Apg talk v1
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Transcript of Apg talk v1
APG WestP e r s p e c t i v e s i n p l a n n i n g
03/11/16
What Do I know?
MARK
HANCOCK
P e r s p e c t i v e s i n p l a n n i n g
@Holycow
www.holycowiam.com
DMB&B
WHAT THE PLANNER
SAW
THE NEXT 20 MINS
What is planning
Where is it going
Who/what is stopping us
Something to take away
What makes a good one
KNOWLEDGE
“First tell me what you know.Then tell me what you think.”
Terry LeahyCEO Tesco
SPOILER ALERT
There is no absolute truth.
Merely information shaped by the context it is
deployed in.
A Bthis bit
WHAT IS PLANNING?
SARTORIAL INTELLIGENCE
Science
Smart Art
Art
1968 2000+
Observable human behaviour Ads, ideas, conversations, storytelling, utility, entertainment, fame, content
A Bhuman insightsclients
marketsculturebrands
advertisingbusiness objectivemarketing objective
brand objective£
WHAT IS PLANNING?
was
A Bclientspraxeologyeconomics
techdata
marketsculturebrands
advertising (sometimes)
business objectivemarketing objective
brand objective£
A SHIFT IN PLANNING:
is
WHY PRAXEOLOGY?
“economics is the science of human action…
Buteconomic statistics are merely historical data - they can tell us what happened, but they can't
tell us why”
Ludwig Von MisesAustrian School of Economics
THE DEDUCTIVE STUDY OF HUMAN CHOICE & ACTION
WHY NOT PRAXEOLOGY?
“I HATE YOU!!!!!!!!!!!!!!!!!!”
Ayn RandPhilosopher, writer, playwright
SARTORIAL INTELLIGENCE
Science
Smart art
Art
1968 2016
Science
2017
Observable human behaviour stuff Quantified human behaviour
a mild mistrust of other planning disciplines – media, direct, digital, comms etc.
WHAT BINDS PLANNERS TOGETHER?
was
A united mild hatred for management consultants.
WHAT BINDS PLANNERS TOGETHER?
is
“People don’t believe facts they believe experts.”
Daniel KahnemanPsychologist
BELIEF
Management Consultant
Brand Consultant
AdvertisingBloke
EVOLUTIONARY INTELLIGENCE
GOOGLE Everyone else
EVOLUTIONARY INTELLIGENCE
A Bclientspraxeologyeconomics
techdata
marketsculturebrands
advertising (sometimes)
business objectivemarketing objective
brand objective£
WHY THE SHIFT?
is
SHIFT: MARKETING FOLLOWS TECHNOLOGY
STONE AGEBRONZE AGE
IRON AGEAGRARIAN AGE
RENAISSANCEENLIGHTENMENT
INDUSTRIAL REVOLUTIONROMANTICISM
MODERNISMPOST-MODERNISM
INFORMATION AGECREATIVE AGE
VELOCITY AGE
VELOCITY CHANGES EVERYTHING:
THE REMIT OF THE CMO:
“Make me some advertising ideas to make people love my brand”
BudgetBrand EquitySales/PricingDistributionPackagingAdvertising
Was
(and me famous)
BudgetOrganisational structure
IT InfrastructureData
Brand EquitySales/PricingDistributionPackagingAdvertising
“Make some experiences we can make advertising about to make people love the brand”
THE REMIT OF THE CMO:
Is
(oh…and me famous)
THE ANSWER IS NO LONGER ADVERTISING:
CMO
CreativeUX
Multi-ChannelCustomer Experience
Customer Experience
BUT THE GOAL IS ALWAYS THE SAME:
Inertial
Functional
Transactional
Emotional
Unconscious habitual usage
Usage determined by proximity or availability
Financially incentivized behavior
Emotional Utility
Like
lihoo
d to
Rec
omm
end
Less More
More
Shares my valuesSupports meShares my interestsRewards me emotionallyEntertains me
SO LEARN HOW TO BE USEFUL & INTERESTING:
Effort
Time Spent
10%Tacit
Knowledge
80%U&I @ Moments That Matter
Purchase
SIMPLIFY YOUR UNDERSTANDING OF THE CUSTOMER JOURNEY:
At home On the move In store
What is the brand promise?How can the brand help them or be useful and interesting?
Can we be personal?What tech do we need?What data drives this?
Costs a lot
ADD VALUE WHERE OTHERS DON’T:
Costs nothing
No effect Big effect
STRATEGYCONSULTANCY
BULLSHITINTUITIVE
QUANTIFIED SYNTHESIS
PLANNERS:Aim here
UNDERSTAND THE PYSCHOLOGICALDIFFERENCE IN VALUE BETWEEN:
PersonalisedPersonal
Communications Experiences
HelpfulHelping
Vs
CREATE COMPETITOR ENVY BY OWNING CREATIVE IDEAS (NOT ADVERTISING)
“why didn’t I think of that?”
NEVER TALK ABOUT ‘T-SHAPED’ PEOPLE
DEVELOP YOUR INNER ‘X’ :
Innate curiosity about
human behaviour
Intellect of a Brand Planner
Financial acumen of a Management Consultant
Patience of a Gardener
Geekiness of a Hacker
Innate curiosity about
human behaviour
Be nice
Be clear
Become fluent in finance: Understand how your client makes and loses money
Avoid bullshit (or get good at lying)
Learn to prevent goal dilution
Be endlessly curious
FINALLY:
Why? A S K
A L O T
S U M M A R Y
1. Trust between brand and consumer2. Common identity between brand and consumer3. Point of difference between brands in a set
@Holycow