The Perfect Marketing Plan in a Tweet?

Is it possible to derive the perfect marketing plan in a tweet?

I think Professor Byron Sharp came as close as you could get in this Tweet from a few years back:

 
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For anyone familiar with the evidence-based, mental availability model you’ll understand that this covers off the key elements we should be focussing on. 

It’s also applicable to a very high proportion of businesses and categories. 

Let’s break it down though, in a little more detail.

 

Great creative. 

We need great creative because we’re in the memory-business. However, creating advertising that improves the memorability of a brand is not a simple step-by-step process. Yes, you need to consistently use the brand’s distinctive assets, but you also need to ensure that they firstly get noticed and secondly are unique enough for the brand to be able to own. More often than not this requires great creative. 

With this in mind the worst thing any brand could do is to try and fit in with all of the other ads out there. Unfortunately many brands play the middle of the road, safe route. The one saving grace in this type of landscape is that it gives brands that choose to do otherwise, an unfair advantage.

 

Hit essential memory structures. 

Sharp explains that memory structures are, “the memory links that, if they aren’t in people’s heads, you have [a] tiny chance of being mentally available at times when people might buy.”

This requires that we link the brand to relevant category entry points using the distinctive brand assets. Your category entry points are the most common things that your potential customers will be thinking about prior to making a purchase decision. 

You can also potentially look for CEPs that might be easier for your brand to own over competitors. But as the brand grows you’ll eventually need to try and own some of the bigger ones to increase your share of the market. 

 

Spread out for max reach. 

As you may have read in last month’s feature article, targeting for most categories usually covers a diverse range of people. Even if it’s a product for only men or women.

Because brand growth comes largely from targeting light buyers, you need to try and reach as many people as possible. It’s possible to do this in both digital and traditional media channels.

Many marketers make the mistake of using narrow targeting by looking for channels where relevant buyers may appear to huddle. For the most part though these are usually heavy buyers who were already going to make a purchase, regardless of the exposure they receive.

However, if you’re a new brand it makes complete sense to target heavy buyers at first. Just keep in mind that at some point, if you want to continue growing, you’ll need to branch out to reach light buyers. 

 

Avoid temptation to burst. 

The big media buy always looks good on paper. You’re reaching a tonne of potential customers and you’re in their face repeatedly thanks to a high frequency. The truth is that, “bursts waste money”.

When the same people get exposed to your advertising repeatedly it essentially creates a lot of wastage. After even a single exposure the effectiveness starts to decrease. 

For some brands, it’s possible that there will be some key periods where a larger spend is required. For the most part however, you’re best to spread your media buy evenly across 12 months to ensure you’re consistently reaching all potential buyers. 

 

Each quarter spend more. 

As the brand grows, continue to reinvest part of this back into your marketing activity. 

Why? Well, historically share of voice has driven share of market. The bigger brands invest more into marketing. We’re in the memory business and these memories don’t last forever. 

Great creative is great because it creates memories for your brand that last a little longer. But otherwise, it’s very rare for a brand that spends less to create any major changes in their share of the market.

The New, New Car Feeling

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Our latest work is for a new client, car buying specialist, Georgie. 

With a new car purchase being the second largest investment most people will ever make, it’s no surprise that what should be an enjoyable experience often ends up being stressful and time consuming.

Georgie offers a personalised car buying experience that saves you time, money and the hassle of having to visit dealerships. And with their average customer saving thousands of dollars it brings a whole new meaning to the phrase; that new car feeling. 

The video brings this idea to life, highlighting the benefits of having a personal car buyer and showing just how easy it is, ultimately allowing people to enjoy the best parts of buying a new car.

The video will be shown online including their new website.

The Library: Where Did It All Go Wrong?

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This week Matt reviews Eaon Pritchard’s new book, Where Did It All Go Wrong? Adventures At The Dunning-Kruger Peak Of Advertising.

In Eaon Pritchard’s new book on the state of advertising, he’s not afraid to pull any punches when he proclaims that:  

“We’ve now ‘successfully’ produced a generation of advertising professionals who have never even known what advertising is for and how it works.”

As Pritchard notes, it’s an industry where most people who work in it, “seem to hate their jobs and hate the idea that they are selling brands, products and services rather than the more noble aim of solving society’s problems.”

A quick look at some of the finalists at Cannes Lions this year and it’s hard to disagree. 

In some ways Where Did It All Go Wrong? is all over the place. That’s less of a reflection on Pritchard’s writing and more an accurate depiction of the advertising world today; an industry that loves to jump onto the latest trends and technology aka ‘game-changing revolutions’. 

This obsession with the new creates a honeymoon-period where a different lens is applied. And, whilst the industry is often incredibly fast at adopting change, it can be incredibly slow at reacting as the evidence of their ineffectiveness is revealed. Adtech and influencers being two current examples. 

Whilst it would be understandable if Pritchard spent the entire book tearing apart the industry he instead covers a broad range of areas to build a better understanding of how advertising really works. The book is full of fascinating insights such as the idea that, to be more effective, brand objectives should be closely aligned to evolutionary biology:

“In 1973 the Russian biologist Theodosius Dobzhansky famously wrote ‘Nothing in Biology Makes Sense Except in the Light of Evolution’. It could also be noted that nothing in brand behaviour makes sense except in the light of evolution. Brands’ like organisms, have two principle concerns. Survival and reproduction. Survival should be a self-evident notion, just staying in business. For reproduction we could think about the number of category entry points in which the brand is salient and perhaps breadth of distribution as measures of fitness.”

When it comes to the evolution of the advertising industry Pritchard provides another pragmatic solution:

“What if the change the industry really needs is to refocus itself towards producing the kind of brilliant, insightful, creative advertising that will get noticed and remembered by consumers. We’ve more ability to screen out crap than ever before, so should the solution be better ways to do advertising not worse?”

After finishing the book I attended Pritchard’s talk at the Mumbrella360 conference last week.

Reflecting on the industry he said, “The problem with advertising is we’ve forgotten why we’re here.’ 

Afterwards, as I walked through the foyer and past the room named ‘Data Stage’ I nodded my head and thought to myself, “Yep, he sure got that right.”

Fact or Fiction? - April Edition

Each month we’ll be keeping you up to date with some of the hot topics and talking points within the marketing and advertising industries.

This month we’re looking at the faults with the Net Promoter Score, the importance of brands to businesses and the effects of technology removing many of the human elements required for great advertising.

Mum’s the Word with This New Brand

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With Australia ranking in the lower third of OECD countries for employment rates of prime aged women (25-54), it's never been more important to value this resource pool and help mothers return to work.

ScienceFiction has just helped to launch SheThrives, an organisation dedicated to the wellbeing of working mothers. They provide programs for women looking to return to work after a career break, such as maternity leave, or those considering a mid-career transition.

We looked after development of the brand and website, with a focus on creating something that would inspire and motivate women to take that next step. The result is a distinctive brand that represents their unique and empowering offering. 

You can view the website here.

The Reading List

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Jenni Romaniuk has been promoting her new book ‘Building Distinctive Brand Assets’ and recently appeared on @TheWriter's podcast along with Rachel Eyre, Head of Marketing at Sainsbury’s.

If you’re not already familiar with Romaniuk’s work, she is a research professor at the Ehrenberg-Bass institute and co-authored How Brands Grow Part 2 with Byron Sharp. 

The book will cover a wide range of strategies, tactics and insights including how language can be distinctive and unusual words can work better in your tagline.

Romanuik elaborates, “an unusual word…a rare word, helps a tagline be a more distinctive asset. It helps the uniqueness of a tagline because they’re unusual. They get processed more distinctly in our brain and are more easily attached to something. When you have a word (like Allstate’s Mayhem) which is an unusual word it’s much easier for someone to associate specifically with a brand in their brain, rather than generically with the category.”

The book also defines the 4 commandments of brand identity which Romaniuk says include:

  • Choose well
  • Prioritise
  • Execution Matters (a lot) 
  • Resist Change

On the last commandment, Romaniuk and Eyre both agreed that marketers often avoid one of the most important things for strengthening a brand; consistency.

Eyre noted that, “as marketers we change jobs very frequently and it can be very tempting to come in somewhere new and want to shake things up.”

Romaniuk concludes that one of the key benefits of a distinctive asset is getting the most out of things such as your advertising.

“Distinctive assets help you get the most out of all of the other media things you do because consumers work less hard at identifying the brand. It becomes that automatic trigger that makes that the branding process easier.” 

The book is due out in July and you can listen to the full interview below.

Coupling Up with a New Client

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We recently helped to launch Couplet, a new online program that provides couples with creative and practical tools to help strengthen their relationship. 

Based on 25-years of working with couples in a therapeutic setting, Couplet has been carefully developed to help couples to become reintroduced to one another. It leverages the popularity of the fast-growing self-development category, but shifts it towards a new ‘relationship-development’ segment.

Our approach to the branding and messaging strategy was to create a distinctive brand that would inspire couples to nurture their relationships and feel empowered by the experience. 

The program also required a digital presence that is intuitive and easily accessed, so that participants can work it in around their busy lives. 

The launch will be supported by marketing activity over the coming months.

Even More Awesome Stuff (You Never Knew)

What do zombies, velociraptors and Right2Drive all have in common?  They each have an astonishing but true fact including what Right2Drive provides not at-fault drivers with, after an accident. 

Our latest spot for Right2Drive in the Awesome Stuff You Never Knew campaign, was created with animation studio MotionLab and is now playing on Facebook. You can view it below or on their Facebook page.