Winning at MACE 2012 in ADVERTISING or FILM & MEDIA
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Transcript of Winning at MACE 2012 in ADVERTISING or FILM & MEDIA
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Winning at MACE 2012 in ADVERTISING or FILM & MEDIA
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A Generic Checklist for YOUR ENTRY
1Your MOTIVATION1. Describe the challenge in full.2. What is the impact of the challenge on
your institution?3. Provide sound reasoning why THIS
CHALLENGE was tackled (example it ranks as a TOP 3 or TOP 5 Marketing Priority).
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A Generic Checklist for YOUR ENTRY
2Your TARGET AUDIENCE1. You know your audience better than anyone.2. Make sure you convey as MUCH DETAIL as possible
here.3. The more detail you provide the easier it is to judge
the choices made wrt Methods and Strategies, Effectiveness, Results etc.
4. Numbers are KEY. How manyy people? Where are they? What is their background? What is their need? Etc.
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A Generic Checklist for YOUR ENTRY
3Your OBJECTIVESS = SpecificM = Measurable.A = AttainableR = RealisticT = Time based / Trackable
“Between 1 and 31 May 2012 our new undergrad campaign needs to deliver at least 20 000 fully completed applications for admission that can be realistically tracked tothe campaign.”
Set your objective BEFORE the campaign. Not afterwards.
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A Generic Checklist for YOUR ENTRY
4Your Methods / Strategies
1. Share HOW you arrived at the solution and not only the solution.
2. What resources did you tap? What research was used to decide on the final strategy? The more facts back up your strategy the better.
3. Address Media Strategy, Creative Strategy etc.
4. Media Strategy: Which medium works best to reach your described target market / prove it.
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A Generic Checklist for YOUR ENTRY
5Your EffectivenessWrt Budget, Time & ResourcesYour strategy needs to fityour budget, resources and time.
There is no use spending R 100 000 onProduction and R 20 000 on Media (The tail iswagging the dog).
Frequency in message exposure = KEY.
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A Generic Checklist for YOUR ENTRY
6Your RESULTSPut your results up against your objectives andaddress point by point what you achieved withhard facts.
“We got some great feedback” is not a substantial indication of success.
vs
“We achieved a 120% increase in applications between 2011 and 2012.”
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A Generic Checklist for YOUR ENTRY
7Work SamplesCovered separately under Advertising & Film & Video Sections.
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ADVERTISING
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Advertising | Keep in Mind
Effectiveness = KINGWhat works vs “That’s nice...”.
Decision making driven by what is effective and proven to be so.
Experience? What delivers the best results?
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Does this work
?
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Advertising | Keep in Mind
Experiment & OPTIMISESame Mediums. Same Days. But ad A delivers 4 TIMES THE RESULTS of ad B.
What can you tweak in your media strategy / creative strategy to optimise results?
Nothing is 100% from the outset. We don’t expect perfection.
We expect illustration of continuous fine tuning to optimise.
4 vs 1
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Advertising | Keep in Mind
X PollinationAre your mediums pushing to each other?
Does your print ad contain links to your Social Media?
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Advertising | Keep in Mind
Ease of ConversationWe live in the short attention span economy .
How are you adapting your processes to cater for this and ensure less leads get lost?
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Advertising | Keep in Mind
CONSISTENCY = KEYEnsure message consistency across mediums as it
creates a BIGGER NET RESULT than a fragmented approach.
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Advertising | Keep in Mind
POD’sPoints of Difference.
Do you have enough in your advertising?
THE TEST is – If I replace your logo with someone else’s will the consumer know the ad is not right?
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Advertising | Keep in Mind
Your Brand AmbassadorsEach of you probably have a minimum of 10 000
Brand Ambassadors that have already been CONVINCED of the merits of your OFFER.
Considering including your CURRENT STUDENTS / STAFF when you spread your advertising
message.
You can do this very cost effectively through internal email communication. They WILL send it on
and spread your message.
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Advertising | Keep in Mind
Work SamplesJudged on best STRATEGIC Creative Fit.
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FILM & VIDEO
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Consider your AudienceWho is going to be the end viewer?
Your end product must fit with the mindset of your end consumer ito music, visuals, pace etc.
FILM & VIDEO
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LengthIn general shorter is better.
Constantly ask the question – is it critical to include that item?
If YES, then spice it up visually to keep viewer interest.
FILM & VIDEO
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GraphicsVisually Interesting use of Graphics enables the most BORING subject to be
come interesting.
Graphics can tell a very compelling story – especially when mixed with shot footage!
FILM & VIDEO
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BudgetThe Winners = not the ones with the BIGGEST BUDGET.
FILM & VIDEO
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DistributionConsider how you distribute your final product.
YOUTUBE enables quick uploads and massive potential instant reach.
Consider using your other media tools to push to view – your internal communication, newsletters
etc.
Consider versus traditional DVD delivery etc.
FILM & VIDEO
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Thank you for your time.