thoughts on the future of planning if you would like a copy of the presentation, please, contact me

1. A long time ago in a galaxy far,
far away…

2. I am
my area of expertise is
planning

3. creative planners’
this is playground

4. Identify the consumers of most interest
and profile them…
User
new
same
New to brand
Uber Users
Needs
Virgins
…Audit their entire decision making process and
identify critical touchpoints
‘Hey, look at this…”
“I think I need…”
New Uses
new
Determine channels to
deliver communication task
Translate desired response
into communication task
Educate, Share, Advocate
Paid Earned Owned.
Media
Confirm, Believe, Surprise
Reward, Reveal, Encourage
…Determine the critical stages where recruitment/attrition
…Define and describe the desired response necessary
factors are occurring across the purchase journey …
to achieve recruitment/prevent attrition by critical stage
‘That sounds interesting’
‘Now I’ve heard of you’
‘I made the right choice’
‘What a good idea’
‘You never guess what’
‘Really’
‘I want to be involved’
‘That’s great for us’
customer
connection
…Identify the most important recruitment/attrition
factors and reasons…
this iscomms.
planners’ thing

5. IA
&
UX
seamless
information flow

6. The
“target”
goes
hybrid
online-offline
consumption
Courtesy of Adaptive Path

7. The
“target”
goes
multi
sensorial
Courtesy of Adaptive Path

8. The
“target”
is
shaping
his own
comms
ecosystem
Courtesy of Adaptive Path

9. organic,
liquid,
metamorphic

10. more than
great experience

11. Getting the story through

12. Getting the story through
we need joint forces
creative
story
deployment
comms
rigor
UX/IA
flow

13. We need a new breed of
Able to provide a
Planning
Jedi
CLEAR UNIFYING
VISION

14. Planning
Jedi
Able to undestand “…brief & inspire creative
teams, media buying teams and
dev. teams upon delivering
BRAND EXPERIENCES

15. Planning
Jedi
Able to undestand
“how the stimulus of a TV ad
interacts
with
the
[digital]
programming around it, the situation
in which it's seen, and the
psychological state of the viewer”
Nick Hirst
associate planning director @Dare

16. Pls, welcome
the
a master of the three main communication disciplines
that’s a real JEDI