ao confluence tm - willowworks1 campaign-driven advertising: the leverage effect america outdoors...
TRANSCRIPT
AO ConfluenceTM - WillowWorks
1
Campaign-Driven Advertising: The Leverage
Effect
Campaign-Driven Advertising: The Leverage
EffectAmerica Outdoors ConfluenceTM 2007
December 7, 2007Julie Thorner - WillowWorks
America Outdoors ConfluenceTM 2007
December 7, 2007Julie Thorner - WillowWorks
December 6, 2007 AO ConfluenceTM - WillowWorks
2
Our Workshop GoalsOur Workshop Goals Understand the real difference between an
advertising campaign and a series of ads. Offer a process & a template for developing
effective advertising campaigns to meet your business objectives.
Learn how to leverage all your marketing and sales tools together to create the most powerful marketing campaign.
Understand the real difference between an advertising campaign and a series of ads.
Offer a process & a template for developing effective advertising campaigns to meet your business objectives.
Learn how to leverage all your marketing and sales tools together to create the most powerful marketing campaign.
December 6, 2007 AO ConfluenceTM - WillowWorks
3
Our Workshop ProcessOur Workshop Process
Co-create an integrated, compelling ad campaign this afternoon with industry experts - You.
Break into small groups to take on different parts of the campaign
Co-create an integrated, compelling ad campaign this afternoon with industry experts - You.
Break into small groups to take on different parts of the campaign
December 6, 2007 AO ConfluenceTM - WillowWorks
4
Useful Ad Campaign ToolsUseful Ad Campaign Tools
Strategic Creative Brief: Strategy, Branding, & Positioning
document for your company or campaign
Ad Spec Sheet: Contains ad focus, target market,
specs, copy, offer, and ad submission info - all in one handy place!
Strategic Creative Brief: Strategy, Branding, & Positioning
document for your company or campaign
Ad Spec Sheet: Contains ad focus, target market,
specs, copy, offer, and ad submission info - all in one handy place!
December 6, 2007 AO ConfluenceTM - WillowWorks
5
Campaign ObjectiveCampaign Objective
Why are we communicating? Brief campaign description
Company Business Objectives (Top 3-5 max)
Company Marketing Objectives (Top 3-5 max)
Why are we communicating? Brief campaign description
Company Business Objectives (Top 3-5 max)
Company Marketing Objectives (Top 3-5 max)
December 6, 2007 AO ConfluenceTM - WillowWorks
6
Your Campaign Challenge:Getting Families Outdoors with Outfitters
Your Campaign Challenge:Getting Families Outdoors with Outfitters
December 6, 2007 AO ConfluenceTM - WillowWorks
7
Website ObjectivesWebsite Objectives
Your single most important tool to Communicate and Convert: Communication Effectiveness: content Usability: organization, navigation Conversion Goals: buying trigger points Search Engine Placement (paid & organic) Test offers, landing page designs, copy
Your single most important tool to Communicate and Convert: Communication Effectiveness: content Usability: organization, navigation Conversion Goals: buying trigger points Search Engine Placement (paid & organic) Test offers, landing page designs, copy
December 6, 2007 AO ConfluenceTM - WillowWorks
8
Marketing Mix ToolsMarketing Mix Tools Advertising Objectives:
Reach, placement, channels, specific media Ad spec sheet per media placement
Print Publication Objectives: What, size, self mailer, DM piece
Direct Sales Objectives e.g. Package/Partner goals, sales team
goals, specific group targets, etc.
Advertising Objectives: Reach, placement, channels, specific media Ad spec sheet per media placement
Print Publication Objectives: What, size, self mailer, DM piece
Direct Sales Objectives e.g. Package/Partner goals, sales team
goals, specific group targets, etc.
December 6, 2007 AO ConfluenceTM - WillowWorks
9
Brand Info: Company/Brand Positioning
Brand Info: Company/Brand Positioning
Define brand: What is it, what does it stands for,
personality attributes, adjectives What kind of car(s)…? Primary and secondary brand
competitors (not just the obvious ones)
Define brand: What is it, what does it stands for,
personality attributes, adjectives What kind of car(s)…? Primary and secondary brand
competitors (not just the obvious ones)
December 6, 2007 AO ConfluenceTM - WillowWorks
10
Target Audience(s) and Communication ObjectiveTarget Audience(s) and
Communication Objective Primary and secondary targets Single most important message to
communicate Key benefit to target Current/desired perception of
target Call to action
Primary and secondary targets Single most important message to
communicate Key benefit to target Current/desired perception of
target Call to action
December 6, 2007 AO ConfluenceTM - WillowWorks
11
Positioning and MessagePositioning and Message
December 6, 2007 AO ConfluenceTM - WillowWorks
12
Campaign Execution and Measurements:
Campaign Execution and Measurements:
Is there certain artwork, verbiage, tonality that should be used/avoided?
What does success look like? Most important part of SCB to set up
BEFORE you launch campaign You can’t assess results of something you
didn’t measure
Is there certain artwork, verbiage, tonality that should be used/avoided?
What does success look like? Most important part of SCB to set up
BEFORE you launch campaign You can’t assess results of something you
didn’t measure
December 6, 2007 AO ConfluenceTM - WillowWorks
13
Consistent branding. Consumer-focused message. Leverage across all tools. Measure. Measure. Measure.
Consistent branding. Consumer-focused message. Leverage across all tools. Measure. Measure. Measure.