introduction to strategy - panteion university, ad & pr lab
TRANSCRIPT
Hello 1story-tellers
FB: Lina KiriakouTwitter: fraoulinaLinkedin: Lina KiriakouInstagram: fraoulinaE-mail: [email protected]
Digital DirectorFocus on New Business
Until then…
This semester is about STRATEGY
discuss strategy engage in workshops get the main brief of
the semester (surprise) work on some other
fun stuff come up with the final
presentation on the main brief
The plan is…
Please respect the main structure(while discovering additional rules that work for you along the way)
What is Strategy exactly?
Strategy (from Greek στρατηγία stratēgia, "art of troop leader; office of general, command, generalship”) is a high level plan to achieve one or more goals under conditions of uncertainty.
(Source: Wikipedia)
It can refer to any discipline
Fighting a war Maneuvering politics Achieving a contract/making a deal Communicating a brand Positioning yourself in a social circle Acquiring a job Getting into a relationship Running a company
etc.
(Source: http://www.brainpickings.org/2013/07/30/david-ogilvy-principles-of-creative-management/
)
“The supreme art of war is to subdue the enemy without fighting.”
“In the midst of chaos, there is also opportunity.”
“Pretend inferiority and encourage his arrogance.”
“Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”
“Know the enemy and know yourself; in a hundred battles you will never be in peril”
It goes way back
Business is a modern-day war
A strategist is like a general
Has the big picture in mind Has an overview of multiple units Is assigned with the job of perfectly orchestrating
all available resources
By observing the outcome of battles, adjusts movements to the end goal.(sacrifices may be necessary to achieve the overall goals)
What Frank Underwood thinks about it
Set Defined Goals and Objectives Develop a Strategy and Follow It Explore Different Tactics Always Measure and Then Evolve
(source: http://www.milespartnership.com/blog/house-of-marketing-lessons-from-frank-underwood-for-more-effective-marketing-strategies
)
Strategy is NOT tactics
Step 1: diagnosing the environmentStep 2: acknowledging the issues at handStep 3: setting goalsStep 4: determining actions to achieve the goalsStep 5: mobilizing resources to execute the actions
A strategy describes how the goals will be achieved by the means (resources)
If you follow these steps, you’ll be alright
Strategy is also very much aboutPICKING THE RIGHT BATTLES
And in our days, it’s certainly about…
Telling a COMPELLING STORY
1st major consideration:know your ground (where do you compete?)
“Old” Consumer Journey
Digital has shaped a new physical world
A… suitcase that never gets emptied
SEO, SEM, SOCIAL MEDIA, DISPLAY, AFFILIATES, PR
REGISTER, CONFIGURE, DOWNLOAD, CHAT, CALL
EMAIL, PHONE, SALESMAN, DEALER, CONTENT, REWARDS
ONLINE, OFFLINE
2nd major consideration:what is your USP (what is the different proposition we offer vs. competition?)
3rd major consideration:what resources can you utilize (tangible or not)
4th major consideration:how do you make sure we keep our value (how do we win all the time)
Very important note:Your strategy must define both what you do AND what you do NOT do
Home-fun:Pick your favorite campaign and try to figure out what was the strategy behind itBring it in class and we’ll try to guess it all together
Thank you