Fringe planning
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21-Oct-2014 -
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Transcript of Fringe planning
Griffin FarleySwedish Account Planning Group
Stockholm 2011
FRINGE PLANNING
WHAT. . . NO PROPAGATION PLANNING?
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“We want to hear something that nobody has heard before”
- Leon Phang@theplanninglab
GRIFFIN FARLEY: STRATEGY DIRECTORYear 1 Year 2 Year 3-5 Year 6 Year 9-11 Year 12+Year 7-8
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INNOVATION ONE
4Gundam Wing meets Warhammer 40K Game
INNOVATION TWO
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Half-Sizes for Women’s Clothing
INNOVATION THREE
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Double the brand presence on shelf
WHAT DO THEY ALL HAVE IN COMMON?
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The client didn’t buy any of these ideas. They were killed.The ad agency (or brand consulting firm) moved on.
SEGMENTS OF PLANNING
Account PlanningInspires better Creative
Connection PlanningInspires better Media/ Context/ Engagement
Comms PlanningInspires better Campaign Management
Propagation PlanningInspires better Word of Mouth
Transmedia PlanningInspires better Storytelling
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Fringe PlanningInspires better Innovators
Brand ConsultingInspires better Marketing
THESE TOOLS INSPIRE DIFFERENT PEOPLE
Account PlanningPlanners inspire Creative Teams
Connection PlanningPlanners inspire Media Planners
Comms PlanningPlanners inspire Clients in charge of rolling out Campaigns
Propagation PlanningPlanners inspire Digital Ninjas/ Social Media Experts
Transmedia PlanningPlanners inspire Digital Creative Teams
9Fringe Planning
Planners inspire Creative Technologists/ Inventors
Brand ConsultingStrategists inspire Clients in charge of the Brand
THE NEW AGENCY HIRES
CREATIVE TECHNOLOGISTS/ INNOVATORS
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FRINGE PLANNERS
WHO MIGHT INSPIRE THESE PEOPLE?
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Fringe Planners
Part InnovatorPart Technologist
Part Naming SpecialistPart Trend ForecasterPart Account Planner
Part Community Manager
THE VENTURE CAPITAL EFFECT
HOW DO AGENCIES INNOVATE?
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The question of the decadeLet’s review the situation
TALENT
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Ad agencies have recruited some of the most creative people in the world
BYPRODUCTS
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The byproduct of agencies are ideas that don’t get sold,or they are not appropriate for that particular client
FUNDING
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Agencies are establishing venture capital fundsto take their own ideas to market
REVENUE
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50% 50%
CLIENTS IP
Agencies want to control their fate and would like half of their revenue to come from clients and half from IP they own
THE MOVEMENT IS HAPPENING
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THE MOVEMENT IS HAPPENING
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THE MOVEMENT IS HAPPENING
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THE IDEA IS SPREADING
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Anomaly (NY, London)
BBH ZAG (NY, London)
KSB+P Ventures (NY)
Deutsch Consigliere (NY)
Trumpet (New Orleans)
Rockfish Interactive (Arkansas, Ohio)
...and many more
AGENCIES OPENING COFFEE SHOPS
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AGENCIES STARTING MAKE UP LINES
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AGENCIES LAUNCHING SOFTWARE
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AGENCIES LAUNCHING SOFTWARE
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http://www.youtube.com/watch?v=kO-eFqFLKtA
HOW TO DO IT?
DO IT DIFFERENT
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Are companies inventing products that their factories can make, or products they know consumers want to buy?
R&D FORMULATION
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R&D people make interesting formulations aimed at filling important and unmet needs in a category
R&D TO CONCEPT TEST
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The marketing department describes these product features and tests these features with consumers
CONCEPT TEST TO BRAND PERSONALITY
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Finally, the marketing people take the winning concept to the ad agency, which figures out the brand voice and personality
FLIPPING THE R&D PROCESS
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WHERE TO BEGIN?
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Find the Consumer Paradox
SOLUTIONS TO CONSUMER PARADOXES
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Babies scream on airplanes when business travelers want sleep. OH WELL
A challenging career takes lots of time and investment, but so does a satisfying home life. OH WELL
People want to be healthy but they also don’t want to make an extraordinary effort. OH WELL
HOW AGENCY PEOPLE INNOVATE
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Energy or Attraction
Conflict orTension
ConsumerInsight
NameDesignAttitude
Human ProblemListen to Complaints
Low Energy Category
Behavior ShiftsTechnology Shifts
Market Size
THE HAPPY MEAL
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Bob Bernstein
METHOD
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Eric Ryan
AREA/ CODE SOLD TO ZYNGA
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Kevin Slavin
FOURSQUARE
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Dennis Crowley
WE CAN DO BETTER THAN THIS
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SOUTH EAST TOYOTA + 22SQUARED
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MY FAVORITE TOOLS
READ
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MANAGE YOUR TO DO LIST
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GET A GOOD NAME
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VIRTUALLY INCORPORATE
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BUILD A WEBSITE
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MEASURE THE TRAFFIC
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BUILD AN EMAIL DATABASE
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DO CONSUMER RESEARCH
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LET PEOPLE VOTE ITEMS UP AND DOWN
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BOOKS
WHAT I READ
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THE QUESTIONS
WHAT IF WE INCREASED RETENTION?
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What if our employees could ignite their own ventures with agencies as partners,
increasing retention on projects they own?
CAN AGENCIES DO BOTH?
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What if we offered clients both a world class agency and an idea incubator that created brand value instead of marketing expense?
BRAND INVENTION
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What if in addition to funding Marketing,our clients were building equity?
ARE AGENCIES ATTRACTIVE?
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What if we created an industry where entrepreneurs brought us their ideas, instead
of a Traditional VC or Angel Investor?
CONTACT
GRIFFIN FARLEY - STRATEGY DIRECTOR
WWW.PROPAGATIONPLANNING.COM
(Coming Soon) WWW.FRINGEPLANNING.COM