1. New Mediaby Benjamin ZollComms Planner - BBH

2. A Special Thank-YouJulian ColeHead of Comms Planning BBHhttp://www.slideshare.net/juliancoleGo there to learn a lot 3. New MediaCOMMS PLANNINGREFRAMING MEDIA 4. What is Comms Planning? 5. COMMS PLANNERS ARERESPONSIBLE FOR THEMECHANICS OF THECAMPAIGNBRAND PLANNERS ARERESPONSIBLE FOR THEMESSAGE OF THECAMPAIGN 6. Example Creative ProcessCLIENT BRIEFPOSITIONINGBIG IDEACOMMS TASKSCAMPAIGN TACTICS 7. Example Creative ProcessBrand Plannerstake the lead ingetting to thepositioningCLIENT BRIEFPOSITIONINGBIG IDEACOMMS TASKSCAMPAIGN TACTICS 8. Example Creative ProcessCommsplanners takethe lead ingetting to thecomms tasks &campaigntacticsCLIENT BRIEFPOSITIONINGBIG IDEACOMMS TASKSCAMPAIGN TACTICS 9. Communications planning is theconsumer-centric approach toplanning out a brands marketingobjectives & communications 10. What is a consumer-centricapproach? 11. A CONSUMER-CENTRICAPPROACH INVOLVESGETTING THE BRAND TOTHINK ABOUT THE BUSINESSPROBLEM FROM THECONSUMERS EYES 12. Consumers are complex. Theywant to hear different things fromthe brand at different times duringthe path to purchase 13. Every piece of communicationworks in an ecosystem and eachmedia channel affects the othersWe dont necessarily control allchannels either 14. From Brand-Centric toConsumer-CentricSINGLE-MINDED IDEACAMPAIGNPAID COMMUNICATIONCHANNEL-DEPENDENT MESSAGESECOSYSTEMALL CONSUMER TOUCHPOINTS 15. Now for an Example 16. Puma 17. Campaign ArchitectureBUSINESS PROBLEMPOSITIONINGCAMPAIGN IDEABARRIERCOMMS TASKTACTICSBARRIER BARRIERCOMMS TASKTACTICSCOMMS TASKTACTICS 18. Campaign ArchitectureBUSINESSPROBLEMLost relevance with keyyouth marketPOSITIONINGCAMPAIGN IDEABARRIERCOMMS TASKTACTICSBARRIER BARRIERCOMMS TASKTACTICSCOMMS TASKTACTICS 19. Business Problem to PositioningTHE BRAND PLANNER LOOKS FOR THEINTERSECTION OF THE PRODUCT,CULTURAL, AND CONSUMER TRUTH THATGIVES THE BRAND A UNIQUE, OWNABLEPOSITIONING 20. Product TruthPUMA CREATES SPORTS CLOTHES FOR EVERYDAYWEAR. THEY HAVE NEVER BEEN TOO SERIOUS, THEYONLY SPONSOR ATHLETES THAT HAVE FUN WHILECOMPETING (PELE, USAIN BOLT)Cultural TruthSPORTS ADVERTISING IS DARK, OVERCOMPLICATED,TECHNICAL, SERIOUS, AND PAINFUL (JUST DO IT)Consumer TruthLIFE TO THEM WAS A GAME, THEY ARE HIGHLYCOMPETITIVE BUT ONLY REALLY COMPETE WITHFRIENDS IN SOCIAL SITUATIONS 21. PUMA IS THE BRAND FOR THEAFTER-HOURS ATHLETE 22. Campaign ArchitectureBUSINESSPROBLEMLost relevance with keyyouth marketPOSITIONINGPuma is the brand for theafter-hours athleteCAMPAIGN IDEABARRIERCOMMS TASKTACTICSBARRIER BARRIERCOMMS TASKTACTICSCOMMS TASKTACTICS 23. Campaign ArchitectureBUSINESSPROBLEMLost relevance with keyyouth marketPOSITIONINGPuma is the brand for theafter-hours athleteCAMPAIGN IDEAPuma SocialBARRIERCOMMS TASKTACTICSBARRIER BARRIERCOMMS TASKTACTICSCOMMS TASKTACTICS 24. Barriers to Comms TasksAFTER THE BRAND IDEA HAS BEENDECIDED, THE COMMS PLANNERS THENIDENTIFY THE BARRIERS IN THE WAY TOACHIEVING THAT POSITIONING.THEY DO THIS BY CREATING A CONSUMERJOURNEY TO WORK OUT THE BARRIERS,THEN CREATE THE COMMS TASKS THAT THEBRAND MUST ACHIEVE TO OVERCOMETHESE BARRIERS. 25. The BarriersBarrierTHE TARGETDOESNT KNOWWHAT AN AFTERHOURS ATHLETEMEANSBarrierTARGET DOESNTUNDERSTAND THERELATIONSHIPBETWEEN PUMA &AHABarrierHOW DO YOUMAKE SURE ANAHA IS ALEGITIMATETHING? 26. The Comms TasksComms Task 1ESTABLISH THEAHAComms Task 2SHOW HOW PUMAADDS VALUE TOTHE AHAComms Task 3INVITE NEWCONSUMERS TOBECOME AHABarrierTHE TARGETDOESNT KNOWWHAT AN AFTERHOURS ATHLETEMEANSBarrierTARGET DOESNTUNDERSTAND THERELATIONSHIPBETWEEN PUMA &AHABarrierHOW DO YOUMAKE SURE ANAHA IS ALEGITIMATETHING? 27. Campaign ArchitectureBUSINESSPROBLEMLost relevance with keyyouth marketPOSITIONINGPuma is the brand for theafter-hours athleteCAMPAIGN IDEAPuma SocialBARRIERCOMMS TASKEstablishTACTICSBARRIER BARRIERCOMMS TASKAdd ValueTACTICSCOMMS TASKInviteTACTICS 28. Comms Tasks to ChannelsTHE COMMS PLANNER THEN WORKSWITH MEDIA AGENCIES TODETERMINE THE BEST CHANNELSFOR PROPAGATING THE MESSAGE.WE THEN GO AND BRIEF CREATIVETEAMS/PUBLISHERS/AGENCYPARTNERS WITH THIS INFO. 29. The TacticsComms Task 1ESTABLISH THEAHAComms Task 2SHOW HOW PUMAADDS VALUE TOTHE AHAComms Task 3INVITE NEWCONSUMERS TOBECOME AHABarrierTHE TARGETDOESNT KNOWWHAT AN AFTERHOURS ATHLETEMEANSBarrierTARGET DOESNTUNDERSTAND THERELATIONSHIPBETWEEN PUMA &AHABarrierHOW DO YOUMAKE SURE ANAHA IS ALEGITIMATETHING?TacticsTV/CINEMAPRINT/OOHPOSTacticsPRODUCT LINEDIGITAL HUBTacticsBAR ACTIVATIONSIN-STORE ACTIVATIONSDIGITAL HUB 30. Campaign ArchitectureBUSINESSPROBLEMLost relevance with keyyouth marketPOSITIONINGPuma is the brand for theafter-hours athleteCAMPAIGN IDEAPuma SocialBARRIERCOMMS TASKEstablishTACTICSTV/cinemaPrint/OOHPOSBARRIER BARRIERCOMMS TASKAdd ValueTACTICSProduct LineDigital HubCOMMS TASKInviteTACTICSBar ActivationsIn-Store ActivationsDigital Hub 31. Campaign RolloutHelps show the timings of all the activity. Itvisualizes the campaign in its entirety from atimings perspective.Created in conjunction with the mediaagency who will plan when the media goeslive. 32. Campaign EcosystemThe campaign ecosystem is important tohelp show how all the communicationelements work together and where they aredriving consumers. 33. Campaign EcosystemTV/Cinema Print/OOHSearchDigital HubBanners (rich & flash)Social (FB/TW)Bar Activations In-Store ActivationsType of LinkDirectIndirect 34. Reframing Media Usage 35. The EstablishmentFacebookIS A PLATFORM FOR USERSTO CONNECT & SHAREVIDEOS & PHOTOSTwitterIS A PLATFORM FOR USERS TOBROADCAST THEIR THOUGHTS &OTHER CONTENT TO ACONNECTED POOL OFFOLLOWERS 36. THIS METHOD OF THINKINGABOUT [INSERT PLATFORM] ISTOO GENERIC FORINTEGRATED BRANDCAMPAIGNS. 37. MORE OFTEN THAN NOT,THESE PLATFORMS SHOULDBE A MEANS, NOT AN END. 38. Going back to our ConsumerJourneyAWARENESS CONSIDERATION PURCHASE ADVOCACY 39. Where do your consumers typicallyencounter these platforms?AWARENESS CONSIDERATION PURCHASE ADVOCACY 40. Where do your consumers typicallyencounter these platforms?AwarenessFB AS A NEWS SOURCE FORNEW RELEASES/ UPDATES &DRIVES TO EVENT 41. Where do your consumers typicallyencounter these platforms?ConsiderationFB TO SHOWCASEGAMEPLAY CONTENT &DRIVE TRAFFIC TO BLOG TOLEARN MORE 42. Where do your consumers typicallyencounter these platforms?PurchaseFB TO INTRIGUECONSUMERS & DRIVE TOPURCHASE 43. Where do your consumers typicallyencounter these platforms?AdvocacyFB TO INSPIRE BRAND LOVE 44. All of these posts included contentto consume & share on FB but alsodrove consumers to anotherdestination to continue theconsumer journey. 45. This method of reframing can applyto any media not just social. 46. Media platforms as a means tocontinue the consumer journeyPlatforms for mass reach todrive to information sourcePlatforms as informationhub to show competitiveadvantage & drive topurchaseRetail platforms to confirmconsumers decision topurchase & make as easyas possiblePlatforms for consumers toshow their brand loveAWARENESSCONSIDERATIONPURCHASEADVOCACY 47. Overlay the comms tasks toprovide greater directionComms Task 1Comms Task 2Comms Task 3Comms Task 4Platforms for mass reach todrive to information sourcePlatforms as informationhub to show competitiveadvantage & drive topurchaseRetail platforms to confirmconsumers decision topurchase & make as easyas possiblePlatforms for consumers toshow their brand loveAWARENESSCONSIDERATIONPURCHASEADVOCACY 48. The Consumer Journey can takemany formsBUT EACH PLATFORM SHOULD EXIST TO MOVECONSUMERS INTO THE NEXT PHASE 49. WE CAN ALSO USE THECONSUMER JOURNEY TODETERMINE INNOVATIVE USESFOR NEW MEDIA CHANNELS. 50. Cole Haan Dont Go Home 51. DEVELOPING PLATFORMS & MEDIA AS PART OFAN INTEGRATED CAMPAIGN, BASED OFF THECONSUMER JOURNEY WILL LEAD TO ACONSUMER-CENTRIC APPROACH TO BRANDCOMMUNICATIONS 52. Thank YouQuestions?