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UNDERSTANDINGUNDERSTANDING THETHE ADVERTISINGADVERTISING PROCESSPROCESS ANDAND ITSITS DYNAMICSDYNAMICS CLIENTSCLIENTS
UNDERSTANDINGUNDERSTANDING THETHE ADVERTISINGADVERTISING
PROCESSPROCESS ANDAND ITSITS DYNAMICSDYNAMICS
CLIENTSCLIENTS EXPECTATIONSEXPECTATIONS FROMFROM ADVERTISINGADVERTISING // AGENCYAGENCY
BOLABOLA AKINGBADE,AKINGBADE, FEBRUARYFEBRUARY 20082008
THETHE MARKETINGMARKETING CONCEPTCONCEPT MARKETING:MARKETING: EstablishmentEstablishment ofof ““CustomerCustomer
THETHE MARKETINGMARKETING CONCEPTCONCEPT
MARKETING:MARKETING:
EstablishmentEstablishment ofof ““CustomerCustomer NeedsNeeds”,”, andand thethe specialspecial ““SatisfactionSatisfaction”” ofof thesethese
needsneeds viavia brandedbranded andand tartarggetedeted ““ValueValue ProProppositionsositions”” desidesiggnedned toto exciteexcite andand
engageengage targettarget customerscustomers andand ultimatelyultimately endearendear thethe brandbrand toto thesethese customerscustomers ……
…… allall inin aa ““CommercialCommercial andand TechnicalTechnical ProcessProcess”” managedmanaged toto deliverdeliver optimaloptimal
profitprofit forfor thethe Organization.Organization.
KEYKEY IMPERATIVESIMPERATIVES ((thatthat areare usuallusuallyy overlookedoverlooked))::
UnderstandingUnderstanding CustomerCustomer needsneeds
…… fromfrom thethe perspectivesperspectives ofof ‘end‘end –– valuevalue aspirations’aspirations’
NeedsNeeds SatisfactionSatisfaction
…… fromfrom thethe perspectiveperspective ofof thethe CustomerCustomer
CCususttomeromer EEngagemenngagementt
…… movingmoving himhim fromfrom thethe positionposition ofof ‘innoc‘innocence’ence’ toto thatthat ofof ‘Brand‘Brand Ambassadors’Ambassadors’
UNDERSTANDINGUNDERSTANDING CUSTOMERCUSTOMER NEEDSNEEDS …… endend –– valuevalue asasppirationsirations
UNDERSTANDINGUNDERSTANDING CUSTOMERCUSTOMER NEEDSNEEDS
…… endend –– valuevalue asasppirationsirations ppersersppectiveective
PRINCIPLEPRINCIPLE
–– CustomerCustomer NeedsNeeds areare notnot altaltogetherogether drivendriven byby FunctionalFunctional
Benefits:Benefits: oror byby linearlinear combination(s)combination(s) ofof ““functionalfunctional”” andand
“emotional”“emotional” benefitbenefit deliverables;deliverables;
–– Rather,Rather, theythey areare drivendriven byby endend –– valuevalue aspirationsaspirations;; thethe
underlyingunderlying reasonreason forfor thethe desiredesire forfor particularparticular typestypes ofof
“Functional”“Functional” andand “Emotional”“Emotional” benefits.benefits.
…… aa statementstatement reflectinreflectingg “what“what thethe combinedcombined imimppactact ooff
TheThe functionalfunctional andand emotionalemotional benefitsbenefits saysay aboutabout thethe
customer”customer”
SELFSELF EXPRESSIVEEXPRESSIVE BENEFITBENEFIT
THETHE SYNOVATESYNOVATE (formerly(formerly CENSYDIAM)CENSYDIAM) DISTILLATIONDISTILLATION Extroverted (active /
THETHE SYNOVATESYNOVATE (formerly(formerly CENSYDIAM)CENSYDIAM)
DISTILLATIONDISTILLATION
Extroverted
(active / unrestrained personality trait)
I
(more
individualistic
WE
(more pluralistic
contexts)
contexts)
Introverted
(more controlled personality trait)
NotesNotes::
1.1. Examples,Examples, NOTNOT exactexact needsneeds inin allall situations;situations; alalthoughthough veryvery muchmuch illustrativeillustrative ofof thethe ofof thethe
naturenature ofof ‘‘CustomerCustomer NeedsNeeds’’ thatthat areare drivendriven byby ““endend –– valuevalue aspirationsaspirations”” withinwithin eacheach quadrantquadrant
2.2. ExactExact descriptiondescription ofof CustomerCustomer NeedsNeeds shouldshould bebe ideallyideally establishedestablished viavia professionalprofessional
QualitativeQualitative ResearchResearch alongalong ththee lineslines establishedestablished byby thethe SYNSYNOVATEOVATE (Censydiam)(Censydiam) model.model.
NEEDSNEEDS SATISFACTIONSATISFACTION (from(from CustomerCustomer Perspective)Perspective) 1.1. REMEMBERREMEMBER ……
NEEDSNEEDS SATISFACTIONSATISFACTION (from(from CustomerCustomer Perspective)Perspective)
1.1. REMEMBERREMEMBER ……
…… NNeeeeddss areare sasatitissfifieedd wwhhenen ththee ooffffereriingng (va(vallueue propospropositiition)on)
succeedssucceeds inin inducinginducing statementsstatements thatthat areare consistentconsistent withwith thethe
‘end‘end –– value’value’ aspirationsaspirations ofof thethe CustomerCustomer ……
…… cclleaearlrlyy bbeetttterer ththanan compecompetitititiveve aaltlternaernatitivesves cancan!!
2.2. MAKINGMAKING ITIT HAPPENHAPPEN
PProroffessessiionaonall ddeettermermiinanatitionon anandd cchharacaracttereriizazatitionon ooff cuscusttomeromer neeneeddss
acrossacross variousvarious segmentssegments withinwithin thethe market;market;
ValueValue propositionproposition developmentdevelopment
a.a.
HypothesisHypothesis developmentsdevelopments forfor
ProductsProducts && ServicesServices
PackPack formatsformats && PackPack sizessizes
PricePrice levelslevels
AAffinitffinityy DriversDrivers
LoyaltyLoyalty DriversDrivers
LifestyleLifestyle PromotionPromotion DriversDrivers
NEEDSNEEDS SATISFACTIONSATISFACTION (from(from CustomerCustomer Perspective)Perspective) contcont’’dd bb
NEEDSNEEDS SATISFACTIONSATISFACTION (from(from CustomerCustomer Perspective)Perspective)
contcont’’dd
bb HypothesisHypothesis testingtesting (checking(checking thethe extentextent toto
whichwhich draftdraft propositionspropositions meetmeet customercustomer
aspirations)aspirations)
c.c. HypothesisHypothesis ReviewsReviews // ValidationValidation
AppropriateAppropriate ValueValue PropositionProposition forfor targettarget customercustomer
IMPORTANCEIMPORTANCE OFOF THETHE VALUEVALUE PROPOSITIONPROPOSITION TheThe ValueValue PropositionProposition
IMPORTANCEIMPORTANCE OFOF THETHE VALUEVALUE PROPOSITIONPROPOSITION
TheThe ValueValue PropositionProposition definesdefines thethe relerelevancevance ofof thethe brandbrand toto thethe targettarget
customercustomer
WithoutWithout it,it, thethe brand:brand:
–– HasHas nono platformplatform forfor establishingestablishing aa crediblecredible ‘Reason‘Reason forfor Being’Being’ andand
–– NoNo StandpointStandpoint fromfrom whichwhich itit cancan speakspeak
ItIt helpshelps toto establishestablish thethe frameworkframework forfor makingmaking aa differencedifference inin thethe abilityability ofof
thethe brandbrand inin meetingmeeting thethe establishedestablished needsneeds ofof thethe Customer…Customer…
… Necessary for managing Customer connection program initiatives in ways
That can be strongly linked to the Brand
Experiences that are exciting, engaging and endearing.
truly Branded
AGENCYAGENCY INVOLVEMENTINVOLVEMENT ShouldShould NOTNOT startstart takingtaking placeplace BEFOREBEFORE sharingsharing
AGENCYAGENCY INVOLVEMENTINVOLVEMENT
ShouldShould NOTNOT startstart takingtaking placeplace BEFOREBEFORE sharingsharing thethe BrandBrand ValueValue
PropositionProposition withwith thethe AGENCY.AGENCY.
‘SHARING’‘SHARING’ meansmeans takingtaking thethe AgencyAgency throughthrough itit all.all.
BESTBEST toto SHARESHARE atat thethe pointpoint ofof reviewingreviewing thethe RESULTSRESULTS ofof thethe
QUALITATIVEQUALITATIVE RESEARCHRESEARCH RESULTSRESULTS –– ToTo reachreach thethe samesame
conclusionsconclusions onon thethe naturenature ofof customercustomer needsneeds bbyy seseggment.ment.
PURPOSEPURPOSE ISIS TO:TO:
––
EnEnsusurree EExcexcelllleentnt AAgegenncycy uundndeerrssttaandinndingg ooff ththee bbasasiiss ffoorr ththee cocommpoponneentntss
ofof thethe proposedproposed ValueValue PropositionProposition
–– FacilitateFacilitate ExcellentExcellent CREATIVITYCREATIVITY inin thethe COMMUNICATIONCOMMUNICATION ofof thethe
PropositionProposition toto thethe Customer.Customer.
KEYKEY OUTPUTSOUTPUTS OFOF AGENCYAGENCY INVOLVEMENTINVOLVEMENT 1) CONNECTING BRAND ESSENCE WITH CONSUMER NEEDS BRAND
KEYKEY OUTPUTSOUTPUTS OFOF AGENCYAGENCY INVOLVEMENTINVOLVEMENT
1) CONNECTING BRAND ESSENCE WITH CONSUMER NEEDS
BRAND
BRAND PURPOSE
(R’AISON D’ETRE)
BRAND ESSENCE
BRAND VALUES
VALUE PROPOSITION STATEMENT
WHATWHAT TOTO SAYSAY ININ
COMMUNICATINGCOMMUNICATING THETHE
VALUEVALUE PROPOSITIONPROPOSITION
CONSUMER INSIGHTS
(END – VALUE ASPIRATIONS)
NEEDS
REFERENCE CONSUMER
CONSUMER
KEYKEY OUTPUTSOUTPUTS OFOF AGENCYAGENCY INVOLVEMENTINVOLVEMENT 2) FRAMEWORKFRAMEWORK FORFOR COMMUNICATIONCOMMUNICATION
KEYKEY OUTPUTSOUTPUTS OFOF AGENCYAGENCY INVOLVEMENTINVOLVEMENT
2) FRAMEWORKFRAMEWORK FORFOR COMMUNICATIONCOMMUNICATION DEVELOPMENTDEVELOPMENT
BRAND PROMISE
BRAND
BRAND
SUBSTANTIATORS
COMMUNICATION
(customer connection)
•• ProductsProducts && ServicesServices
gg
•• PackagingPackaging // PackPack FormatsFormats
•• PresencePresence
•• AffinitAffinityy BuildersBuilders
•• LifestyleLifestyle ShapersShapers
•• LoyaltyLoyalty ReinforcersReinforcers
•• PricinPricin
// PricePrice LevelsLevels
•• WhatWhat toto saysay inin
CommunicatinCommunicatingg thethe ValueValue
PropositionProposition
•• RelevantRelevant ContextsContexts
•• HowHow toto SaySay ItIt (…(… toto induceinduce
desireddesired customercustomer responseresponse
-- endend valuevalue aspiration)aspiration)
DEVELOPINGDEVELOPING THETHE MARKETINGMARKETING PLANPLAN PurposePurpose ofof thethe PlanPlan –– ToTo
DEVELOPINGDEVELOPING THETHE MARKETINGMARKETING PLANPLAN
PurposePurpose ofof thethe PlanPlan
–– ToTo establishestablish whatwhat needsneeds toto happenhappen inin thethe processprocess ofof satisfyingsatisfying thethe
BusinessBusiness ObjectivesObjectives fromfrom aa MarketingMarketing Perspective.Perspective.
TypicalTypical BusinessBusiness ObjectivesObjectives
A typical Marketing Plan must:
–– VolumesVolumes
–– RevenueRevenue
MarketMarket ShareShare
BrandBrand PreferencePreference
EBITDAEBITDA MarMar inin
–– EBITDAEBITDA
–– PATPAT
i. Address each one of these issues;
––
ii. Present the manner in which related
targets can be realised;
i. Outline risks / threats to the plan;
––
––
ii. Establish contingency plans to
manage the risks, should they
become a reality.
The Winning Formula
• Insightful market knowledge (including opportunities for winning Revenue streams)
• Professional Value Proposition development.
• Excellent Customer connection via focused communication of the targeted Value Proposition
• Constant Collaboration with the Agency at every stage of the Process.
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION …… RememberRemember thatthat anan appropriateappropriate
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION
…… RememberRemember thatthat anan appropriateappropriate ValueValue PropositionProposition mustmust revolverevolve aroundaround thethe
significancesignificance andand relevancerelevance ofof eacheach ofof thethe elementselements ofof thethe MarketingMarketing Mix.Mix.
ProductsProducts && ServicesServices
––
––
WhatWhat ‘Products‘Products && ServicesServices’’ areare neededneeded // necessarynecessary toto addressaddress CustomerCustomer needsneeds fromfrom aa
functionalfunctional –– andand emotionalemotional –– benefitbenefit perspective.perspective.
HowHow cancan thethe ‘Products‘Products && Services’Services’ bebe delivdeliveredered inin waysways thatthat cancan induceinduce ‘Innovation‘Innovation ––
Leader’Leader’ associationsassociations withwith thethe brand.brand.
Product & Services
Benefits Offered
End-Value Associations
• Target Customer needs
- What does it do for me?
- What can it say about me?
• Product Design
- How does it make me feel?
- How credible can this be?
• Usage Manner & Time
- What advantages vs
Competition?
- What heritage can it leverage
to support this?
- How consistently can the brand
make this happen?
State of
Widespread
Trial
Adoption
Affinity /
Loyalty /
Innocence
Customer
Preference
Brand
Interest
Ambassador
Mandatories
En d Value
As pirations
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION PricePrice ((RevenueRevenue // MarginMargin objectives)objectives)
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION
PricePrice ((RevenueRevenue // MarginMargin objectives)objectives)
- Economic profile of
Target Customers
- Optimal Price Levels
(to guarantee affordability)
Elasticity Profile
- Volume, Value and Margin
Implications
Cost Management /
Efficiency Imperatives
- Long term sustainability
(+ Brand Image association
vs. aspirations)
… ultimately, what value perception at proposed price amongst target audience
vs:
- Assessment of end – value associations with Product & Service;
- Competitive offerings.
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION PackagingPackaging // PackPack FormatFormat // PackPack
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION
PackagingPackaging // PackPack FormatFormat // PackPack DesignsDesigns
ConsistencyConsistency withwith
establishedestablished UsageUsage
context,context, MannerManner andand TimeTime
PresentationPresentation andand BrandBrand
IdentityIdentity projectionsprojections
(including(including BrandingBranding &&
relevancerelevance // usefulnessusefulness ofof
onon--packpack informationinformation
ContentContent volumevolume vsvs
priceprice -- levelslevels
Value Perceptions
vs Competition
attractiveness profile
trial inducement potential
personal - image promotion potential
sustainability potential
ReviewReview
MARKETINGMARKETING PLANPLAN FRAMEWORKFRAMEWORK –– THETHE ‘STAR’‘STAR’ APPROACHAPPROACH --
MARKETINGMARKETING PLANPLAN FRAMEWORKFRAMEWORK
–– THETHE ‘STAR’‘STAR’ APPROACHAPPROACH
--
SSituationituation AnalysisAnalysis (Key(Key MarketMarket Developments);Developments); OpportunitiesOpportunities && Threats;Threats;
StrenStrenggthsths && Weaknesses;Weaknesses; KeKeyy IssuesIssues toto address;address; CriticalCritical SuccessSuccess Factors.Factors.
--
TTasksasks thatthat needneed toto bebe performedperformed (Key(Key StrategicStrategic Objectives;Objectives; KeyKey ImperativesImperatives
forfor Action).Action).
--
AActionction NeededNeeded toto AddressAddress TasksTasks (Marketing(Marketing –– MixMix –– LedLed ActionsActions thatthat areare onon
Strategy)Strategy) ++ Implementation.Implementation.
--
RResultsesults && ReviewReview (Performance(Performance Evaluation;Evaluation; StrategicStrategic Review;Review; ChangeChange
Program).Program).
…… bestbest ifif allall stepssteps areare managedmanaged alongalong withwith thethe AgencyAgency
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION PP romoromo onsons –– titi MiMi xx ……
THETHE MARKETINGMARKETING MIXMIX CONNECTIONCONNECTION
PP
romoromo onsons ––
titi
MiMi
xx
…… communicationcommunication ofof thethe ValueValue PropositionProposition toto targettarget customerscustomers inin waysways thatthat willwill
ExciteExcite // InduceInduce TrialTrial
EngageEngage thethe customercustomer inin relevantrelevant usageusage // customercustomer connectionconnection occasionsoccasions
(Adoption(Adoption // Affinity)Affinity)
EndearEndear thethe brandbrand toto thethe customercustomer inin aallll circumstancescircumstances wherewhere BrandBrand offeringoffering isis
relevantrelevant (Loyalty(Loyalty // Preference)Preference)
Vehicles – Wheel of Total Communication
Role, Relevance,
Priority, Strategy & Plans +
Budget Allocation
,
Priority, Strategy &
Plans + Budget
Allocation
Role Relevance
,
EventsEvents
TVTV
SponsorshipsSponsorships
RadioRadio
Brand
Brand
MerchandisingMerchandising // StreetStreet
LevelLevel visibilityvisibility
OfferingOffering
PressPress
SalesSales
PromotionPromotion
OutdoorOutdoor
Communication Policy & Strategy
DevelopingDeveloping thethe AdvertisingAdvertising BriefBrief PPurposeurpose ooff AdAdververtitissiingng …… ToTo
DevelopingDeveloping thethe AdvertisingAdvertising BriefBrief
PPurposeurpose ooff AdAdververtitissiingng
…… ToTo bringbring thethe BrandBrand ValueValue propositionproposition toto thethe unavoidableunavoidable
attentionattention ofof targettarget customerscustomers throughthrough aa suitablesuitable andand mostmost
approprappropriiaattee comcombibinanatitionon ooff kkeyey componencomponenttss iinn ththee wwhheeeell ooff ttoottaall
communication.communication.
TheThe AdvertisinAdvertisingg BriefBrief
KeyKey Points:Points:
i.i.
ii.ii.
iii.iii.
TheThe documentdocument shouldshould bebe BRIEF;BRIEF;
ItIt shouldshould bebe delivereddelivered inin CONSUMERCONSUMER llanguage;anguage; avoidavoid thethe useuse ofof technicaltechnical
wordswords oror anythinganything thatthat thethe AgencyAgency teamteam willwill strugglestruggle toto understandunderstand //
appreciate;appreciate;
KeyKey Contents:Contents:
ReasonReason forfor thethe BriefBrief (simple(simple sentence)sentence)
andand shouldshould indicateindicate thethe contextcontext underunder whichwhich thethe propositionproposition needsneeds toto bebe
communicatedcommunicated ++ aa recaprecap ofof thethe proposition.proposition.
KeyKey CommunicationCommunication ObjectivesObjectives (quantified(quantified andand measurable)measurable)
TargetTarget CustomersCustomers (+contexts(+contexts underunder whichwhich thethe entireentire communicationcommunication willwill bebe relevantrelevant
toto thethe customer)customer)
KeyKey CampaignCampaign MessageMessage (what(what dodo youyou wantwant toto telltell thethe targettarget customer?)customer?)
DesiredDesired CustomerCustomer ResponseResponse (what(what shouldshould thethe TargetTarget CustomerCustomer saysay inin responseresponse
andand why?)why?)
DevelopingDeveloping thethe AdvertisingAdvertising BriefBrief CreativeCreative MandatoriesMandatories –– thisthis
DevelopingDeveloping thethe AdvertisingAdvertising BriefBrief
CreativeCreative MandatoriesMandatories –– thisthis shouldshould bebe inspirational.inspirational.
RelevantRelevant MediaMedia ++ RationaleRationale
BudgetBudget (Production(Production ++ CampaignCampaign ExposureExposure costs)costs)
TimelinesTimelines
TheThe briefbrief shouldshould bebe discusseddiscussed atat aa meetingmeeting wherewhere AgencyAgency shouldshould
freelyfreely expressexpress viewsviews thatthat cancan enrichenrich thethe documentdocument (( …… includingincluding
questionsquestions thatthat cancan helphelp thethe ClientClient seesee otherother perspectives,perspectives, ifif
necessary).necessary).
iv.iv.
AgencyAgency ResponseResponse must:must:
ReflectReflect theirtheir understandingunderstanding ofof thethe task;task;
DemandDemand ClientClient agreementagreement withwith thisthis perspectiveperspective
v.v.
ProgressionProgression toto CreativeCreative proposalsproposals onlyonly whenwhen therethere isis ClientClient //
AgencyAgency agreementagreement onon TASKTASK thatthat AgencyAgency mustmust perform.perform.
CLIENTS’CLIENTS’ EXPECTATIONSEXPECTATIONS FROMFROM ADVERTISINGADVERTISING Brand Equity Enhancement !!!! Brand
CLIENTS’CLIENTS’ EXPECTATIONSEXPECTATIONS FROMFROM ADVERTISINGADVERTISING
Brand Equity Enhancement !!!!
Brand
Product &
Service
Heritage
Personality
Symbols
Offering
• Awareness of the inherent
benefits & appreciation of
it’s strength as a key
substantiator of the
Brand Value proposition
• Awareness and
appreciation.
• Distinct and Distinctive.
• Identification signs & colours
that must be distinct.
• Must support Customer
• Should come across as
a ‘Reason Why’
proposition & Brand
promise is credible.
end – value aspirations.
• Must project admirable
Identity.
• Should fly off the shelf
(trial and adoption).
• Should induce instant
recognition of the brand
and its association with its
values even when brand
name is absent.
• Iconic associations
• Must underpin the basis
of product association
with its iconic credentials.
• Must endear the brand to
the Customer for this
reason.
…… customercustomer appealappeal thatthat isis unendingunending !!!!!!
CONCLUSIONCONCLUSION 1)1) ‘Client‘Client Companies’Companies’ mustmust demonstratedemonstrate excellentexcellent
CONCLUSIONCONCLUSION
1)1)
‘Client‘Client Companies’Companies’ mustmust demonstratedemonstrate excellentexcellent understandingunderstanding ofof itsits
MarketMarket (Consumers,(Consumers, ProductsProducts && Services,Services, CompetitionCompetition && Regulation).Regulation).
2)2)
‘‘AAgencygency’’ musmustt ddemonsemonsttrarattee equaequall lleveevell ooff kknownowlleeddge.ge.
3)3)
BothBoth partiesparties mustmust shareshare knowledgeknowledge onon aa regularregular basisbasis toto makemake thisthis
hahappppen.en.
4)4)
TheThe bestbest willwill comecome fromfrom thethe AgencyAgency whenwhen treatedtreated asas aa StrategicStrategic partner.partner.
5)5)
ClientClient shouldshould PAYPAY AgencyAgency WELLWELL andand ONON TIMETIME;; WorldWorld classclass
professionalprofessional serviceservice renditionrendition ISIS NOTNOT CHEAP.CHEAP. ItIt requiresrequires massivemassive
INVESTMENTINVESTMENT ININ SYSTEMSSYSTEMS andand RARERARE SKILLSKILL SETS.SETS.
6)6)
AgencyAgency mustmust givegive ofof theirtheir bestbest andand demonstratedemonstrate clearclear EVIDENCEEVIDENCE ofof useuse
ofof FEESFEES inin SystemsSystems andand SkillsSkills –– setssets development.development.
7)7)
ClientClient // AgencyAgency relationshiprelationship thatthat isis underpinnedunderpinned byby mutualmutual respectrespect cancan
bebe mostmost rewarding.rewarding.
THANKTHANK YOUYOU
THANKTHANK YOUYOU