Matt VanDyke
description
Transcript of Matt VanDyke
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Matt VanDykeThoughts?
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Homework
Which specific strategic approach is best for Grandma’s
Molasses?
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“There is nothing worse than a sharp image of a fuzzy concept”--Ansel Adams
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ComponentsEvery agency has different components,
but they are all really the same.
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Component oneThe Objective
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“A problem well stated is a problem half
solved”
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A Problem Poorly Stated:
“I am Blind”
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May have a number of parts
Key Fact Advertising Problem Advertising Objective Competition (related to problem)
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Tells you what you need to do
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More sales is too vacuous
Increase share? Increase revenue per sale? Attract a new audience? Increase Loyalty? Change the brand’s image? Make it stand for something new?
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Make it Big, bold, ambitious But also concrete and measurable “Increase usage of Cheerios among adult men
by 35% in 12 months”
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Make it SMART
Specific Measurable Attainable Relevant Time-bound
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Objective Change IBM’s image with professionals from a
computer company to a big-problems-solution, consulting company within two years.
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Components 2,3,4WhoWhatWhy
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May also have more parts
Target consumer Competition (related to consumer mindset) Proposition (SMP) or benefit Support
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Focus your approach
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The BridgeA great insight
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What does your bridge look like?
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Case StudyThe Right Hand Ring
Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.
Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.
Advertising Objective—Present new reasons to buy a diamond ring.
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Target
Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).
Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!
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Proposition and Support
Proposition—The right hand ring because you have earned it.
Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21st century version of women’s liberation (er, for rich women)
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Celebrate You!
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I love me!
“Raise your right hand”
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Homework
Write a creative brief for Groupon Objective? Who? What? Why?
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Upcoming Quiz 2/17
10 questions (22 answers) Short answer (50%) MC TF 85% class/15% book (62 pages+36 pages
Newman)
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Big Idea of the Day