Planningness Recap for interTrend Comunications

transcript

replay for interTrend Communications

Monday, November 2, 2009

unlike most conferences

we learned

http://www.flickr.com/photos/w5photos/4030246498/

we applied

we presented

http://www.flickr.com/photos/exitcreative/4021580672/

Zeus Jones on Modern Branding

brands built through interaction

http://www.flickr.com/photos/jurek_durczak/2085088326/

modern brands are defined by what they do

http://www.flickr.com/photos/67465256@N00/194660449/

http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/

classic marketing tools

http://www.flickr.com/photos/snorri_orn/3510012461/

the one “insight”

http://www.flickr.com/photos/27818524@N00/420677725/http://www.flickr.com/photos/40954787@N00/189243792/

the one “big idea”

How can we make research faster, cheaper,

more effective, more iterative in nature?

an on-going

collaborative and iterative process

not just about creating more perfectly clean and polished briefs

more micro briefs

http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi

micro ideas

http://www.flickr.com/photos/scottster/3679129498/

and learn from them

http://www.flickr.com/photos/ecb/133203964/

and keep doing it until the client tells us to...

What tools do we have that’ll allow us to listen

and monitor our customers behaviors,

attitudes, opinions in real-time?

What tools can we use or produce that’ll provide

us opportunities to [constantly] create?

What can we start doing everyday that will help

drive our client’s business forward?

Jason Oke & Gareth Kay on

Connections Planning

http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg

everything is a medium

http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair

everything

treating people as just eyeballs

http://www.slideshare.net/jasonoke/connections-planningnessMonday, November 2, 2009

creating a ‘lil joy to people’s lives

part of the conversation

http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/

adding value to customer experiences

“the key is to produce something that both pulls people together and gives them something to do.” - Henry Jenkins

creating more human connections at the heart of everything we do

http://www.flickr.com/photos/cerasaragirl/1896458365/

CLIENT BUSINESS PROBLEM OR CHALLENGE:THE ENGAGEMENT PLANNING GUIDEBETA

THEPLANNINGLAB.TYPEPAD.COM 2009

FREE TO USE AND REDISTRIBUTE

PRIMARY BRAND TARGET GROUP

INDIVIDUALS IN THE SOCIAL NETWORK

What’s their real-life conversation topic?

BRAND RELATIONSHIPSOLUTION BUILDING

HOW ARE TRADITIONAL MEDIA CHANNELS/

FORMATS/CONTACT POINTS USED BY THE

TARGET GROUP? WHAT ROLES DO THEY HAVE?

What should be the role of the new media channel(s)?

How does the target group behave?In buying decisions?

What relationship does the brand have with its audience? What’s a realistic

future brand relationship?

INTERACTION

ENABLERS

New channels/formats//technologies/…

Experiences/entertainment/content/visualisation/functions

The Planning Lab

ACTIVATORS

CREATE

RECEIVE

INFORM/ATTRACT/MOTIVATE/SELL

a journey, not just the destination

http://www.flickr.com/photos/75429951@N00/375434178/http://www.flickr.com/photos/98894117@N00/2206475032/

instead of 360-degree campaigns

finhttp://www.flickr.com/photos/32301381@N06/3018871173/

http://www.flickr.com/photos/brockm/3090986107/

waiting for the next order

http://www.flickr.com/photos/joeshlabotnik/3707230247/

think like designers, architects, experience planners

http://www.flickr.com/photos/75429951@N00/375434178/http://www.schneiderism.com/tag/f1-pit-crew/

we all have one shared goal

Does connections planning have a place at

interTrend?

How can we find what Asian-Americans are

doing on and offline, and with whom?

How can we create our own media?

a lot of this comes from people much smarter than me, that i’ve stolen from, discussed with and remixed it here. those people are: @jasonoke, @garethk, @adrianho, @joakimnilsen, @faris, @chroma, @paulisakson, @avin_narasimhan, @jeremytai, @erinjoan, @kylecameron, @clairegrinton, @johnfschneider, @theplanninglab, @skylerwallace, @plannergirl, @daria, @congbo, @misentropy, @buddingculture, Tim Gregory, Apo Bordin, Stephanie Redlener, Kaleen Ogden, Lydia Kim, Stacey Kawahata, Hilary Hempstead, Gorse jeffries

http://www.flickr.com/photos/windo/4048391693/

Twitter: @nguyenduongEmail: nguyen@intrendTrend.com

Planningness Recap for interTrend Comunications

Business