Stra Te Gic Adverti Si Ng: Your Business Backbone Your Business Backbone

Your Business Backbone

STRA TE GIC ADVERTI SI NG

INT RODUCTION Your Business Backbone

 Strategic planning process very specific in nature.

is

 All communication should be consistent and support the overall marketing objectives and the marketing plan

INT RODUCTION Your Business Backbone

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An effective strategic planning process could be summarized in 5 steps 1. 2. 3.

4. 5.

Link the TG with overall marketing strategy Determining the best positioning for the brand within its marketing communication Take the information developed in the first two steps and relate it to specific communication objectives Develop a communication strategy Consider how best to accomplish the task using available marketing communication options and selecting specific media for effectively delivering the message

CLI EN TS BRI EF Your Business Backbone

 The strategic planning process begins with the Clients Brief, a review of various aspects like the product description, marketing objectives & goals, the marketing plan, what constitutes the target market.

CO NSTI TU ENTS O F CLIEN T’ S BRI EF Five key areas of information in a clients brief  Product Description  Market Assessment  Source of Business  Competitive evaluation  Marketing Objectives

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PRO DUCT DESCR IPTI ON Your Business Backbone

What are you marketing?    

The product details Its functions Its benefits Usage details

MARK ET ASSESSMEN T Your Business Backbone

Up to date assessment of the market in which you compete.  Performance of related brands  Where is the market heading?  Any potential innovations or new entries  All information that might have a real impact on the brands performance

SO URCE OF BU SI NESS Your Business Backbone

Where do you expect business to come from?  Attracting new customers vs. attracting customers of other brands  Purchase behaviour of potential customers  The extent of competition of our brand with products and services outside its category.

CO MPETI TI VE EV AL UATI ON What is your competition and how does it position itself? An understanding of the environment created by our competitors marketing communication.  What are the creative strategies of competition  Media tactics used by them

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MARK ETI NG OBJECTI VES Your Business Backbone

A brief document which summarizes each of the key marketing issues.  Brand objectives  Specific Market share objectives  Sales goals

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DEVLO PIN G THE ADVERTI SIN G STRATEG Y

WH AT IS ADVERTI SI NG STRATEG Y Advertising strategy is one coherent idea about how the advertising is going to work.

The role of an advertising strategy is to define what specific marketing task the advertising will perform

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Spe cif ic marketing

task Your Business Backbone

 Launch a new product  Expand customer base  Expand usage  Reassure existing customers  Increase loyalty  Complete a specific marketrelated task – Eg Pepsi pesticides

and

Coke

against

How it wi ll achi eve that task  Where? – Geographies and media

 At what cost? – Above the line – Below the line

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PRO CESS Your Business Backbone

Setting an advertising strategy involves answering 4 simple, interrelated questions:  ROLE (What is the advertising going to do?)  TARGET (Who is the ad going to do it to?)  CONTENT (How is it going to do it?)  MEDIA (Where and when?)

THE ROL E OF ADVE RTISIN G (WH AT? )

Advertising can:  Generate Awareness, familiarity, curiosity, top-of-mind recall  Inform, demonstrate, argue, claim  Create images, associations, personality, feelings

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TH E A DVERTIS ING TARGE T (W HO ?)

 A target is a desire or feeling that is common to a proportion of consumers some of the time and which advertising can exploit  Targets should not be literally defined by “Who” (actual physical people) but different feelings and attitudes  Understand what is it in a person that makes him susceptible.

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THE CONT EN T (H OW ?)

THE IDEA  The ‘how’ part should contain the twist that unites the target and the objective into a coherent advertising concept.

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TH E ME DIA (W HE RE A ND WH EN ?)

 The choice of delivery channels – media. Where does the advertising reach the target audience and when.

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MAK ING TH E RI GHT CH OICE  Buying a piece of the consumers undivided attention is getting increasingly difficult.  Media choice and type of advertising have to be considered together by both strategy and media teams.

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SI X MAJO R MEDI A ISS UES Your Business Backbone

 Appropriateness to the advertising task  Appropriateness to the target  Level of concentration  Relative inter media value  Synergy with the environment  Scope for testing

HOW DO ES ADVERTI SING W ORK  While the marketing strategy gives the blue print for how the product should be promoted, the role of advertising is to establish and reinforce the positioning defined in the marketing strategy.

Your Business Backbone

HOW DO ES ADVERTI SING W ORK  It is the nature of the consumer decision involved that indicates how advertising is likely to work in a particular market.  Consumer’s decision determines how the positioning task should be approached – with detailed information, simplistic claim, feelings or associations?

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Per suasi on is i mportant Persuasion starts from the strategy

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WAYS TO GET A PERSUASION TACTICS ‘YES’

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x 1/2 = sold-out stock

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A lady in a jewellery store was THINK ABOUTkinds THIS trying to push certain of turquoise jewellery without much success. She finally left her assistant a note telling her to cut prices by 1/2. Her assistant misread her note and doubled prices. The jewellery sold out.

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OUR MAIN ‘TRIGGERS’ WEAPONS

Fix ed acti on pat terns Your Business Backbone

 Trigger feature ▲ Robin’s red breast

Fix ed acti on pat terns Your Business Backbone

 Trigger feature ▲ Turkey and polecat

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Click . . . whirr

Fixed action patterns Your Business Backbone

Expensive = good

click . . . whirr

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PERCEPT UA L CONTRA ST Girl guides

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I GO TTA PAY BAC K WHAT YOU GA VE ME The principle of reciprocation

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IF YOU WON’ T TAKE ME TO DA RJEE LING, AT LEAST TAKE ME TO N ANDI HI LLS THI S WE EKEND

Reciprocal concessions

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ALSO KNOWN AS REJECTION-THENRETREAT

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COMM ITME NT AND CON SI STE NC Y Or why “a foolish consistency is the hobgoblin of simple minds.”

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OUR NEARL Y OB SES SIVE DES IRE TO BE CON SIS TENT IN WHAT WE SAY AND DO.

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LET ’S TRY A LI TT LE EXERC ISE

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LEAR NI NG FRO M THE CH INESE

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 Start small and build ▲ Small anti-American or pro-communist statements ▲ The prisoners were always made to write down their statements ▲ The statements were then read to fellow prisoners ▲ And broadcast to the entire camp

 The results were that after the war American prisoners believed that the US were aggressors,

Two ke y l earn ings 1. Make them write down the commitment 2. Make it public

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THE EFFORT EXT RA

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Initiation ceremonies Ragging or hazing The Marine Corps

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“People who go through a great deal of trouble to attain a thing tend to value it more highly than persons who attain the same thing with a minimum of effort.”

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I’M DOING I T ‘CO Z I WA NT TO DO IT . The inner choice. Making a person own what he or she has done.

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When you own feelings. Your Business Backbone

 No threats  No large rewards  It’s your own responsibility. Which means you’ll do things happily without much badgering (or repeated exposures to advertising)

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THE LOWBALL EFFECT

The gas experiment Your Business Backbone

A group of households were contacted to save heating gas with energyconservation tips. All agreed to try

Not much change in patterns of consumption

The gas experiment Your Business Backbone

The next group of households were given the same information and the same request, but this time they were told their names would be put into the newspapers as good, public-spirited citizens.

One month later, each household was found to have saved 422 cubic feet of gas.

The gas experiment Then the rug was pulled out. Each family received a letter saying it would not be possible to publicize their names after all. At the end of the winter, the research team found none of the families had returned to their old, wasteful ways. Instead, for each of the remaining winter months they conserved more fuel than they had at the time when

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The gas experi ment Your Business Backbone

In percentage terms, they managed a 12.2% saving when they expected to see themselves in the newspapers

But after the letter arrived they increased their savings to 15.5%!

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Conservation Publicity

Conservation

Pride in self esteem

New self image

Publicity

Need to reduce foreign oil dependency

lower energy bill

Co ns er va tio n

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lower energy bill

Conservation

Need to reduce foreign oil dependency

Pride in self esteem

New self image

Publicity

Co ns er va tio n

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HOW CAN WE USE THIS PRINCIPLE?

Your Business Backbone

Product promotion

Product

Emotional benefit

pirce

Promotion

families’ happiness

general well-being

Pr od uc t

Your Business Backbone

Product

general well-being

families’ happiness

pirce

Emotional benefit

Promotion

Pr od uc t

Your Business Backbone

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YOU LIKE IT? THEN SO DO I! Social proof. One means we use to decide what is correct is to find out what other people think is correct.

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95% OF US ARE IMITATORS AND ONLY 5% INITIATORS So people are more persuaded by the actions of others than by any proof we can offer.

Not on TV alone Your Business Backbone

 Politicians  Preachers  The biggest selling bla-bla in the world

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When does it work? Your Business Backbone

 When people are uncertain.

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KITTY GENOVESE

When does it work?  Since nobody is concerned, nothing is wrong.  In an emergency, you would have a better chance of survival if there was only one bystander instead of several! But only if people cannot be sure that you really need help.

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THE FRIENDLY THIEF Liking

Tupperware parties Your Business Backbone

 It works on the simple insight that since you know and like your hostess you are more likely to buy from her.

Where can we use this?  Personalized, friendly, personal letters.  Likeable commercials  Likeable people in commercials

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YOU’RE GOOD-LOOKING. I TRUST YOU! Physical attractiveness - people are more likely to buy from, promote, interact with, like and assign good qualities to good looking people

Where can we use this? Your Business Backbone

The same applies to ads and other stuff we do

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I’M MORE LIKELY TO BELIEVE ME (NATURALLY)

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I LIKE YOU YOU’RE LIKE ME Similarity. People are more likely to buy from, promote, interact with, like and assign good qualities to people who look like themselves

Where can we use this? Your Business Backbone

Isn’t it obvious? We must put people who resemble our target audience into our ads instead of beautiful models and chunky hunks.

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EVERY ONE IS A SUCKER FOR FLATT ERY Compliments

Has it been used? Your Business Backbone

 Joe Girard’s ‘I like you’ cards

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I KNOW YOU. I’LL DO WHAT YOU WANT ME TO DO. Contact and cooperation. We like things that are familiar to us.

Let’s try a little experiment. Your Business Backbone

 The face you see most often is the face you like more  Familiarity affects liking

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THE NATURE OF BAD NEWS INFECTS THE TELLER “Conditioning and association”

The principle of association Your Business Backbone

 Positive and negative  Why beautiful girls next to fast cars sell  Celebrities  Food and fondness  “Us” when India wins. Those “ahems” or “they” when India loses  Using celebrities

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FOLLOWING AN EXPERT Authority

Why? Your Business Backbone

 The deep-rooted sense of duty to authority

“An extreme willingness of adults to go to almost any lengths on the command of an authority”

Take an example

Insert in R ear

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MEN CLAD IN A LITTLE BRIEF AUTHORITY Titles

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The guard experiment Your Business Backbone

How many people obeyed when the guy was in plain clothes? How many people obeyed when the guy was in uniform? 42% 92%

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CRITICIZING YOURSELF

Admi t some fa ults Your Business Backbone

 Argue against your own interests  Admit some small faults  Criticize yourself  Apologize

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YOU CAN’T HAVE IT! I WANT IT! I WANT IT! Scarcity or potential unavailability

Why scarcity works  Kennesaw, Georgia  The 10 Commandments ✡ “The Lord was a terrible psychologist”

 “Les Chinois A Paris”  Restricting books

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Why scarcity works Your Business Backbone

 The onion crisis (hoarding in general)  The Civil Rights movement in the USA  Gorbachev ✡ When it comes to freedoms, it is more dangerous to have given for a while than never to have given at all.

Why scarcity works Your Business Backbone

 The $1 million “Poseidon Adventure” lesson

Why scarcity works Your Business Backbone

We hate to lose our freedom Defiance The desire not so much to experience a scarce commodity as to possess it.

How to use scarcity Your Business Backbone

 Limited numbers  Limited dates  Deadlines  Right now!

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A quick sum-up Your Business Backbone

 Reciprocation  Commitment and consistency  Social proof  Liking  Authority  Scarcity