digital strategy: week four

Copyright © 2011 by IQ Agency

DIGITAL STRATEGYWEEK FOURMay 2, 2011


GOOD MORNING, QUENCH!

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AGENDA

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It’s a full morning!

• Taste Test :10

• Brainstorming and Big Ideas :20

• Brainstorming Your Brands (7.5 x :20 = 2:30)The .5 is a 10 minute break halfway through :)

• Homework for Next Week :05


“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.” - David Ogilvy

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TASTE TEST

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AYALA HERBAL WATER

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CHAMPAIGN STYLE!

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GUAYAKI

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ZICO

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BIG IDEAS

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The Big Idea is "a springboard for responsible creative work and a litmus test for measuring success. These simply worded statements are used internally as a beacon of a distinctive culture and externally as a competitive advantage that helps consumers make choices. The simplicity of the language is deceptive because the process of getting there is difficult." - Alina Wheeler, Designing Brand Identity

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BIG IDEAS ARE

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• Springboard for responsible creative work

• Litmus test for measuring success

• Simply worded statements

• Used internally as a beacon of a distinctive culture

• Used externally as a competitive advantage that helps consumers make choices

• Difficult to get to


BIG IDEAS AREN’T TAGLINES OR MISSION STATEMENTS

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• Google, "Organizing the world's information"

• FedEx, "The world on time"

• Coke, "Happiness in a bottle"

• Nike, “Heroic accomplishment”

• BMW, “Exhilarating Driving Performance”

• Tiffany, “Glamorous Romance”

• MacIntosh, “A Breed Apart”


“How do you find your insight? Talk to your customers. Even more importantly, talk to your competitors’ customers. Market research is always valuable (even if it’s informal research that you do yourself at the mall or the grocery store.) Ask open ended questions. See what your consumers want in their lives: not just what they want from your product. If you listen closely, you may be able to make some connections.” - Robert Friedman

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OUR PROCESS

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CREATING CONNECTIONS

Take what you know about your client and brand, their audience, trends, and technology and use it to create a new idea that connects them.

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STORYSHAPING

Story is at the root making how brands connect to audiences. In digital strategy, we aren’t just storytellers because we’re giving the audience the tools to tell their version of the story. It’s no longer a one-way transmission.

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A GREAT STORY IS BUILT ON 4 TRUTHS

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teller audience

mission moment


THE FOUR TRUTHS

There are many methods for finding the big idea and some people seem to be able to pull them from thin air. If we look at big ideas that have transformed advertising, we see that each finds a way to connect:

• The Teller: The brand doing the advertising. It could be a business or a non-profit, but there are fundamental truths about the brand, it’s internal culture, and it’s products that have to be understood.

• The Mission: What the brand wants to do. This may come from the brief you receive, but it’s more than goals; it’s how the brand wants to change the world.

• The Audience: Who currently buys your product and who you hope will buy your product one day. It’s the people who buy and the people who influence them. Real people with multi-dimensional lives. We do research and create personas because we have to get this right.

• The Moment: What’s going on in the world at a macro level (e.g., youth-lead revolutions in all aspects of life) and micro level (e.g., “American teenagers send 300 texts per day.) It involves politics, current events, cultural trends, growing subcultures (e.g., geeks are now mainstream), and technology. It helps us understand our audience’s lifestyle today and what it will be in the future.

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THIS IS WHERE THE BIG IDEA IS

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teller audience

mission moment

Big Idea


HOW IT WORKS

1. We gather information, insights, etc. for each of the 4 truths on big boards.

2. We right a single sentence than encapsulates each of the 4 truths.

3. We take those 4 sentences and through discussion, debate, meditation, intuition, divine intervention (or whatever it takes) come down to a single truth.

Brand X (or this campaign) is _________________________________

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:20 LIGHTNING ROUND

Use this time to:

• Tell us about your BRAND (the teller)

• Present your AUDIENCE (your persona) and any details you have about the MOMENT

• We all know the brief which contains the MISSION: Increase sales of your beverage brand in major grocery and retail chains by raising awareness, creating preference, and motivating loyalty.

• The class will brainstorm with you to encapsulate each truth and try to get to some big ideas.

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Copyright © 2011 by IQ Agency 23

STRATEGY LEADS

Student Client Website Review

Caitlin Ayala’s Herbal Water http://www.herbalwater.com/ http://www.drinkwhat.com/zero-calorie-ginger-lemon-peel-flavored-ayala’s-herbal-water/

Danielle Purity Organic http://www.purityorganic.com/ http://www.drinkwhat.com/purity-organic-drinks/

Ladi Zico http://zico.com http://www.drinkwhat.com/zico-pure-premium-coconut-water-tao-mango

Amy Guayaki Yerba Mate http://guayaki.com/ http://www.drinkwhat.com/guayaki-healthy-energy-drink-yerba-mate-revel-berry/

Sharron Neuro http://drinkneuro.com/ http://www.drinkwhat.com/drink-smart-drink-neuro-sun/

Vivian Spartos http://www.spartos.com/ http://www.drinkwhat.com/spartos-all-natural-protein-water/

Whitney Snow http://www.snowbeverages.com/ http://www.drinkwhat.com/snow-natural-soda-with-vitamins/

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THE SITUATION

While sales a health food and high-end grocery chains like Whole Foods are strong, they limit a brand's growth within a relatively small consumer base. Moving in to big box retail (i.e., Walmart and Target) and major grocery chains (i.e., Publix, Kroger), can help a brand move from a niche product to a nationally-known brand.

The healthy beverage market is highly competitive. Not only do brands compete directly with other health beverages, they also compete with mass-market soda, juice and water brands. Success means a creating a loyal following who believes in the unique characteristics of your brand enough to buy again and again (and tell their friends).

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WHO ARE WE TALKING WITH

High-End Hippies A true hippie would only drink "whole beverages" like water, tea, fair trade coffee, and hemp milk. This audience tries to make healthy decisions for themselves and the planet, but not at the expense of style, ease, comfort and taste. Aged 25-35 and tending toward female, this audience is well educated, upper-middle class, and defined by a love for the environment and an interest in health, fitness, and well-being. Even with these shared characteristics, the group is not homogenous. At different ends of the spectrum you have single adults with new careers and married adults with more established careers and children.

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WHAT’S THE SINGLE MOST IMPORTANT IDEA WE CAN CONVEY?We can help you be the person you want to be.

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WHY THEY SHOULD BELIEVE IT

The beverage you hold in your hand tells people who you are. Walking into a room with a soda from McDonald's tells a very different story than a Kleen Kanteen water bottle. Holding [your brand] in your hand means: [Unique brand characteristics].

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HOMEWORK

Write up 3 of the big ideas we came up with for your brand in class (or that you came up with later) by answering these questions:

• Title: Simple Statement (e.g., “A breed apart” or “Heroic achievement.”)

• How does your brand help the audience be the person they want to be?

• What unique qualities of your brand/product will you be focusing on?

• Why will this make your audience buy and become loyal to your product?

• When the big idea is applied to digital media executions, how will it feel?

Rank them 1, 2, and 3 or at the very least, have pros and cons of each.

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digital strategy: week four

Education