Turn On Thinking

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Transcript of Turn On Thinking

  • TURN ON THINKING!Strategic conceptby Rafa Macig

  • DrogaDroga na tamten wiat.

    I. IntroductionII. Message sender / Target group first impresionIII. Common consciousness issue- Todays marketing essenceIV. Individualised message (I amSTERDAM case study)V. Mental tensionVI. Metodology and strategic toolsVII. Semiotic solutions (Selling strategy)VIII. Selling/Strategic briefIX. Communication briefX. Neuromarketing referential analysis (Sony Bravia)XI. SummaryCONTENTS

  • 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.Its 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 facingUnless you have satisfactory answers to these questions,

    you need more focus.

  • Do we really knowWHO 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

  • Lets 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 groupdoesnt 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.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. Amsterdamwhile 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 its target group putting aside qualitative arguments (we only have one museum/ Van Goghmuseum we have 39 various museums)CASE STUDY

  • MENTAL TENSIONWhat 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 itthrough more human lens?They let's make map of methodology

  • Strategic thinking 2.0Map ofMetodology

    Experience / Know-how Brave / CreativityResearchSemiotics solutionHuman Purpose

    NeuromarketingPeople Behaviour

    PROCESSPROCESSPROCESS

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  • The objective of the research for the TURN ON THINKING campaignIdentifying the current problematic perceptions, attitudes and behaviour : common international misperceptions are:I drink small amount that does not affect my driving at allI am a good and experienced driver and can control my drivingI was never caught and there is a zero chance to be caught this timeIt is only a short drive and the roads are emptyI have a good car and I am safe even if an accident happensI have no choice, as there is nobody to drive my carEven if I am caught, the penalty is small and worth the riskIdentifying 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 groupIdentifying 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 PolandIdentifying 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 drivingDrinking and driving will cost you your license, freedom and even lifeParents watch your kids and do not let them drinkAlways designate a sober driver when going to pub/party/outTesting the proposed creative: it is recommended to research the proposed creative and to fine-tune to campaign materials to obtain maximum effectMeasuring 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 campaignIdentifying 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 FindingIntl practice / polish experiencePolish Accident data baseQualitative research / focus groupsQuantitative research on perception & stated behaviorObserved behaviorNeuro-marketing Gain insight into current perceptions, attitudes and behaviorIdentify current risks and weak pointsDetermine target groupsCompare with international benchmarksIdentify potential messagesTest creative materialsMeasure campaign effectiveness (before-after)

  • SELLINGSTRATEGYTRUTH ABOUT MANTRUTH ABOUT CULTURETRUTH ABOUT COMMUNICATIONTRUTH ABOUT CATEGORYModel semiotics tool

  • TRUTH ABOUT MANHuman behaviourSelf-assessmentSocial rolesProblem solvingAuthority

    What is important?

    Mindsets

    Insights

    Noticing world

  • TRUTH ABOUT CULTURECultural ethnography

    Semantics&Hermeneutics

    Memetics

    CulturalFuel

    Politicalculture

    Mentalculture

    Semiotics solutions

    CulturalRelevance

  • TRUTH ABOUT CATEGORY

    Social psychology

    CulturalRelevance

    PROBLEM ARCHEOLOGY

    Politicalcosts

    ADVERSARY

    Victims

    Services

    Statictics

    Socioeconomic costs Eye witnesses

    Places

    Figures

    CategoryRe-Definition

  • TRUTH ABOUT COMMUNICATION

    MediaDynamic

    Touch points

    IntegratedMarketingSymbolism

    Hiperrealism

    Knock or Panegyric

    SocialMarketing

    EmotionalEngagement

    HolisticSolusions

    360o

    True Stories

    MediaAgnostic

    Clutter

    Publicity PRs

    Ambient Guerilla Event

    Selling Strategies

    ContentCreation

    Disruption

  • ACCUMULATION

    UNDERSTANDING

    SELLINGSTRATEGYTRUTH ABOUT MANTRUTH ABOUT CULTURETRUTH ABOUT COMMUNICATIONTRUTH ABOUT CATEGORY

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

    TO EDUCE? TO APPLAL? TO SHOCK?

  • EXAMPLESSuasioned charactere of communication

  • Selling Strategy: Emotional engagementSPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonderhttp://www.youtube.com/watch?v=c2nvAFOk7x0TVC

  • Selling Strategy: Emotional engagementSPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonderPRINT

  • Selling Strategy: Emotional engagementSPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonderPRINT

  • Selling Strategy: True Storieshttp://www.youtube.com/watch?v=AjCdVMeRhwYSPECIFIC ROLE OF THE ADVERTISING: to terrify and educateTVC

  • Selling Strategy: True StoriesSPECIFIC ROLE OF THE ADVERTISING: to terrify and educatePRINT

  • Selling Strategy: True StoriesSPECIFIC ROLE OF THE ADVERTISING: to terrify and educatePRINT

  • Selling Strategy: Symbolismhttp://www.youtube.com/watch?v=_kNnXPSGRhUSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)TVC

  • Selling Strategy: SymbolismSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)PRINT

  • Selling Strategy: SymbolismSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)PRINT

  • Selling Strategy: Content Creationhttp://www.youtube.com/watch?v=h-8PBx7isoMSPECIFIC ROLE OF THE ADVERTISING: to strike fancyTVC

  • Selling Strategy: Content CreationSPECIFIC ROLE OF THE ADVERTISING: to strike fancyPRINT

  • Selling Strategy: Content CreationSPECIFIC ROLE OF THE ADVERTISING: to strike fancyPRINT

  • Selling Strategy: Knock or Panegirichttp://www.youtube.com/watch?v=foE3ZdVgnEkSPECIFIC ROLE OF THE ADVERTISING: to terrifyTVC

  • Selling Strategy: Knock or PanegiricSPECIFIC ROLE OF THE ADVERTISING: to terrifyPRINT

  • Selling Strategy: Knock or PanegiricSPECIFIC ROLE OF THE ADVERTISING: to terrifyPRINT

  • Selling Strategy: Disruptionhttp://www.youtube.com/watch?v=BdkYsYN8QjUSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)TVC

  • Selling Strategy: DisruptionSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)PRINT

  • Selling Strategy: DisruptionSPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)PRINT

  • Selling Strategy: Hiperrealismhttp://www.youtube.com/watch?v=5Z23CzSONiU&p=7E845FE7742AE9EF&index=12&playnext=3SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shockTVC

  • Selling Strategy: HiperrealismSPECIFIC ROLE OF THE ADVERTISING: to baffle and to shockPRINT

  • Selling Strategy: HiperrealismSPECIFIC ROLE OF THE ADVERTISING: to baffle and to shockPRINT

  • COMMUNICATION Brief

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

  • NeuromarketingNEURO TRACE referential analysisPolish 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 speedThe 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 PRs.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

  • Rafa Macig

    2010

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