Strategy & Branding Chapter 2

Learning Objectives

• Identify the various components of an integrated marketing campaign • Define objectives, strategies and tactics in a marketing campaign and plan how to

prioritize them • Discuss the role of research as an essential component of ideation • Explain the difference between features and benefits of a product • Compose a brief and copy platform successfully • Describe tone, resonance, and positioning • Review the strategies of researching various generational groups • Compare the benefits and limitations of branding

3-Part Media Strategy to Consider in Advertising Paid Media

• Any marketing that you pay for to promote a product • TV ads • Radio sports • Print advertising • Sponsored social media ads/posts (much cheaper than traditional

advertising) • Banner ads on a website • Billboards

Owned Media • Content you create and publish on channels you own

Websites Blogs eBooks Apps Content you distribute on social media

Earned Media

• PR practitioners love this one • Where brands/organizations earn mentions without paying for it. • Published on channels not owned by you • Gained as result of efforts in paid and owned media.

When bloggers do a review on products and services Influencers mention your brand

• You generally ask permission to share the information • But sometimes your product or service is picked up without a request

Native Advertising

• When the ad message is blended with other content • E.g., in movies

Traditional Advertising • Covers newspaper, magazines, television, radio, banner ads, and

outdoor ads • Most of your budget will go to these this form of advertising

MarCom

• Non- traditional forms of promotion • Contention about whether this is advertising • However, MarCom, also called integrated marketing communication (IMC)

unites traditional and non-traditional elements into a single campaign • Doing whatever it takes to:

bring awareness to the product increase the bottom line

Marcom Tactics • Direct marketing

• Sales promotion

• Point of sale

• Content marketing

• Search Engine Optimization (SEO)

• Mobile advertising

• Social advertising

• Experiential advertising

• Specialty advertising

• Anything else you can stick your logo on

What is the Problem

• One of the biggest mistake a lot of people make is to think about the tactics first.

• However, you must first decide: • What is the problem to be solved with the campaign? • Every company that comes to you has a problem • They will generally say they want to sell more products • But… that is not the problem

The Problem is…

• What’s going to make it difficult to sell more products/services • How can you overcome those difficulties?

• These may not be the only difficulties • Therefore, you must identify the pain points • Product shortcomings • Weak warranties • Non-competitive pricing • Racial or gender bias

Examples of Pain Points and How to Address Them

1. My paid search ad isn’t appearing on page one of Google • Raise your bid – figure out how much pay for a keyword to be on the first page.

2. My click through rate is low • This might be cause by:

the traffic quality – are you targeting the right people Ad creative – how compelling is your ad? How eye-catching is it? Have you quickly

and clearly conveyed the benefit of claiming your offer? If using paid search ad, consider using extensions to make your ad more clickable If you are creating a display ad, consider using motion or color to get the ad to “pop”

Account Planning

• The department that will dive deeper into consumer behavior • They will gather data (qualitative and quantitative) • Their job is to find the consumers “sweet spot” • Lays the foundation before you get to the strategies and tactics • This department will ultimately help make the message believable and

actionable

The Role of Advertising in the Buying Process

• The Four Ps of marketing (the marketing mix) Product Place (distribution) Price Promotion

• Marketing/advertising directors are particularly concerned with promotion • However, to be successful you must consider a fifth P

People – your target audience

AIDA

• The buying process starts with awareness and ends with sale • AIDA helps us understand and describe the process • A – attention • How do you get someone who is bombarded with hundreds of messages to look at

your ads or commercial? • Use powerful words & creative visuals

• I – Interest • Once you capture people’s attention, they will give you a little more time to make

your point • Stay focused on their wants and needs

AIDA Continued • D – Desire

 Once people are interested, they need to really want the product.  Help readers understand how your product/service can help them in an authentic way.  Appeal to their personal needs and wants

• A – Action  After you hook the people, what do you want them to do?  Visit a website  Test drive a car  Call for information  Buy the product now

• Action drives the bottom line

Group Activity

• Based on your research findings and what you already know about the brand, identify the paint point for the brand.

• Next, decide on your target audience

• Use the AIDA model to decide how you will grab attention, keep interest, increase desire, and call people to action.

• Try to create a 2 SMART goals for your campaign – We will dive into this next week.

Strategies and Tactics Strategies – Describes what you want to do • How are you going to achieve your objectives? • What’s your position? • Who are you targeting? • How will you segment markets? • What is your brand strategy? • Creative strategy? • Media strategy? • Digital strategy? Should be stated in quantifiable terms

Tactics • Specific action that fit into your strategic plan • The “how”

• Strategies = Blueprints • Tactics = Tools

• Objectives > Strategies > Tactics

Step 1 • Gather the facts – You are currently working through this step • Primary research • Ethnographic research – immerse yourself in the

culture/observe/tours • Projective techniques – provide images or words related to the

product and ask consumers to make associations • Secondary research

Step 2 Now that you have done the research • Define the audience • Identify features and benefits (see Table 2.2) • Clarify your current position • Align wants and needs with the product (see Table 2.2) • Determine call to action

The Creative Brief • Answer the following in your brief:

What do you want to accomplish? (Objective) Who are we talking to? (Target audience) What do they think now? (Current Position) What do we want them to think? (Reinforce Current Position or

Reposition) Why should they think this? (Features and Benefits) What is our message? (What is the One Thing?)

Diversity and Inclusivity • Most recent addition to the CB

• Is our message culturally appropriate? • Have we missed any opportunities to be culturally relevant?

Copy Platform – The One Thing/Central Truth/The Big Idea/The Positioning Statement • Also called the Creative Strategy Statement (CSS) • Can be simple or detailed – based on preference • Should cover: • Features and benefits • Competitive advantages • Weaknesses • Info about the target audience • Tone of message • Simple, overriding statement about the product

The One Thing – Breakout Room Activity

• If you could say just One Thing about your brand/product, what would it be?

• What is the essence of the target consumer in relation to the essence of the brand?

Consumer Profile/Persona

• Putting a human face on the target audience • Demographics + Psychographics (values and lifestyle)

Who are they? What are their wants and needs? What are their buying intentions? What are their attitudes toward the product and competitors? What do they do for a living? What are their hobbies? Where do they live and work? How does this affect their buying patterns? What media types do they prefer? How and when do they use media?

Great YouTube Channel to Help with your Strategy • Brand Master Academy

Value Proposition • Statement that explains why a consumer should buy a product or

service • Can be short or long and detailed • Everyone of the team must know why a product will add more value • Why is the product or service better than the alternative • Must appeal to customers wants and needs

Value Proposition Formula • For _________ (target customers) • Who want ____________ (specific desire) • We offer _______________ (a new product or service/benefit) • Instead of ______________ (inadequate competitive offering) • We deliver ______________ (emotional benefit)

• See page 32 for specific example

Let’s Pause…

• Create your own value proposition in your breakout rooms • 10 minutes

Parity Product • Close similarity between brands within the same industry • Is your product equivalent to a product offered by a competitor? • This eliminates a monopoly in the market • E.g., toothpaste • Significant effect on how consumers perceive brands within a market • Consumers may believe brands are equivalent and not unique

Repositioning & Rebranding • Reasons to consider repositioning and rebranding:

Society and marketing environments have changed Competition has changed Recent crisis or negative publicity Loss of brand relevance

• You must also consider: New logos and identity packages

Let’s Pause

• https://www.businessinsider.com/burger-king- launching-rebranding-campaign-2022-9

• Read and discuss the above article in your breakout rooms (link posted in Module 9)

What thoughts do you have about the campaign?

• Next, we will review the campaign intro video in PlayPosit and respond to the discussion question…

Burger King – You Rule • https://www.youtube.com/watch?v=avGyuScuW5k

• https://www.youtube.com/watch?v=5Ezdnm8aWSg

• Who are the ads talking to? • What does this brand represent? • What makes this brand unique? • What is the big idea presented in this ad?

Discussion Assignment – Let’s Unpack • Find and share an ad from within the last 12 months (copy the URL to

your response) and map it backwards by using the elements in the ad (copy, visuals, sound, people, etc.) to answer the following questions:

Who is the ad talking to? What makes the consumer unique? Who does the brand represent? What makes the brand unique? What is the big idea presented in this ad?

Brand Identity • Brand identity

Includes name, logo, tagline, and color palette.

• Many brands in the same category have similar brand elements. • McDonalds, Burger King, & Wendy’s share the colors of red and

yellow, despite being unique.

• Why do you think they brands use these colors?

The Meaning Behind Colors • Color theorists believe that:

• Red is associated with heat • Yellow is associated with happiness

Examples of Product Categories • Convenience goods – e.g., laundry detergent • Shopping goods – e.g., electronics • Specialty goods – e.g., high-end clothing, luxury cars • Unsought goods – e.g., gadgets, funeral services

Consumers don’t know about these goods or does not think of buying

In-Class Assignment • Choose a product category to study and then do some research to

find the top three competitors in that category. • Analyze the brand name, typography, logo and color palette of each of

the competitors. • What elements do the brands have in common, if any? What

elements are completely different? • Explain how similar identity elements contribute to the consumers

understanding of the brand and the category.

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