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How To Plan A Campaign

Published on Nov 18, 2015

Strategic Planning Process and Cross-Culture Campaign Plan.

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1.

How To Plan A Campaign

Strategic Planning Process & Cross-Culture Campaign Plan
Photo by Stuck in Customs
2.

Preview

  • IMC Planning
  • International Market Communication
  • Customer Decision Journey
  • Channel Chain
  • Case Study
Photo by Aardvark Ethel
3.

IMC Planning

part 1
Photo by Stuck in Customs
4.

Planning

throughout the Organization
Photo by Stuck in Customs
5.

Corporate

Level
Photo by Peter Ras
6.

Individual Department

Level
Photo by Junior Henry.
7.

MC Function

Level
Photo by Alex E. Proimos
8.

Zero-Based

Planning
Photo by ecstaticist
9.

Start Over

again
Photo by stevendepolo
10.

Successful Strategies

Continues to use 
Photo by birgerking
11.

The IMC Planning Process

  • Identifying Target Audiences
  • Analyzing SWOTs
  • Determining MC Objectives
  • Developing Strategies and Tactics
  • Setting Budget & Evaluating Effectiveness
Photo by birgerking
12.

Identifying Target Audiences

Step 1
Photo by J. McPherskesen
13.

Analyze the various consumer and prospect segments, and determine which to target and to what extent.

Photo by Kat Northern Lights Man
14.

Segmenting:
grouping customers or prospects according to common characteristics, needs, wants, or desire.

Photo by Joris_Louwes
15.

Targeting:
analyzing, evaluating, and prioritizing the market segments deemed most profitable to pursue.

Photo by Program Executive Office Soldier
16.

Analyzing SWOTs

Step 2
Photo by photomagnon
17.

Prioritizing SWOTS

Determine where to focus attention
18.

Determining MC Objectives

Step 3
Photo by Sergi Mussull
19.

Good Objective?

WHAT IS A
Photo by Plankthone
20.

A Good Objective

  • Specific
  • Measurable
  • Achievable
  • Challenging
Photo by Plankthone
21.

Set Objectives

Using Consumer Behavior Models to 
22.

Think-Feel-Do

ACHIEVING HYPOTHETICAL COMMUNICAITON & BEHAVIORAL OBJECTIVES
23.

Consumer-Focused Objectives

Setting
Photo by wili_hybrid
24.

Consumer-Focused Objectives

Photo by wili_hybrid
25.

Developing Strategies and Tactics

Step 4
Photo by hellolapomme
26.

Strategies

are ideas
Photo by juhansonin
27.

Tactics

ARE Specific Actions
Photo by JD Hancock
28.

Strategy Development

Phases of
Photo by kevin dooley
29.

Phase 1:
Selecting the Marketing Communication and Media Mixes

Photo by Stewf
30.

Phase 2:
Selecting the Creative Idea

Photo by Nina Matthews Photography
31.

Phase 3:
Selling the Strategy with a Strong Rationale

Photo by JD Hancock
32.

Timing and Scheduling

Strategy Involves
33.

Setting Budget

Step 5
Photo by seagers
34.

Cost or Investment?

Photo by kenteegardin
35.

How Much to Spend on MC ?

  • Percent-of-Sales Budgeting
  • ROI Budgeting
  • Objective-and-Task Budgeting
  • Share-of-Voice Budgeting
Photo by kenteegardin
36.

MC Budget Allocations

37.

Evaluating Effectiveness

Step 6
Photo by nashworld
38.

Market Testing

Photo by Mark Fischer
39.

Campaign Effectiveness

Photo by Nguyen Vu Hung (vuhung)
40.

The Role of Feedback

Photo by Rosa Menkman
41.

International Market Communication

part 2
Photo by mattsantomarco
42.

By Geography

Local markets / International markets
Photo by Frabuleuse
43.

EU

European Union
Photo by rockcohen
44.

By Level

of Market Development
Photo by Stuck in Customs
45.

Developed Markets

focus more on wants and desires
Photo by Sprengben [why not get a friend]
46.

Developing Markets

FROM NECESSITIES TO WANTS AND DESIRES
Photo by mckaysavage
47.

Undeveloped Markets

basic needs
Photo by Alex '77
48.

By Cultural Cohort Group

people from multiple cultures who share a common characteristic
Photo by nosha
49.

Message Design

The Same or Different?
Photo by Daniel Kulinski
50.

Standardize

 or Localize?
Photo by Gerard Stolk (vers demain)
51.

Standardization Strategy

same basic brand message in all countries
Photo by snaphappygeek
52.

Localization Strategy

customized for each country’s culture & needs
Photo by Waleed Alzuhair
53.

Think globally

and act locally
Photo by Kalexanderson
54.

Language Factor

and act locally
Photo by defndaines
55.

Global Brand Consistency

Maintaining 
Photo by JeremyMP
56.

Untitled Slide

57.

Message Delivery

Media and Technology
Photo by alles-schlumpf
58.

Media Development

Level of
Photo by pamhule
59.

Internet

A Truly Global Medium
60.

Media

Convergence
Photo by birgerking
61.

Media

Regulation
Photo by onion83
62.

Customer Decision Journey

part 3
Photo by USACE Europe District
63.

Branding in the Digital Age

You’re Spending Your Money in All the Wrong Places
Photo by garryknight
64.

David Edelman

a principal in the Boston office, McKinsey & Company.
65.

Not long ago

a car buyer
Photo by kaybee07
66.

But today

consumers are promiscuous in their brand relationships
Photo by Kay Gaensler
67.

Video

https://www.youtube.com/watch?v=7oUqt-WbFkY
Photo by Kat Northern Lights Man
68.

Block The Funnel Metaphor

IT fails to capture the shifting nature of consumer engagement.
69.

Consumers Changed

THEY take a much more iterative and less reductive journey
70.

Consumer Decision Journey

from consider to loyalty loop
71.

Consider

reduce the number of products
Photo by TheeErin
72.

Evaluate

their selection criteria shift WHEN THEY LEARN MORE
Photo by sean dreilinger
73.

Buy

point of purchase is a more powerful touch point.
Photo by kalleboo
74.

Enjoy, advocate, bond

consumers will advocate When they are pleased with a purchase 
Photo by matusfi
75.

More than 60% of consumers of facial skin care products do online research about them after purchase.

Photo by Insert Magazine
76.

The Journey in Practice

Photo by Stuck in Customs
77.

Instead of focusing on how to allocate spending across media, marketers should target stages in the decision journey.

Photo by Orin Zebest
78.

Up to 90% of spend

goes to advertising and retail promotions
Photo by Stuck in Customs
79.

Someone else’s advocacy

Yet the single most powerful impetus to buy is often
Photo by Ame Otoko
80.

Launching a Pilot

Photo by Nelson Lourenço
81.

The shift to a CDJ-driven strategy including

  • understanding your consumers’ decision journey
  • determining which touch points are priorities
  • allocating resources accordingly
Photo by r2hox
82.

Launch a major new TV model

a global consumer electronics company CASE STUDY
Photo by samsungtomorrow
83.

What they do

GO directly to Amazon.com
Photo by chris__reed
84.

What they see

information changed from sites to stores
Photo by flash.pro
85.

What they say

mostly saY little about the brand
Photo by reynermedia
86.

Taking Action

Photo by Stuck in Customs
87.

How it works.

  • Spending was significantly shifted away from paid media.
  • Inserted links from its own site to retail sites that carried the brand
  • Created content and links to engage traffic to amazon
  • Distributed positive third-party reviews online
  • Developed programed e-mail promotions
Photo by kodomut
88.

A Customer Experience Plan

Photo by epSos.de
89.

Apple, Nike, McDonald’s

customize approaches
Photo by mattbuchanan
90.

New Roles for Marketing

Photo by g12_ralph
91.

Orchestrator

Photo by Vancouver 125
92.

Publisher

and Content Supply Chain Manager
Photo by stallio
93.

Intelligence Leader

Marketplace
Photo by Armando G Alonso ✈︎
94.

Starting the Journey

Photo by Sprengben [why not get a friend]
95.

Channel Chain

part 4
Photo by Alex '77
96.

Developing Multi-Channel Strategy

Photo by szeke
97.

Dr Stan Maklan and Dr Hugh Wilson

Photo by szeke
98.

A Strategic Approach to Channels

Photo by x-ray delta one
99.

Process Overview

a process framework to help marketers meet channel challenges
100.

Identify Problems & Opportunities

STEP 1
Photo by climatesafety
101.

Cost Reduction

is self explanatory
Photo by bryantsurety
102.

Improved Customer Experience

is linked with customer retention and increased recommendation
Photo by samsungtomorrow
103.

Improved Access

is a basic tenet of good business
Photo by Jason A. Howie
104.

Current & Future State Analysis

STEP 2 & STEP 3
Photo by zhouxuan12345678
105.

Analysis & Generating

Alternatives
106.

Define Marketing Context

IT provides the necessary background DATA
Photo by WanderingtheWorld (www.ChrisFord.com)
107.

Sales Complexity Matrix

product complexity and customer value
Photo by elod beregszaszi
108.

Sales Complexity Factors

and Weightings
109.

Sales Complexity Score

110.

Product Coverage Map

 current & future state
Photo by dave~
111.

Current Coverage Map

IT Services Provider
112.

Redrawn Coverage Map

Future
113.

Building Alternate

channel chains
Photo by Definitive HDR Photography
114.

Current Field Sales

Led Combinations
115.

Alternate Channel Chain

116.

Assess Alternatives & Choose

STEP 4
Photo by 96dpi
117.

Channel Curves

how customers value alternatives
Photo by lipjin
118.

Channel Curve

119.

Cost Analysis

Photo by Bunshee
120.

Cost Comparison

Field Only versus Multi-Channel
121.

Prioritisation Matrix

Photo by ntr23
122.

Prioritisation Matrix

123.

Example

124.

Implementation

STEP 5
Photo by @Doug88888
125.

Design of Metrics

Photo by arnoKath
126.

Balanced Scorecard Type Approach

  • Financial
  • Reputation
  • Relationship
  • Knowledge
  • People
Photo by arnoKath
127.

Testing New Channel Chains

Photo by mark sebastian
128.

Customer Research

cannot predict outcomes
Photo by JaseCurtis
129.

Experimental Design

helps
Photo by kevin dooley
130.

Roll Out

Photo by ecstaticist
131.

New Ways of Working

People must support
Photo by echam+dikya+dzara
132.

Management

not technology, guides channel innovation
Photo by ERNACT EEIG
133.

Rerview

a process framework to help marketers meet channel challenges
134.

Case Study

part 5
Photo by Luigi Mengato
135.

Workshop

part 6
Photo by Luigi Mengato
136.

A New Year Campaign

20 mins discussion & 3 mins presentation
137.

85Cafe

138.

Formosa Optical

139.

Yunnan Baiyao

Toothpaste
140.

Taobao.com

141.

A New Year Campaign

20 mins discussion & 3 mins presentation
142.

Ming-Fen Lee, Brent Wu, Yang Yang, Rick Shu

Photo by artnoose

Yang Yang

instagram.com/yangyanghong