Integrated Planners Toolkit

1
Integrated Planners Toolkit

• John Griffiths
• June 11th 2002

2
The Integrated Planning Model
1. The brand as promise
3. The brand as experienced directly by the
consumer
2. The brand as medium
3
1. The Brand as promise
1. The brand as promise
4
Characters, Essences Onions

• Whatever your method you need to supplement your
  brand promise scheme to include as well as
  brandpropositioncorevaluespersonalitydimensionsf
  unctional benefits
• Multiple propositions - bylines
• Nature of relationship/emotional distance
• Genre of the category communication norms
• Narrative elements mechanics reveal what the
  character is like

5
Defining the brand narrative
Genre Whats the predominant Genre in this
market? Do we stick with the genre or subvert it?
The screenplay What is the hero trying to
achieve? What obstacles stop him/her
achieving? Do the other characters helpor do
they get in the way? How? What does the hero
need to changeor do differently? What new
qualities or abilities do they require? How do
they succeed using these new abilities? What has
our hero learned?
The Cast list Who are the main characters How do
they typically behave
The brand What is our hero like? What qualities
will he/she bring to bear?
6
2. The Brand as a medium
2. The brand as medium
7
The customer value matrix
No. people/ Households In medium
Historic Customer Value M
Potential Unit Sales
Promotional Budget allocation M
Existing owners in market
300
10K
20K
Advertising 18M
Direct Marketing 1M
Promotions
Prospects in market
10K
300K
Existing owners
1500
5K
100K
Prospects
1K
3 million
Source 1998 data
8
Lumpy Mass Audiences and 80/20 Rule which lumps
do you need on your side?

• Profitability
• Weight of usage
• Frequency of purchase/usage
• Loyalty to a given brand or subset of brands
• Propensity to trial experiment
• Promotionally responsive
• Involvement with advertising
• Level expertise/knowledge
• Sociability and connectedness
• Persuasiveness

9
The Competitive Customer Trade balance
Trading up
Audi A4
Accord
Rover 600
Toyota Carina
Trading across
Trading across
Mitsubishi Carisma
Trading down
10
3. The Brand as experienced
3. The brand as experienced directly by the
consumer
11
Purchase/usage/retention Cycle
USAGE
Breakdown
REPURCHASE TRIGGERS
Mileage
2.7 yrs
Post purchase rationale
Insurance claim
Retention Comms
Lifestage
Servicing
Showroom
Test Drive
Seriously consider
Purchase
Read up
PURCHASE PROCESS
12
Timeline after the break-in
80
coverage of target group
20
10
10
90
90
60
80
30
7
7
7
7
8
Perceived Importance 1-10
50
40
5
4
Calling Security company
Calling retailers Get quotes
Calling Off work
Calling Relatives
Calling glazier
Police visit
Contacting broker
Contacting Insurance coy
Calling locksmith
13
Managing the Shape of the Purchase Funnel
154,000
22
9 Considered buying an Accord
63,000
1 Read up but did nothing more
7,000
35,000
5 visited the showroom
28,000
4 Test drove the Accord
3 bought an Accord
21,000
Source Lost Car Sales 1997
14
The Cost of Selling an Accord
9 Considered buying an Accord
45
1 Read up but did nothing more
78
84
5 visited the showroom
144
4 Test drove the Accord
3 bought an Accord
336
Source Lost Car Sales 1997
15
Layering the Mechanics
Branded communications which create emotional
bond with the Accord
Targeted response generating comms persuading
them to send-off for literature. Hot prospects
given videos/CD ROMS as well
Incentivise visits to the showroom Pre-arranged
test drives 24 hour test drives to hot prospects
Dealer support programme to improve conversion to
test drive
Dealer support programme to diagnose reasons for
non purchase
Post purchase rationalisation programme to ensure
purchasers are satisfied
Source Lost Car Sales 1997
16
Layering the Messages
The Accord is a breakthrough car in its class
because it offers leading performance
Its more stylish than your current Rover. Call us
and well arrange a test drive for you
To really understand what a breakthrough car it
is youll have to see it for yourself
If youre really considering an Accord we want to
give you the best test drive to ensure you
understand what a great car it is
We hope your test drive showed how good
the Accord is. Wed really appreciate feedback
to make it even better
101 ways to get even more enjoyment out of your
new Accord
Source Lost Car Sales 1997
17
Moments of truth

• What are the physics of of usage? What actually
  happens?
• Theres a first time for everyone how does it
  feel?
• What happens when it goes wrong?
• What is the brand like in a crisis?
• Why shouldnt your customers do your selling for
  you?

18
4. A new way of organising
Core Brand Promise team (Advertising led)
?
Line members of team function first as
specialists Then as generalists to agree
strongest blendof elements
Core Brand Medium team (Database/Media people)
?
?
19
Summary of development process

• First thoroughly understand the brand promise
• Define your target quantitatively and
  qualitatively
• Then deploy the members of the whole account
  teams to pitch against each other to hit the
  target using their specialist disciplines
• Get them to vote on the most effective
  communications approach
• Ensure all approaches and mechanics fulfil and
  enhance the brand promise
• Optimise the coverage are some people getting
  too much?
• Agree measures which will show that the target
  has responded
• Determine how the combination of communications
  media have added value to the consumer and
  enhanced product experience

20
The development process
1. What the Brand promises
Core competency What the brand is good at
Competitors What else is being promised
?
?
?
3. How the brand is Delivered and Experienced
2. The Brand as Medium