Introduction to Strategy - Panteion University, Ad & PR Lab

Hello 1story-tellers

FB: Lina KiriakouTwitter: fraoulinaLinkedin: Lina KiriakouInstagram: fraoulinaE-mail: ideastodeath@gmail.com

Digital DirectorFocus on New Business

Until then…

This semester is about STRATEGY

discuss strategy engage in workshops get the main brief of

the semester (surprise) work on some other

fun stuff come up with the final

presentation on the main brief

The plan is…

Please respect the main structure(while discovering additional rules that work for you along the way)

What is Strategy exactly?

Strategy (from Greek στρατηγία stratēgia, "art of troop leader; office of general, command, generalship”) is a high level plan to achieve one or more goals under conditions of uncertainty. 

(Source: Wikipedia)

It can refer to any discipline

Fighting a war Maneuvering politics Achieving a contract/making a deal Communicating a brand Positioning yourself in a social circle Acquiring a job Getting into a relationship Running a company

etc.

(Source: http://www.brainpickings.org/2013/07/30/david-ogilvy-principles-of-creative-management/

)

“The supreme art of war is to subdue the enemy without fighting.”

“In the midst of chaos, there is also opportunity.”

“Pretend inferiority and encourage his arrogance.”

“Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”

“Know the enemy and know yourself; in a hundred battles you will never be in peril”

It goes way back

Business is a modern-day war

A strategist is like a general

Has the big picture in mind Has an overview of multiple units Is assigned with the job of perfectly orchestrating 

all available resources

By observing the outcome of battles, adjusts movements to the end goal.(sacrifices may be necessary to achieve the overall goals)

What Frank Underwood thinks about it

Set Defined Goals and Objectives  Develop a Strategy and Follow It  Explore Different Tactics  Always Measure and Then Evolve 

(source: http://www.milespartnership.com/blog/house-of-marketing-lessons-from-frank-underwood-for-more-effective-marketing-strategies

)

Strategy is NOT tactics

Step 1: diagnosing the environmentStep 2: acknowledging the issues at handStep 3: setting goalsStep 4: determining actions to achieve the goalsStep 5: mobilizing resources to execute the actions

A strategy describes how the goals will be achieved by the means (resources)

If you follow these steps, you’ll be alright

Strategy is also very much aboutPICKING THE RIGHT BATTLES

And in our days, it’s certainly about…

Telling a COMPELLING STORY

1story blog(http://1story.tumblr.com/)

1st major consideration:know your ground (where do you compete?)

“Old” Consumer Journey

Digital has shaped a new physical world

A… suitcase that never gets emptied

SEO, SEM, SOCIAL MEDIA, DISPLAY, AFFILIATES, PR

REGISTER, CONFIGURE, DOWNLOAD, CHAT, CALL

EMAIL, PHONE, SALESMAN, DEALER, CONTENT, REWARDS

ONLINE, OFFLINE

2nd major consideration:what is your USP (what is the different proposition we offer vs. competition?)

3rd major consideration:what resources can you utilize (tangible or not)

4th major consideration:how do you make sure we keep our value (how do we win all the time)

Very important note:Your strategy must define both what you do AND what you do NOT do

Home-fun:Pick your favorite campaign and try to figure out what was the strategy behind itBring it in class and we’ll try to guess it all together

Thank you