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Advertising with Insight

The science & art of getting the right message to the right people at the right time. How advertising and media selection can help connect people with something they genuinely value and need. Inspired by Advertising & Media course by CMA.
by

Michon Williams

on 2 August 2015

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Transcript of Advertising with Insight

Getting the right message to the right people can add enormous value to businesses and consumers
Advertising with Insight
Is Advertising Evil?
It does enable businesses to generate demand for products and services...

Because of it's
POWER
, it's important for businesses
and
consumers to understand

how it works
why companies invest in it
Some people feel that way because it can be....
POWERFUL!!
PERVASIVE!!!
convincing!!
Why
Advertise?

At the place and time you want to reach them
Reach the people you want to reach
Be remembered
Build and reinforce a
brand message,
an emotional connection and association with the product, service or company
Change consumer
behaviours
Be recognized
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"
and a
unique selling
proposition
Actioned upon by target customers
Seen
Read
Believed
Remembered
A lot has changed in
Advertising...

More integrated
More digital
More data
More interactive
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
Business
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
Creative Briefs
Media Strategies and Plans
Creative
Ads
Measurable Results
What business
do we want
to be in?


Our 3-5
year plan


Priorities for this year


How advertising
supports short and long term objectives

Strong alignment between strategy & advertising builds...
A
A Strong Brand
The Right
Customer
A
Promise
To create an emotional and clear connection between customer and business, a strong brand requires...
Authentic
Personality
decide the
best client for
your strategy
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
company
I want that
product
The product
makes me
feel good

I'd recommend
this
This always
works well
What a good
deal
I love how
this looks!
Awesome
features!
Such great
service!
Such great
advice!
They
understand
They're always
there
They value
me
Better than
competition!
Product

Company
Advocacy
Service
Support
Product
(Quality,
features)
Company
Policies
Service
Support
Channels
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

All customer
touch points



Employees
Marketing
Communications
Integrated
Branding
Awareness
Desire
Knowledge
Ability
Reinforcement
Brand Plan
Marketing
Plan
Advertising
& Promotional
Mix
Sales Plan
A clear,
consistent
and
compelling
message
How you will
price, position,
place and
promote
Advertising
Direct
Marketing
PR
Your sales
staff are a
critical
extension
of your brand
What people
say about
and feel
about your
brand
How you will
position
your products
and brand in
the market overall
Getting the word
out through
advertising
and media
planning
Sales,
channels &
merchandising
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
There are
all kinds
of ways to demonstrate value
But what matters most is how your desired clients perceive your value
Planning & Execution are Critical
Value Proposition Pieces
Brand Attributes
Service Attributes
Physical Attributes
Intangibles / Good Will
Company Affinity
Product Affinity
Emotional Affinity
Advocacy
Functionality
Features
Reliability
Price, Appearance
Appearance of
Store, etc.
Responsiveness
Reliability
Assurance, Empathy

Word of Mouth
Perception of
Alternatives
Do I feel
appreciated?
Brand-focused ads
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.
Advertising
Planning, implementation and control of many different business activities...

Connecting customers and businesses for mutually beneficial exchange or transfer of products and services
Marketing

SUCCESS IN BOTH DEPENDS ON INSIGHTS....
Analytics are crucial for both marketing strategy and determining the right advertising mix
BRAND
PRODUCT
Data is crucial to making
strategic marketing decisions
But before you
look for data, you have
to know the questions
you want answered
Which markets
should we pursue?

Geographic

Regional

Consumer, Wholesale, Business



Which segments are attractive?
Psychographic

Demographic

Preferences

Behaviours
Which sales channels should we use?


Online vs. Physical Retail vs. Kiosks

Sales representatives

etc.

Which PRODUCT and service features are important? At what PRICE?

Quality vs. Price

Fit for purpose vs. multi-function

Etc.
How should we promote our offerings?

Advertising strategy

Media selection

Message

Promotions/incentives etc.
Asking the right questions
Determining Data Availablility
Ensuring Data
Quality
Developing
Good
Models
Refining Models
over Time
Good questions are only step one in data-driven marketing strategies
Insights
Decisions
Actions
Data-driven strategies are increasingly important because....
Offers
increasingly
personalized
Consumer choices are
increasing
Pricing
increasingly
contextual
Competition increasingly
data-driven
Information increasingly
social / viral
Consumers
increasingly
informed
Leverage
insights for decisions, actions
Hard Metrics
Soft Metrics
Measuring marketing performance
Return on investment (ROI)
Elasticity
Net Present Value (NPV)
Customer Lifetime Value (CLV)
Customer Equity (CE)
Market Share
New Product Success
You can assess across the Advertising Awareness, Consideration, Action, Use, Opinion, Talk
Predictive vs. Definitive
Full transcript