATIVE AND QUANTITATIVE
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3NOT MANY PEOPLE WHO ARE INHERENTLY ADEPT AT UNDERSTANDING AND CRAFTING FROM BOTH SETS OF INFORMATION
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4TERRITORIALISM
CREATIVES -- DO CREATIVEACCOUNT MANAGERS -- HANDLE THE CLIENTACCOUNT PLANNERS -- WRITE THE BRIEFMEDIA PLANNERS -- MAKE FLOWCHARTSMEDIA BUYERS -- BUY THE MEDIA
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4“I THINK YOU HAVE TO REMEMBER YOU ARE IN MEDIA”
“WHY WOULD NEED TO LEARN ANYTHING ABOUT THE HISTORY OF THE COUNTRY? WE’VE ALREADY DECIDED WE ARE RUNNING INNEWSPAPERS”
“WHY WOULD YOU NEED TO KNOW WHAT THE (BRAND)POSITIONING IS TO DO A MEDIA PLAN”
“YOU SHOULD STOP LISTENING TO PEOPLE ON THE STREETS, THIS THING (THE INTERNET) IS A FAD”
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5AGENCIES ARE, AT BASE, PAID TO EXECUTE AND VERY RARELY TO THINK
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AN EXAMPLE
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Client expected original viewers of the program (1979) as well as “hard core” fans of classic TV to be the main target
But then we received the first dailies....
Even unedited, the writing, directing and cinematography were more Film Noir or “Blade Runner” in look and feel than 70’s TV
We knew the targeting was wrong, but that the had no quantitative way to determine the audience
Called a number of viewing parties to get feedback on whom the program might appeal.
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Indie/Art film fans admired the writing, camera work and directing
Fans of proceedural police dramas (e.g. CSI) universally liked the plot and characters
Many of the main characters weren’t Caucasian, which surprised and appealed to Hispanics and Asians
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Changed creative to look more like a movie opening and placed movie-sized poster in “coming attraction” marquee’s, napkins, popcorn bags, and drinks
Outdoor in Asian and Hispanic neighborhoods
Television scheduling changed from Syndication to Primetime Police Proceedurals and vertical cable, e.g. IFC
Online was added to target film fan sites and reviews
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“IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE”
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CHARLES PINKERTONTHE MEDIA KITCHEN
TWITTER: CPINKMEDIAPRESENTATIONS: WWW.SLIDESHARE.NET/MEDIAKITCHEN