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"The research you did was the best money we've ever spent."
Director of Communications
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Whether we have three months or three days, we follow these steps, because if the strategy's not right, the advertising won't be.
This process may look familiar—any good agency will use a similar one. What's different, though, is how we approach it. With curiosity, openness, creativity, and genuine passion. (If you're an industry veteran, you may want to skip this section.)
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Problem Objective Investigate Experience Contact Points Marketing Mix Target Media Equity Personality Attributes Benefit Support Create Evaluate |
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Is it a new product? Facing a new competitor? Maybe there isn't a "problem." Then what's the opportunity? Perhaps there are internal issues or multiple constituencies that need to be addressed. The more specifically we define the problem, the quicker and more accurate the solution.
DETERMINE THE MARKETING OBJECTIVE
What do we (realistically) want to accomplish? The answer will point us in the right direction and will allow us to measure our success.
INVESTIGATE THE SITUATION
Of course, the best source for information about the brand, its marketing and its business objectives is the client. (That's where partnership and listening come in.) We also scour secondary research sources for more insight about category trends. And if necessary we do primary research.
EXPERIENCE THE BRAND
We get first-hand knowledge by experiencing the product, and its key competitors, just as consumers do.
IDENTIFY ALL POINTS OF CONTACT
Every time the consumer has any experience with a brand, a message is sent. All these messages, together, add up to what the consumer thinks and feels about the brand. So it's important that the messages be consistent and support the overall brand strategy.
While every advertising problem begins as a business problem, not every business problem ends up with an advertising solution. So yes, besides advertising, we look at Product, Price, Distribution and other forms of Promotion. Because the problem may better be addressed by making a change in another part of the marketing mix.
IDENTIFY TARGET
Perhaps it's current users. Or maybe the objective calls for expanding the market. How can we efficiently narrow the target without missing important segments? What segment represents the greatest potential for the achieving the objective?
EVALUATE MEDIA OPTIONS
Once we agree who we're talking to, we must determine the best way to reach them. When will they be in the mindset for what we have to say? We evaluate all vehicles—traditional or non-traditional, glamorous or not. (Recently, for one client this meant a :30 TV spot on the Superbowl. For another, it was a two-color doorhanger.)
UNDERSTAND THE BRAND EQUITY
When speaking to consumers about the brand, it's vital. Because any new information will be combined with what the consumer already thinks and feels about the brand.
UNDERSTAND THE BRAND PERSONALITY
Brands, like people, have personalities—certain qualities that are attached to them as the result of product features or usage, previous advertising, and the reputation of the companies behind them. Knowing this will ensure that new communications fit this personality—or purposely change it.
"You accomplished in two meetings what our previous agency couldn't do in a year."
Vice President, MarketingThis can include descriptors of its taste, appearance, price, reliability and speed, for instance. From our investigation, we'll determine which are most relevant to the consumer. Then we'll compare them to those of our competitors to determine which relevant brand attributes (if any) are unique.
IDENTIFY THE BENEFIT
How does choosing the brand benefit the consumer? What need does it fill? That's what the advertising must convey. The benefit statement serves as a touchstone for evaluating each and every creative execution.
PROVIDE SUPPORT
What are the "reasons why" the consumer should believe? That is, what facts support the benefit's claim?
DEVELOP THE CREATIVE
Just as important as what the ad says is how it says it. And it's more than just luck. Armed with this strategy, we begin to generate ideas. (What few know is there's a technique for this, too.)
EVALUATE THE CREATIVE
The first job of any ad is to get noticed. And it's only "good" if it speaks honestly to consumers in a way that resonates with them. Beyond that, it should be clear. Simple. Focused. Because in today's stress-rich, time-poor world, few consumers have the time or desire to figure out what an ad is trying to say.
"Everything an agency should be
--and more."
Advertising Director