training for planners

Digital training for planners

“If you want to

understand change you

need to be part of it.”

You can’t

“teach digital”

• Shot of guitars

Since the beginning of time…

The world is a big place…

So how is this relevant?

Let’s

compare

Assumptions

Brand Product Control Audiences

Single Unique Thread Broadcast

Channels Advertising Campaign

Effect Slow Build Over Time

Frequency Reach Interruptive

Brand

Advertising

Product Control Audiences

Single Unique Thread

Channels

Broadcast

Campaign

Effect Slow Build Over Time

ReachFrequency Interruptive

Challenge 1: Reach

Challenge 2: Impact on Reach

Digital is a little

different…

Brand Product Control Audiences

Single Unique Thread Broadcast

Channels Advertising Campaign

Effect Slow Build Over Time

Frequency Reach Interruptive

Brand

Advertising

Product Control Audiences

Single Unique Thread

Channels

Broadcast

Campaign

Effect Slow Build Over Time

ReachFrequency Interruptive

The fundamental

assumptions are

different

So the approach

needs to be

different

It’s Challenging

Universe of channels

Massive Audience

Who have no attention span

They have no attention span

And enormous power to ignore you

Block you out

Tell everyone you suck!

Tell everyone you suck!

Kotler is old school but on the money

Advertising agencies can no longer prosper just by creating

ads and choosing media. There are so many new ways to

communicate today. Smart ad agencies will transform

themselves into full-service communication agencies. They

will work with their clients to choose the best messages and

media vehicles, whether these are in the form of ads, press

releases, events, sales promotions, sponsorships, direct mail,

email or telesales. – Kotler http://www.globalleadersevents.com/downloads/downloads/AdvertisingvsPR_Kotler.pdf

Management is hard

Management is hard

Requires a different approach

Digital Landscape

• Websites

• Applications

• Branded content initiatives

• Programmes

• Mobile services

• Purchase process

Information/Service Delivery

DemandGeneration

CRM/Loyalty

• Online Media

• eDM

• Content Sponsorship

• Editorial

• Microsites

• Search Marketing

• Subscription programmes

• Rewards programmes

• Membership Facilities

Brand ConsiderationsOperations

TrendsTechnology

Brand DR

The path to loveCommunicatorsCommunicators

These talk to people who

don’t know us or the message

we have to send – Get ‘em

interested

These talk to people who

don’t know us or the message

we have to send – Get ‘em

interested

InfluencersInfluencers

These inform, excite, explain, motivate etc – Reel ‘em in.

These inform, excite, explain, motivate etc – Reel ‘em in.

OptimizersOptimizers

These maximize the enjoyment of the purchase

and encourage re-purchase. Keep the love

fresh and relevant

These maximize the enjoyment of the purchase

and encourage re-purchase. Keep the love

fresh and relevant

FulfillersFulfillers

These deliver the goods in a way that seals

the deal.

These deliver the goods in a way that seals

the deal.

BrandBrandFascinationFascination

Marketing ArchitectureSales Path

Source Of Prospects Entry Point Outcome

CustomiseOnline Booking

Test DriveDealer

CustomiseOnline Booking

Test DriveDealer

Awareness &Consideration

Consideration &Selection

Selection &Sale

ATL MediaATL Media

Online Ads etcOnline Ads etc

Keep up the momentum Execute sales effectivelyDrive awareness

Dealer/Test DriveDealer/Test Drive

Microsite / WebsiteMicrosite / Website

EventsEventsCRMCRM

Lead ManagementLead Management

SalesSales

SubscriptionsSubscriptions

Test DrivesTest Drives

Repeat

CRMCRM

ServicingServicing

SubscriptionsSubscriptions

Acquisition eDMsAcquisition eDMs

BrochureBrochure

AccessoriesAccessories

Repeat

Develop relationship

Channel Usage Map

Display Media

Int Eng Experience

Subject Matter Site Subject Matter Site

Paid Search

Organic Search

Paid SearchOrganic Search

Awareness Consideration Selection Sales Repeat

Paid eDM

Website

Digital PRMember eDM

Landing Page

Microsite

Company Blog/Forum

Paid Mobile List

Member Mobile List

Member Website

Digital is like

cake

The digital layer cake

The digital layer cake

MessagingPictures and Words

MessagingPictures and Words

Interactivity / Delivery / Experience

Behaviour path and outcomes

Interactivity / Delivery / Experience

Behaviour path and outcomes

The digital layer cakeMessaging

Pictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

GoalGoal

Goal: Drive Down The Behaviour Path (Interaction Depth)Goal: Drive Down The Behaviour Path (Interaction Depth)

Messaging is different in detail but consistent in tone

Interactivity is acknowledging of context

Messaging is different in detail but consistent in tone

Interactivity is acknowledging of context

So, digital has two extra dimensionsMessaging

Pictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

MessagingPictures and Words

MessagingPictures and Words

InteractivityInteractivity

GoalGoal

Goal: Drive Down The Behaviour Path (Interaction Depth)Goal: Drive Down The Behaviour Path (Interaction Depth)

Messaging is different in detail but consistent in tone

Interactivity is acknowledging of context

Messaging is different in detail but consistent in tone

Interactivity is acknowledging of context

Picture of a carrot – illustrate the objective or goal of the audience

Digital vs RetailDigital is like retail

Someone has to make all this!

• Entry experience

• Signage & Language

• Products

• Product placement

• Sales & Services

• Driving store traffic

• Increasing basket size

• Brand

• Trial

• Specials & Offers

Considerations of retail are very similar to online

Sometimes it’s like the front bit of Ikea

Sometimes it’s like the back bit of Ikea

Always consider the user/audience/customer

– remember their involvement is voluntary

• What are we asking them to do – is it reasonable?

• How can we frame this so we are delivering extraordinary value or something remarkable?

• Entertainment

• Ease of use

• Informative

• What is the desired behaviour path we want them to take? Can we motivate them effectively at each point to continue down that path as far as possible?

Regardless of project

1.Heuristic Landscape

2.Mnemonics

3.Prime your campaign for distribution by your fans

4.Would it look good on a badge?

5.Are we asking something reasonable?

6.How can we deliver more value to the audience?

6 tips for a great digital campaign

So when you brief

a creative team…

Briefing TipsIn addition to all the usual stuff…

• Make sure the brief is action focussed and clearly articulates how various elements should work together

• Clearly articulate what the target audience will and won’t respond to

• Clarify what the goals of the campaign are• A DR approach will be very different from a brand approach

…and when you

review creative…

Reviewing creative• Make sure everything makes sense in a behaviour path

• Make sure each element of the campaign is in line with the context of the creative in the previous step

• Make sure everything is encouraging and motivating• Appropriate amounts of copy

• Asking something reasonable

• Ask “does the idea allow a simple communication of the idea as well as a deep exploration of content”.