Date post: | 21-Apr-2017 |
Category: |
Automotive |
Upload: | rafal-maciag |
View: | 731 times |
Download: | 0 times |
TURN ON THINKING!
Strategic concept
by Rafał Maciąg
Droga
Droga na tamten świat.
I. IntroductionII. Message sender / Target group – first impresion
III. Common consciousness issue- Today’s marketing essence
IV. Individualised message (I amSTERDAM – case study)V. Mental tension
VI. Metodology and strategic toolsVII. Semiotic solutions (Selling strategy)
VIII. Selling/Strategic briefIX. Communication brief
X. Neuromarketing – referential analysis (Sony Bravia)XI. Summary
CONTENTS
In world's authorities (Philip Kotler, Alan Andreasen, Dominika Maison) opinion non-profit marketing (and non-profit advertising as a part of it) differs from commercial marketing only with it's aim - it affects on social behaviours with
benefits for target groups and whole societies.
These authorities also point on implementation the Marketing Mix rule for non-profit campaign activities. 5P = product, place, promotion, price, people.
At once it seems like classic models of advertising influence (such as AIDA) has limited implementation with non-profit campaigns. Especially if our aims are longterm (such as change of attitude).
In such picture we recommend to concentrate on other model of message influenceMEMORY / AFFECT /COGNITION
Planning our activities we should remember about the difference between commercial advertising and non-profit advertising basing on changeable attitude (simple for commercial ad and complex with non-profit ad) - expected level
of change (shallow/deep), kind of message (pleasant/unpleasant), kind of profits (close/far), intensions of sender (help/benefit) and budget (bigger/smaller).
Working on strategic part of our proposal we realise that proper understanding of the challenge we are facing requires: holistic thinking (Think Strategic 2.0) and most effective strategic tools selection.
Our proposal includes: complex research on all issues, branding issues, behavioral understanding of target group, creative process management, cognitive processes, advanced creative concept pre-test and effective media planning.
I. INTRODUCTION
In unpredictable times (when everything changes quickly), it is necessary to shape the strategy as the story,
using the main and marginal themes, with pictures and characters,
rather than graphs and numbers.
FIRST IMPRESION
IS THIS HOW YOUR CUSTOMERS SEE YOU?
(and they are listening without hearing)
Who are you? …………………………………………………….
What do you do? ……………………………………………….
Why does it matter? …………………………………………..
THE FOCUS TEST:
Key to the effective communication is proper understanding all the reasons why your message would be important for your target group.
It’s your purpose. Next step would be correct answer to these questions:- who they really are (people you are talking to): in a simple, human way- what are you facing
Unless you have satisfactory answers to these questions,
you need more focus.
Do we really know
WHO ARE WE TALKING TO?
Psychography and demography are elementary steps to understand people.Key is to know how they act and how they make decisions.
.
(ADVANCED SEMIOTICS SOLUTION ARE NECESSARY)
III. Common consciousness issue
Let’s watch more precisely…
( and proper understanding what are we facing )
Is that so?
Your Audience = Collective Consciousness?
Collective consciousness
does not exist.
The same as BLACK dots in the left picture.
Because a collective target group
doesn’t exist in the non-profit communication.
Why?
Though a sum of individual consciousness can exist(as communities, for example: Facebook users, Apple maniacs or Harley Davidson lovers)
This is why…
… today marketing is about creating tribes.
1900 1925 1950 2000
FEATURES„What it is”
BENEFITS„What it does”
EXPERIENCE„What you feel”
IDENTYFICATION„Who you are”
Nowadays communities are not only artefacts. Psychologists, sociologists and marketing/communication experts do understand that being a part of some community/group/collectivity with its social roles is natural human need.
IV. Amsterdam
while changing his look had to face collective social consciousness.
How did Amsterdam shook this burden off?
SEX, DRUGS & ROCK AND ROLL
?
CASE STUDY
Success recipe: Amsterdam created individualized message and used in effective - integrated - way all available information careers.
Amsterdam placed emphasis on what was important to it’s target group putting aside qualitative arguments (we only have one museum/ Van Goghmuseum ≠ we have 39 various museums)
CASE STUDY
MENTAL TENSION
What kind of behaviour it is?
This is one of our key questions
VERBATIM:
It is no concern of mine.
What ideas, gestures, experiences can we createto transform the way people think, feel, behave?
STRATEGIC QUESTION
What should the strategy contain so that we could lead it
through more human lens?
They let's make map of methodology
Strategic thinking 2.0
Map ofMetodology
Experience / Know-how Brave / Creativity
ResearchSemiotics solution
Human Purpose
Neuromarketing
People Behaviour
PROCESS
PROCESS
PROCESS
The objective of the research for the TURN ON THINKING campaign
Identifying the current problematic perceptions, attitudes and behaviour : common international misperceptions are: I drink small amount that does not affect my driving at all I am a good and experienced driver and can control my driving I was never caught and there is a zero chance to be caught this time It is only a short drive and the roads are empty I have a good car and I am safe even if an accident happens I have no choice, as there is nobody to drive my car Even if I am caught, the penalty is small and worth the risk
Identifying the social aspect of the problem: Drinking and driving is more common among young people, but there is a difference between employment status, education, gender or marital status. The research enables to map the risk level of each group
Identifying the temporal and spatial attributes: Drinking and driving is more common in weekends night, and during new year season. Also, there is a difference between urban and rural roads. The research should identify the time of week and year, and the location where Drinking and Driving is more common in Poland
Identifying the most effective message: even when we know the target group that we want to influence, there are still many alternative messages that we can convey to influence the target group. These messages have varying effect and it is important to select the most effective message to obtain the maximum effect of the campaign. Example of messages are:
Even the small amount affect your driving Drinking and driving will cost you your license, freedom and even life Parents – watch your kids and do not let them drink Always designate a sober driver when going to pub/party/out
Testing the proposed creative: it is recommended to research the proposed creative and to fine-tune to campaign materials to obtain maximum effect
Measuring the campaign effectiveness: the campaign is measures by its exposure, clarity, its ability to influence perceptions and attitudes, changing behaviour, and ultimately - reducing the number and the severity of road accidents due to drinking and driving. All these effects should be measured by the campaign
Identifying the next stages: every road safety campaign should recommend also how to proceed in the future in order to benefit from the campaign momentum. The research should assist in identifying these stages
Sources and types of the research we intend to conduct for „TURN ON THINKING” campaign.
The following table presents the research mix we intend to use for the campaign. For each research tool we mention the expected findings
Research Type
Expected Finding
Int’l practice / polish experience
Polish Accident data base
Qualitative research / focus groups
Quantitative research on perception & stated behavior
Observed behavior
Neuro-marketing
Gain insight into current perceptions, attitudes and behavior
Identify current risks and weak points
Determine target groups
Compare with international benchmarks
Identify potential messages
Test creative materials
Measure campaign effectiveness (before-after)
SELLINGSTRATEGY
TRUTH ABOUT MAN
TRUTH ABOUT CULTURE
TRUTH ABOUT COMMUNICATION
TRUTH ABOUT CATEGORY
Model semiotics tool
TRUTH ABOUT MAN
Human behaviour
Self-assessment
Social roles
Problem solving
Authority
What is important?
Mindsets
Insights
Noticing world
TRUTH ABOUT CULTURE
Cultural ethnography
Semantics&
HermeneuticsMemetics
CulturalFuel
Politicalculture
Mentalculture
Semiotics solutions
CulturalRelevance
TRUTH ABOUT CATEGORY
Social psychology
CulturalRelevance
PROBLEM ARCHEOLOGY
Politicalcosts
ADVERSARYVictimsServices
Statictics
Socioeconomic costs
Eye witnesses
Places
Figures
CategoryRe-Definition
TRUTH ABOUT COMMUNICATION
MediaDynamic Touch
points
IntegratedMarketing
SymbolismHiperrealism
Knock or
Panegyric
SocialMarketing
EmotionalEngagement
HolisticSolusions
360o
True Stories
MediaAgnostic Clutter
Publicity PR’s
Ambient Guerilla Event
Selling Strategies
ContentCreation
Disruption
ACCUMULATION
UNDERSTANDING
SELLINGSTRATEGY
TRUTH ABOUT MAN
TRUTH ABOUT CULTURE
TRUTH ABOUT COMMUNICATION
TRUTH ABOUT CATEGORY
Answer is key strategic question on question has advertising to fulfill what role?
TO EDUCE? TO APPLAL? TO SHOCK?
EXAMPLES
Suasioned charactere of communication
Selling Strategy: Emotional engagement
SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder
http://www.youtube.com/watch?v=c2nvAFOk7x0
TVC
Selling Strategy: Emotional engagement
SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder
Selling Strategy: Emotional engagement
SPECIFIC ROLE OF THE ADVERTISING: appeal and to make wonder
Selling Strategy: True Stories
http://www.youtube.com/watch?v=AjCdVMeRhwY
SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate
TVC
Selling Strategy: True Stories
SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate
Selling Strategy: True Stories
SPECIFIC ROLE OF THE ADVERTISING: to terrify and educate
Selling Strategy: Symbolism
http://www.youtube.com/watch?v=_kNnXPSGRhU
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
TVC
Selling Strategy: Symbolism
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
Selling Strategy: Symbolism
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
Selling Strategy: Content Creation
http://www.youtube.com/watch?v=h-8PBx7isoM
SPECIFIC ROLE OF THE ADVERTISING: to strike fancy
TVC
Selling Strategy: Content Creation
SPECIFIC ROLE OF THE ADVERTISING: to strike fancy
Selling Strategy: Content Creation
SPECIFIC ROLE OF THE ADVERTISING: to strike fancy
Selling Strategy: Knock or Panegiric
http://www.youtube.com/watch?v=foE3ZdVgnEk
SPECIFIC ROLE OF THE ADVERTISING: to terrify
TVC
Selling Strategy: Knock or Panegiric
SPECIFIC ROLE OF THE ADVERTISING: to terrify
Selling Strategy: Knock or Panegiric
SPECIFIC ROLE OF THE ADVERTISING: to terrify
Selling Strategy: Disruption
http://www.youtube.com/watch?v=BdkYsYN8QjU
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
TVC
Selling Strategy: Disruption
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
Selling Strategy: Disruption
SPECIFIC ROLE OF THE ADVERTISING: to baffle (and thought provoking)
Selling Strategy: Hiperrealism
http://www.youtube.com/watch?v=5Z23CzSONiU&p=7E845FE7742AE9EF&index=12&playnext=3
SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock
TVC
Selling Strategy: Hiperrealism
SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock
Selling Strategy: Hiperrealism
SPECIFIC ROLE OF THE ADVERTISING: to baffle and to shock
COMMUNICATION Brief
NEUROMARKETINGNEUROMARKETING
Final creative concepts should be examined with neuromarketing tools ( in paralell to qualitative research / focus groups ).
Neuromarketing
NEURO TRACE™ referential analysis
Polish research company, Laboratory & Co, decided to conduct a neuromarketing test going beyond verbal self-reports to analyze people's subconscious, neurophysiological responses to the spot SONY Bravia „The
Balls” 2005 . They invited 45 Warsaw citizens (50% of males and 50% of females) who represented the target group for the flat TV product category.
Each of the respondents watched the commercial and they recorded, 500 times per second, their brainwaves (EEG) and their skin conductance (SCR).
Results: - the ad has a strong potential to stand out in a commercial block (because of intense positive emotion of the opening scene). - genuine outburst of emotions comes with the shot that many people from outside the advertising industry cannot even remember. It arouses a strong positive response that last throughout the rest of the spot, i.e., during the presentation of the product benefit (inscription: “Color”), during product display(inscription: “SONY Bravia”) and in the final scene, where the slogan (“like no other”) and the brand (SONY) are presented. It is first peripheral cue.
The base of strategic thinking for effective implementation „TURN ON THINKING” campaign is perceiving it as one platform (way of thinking) consisting of three elementary questions:
- sober driving
- seat belts- safe speed
The longterm aim is only one: safety increase!
Another key questions is complete review of all „TURN ON THINKING” activities across Poland and analysis
of worldwide best practicies (non profit campaign case studies). It is necessary to analize strategic communications, media effectiveness, information careers and other communication possibilities within
integrated campaign, publicity and PR’s.
Complex target group understanding requires advanced qualitative and quantitative researches and social culture studies, so that we could prepare proper: selling strategy, communication strategy (especially tone of
voice) and develop long term activities.
Step by step we would use specialized tools available in Consortium to scan effectiveness of our actions.
SUMMARY
Rafał Maciąg
2010