Droga Droga na tamten wiat. I. Introduction II. Message sender / Target group first impresion III. Common consciousness issue - Todays marketing essence IV. Individualised message (I amSTERDAM case study) V. Mental tension VI. Metodology and strategic tools VII. Semiotic solutions (Selling strategy) VIII. Selling/Strategic brief IX. Communication brief X. Neuromarketing referential analysis (Sony Bravia) XI. Summary CONTENTS
In world's authorities (Philip Kotler, Alan Andreasen, Dominika Maison) opinion non-profit marketing (and non-profit advertising as a part of it) differs from commercial marketing only with it's aim - it affects on social behaviours with benefits for target groups and whole societies. These authorities also point on implementation the Marketing Mix rule for non-profit campaign activities. 5P = product, place, promotion, price, people. At once it seems like classic models of advertising influence (such as AIDA) has limited implementation with non-profit campaigns. Especially if our aims are longterm (such as change of attitude). In such picture we recommend to concentrate on other model of message influence MEMORY / AFFECT /COGNITION Planning our activities we should remember about the difference between commercial advertising and non-profit advertising basing on changeable attitude (simple for commercial ad and complex with non-profit ad) - expected level of change (shallow/deep), kind of message (pleasant/unpleasant), kind of profits (close/far), intensions of sender (help/benefit) and budget (bigger/smaller). Working on strategic part of our proposal we realise that proper understanding of the challenge we are facing requires: holistic thinking (Think Strategic 2.0) and most effective strategic tools selection. Our proposal includes: complex research on all issues, branding issues, behavioral understanding of target group, creative process management, cognitive processes, advanced creative concept pre-test and effective media planning. I. INTRODUCTION
In unpredictable times (when everything changes quickly ), it is necessary to shape the strategy as the story, using the main and marginal themes , with pictures and characters, rather than graphs and numbers.
IS THIS HOW YOUR CUSTOMERS SEE YOU? (and they are listening without hearing)
Who are you? . What do you do? . Why does it matter? .. THE FOCUS TEST:
Key to the effective communication is proper understanding all the reasons why your message would be important for your target group. Its your purpose. Next step would be correct answer to these questions: - who they really are (people you are talking to): in a simple, human way - what are you facing Unless you have satisfactory answers to these questions, you need more focus.
Do we really know WHO ARE WE TALKING TO? Psychography and demography are elementary steps to understand people. Key is to know how they act and how they make decisions. . (ADVANCED SEMIOTICS SOLUTION ARE NECESSARY) III. Common consciousness issue
Lets watch more precisely ( and proper understanding what are we facing )
Is that so? Your Audience = Collective Consciousness? Collective consciousness does not exist.
The same as BLACK dots in the left picture. Why? Because a collective target group doesnt exist in the non-profit communication.
Though a sum of individual consciousness can exist (as communities, for example: Facebook users, Apple maniacs or Harley Davidson lovers) This is why
today marketing is about creating tribes. Nowadays communities are not only artefacts. Psychologists, sociologists and marketing/communication experts do understand that being a part of some community/group/collectivity with its social roles is natural human need. 1900 1925 1950 2000 FEATURES What it is BENEFITS What it does EXPERIENCE What you feel IDENTYFICATION Who you are
IV. Am sterdam while changing his look had to face collective social consciousness. How did Amsterdam shook this burden off? SEX, DRUGS & ROCK AND ROLL ? CASE STUDY
Success recipe: Amsterdam created individualized message and used in effective - integrated - way all available information careers. Amsterdam placed emphasis on what was important to its target group putting aside qualitative arguments (we only have one museum/ Van Goghmuseum we have 39 various museums) CASE STUDY
What kind of behaviour it is? MENTAL TENSION This is one of our key questions
VERBATIM: It is no concern of mine.
What ideas, gestures, experiences can we create to transform the way people think, feel, behave? STRATEGIC QUESTION
What should the strategy contain so that we could lead it through more human lens ? They let's make map of methodology
Strategic thinking 2.0 Map of Metodology Experience / Know-how Brave / Creativity Research Semiotics solution Human Purpose Neuromarketing People Behaviour PROCESS PROCESS PROCESS
The objective of the research for the TURN ON THINKING campaign
Identifying the current problematic perceptions, attitudes and behaviour : common international misperceptions are:
I drink small amount that does not affect my driving at all
I am a good and experienced driver and can control my driving
I was never caught and there is a zero chance to be caught this time
It is only a short drive and the roads are empty
I have a good car and I am safe even if an accident happens
I have no choice, as there is nobody to drive my car
Even if I am caught, the penalty is small and worth the risk
Identifying the social aspect of the problem: Drinking and driving is more common among young people, but there is a difference between employment status, education, gender or marital status. The research enables to map the risk level of each group
Identifying the temporal and spatial attributes : Drinking and driving is more common in weekends night, and during new year season. Also, there is a difference between urban and rural roads. The research should identify the time of week and year, and the location where Drinking and Driving is more common in Poland
Identifying the most effective message : even when we know the target group that we want to influence, there are still many alternative messages that we can convey to influence the target group. These messages have varying effect and it is important to select the most effective message to obtain the maximum effect of the campaign. Example of messages are:
Even the small amount affect your driving
Drinking and driving will cost you your license, freedom and even life
Parents watch your kids and do not let them drink
Always designate a sober driver when going to pub/party/out
Testing the proposed creative: it is recommended to research the proposed creative and to fine-tune to campaign materials to obtain maximum effect
Measuring the campaign effectiveness : the campaign is measures by its exposure, clarity, its ability to influence perceptions and attitudes, changing behaviour, and ultimately - reducing the number and the severity of road accidents due to drinking and driving. All these effects should be measured by the campaign
Identifying the next stages : every road safety campaign should recommend also how to proceed in the future in order to benefit from the campaign momentum. The research should assist in identifying these stages
Sources and types of the research we intend to conduct for TURN ON THINKING campaign .
The fol lo wing table presents the research mix we intend to use for the campaign.
For each research tool we mention the expected findings
Research Type Expected Finding Intl practice / polish experience Polish Accident data base Qualitative research / focus groups Quantitative research on perception & stated behavior Observed behavior Neuro-marketing Gain insight into current perceptions, attitudes and behavior Identify current risks and weak points Determine target groups Compare with international benchmarks Identify potential messages Test creative materials Measure campaign effectiveness (before-after)
SELLING STRATEGY Model semiotics tool TRUTH ABOUT MAN TRUTH ABOUT CULTURE TRUTH ABOUT COMMUNICATION TRUTH ABOUT CATEGORY
TRUTH ABOUT MAN Human behaviour Self-assessment Social roles Problem solving Authority What is important? Mindsets Insights Noticing world
TRUTH ABOUT CULTURE Cultural ethnography Semantics & Hermeneutics Memetics Cultural Fuel Political culture Mental culture Semiotics solutions Cultural Relevance
TRUTH ABOUT CATEGORY Social psychology Cultural Relevance PROBLEM ARCHEOLOGY Political costs ADVERSARY Victims Services Statictics Socioeconomic costs Eye witnesses Places Figures Category Re-Definition
TRUTH ABOUT COMMUNICATION Media Dynamic Touch points Integrated Marketing Symbolism Hiperrealism Knock or Panegyric