copy training. tutto quello che dovete sapere
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In comunicazione, alcune cose non cambiano mai. Dalla Bibbia del Marketing, cosa occorre per sviluppare e valutare una buona pubblicità.TRANSCRIPT
Excellence in copy development
Copy strategy & copy executioncome si sviluppano, come si valutano
Flavia, Oct 2010
Gli obiettivi
Obiettivi
Sviluppare le skills del reparto marketing di Omega Chefaro Italia, relative allo sviluppo e alla valutazione dell’advertising:
Brief and lead advertising development
Judge advertising
Agenda La strategia
Cos’è Come si scrive Come si valuta workout
L’insight Il suo ruolo
Il creative brief Formato e contenuti
L’esecuzione: L’idea creativa - workout Il drama - esempi Il key visual - esempi La sellling line – workout
Summary Workout Valutare una copy execution
Role Play Il copy meeting
Il ciclo: sviluppo e learning
Insights
Concept development
Copy strategy
Copy development
Media / Advertising
In-market results
Advertising development cycle
Test/on air
Concept development
Copy strategy
Adv ideas/executions
In-market results
Creativebrief
Learnings/Insights
Strategy
Alla base di un buon copy, c’è una buona strategia
Brand equity footprint Communication strategy
Consumer communication needs to bring Equity
to life for the Target Audience
Copy strategy is the long term basis upon which we expect consumers to choose our brand
Ensures consistency: Copy strategy should not change, commercials do
Facilitates copy development: sets focus and is n.1 element to review when evaluating storyboards
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Concept vs. copy development
Headline
ACB
Benefit
Reason why
Insight
Benefit
Reason why
Brand character
Ogni copy strategy ha 3 importanti sezioni
Benefit (mandatory – brand end-benefit does not change over time, product benefit can change)States the brand promise that is the main reason for purchasing the brand in preference to others
RTB (optional, can change over time)States the element that makes the benefit believable
Brand Character (mandatory, the same over time)States the basic PEERSONIFICATION we want the brand to have
Com’è una buona strategia? Le 4 D
D elivers on the Brand Equity
D esirable to the Target Audience
D istinctive Focused on 1 unique benefit, 1 message, not many
D ecisiveClear, Simple, concise, Same meaning for all
No executional!What to communicate, not howLong Term committment
FAQ (rispondiamo insieme)
Perché 1 beneficio?
Quando cambiare una copy strategy?
Le NPD’s cambiano la strategia?
Perché abbiamo bisogno di un Brand Character?
Brand Character
Marketing is not a battle about product, but about perception
You have to decide what image you want for your brand, meaning personality BC must be different vs. Competition.
Yes: NO: Charming vs. serious Honest, High tech vs. tradition Reliable… Extrovert vs. Discrete
Workout – Scrivete la strategia long term di:
Restivoil
Angstrom
Santangelica
Non più di due righe per sezione!
Strategy
Insight
Execution
Vi ricordate l’ Insight?
ACB’s are given to agencies to inspires creative work. Agency turns ACB’s (facts/observations) into a meaningful insight and develop a creative idea around it
In-sight, the act of apprehending the inner nature of things or seeing intuitively, producing a clear and immediate understanding
A consumer insight is a thought, feeling or piece of information which target consumers would accept, that helps them overcome their benefit barrier, and thus increases the relevance of the brand benefit
A-HA! Factor The key that unlocks the door Una “scintilla di identificazione”
Il ruolo dell’insight nel processo creativo
Quality insights in the brief If poor, push back!
Evaluating creative proposals is the creative idea a true
reflection of the Insight?Insight
Execution- Creative idea
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Handouts
About Insights
Il brief creativo:
Project description (dates, budget, type of initiative, lenght,…)
Target audience (demographics, psychographics)
Basic long term Copy Strategy Competitive information Key consumer insights Current consumer behaviour and desired
consumer response Mandatory executional elements (visuals,
demos, characters, selling line..)
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Handouts
Advertising brief and AD MAP
Execution
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L’ESECUZIONE è FONDAMENTALE
Consumers don’t see advertising briefs and communication strategy..
THEY SEE EXECUTIONS!
Elementi esecutivi
2 executional key drivers: Advertising Idea Dramatic idea execution
2 executional tools: key Benefit Visual Selling Line (Payoff)
Advertising (or Creative, or Selling) Idea – the underlying creative idea of a commercial
Definition A mind-opening thought,a creative
perspective about the brand’s strategic benefit that is executed in a way that makes it meaningful to consumer and distinctive vs. competition, hence more desirable
THE “ACID” TEST About the single minded benefit Consumer relevant Inspires consumer interest about the
benefit Distinctive vs. competition
Advertising Idea – Il suo ruolo nel processo
During creative presentations, Agency should articulate their Adv Idea and why they believe it is powerful
Clients should assess ideas basing on ACID test, discuss what they like and what should be improved, and agree which Idea to progress
Don’t be sold a bad idea basing on the promise of a good execution
Workout : scrivete l’advertising idea del copy che vedete
Creative Idea – The whites are so white that you would be proud to show them in public
Creative Idea – Removes grease even on the last item you wash
….
….
Drama The product story is presented in an
involving and provocative framework
The selling idea is visualized in the big picture and dramatized throughout the commercial: drama is quite simply, what happens in the commercial
The purpose of drama is to capture and hold consumer attention Build positive feelings vs. brand Generate interest in the strategic benefit
Therefore the story must be- interesting, not dull- focussed on what the brand does
Drama – good practices
Set up an issue
Use human relationships and empathy
Humour
Rug-pull
Challenge viewer pre-conceptions
Drama – bad practices
Complex stories/hard to understand
Cannibalizing product and benefit
Crazy/off brand character
The test Gut reaction: is it interesting? Read the storyboard, put it facedown and ask
yourself: is the story about the product benefit?
Esempi (buoni e cattivi)
Benefit Visualisation(detto anche key visual, o big picture)
Benefit Visualisation
Definition A picture or series of pictures which
translates the strategic benefit into recognizable, easily understood visuals
The purpose of Benefit visualisation is to make the benefit memorable/noticeable, credible and desirable
It must be ABOUT the benefit/the creative idea
It must be clear and impactful
Some key visuals..
Titanic King Kong …
Esempi (buoni e cattivi)
Selling Line (o payoff)
Definition A distinctive, memorable and ownable
collection of words that captures the essence of the selling idea, so that the benefit belongs to the brand
It must be ABOUT the benefit Easy to remember Stimulating
…What else? …. Just do it … Connecting people … Il meglio di un uomo Have a break. Have a ….. Per tutto il resto c’è… Smacchia a fondo senza strap Un diamante è per sempre Il posto più morbido dove mettere il naso Du gust is megli che uan Senza cuore, saremmo solo macchine Keep walking Nutre come una merenda, piace come un gelato ….. , che gambe! ….., come lava! Che mondo sarebbe senza…
Workout: li riconoscete?
Group work
Valutare una copy execution
Sintesi dell’idea
Guardate gli esempi e annotate
L’insight e L’advertising idea (ACID) Il benefit (relevant, distinctive) Il brand character (in 3 aggettivi) Overall drama
Valutate se questi elementi sono:Provocative, relevant, credible, distinctive, memorable,
about a single minded benefit
Qual è l’esecuzione più forte?
Strategic benefit – Outstanding whiteness
Selling Idea – The whites are so white that you would be proud to show them in public
Key visual: doorstep challenge
Selling line: would your whites pass the doorstep challenge?
Character: Extrovert, confident, up to date
Strategic benefit – Solves the grease problem in dishwashing
Selling Idea – Removes grease even on the last item you wash
Selling line: takes grease out of your way
Character: Upbeat, fast, modern
Role Play
Il copy meeting ideale
Sintesi dell’idea
Introduction Objectives of the meeting Review creative brief and copy strategy
Presentation Explain the copy insights and the key idea Represent the executional look and feel of the copy Make a recommendation
Discussion Listen to each other Be sure you understand the idea and the reco Stick to fundamental issues
Conclusion Agree next steps and timing Summary accuracy (wrire report)
Copy comments organizer
Sintesi dell’idea
Understanding The brief The idea What’s going on in the ad (the drama)
Evaluating Emotional: how does it make me feel? Gut feeling Rational: is this s a copy that WORKS? it ON strategy, is the Adv
Idea strong and ACID, are there strong executional elements (visual, drama, selling line)
Discussing Organise your thoughts and communicate to Agency clearly and
positively
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Handouts
Copy Comment Organizer
In Summary
Sintesi dell’idea Headline
ACB
Benefit
Reason why
Creative sparkle!
Insight
Benefit
Reason why
Brand character
ConceptStrategy/brief
Execution
Adv Idea
Visual
Visual (opt)
Tonality
Selling Line
DR
AM
A
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Handouts
Summary “Copy that works”
Round Table Summary!
..Comments?
..Questions?
GRAZIE!
Sintesi dell’idea