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PLANNING BOOT CAMP

PLANNING BOOT CAMP. Spring 2005 Based on information presented by McCann Erickson and J Walter Thompson during the AEF Visiting Professor Program Summer 2004. What’s in the Boot Camp?. Understanding brands vs. products Understanding the four phase process Discovery phase inputs

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PLANNING BOOT CAMP

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  1. PLANNING BOOT CAMP Spring 2005 Based on information presented by McCann Erickson and J Walter Thompson during the AEF Visiting Professor Program Summer 2004

  2. What’s in the Boot Camp? • Understanding brands vs. products • Understanding the four phase process • Discovery phase inputs • Brand planning & research ideas • Getting to the heart of the matter and bringing it all together

  3. We are all in the business of building brands – not products!

  4. Products Vs. Brands A product is a physical thing that is made in a factory…

  5. A brand, on the other hand, has no tangible or physical properties of its own — it exists as a mental construct in the minds of consumers.

  6. More than ever before, people today are committing to conceptual and symbolic values inherent in different brands

  7. A Brand is a mental construct indelibly burned into the hearts and minds of consumers... A cohesive tapestry of associations, feelings, and conclusions that are derived from an idea

  8. The real marketing issue then, is to buildideasthat will win the “hearts and minds” of consumers Pursue The chip A respite from passion matters everyday life

  9. The Planning Process Snap shot of the environment Understand the Brand Process to Determine Unique “Selling Idea” Consumer Validationof Communication 914 Strat

  10. Getting Started… What is going on directly in consumers’ lives and minds? What do knowledgeable “Observers of Change” see or predict about consumers? What are the undercurrents of changing consumer imagery expressed in the Media?

  11. Why do the Snapshots? • Real-time insights - new values, ideas and trends • Context and Language • Regional and Global Perspective • Consumer derived hypotheses for formal research testing

  12. So here is your Discovery phase… • Understand your client’s business, objectives, target audiences, competitive landscape & brand strengths. • Focus on (1) business (2) audience (3) category and (4) brand • Parts will be done by accounts/promotions, brand planners and media planners – creative may also review communications.

  13. Discovery Inputs • Business reviews (business plans, annual reports, interviews) • Market maps (includes current penetration and opportunities) • Competitive information (syndicated, customer focus – perceptual map) • Audience analysis (primary and secondary research; also focus on retention/loyalty; can we target customer behavior?)

  14. Discovery Inputs • Segment drivers: (1) what are the purchase decisions determinants – quality, price, convenience (2) what are the brand choice determinants – affinity, preference, awareness (3) what are the loyalty determinants – treatment, reward, satisfaction

  15. Discovery Inputs • Brand audits & communication audits • Audience experience (in the “shoes of the audience”) • Customer touch points (lifecycle journey boards – each stage map the consumer behavior to understand the drivers/determinants for decision making

  16. “MEANS” “IS” Understand the Brand:A Coherent Statement of the Brand’s Meaning and Personality… • ?Three primary meanings • ?Three dominant personality traits

  17. Ways to Understand the Brand… Brand Image Inventory Brand Projection Brand Collage Brand Meanings

  18. Brand Image Inventory • Top-of-mind associations • “Brain Dump” • Can be visual or verbal • Also useful for competitive comparisons

  19. Brand Inventory When I say _____ what comes to your mind? • Next day/Priority • Reliable • Young • Efficient • Tracking • Worldwide • Expensive • Airplanes • Brown • UPS Guys • Ground Service • Freight • Popular • Trucks • Inexpensive • Package Example: McCann Erickson

  20. Brand Projection • Projective techniques that help build a richer picture of the brand • Several exercises can be employed • …as a person • …obituary • …party

  21. Casual Clothes • Athletic Wear • Baby clothes • A Cheap, butCool Shirt • CD’s • Toaster What’s in the “Shopping Bag?” If you saw someone holding a bag from____ store, what would you think is in it? Example: McCann Erickson

  22. Towels & Sheets • Sweat Pants • Socks • Baby Clothes • Nic-Nacs • Plastic Organizational things • Garden stuff What’s in the “Shopping Bag?” McCann Erickson

  23. “The Party” If _____ threw a party what would it be like? • Barbecue on a Saturday afternoon • Hot dogs and 2 litter bottles of soda • Paper plates and plastic cups • Kids running around • I Want to get out of this party • For everybody -- young and old • Very lively • entertainment for the kids • Live Band -- rock and roll • Outdoors -- barbecue • Alcohol free punch • I’m having fun at this party

  24. Laid back • Mixed crowd • Beer and wine • Buffet style hot dinner • Any kind of music would go • I really want to stay at this party • Lunch -- Frozen/packaged foods • No alcohol… Lemonade and sodas • Moms with kids…talking about their kids • Country music • At someone's home • I have to go but don’t really want to “The Party!” If _____ threw a party what would it be like?

  25. IRON MAN FOOD

  26. A food that is a friend and ally. A symbol of inspiration, a source of strength. To Women who want to stay in shape A J. Walter Thompson Company BRANDING IDEA a

  27. The Story of Porsche – using qualitative techniques • Porsche – 1986 over 30,000 sold; 1993 less than 4000 (model change, recession, price increase…) Is it the 80s car??? • Research Part I (a) – Nonusers & thought bubbles • Part I (b) More qualitative data – 1000 people interviewed; 200 people had bad things to say.

  28. Porsche continued… • Research Part II: What is your dream car? Draw your ultimate dream car. 8-10 year olds say…. • Sports car, red, Porsche, check out the detail….

  29. Porsche continued… • Research Part III: Luxury car owners – “Draw the way you feel about your car” • BMW, Mercedes, Infiniti and Lexus: • In driveways • Outside looking in • Hood ornaments • Airbags • Luxurious leather seats • Hifi systems • Enjoyment- owning and being cocooned.

  30. Porsche – The final story • Rarely drew the car • Visceral • POV: Drivers seat • Winding road • Trees • Sun • Insight • “Love of the experience of driving” • But had a negative, serious image to overcome

  31. Brand Collage • Utilizes visuals (photos, magazines, images) to help uncover rational and emotional associations with the brand • Often times reveals latent associations • See ZMET article; Zaltman’s process

  32. Expensive Integrated Team Valued Documents Fast, Dynamic Global Reliability Technology Peace of Mind Premium Everywhere

  33. Helpful, Friendly Local, Neighborhood Family Oriented Hardworking Company Loyal, Dependable Value Worldwide

  34. Brand Meanings Means... Global Delivery Standard … Teamwork ... Important Documents Is ... Is Professional ... Is Energetic ... Is Heroic

  35. Means … Domestic Delivery ... UPS guy and truck … Bulky Packages Is... Is Familiar ... Is Friendly ... Is Strong

  36. 2 SellingIdea Selling Idea Platform 1 3 4 Brand Objective Brand Objective Brand Position Brand Position • Must Understand • Conceptual Target • Core Desire • How the Brand Fulfils it • Compelling Truth The Selling Strategy Model Has Four Critical Components McCann Erickson

  37. Conceptual Target • The “natural constituency” for the brand • Based on true consumer insight and brand knowledge • A meaningful “handle” that makes our demographic target come alive

  38. Demographics vs. Psychographics Women age 25-49 with kids Soccer Moms Frequent Business Travelers Road Warriors Adults age 39-55 with HHI $60K+ Boomer Achievers

  39. Core Desire The most relevant desire, need, hope or fear of the Conceptual Target that the brand can meaningfully address. What is important to me?

  40. Examples of Core Desire Entitle-ists Avis • A smooth-ride through a humanized car rental experience Nature Believers • To believe good places in this world where nature endures. They want to participate in the goodness of nature as a way of balancing their polluted and complicated lives. Poland Spring Silent Sufferers Monistat • Fast relief from the burning itch

  41. Role of the Brand The specific role the brand plays in satisfying this Core Desire Why is this Brand FOR ME?????

  42. Role of the Brand Your connection back to nature Example: Poland Spring Conceptual Target Nature Believers • To believe good places in this world where nature endures…so that they cab participate in the goodness of nature as a way of balancing their polluted and complicated lives. Core Desire

  43. Compelling Truth • More than just an attribute • USP or competitive advantage; one true things • The key evidence or rationale that supports the brand’s role in satisfying the Core Desire • Product • Performance • Perceptions • Values • Mythology

  44. Guess the Brand: • Ingredients – 5 ounces of milk in every slice • Product features - Cold-Filtered • Performance – The quicker picker-upper • Perceptions – The Leader (Hint: car rentals) • Company Values – Like a good neighbor • Brand Myth - _________ Country

  45. The “spark” that ignites our creative process The Selling Idea The concept that crystallizes the strategic platform into a single, focused, strategic idea

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