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This set of slides was used to illustrate the first session of HYPE, the young planners education programme of APG Belgium. The presentation was held on Tuesday October 18, 2011. This deck contains the slides of Tom Theys' part of the presentation, not the part from Heather LeFevre from Strawberry Frog.
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October 18th, 2011HYPE – Tom Theys & Heather LeFevre
the Strategic Leap
Let’s get to know each other.
© AMC
A few words about ourselves.
Tom Theys
Heather LeFevre
No kidding!
Now let’s get started.
Via LaVieBoston.com, found by dannidupa
A definition
WTF is a planner?
A planner creates directions.
A creative director directs creatives.
The strategic leap
A definition
WTF is a strategy?
Strategy =
a plan of action designed to achieve
a particular goal.
Hi, I’m the client.
I have a problem.
Hi, I’m the creative.
I have many problems.
Hello, I’m the planner!Boy! Do you have a problem…
Being bought. Being talked about.
The challenge:marry them
F.U.Q.FREQUENTLY UNASKED QUESTIONS
Frequently unasked questions Where does the strategy come from?
What’s a strategy good for?
How to check if I’m on the right track?
What’s good and bad? And in between?
Why don’t the creatives do what I tell them?
How can I build up to a solid strategy?
A few rules of Tomthumb
It’s the economy, stupid!
Find the business challenge
© GETTY IMAGES
Find the business challenge
Step 1
Link to what’s on in society
Link to what’s on in society
Step 2
Define the role of your brand
Define the role of your brand
Step 3
Make it sound fresh and new
Make it sound fresh and new
Step 4
© PHOTOTFUNIA
H Y P E
Honda GRRR
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
H Y P E
Best job in the world
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
H Y P E
Domino’s
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
HOW DO I GET
THERE?
Ok, but uhm…
7 tips & tricksbefore I retire
1. Find the real problem
Ex: IKEA and Swedish design in UK
2. Find the 3rd way
Ex: weekendesk / Bongo, Dulux – colour project
3. Find an other market
Ex: Playstation isn’t a game console, it’s home entertainment
4. Find a bigger meaning
Ex: Olive oil isn’t about oil, it’s about a healthy ‘ceasing life’-styleEurostar isn’t a train, it’s a destination
5. Look for ‘the other side’
Aka: what is surprisingly uncommon?
Ex: Dove – real women, Ebay – unwanted presents, Burger King – delist the Whopper
6. Use a distant parallel
AKA: steal great ideas« the Rolls Royce of beers », …
Ex: IKEA – shopwalk based on MoMA New York
7. First prove, then promise
AKA: if I can’t see it, it doesn’t exist
Ex: Domino’s Pizza, MELK – Leon case, $73.000 bar tab
About the task.
WTF?Make a ‘point’ -> strategic recommendation
Present it on December 13
Max 20 minutes
Work and present in team
Theme:
City Marketing
Client:
Brussels (region or city)
Task:
3 to choose from
© PHOTOTFUNIA
Pick one:
OPTION 1
Attract students to
come to study in Brussels
OPTION 2
Make Brussels attractive as a business city
OPTION 3
Attract wealthier families to come and
live in Brussels
So what to do?
Don’t follow this scheme rigourously but remember to be clear on:
‘Business’ objective: What do you want to achieve?
Insight / change:Who’s the target?
What change do you want them to make?
Strategic idea:What would be the idea to make that change?
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