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BRAND “X” COPY STRATEGY. To convince (customer/consumer) that Brand X offers the unique benefit of…. The social (or “end, end”) benefit special to Brand X will be presented as…. BRAND “X” YEAR 1 MEDIA STRATEGY. Strategy Launch - PowerPoint PPT Presentation
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BRAND “X” COPY STRATEGY
To convince (customer/consumer) that Brand X offers the unique benefit of….
The social (or “end, end”) benefit special to Brand X will be presented as….
BRAND “X” YEAR 1 MEDIA STRATEGY
Strategy Launch
To achieve a high level of reach of target consumer audience during Months 1-6.
Ongoing Thereafter (Months 7-12) build frequency.
Execution Launch
TV and other high reach mass media (target 75% reach) Ongoing
Internet Display, Search, Streamed Event Sponsorship and Viral Promotions for frequency plus one month’s burst of TV per 6 month period to sustain reach
BRAND “X” YEAR 1 PROMOTION STRATEGY (Consumer)
Strategy Launch
To achieve a high level of trial (and awareness of advertising message) of target consumer audience during Months 1-6.
Ongoing Thereafter (Months 7-12) achieve ongoing retrial.
Execution Launch
Free sample distribution in Retail Stores (target 50% reach)
Ongoing Price Promotion from month six in major retailers
BRAND “X” YEAR 1 PROMOTION STRATEGY (Distribution)
Strategy Launch
To achieve a high level of retail distribution and (non price) featuring in supermarkets and specialist retailers.
Ongoing Thereafter (Months 7-12) maintain distribution and promote
regularly through gondola end featuring and price activity. Execution
Launch Free sample distribution in Retail Stores (target 50% reach)
coupled with BOGOF gondola end featuring and inclusion in retailer advertising/promotion activity
Ongoing Regular single unit Price Promotion
COPY STRATEGY SUMMARY Interrogate the brand until it confesses its
strengths The strategy must be designed to sell It must be designed to convert
consumers to the brand every time. It must differentiate versus the target
competition If the strategy does not do this, the
advertising won’t. And the advertising “wont be good”.
“MUST HAVE” What is the brand? What is it selling? Is its strategy clear:
To whom addressed? What is it offering – its benefit – its
proposition? Why should I buy it rather than the
competition?
Understand exactly what’s important to customers
Example based on packaged food product
Product Cooking Packaging Distribution PricingTaste/texture Ease of use Appearance Channels Price levelAppearance Convenience Statutory info Price strategyPortion size Cooking time Discretionary
infoIndividual
Ingredients Cooking method
Appearance Multi-buy
Nutritional content
Cooking temperature
Size/shape/footprintEase of openingStorageRe-sealingMaterialRecyclability
The advertising message
The message• Single• Single – minded• Simple
Attention
ObjectivesDagmar stage Desire and action
• Differentiate: create interest,stand out from the crowd• Motivate: stimulate consumerto action
The right benefit• Unique• What do you do better• Own a motivator• Build on a lesser benefit• Ad as differentiator
Communicate the benefit• What’s in it for me?• Functional/psychosocial benefits/values
Communicating the benefitWhat’s unique?• Usually short term competitive edge• Exploit whilst it exists• Patented property• Dyson “Root Cyclone”• Kia 7 year Warranty• Apple OS
Own a motivator• Colgate’s “Ring of Confidence” (fresh mouth and breath)• Persil owns “whiteness”• Heineken owns “refreshment”• Dyson owns “bagless”
What do you do better?• How do you perform on what’s important toCustomers• On which factor do you perform best?• John Lewis on “customer service”
Build on a lesser benefitWhen all the main motivators are owned• Ariel – “Febreze” the fresh smell of laundry• Ecover – detergent that’s “green”
If you don’t have anything• Show off/ad likeability• Lynx• Carlsberg
MUST HAVE Strategic clarity Focus Differentiation Conviction Credibility
Does one ad make you want to rush out and buy?
You are spending a lot of money on this m…. If each expenditure doesn’t sell – put the cash
in your pocket.
Nolan cheese http://www.youtube.com/watch?v=6tCtM
8UEQv8
bridgestone http://www.youtube.com/watch?v=gnuK4
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guardian http://www.youtube.com/watch?v=vDGrf
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ariel http://www.youtube.com/watch?v=HnqDS
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audi http://www.youtube.com/watch?v=Lv1gd
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vw snow http://www.youtube.com/watch?v=ABcck
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vw funeral http://www.youtube.com/watch?v=fCHWh
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Duracell later bunny http://www.youtube.com/watch?v=XVTo4
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Duracell bunny original http://www.youtube.com/watch?v=FNAKg
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Duracell P&G http://www.youtube.com/watch?v=Kvfbz
wNzaWs
apple http://www.youtube.com/watch?v=axSnW
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flash http://www.youtube.com/watch?v=Bqbz7
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schweppes http://www.youtube.com/watch?v=gUZC9
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schweppes http://www.youtube.com/watch?v=Twe2H
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meerkat http://www.youtube.com/watch?v=0xiC9
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Guinness http://www.youtube.com/watch?v=69MpL
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Guinness http://www.youtube.com/watch?v=Qlt0hL
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Guinness http://www.youtube.com/watch?v=B5Ued
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Barclays http://www.youtube.com/watch?v=T4BOR
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Lloyds http://www.youtube.com/watch?v=lrThhN
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jaguar http://www.youtube.com/watch?v=KAruy
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vw darth http://www.youtube.com/watch?v=R55e-
uHQna0
audi vampire http://www.youtube.com/watch?v=j8UTi7
NRUMA
f liquid http://www.youtube.com/watch?v=ynBWt
vi0lmQ
coke real thing http://www.youtube.com/watch?v=GVag7
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coke xmas http://www.youtube.com/watch?v=kr7h8c
rYAYQ http://www.youtube.com/watch?v=GVag7
D85b24 http://www.youtube.com/watch?v=fi0BeX
egW24 http://www.youtube.com/watch?v=_2smY
Vl0zrk http://www.youtube.com/watch?v=ZOa9V
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pepsi mod http://www.youtube.com/watch?v=fi0BeX
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pepsi old taste oz http://www.youtube.com/watch?v=v7lw_v
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pepsi personality beyonce http://www.youtube.com/watch?v=_2smY
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diet pepsi p diddy http://www.youtube.com/watch?v=ZOa9V
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bounty old http://www.youtube.com/watch?v=UDeD
NidI74Q
bounty new http://www.youtube.com/watch?v=ruIpTQ
AIbLE
mcdonalds bears http://www.youtube.com/watch?v=5ZdAL
TZ6aA8
burger King clydesdale http://www.youtube.com/watch?v=1a27N
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mars old http://www.youtube.com/watch?v=uZW-LI
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mars new http://www.youtube.com/watch?v=AE9zA
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galaxy http://www.youtube.com/watch?v=QU7Z
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Direct line
http://www.youtube.com/watch?v=JGeDS9UGA1g
http://www.youtube.com/watch?v=2Sbe73D9WnM
http://www.youtube.com/watch?v=x89xAXHd2l8
http://www.youtube.com/watch?v=w9J_q2OUzis
NIKE TV http://www.youtube.com/watch?v=Pp5dZ
ZBKTXQ
Direct line
http://www.youtube.com/watch?v=JGeDS9UGA1g
BRAND “X” COPY STRATEGY
To convince (customer/consumer) that Brand X offers the unique benefit of….
The social (or “end, end”) benefit special to Brand X will be presented as….