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BTL #3

IED
by

Joan IED

on 15 March 2016

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Transcript of BTL #3

1-
CONSIDERING PEOPLE
INSTEAD OF TARGETS
A FAN IS
A USER
FOREVER!
ABOVE THE LINE

BELOW THE LINE
CONSUMER
3-
MAKING FEEL THEM FEEL SPECIAL
4-
MAKING THEM FEEL (REALLY)IMPORTANT
5-
BE AUTHENTIC
before after after all
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
CONSUMER
PUSH vs PULL
6-
BE KIND
4/APPROACH
Translating the strategy in a calendar (retrotiming).Dealing with suppliers and costs (budget)
7/BETATEST
Monitoring the impact and reactions. through a betatest in the school. Document it (video or pictures).
ESTIMATE TEMPLATE ON HARVEST:

http://is.gd/GgqDBk

COMMUNICATION
CAMPAIGN
CALENDAR
-------------

COMMUNICATION
CAMPAIGN
RESEARCH
----------

COMMUNICATION
CAMPAIGN
RESEARCH
----------

Delivery:

Moodboard
Benchmark
Survey
MOODBOARD
----------

COMMUNICATION
CAMPAIGN
PRODUCTION
----------

COMMUNICATION
CAMPAIGN
PRODUCTION
----------
SURVEY
-------
PRICE = COST+BENEFIT
CONTENT
ADS
CONTENT
BRANDED
CONTENT
NEXT FRIDAY
YOU HAVE TO
PRESENT (12 M)
---------------


MOODBOARD
SURVEY
BENCHMARK
IT'S EASY TO UNDERSTAND THE TARGET
OF ANY OF THOSE MAGAZINES EXPLORING
ITS PINTERESTS BOARDS:


HTTP://PINTEREST.COM/YOROKOBU
HTTP://PINTEREST.COM/ESQUIREMAG
HTTP://PINTEREST.COM/VICEMAG
FIND EXAMPLES OF OTHER MAGAZINE EDITORS PUBLISHING MOOKS, IN GASTRONOMY OR NOT. COMPARE THEM BY ITS BUSINESS MODEL, PRICE, AD INTEGRATION AND TONE.


HTTP://BARCELONA.LECOOL.COM/STORE
TONE/STYLE
-----------
MAINSTREAM?
HYPE?
BUSINESS MODEL
--------------
FREE?
ON PAYMENT?
FREEMIUM?
CONTENT INTEGRATION
--------------
EXPLICIT ADS?
BRANDED CONTENT?
PRICE RANGE
-------------
AFFORDABLE?
EXCLUSIVE?
SWOT EXAMPLE
ENHANCED SWOT ANALYSIS
EXAMPLE
-------
LIQUID
IDEAS

ADAPTABLE CONCEPT
FLUID IDEAS
ESCALABLE CAMPAIGN
DELIVERY FOR 12 APRIL
---------------------


BUSINESS PLAN
COMMUNICATION CAMPAIGN
FLUID CONCEPT
ADAPTABLE IDEAS
ESCALABLE DIMENSION
COM.CAMPAIGN
--------------


INTEGRATED STRATEGY
APP CONCEPT
SITE CONCEPT
OUTDOOR IDEA
SM IDEA
PR IDEA
KISS
LOVE
SHARE


USER > FAN > LOVER
A FAN IS
A USER
FOREVER!
BRAND
CONSUMER
CONSUMER
CONSUMER
CONSUMER
CONSUMER
CONSUMER
CONSUMER
PROJECT
joan@poko.ad

BTL ADVERTISING TRENDS
IN THE PUBLIC SPACE

- AMBIENT
- GUERRILLA
- AMBUSH


IN ATL
THE MEDIA
DEFINES
THE
IDEA

AMBIENT
________

THE MESSAGE PLAYS
WITH THE CONTEXT
GIVING A NEW
MEANING TO IT

GUERRILLA
_________

THE MESSAGE USES ENTERTAINMENT TO CATCH THE TARGET ATTENTION

AMBUSH
______

THE MESSAGE USES THE COMPETITORS
TOOLS AGAINST
THEM

IN BTL
THE IDEA
DEFINES
THE
MEDIA

... WHILE BTL CONSIDERS MEDIA IS EVERYTHING YOUR
IMAGINATION CAN TRANSFORM INTO
AN IDEA.

ATL CONSIDERS
MEDIA IS JUST
THE SPACE YOU
CAN RENT: MUPIS,
BILLBOARDS,..

BTL
ADVERTISING
IN THE
PUBLIC SPACE

A CROSSWALK IS A MEDIA?

SOME BTL TRENDS
_______________


AMBIENT
GUERRILLA
AMBUSH

AMBIENT IS INSPIRED BY STREET
ARTISTS MIXING
ART AND AD

ART-VERTISING!

GUERRILLA IS INSPIRED BY URBAN
PERFORMERS, STREET THEATER, TV SHOWS,
VIRAL PRANKS,...

REMI GAILLARD www.nimportequi.com
IMPROV EVERYWHERE www.improveverywhere.com
Full transcript