!

!

�1

not just for rocket scientists BU School of Management

4.10.14

ross cidlowski

11+ years advertising & innovation San Francisco, New York, Boston

HI. I’M ROSS

New Dad Sneakerhead Tarheel

•Source: NYC Photo Chris Ozer

!

!

SOME AGENCIES

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!

SOME CLIENTS

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RESEARCH

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Interesting data is all around us.

!

Collecting that interesting data makes it possible to do great work.

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Some people live at the intersection of research and marketing.

!

!

ITS NOT JUST FOR ROCKET SCIENTISTS

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ACCOUNT PLANNERS

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GET PAID TO UNCOVER PEOPLE’S LIVES

INVENTED IN THE 1960S

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“Planners are in a unique position in their jobs because they have an understanding of the audience through research expertise AND an understanding of how it will be applied within their own business, thus they provide a crucial bridge.”

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- Merry Baskin

PLANNING IS

�10•source: farrah bostic

PLANNING IS ABOUT INCREASING YOUR SHOOTING PERCENTAGE

�11•Source: M!

PLANNING......

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Gets different disciplines into the conversation

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Is a tool for new business

!

Helps the creative work and work harder

!

Makes the agency smarter

Effectiveness

PLANNING IS MEASURED ON ONE THING

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Planners build knowledge through observation & validation

• Above all else, ensure the work actually works

•? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? ? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? •? WHAT DO PLANNERS DO?

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•? •?

PLANNERS WEAR MANY HATS

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Makers

Sociologists

Researchers

Explorers

Storytellers

Culturists

!

Why would people to eat a candy bar unchanged since the 1960s?

EXPLORERS

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How do we put wonder in a can?

How do we regain trust when we are a meme for bad?

RESPONSIBILITY PROJECT

STORYTELLERS

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CULTURISTS

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RESEARCHERS

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SOCIO-PSYCH-OLOGISTS

MAKERS

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Make the advertising happen

Make the advertising good

Make the advertising work

- CONTROLLED FRICTIONWHERE WE FIT

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Account

Creative

Planning

Source: Gareth Kay

THE PLANNING PROCESS

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Defining the problem

Building Insights & Strategies

Inspiring Creatives

Selling the Work

Measuring Impact

REAL PLANNING

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I. DEFINING THE PROBLEM

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Most of the time SOMETHING IS WRONG --> enter the agency

The target, the competitive set, the benefit, the proposition, not enough information, etc

!

The other half of the time, the problem isn’t clearly defined enough:

Telling your agency your brand lacks awareness is like telling the doctor something hurts

2008 financial crisis

Changed financial mindset & the world forever

!

!

Lack financial institution trust

Consumers eyes-wide open & wallets half-shut

A LOSS OF TRUST

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Endless research methodologies, it boils down to 2 types:

Qualitative - Rich immersive learnings & data through people’s true thoughts, feelings and actions

!

Quantitative - Studies that effectively engage larger populations for data set validation

ENTER RESEARCH

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Pros Deep dives & serendipitous discovery

Cons Limited sample size

QUALITATIVE RESEARCH

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Focus / friendship groups Roundtable discussions on particular topic (product, brand, behavior)

Ethnographies Intimate immersions uncover context of real-world consumer experiences

User/ experience testing Usability learning centered around product interactions

Message Testing Determines core responses how consumers relate to key messages such as motivation, branding, and cohesiveness

Positioning Determines key point of differentiation amongst category and beyond

Concept testing & development Evaluates messages / features through exploration and comparison

Branding Understand consumers social and internal perception of “brand” for effective positioning

QUANTITATIVE RESEARCH

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Pros Scale and validation; clients love data!

Cons Pre-defined exploration; can’t capture cultural cues

Segmentation Data variables based on correlation; often used for prioritizing consumer groups

Factor Analysis Correlates large number of variables to determine basic factor relationships

Cluster Analysis Data based on grouping people on demographics & psychographics

Attitude & Usage Behavior, knowledge, perceptions, attitudes, and brand use to be applied to positioning, product development, creative strategy, or market segments

Omnibus Data on variety of subjects is collected during same interview

Panels Recruited users answer series of questions across different topics

Copytesting Diagnostic(story, credibility, uniqueness, stand out) and Evaluative (engagement, communication, motivation

Product / Concept Testing Scoring products based on attributes to determine benchmarks

!Secondary Digging

RESEARCH OVERVIEW

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Qualitative Focus Groups

Quantitative Concept Testing & Optimization

Citizen & User Experiences

Global Unmet Needs Study

!

Semiotics Braintrust discussions

Cultural Anthropology

Quantitative Panel Research

“If I had asked people what they wanted, they would have said faster horses” - Henry Ford

RESEARCH IS A MEANS TO UNDERSTANDING NOT THE END ALL BE ALL

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Insights are profound human truths specific about people, categories, products, businesses, and brands that are presented in a fresh stimulating way

II. BUILDING INSIGHTS

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ISNT

Kids like to build stuff. Parents like when their kids build things because it keeps kids busy and teaches them how to problem solve.

!

IS

Parents believe that children who are creative problem solvers will do better and achieve more in their personal and professional lives.

INSIGHT

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DIFFERENT TYPES OF INSIGHTS

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INSIGHTS DON’T JUST REFLECT REALITY

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“It’s illuminating & romantic”

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(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in a space ship” - Lance Jensen

GOOD INSIGHTS CAN LEAD TO GREAT WORK

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Brand History / Equity / Values

Mission Statement

Brand Tracker

Stakeholder Interviews

GETTING TO GOOD INSIGHTS

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Business Brand

Consumer Engagement

Cultural Context / Attitudes / Motivations

3rd party data

Quantitative Surveys

Qualitative Research

Social Listening

Market Share & Competitive Data

Competitrak

Financial Analyst Reports

Sales Trends

Behaviors / Media / Purchase

Experiential Research

Customer Journeys

Qual & Quant Research

Who we trust has changed

Our biggest challenge was just as we were trying to build relationships, our category and our company are challenged by a loss of trust

END OF INSTITUTIONAL ERA

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0%

10%

20%

30%

40%

1973% 2010%

30%

17%

General Social Survey, University of Chicago!

There’s been a decades-long trust decline in institutions

And, trust in other people is replacing the void

0%

20%

40%

60%

80%

2002# 2012#

22%

72%$

Edelman Trust Barometer, 2012!

The time when we turned to institutions to form opinions and make decisions has ended. Over the past 30 years, we’ve witnessed this steady decline and entered a new era.!!

One that represents a fundamental shift in how we access information and influence our lives. It’s called the Human Era – and it’s based on mutuality and respect. Where people connect with one another at eye level.!!

And everyone has a voice."!

HUMANERABRANDS.COM"

WE ARE LIVING IN THE HUMAN ERA

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Capture value!!Inside–out!!Transactions!!Hierarchy!!Acquisition!!

Create value!!Outside–in !!Relationships!!Network!!Organic Growth!!

CULTURE HAS SHIFTED FROM THE INSTITUTIONAL ERA TO THE HUMAN ERA, IMPACTING HOW BRANDS NEED TO ACT

INSIGHTS ARE THE BASIS FOR ALL MARKETING

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Insights

Positioning

Creative Media Content

All Marketing Efforts

insights become foundation for all marketing

Source: Rowena Alston

Belief

Behavior

II. SETTING THE STRATEGY

�42source: mike aruz

TURNING INSIGHTS INTO STRATEGIES TAKES TIME

�43•source: Core 77

•TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE �44

III. INSPIRING CREATIVES

Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.

THE BRIEF

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Write the brief Get some account and media suggestions Simplify the problem

Get away from the idea

Come back & crack the idea

Feed bits of inspiration

Give them something helpful

Build your strategic fortress

Source: Heidi Hackemer

Rewrite the brief

CREATIVE STIMULUS

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adaptability optimism

betterment community

what really matters

Come Correct Building Sessions

Be Positive

Start with the good parts

Collaborate but respect space

Keep bitching to a minimum

CREATIVE GUIDANCE STRATEGIES

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It’s not easy being a Creative Intense pressure

Weird hours

Each works differently

IV. SELLING THE WORK

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ALWAYS BE SELLING

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Don’t accept the client’s frame of the problem. Reframe in the terms that

are surprising but make your answer inevitable and inarguable

Bring the idea to life in ANY way possible

Tell a story: the power of an idea, the problem, an even bigger problem,

catalyst for change, how we know we’re right

Sell early and often: Planner’s should never hide, be front and center selling

the mythical creative with an effective strategy

!

•Source: Rowena Alston

V. MEASURING IMPACT

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Old world wait for 3/6/12 months sales data

New World real-time measurement & reporting for 24/7 optimization

Work can always be made better - culture & consumer behavior shifts

Planners work with media & analytics:

•Define program goals

•Develop learning & measurement plans

V. MEASURING IMPACT

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Test Measure Learn Optimize

Analytics

Brand Tracking

Engagement Measurement

Buzz Metrics

Source: Rowena Alston

STOCK

RESULTS

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TRUST CUSTOMER SATISFACTION & FAVORABILITY

Rich Equity - Japanese heritage !Limited Growth - Lack of distribution & a small budget !Nationwide qualitative research - Understand imported beer category dynamics and potential barriers for adoption!The Issue - When asked to identify a Sapporo, consumers drew the 20oz silver can, which hadn’t changed in 20 years, and was found only in convenience stores. !The Truth - Sapporo’s biggest equity lay outside the primary engagement point of sushi restaurants.!The Solve - Bring the Sapporo can to the people and the places where they expect it it via programs of discovery.!Results - In the year following the events, the brand grew 11% and gained 2% category share in the US; which was over 50%; double its nearest competitors combined.!

CASE STUDY - SAPPORO

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GOOD RESEARCH THAT LED TO GOOD STRATEGY

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20 years!

IDENTIFY CATEGORY SAMENESS & DO THE OPPOSITE

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WANT TO BE A PLANNER?

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MY CAREER PATH WAS SURPRISING

�57

School History Major

Journalism Minor

Portfolio School

Planner

Internship

Self Marketing

Freelance

Internship

IDEAL PLANNER DNA

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!

A good intellect & innate curiosity

Capable of daring leaps

Humanity and empathy

A dose of anxiety

Weird wiring

Geeking out

Ability to perform

Brave

•*SUBJECT TO CHANGE WITHOUT RHYME OR REASON AT ANY GIVEN MOMENT. YOUR PLANNING LICENSE CAN BE REVOKED WITHOUT ADVANCE NOTICE. NO AGENCY SHALL BE RESPONSIBLE FOR EMOTIONAL OR PSYCHOLOGICAL STRESS AS A RESULT.

New business scour on blogs & social media,

A DAY IN YOUR LIFE*

�59

•Competitive Dig for Market Analysis

•Write tactical brief for Dunkin Donuts Summer Promotion Biscuit Breakfast

•Sharing stimulus in creative briefing

•Developing hypotheses & initiatives for go-to-market launch strategy on Cigna

•Get Organized for day and week ahead

READ THESE

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Gareth Kay

FOLLOW THEM

�61

•Mark Earls •Russell •Heather LeFevre

HIRE ME?

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“THE WAY TO BE INTERESTING IS TO BE INTERESTED.” - RUSSELL DAVIES

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You’d be surprised how much easier it’s for people to discuss tangible things. It gives you a perspective and a chance to show off how you think. Go make something, right or wrong, and see what it inspires.

MAKE STUFF

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“Consistency is the last refuge of the unimaginative” - Oscar Wilde

DONT BE AFRAID OF FAILURE

�65•Source: Gareth Kay / Mark Lewis

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QUESTIONS / THOUGHTS / COMMENTS

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THANKS�68

•  

tavarua@hotmail.com

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