the what, how & why of account planning
DESCRIPTION
One practitioner's view of the discipline of Account Planning, based on a 15 year career at top US agencies.TRANSCRIPT
Picture of campfire
The what, how and why ofAccount Planning.
Guy Gould-Davies, Driving Insights Inc.
September 29th 2009
An odd term given what itdescribes
“Planning is the application of disciplinedand insightful strategic thinking, groundedin target audience insights, which has asignificant and demonstrable impact onthe quality and effectiveness of a brand’smarketing message and communications”
- APG:UK
What is a brand?
COMPANY CONSUMER
BRAND
COMPANY CONSUMER
Product
Price
Place
Distribution
Marketing
BRAND
Real self
Ideal Self Other Self
Ideal Self Other Self
Real self
COMPANY CONSUMER
Product
Price
Place
Distribution
Marketing
Outlook/mindset
Desires
Beliefs/values
Roles
Attitudes andopinions
BRAND
Most of the time it’s tackling“the pretty good problem”
Scion XA
Ford Focus Sedan
Kia SpectraHatchback
Hyundai ElantraSedan
Hyundai ElantraHatchback
Toyota Matrix
Ford FocusHatchback
Kia SpectraSedan
$349.99 $249.99$249.99$349.99$299.99
$249.99 $279.99 $349.99 $299.99 $239.99
We’re problem solvers
People say theydon’t need the
service and havewell rehearsed
reasons why not
We’re change agents
Continue todrive saleswithout anynew product
news
“We sell or else”
David Ogilvy
What makes us different?
We’re able to see things otherpeople can’t
Seeing and hearingIn what’s present and what’s missing
SB print work
SB print work
We provide insight
It is the inspiration tohelp people see differently
Think Feel
…to change the relationshipsthat matter
“At the heart of an effective creative philosophy is the belief thatnothing is so powerful as an insight into human nature, what
compulsions drive a man, what instincts dominate his actions, eventhough his language so often camouflages what really motivates
him. For if you know these things about man you can touch him atthe core of his being.”
Bill Bernbach
Heady stuff!How do we do it?
Combine several disciplines
Consumerbehavior
Buyingcontext
AnthropologyHumancontext
Psychology andsociology
Individual &group context
Marketing
Brands
Business
Communications
A range of activities
Create a single cohesive context
• Brand• Consumer• Communications• Business
Mobile messaging landscape
reliability speed portability
clarity coverage price
Verizon
T Mobile
AT&T
sprint
AT&T
Sprint
Verizon
A range of activities
Create a single cohesive context
• Brand• Consumer• Communications• Business
Exploration of:• Relationships• Issues• Opportunities
Tell the story that inspires belief and action
• Emotional and rationalconviction
Research
A blend of skills
Imagination & possibilityCreativity and inspiration
IntuitionArt
RIGHT
Rigor and disciplineAnalysis and deduction
InformedScience
LEFT
A way of thinking
A productingredientactively
discouragespeople from
buying it
People say theydon’t need the
service and havewell rehearsed
reasons why not
Walking around the problem
Consumer relationships provide context
What are they buying?
How do they buy?
Why are they buying?
Features?
Benefits?
CATEGORYLIFE/CULTURE PRODUCTSBRANDS
Brandperceptions?
Brandpositioning?
Broader influencesand trends?
Wider meaning andsignificance tap into?
People don’ttrust the brand
The ‘rules’ that anchor relationships are often mistakenfor incontrovertible facts.
Challenging rules can create new opportunities.
Something to bear in mind
Parting thoughts
• Be relentlessly curious
• Accept your solving a puzzle, it won't be donewell in a linear way
• Walk around a problem and look at it fromdifferent angles
• Go after sacred cows, conventions and rulesthat have gone unchallenged and can unlockopportunity
• Believe in the possibility of every assignment
Thank you
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