Chapter 5: StrategyA road map for the creative team

What is strategic planning?

Strategic planning is the stage between fact gathering and creative execution.

It is the WAY you plan to sell the product, NOT the words ad images you use

To make the facts you must add your insight - you must see connections that no one else has noticed

Example: Farming is more than a job

Farming is a way of life. Farmers love working outdoors, relish being their own boss because they can raise their families in a good environment, and because they get deep satisfaction from making things grow

Example: Farming also = business

Managing farms and managing assets is not easy. Farmers are intensely interested in practical solutions to problems associated with farming.

DuPont products promote agricultural products as an extension of farming, promote brand through trust, empathy

O’Toole’s 3-point approach to strategy

1. Who or what is the competition? To set your brand apart, need to know what other brands are saying. Also need to be aware that your competition may go beyond the product category. Eg: Health clubs compete with exercise videos, diet supplements, home exercise machines, not just other clubs

O’Toole’s 3-point approach to strategy

2. Who are you talking to? Are you targeting users of another brand? Consumers who use a related product but might be persuaded to switch to yours? Is there a way you can position your brand to meet an unfulfilled need of a particular market segment?

O’Toole’s 3-point approach to strategy

3. What do you want your target to know, understand and feel? Describe how your brand touches one or more human needs: to be popular, to feel attractive and wanted, to obtain material things, to enjoy life through comfort & convenience, etc. Try emotional appeal rather than rational benefit. (Lipstick=hope, Porsche=power)

Focus on human needs … In-use rewards: Is convenient (practical),

offers new taste (sensory), earns family gratitude (social) …

Results-of-use rewards: builds strong bones, feel better (sensory), look good (social), belief you’re good parent (ego satisfied)

Incidental-to-use rewards: Low-cost nutrition (practical) no mess (sensory), variety for party (social), smart shopper (ego satisfaction)

Stating the strategy

One page should be enough to give insight to the creative team

The following format is typical…

Strategy statement format (Pg 114 & 120)

1. Who is our target?

2. Where are we now in the mind of the consumer?

3. Where is our competition in the mind of this person?

4. Where would we like to be in the mind of this person?

5. What is the consumer promise, the “big idea”?

6. What is the supporting evidence?

7. What is the tone of voice for the advertising?

Account-planning approach Role of advertising: Why are you advertising?

What’s the problem that advertising can solve? How will the client benefit? How will consumers benefit?

Target audience: Describe consumers in a way that gives insight how they think and feel about your brand

Insight: Observation, interviews, focus groups Benefit: Define benefit in human terms Brand personality or brand promise: Motel6 Mandatories: Financial disclosure information

From strategy to execution…

Farmers are spiritual pragmatists

Bell Helmets = courage for your head

“I am my car.”

FCB strategy-planning model

Informative

Habit-formation

Affective

Self satisfaction

High involvement

Low involvement

FeelingThinking

Thinking/ high involvement

Informative model Types of products: Cars, electronics Consumer purchasing model: Learn-feel-do Ads with long, detailed copy, demonstration

Feeling/ high involvement

Affective model Types of products: Jewelry, fashion, cosmetics Consumer purchasing model: Feel-learn-do Ads with dramatic visuals, emotional copy

Thinking/ low involvement

Habit formation model Types of products: food, household items Consumer purchasing model: Do-learn-feel Small space reminder ads

Feeling/ low involvement

Reactor model Types of products: alcohol, candy Consumer purchasing model: Do-feel-learn Attention-grabbing, point of sale messages

Informative strategy for North Carolina tourism

Affective strategy for North Carolina tourism

Checklist for Strategy

Does your strategy have the potential for relevant and unexpected connections that can build a relationship between the brand and the prospect?

Did you place the brand at the appropriate point on the thinking/ feeling and high/ low-importance scales?

Does your strategy address one or more human needs?

Did you include emotional benefits, as well as rational ones? Can the product and its advertising support these benefits?

Checklist for Strategy Did you consider what strategies competitors are

using, as well as what they may have missed? Does your strategy address the target market in a

tone appropriate to this market? Does your strategy contain enough information to

give the creative team member direction but not so much information that it overwhelms them?

Does your strategy address both types of ROI?