PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 5 Integrated Marketing Communications Strategy Course Faculty of Informatics SSME Program PV231 Integrated Marketing Communications SPRING 2011 2 PV231 Integrated Marketing Communications SPRING 2011 3 PROGRAM Room C511 09:00 – 10:45 Lecture 10:45 – 11:00 Short Break 11:00 – 12:00 Lecture/Exercises Housekeeping items ! Soiree at Ambra, Wed, May 23, 18:00. Please confirm on FB by today 1pm! ! Rewards for top 3 teams ! Creative Pitch & Final Draft DUE Monday PV231 Integrated Marketing Communications SPRING 2011 4 Creative Brief Format •  Creative Brief is a proposal for a creative/marketing strategy or tactic. It’s a widely used format in the ad/ marketing world. It consists of: •  Overview of your idea, •  Branding & Positioning (Mood Board, Branding Map, Position) •  Audience (Who is your target audience(s)?) •  Message (What is the message you will try to communicate?) •  Media (How will you communicate your message?) •  Budget (Estimated costs of your proposed tactic/strategy) •  Timeline (Estimated timeline of your proposed tactic/strategy) •  Creative Image (Show your proposed creative images) 6 FINAL IMC STRATEGY IMC Planning Process: Developing an IMC Plan RESEARCH REPORT Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/ Creative Branding Strategy Positioning Strategy Schedule Budget Executive Summary ST & LT Research Insight CONCLUSION References Executive Summary OVERVIEW Summary (Art of the Executive Summary by Guy Kawasaki) Most guides to writing an executive summary miss the key point: The job of the executive summary is to sell, not to describe!!! The executive summary is often your initial face to a potential investor, so it is critically important that you create the right first impression. Contrary to the advice in articles on the topic, you do not need to explain the entire business plan in 250 words. You need to convey its essence, and its energy. You have about 30 seconds to grab an investor’s interest. You want to be clear and compelling. MAINLY THE JOB OF THE EXECUTIVE SUMMARY IS TO SELL, NOT TO DESCRIBE!!! ON ONE PAGE IMC Communication Strategy Awareness Image Recognition Trial Increased usage Stockpiling Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Messages Brand Incentives Short-term returns (fiscal year) Long-term returns (future years) Business Building Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value Example Budget/Timeline Audience #1 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost Audience #2 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost Estimating ROCI Identify Consumer Group Determine $ investment Students 200 000 CZK Determine goal, timeline & ROCI 100 new students in MICA 50 students chosen 10 business started By December 2011? ROCI? New grant Application of design (Strategy Overview) Short-Term Long-Term Usually 1 year Should be detailed & specific Degree of certainty Goal: Immediate effect Outcome: Financial returns Monitoring & Control: Focused Usually 2-5 years Vision described Degree of flexibility Goal: Sustainability Outcome: Brand equity/value Monitoring & Control: Watch 1.  PRINT BEFORE YOU SUBMIT 2.  Don’t write for me! Write for the client! 3.  Avoid student paper writing and format 4.  Give them WHAT, WHY and HOW 5.  SPELLCHECK!!! 6.  Nothing is not meant to be easy (challenge yourself) 7.  The key is to change/expand your thinking 8.  Professional look 9.  Don’t forget summary/conclusions 10. Don’t forget page numbers 11. Break the text with sections, charts/images, table, bullet points, altered fonts, relevant images, etc. 12. Make sure all images have description 13. If you decide to use images in your briefs, make sure they are a good resolution. There is no excuse for having blurry images in your documents. It looks very unprofessional. Make sure all of your images are royalty-free or purchase or given credit in references. www.sxc.hu 14. Make sure the document is legible – visual communications 15. Name your files properly (Sandra Kumorowski MarketingPlan 052312.pdf) Final Marketing Plan: Focus on details; every element must have a purpose 21 ART OF COMMUNICATION PRESENTATION SKILLS Book “Resonate” by Nancy Duarte Book “Perfect Pitch” by John Steel SHOW POSITIVE ENERGY Art of Communication 1.  Communicate all the time (remember, never disappear!) 2.  Verbal Communication (presentations, meetings, etc.) 3.  Written Communication (papers, emails, FB posts, etc.) 4.  Body Language (presentations, meetings, enthusiasm-Annie, etc.) 5.  Actions (Actions speak louder than words) 6.  Be Yourself 7.  First Impression always counts 8.  Show respect at all times 9.  Ask power questions 10. Be On Time (AA) 11. Communication in crisis - COMMUNICATE 12. Dealing with unfair criticism 13. Dealing with unethical behavior Record yourself What is a Creative Pitch? PRESENTATION & YOUR ONE-TIME OPPORTUNITY TO SELL YOUR IDEA Example of an effective pitch from MAD MEN Inspirational Speeches RESONATE BY NANCY DUARTE PERFECT PITCH BY JOHN STEEL Lessons from Perfect Pitch by Jon Steel 1.  Understand the psychology of the audience 2.  Distill your data into a single, motivating idea 3.  Five-Step Program 1.  Grazing - gathering of raw materials & digesting 2.  Looking for meaning - links/connections, any ideas-however stupid they might seem-must be written down 3.  Drop it - “sleep on it” 4.  Adapt & Distill - developing your idea. Ask: Does it make sense? Does is make sense without showing details? HAVE A SINGLE SENTENCE READY THAT BEST DESCRIBES YOUR IDEA. The presentation has to have a soul. Without a soul, it’s a collection of facts. 5.  Writing the presentation - now you start creating your slides Lessons from Perfect Pitch: TEAMWORK 1.  BEST PITCHES ARE TEAM PITCHES WHERE TEAM WORKS TOGETHER 2.  THE PRESENTATION MUST FEEL LIKE THE SAME PRESENTATION FROM THE START TO FINISH 3.  ENJOY WHAT YOUR COLLEAGUES ARE SAYING 4.  HAVE FUN 5.  HAPPY TEAM IS A WINNING TEAM WHEN IT’S PERSONAL TO THEM 1.  Aim for 15-minute presentation 2.  What’s the purpose of the presentation (outcome-based model) 3.  Make sure to communicate the most important points! 4.  Consider the audience - what they want to hear 5.  Select the order of speakers strategically (if in team) 6.  Teamwork (you never know who might see/like you) 7.  Dress appropriately (out of respect for the client/audience) 8.  Be bold but polite in your speaking, don’t disrespect the client (act as a consultant) 9.  TELL A STORY!!! 10. Practice!!! 11. Enthusiasm/Motivation 12. Keep the energy going from the beginning to the end 13. Speak in a simple and clear language 14. Surprise! (Boomerang) Final Presentation: Focus on client & tell a story TED Presentation: Speeches are all about telling stories MONDAY CREATIVE PITCH ! 2 minutes ! Explain your strategy idea ! You can use slides ! No other teams in the room PV231 Integrated Marketing Communications SPRING 2011 33 34 VISUAL COMMUNICATIONS How do you become different? Visual Thinking & Strategy INSIGHT from Visual Thinking When producing any ads, understanding one’s own & others’ visual capacities helps communicate messages strategically. Visual Thinking is HOLISTIC ! Holistic thinkers work through material most thoroughly and efficiently in ‘fits and starts.’ ! When the material does suddenly click in understanding, the holistic thinker will usually not only see the big picture, but with a more clear and creative perspective than other thinkers. ! Often, holistic thinkers will take more time to understand information than other thinkers. However, their final understanding is more extensive. Seeing with your eyes closed 1.  Seeing something that isn’t there 2.  Imagine scenarios 3.  Draw scenarios Visual Arts & Composition INSIGHT from Visual Arts Understand artistic elements and composition. Analyze ads as works of art and apply techniques, when developing ads. History ! Creative effort of imagining and inventing ways/ means of communication marks pivotal difference between humans and other species ! All messages imply the presence of at least 2 people: sender & receiver ! 3rd element: Patron/market ! Work of art is full of meanings and messages 1510/1511 Visual Means of Communication ! Art appeals to senses as well as the intellect ! In visual art, the “meaning” is communicated through what is visually perceived ! 2 levels of communication must be integrated: mental & visual ! Use of iconography – images (Christ & Mary) & symbols ! Mythology - Botticelli Rembrandt “Anatomy Lecture of Dr. Tulp” 1632 Modigliani Edward Tufte & Envisioning Information Edward Tufte (American statistician & professor emeritus at Yale known for his writings on Information Design) has one main idea, and it's simple, but powerful: show people as much data as possible with as little ornamentation as possible. Let the data speak for itself. The chart above shows very complex set of data using one image. INSIGHT from Edward Tufte How can an ad become a source of useful information to be gained quickly. Design Thinking Design is a strategy HOW WE SEE 1. COLOR 2. SHAPE 3. PHOTOGRAPHY 4. WORDS We must understand the following sequence and apply it to the way consumers see their product packaging. INSIGHT from Design Thinking When producing any ads, use good quality design to support your strategy. Design is a strategy. Packaging Learning from the shelves How do you become different? Packaging has evolved into a strategic touch point with consumers. Drunken Sailor Rum; a celebration of rum and those who adored this spirit most – the old sailors with their quirky little sea shantys. This limited edition run was lovingly hand produced and finished. Telling the story of "What Shall We Do With The Drunken Sailor" – one of the crews most famous and upbeat working songs. Application of design (Chocolate) Application of design (Eye solutions) INSIGHT from Packaging Design Packaging delivers the brand idea into the hands of consumers – literally. Develop ads that bring consumer closer to the product. Photography Capturing moments INSIGHT from Photography Understanding photography and its role in an ad can increase the potential of the ad by 100%. Why? Photography reflects our reality. Every element in your presentation/ document must have a purpose DRAW YOUR STRATEGY IN PICTURES Research: Developing an insight •  What are the insights from: •  Market (Industry/Category) •  Consumer Behavior •  Competitive Analysis •  Brand Analysis & SWOT •  Your interviews •  What is THE BIG IDEA based on your research and project work? •  MY BIG IDEA IS ……………………………………………………………………………. •  Based on my BIG IDEA , the goal of my strategy will be to…………………………………………………………………………………………………. Presentation Exercise: Come up with a slide story for your final Cover Slide Thank you slide Your contact info PV231 Integrated Marketing Communications SPRING 2011 83 Thank you for your attention. Next Class 6 Monday 5/21, 9:00 – 13:50 DUE MONDAY: 1.  Creative Pitch: 2 minutes to explain your strategy idea. 2.  Final Draft DUE for my review. We‘ll review together.