the what, how & why of account planning

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One practitioner's view of the discipline of Account Planning, based on a 15 year career at top US agencies.

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Page 1: The What, How & Why Of Account Planning

Picture of campfire

Page 2: The What, How & Why Of Account Planning

The what, how and why ofAccount Planning.

Guy Gould-Davies, Driving Insights Inc.

September 29th 2009

Page 3: The What, How & Why Of Account Planning

An odd term given what itdescribes

Page 4: The What, How & Why Of Account Planning

“Planning is the application of disciplinedand insightful strategic thinking, groundedin target audience insights, which has asignificant and demonstrable impact onthe quality and effectiveness of a brand’smarketing message and communications”

- APG:UK

Page 5: The What, How & Why Of Account Planning

What is a brand?

Page 6: The What, How & Why Of Account Planning

COMPANY CONSUMER

BRAND

Page 7: The What, How & Why Of Account Planning
Page 8: The What, How & Why Of Account Planning

COMPANY CONSUMER

Product

Price

Place

Distribution

Marketing

BRAND

Page 9: The What, How & Why Of Account Planning

Real self

Ideal Self Other Self

Page 10: The What, How & Why Of Account Planning

Ideal Self Other Self

Real self

Page 11: The What, How & Why Of Account Planning

COMPANY CONSUMER

Product

Price

Place

Distribution

Marketing

Outlook/mindset

Desires

Beliefs/values

Roles

Attitudes andopinions

BRAND

Page 12: The What, How & Why Of Account Planning

Most of the time it’s tackling“the pretty good problem”

Page 13: The What, How & Why Of Account Planning

Scion XA

Ford Focus Sedan

Kia SpectraHatchback

Hyundai ElantraSedan

Hyundai ElantraHatchback

Toyota Matrix

Ford FocusHatchback

Kia SpectraSedan

Page 14: The What, How & Why Of Account Planning

$349.99 $249.99$249.99$349.99$299.99

$249.99 $279.99 $349.99 $299.99 $239.99

Page 15: The What, How & Why Of Account Planning
Page 16: The What, How & Why Of Account Planning
Page 17: The What, How & Why Of Account Planning

We’re problem solvers

Page 18: The What, How & Why Of Account Planning

People say theydon’t need the

service and havewell rehearsed

reasons why not

Page 19: The What, How & Why Of Account Planning

We’re change agents

Page 20: The What, How & Why Of Account Planning

Continue todrive saleswithout anynew product

news

Page 21: The What, How & Why Of Account Planning
Page 22: The What, How & Why Of Account Planning

“We sell or else”

David Ogilvy

Page 23: The What, How & Why Of Account Planning

What makes us different?

Page 24: The What, How & Why Of Account Planning
Page 25: The What, How & Why Of Account Planning

We’re able to see things otherpeople can’t

Seeing and hearingIn what’s present and what’s missing

Page 26: The What, How & Why Of Account Planning

SB print work

Page 27: The What, How & Why Of Account Planning

SB print work

Page 28: The What, How & Why Of Account Planning

We provide insight

Page 29: The What, How & Why Of Account Planning

It is the inspiration tohelp people see differently

Think Feel

Page 30: The What, How & Why Of Account Planning

…to change the relationshipsthat matter

Page 31: The What, How & Why Of Account Planning

“At the heart of an effective creative philosophy is the belief thatnothing is so powerful as an insight into human nature, what

compulsions drive a man, what instincts dominate his actions, eventhough his language so often camouflages what really motivates

him. For if you know these things about man you can touch him atthe core of his being.”

Bill Bernbach

Page 32: The What, How & Why Of Account Planning

Heady stuff!How do we do it?

Page 33: The What, How & Why Of Account Planning

Combine several disciplines

Consumerbehavior

Buyingcontext

AnthropologyHumancontext

Psychology andsociology

Individual &group context

Marketing

Brands

Business

Communications

Page 34: The What, How & Why Of Account Planning

A range of activities

Create a single cohesive context

• Brand• Consumer• Communications• Business

Page 35: The What, How & Why Of Account Planning
Page 36: The What, How & Why Of Account Planning

Mobile messaging landscape

reliability speed portability

clarity coverage price

Verizon

T Mobile

AT&T

sprint

AT&T

Sprint

Verizon

Page 37: The What, How & Why Of Account Planning

A range of activities

Create a single cohesive context

• Brand• Consumer• Communications• Business

Exploration of:• Relationships• Issues• Opportunities

Tell the story that inspires belief and action

• Emotional and rationalconviction

Research

Page 38: The What, How & Why Of Account Planning

A blend of skills

Imagination & possibilityCreativity and inspiration

IntuitionArt

RIGHT

Rigor and disciplineAnalysis and deduction

InformedScience

LEFT

Page 39: The What, How & Why Of Account Planning

A way of thinking

Page 40: The What, How & Why Of Account Planning

A productingredientactively

discouragespeople from

buying it

Page 41: The What, How & Why Of Account Planning

People say theydon’t need the

service and havewell rehearsed

reasons why not

Page 42: The What, How & Why Of Account Planning

Walking around the problem

Page 43: The What, How & Why Of Account Planning

Consumer relationships provide context

What are they buying?

How do they buy?

Why are they buying?

Features?

Benefits?

CATEGORYLIFE/CULTURE PRODUCTSBRANDS

Brandperceptions?

Brandpositioning?

Broader influencesand trends?

Wider meaning andsignificance tap into?

Page 44: The What, How & Why Of Account Planning

People don’ttrust the brand

Page 45: The What, How & Why Of Account Planning
Page 46: The What, How & Why Of Account Planning

The ‘rules’ that anchor relationships are often mistakenfor incontrovertible facts.

Challenging rules can create new opportunities.

Something to bear in mind

Page 47: The What, How & Why Of Account Planning

Parting thoughts

• Be relentlessly curious

• Accept your solving a puzzle, it won't be donewell in a linear way

• Walk around a problem and look at it fromdifferent angles

• Go after sacred cows, conventions and rulesthat have gone unchallenged and can unlockopportunity

• Believe in the possibility of every assignment

Page 48: The What, How & Why Of Account Planning

Thank you

drivinginsights.comopenfridgedoor.com