Communication Planning

The Planning process

Understand brand,
market &
consumers

Post-campaign Communication
analysis & learning planning

Implementation & Media objectives &

reporting budget setting

Buying and Media strategy -

negotiation Mix & scheduling

Media plan and

rationale
 Why do we advertise?

Influence
Advertising AIDA Model
Behaviour

Awareness
Attention
Informing Interest
Interest
Evaluation

Persuading Trial Desire

Decision
Reminding Action
Confirmation
 Why do we advertise?
Awareness and initial consideration
“Getting on the radar”

Seek
Word of mouth
Interaction,
and Advocacy
experience
Ongoing
and evidence
relationship Involv “Getting the
management Share
“Keeping a
e consumer on
your side”
customer”

Act

“Getting a customer”
 Communication planning

The strategic integration of multiple means of

communicating with target markets to form a
comprehensive, consistent message

Media neutral communication idea

Developing strong
communication Ideas
 Why do we need powerful communication ideas?

• Involvement and experience

• Create talkability and WOM

• Advocacy

advocacy

sales
 Talkability
• Search traffic and blog buzz can be a good indicator of brand performance

Advocacy is
24/7
 Where are we today?
...about the brand / company

• What physical, perceptual and • What does the Company

intellectual assets does the / brand need to achieve
brand/Co have? • What are its business
• Are they strong enough? objectives
• What new assets are needed? Assets Goals

Experi
• What consumer needs do we Need • Where and how does the
ence
meet? consumer experience the
• Is it big enough to fulfil the category or brand?
ambition? • Are we in the right place with
• What new needs can we tap? the right message at the right
time with the right weight?
...about the consumer
 A commercial target and a definition of the
Asset Goal
s s customer group that we need to attract to achieve
Ambition
Nee Expe it (e.g increase volume by 30% by attracting
rienc
d
e younger users)

Asset Goal
s s
The emotional or practical issues that are stopping
Barrier
Nee Expe
potential customers from becoming converts
rienc
d
e

Asset Goal
s s What we need to change to overcome the barrier.
Challenge
Nee Expe Use active verbs to describe
rienc
d
e
 Anti snoring drug case - Germany
Low awareness but
manufacturer’s test data
Increase sales by 10%.
indicates that product is
effective. Assets Goals

Most sufferers hear about

Need Experi the product from their
Category penetration only 5% ence doctors
but scientific data indicate Seek
that 30% of men and 19% of
women are chronic heavy Involv Low level of brand
Share
snorers. e consideration, trial now
Category is not flat.
discussed, little Act
sharing of snoring
solutions High levels of
repeat purchase.
 ABC - Anti snoring drug case

Asset Goal Increase sales by 10% by attracting

s s
Ambition new users to the brand.
Expe
Nee
rienc
d
e

Asset Goal Lack of demand amongst snorers for a

s s
Barrier solution .Snorers aren’t kept awake by
Expe
Nee
d
rienc snoring!
e

Asset Goal
s s Help snorees reclaim their dreams!
Challenge
Nee Expe
rienc
d
e
 How do you create “talkability?”

Powerful Ideas that work

 How to create powerful Ideas?

BRAND CULTURAL
DYNAMIC DYNAMIC

Idea that
works!!
 Brand Dynamic

The primary
“emotional action” of
BRAND the brand
DYNAMIC

How does the brand

behave?
 Brand Dynamic

BRAND OMO unleashes

DYNAMIC human potential
 Brand Dynamic

BRAND Apple designs tools

DYNAMIC for creative minds
 Brand Dynamic

Kit Kat gives you a

moment of
BRAND
satisfaction in your
DYNAMIC break
 Brand Dynamic

Affirms the right of

BRAND every woman to feel
DYNAMIC beautiful
 How to get the Brand Dynamic?

Think about the way the brand behaves

How should Faced with

a brand like this Do?
this… challenge…
 How to get the Brand Dynamic?
Think about the way the brand behaves

How should a Faced with this Do?

brand like this… challenge…
 How to get the Brand Dynamic?
Think about the way the brand behaves

How should a brand Faced with this Do?

like this… challenge… Singapore Airlines
An airline known for Brings Back the
Business travellers are
providing the sort of jaded with airlines and see Romance to Travel
service that even other the service as basically the
airlines talk about same across the industry.
Premium priced, service
focused . It’s an increasingly
commoditized experience
Key brand values of so travellers shop on
Efficiency/ Reliability, price.
Product Quality, Product
Innovation/Pioneer,
Personal & charming
service.
 How to get the Brand Dynamic?
Think about the way the brand behaves

Champagne served upon boarding… even in

coach
 Knorr Brand Dynamic

How should a brand Faced with this

Behave?
like this… challenge…
A quality provider of
delicious & healthy soups &
meal makers – now creating
a new food category
With key brand values of
Delicious Taste, Goodness
from nature, Joy of
?
Preparation, In reach
everyday & Caring about
people & planet
 Knorr Brand Dynamic

How should a brand Faced with this

Behave?
like this… challenge…
A quality provider of
delicious & healthy soups &
meal makers – now creating
a new food category

?
Empower kids to better
With key brand values of negotiate their choice of
Delicious Taste, Goodness snack
from nature, Joy of
Preparation, In reach
everyday & Caring about
people & planet
 Brand Dynamic

Knorr Encourages
BRAND Kids to make
DYNAMIC Healthy Choices
How to get the Cultural Dynamic?

An insight into culture that’s

meaningful to the target
consumer and relevant to the
CULTURAL brand dynamic
DYNAMIC
What’s a tension in popular
culture people are talking
about?
 What do people talk about?

Something that evokes an emotion

hope annoyance love

 What do people talk about?

Something that evokes an emotion

Women’s Me Too Marches Stoned from Dentist Act of Daring

Kid

Anger, protest Funny, shocking, Awe

weird,
outrageous
 What do people talk about?

Something that provokes an opinion

 What do people talk about?

Something that provokes an opinion

What should we do about

global warming?
 What do people talk about?

Something that provokes an opinion

Did Demonetization work?

 What do people talk about?

Something that provokes an opinion

Who is the greatest rock

band of all time?
 What do people talk about?

Something that’s truly unique,

amazing or different
 What do people talk about?

Something that’s truly disruptive,

amazing or different
 What do people talk about?

Something that creates social identity

Are you a Manchester Fan… Or a Liverpool Fan?

The cultural dynamic identifies what
people are talking about in popular
culture
The role in culture is something
relevant that the brand can advocate

This helps make our brand a part of a

conversation that’s already happening
Brands should aim to become a ‘positive
agent for change’ that engage with
consumers' aspirations and anxieties.” 

Simon Clift, Unilever Chief Marketing Officer
 Examples of a cultural dynamic
Omo found a “talkable” tension among parents

Moms worry
Omo they don’t
unleashes spend
human enough time
potential with their
kids
Results of about
Idea You 28,700,000 for spend
Love to enough time with kids.
Share (Google results)
 Idea You Love to Share
Role in Culture: Encourage Moms to Coach their Kids in Sports

Will You Be
My Coach?
 Examples of a cultural dynamic
Apple identified the general confusion and consternation caused by
technology.

People feel
Creates overwhelme
tools for d and
creative confused
minds with
technology
Idea You
Love to
Share Results of about 3,700,000
for technology overload.
(Google results)
 Idea You Love to Share
Role in Culture: Make technology simple and friendly

I’m a Mac
 Examples of a cultural dynamic
Kit Kat had a specific insight for its target Japanese consumer.

Kit Kat gives Japanese

you a students look
moment of for a bit of
satisfaction relief during
in your exam time
break. stress.
Idea You
Love to
Share
 Idea You Love to Share
Role in Culture: Kit Kat “Kitto katsu” is the luck charm for test
time.
Kit Kat sounds like “surely win”
in Japanese – so the brand
created a shareable package
you can mail to your friends for
test time.

Kit Kat Mail

A unique partnership with Japan
Post gave them their own “Luck
Boutique” in the post office.
 Examples of a cultural dynamic
Dove created a conversation around body image.

The media
Affirms the
creates
right of
unrealistic
every woman
beauty
to feel
expectations
beautiful
for woman
Idea You
Love to
Share Results of about 28,500,000
for
body image crisis.
(Google results)
 Idea You Love to Share
Dove created a conversation around body image.

Campaign for Real Beauty

Results of about 28,500,000

for
body image crisis.
(Google results)
 The Cultural Dynamic for Knorr
Who is our Target Consumer The Sharp Pre-Teen

• Clear about his likes and dislikes and knows

how to get it
• Often surprises his parents by outsmarting
them to get his way

• He eats quick snacks like Maggi, sandwich

or poha just before going out to play
• His favourites – chips and street food

• While he accepts whatever is served for lunch and dinner, he is smart

enough to know that in the evening snack moment he will get his way
on what to eat. This is his moment of glory
 Cultural Dynamic
A possible cultural dynamic for Knorr

Kids want to
Encourages
have a say in
Kids to
their daily
make
routine far
Healthy
more than
Choices
parents allow
Idea You Results of about
Love to 123,000,000 for kid
Share having say. (Google
results)
 Idea You Love to Share

It’s my choice Results of about

123,000,000 for kid
having say. (Google
results)
 Activate the 

Brand & Cultural Dynamic

Using the brand and cultural dynamic as stimulus – brainstorm ideas relevant
to our consumers’ lives using the Life Wheel
Work
Friends Relationships

Career Money
BRAND CULTURAL
DYNAMIC DYNAMIC
Family Health

Idea You Self Spirituality

Love to
Share Community Spouse/
Partner
 Creating the Experience Journey
Then align these ideas across the experience journey.
discover
How does the consumer first
experience with the
Discover
communication?

involve
How does the consumer link to
Involve the communication –expand the
experience, get more information
IDEA YOU or explore the product or
LOVE TO service?

SHARE act
How will consumer act on the
Act communications? Experience,
attend, transact, redeem or buy?

How will consumers pass on or

Share share share the experience
 Assignment brief
• Each group to select brand of choice - No duplication

• Assignment
1. Develop chart detailing Assets, Goals, Needs, Experience
2. Identify TG and consumer insights - Primary research (eg dip-stick) and secondary
research for consumer insights is mandatory
3. Identify the Brand Dynamic
4. Arrive at a Cultural Dynamic
5. Develop a “communication idea” for the brand – “Idea you love to share”

• Group presentations on 6th and 7th February

Thank you