TURN ON THINKING!

Strategic concept

by Rafał Maciąg

Droga

Droga na tamten świat.

I. IntroductionII. Message sender / Target group – first impresion

III. Common consciousness issue- Today’s marketing essence

IV. Individualised message (I amSTERDAM – case study)V. Mental tension

VI. Metodology and strategic toolsVII. Semiotic solutions (Selling strategy)

VIII. Selling/Strategic briefIX. Communication brief

X. Neuromarketing – referential analysis (Sony Bravia)XI. Summary

CONTENTS

In world's authorities (Philip Kotler, Alan Andreasen, Dominika Maison) opinion non-profit marketing (and non-profit advertising as a part of it) differs from commercial marketing only with it's aim - it affects on social behaviours with

benefits for target groups and whole societies.

These authorities also point on implementation the Marketing Mix rule for non-profit campaign activities. 5P = product, place, promotion, price, people.

At once it seems like classic models of advertising influence (such as AIDA) has limited implementation with non-profit campaigns. Especially if our aims are longterm (such as change of attitude).

In such picture we recommend to concentrate on other model of message influenceMEMORY / AFFECT /COGNITION

Planning our activities we should remember about the difference between commercial advertising and non-profit advertising basing on changeable attitude (simple for commercial ad and complex with non-profit ad) - expected level

of change (shallow/deep), kind of message (pleasant/unpleasant), kind of profits (close/far), intensions of sender (help/benefit) and budget (bigger/smaller).

Working on strategic part of our proposal we realise that proper understanding of the challenge we are facing requires: holistic thinking (Think Strategic 2.0) and most effective strategic tools selection.

Our proposal includes: complex research on all issues, branding issues, behavioral understanding of target group, creative process management, cognitive processes, advanced creative concept pre-test and effective media planning.

I. INTRODUCTION

In unpredictable times (when everything changes quickly), it is necessary to shape the strategy as the story,

using the main and marginal themes, with pictures and characters,

rather than graphs and numbers.

FIRST IMPRESION

IS THIS HOW YOUR CUSTOMERS SEE YOU?

(and they are listening without hearing)

Who are you? …………………………………………………….

What do you do? ……………………………………………….

Why does it matter? …………………………………………..

THE FOCUS TEST:

Key to the effective communication is proper understanding all the reasons why your message would be important for your target group.

It’s your purpose. Next step would be correct answer to these questions:- who they really are (people you are talking to): in a simple, human way- what are you facing

Unless you have satisfactory answers to these questions,

you need more focus.

Do we really know

WHO ARE WE TALKING TO?

Psychography and demography are elementary steps to understand people.Key is to know how they act and how they make decisions.

 .

(ADVANCED SEMIOTICS SOLUTION ARE NECESSARY)

III. Common consciousness issue

Let’s watch more precisely…

( and proper understanding what are we facing )

Is that so?

Your Audience = Collective Consciousness?

Collective consciousness

does not exist.

The same as BLACK dots in the left picture.

Because a collective target group

doesn’t exist in the non-profit communication.

Why?

Though a sum of individual consciousness can exist(as communities, for example: Facebook users, Apple maniacs or Harley Davidson lovers)

This is why…

… today marketing is about creating tribes.

1900 1925 1950 2000

FEATURES„What it is”

BENEFITS„What it does”

EXPERIENCE„What you feel”

IDENTYFICATION„Who you are”

Nowadays communities are not only artefacts. Psychologists, sociologists and marketing/communication experts do understand that being a part of some community/group/collectivity with its social roles is natural human need.

IV. Amsterdam

while changing his look had to face collective social consciousness.

How did Amsterdam shook this burden off?

SEX, DRUGS & ROCK AND ROLL

?

CASE STUDY

Success recipe: Amsterdam created individualized message and used in effective - integrated - way all available information careers.

Amsterdam placed emphasis on what was important to it’s target group putting aside qualitative arguments (we only have one museum/ Van Goghmuseum ≠ we have 39 various museums)

CASE STUDY

MENTAL TENSION

What kind of behaviour it is?

This is one of our key questions

VERBATIM:

It is no concern of mine.

What ideas, gestures, experiences can we createto transform the way people think, feel, behave?

STRATEGIC QUESTION

What should the strategy contain so that we could lead it

through more human lens?

They let's make map of methodology

Strategic thinking 2.0

Map ofMetodology

Experience / Know-how Brave / Creativity

ResearchSemiotics solution

Human Purpose

Neuromarketing

People Behaviour

PROCESS

PROCESS

PROCESS

The objective of the research for the TURN ON THINKING campaign

Identifying the current problematic perceptions, attitudes and behaviour : common international misperceptions are: I drink small amount that does not affect my driving at all I am a good and experienced driver and can control my driving I was never caught and there is a zero chance to be caught this time It is only a short drive and the roads are empty I have a good car and I am safe even if an accident happens I have no choice, as there is nobody to drive my car Even if I am caught, the penalty is small and worth the risk

Identifying the social aspect of the problem: Drinking and driving is more common among young people, but there is a difference between employment status, education, gender or marital status. The research enables to map the risk level of each group

Identifying the temporal and spatial attributes: Drinking and driving is more common in weekends night, and during new year season. Also, there is a difference between urban and rural roads. The research should identify the time of week and year, and the location where Drinking and Driving is more common in Poland

Identifying the most effective message: even when we know the target group that we want to influence, there are still many alternative messages that we can convey to influence the target group. These messages have varying effect and it is important to select the most effective message to obtain the maximum effect of the campaign. Example of messages are:

Even the small amount affect your driving Drinking and driving will cost you your license, freedom and even life Parents – watch your kids and do not let them drink Always designate a sober driver when going to pub/party/out

Testing the proposed creative: it is recommended to research the proposed creative and to fine-tune to campaign materials to obtain maximum effect

Measuring the campaign effectiveness: the campaign is measures by its exposure, clarity, its ability to influence perceptions and attitudes, changing behaviour, and ultimately - reducing the number and the severity of road accidents due to drinking and driving. All these effects should be measured by the campaign

Identifying the next stages: every road safety campaign should recommend also how to proceed in the future in order to benefit from the campaign momentum. The research should assist in identifying these stages

Sources and types of the research we intend to conduct for „TURN ON THINKING” campaign.

The following table presents the research mix we intend to use for the campaign. For each research tool we mention the expected findings

Research Type

Expected Finding

Int’l practice / polish experience

Polish Accident data base

Qualitative research / focus groups

Quantitative research on perception & stated behavior

Observed behavior

Neuro-marketing

Gain insight into current perceptions, attitudes and behavior

Identify current risks and weak points

Determine target groups

Compare with international benchmarks

Identify potential messages

Test creative materials

Measure campaign effectiveness (before-after)

SELLINGSTRATEGY

TRUTH ABOUT MAN

TRUTH ABOUT CULTURE

TRUTH ABOUT COMMUNICATION

TRUTH ABOUT CATEGORY

Model semiotics tool

TRUTH ABOUT MAN

Human behaviour

Self-assessment

Social roles

Problem solving

Authority

What is important?

Mindsets

Insights

Noticing world

TRUTH ABOUT CULTURE

Cultural ethnography

Semantics&

HermeneuticsMemetics

CulturalFuel

Politicalculture

Mentalculture

Semiotics solutions

CulturalRelevance

TRUTH ABOUT CATEGORY

Social psychology

CulturalRelevance

PROBLEM ARCHEOLOGY

Politicalcosts

ADVERSARYVictimsServices

Statictics

Socioeconomic costs

Eye witnesses

Places

Figures

CategoryRe-Definition

TRUTH ABOUT COMMUNICATION

MediaDynamic Touch

points

IntegratedMarketing

SymbolismHiperrealism

Knock or

Panegyric

SocialMarketing

EmotionalEngagement

HolisticSolusions

360o

True Stories

MediaAgnostic Clutter

Publicity PR’s

Ambient Guerilla Event

Selling Strategies

ContentCreation

Disruption

ACCUMULATION

UNDERSTANDING

SELLINGSTRATEGY

TRUTH ABOUT MAN

TRUTH ABOUT CULTURE

TRUTH ABOUT COMMUNICATION

TRUTH ABOUT CATEGORY

Answer is key strategic question on question has advertising to fulfill what role?

TO EDUCE? TO APPLAL? TO SHOCK?

EXAMPLES

Suasioned charactere of communication

Selling Strategy: Emotional engagement

SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder

http://www.youtube.com/watch?v=c2nvAFOk7x0

TVC

Selling Strategy: Emotional engagement

SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder

PRINT

Selling Strategy: Emotional engagement

SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder

PRINT

Selling Strategy: True Stories

http://www.youtube.com/watch?v=AjCdVMeRhwY

SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate

TVC

Selling Strategy: True Stories

SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate

PRINT

Selling Strategy: True Stories

SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate

PRINT

Selling Strategy: Symbolism

http://www.youtube.com/watch?v=_kNnXPSGRhU

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

TVC

Selling Strategy: Symbolism

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

PRINT

Selling Strategy: Symbolism

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

PRINT

Selling Strategy: Content Creation

http://www.youtube.com/watch?v=h-8PBx7isoM

SPECIFIC ROLE OF THE ADVERTISING: to strike fancy

TVC

Selling Strategy: Content Creation

SPECIFIC ROLE OF THE ADVERTISING: to strike fancy

PRINT

Selling Strategy: Content Creation

SPECIFIC ROLE OF THE ADVERTISING: to strike fancy

PRINT

Selling Strategy: Knock or Panegiric

http://www.youtube.com/watch?v=foE3ZdVgnEk

SPECIFIC ROLE OF THE ADVERTISING: to terrify

TVC

Selling Strategy: Knock or Panegiric

SPECIFIC ROLE OF THE ADVERTISING: to terrify

PRINT

Selling Strategy: Knock or Panegiric

SPECIFIC ROLE OF THE ADVERTISING: to terrify

PRINT

Selling Strategy: Disruption

http://www.youtube.com/watch?v=BdkYsYN8QjU

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

TVC

Selling Strategy: Disruption

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

PRINT

Selling Strategy: Disruption

SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)

PRINT

Selling Strategy: Hiperrealism

http://www.youtube.com/watch?v=5Z23CzSONiU&p=7E845FE7742AE9EF&index=12&playnext=3

SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock

TVC

Selling Strategy: Hiperrealism

SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock

PRINT

Selling Strategy: Hiperrealism

SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock

PRINT

COMMUNICATION Brief

NEUROMARKETINGNEUROMARKETING

Final creative concepts should be examined with neuromarketing tools ( in paralell to qualitative research / focus groups ).

Neuromarketing

NEURO TRACE™ referential analysis

Polish research company, Laboratory & Co, decided to conduct a neuromarketing test going beyond verbal self-reports to analyze people's subconscious, neurophysiological responses to the spot SONY Bravia „The

Balls” 2005 . They invited 45 Warsaw citizens (50% of males and 50% of females) who represented the target group for the flat TV product category.

Each of the respondents watched the commercial and they recorded, 500 times per second, their brainwaves (EEG) and their skin conductance (SCR).

Results: - the ad has a strong potential to stand out in a commercial block (because of intense positive emotion of the opening scene). - genuine outburst of emotions comes with the shot that many people from outside the advertising industry cannot even remember. It arouses a strong positive response that last throughout the rest of the spot, i.e., during the presentation of the product benefit (inscription: “Color”), during product display(inscription: “SONY Bravia”) and in the final scene, where the slogan (“like no other”) and the brand (SONY) are presented. It is first peripheral cue.

The base of strategic thinking for effective implementation „TURN ON THINKING” campaign is perceiving it as one platform (way of thinking) consisting of three elementary questions:

 - sober driving

- seat belts- safe speed

 The longterm aim is only one: safety increase!

 Another key questions is complete review of all „TURN ON THINKING” activities across Poland and analysis

of worldwide best practicies (non profit campaign case studies). It is necessary to analize strategic communications, media effectiveness, information careers and other communication possibilities within

integrated campaign, publicity and PR’s. 

Complex target group understanding requires advanced qualitative and quantitative researches and social culture studies, so that we could prepare proper: selling strategy, communication strategy (especially tone of

voice) and develop long term activities. 

Step by step we would use specialized tools available in Consortium to scan effectiveness of our actions.

SUMMARY

Rafał Maciąg

2010