Objec'ves, Strategies and Tac'cs
What Goes Where When
March 11, 2014
Why is this important?
Director
Associate Director
Supervisor
Planner
Why is this important?
Objec'ves Strategies Tac'cs
Why is this important?
• Well wriGen objec'ves & strategies are needed for every stage of planning:
– To set the stage
– Lead to strong “big ideas”
– Keep everyone on the same page
– Inform ques'ons like, “why are we doing this?”
– Explain digital diagnos'c ques'ons like, “why is our CTR is so low?
A real-‐life planning situa'on?
"When my client asks if changing the target from Enterprise CEOs to Expec9ng Moms will have an effect on the strategy, I'm like . . ."
Another real -‐ life planning situa'on?
"When I ask the client who the target is and she says 'everyone,' I'm like . . .”
What is an Objec've, Strategy and Tac'c?
• Business Objec'ves: What is this plan trying to accomplish? – Generally best to have only a few objec'ves – Do not address media types in objec'ves
– Needs to be measureable
• Media Strategies: How will you accomplish the objec'ves? – May include a channel for reaching the target, such as digital
– Does not include a specific vendor or media property
• Media Tac'cs: What specific ac'ons will you take as part of the strategies? – The granular detail – Sites, networks, content, etc.
What will you need to build strategies?
• Business-‐related informa'on: – Business objec've(s) the client wants to achieve – Target audience – Success measures
– Crea've concepts – Budget, 'ming and geography
A strong answer to “what is the measure of success?”
What will you need to build strategies?
• Ask ques'ons to shore up content, and to get beyond briefing documents – Compe''ve insights
» How much they spend? » Where they spend? » When do they spend? » Crea've rota'on?
– Client insights » Consumer media habits? » Consumer shopping/informa'on searches? » Product and shopping cycles? » Product distribu'on plan? » Mature or new product? » Established or new target?
Analogies to remember the difference
• Objec9ve: Stop the bombing • Strategy: Prevent them from making bombs • Tac9c: Sneak into their lab during the night, and steal the chemicals • Objec9ve: Get to work by 9:00am every day • Strategy: Set mul'ple alarms • Tac9c: Put one next to me, one in the bathroom, and one in the hall • Objec9ve: Save 10% of my salary each month • Strategy: Save funds before I can spend them • Tac9c: Auto withdraw 5% into the company plan, and 5% into my
savings account
For Discussion: Examples of Objec'ves
• Obtain 10,000 coupon redemp'on during Q2 • Increase online sales by 15% • Generate 10,000 more Likes on the client’s Facebook page • Create 20% more awareness of the new product • AGain #1 share of market sale in CY 2014 • Increase store traffic across the chain by 20%
ü Is it specific? ü Measureable? ü Does it specify the 'meframe for success? ü How will you know you achieved it?
Measures of Success
• Key Performance Indicators (KPI) – Objec9ve – Increase online sales by 15% – Online Behavior -‐ Drive to site to make a purchase – KPI – Website sales transac'on
– Objec9ve – Increase store traffic across the chain by 15% – Online Behavior – Drive to mobile landing page with
store locator – KPI – Store locator search
– Objec9ve – Create 20% more awareness of the new product
– Online Behavior – Interac'on with ad – KPI – Expand rich ad to read product descrip'on or watch
demonstra'on video
Media Measurement
• Website Analy'cs – Measures every page visit – Measures traffic from every source – Iden'fies common paths and website usability
issues
• Media Analy'cs – Measure key performance indicators – Measures traffic only from paid media – Iden'fies effec'veness of media tac'cs
and enables op'miza'on
Media Analy'cs
• Generate a conversion tag from the ad server • Place the tag on the client website on the page that
confirms the desired behavior – Downloaded coupon – Store locator search result – Thank you page for ecommerce purchase
• Add triggers into rich media ads to measure customer interac'ons
• Conduct online survey – Brand awareness prior to and aler ad exposure
For Discussion: Examples of Strategies
• Concentrate media on markets with restaurant penetra'on index score of 300+
• Reach influencers who will be more likely to spread the message to the decision makers
• U'lize targeted prime-‐'me programming in Q4 • Reach the target while they are in close proximity to the store • Generate assets that will demonstrate the product benefits • Encourage current customers to write tes'monials • U'lize na'onal print publica'ons to generate interest in the movie
launch during December, 2014
ü Does it lead to accomplishing the objec've? ü Is it high level, and does not contain specific
ways for it to be implemented? ü Can tac'cs be used to fulfill on the strategy?
For Discussion: Examples of Tac'cs
• Use Millennial Media to deliver mobile ads to people within a 5 mile radius around each store
• Run pre-‐roll video on CBS.com before sports-‐related content • U'lize email to deliver a printable coupon • Use rich media to allow consumers to find the store near them from
within the banner ad • Bid on compe''ve brand terms within the Google search engine to
conquest people looking for our compe'tors • Only run dinner related ads from 4:00p.m. to 8:00p.m.
ü Does it support the strategy? ü Does it deliver a specific recommenda'on? ü Is it something that can be implemented?
Working Session
Identify if each statement is an Objective, Strategy, Tactic or None
Working Session 1-‐5
Objec've Strategy Tac'c None
1 U'lize rich media ad units to deliver video X X
2 U'lize local news sites such as Click On Detroit X
3 Carefully evaluate where the money will be best spent X
4 Reach target audience when they are most likely to be at home X
5 Run ads on CBS.com during the 'mes that the event is on the air to generate tune in X
Working Session 6 -‐ 10 Objec've Strategy Tac'c None
6 Use influencers to help seed the message and create excitement and an'cipa'on for the new product X
7 Leverage paid media to amplify the social conversa'on with those talking about the product and category X
8 Include mobile adver'sing to reach busy women X X
9 Increase Year-‐over-‐Year sales of widgets by 15% X
10 Increase store traffic at the Denver loca'ons by 50 people per day X
Working Session 11-‐15
Objec've Strategy Tac'c None
11 Increase the average purchase amount X
12 Increase profit of key client services by 21% X
13 Create a sense of immediacy to drive traffic in-‐store X
14 Increase awareness of the brand 10% X
15 Place audio ads on Pandora X
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