the role of strategy source: cubagallery. my client portfolio
TRANSCRIPT
THE ROLE OF STRATEGY
Source: cubagallery
My Client Portfolio
How I Spend My Time
80%
20%
Questions to ask me
How are Unibet embracingdigital and how can we help?
Have you see our latest research?
What are we good and bad at?
Would you like to come tolunch?
How does 60% added value sound?
What market share is that?
Have you heard of our new editor she’s amazing?
Questions not to ask me
How does the strategic planning
process work?
Source: Flickr.com
Our Centre of Gravity
Connect our client’s brands with the right consumers and deliver ROI
The Strategic Planning Process
Category, Brand and Context Immersion
What are the latest communication trends?
What are the latest consumer trends?
What is going on in the category?
How is my brand behaving?
How are my competitors behaving?
Defining the Focus of Effort
Target Audience Discovery
Who is my target audience?
What matters to her/him?
What influences her/him?
When is my target audience most receptive to advertising?
How does she/he engage with media?
The Strategy and Idea
How will I use media to answer the communication task?
What idea/context will make my target engage with my brand?
Channel Selection and Role
Which channels provide the best brand experience?
Which channels are most efficient?
What is the role of each channel?
Measurement and Effectiveness
Did we achieve our objectives?
What worked what didn’t?
What gave us the biggest return on our investment?
Source: slashergear.com
How can you engage in the process?
Media Owners are Strategic Partners
Source: Ignition.com
How to best approach a
brief
The Golden Circle
Why
How
What What you do
How you do it
Why you do it
An Example
How Apple Could Approach Marketing
Why
How
What “We make great computers”
“We produce products that are beautifully designed, easy to useand user friendly”
“Want to buy one?”
How Apple Actually Approach Marketing
Why
How
What “We just happen to make great computers, want to buy one?”
“We produce products that are beautifully designed, easy to use and user friendly”
“Everything we do we believe inchallenging the status quo. We believein acting differently”
How to Pitch Your Ideas
Why
How
What What makes you different? Whatmakes your idea unique?
How you do you plan to use yourservices that is specific to this brand?
Why is your idea relevant to theinsight/audience or brand?
The Bottom Line
People don’t buy what you do, they buy WHY you do it
Agencies don’t buy the services you offer, they buy WHY those services are relevant
Source: Flickr.com
The processbegins witha great brief
Your Checklist
Tips for the Way you Respond
Be focused on the brief, not what you’ve got to sell
Use the language of the brief…authentically
Connect your audience to theirs… not demographics
Talk about your media brand… not your media vehicle
Less is more
Your Brief
Your Brief
Heineken is a global partner of the Rugby World Cup
Our target audience are up market, defined Men of the World
How can we position Heineken’s association with this event in the Australia market to this audience?
Our objective is to tell as many Men of the World as possible and to drive sales of the product
Measurement is via competition entries, reach and frequency, pack sales and PR
Key Questions : How would you use your channels to deliver against the insight and answer this brief? Why are they relevant? Do you have any relevant research?