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Advertising with Insight
Transcript of Advertising with Insight
Advertising with Insight
Is Advertising Evil?
It does enable businesses to generate demand for products and services...
Because of it's
, it's important for businesses
consumers to understand
how it works
why companies invest in it
Some people feel that way because it can be....
At the place and time you want to reach them
Reach the people you want to reach
Build and reinforce a
an emotional connection and association with the product, service or company
Sell or launch a product or service
With the right message for that audience
To generate interest, desire
Stand out from the competition
Good Advertising is...
"A big idea"
Actioned upon by target customers
A lot has changed in
More personalized, targeted
More consumers online, with voices
More media options
(less alcohol and fewer cigarettes during the creative process)
Advertising and media plans must be aligned to corporate strategy
Focus / Industry
Long-term Marketing Plans
Annual Business Priorities and Segment Business Plans
Annual Marketing Plans for
Company and Segments
Corporate Strategy for Differentiation / Value
Marketing and Communication Plans
Media Strategies and Plans
do we want
to be in?
Priorities for this year
supports short and long term objectives
Strong alignment between strategy & advertising builds...
A Strong Brand
To create an emotional and clear connection between customer and business, a strong brand requires...
best client for
and focus your
marketing on them
make sure you can deliver the promise of your unique value proposition to those key clients
Your brand is recognized with some key adjectives, traits, that differentiate you (e.g. safe, service, quality...)
How do you know you're successful?
The many ways
people can love your business...
I like that
I want that
What a good
I love how
To achieve the
loyalty of your target customers
- brand promise start to finish -
it's not enough to invest in advertising
You have to build your brand into all aspects of your organization
How you will
staff are a
of your brand
How you will
and brand in
the market overall
Getting the word
If you can deliver brand, marketing, advertising and sales in an integrated way, you build...
Source: Value Proposition Canvas, Peter J. Thomspon, available at: http://www.peterjthomson.com/2013/11/value-proposition-canvas/
Value Proposition Canvas
If you know
how you want customers to view your value
- and how they view it - you will better know
how to position your company, products and services
of ways to demonstrate value
But what matters most is how your desired clients perceive your value
Planning & Execution are Critical
Value Proposition Pieces
Intangibles / Good Will
Word of Mouth
Do I feel
Product / Promotional advertising
Awareness and interest in the brand in a unique & relevant way
Focuses on the single big idea from the brand perspective
Call to action
Features a product
Successful advertising communicates the value proposition of your...
and / or
Only part of the puzzle. Visible manifestation of marketing plans. Promotion by a firm of its products to its existing and potential customers.
Planning, implementation and control of many different business activities...
Connecting customers and businesses for mutually beneficial exchange or transfer of products and services
SUCCESS IN BOTH DEPENDS ON INSIGHTS....
Analytics are crucial for both marketing strategy and determining the right advertising mix
Data is crucial to making
strategic marketing decisions
But before you
look for data, you have
to know the questions
you want answered
should we pursue?
Consumer, Wholesale, Business
Which segments are attractive?
Which sales channels should we use?
Online vs. Physical Retail vs. Kiosks
Which PRODUCT and service features are important? At what PRICE?
Quality vs. Price
Fit for purpose vs. multi-function
How should we promote our offerings?
Asking the right questions
Determining Data Availablility
Good questions are only step one in data-driven marketing strategies
Data-driven strategies are increasingly important because....
Consumer choices are
social / viral
insights for decisions, actions
Measuring marketing performance
Return on investment (ROI)
Net Present Value (NPV)
Customer Lifetime Value (CLV)
Customer Equity (CE)
New Product Success
You can assess across the Advertising Awareness, Consideration, Action, Use, Opinion, Talk
Predictive vs. Definitive