planningaboveandbeyond.com

The Community deck!

John Griffiths WebmasterAugust 26th 2004

August 2000The concept

August 2004

Learnings

The inner circle

Planning insiders

Limited group of 11 planning freelancers

Well over 200 years of experience – 75% former planning directors

Based on recommendation – not a directory

Co-opetition – sharing out work

Sharing knowledge, advice

Buddy system – don’t do it!

Supplemented by Gallery of Exotica: specialists – MRS 2004 paper

The outer circle

Mailing List

Bimonthly newsletter Circulation of 150 Names and email

addresses Signup survey gave site

likes and dislikes Most regular source of site

fanmail Worldwide People learning about

account planning Planners in other comms

disciplines Planning directors in dept

of one

Site visitors Site traffic July/Aug Areas visited – the power of a directory Downloads Keywords Books

If 800 planners in London = 30-50% share of attention?

Major educational source –one of the main ways planners outside of the UK learn about planning – shaping a wider definition

Site traffic

Average time spent: 6 mins 30 secs

Indivs Sessions

Pages

Size Hits

2397 3783 13530

1.05GB

67KJuly

Daily Average na 126 480 26MB 2K

2054 3378 13131

710MB

57KTo August 25th

Where they go onsite Home page and related pages - new

articles Directories – good for spiders and search

engines Trumps and Raspberries Site of the month People In their own words – audio interviews Classified??

July/Aug Downloads

Integrated planning toolkit JG 184APG 2002 Integr Planning deck JG 179Alchemy MRS 2003 winner Tasgal 126Bluejacking white paper Rainier PR 117Beyond ad planning AdmapJG 102Brands as media owners MLeader JG 92Advertising to the herd MRS Mark Earls 87

Keywords and keyword searches

Keywords: London PlanningMarketing Brand

Keyword searches:

Advertising

Planning Above and Beyond

Harry Enfield Burger King

Brand ArchetypesBrand promise

Eva Pharmaceutics

What do they read?

157 books sold

£2079 revenue

£126.06 drinks tab!

so far this year..

Book clickthroughs:July/Aug

1 After Image: Mind-altering Marketing 312 9.99 263 The Big Idea Book 194 Sixty Trends in Sixty Minutes 155 Wally Olins on Brand 156 Brand New Brand Thinking: Brought to Life by 11 Experts Who Do 147 Pollitt on Planning 138 The Art of Looking Sideways 129 Eveolution: Understanding Woman--Eight Essential Truths That Work in Your Business and Your Life1210 It's Not How Good You Are, It's How Good You Want To Be 1111 How Customers Think: Essential Insights into the Mind of the Market 1012 How to Plan Advertising 913 Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds 914 Trading Identities: Why Countries and Companies Are Taking on Each Others' Roles 915 The Brand Gym: A Practical Workout for Boosting Brand and Business 816 Mission-Shaped Church 817 Qualitative Research in Context 818 The Mental World of Brands: Mind, Memory and Brand Success 819 The Triumph of Narrative: Storytelling in the Age of Mass Culture 720 Scoring Points: How Tesco Is Winning Customer Loyalty 6

SalesJuly/Aug

Sixty Trends in Sixty Minutes Sam Hill 2Brand New Brand Thinking: Brought to Life by 11 Experts Who Do APG 2The New Marketing Manifesto John Grant 2Qualitative Market Research: Principle & Practice (£150!) 1The Hidden Power of Advertising (£45) Robert Heath 1The Mental World of Brands Franzen Bouwen 1Cutting Edge Radio: Jim Aitchison 1How Customers Think: Zaltman 1Brand Stretch: David Taylor 1Wally Olins on B(r)and 1Mind to Mind Marketing: Harry Alder 1Welcome to the Creative Age - Mark Earls 1Excellence in Advertising: The IPA Guide to Best Practice 1Understanding Brands: By Ten Experts Who Do Don Cowley 19.99 Frederic Beigbeder 1It's Not How Good You Are, It's How Good You Want To Be Paul Arden 1How to Plan Advertising APG 1After Image: Mind-altering Marketing John Grant 1Maverick! Ricardo Semler 1Motherland: The Other Side of My Heart V Vijayaraghaven 1Was 9.99, Now 6.99: A Novel Frederic Beigbeder 1101 Experiments in the Philosophy of Everyday Life Roger Pol Droit 1No Logo Naomi Klein 1World Lounge CD 1Things to Make and Do CD 1

Ever increasing circles List of planning

directors Site content

relevant to most disciplines

Peer group salons? Scaleable

AdvertisingDirectMarketing

SalesPromotion

Mediaindeps

NewMedia

DesignPR

Clientsideplanners

Outside ofThe UK

MarketingMarket

Research

Top 20/top 30

New Planning Network – Equity meets Friends Reunited! Closed site – last two months PAAB available to

visitors but rest available only to subscribers Auto translation of web pages into other languages Subscribers pay £20 a year for basic access Reduce degrees of separation between people who

want to hire in planners and planners wanting work Build peer networks – get their CV out there!

Subscribers get Unique email address john.griffiths@accountplanning.net Unique page - can post photo and CV/promo documents

Planners can place their websites alongside it or have websites developed for them

Planning Above and Beyond

John GriffithsTel 07740125794

www.planningaboveandbeyond.com