Create IMC Work By Asking The Right Questions
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Transcript of Create IMC Work By Asking The Right Questions
Gino BorromeoVP/Head of Planning
McCann Worldgroup Philippines@manilapaper
4As ARAL: IMC7 SEPT 2012
MEET YOUR TEAM ANDGIVE YOURSELVES A NAME
AGENDA FOR THE DAY
AM: STRATEGY
1. INTRO AND ICEBREAKER 2. IMC: WHAT IS IT? AND WHY DO WE NEED IT?
3. HOW DOES ONE GO ABOUT CREATING IMC?
COFFEE/CIGARETTE BREAK
4. PROBLEM DEFINITION
5. THE GOAL/RESPONSE
6. TARGET PROFILING
7. BRAND ROLE
LUNCH
9:00-9:30
9:30-9:45
9:45-10:00
10:00-10:15
10:15-10:45
10:45-11:00
11:00-11:30
11:30-12:00
12:00-1:00
PM: IDEA + EXECUTION
8. THE IDEA
9. HOW THE IDEA WILL BE EXPERIENCED 10. CASE WORK BRIEFING
11. CASE WORK
12. PRESENTATION TO PEERS + FEEDBACK
1:00-1:30
1:30-2:00 2:00-2:30
2:30-4:30
4:30-5:30
WHAT IS IMC?AND WHY DOES IT MATTER?
WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?
“A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force”
“An approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND
ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE
WHILE ADVERTISING CAN DO MANY THINGS,IT CANNOT SOLVE EVERYTHING
THE SOLUTIONTO MANY MARKETING PROBLEMS
IS NOT NECESSARILY JUST ADS
Kit Kat Mail (Japan)
EVERYTHING A BRAND DOES COMMUNICATES
BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”
BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT
HOW PEOPLE EXPERIENCE A BRAND
A PRACTICAL DEFINITION OF IMC
A SOLUTION TO A CLIENT’S BUSINESS PROBLEM
THAT USES DIFFERENT FORMS OF COMMUNICATION
TO CREATE A SEAMLESS EXPERIENCE OF THE BRAND
SO HOW DOES ONE GO ABOUTCREATING IMC WORK?
3 ESSENTIALS
#1: A MINDSET CHANGE
THINK SOLUTIONS,NOT JUST AD CAMPAIGNS
#2: HONESTY AND HUMILITY
IT IS IMPOSSIBLE FOR ONE PERSONTO KNOW EVERY SINGLE THING
MORE FORMS OF CREATIVITYTHAN EVER BEFORE
MORE KNOWLEDGE AND DATATHAN EVER BEFORE
WE WILL NEED TO COLLABORATEMORE THAN EVER
#3: KEEP ASKING QUESTIONS
“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT
ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS
QUESTIONS AS A PRACTICAL TECHNIQUETO CREATING IMC WORK
PART 1: IMC STRATEGY
PROBLEM DEFINITION
GREAT SOLUTIONSREQUIRE GREAT PROBLEMS
THERE ARE DIFFERENT KINDS OF PROBLEMS
There are different levels of problem
Business
Marketing
Brand
Communication
Channels
Creative
Eg. Profit margin is too low to sustain share price
Eg. Price premium unsustainable
Eg. User imagery is wrong
Eg. No awareness of the product range
Eg. Can’t afford TV
Eg. People don’t understand the advertising
Diagnosing the right problem is essential
HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED
BUSINESS PROBLEM
“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”
MARKETING PROBLEM
“TOURISTS SEE TRAVEL TO THE PHILIPPINESAS GRUELING, NOT ENJOYABLE”
COMMUNICATION PROBLEM
“WE NEED TO CHANGE THE TARSIER AND DEVELOP AN ENGLISH TAGLINE”
FIND THE REAL PROBLEM TO SOLVE
LIKE A CHILD, KEEP ASKING
“WHY?”
PROBLEM DEFINITION TECHNIQUE
WHY?
ROM SALES ARE DECLINING
ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS
WHY?
THEY THINK THESE BRANDS ARE COOLER
THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN
THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA
WHY?
WHY?
WHY?
QUICK EXERCISE
“IN THE NEXT 12 MONTHS, WE WANT TO GET OUT OF THE TOP 10 OF THE WORLD’S WORST AIRPORTS”
GOAL/RESPONSE
WHAT CHANGE DO WE WANT TO ACHIEVE?
IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED
IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE
IT ALSO SETS THE MEASURE OF SUCCESS
FROM TOGOAL SETTING TECHNIQUE
PROBLEMINDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE
MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN
CLIENT BRIEFCONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TO BUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES
FROMI DON’T SEE THE NEED
TO SHAVE
TOSHAVING MAKES ME MORE
ATTRACTIVE TO WOMEN
EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
PROBLEM?
GOAL?
TARGET PROFILING
OUR IDEAS AIM TO MOVE PEOPLE
“NOTHING IS SO POWERFUL AS AN INSIGHT INTO HUMAN NATURE...WHAT COMPULSIONS DRIVE A MAN...WHAT INSTINCTS DOMINATE HIS ACTION.
IF YOU KNOW THESE THINGS ABOUT A MAN YOU CAN TOUCH HIM AT THE CORE OF HIS BEING.”
BILL BERNBACH
FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES)
THAT WE CAN CONNECT TO
WHO SHOULDWE TARGET?
WHY ARE THEY WORTH TARGETING?
WHAT’S UNUSUAL ABOUT THEM?
TARGET PROFILING TECHNIQUE
THE BRIEFINCREASE NAB’S CUSTOMER BASE
WHO?AUSTRALIANS WHO ARE MORE WARY
OF BANKS AFTER THE GLOBAL RECESSION OF 2007
THEY ARE SO WARY OF BANKS THAT THEY BELIEVETHE TOP 4 BANKS OF AUSTRALIA
ARE IN COLLUSION WITH ONE ANOTHER
EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
TARGET PROFILE?
BRAND ROLE
WHAT A BRAND DOESIS JUST AS IMPORTANT
AS WHAT IT SAYS
PROPOSITIONS LEAD US TO MESSAGES(WHICH CAN LIMIT OUR THINKING)
INSTEAD OF PROPOSITIONS, THINK ABOUTTHE ROLE THE BRAND CAN PLAY
BRAND ROLE TECHNIQUE
WHAT CAN THE BRAND DO?
WHAT CAN THE BRAND SAY?
“IF YOU SURRENDER, YOU CAN BE HOME WITH YOUR FAMILY THIS CHRISTMAS”
WHAT CAN THE BRAND DO?
BRING CHRISTMAS TO THE REBELS SO THEY REALIZE WHAT THEY’RE MISSING
WHAT CAN THE BRAND SAY?
“EXPLORE THE BIGGEST COUNTRY IN THE WORLD”
WHAT CAN THE BRAND DO?
TURN REGULAR PEOPLEINTO EXPLORERS
EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
WHAT COULD THE 4As DO?
PART 2: IMC IDEA + EXECUTION
THE IDEA
AN IDEA BRINGS EVERYTHING TOGETHER
WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS
FIND THE IDEA
IDEA = THE THEME
EXECUTIONS = TACTICS BASED ON THE THEME
A GOOD IDEA...
FEELS INTUITIVELY TRUE
CHANGES THE WAY YOU LOOK AT A BRAND
INSPIRES CREATIVITY IN DIFFERENT CHANNELS
WE BELIEVE THATEVERY BABY IS A LITTLE MIRACLE
PRODUCTS ADVOCACIES ADVERTISING
PARTNERSHIPS APPS AND TOOLS PACKAGING
WHAT’S THE IDEA?
EXERCISE
WHAT’S THE IDEA?
YOU CAN ACCOMPLISH ANY MISSIONWHEN YOU USE THE YELLOW PAGES
HAPPINESS IS BETTER WHEN IT’SSHARED WITH A FRIEND
THERE IS A VOYEUR IN ALL OF US
EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
IDEA?
HOW THE IDEA WILL BE EXPERIENCED
“We have to rethink what we call media.
Media used to be simply a way for brands to target consumers, but today, media is the way that people are engaging with the world around them.
I believe the best brands will become media themselves:the places, spaces, experiences people choose to spend time with.”
Lee ClowTBWA/Chiat Day
RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS
(THAT COMES LATER)
THINK EXPERIENCE
THINK STORY ARC
EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END
WHAT’S THE STORY ARC?
THE STORY ARC
RECRUITING FOR THE JOB OF ISLAND CARETAKER
STORY ARC QUESTION(e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?)
_________________________________
BEGINNING? MIDDLE? END?
THE STORY ARC
FINDING INDIA’S NEXT GENERATION OF LEADERS
CASE WORK TIME!
THE CHALLENGE
CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES
THE BRIEF
RAISE GREATER CONCERN AMONG FILIPINOSABOUT THE DANGERS OF CYBER-BULLYING
THE AMBITION
REDUCE THE INCIDENCE OF CYBER-BULLYINGIN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS
YOUR DELIVERABLES
STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE)
IDEA
EXECUTION
2 HOURS TO WORK
10 MINUTES TO PRESENT
1 WINNER
YOUR PEERS AS THE JUDGES
IN CLOSING
WHAT DID YOU LEARN?
“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT
QUESTIONS ARE AN EFFECTIVE TECHNIQUETO USE IN CREATING IMC WORK
Gino BorromeoVP/Head of Planning
McCann Worldgroup Philippines@manilapaper
THANK YOU