outside-in briefing

Inside-out & outside-in briefing

[email protected]

Inside-out vs. outside-in

Organization

Agency

AudienceInside-out

Outside-in

BRIEFING

CAMPAIGN

RESEARCH

DE-BRIEFING

CommunicationKnowledgeCenter 2

Job-position in Organizations

CEO

CorporateComn …

Marketing

PRPA

Job Market…

Internal Comn MarCom

AdvertisementSponsoringEvents…

Comn Advisor


Job-position in Agencies

Board of directors

Accountdirector Back office

Strategic Planning

CreativeTeam

ArtDirector

CopyWriter

Account Manager

Account Executive

Account AssistantCommunicationKnowledgeCenter 4

Main items of a briefing (Geursen ’98 p93-94)

1. Proposition: what do we promise?

2. Why would consumer believe this?

3. Target audience: to whom are we going to tell this?

4. What is the Great Obstacle in the communication process?

5. What should advertisement do with the brand?

6. What is the desired behavior?

7. What tone-of-voice & style will we apply?

+ Other items of a briefing: media, budget, marketing backgrounds.


BertolliExample of a briefing


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TITLE

WHAT IS THE BUSINESS PROBLEM OR OPPORTUNITY?

WHAT ARE THE OBJECTIVES FOR THIS COMMUNICATION?

WHO ARE WE TRYING TO ENGAGE? (and what competes for their attention?)

WHAT IS THE SINGLE THING WE WANT TO SAY?

SUPPORTING IDEAS FOR THIS BRIEF

THE PRACTICALSJOB NO.GBD PD CD

THE PRODUCT IS...BERTOLLI SPREAD MADE WITH EXTRA VIRGIN OLIVE OIL

THE BRAND IS...ITALIAN ZEST FOR LIFE(Key values - active, positive, vital, charming, light-hearted)SPREAD RELAUNCH

Keep Bertolli spread ahead of the game by communicating its relaunch with Extra Virgin Olive Oil (instead of pure olive oil) early in 2003.

Create awareness that Bertolli spread is now made using Extra Virgin Olive Oil (EVOO).Make people feel happy and confident that Bertolli is now even more naturally good for you because it contains EVOO - the best kind of olive oil.Ensure that current users continue to buy the spread, and encourage new users to want to try it.

Adults 25+ in Northern European countries who buy olive oil spreads, or who are interested in olive oil as part of the Mediterranean way of eating. They don’t know everything, but they do know that EVOO is the best kind of olive oil.

For them, olive oil symbolises this highly aspirational approach to food and life, because it is a simple, natural, pure, high quality food that is also good for you. It has become their epitome of natural health.

Our target really want to incorporate a little of this way of eating into their lifestyle, and olive oil products, like this spread, are an easy way to do this.

BERTOLLI SPREAD IS NOW MADE WITH EXTRA VIRGIN OLIVE OIL

TV - must work across several European markets.Use new brand communications platform.Must be crystal clear that Bertolli spread now contains EVOO, but ensure that we don’t give the impression that the previous product format was inferior.

EVOO is the best possible olive oil, because it is made by only gently pressing the olives (first cold pressing), so that it retains more of the essential nutrients and vitamins naturally found in olives.

So EVOO is even better for you than other olive oils.Making Bertolli spread with EVOO is the natural next step in bringing people best quality, up to date products.


Inside-out & outside-in briefing

Schultz ('96) Essentials of Advertising Strategy


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Target Market Incentive Statement (Schultz '96)

• To (user group), (name of brand) is the (product category) that (benefit of brand).

• To ambitious people, VSM is the toothpaste that prevents cavities and maintains clean, white teeth.

• Support: with fluoride & strong• What consumer wants from product; psychographic

attributes : security & self-confidence


“Values can serve as standards that guide our choices, beliefs, attitudes, and actions.” (De Mooij 2010 p46)

• “Preferences can lead to action: change dirty into clean by washing.” (De Mooij 2010 p45)

• “We all want to be clean, but to reach that goal, people use various methods. The Belgians use twice as much soap powder as their neighbors, the Dutch.” (De Mooij 2010 p45-46)

• “We all want to be healthy, but how we remain healthy varies. In the south of Europe, more antibiotics are used than in the north.” (De Mooij 2010 p46)


Values, benefits & attributes important for outside-in briefing• Link your message to what is already in the brain of

the receiver. Link to what he prefers.• So, link to his values, they influence his behavior.• Support this by making values concrete in benefits

of the product/ service/ brand: what’s in it for him.• Attract attention with attributes: what he

immediately associates with the product/ service/ brand.


Attributes – Benefits – Values

Attributes: with fluoride & strong

Benefits: prevents cavities & clean, white teeth

Values: security & self-confidence

Figure: Levels of communication (De Mooij 2010 p155)


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Exercise laddering interview (1)• Group of 3

• A interviews B

• C observes and makes notes:– Non verbal communication (mimicry etc.)– Attributes; benefits; values.


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Exercise laddering interview (2)• Describe X please / First associations with X?• What makes X special? / Would you recommend

X? Why?• Why have you chosen for X?• You have chosen for X because of Y; why is Y

important for you?• You say Y is important for you. Why is Y

important for you?• Etc.


outside-in briefing

Education