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A COMMUNICATION PLANNING JOURNEY:A BRIEF STUDY OF STRATEGY IN MESSAGE DELIVERY
By Steve-Oh-MG
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ADVERTISING OVERLOAD TODAY
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“MEDIA” IS MORE THAN A RANDOM CONTAINER FOR A MESSAGE
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FROM PUSHING ADS TO CREATING MAGNETIC EXPERIENCES
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Apply a lens of
Interactivity,
dispersion, context and
catalyst with how consumers
EXPERIENCEbrands today through multiple channels
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WITH A PROCESS THAT DRIVES HOLISTIC SOLUTIONS
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Product
Discovery
Experience
Using Experien
ce
Service Experien
ce
Packaging
Experience
Buying Experien
ce
Strive to understand the total consumer experience and how media and technology enhance experiences consumer’s have with brands
THE TOTAL PRODUCT EXPERIENCE
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THINK CONTACT BEFORE CONTENT
OPTIMIZING ALL TOUCHPOINTS
Paid MediaMass media
opportunities
Earned MediaEncourage others to
facilitate W.O.M.
Owned MediaMaximize existing
touchpoints and experiences
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START WITH THE CONSUMER’S FIRST TOUCHPOINT---AND WORK OUT FROM THERE
Market Wide OpportunitiesUse targeted media
efforts to build overall awareness
Community ConnectionsConnect within
their daily routines and communities
Surrounding Area
Extend brand experiences beyond
the store
The Product/Store
ExperienceMaximize all
existing touchpoints and experience opportunities
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Maximizing Existing Touchpoints Before Creating New Ones
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Consumer experiencePurpose-intentAction-interaction
ALIGNING CONTACT POINTS ALONG THE PURCHASE PATH
DREAM
PLAN
BUY
Synchronous points of contact
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FOCUS ON MAXIMIZING THE CONSUMER EXPERIENCE WITH
EVERY TOUCHPOINT
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EXPERIENCES CONSUMERS HAVE WITH YOUR BRAND BEYOND SIMPLE
GRP’S
And they’re increasingly relationship driven and channel agnostic
IMMERSIVE – PORTABLE – PERSONAL CONNECTED EXPERIENCES
Creating Experiential Opportunities
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AND NEW PARADIGMS IN BRAND EXPRESSION
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With
Share
able M
oments
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PROVIDING MULTIPLE CONNECTION OPPORTUNITIES AND SALES
beyond push ing impress ions , adver t is ing must des ign & account for how consumers exper ience brands today in an omni -channel env i ronment
marry ing the d is t r ibut ion wi th how consumers exper ience brands on THEIR terms
MASTER BEING ANEXPERIENCE ARCHITECT