34. Common sense is not so common
5 P’s of Marketing are dead! Hmm.
Digital is only a channel! Sorry?
Advertising is dead! You wish.
No one clicks banners! Of course people do.
The big idea is sunk! How come?
Online can’t built a brand!
Digital is cheap. No. It’s not.
Times of simple theories and strategies are over.
Now it comes to us. Remember the stuff from the
last ten years, and live the future of Marketing.
That’s what it is all about. Make sense in the anarchy.
It’s about common sense.
All about planning
35. There is a planner in all of us
You need (and have) planning skills,
even if you are not a planner.
Creatives need planning skills,
Marketing people need planning skills.
Everything else is just guessing,
or MbA (Marketing by Accident).
All about planning
37. A B
Strategic and creative lead.
Taking care that we are going somewhere.
And taking care that we have a lot of fun on the way.
Doing the right things vs. doing the things right.
39. Brand
Concept
Culture
Consumer Technology
Intelligence
All about planning
40. History of the planning discipline
40 years birthday in 2008.
Born in USA.
All about planning
41. Present and future status of the
planning discipline
The world is becoming more complex as we speak.
Planners simplify, filter information.
Planning is one of the last rising discipline in Marketing.
All about planning
42. Where do you find planners?
Ad agencies.
Media agencies.
Marketing departments.
Consultancies.
All about planning
45. CREATIVITY STRATEGY
Original Relevant
Clear Different
Convincing Consistent
Well crafted Believable
Want-to-see-again factor Activating
All about planning
48. What are planners doing?
Planners do many things.
Planners understand cultural environments and brand context.
They draw the right conclusions, or insights, out of this knowledge.
The summarize and present results.
They write briefings. They re-write briefings. They challenge.
They accompany creatives.
All about planning
49. Here's the scoop: We have too much business and need to hire more staff ASAP!!
Multicultural planning experience highly preferred. Have you had planners
reporting to you and enjoy mentoring junior planners? Are you both curious and
very confident? Can you inspire others, and instill confidence in clients? Do you
have any experience with either the Hispanic or African American or Urban market
in the U.S.? If you have excellent writing skills, can write/present exceptionally well,
can design/facilitate research, can be able to work independently on new biz/pitch
work as well as mentor and supervisor more junior planners below them with at
least 4 years account/strategic planning experience and are ready for your next
promotion, please contact laura@bltrecruiting.com.
More scoop: you will manage a staff of three currently, but the plan is to hire more
to help stimulate growth and new business. Should be skilled in both qualitative
and quantitative research. Will be involved in all media: Print, TV, radio interactive/
on-line, digital, events, direct response. Writing skills and strong presentation skills
essential as well
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53. Staying ahead of the game.
Gathering, evaluating and structuring
global information, generating freshest
ideas & insights, turning them into business.
That’s what Marketing Intelligence is about.
All about planning
54. WHY!
CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.
All about planning
60. ideas moods trends
knowledge feelings insights
best practices innovation thoughts
benchmarks change atmospheres
visions ? developments
tangible results
All about planning
61. The future is already
here. It is just
unevenly distributed.
A fact helping planners to produce tangible results.
All about planning
62. COLORS FASHION LIFESTYLE SOCIETY …
microtrends, 6 month to 3 years
mesotrends, ca. 5 years
macrotrends, ca. 10 years
megatrends, decades
All about planning
63. Consumer Social
insights insights
COLORS FASHION LIFESTYLE SOCIETY …
All about planning
68. Brand Core
Brand Promise
Brand Idea
Competitive advantages
Rational / USP Values and attitudes Emotional / UAP
(This can be measured) (This is how they work) (This is how I feel)
’Must have’ entry tickets to the market
Ownable territory
All about planning
71. “Brand Strategy is a plan for the systematic development
of a brand to enable it to meet its agreed objectives. The
strategy should be rooted in the brand's vision and driven
by the principles of differentiation and sustained customer
appeal. The brand strategy should influence the total
operation of a business to ensure consistent brand
behaviours and brand experiences.”
All about planning
76. How do planners work?
In real life the job is not so clear and
structured. A planner has to be patient,
wait for the right opportunities.
Planning is also the policy of small
steps to the right direction.
All about planning
86. Digitalization
Technology is the driver in media revolution.
Everything is digitalized.
Even our social networks have been digitalized
and turned into a media. Into social media.
All about planning
100. 3. Strategic Planning 2.0
3.1 Five commitments
3.2 Business Creativity
3.3 Innovation Marketing
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101. 1] Communication is culture
2] Strategy needs stories
3] Without digital you can’t win
4] The rules are re-written for every case
5] Great ideas and creativity are for good
All about planning
126. Shocking fact:
Marketers are 3 years, ad people 2 years behind
average people when it comes to digital proficiency.
Were we not once supposed to be cool?
All about planning
127. Digital buzzwords explained
Seeding. Share-of-talk. Social media. Conversational tracking.
Rich-media advertising. Earned media. Twitter. Buzz. Life casting.
Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand.
Interruption. Google analytics. Talk value. Owned media. Mobile
Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.
E-commerce. Facebook. Bought media. Benchmarks. Best practices.
Speedboats. End of control. Social media policy.
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128. Bought media Owned media Earned media
All digital media space All digital media space or All digital media space or
or placement we pay for placement we create and action we have to earn
own ourselves by non-financial efforts
Display advertising Websites Activity in
e.g. banners social media
Widgets / Apps
Paid SEM WoM / Talk value
e.g. google E-mail
SEO
Seeding Pages in social e.g. google
networks
Strangers Customers Fans
High reach, low involvement, Medium reach, medium Low reach, high involvement,
short-term activity. involvement, medium-term digital assets which grow in value,
activity. long-term activity.
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129.
130.
131. Process
1 Bought, owned and earned media / Touch points
2 Objectives of digital activities
3 Key target audience and online behaviour
4 Digital Marketing in different market areas
5 Measuring and improving RoMI
All about planning
132. seeding
viral films
website
e-mail
banner
viral films
SEO
Convert Assist Connect
Social
media
portal
campaign
pages
SEM
rich media
All about planning
135. From I think to We think.
New sourcing methods.
Extremely fast communication.
Knowledge society.
Mass intelligence.
Crowd sourcing.
All about planning
139. Brand Futurism Program
Brand Futurism Program
FAST TRACK TO FAST TRACK TO
KNOWLEDGE INNOVATION
MASS INTELLIGENCE
CROWDSOURCING
Brand Futurism Program
143. Innovation Marketing
Innovation is the key for any success.
Even ’classic’ media must be innovated.
We learn to forget.
No case is identical, every case deserves
an unique approach.
All about planning
144. “In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer".
Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and a lack
of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed to take
off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”
All about planning
150. We are not in advertising business.
We don’t even know anymore what advertising is.
Anyhow. We are in creative business.
Whatever we do – it’s the creativity which
makes things fly or die.
All about planning
151. Please ask…
email tobias@king.fi
twitter @tobiaswacker
All about planning