strategic planning guide for advertising

7/23/2019 Strategic Planning Guide for Advertising

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STRATEGIC PLANNINGFOR EFFECTIVE BRAND COMMUNICATION


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CHAPTER IINTRODUCTORY TO STRATEGIC PLANNING


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What Is Strategic Planning?

A strategy is an overall approach and plan. So Strategic Planning is the overall planning that facilitatthe good management of a process.

It gives you clarity about what you actually want to achieve and how to go about achieving it.

Strategic Planning is visionary, conceptual and directional.

Strategic Planning for a marketing communication provides a platform for communication directiosets a strategy on what you want to communicate it and to whom.

Strategic Planning for marketing communication is a comprehensive effort. It plays a vital role indeveloping accurate brand messaging and provides a forum for consistently delivering those messato market place.


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Strategic Planning enables you to answer the following questions:

What is it?

What problem are we addressing?

What difference do we want to make?

Which critical issues must we respond to?

What should our priorities be?



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Once those questions are answered, it enables you to answer the following:

What should be the objective?

What should we do to achieve the objective?

What shall we communicate?

To whom shall we communicate it to?

How should we communicate?



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Confusing Ad?

Too many messages?

Cant relate?

Boring?

Not involving?

Predictable

Lack of planning may result in...

If it doesnt touch your nerves, it aint a great communication idea!Because, great communication idea needs to connect to its consumer


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Shortage of time

Lack of involvement in strategic planning

Lack of business understanding and knowledge in an increasingly complex situation

Avoidance of risk taking

Habit of holding the old way

Barriers in Strategic Planning


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CHAPTER IISTRATEGIC PLANNING PROCESS - PART I


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How communication works?

The Conversation Analogy

Ad/PR/Event is a

form ofconversation

between Brand

and Consumers

The Challenge is

to make the

conversation

Work!


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Strategic Planning process helps to create theright conversation with the right people

in the right context.

Strategic Planning process helps you understandthe relationship between the brand and

the consumers and the contextof whichthey relate with each other.

Role of Strategic Planning


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Strategic Planning Process

Scan The Environment: Market, Consumer, Competition

Asses Current State of The Brand

Identify Critical Issues

Set Desired Future State:Target Source of Business,

Communication Objective

Gap Analysis

Explore Consumer Insights

Strategy Development:

Brand Idea,Ad Proposition

CreativeIdea


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The Market: Describe market situation where conversation must take place, identifies clients position inmarket as it currently exists, explores market trends and product consumption.

Market Size: Is the market growing/declining/stagnating? Why?

Market Share: What is your share in the market? Compare to market size? Growth of your marketshare? Share trends?

Market Trends: What sort of trends are happening in the market place?

Market Segment: Is the market segmented? How is it segmented? In which segment are you competin?

Strategic Planning Process.

Scan The Environment:Analyze The Market


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The Consumers: Describe the type of consumers of which the brand will have conversation with. Providanalysis of each of the potential target markets, regarding their use of the product and the factors affecttheir buying process. This information is gathered using a variety of research tactics and observations togather facts about buying process.

Demographic: Gender, Age, Race, Professions, SES Level, Education.

Geographic: National vs Regional vs Local.

Psychographic: habits, attitudes, likes and dislikes, what do they believe in, aspirations.

Behavioristic: how do they behave, how do they buy the product, how do they use the product, whatthey feel about the product.

Drivers and barriers towards the category and the brand.


Scan The Environment:Analyze Your Consumers


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The Competition: Describe the competitive situation in which the brand competes, identify key players defines their positions, strategies and initiatives.

Who are they?

What are their share in the market? What did they do significantly different in gaining their share?

What are they claiming? What are their competitive advantage? Is the message any different? Howdifferent can we be?

Map out the claim


Scan The Environment:Analyze Your Competition


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The Brand: Describe attitudes of the brand that will influence the conversation

Product attributes: What do we have and offer to consumers? What are the benefits?

Positioning: How is the brand different from others? Does the brand stand out?

Values: What values does the brand stand for?

Drivers to the brand: What drives consumers to our brand?

Barriers to the brand: What stops consumers in using/buying the brand?

Price: Hows our price compare to competition?


Asses Current State ofYour Brand:


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Identify critical issues that the brand need to tackle and describe the motives behind the conversation

Is there a wrong perception towards the product?

Do we need to enhance or shift consumers mindset towards the product?

Are there consumers need that are unmeet? Or, do we need to raise and create the need?

Is the brand losing its customers?

Is the product benefit understood?


Identify Critical Issues:


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SOB: Identify who the brand will likely get the share from. Key target shall be identified given the

competitive situation, growth potential and product offering of the client. This target SOB will provide tbest opportunity to develop strong brand awareness and will maximize the potential for both market shand revenue growth.

Currents users of the brand

Other brand users

Lapsed users: Those who have used the brand but stopped

Non users of category


Identify Source of Business:


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CHAPTER IIISTRATEGIC PLANNING PROCESS - PART II

SETTING COMMUNICATION OBJECTIVE AND THE BRAND STAGES


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Marketing Communication sole purpose is to affect consumer in one way or another,so w

the time comes to make a brand choice, they choose the brand over the others.

Communication Objective shall be clear, precise, hitting straight at the issue or the cau

and at the same time stimulating and aspiring creativeso any communication materia

executed prepares the target consumer for that moment of choice.

It all starts from a clearCommunication Objective.


The Basic Objective of Communication


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To tell people about the new packaging of Cooking Powder.

To give awareness about new Motorcycle stripping.

To make people understand about The Brand.

To introduce consumer a new program by Brand.

To maximize selling of a Brand.

To raise market sharing of a Brand.


The Basic Objective of CommunicationBad Examples:


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To raise curiosity about Smart Phone Technology.

Positioning Apple as leading Technology Brand with innovation.

Switch the mindset of Light Snack consumers.

Build consumers habit of using a Motorcycle.

To alert consumers about the danger of a disease.

To provoke consumers to change Cigarettes Brand to Sampoerna Mild.

To dramatize Brand, like you cannot live without it.


The Basic Objective of CommunicationGood Examples:


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Brand Stages: Stages in which person-to-brand relationship develop. There are 5 distinctive stages.

No Brand Experience

Trial Purchase

Brand in Repertoire/Brand in Consideration

Most Purchased Brand

Only Brand Purchased


Stages of The Brand:


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Brand characteristics:

No awareness/brand unknown.

Low familiarity towards the brand.

Weak brand associations.

Low understanding in brand benefits/product knowledge

Brand not yet relevant.

Eg: New brands/New product category.


Stages of The Brand:Stage 1 - No Brand Experience


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What would consumers learn in the first stage:

Brand name.

Category it is in.

Whats in it for me.

It is the brand for me or not.

How would consumers react in the first stage:

Positive: Interest, acceptance

Negative: Ignore, rejection

What should be the communication objective:

Raise interest towards the brand/product

Educate brand/product benefit

Build relevance/connect with costumers interest/need


Stages of The Brand:Stage 1 - No Brand Experience


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Aided awareness.

Low acceptance in brand repertoire.

Low level of interest & relevance.

Non commitment towards the brand/no brand preference

Mild positive feelings towards the brand/understand brand promise/benefits

Eg: Newly launched brands or newly introduced product category


Stages of The Brand:Stage 2 - Trial Purchase


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What would consumers learn in the second stage:

Is it the brand for me or not.

Does the brand meet my expectations.

Would I buy it again or not.

How would consumers react in the second stage:

Positive: First purchase turn into second purchase

Negative: First purchase is the end of the process


Induce trial/re-trial

Elevate level of interest - Make the brand desirable

Increase familiarity of the brand

Build brand associations/brand meanings


Stages of The Brand:Stage 2 - Trial Purchase


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Spontaneous awareness.

More elaborated brand beliefs/benefits.

Increased brand associations/meanings.

Positive value perception of the brand.

Included in consideration set.

Intensified emotional response for the brand.

Eg: Established brand/brand in growing stage.


Stages of The Brand:Stage 3 - Brand in Repertoire


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What would consumers learn in the third stage:

Increased brand experience.

Evaluation of habit formation.

How would consumers react in the third stage:

Positive: Buy the brand regularly

Negative: Buy the brand occasionally, may result to switch out


Enhanced brand meanings/beliefs

Enhance positive attitude

Form habit towards the brand/product


Stages of The Brand:Stage 3 - Brand in Repertoire

S Pl P


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Top of mind awareness.

High salience of brand benefits.

Strong brand associations.

Concurrence with brand ideal.

Intense emotional response.

Brand commitment.

Eg: Leading brand.


Stages of The Brand:Stage 4 - Most Purchased Brand

S i Pl i P


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What would consumers learn in the fourth stage:

Intensive brand experience.

Brand buying satisfaction.

Habit formation.

Brand name becomes generic for the category.

How would consumers react in the fourth stage:

Positive: Becomes a trusted brand which will lead into loyalty

Negative: Decrease in frequency than turn into brand shifts


Extend brand meanings/brand diversification

Elevate brand value

Create greater emotional bonding with consumers


Stages of The Brand:Stage 4 - Most Purchased Brand

St t i Pl i P


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Only brand accepted.

High emotional attachment.

Strong brand ties.

Brand support self concept.

Eg: Brand leader.


Stages of The Brand:Stage 5 - Only Brand Purchased



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What would consumers learn in the fifth stage:

Strong brand bonding - brand as a part of the consumers life.

Cant live without brand - would postpone purchase if not available.

How would consumers react in the fifth stage:

Positive: 100% (or almost 100%) brand loyal - normally occupies only 10-20% of total consumers

Negative: Sensitive to the brand changes - should the brand evolves.


Enhance brand experience of loyal users

Dramatize life without it

Provoke non users/switch mindset of non users


Stages of The Brand:Stage 5 - Only Brand Purchased



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What makes communication objective compelling?

It inspire creative

Simple, not loaded with word but portray clarity of thought

Understand where the problem lies, who the ad should target to

Know exactly what is the task of advertising


Good Communication Objective

Be focused! Each advertising task is different. Each demands different

communication strategy and require different focus to the briefing!


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CHAPTER IVSTRATEGIC PLANNING PROCESS - PART III

IDENTIFYING CONSUMER INSIGHTS



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A simple, universal human truththat will connect your

consumers to your brand

It touches the nerve, hits the hot button, cuts through and

resonates with the people


Definition ofConsumer Insights:



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Insights set the brand apart by focusing on a desirable differen

which forms a closer relationship with the consumers

Insights inspire great creative ideaswhich deeply connect w

the consumers

Insights marriesthe brand to the consumers


What Would InsightsDo to Your Brand?



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Great brands have Brand Ideasbefore they have creative ideas

Great Creative Ideasare based on great consumer insights

Great Consumer Insightsare derived from depth understandi

on the brand, consumer and the context.


What MakesA Great Brand?



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A simple idea of the brand that consumers have in mind

An idea that is both motivating and differentiating for consumers

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What Exactly isA Brand Idea?



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g g

Behind Great Brand,There is Great Brand Idea.

Behind Great Creative Idea,There is Great Consumers Insights.

Just Do It

How Low Can You Go

Pria Punya Selera

Jagonya Ayam

Lifes Good

Connecting People

Selera Indonesia

Think Different

These Ads touch the nerves, memorable, connectswithconsumers and stays in the mindof consumers.

One Heart

Setia Setiap Saat

Ga Ada Lo Ga Rame

Im Loving It

Semakin Di Depan

Diputar, Dijilat, Dicelup

etc



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Key Elements To MakeCommunication Works.

BRAND

What It Is?What It Stands For?Benefits, ValuesBeliefs, Personality

A single, relevant andmotivating truth aboutthe brand.

Who They Are?What They Like?

What They Aspire To?Habits & Attitude

POINT OF VIEW

TARGET

CONSUMER



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Key Elements To MakeCommunication Works.

BRAND

MARKETCONTEXT

COMPETITIVECONTEXT

MEDIAENVIRONMENT

POINT OF VIEW

TARGETCONSUMER



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The Discovery Process

Understand the brand and its business issue

Learn your consumer

Learn the context (the market, the competition, the trend) seek

inspiration from outside

Make connections between the brand, the consumers

and the context.

Insight Are Not Given.They Have to be Discovered!



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Insight Are Not Given.They Have to be Discovered!

CONSUMER CONTEXT

BRAND

CONSUMERINSIGHTS



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A Need

An Objective

A Problem

The Manufacturers Wish

Tone and Manner

A Reason Why

What Insight is NOT?



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Need

What Insight is NOT?Some Examples

Insight

To drive safely Life is so precious that your fear of failinto protect your loved ones.

To get together and hang out with friends Everything will be a blast when done

together with friends

To have smooth, unbroken communication Everyone fears of failing communicateespecially under emergency situations

To remove stains and dirts If you dont let your children get dirty, th

wont learn



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The Challenge is...

How To find the most POWERFUL one.

Powerful Insight = Most Relevant toconsumer = Most Relevant to TheBrand.

There is No Right orWrong Insights!



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Do you like it?

Would you remember it?

Does it feel personally relevant?

Does it move you closer to the brand?

Would you buy it?

What MakesA Great Insight?


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CHAPTER VSTRATEGIC PLANNING PROCESS - PART IV

ROUTES OF PROPOSITION: TECHNIQUE IN BUILDING BRAND PROPOSITION


Wh i


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Proposition is the point of conversation, a selling point about the

brand.

It reflects the brand idea

What isA Proposition?

CONSUMER CONTEXT

BRAND

CONSUMER

INSIGHTS PROPOSITION:Point of Conversation.

A Selling Point About The Brand


Th P i i


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The PropositionProposition Routes:

A. Product Characteristic Based:

Ingredients

Texture

Performance

Packaging

Country of Origin

Disposable/Refillable


Th P i i


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B. User Characteristic Based:

Celebrities use it

Expert recommendation

Exclusivity (only few can afford it)

Brand that most people use

Professionals use it


Th P iti


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C. Disadvantage of Non Use:

How you could lose out

Risk of damage

Missed opportunity


Th P iti


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D. Ways of Using Product:

To share

Gifting

To indulge/treat yourself

Various ways of using/eating product


Th P iti


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E. How Product Is Made:

High precision

German technology

Specially handcrafted

Perfect subliminal


The Proposition


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F. Image Characteristic:

High quality

Good value

Friendly

Exotic

High tech

Contemporary


The Proposition


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G. Satisfying Psychological Needs:

Thirst

Hunger

Social Status

Self Confidence

Being A Good Mom/Wife


The Proposition


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H. Direct Comparison With Competitors:

Product Comparison

I. Newsworthiness:

New

Improved Formula

Latest Technology

Anniversary


The Proposition


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J. Generic Benefit:

Claiming the generic benefit to set the high ground

K. Surprising Facts About The Product:

ie: Contain X that is able to reduce cholesterol

L. Unique Benefit:

Only brand X that has...


The Proposition


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M. Price Characteristic:

Better Value

Lasts Longer

Money Off Offer

N. Product Heritage:

Established Since...

The Founders

Mom/Dad use it


The Key to Find


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Pick The Route that...

Speaks about the brand

Sparks a Point of Difference for the brand

Relates to your consumers

The Key to FindA Powerful Proposition


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CHAPTER VIBUILDING BRAND ROADMAPAND BRAND EQUITY

Brand Evolution


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Brand/Product Proposition can be changed, rejuvenated or updated when:

No longer relevant to consumers needs

Market has changed

Competitive context evolved

Brand evolved

Brand Evolution

Brand Roadmap


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Brand Roadmap is a journey of a brand. The journey where it will take the bra

to its final destination.

In the brand journey, the brand reaches different points and stages of the branmarket and consumer context. The changes in the context will affect the way brand communicate to its target.

It is therefore important to design a brand roadmap to get the brand to its fingoal and destination. It gives direction and compass for the brand.

With the brand roadmap, brand equity are kept in-tact and proposition is madto be relevant to the context where it belongs.

Brand Roadmap

Brand Roadmap - Examples - A Mild


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Brand Roadmap Examples A Mild

1988 2000 2012

Brand Stages

No Brand Experience

SOB

Non Users

Objective

Raise Curiosity

Proposition

How Low Can Yo Go

Brand Stages

Most Purchase

SOB

Existing & Non User

Objective

Extend Meaning

Proposition

Other Can Only

Follow

Brand Stages

Only Brand

SOB

Existing & Non User

Objective

Enhance

Proposition

Go Ahead

Brand Equity


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A set of brand assets contributing to the value of the bran

Brand name, symbols, associations or perceived image andother brand identity are the brand assets that formed branequity.

Brand Equity

Brand Equity Tool


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Brand Equity Tool

Initial

EquitySignals

How we want ourcustomer to recognize

our Brand.

Rational

Assets

What we want our

Brands functional

attributes to be.

EmotionalAssets

What will be our

Brands image and

personality.

CoreMotivationto Pay

Why will customers

choose our Brand.

BrandEssence

Brand Equity Tool - Example - Levis


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q y p

Initial

EquitySignals

Brand Name. Logo.Leather Patch. Bird on

back pocket.

Rational

Assets

Assurance of quality.

Special designed.

EmotionalAssets

Freedom. Expressive.

Individualist. Bold. Sexy.

Iconic. Original.International Brand.

CoreMotivationto Pay

The Original. Quality in

Style.

BrandEssence

Iconic OriginalJeans.

Good Strategic Planners Are...


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They are visionary and future focused, spending most of their time looking

forward.

They are system thinkers seeking to understand the root causes and forces thshape the issues and challenges they will face.

They have deep appreciation of the strength of diversity, understanding thatdiversity promotes creativity and innovation.

They are risk takers, balancing the needs to take chances.

They are good communicators, understanding the importance of effectivecommunication at all levels.

g


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GOOD LUCKAND

THANK YOUIDEALIGHT - FEBRUARY 2013

strategic planning guide for advertising

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