APG WestP e r s p e c t i v e s i n p l a n n i n g

03/11/16

What Do I know?

MARK

HANCOCK

P e r s p e c t i v e s i n p l a n n i n g

@Holycow

www.holycowiam.com

DMB&B

WHAT THE PLANNER

SAW

THE NEXT 20 MINS

What is planning

Where is it going

Who/what is stopping us

Something to take away

What makes a good one

KNOWLEDGE

“First tell me what you know.Then tell me what you think.”

Terry LeahyCEO Tesco

SPOILER ALERT

There is no absolute truth.

Merely information shaped by the context it is

deployed in.

A Bthis bit

WHAT IS PLANNING?

SARTORIAL INTELLIGENCE

Science

Smart Art

Art

1968 2000+

Observable human behaviour Ads, ideas, conversations, storytelling, utility, entertainment, fame, content

A Bhuman insightsclients

marketsculturebrands

advertisingbusiness objectivemarketing objective

brand objective£

WHAT IS PLANNING?

was

A Bclientspraxeologyeconomics

techdata

marketsculturebrands

advertising (sometimes)

business objectivemarketing objective

brand objective£

A SHIFT IN PLANNING:

is

WHY PRAXEOLOGY?

“economics is the science of human action…

Buteconomic statistics are merely historical data - they can tell us what happened, but they can't

tell us why”

Ludwig Von MisesAustrian School of Economics

THE DEDUCTIVE STUDY OF HUMAN CHOICE & ACTION

WHY NOT PRAXEOLOGY?

“I HATE YOU!!!!!!!!!!!!!!!!!!”

Ayn RandPhilosopher, writer, playwright

SARTORIAL INTELLIGENCE

Science

Smart art

Art

1968 2016

Science

2017

Observable human behaviour stuff Quantified human behaviour

a mild mistrust of other planning disciplines – media, direct, digital, comms etc.

WHAT BINDS PLANNERS TOGETHER?

was

A united mild hatred for management consultants.

WHAT BINDS PLANNERS TOGETHER?

is

“People don’t believe facts they believe experts.”

Daniel KahnemanPsychologist

BELIEF

Management Consultant

Brand Consultant

AdvertisingBloke

EVOLUTIONARY INTELLIGENCE

GOOGLE Everyone else

EVOLUTIONARY INTELLIGENCE

A Bclientspraxeologyeconomics

techdata

marketsculturebrands

advertising (sometimes)

business objectivemarketing objective

brand objective£

WHY THE SHIFT?

is

SHIFT: MARKETING FOLLOWS TECHNOLOGY

STONE AGEBRONZE AGE

IRON AGEAGRARIAN AGE

RENAISSANCEENLIGHTENMENT

INDUSTRIAL REVOLUTIONROMANTICISM

MODERNISMPOST-MODERNISM

INFORMATION AGECREATIVE AGE

VELOCITY AGE

VELOCITY CHANGES EVERYTHING:

THE REMIT OF THE CMO:

“Make me some advertising ideas to make people love my brand”

BudgetBrand EquitySales/PricingDistributionPackagingAdvertising

Was

(and me famous)

BudgetOrganisational structure

IT InfrastructureData

Brand EquitySales/PricingDistributionPackagingAdvertising

“Make some experiences we can make advertising about to make people love the brand”

THE REMIT OF THE CMO:

Is

(oh…and me famous)

THE ANSWER IS NO LONGER ADVERTISING:

CMO

CreativeUX

Multi-ChannelCustomer Experience

Customer Experience

BUT THE GOAL IS ALWAYS THE SAME:

Inertial

Functional

Transactional

Emotional

Unconscious habitual usage

Usage determined by proximity or availability

Financially incentivized behavior

Emotional Utility

Like

lihoo

d to

Rec

omm

end

Less More

More

Shares my valuesSupports meShares my interestsRewards me emotionallyEntertains me

SO LEARN HOW TO BE USEFUL & INTERESTING:

Effort

Time Spent

10%Tacit

Knowledge

80%U&I @ Moments That Matter

Purchase

SIMPLIFY YOUR UNDERSTANDING OF THE CUSTOMER JOURNEY:

At home On the move In store

What is the brand promise?How can the brand help them or be useful and interesting?

Can we be personal?What tech do we need?What data drives this?

Costs a lot

ADD VALUE WHERE OTHERS DON’T:

Costs nothing

No effect Big effect

STRATEGYCONSULTANCY

BULLSHITINTUITIVE

QUANTIFIED SYNTHESIS

PLANNERS:Aim here

UNDERSTAND THE PYSCHOLOGICALDIFFERENCE IN VALUE BETWEEN:

PersonalisedPersonal

Communications Experiences

HelpfulHelping

Vs

CREATE COMPETITOR ENVY BY OWNING CREATIVE IDEAS (NOT ADVERTISING)

“why didn’t I think of that?”

NEVER TALK ABOUT ‘T-SHAPED’ PEOPLE

DEVELOP YOUR INNER ‘X’ :

Innate curiosity about

human behaviour

Intellect of a Brand Planner

Financial acumen of a Management Consultant

Patience of a Gardener

Geekiness of a Hacker

Innate curiosity about

human behaviour

Be nice

Be clear

Become fluent in finance: Understand how your client makes and loses money

Avoid bullshit (or get good at lying)

Learn to prevent goal dilution

Be endlessly curious

FINALLY:

Why? A S K

A L O T

S U M M A R Y

1. Trust between brand and consumer2. Common identity between brand and consumer3. Point of difference between brands in a set

@Holycow