Communications Planning Crash Course | Julian Cole | Skillshare

Communications Planning Crash Course

Julian Cole, Head of Comms Planning at BBDO NY

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10 Lessons (2h 5m)
    • 1. Trailer

      3:23
    • 2. Introduction to a Crash Course in Comms Planning

      5:05
    • 3. What is Comms Planning

      9:57
    • 4. Comms Planning in a Creative Agency

      9:00
    • 5. Client Information

      7:30
    • 6. Consumer Journey Research Tools

      14:00
    • 7. General Thoughts

      7:38
    • 8. Mapping the journey

      22:25
    • 9. KPIs

      22:39
    • 10. Channel Analysis

      23:10

About This Class

In this one week crash course in Communications Planning, we will go over the basic understanding of what is Comms Planning and where did it come from as a discipline. 

I will then go into detail about the steps involved to creating a great Communication Plan and how it fits into an agency. I will give you the best tools to use to create these plans and how to measure success of your Comms Plan. This course will be packed full of real life examples and tools that should be able to start using in your job right away. 

This course would be ideal for anyone who is currently working as a Brand Planner or Digital Strategist and is looking to understand more about Comms Planning and the best practices. 

Check out some of the great presentations from students who did my Digital Strategy course;


Matt Butler - Digital Strategy for Netflix 

Vanessa Vela - Digital Strategy for Netflix 

Patrick Meehan - Digital Strategy for Netflix 

Brandon Oliver - Social Media Strategy for Vastrm

Liane Siebenhaar - Digital Strategy for Playground Sessions 

Becca Taylor - Digital Strategy for Playground Sessions

Transcripts

2. Introduction to a Crash Course in Comms Planning: hi, guys. And welcome Teoh Crash course. A crash course in communications planning. So it's great to have you in the course. And I'm really looking forward, Teoh, how this course is taken and then what you guys were able Teoh create with this, I think it's gonna be really helpful. Toe anyone who's working in the communications industry, it should hopefully give you another side of it. So, um, what you can expect from this course is we're really gonna be focusing on the backbone of communications planning. And that is ah, the the consumer journey and understanding have a thorough understanding off the consumer journey and have that work looks so Ah, what? What you can expect to learn is is, um, how you go about creating a consumer journey in terms of what information you need from the client. Then how you research for creating consumer journey? And then how do you actually, Mac wanna, um, officially. And then I guess the step that happens after there is you then have your creative briefs that roll off that, um so that's kind of the way that this course will we run the other. The other key thing is before you get to you consume a journey. You really need some strong communications. KP ours, and that will be the focus of this course. The consumer journey and consumer KPRC or creating KP are so get ready for a lot of kind of , uh, gotta talk, I guess. And mapping. I just thought, um, I would show you what what we're aiming for. So I know that I put in the example there Tesler That would be creating communications plan for Tesler. I would actually put it to you that I'd love you to do a brand that's close to you, whether that's a client that you're working on, um, at the moment or whether it's a product you really fanatical about and really love. Or even if it's the last product you bought, I'd really just love you to create a consumer Germany for that product because I think that's gonna create a really rich, um, kind of consumer Jeremy and in something to discuss. And I really love that things class be quite interactive. So I'd love the students to come comment on each other's, um, consumer journeys as you're creating them and asked for help from other papal. I'll just show you an example of, um What I see is is as kind of a great consumer journey in one that I hope we can kind of create Some of students can create here, in this course kind of adaptive path is the company that have created this consumer journey . They did one for Euro trail. You were rail, but which is a train in Europe. And so what they did is they looked at the consumer journey from kind of, um researching, planning to shopping to then going all the way through the booking and post booking, and then travel on post to travel. And what you can see here is that kind of broken it out into stages and then looked at, um, what did the activities of people doing these steps? What are people thinking? Feeling and experiencing on what this leads to is just such better communication messaging . When you understand what stage of the journey of the consumer is, you could really be better at kind of saying the right things in the right channel. So I think this if you could now a really good customer journey or experience Mapple consumer. Jenny, I want to be like to call it. I think you're setting yourself up for success with a client. So, uh, this is a great example. I'll put a link in the faith here of what this looks like, but guys get excited. Hopefully you'll be creating something like this for Ah, you're inclined or a brand new love. And we can all kind of learn from each other. So, um, Exxon, I'm looking forward to it. And yeah, I think what we'll have is I'm gonna try to do a Google hangouts where next week I'll just be online. It would be kind of like class time where anyone can come out of pop in and have a chat with me If you've got any questions about anything that was brought up, Um, so that will be for an hour window. I think it's gonna be next Thursday, six, 27 New York time. So that's what we can look forward to. And then I think the wake after is when the submission. So you've got about two weeks to create You consume a journey. Um, So I'm looking forward, Teoh, seeing what you guys can do in our people lack the class. And if you've got any questions, plays a speech on Twitter, I'm pretty once of their or five. 3. What is Comms Planning : - incomes planning. - Welcome to the crush. - Gross incomes finding. - I'm pretty excited to be teaching this course. - Ah, - it's the first time I've taught it. - Thought the digital strategy and on social media strategy courses before. - But this one's special favorite of mine, - because I think it's a really growing area. - And there's actually not much literature on the topic of complaining, - though. - So I thought it was a good opportunity for May to share my learnings So the course will be - broken up into these kind of chapters that will be doing, - you know, - I'll go through the kind of concentration area, - but the main thing is, - is really you should be walking away from this, - having really good understanding of how to create a kind of experience map. - Um, - then kind of creating a new ecosystem overcomes framework. - And then finally, - also having a really good understanding off KP eyes and how they play a role. - So I'll get into my first presentation, - which is, - um, - what is what this comes planning? - Um, - so let me just change over to, - uh, - the screen share of becomes planning deck. - So, - um, - the question I often comes up if it is what is communications planning. - And I guess the way that I view communications planning is is it's taking a consumer - centric approach to planning that brand marketing objectives and communication. - And I think you know, - the main thing here is is that, - um, - you're really looking through the eyes of the consumer and really kind of paying attention - to what they would like to say and how they react to communications. - And I guess I'll go into, - ah, - my next chapter, - which goes up into the difference between I'm communications, - planets and brand planets. - And you see that those two views really differ in terms of, - um, - what party you're representing? - I guess. - So what is a consumer centric approach? - As I was saying before, - it's really seeing everything through the consumers eyes and really having an understanding - off, - Um, - the way it consumer would interact with the media and then also what they're looking for at - kind of different stages. - The interesting thing about consumers are there very, - very complex creatures. - As people you know, - we want to hear different things from the brand of different times. - It's it's similar to, - um, - you know, - ah relationship. - You might have with the girl. - There's sometimes when you want to be kind of intimate. - And then there's other times when you gonna be more public and having different types of - conversations. - And I guess the same is true for brands. - You know, - I think the brands that kind of just have the one message that they try to drill down - people's throats 24 7 You noticed that that that doesn't really work. - You need to really understand where the consumer is in terms of whether it's a purchase - funnel. - You know whether they're closer to buying your product. - You probably want to tell them more kind of functional messaging where when you further - away, - you know, - um, - you probably want to tell them different messages more kind of like, - uh, - emotional on big kind of hooks into the message. - So it's really understanding where the consumer is and what you need to be concentrating on - . - I think the other thing about a consumer centric approach really means that you're really - looking at how all media work together, - so you're really gonna have a great understanding off, - um, - an ecosystem of media and how each piece of media place a specific grow and they can all - kind of play together. - And so they're all giving, - um, - a message, - the right message at the right times. - You also need to know that you we don't kind of control all pieces of the media puzzle or - or the consumer journey. - People are going to get information from a number of different sources, - and that's not always advertising that. - We've got to really have a great understanding of how I'm all those made your environments - play together. - Um, - an example of kind of, - uh, - communications planning and and really understanding that ecosystem and have consumers, - um, - kind of, - ah, - viewer piece of media and then react to it is this campaign that we did last year with Baby - Edge for acts which was all around kind of ever this kind of cultural truth that everyone's - got that one girl that there were two notes to speak to in high school. - And so the idea here is that you shouldn't, - um you should feel nice. - Susan Glenn, - which is in the TV at its Kiefer Sutherland having, - um, - he's he's Susan Glenn. - So what we tried to do is really create a word. - Susan Glenn to be synonymous with the girl that kind of got away. - And I guess when you think about consumers and whether they're, - you know, - users and when they're they're gonna believe something, - the first thing that they do is that kind of go online to search Susan Glenn So to see if - this was a really cool thing. - So what we did is we made sure that, - um we created kind of an online footprint of the kind of cultural impact of Susan Glenn. - So we made sure that when people did search the word Susan Glenn to see what it was all - about, - there'd be a lot of content there. - So we kind of credit the no, - you mean side. - And then there was also kind of in the online slang dictionary, - and then there was kind of tumble ASAT. - So we made sure that we when people kind of went on this journey of kind of understanding - and discovering what this cultural would admit, - that we were really responding to the way the consumer went through a journey. - Um, - the other thing to remember is that it's not really based on what the media buys got up in - terms of the best deal. - So I think there was, - Ah, - long time communications planning has always been, - um, - the forte of, - I guess, - the media agency because they have the best idea of the best breaks taking get and, - um, - the best access to Ah, - I guess, - um, - communication research tools on the consumer. - And I guess the problem happened for a long wall was that media buys would often they would - often get recommendations from the comes planner. - Well, - this is where we're gonna find out. - Consumer, - you know, - on radio is the best time to approach them and get them. - And then the major agency would come back and say, - Well, - we actually just got a really good deal on this magazine or this TV spot, - and everything would kind of be thrown out the windows. - So having these consumers centric approach means it's not about like, - from the brand's point of view of getting the best deal. - It's all about kind of what the consumer wants and how the consumer reacts to the maybe, - yeah, - so he kind of will notice the difference between kind of like a brand centric approach and - the consumer centric approach that I've been talking about so brand centric. - You're really looking at that kind of single minded idea where, - I guess consumer centric. - I really believe in kind of differentiated messaging. - It might come from the same kind of territory idea territory, - but you need to really be a kind of have a good understanding of the different mission - message is that you'll need at different times. - It goes moves from kind of a campaign to kind of looking at the ecosystem of how that idea - lives and lives within a bigger, - broader plan. - And then it's It's really not just paid media but old touchpoints, - even the ones that we can't even control. - So that really kind of the shift that you'll see and I'll go into more data about the - difference between the brand and consume, - um, - comes plan in a minute. - So into things cost. - What I'm gonna be taking you through is really I guess, - three stages. - The 1st 1 will we're actually gonna do last, - which is looking at creating consumer KP eyes. - So Thistle is really a K pop for any comes planner is really having a great understand - handing off the key performance indicators for a brand and how you measure success. - And a lot of times this could be quite difficult and sometimes even overwhelming, - so I'll hope to address those problems. - The second area that I'll be concentrating on is, - ah, - the consumer journey research and this is really around. - Come creating experience maps off, - um, - off the consumer throughout their journey in terms of researching a product or whatever. - The KP I we're trying to hit is looking at, - like the different faces and the opportunities and barriers that exist. - So it's Ah, - certain, - I guess, - approach to research. - Ah, - the third stage is creating those communication frameworks and and how we create those and - and build them up. - Eso be going through all those stages in this presentation. - I've got a lot of examples to come on that hopefully should a bit more color in a bit more - life on have the sole work. - So I'm really looking forward to teaching it on and look forward to seeing you 4. Comms Planning in a Creative Agency : - Hey, - guys, - welcome back for ah, - Chapter two of this crash course in calm spiraling. - This'd extractors just gonna go through communications planning in a creative agency. - And I think this is kind of an important chapter because communications planning actually - started in major agencies. - And I guess it's kind of a new thing to, - um, - being in creative agency. - So I thought it could just be really good butter outline of how communication planning - actually goes down in in baby H. - And it should hopefully also give you a bit of like understanding if the difference between - a communications planner and a brand planner. - So, - um, - yeah, - in a creative agency, - there's kind of two different roles. - There's the role of the, - um, - brand planner. - And then there's the role of the communications planner, - and I think they hold very distinct different jobs and actually work quite nicely together - . - I kind of call them the Beginning yang of the creative campaign. - Any good campaign should have two of these people. - And when the relationship between a brand planner calm spine is really good, - you tend to see really good work come out the other side. - I think that kind of the best analogy or the to say, - kind of. - The biggest difference between the two is differently. - That I feel like a calm splinters, - definitely the left side of the brain. - Where is the brand planner? - Definitely makes up the right side of the brain. - They definitely much more, - uh, - like comes finer is much more interested in kind of the mechanics in the engineering and - mapping of an idea. - Where is the brand plan is more interested in, - I guess, - the messaging of the campaign and the emotional is and the intangible kind of parts of a - campaign where you see kind of the comes planet. - Um, - you know, - I'm a shocking brand planner, - like, - I'm not that great a prayer in planning because I kind of dawdle off once they start - talking about, - like the emotions and the intangible things of the campaign that I can't see and feel. - However, - when a comes to like crunching down the numbers and putting the structures in place, - that's stiffly my forte, - and I think as a general rule that is the forte of communications planner. - So in terms of the ah, - the baby H creative process, - it's an interest thinking because you've got these two planners and we're gonna recently - like in the last 30 years had brand planners, - so I'm adding another planner onto the meats can seem a bit off overkill, - but there's really Ecklie role for both. - So in terms of the way that, - um, - the process goes kind of baby H, - we have the client brief, - um, - to us, - which is then interpreted by the brand plan in which he the Hell Day or she then speaks out - as a creative brief, - which is much more targeted and is kind of the core, - I guess communications inside about what's going to really trigger the consumer to perform - the action that they need from there. - You will then kind of get the big idea from the credits. - If it's like a big brand campaign idea, - Um, - then from there, - what happens is the communications planet goes away and creates, - like Occam's architecture, - which is the framework for the idea. - Then there becomes a number of kind of campaign tactics or techniques briefs on that then - specifically play two different roles, - then the whole thing's kind of wrapped up in the campaign presentation. - So in terms of that relief that first step of the way. - Creative brief. - Um, - the brand plan is Take the late Getting to that creative brief, - I guess in terms of the comes plan that they really did play a supporting role in and offer - any insight that they can around kind the media row or any consumer journey stuff that - might shed light on a kind of big key inside. - Then, - when you get to the other side where you're kind of in their communications architecture, - in campaign tactics, - I'm pod. - The Cubs fan is definitely taking laid here. - But then you really wanna have support from the brand planner to make sure that it's, - um, - staying true to, - um, - I guess the bigger our creative brief and also the big idea. - And I think you can't do one without the other. - And they played kind of really hopeful roles in both both parts. - So I think there's also really nice tension here that you get from ah, - the comes planner and the brand planet working together because it comes plan is definitely - kind of thinking about the idea from the consumers eyes, - and I guess you see the brand planet thinks more about the idea from the brand in terms of - what's the best messaging for the brand. - And so by working kind of together, - you kind of get to a good place because you work out what's good for the consumer. - And then also what's good for the brand you see. - Generally, - if you kind of have one, - they'll be the idea, - especially if it comes fine at the idea will be very good for the for the kids tumor and - may engage a consumer. - But maybe the consumer take away all the brand messaging will be kind of lost. - And so I guess that's the job of the brand planet to keep that in check. - Um, - he's just kind of a little bit more of a deep dive into the communications architecture - process and what happens. - And I guess the first step is really understanding the objectives of the overall campaign - and then breaking that down into specific KP eyes. - Along the way. - The comes strategist Oaplanet will then sit down with the creative director and talk about - the idea, - and I guess the framework of the idea that they're put together and then they'll tweak that - and then from there will come the tactical Braves. - And I guess what I'm gonna go through today's, - um, - how to go through Thedc I of creating the objectives and the KP eyes. - And then we'll go into the comes framework and creating it comes framework and comes - journey, - experience map and then to technical briefings as well. - Um, - I guess the this unit and this presentation, - I think it's gonna be very heavily influenced by may. - You know, - comes planning is such a new discipline, - and there's so many different ways that you can teach it. - And I guess the thing that you will realize here, - uh, - the comes planning that I subscribed to a low that I, - um, - kind of implement is definitely based on the my experiences. - So the comes planning that you'll get today or through this course will be definitely very - strong into the kind of consumers pointed. - If you on what's gonna work best for the consumer. - My backer ends in social media. - I've always kind of studied well, - will consumers like what will get they share. - So you sit love that the other strength of monies, - I guess my analytics, - I kind of really love numbers in KP I. - So you see that that there's a strong kind of lending to the and that's probably from my - teachers strategy backgrounds. - Then in terms of communications architecture, - I've always loved mapping things out, - and I'm definitely a diagrams first and over words person. - So you'll see Ah lot of that. - And then, - you know, - some of the points that are not so strong but maybe strung with other planners comes Fina's - . - He's definitely like paid tools, - qualitative research, - and any of that kind of brand planning stuff is probably not where my forte let lies so you - won't see s o much of that in this presentation. - But then there are the skills that definitely ah, - lot of other comes planners have. - But I thought it would just be a good toe kind of mention that that's where this course - will be going. - So, - um, - I'm looking forward to the next chapter when we actually get into a bit of the mate of the - presentation, - which is looking at correcting that consumer. - Ah, - that consumer journey and the three steps that sit within that thanks for listening 5. Client Information: - Hi, - guys. - Welcome to Chapter three off Crash course incomes. - Planning thesis trip is going to be kind of like the start of three. - The I guess crowding You consume a journey research. - So there's a step that happens before this would. - She was kind of defining the KP eyes with declines, - key performance indicators with decline and working them out. - I'm actually gonna cover it in a later chapter cause it's quite quite heavy. - And maybe it will be easier to start with the consumer journey and mapping the consumer - journey first. - So I thought I'd just go through that, - um so there's a number of key kind of steps to getting to a strong consumer journey. - And I guess these are broken up into 2 May three phases. - The first years, - really, - I guess when you're trying to credit Consumer journey, - which is obviously a journey that the consumer goes on to get to the desired result that - brand wants. - In a lot of cases, - it's probably sales of a product. - Um, - the first step is really together as much data as you possibly can on the consumer and the - journey that they take. - And I guess the first step there in that particle is collecting AM Klein information. - Then the next step is to go off and do your own research into the customer. - And I'll give you a number of different tools that I use and both free and paid in this - section to come up with kind of a consumer, - um, - kind of coming up with Datta around the consumer journey. - The last step is really mapping the journey. - Jenny can visually, - how you gonna put that allowed their, - um And how do you make sense of that consumer journey where the opportunities where the - barriers, - Where should you be concentrating your efforts. - So all I'm sure that, - but then also give you some of the tools that I use and and just some of the chips that - I've got along the way on how to best map a consumer journey. - So hopefully that will be of value to you. - But the first step, - the first stage, - is quite is quite simple. - It's kind of collecting the client information. - And so the thing that you want here is you just pretty much want everything that client s - so don't feel bad to say that the client. - Just give me everything you've got that might be value. - What you're looking for here in space specifically is information That's number one on - their target market. - Any sales data they have and any kind of information they keep that through the consumer is - where their purchasing any information they have on who they can't uses are. - Then you also want to look kind of their past campaigns and and hopefully they've got, - like, - some post analysis campaigns of what's worked and what hasn't. - You know, - Usually every client that kind of has the consumer profile and that will have kind of these - , - uh, - key images of the cake consumer. - And then they'll have kind of some kind of motivations, - a bit, - bit of original, - trying to kind of create a rich profile of who that consumer is. - That actually becomes really helpful when you start going into using some of the paid - research tools which kind of map these different types of table. - Um so the next step with that is also, - once you're at that stage, - you really want to start Teoh. - I kind of understand, - um, - all their own channels that they have and and how they all work together and what they do. - So I always like to do kind of like an audit of all the channels that they're currently - they currently have at their disposal, - where they can get a message out to the consumer. - Or it's a touch point which the consumer interacts with. - And so this could take the form of many different versions. - This is kind of one that we did for a client. - A baby age. - Where was looking at all like this was quite a big client looking all this Pacific - touchpoints. - I'm breaking that up in tow, - owned paid media and media and owned media. - And then, - if you've got all that, - that's a really great starting point, - because when you're actually doing you consume a journey you can work out. - What are those touchpoints that the consumer is actually using and what are not our? - Are there any touch points that we could be using a little bit more that were not? - I'm at the moment, - so it's really helpful. - I've got some examples of some other consumer journeys here is well, - so this is a man was kind of on the wheel. - The last one this one's on, - obviously in axes, - and you can see here that there's to access here. - There's the quick interactions along the X to multiple long term interactions. - And then there's the mess market to the personalized interactions. - And so what they have done is they started to kind of map all these all these touchpoints - that they have along these along this kind of matrix. - I guess you could call. - So that's another way that you could think about measuring. - I'm putting all your all your touchpoints together. - Another one here is just another one, - which is looking at the Touch points, - which is once again kind of looking a little bit more internally thicknesses for, - like, - a telephone company where they've got kind of like Data Warehouse and the internal pieces - there. - But then they've got the external communication touch point. - It's and then, - um, - communications. - And then they're touchpoints. - Ah, - through kind of like there a PR stuff. - So what? - Their consumers are saying what their business uses a saying than what the third party. - So it's important to understand not only the touch points that the consumer has all the - paid media touchpoints, - but it's important to look at all the touch points. - So even things down to, - I guess, - like the boxing in the design or the front of staff on the uniforms, - all those places as this will give you a really rich picture of all the options. - So here, - the two things to recap in this chapter, - um, - you really want to get as much information from the Klima's possible specifically on the - target market and any self starter and past campaign work and then also looking to create - your own consumer touch wants brand touchpoints. - I'm in company touch point where you're trying to map all these, - um, - at because that's gonna be really helpful for light. - When you're trying to crate knowingly, - you comes framework. - But then also for creative to give them some options of areas they might want to create - credit for old media. - Fourth, - all right, - on the next chapter is going to be looking looking more specifically at the paid and free - tools of the quantitative and qualitative tools that you can use to help give a bit more - richness to your to your 6. Consumer Journey Research Tools: - Hey, - guys, - welcome back for Chapter four consumer research tools. - So in the tractor we're going to go through, - I'm gonna give you some of my best tools that I use some of them. - I realize I'm gonna be paid tools that maybe if you're like a freelancer or you're in a - small piece, - since you won't be out of use, - don't worry. - We got some free tools to, - So stick with me on this one, - guys, - there will be some free ones at the and, - um, - the other thing is, - so when we're thinking about this step were really we've got all the information from the - client that we could possibly want. - We're now going to do our own research. - So what we're really trying to do is is kind of create a really nice broad consumer journey - and what that actually looks like. - So, - um, - once again going through those steps, - you know, - we're collecting the client information. - Then we're researching the customer, - which is what we're doing right now and then mapping this journey officially. - So, - in terms of researching the consumer, - there's a number of pied and free tools. - As I was talking about the really helped to give a bit more dip the texture to how you get - Ah, - this consumer journey and how you make it a bit richer than just your own personal opinions - . - And so that's what we really will be looking at. - Here. - I'll go through some of the pay tools first, - Uh, - so just for your understanding what other people are kind of working with And maybe you've - actually got access to the missiles. - So they one of the first for painful schools is called interpret. - And so what interpret is is that they've got a I think it's a quarterly survey where they - go out and they actually ask, - I think it's about 9000 people among about the media usage on behavior. - And so they have really concentrated thesis as a database there really concentrated on new - media measures. - So they're really looking at, - like tablet usage, - iPhone on computers, - webs starts, - whatever they're looking at thes kind of quim issues. - And so that's kind of what, - uh, - what they get, - they get all this data on. - What they can do is with that data. - They're also getting kind of demographic data, - and then they can like what they could do is you can go in there and ask any specific - question you want of a kind of group of people so you can find out. - Um, - for instance, - they've even got what shops you go to so say we go. - I want to look at people who have been to subway in the last month, - who had 24 to 35 years old, - who are female, - who live in. - It's an American tools for Google A who live in California. - And so what this tool does is that it then finds those group of Californians and then what - it does is you can create another group which you measure it against, - or it could measure it against the population of pick people. - So you can have that Centene really targeted group that I just talked about. - And then you could ask, - I want to see their offer. - And you see, - George, - how many of them access are? - Thats how many hours a week they spend gaming, - and so what you can get here is you can start to get, - um, - some really, - really in depth, - interesting results about your consumer mark, - you consumer and thistle eyes Justin Invaluable Tool. - Once you start using an understanding, - where can add value? - They What they do is the number usually comes out as an index. - So 100 being, - um, - the average and near the same is the population, - and so anything that's indexing above that. - So if it's like 130 to 200 it means that it's a group of society and more that group that - you've chosen a more likely to use that technology than the average person. - So it's really helpful, - you know, - as I was saying that the big one here is entertainment like new media consumption, - new media missions. - And so So he got a measure on entertainment consumption for a different market. - So you can just see where things that tracking this isn't actually telling you too much. - Thea Other fatal around here that does that is called Simmons. - Simmons has a little bit more information on, - um what ah, - like general media as well, - and it also has a number of things about cultural and attitudinal information, - and one again, - this is just one of those big databases that goes along and can tell you information. - He's I'm just one that I picked up of kind of smartphone day use and, - uh when when it's most likely for Ah, - that that time I got market, - Um, - so you can just say the percentages and and how they're on that scale. - It's like above ah, - 100 below. - Um, - obviously 100. - And then they mark that with color. - But that's not how the daughter comes out. - I'm just showing you two graphs it they have done, - but yeah, - you can start to get a really nice big future of how they do it. - So when you see other people doing consumer journeys will kind of in dips and conceived the - maps, - they usually using these tools these tools a very, - very expensive unless you're be agency with gonna be client like it, - because it's probably, - um, - you can't use this, - But don't worry, - cause I've gone a lot of my time before now, - doing kind of a lot of comes planning without those tools. - Obviously, - it's better now have them, - but you can definitely do it without them. - So the next tour, - which is definitely a lot less, - is using actually Google and their consumer surveys that they have so Google now allows you - to actually run consumer like small surveys on people who are trying to access kind of, - ah, - video are kind of rich news content. - And what happens is they come out with these kind of ads on the sites where you can ask - just like, - simple questions. - Um, - like I'm out of four. - Which one do you want to choose or ah, - like, - what do you media consumptions? - You can ask people. - Wendy, - check your mobile phone. - When's the first time is there you check it. - And there's all these different ways you can ask these questions and they come up with this - these little boxes that pop up before the content and so you can create a certain today - with a number of questions that could be old specifically around the consumer journey. - And when people what media touchpoints people use and then what it does is it comes back - and gives you kind of really great analysis. - So the great stuff that you see on kind of Google analytics in the NL since you get around - there, - you can get here as well. - Um, - you know, - the general price for the is like 10 cents payer response. - And then when you want to get a bit more targeted in terms of the demographic targeting, - you start to pay a little bit more, - which is like 50 cents pair response. - But it's a it's a It's a great little tool if you've got a little bit of budget. - Teoh, - do any, - uh, - bespoke research with, - um, - the next door, - which is completely phrase another Google tool. - Actually, - all my tools Google that are free ones and this is the customer journey to purchase is a - few just Google that I might also add a link to this. - It actually helps. - This is only for digital, - but it's amazing. - It helps. - I'm tell you, - the different media types, - um, - online digital media, - top ups and where they play a role in the purchase cycles. - So they break it up into kind of two areas here, - which kind of a bit rudimentary but kind of media that helps with assisting people to make - a purchase decision and then what they call last interaction for purchase decisions. - So this is the last thing people click before they go through and buy a product, - and so it gives you this. - I think it's just like a blood poster. - It's it's kind of it's gotto like little map. - The e comply always, - which you should definitely go and play with. - It gives you this starter where you can, - like, - click between. - He can't really see it on those dots, - but it's like shows you what plays in awareness, - consideration in 10 and decision and he see what helps in the interaction. - So here what we've got for health in us, - they're saying that social definitely assisting interaction, - and then you go the other side of it and then direct plays a very close role to path to - purchase. - So they give you great kind of information on different categories and different countries - . - Unfortunately in Australia here, - um, - but I give you if you just look at us, - I'd say that's pretty similar in terms of a market, - but they give you great information here on the different groupings, - and you can see here. - This is the difference between whether the media is more assist or whether the media is - more last interaction. - So you can say they're socially 72% assisting. - It's not the last thing people click on and that's really good. - Like, - this is really good information. - Because for you, - if you if you creating a campaign, - you know you got your win this consideration, - you know, - favorability purchase. - You would put your social or your media in social. - That would If you're kind of education, - you would think social should definitely bay up the front. - And then you said he hears something like direct should bay down the back. - Another great free tool. - If you've ever been on one of my classes in the past, - you'll know about this one. - But the Google consumer barometer, - it gives you large dot A large data set would like this beautiful. - Just, - uh, - display were display the information and analysis tool for that. - So what you can do here is you can't really read that. - But if you got my slide, - you probably can. - It's like audience topics, - countries and products. - And then when you go into kind of topics, - is lots of stuff around researching behavior purchase behaviour. - I'm device. - You see, - Ginny message like that stuff is old gold. - And when you're trying to create like this rich consumer profile, - and you can also kind of go into the audience here have just kind of shown what this kind - of looks like when you bring that three to a graph so you can start like graphing this - stuff out and all this information is really great. - So what you're trying to do here is just like gather well, - this information full later when we start to analyze it and put it in some type of water. - So the last kind of bust area you have done quantitative tools, - which is all the kind of data stuff. - Now there's qualitative tools which can help give a nice, - rich layer over the top and give a lot more context around what people were kind of - thinking when they were doing that. - That and the kind of motivation sets. - And so that's what you really want to be getting out of your qualitative, - not what people are doing but what people are thinking and feeling, - I guess, - and so one way to do this is obviously through ethnography, - which is all about kind of putting yourself from the point of view of the subjects are - really getting deep into that culture. - So we do this a lot in, - you know, - Ah, - with you on PlayStation. - It's about kind of getting into the game and mentality and understanding that. - So it's like going to game stop going to these gaming conferences and really getting - immersed in the culture and understanding what people do there and the different steps. - There's some great ethnography. - Ease by Khazen. - It's is to go. - I kind of really started pioneering. - Ah, - pioneering academically ethnography. - Ease in, - um, - in marketing. - Hey, - did a great one on highly Davidson and Harley Davidson riders, - where he became a Baki and part of a body gang and then mapped it'll. - The other thing that you can do here is obviously the consumer Dari. - So getting you target market and understanding what purchase behaviour want to look at on - the purchase funnel you want to look at and whether that's like a daily weekly monthly - cycle and getting them to kind of shed light on what they do there. - So he didn't say just like a basic Dari if the kind of behavior that people took So this - can really give you a lot of information, - you can also dio interviews with people, - so maybe get them to do a diary first, - um, - and then interview them about, - like, - why they decided to do that in the motivations behind everything that they did. - So hopefully in this chapter, - you've got a number of kind of, - ah understanding of the different research tools which can help to build this mound of data - that you gonna analyze in a minute. - Ah, - in the next chapter. - But hopefully that gives you kind of a richness off along the steps that are involved there - that you need to go through. - So, - um, - we've also gone through a number of kind of the free Google tools and then also qualitative - research What you can do there, - the next chapter will be on how we take all this information and map it and make something - which can lead to, - I guess your creative tactical briefs. - Okay, - thanks. 7. General Thoughts: - Hi, - guys. - Welcome back. - Sorry. - Just before we get into kind of mapping, - um, - the I guess the consumer journey. - But the one thing that I'm going to kind of cover here is it's just like general thoughts - that I have toured boards the consumer journey that might actually help you in terms of - like how you met that out. - So, - you know, - we're once again in this researching customer phase, - and this is something that I've noticed Ah, - lot during my work and that, - and I think it's probably gonna help you as well. - And anyone who's been part of my, - uh, - the glass cools last courses. - Well, - I think the social maybe cause I don't know if I didn't in my last digital strategy course - , - but I talk a lot about the FC Bay grid for crime building grade on This is an absolute - ripper, - which talks about the level of involvement being high or low involvement in a product and - then whether it's a think thinking product or a feeling product, - which is kind of the rational to rule emotional purchases. - So every product should fit somewhere within discrete, - the other kind of big thinking or like thought, - Um, - that's kind of evolving around at the moment. - Is this idea of think field or feel think dough And that Is that that that the feel think - do funnel, - um should replace. - I guess the awareness consideration of Purchase Funnel because Thea idea here is is the - Well, - firstly, - in terms of like purchase, - everything's not a purchase. - Sometimes we just require some to create an action, - and that action could be in their brains. - Or it could be in real in real life, - potential election. - And so that kind of makes for a better consumer journey. - The other point is, - also, - is that, - uh, - the idea that you've really gotta who people are firstly, - um, - through emotional hooks and then the the then you can get them by rationally thinking for - most products. - However, - when you put these two thes two ideas together, - I think it comes out with a really interesting thought about the consumer journey. - Um, - and I think that's best thought off, - um, - through Agra, - this graph. - So in terms of the involvement level of being high or low, - I think that's a really great little great insight that because it actually helps you - understand how long your consumer journey actually is. - So anything that's kind of high involvement, - the consumer journey is going to be way longer. - So, - for instance, - you know when you're booking, - travel a trip. - That's definitely high involvement, - and it's definitely gonna be a longer consumer journey. - Same with buying car. - There's more steps involved. - So the richer, - considered majorities you actually find have to be up in those top two quadrants not saying - that you can't do consumer journeys down the bottom in those bottom two. - But if you're talking about where you're getting people to think about the product and and - there in that mind frame, - you know, - not having to, - like, - cut through as much. - Those talk to conference much easier. - So in terms of that, - top that top quadrant of high involvement and a thinking product. - What you really need to do is hear what you really trying to do is is really quite - messaging, - that I'm appealing to people's rational side, - they thinking inside, - and then also, - um, - you're trying to create an action of doing. - I think we do this with Ally quite well. - When they were a client and a baby H but we also tried to create, - like, - an emotional connection in there. - But what you really gotta win people over in this section is in rational kind of messaging - . - So that's why you always kind of see like the bank. - So the telecommunications companies go out with so many kind of rational, - kind of quite dry, - emotionally dry messaging because that's what works in this category. - You go down the opposite end of that and you've got acts which is really about ah, - a feeling like really trying to convey a emotional connection. - And it'll about trying to get the girl and being I'm giving you the axe effect, - which is allowing you to have the confidence to go up and speak to any girl or have girls - falling over you and the The idea here is is it, - um that, - you know, - we're creating an emotion of of confidence that, - you know, - at the end of the day use it is a deodorant is selling, - but you need to create this kind of emotional layer over the top, - however, - saying that the consumer journey for this product product is definitely much smaller. - Uh, - what we're trying to do is Craig kind of an emotional connection, - but there's not much time where people are thinking specifically at, - um acts on them. - Uh, - the next one is, - uh is the doing category, - which is low involvement and low thinking. - And so, - um, - brand teary is we've got down the bottom is from boots. - And so that's kind of a chemist brand. - And the i d here is that, - um, - you know, - when you've got low involvement low think the consumer journeys quite small, - much smaller. - But here it it what? - One of the things that naked did is they are instead of pointing communication at the - consumer, - what they did is they realize that the most influential person in that journey is the sales - staff. - So all the communication efforts was actually pointed towards, - um, - those stop and and really kind of creating a program that because I realized that it wasn't - so much about the emotional connection or all kind of creating a layered long consumer - journey. - But it was more about that last touch point where you're with the sale stuff and they can - tell you something, - so that's that can really help influence. - You consume a journey. - The last one here is that top cauldron of feeling high involvement in a feeling product - like a gold ring. - Um, - you know, - there's a lot of emotion around there, - So a lot of the key drivers here in terms of your messaging have to be around, - kind of like by feeling. - But then you need Teoh back that up with the rational idea of kind of the why this is a - good decision and the thinking side of it as well, - because it's still high involvement. - So it's quite, - um, - kind of intricate the level of detail, - but you definitely need to fiercely hoop them in through the emotion. - So hopefully that should give you an idea. - So once again, - like if you've got a high unfolding product, - you probably gonna have a much more intricate and interesting consumer journey. - If you're on the low involvement product, - you need to think about like point of sale more. - And is that a feeling? - Or is that a thinking prolactin? - What's the on? - How's that affecting your messaging so heavily? - That just gives you a little bit more texture and depth, - So when you're going into whatever product you're choosing, - we can really have a think of the consumer journey in and 8. Mapping the journey : Hi, guys. Said this last, uh, this chapter. Now we're gonna go through Matthew in the journey. Uh, this is gonna be the last stiff in this human journey. Um, experience mapping point that we do. And the data is based on a lot of people who are much better at this than may. In terms of I borrow a lot of thinking from, um, some of the top UX designers, um, in the world at the moment and the experience people who do experience mapping for a living . So you see a number of slides that I kind of reference and then I'll also put their presentations inthe e ah, the notes onslaught. Ask you share a swell so you can have a look at them. They're, um, as we go through them. But this is kind of the most important part because this is what the clients going to see and what you're really gonna be basing on the creative off. It's really trying to distill everything down toe one, I guess graft, um, graphical representation. And similarly to how? I guess the brand planet takes always in for all their information and distills it down to one brief the comfortable in a does the same with the communications consumer journey. So, um, looking at all this race is what you really trying to do here is really tell one straight story. You really want to get across? I guess one k point. Um, with this and I guess the way that you can do that is by bringing am certain angles into it . So, like the topics that you choose to tell your stories for it, So are you really concentrating on, I guess. Like what actions people are taking isn't more looking at, like the emotional journey that people go on or is that, like the con vexed of the different places, environments the papal go through. So here we've got one graph which is looking at kind of like the needs state and like what people's needs through different parts of the consumer journey. And this one's going into a prime, and you can have a little bit more look in detail about like how they look at the different needs as you go on. I'm three, the consumer journey. So, um, I guess the first thing that you really want to be doing when you've got all this data, um, is to really understand, um, what is the consumer journey you trying to tell on? And I guess what are the different phases to this journey? I guess Are you and this all should really stem from what the end goal is from the client. So, for instance, a lot of angles, or like we want to increase sales. But for a number of projects, it might be something a bit more specific. Like you want to change perception off a brand. So, for instance, the work that we did on coltan, um don't go home, which I might add as link also was all around kind of changing perception off the brand coltan, which was a shoe grand. It was seen as you kind of mother's shoes. So what we have to do is really change that reputation. And I wanted to be seen as a young, fashionable brand, and so that was really the end goal for that project. So the consumer journey looked quite different because it was all about changing perception , and and that looked more into like the day to day journey of the consumer on the different touchpoints in different times that you can talk to a consumer. So it's important to understand what that journey is and what you what you really want to do. The the other point is, is that when we're going through this, what, you really want to concentrate on these the actions rather than the channels. So what is the action that people are taking on? What? What is the touch point that people are trying to go through? Because if you concentrate on channels, sometimes you can just get a little bit unstuck, and, um, they'll usually bail a lot of, uh, they can sometimes be a multiple number of channels for touchpoints. So, for instance, the example here that we've got is for linked in and you have got a computer validation. So you've got, ah, ballade it, that this is who you are unlinked in and so they can send you a phone or by email or voice or by text. And so he's saying that thesis, this action that you're acquiring people to do, there's a number of different channels that people can use. So you can't always be looking. Um, you can always just be looking at the channels that people use. So the first step that we're going to do here is get all that data and try to cooperate, some facing around the consumer journey. And for in a lot of cases, this is gonna be very similar to the purchase funnel. So I've got just a couple of ones that I've pulled here from other, um, from other brands, consumer journeys that they've done. And do you see here that it's very much like, very similar in terms of, like, the awareness consideration purchase stage, Your post El on DATs what a lot of these brands have done. They've done kind of like researching planning, then this shopping, which is a consideration, that booking. So you really want to start breaking out into those faces? And the reason that phasing is so important is because then you can get to more specific KP eyes for this specific tactics that you're doing because if you kind of base everything in ah, the k p r. If you base everything on the incapable of sales, then you're gonna get to really crappy work up the front in when people are just when you're trying to make people aware of the products. You don't want to try to be selling them at the same time, because that message is it gonna work. So it's really important that you kind of sit thes phasing of your campaign and then you sit Cape ers specific to the phasing. So campaign where you're trying to grab people's awareness demarte measure the the, uh, I guess the effectiveness of that work on. If it's a banner ad by how many people to click through rate or if it's a TV ad, you might look at online that search or you might. You probably will also do like an exit poll survey. So you just want to make sure that you have these facing in place toe one. Save yourself on K P eyes. But secondly, to really understand the journey and the different parts that exist within their So when you're looking at kind of, I guess now that we've got out overall phasing, it's you gotta ask yourself the question of like what I'm gonna be looking at when I look at these certain touch points that will sit under these facing, and I've kind of grabbed this from one of my favorites experience directives, and he says that the things that you want to be mapping at every step, what people feel going, thinking, doing what's the time and what's the place in context. And I think that's fantastic, Like, I just love that as a way of, like, a checklist of things that you should be kind of crossing off on that those steps Now, the way that you keep all this data, I don't know. I've got, like, a, uh here and another example from a great consumer experience for right, which is an app door. I'm outdoor or ah, what is a cold and that'll store? I don't know. You know what I mean? Outdoor. You buy, you buy things from a camping supply store. Anyway, whatever. I'm getting lost you So anyway. So this has broken down the different touchpoints, actually, the different channels and what is the role of that touch point and then where it seats in terms of that facing So you can do that in Credit Excel spreadsheet and then look a kind of putting on top, the thinking, the feeling and the doing, and so that's a really nice way of kind of presenting it. This is a consumer, but not a consumer journey, but something that's kind of happening, that ways of digital touchpoints. And the thing that I really like about this digital touchpoints touchpoints is that it also looks at the touch points that you don't need. You don't look after you don't control. And so we've got a number of touch ones. It's in the gray here where it's not in control off. Ah, the conceit off the brand. So I always think it's really nice to kind of put not just the brands interaction with the consumer, but also the other key channels that have an effect on so on. So when we're looking through this journey, what what you'll have now is like a pretty good understanding of the different touch points . And you should start be writing stuff, starting to write down the different kind of thinking, feeling and doing at each of these stages. Now this next step, I think, is amazing and it's really important, and it it's a really it's a really good one, Um, and this comes from a, um a a experience designed done for rail you Europe which is done by adapted part through it. Who were the guys who I think a really good experience mapping stuff. And so what they have have said here is you can also map these different phases and look at what? When is the brand most important to the consumers? So what they say here is they work out the opportunities that the brand has depending on. Firstly, looking at how important the consumer thing except stages and then how successful the brand is at fulfilling at that stage of importance. So he you start to get a great picture of, like where the touch points where the consumer thinks that it's really important for the brand. But the brand is not delivering and for their slots, kind of start flashing of okay, might need a tactical brief here, or this is very important. I need to do this so you can really start to get a really nice feature of the different touch points in the effectiveness. Obviously, this requires you to do some, you know, qualitative researcher. I mean, put out a survey, a quant survey, as I did for Rail Europe, but I think it's well worth it in terms of getting the steps he couldn't see. This is another graph. I don't think it's from the same guys adaptive path. But it's showing the different touch points and the effectiveness of those touchpoints at the different channels. And so you can start saying here, what other channels? If you're saying what's effective, certain channels Ah, you can start saying way. You should stop starting to put, um, some creative bracing. So he's another way that we did this of BBH in terms of three importance of the different steps. We measured it on time of day. So this is a 24 hour clock. I don't know if you can read, but we looked at ah, when people are more receptive to have messaging about from a fashion retailer and so but he can see there's different times when people are much more receptive to the fashion rate out message than other times. So that's kind of really effective. Just just start showing the receptiveness. This is obviously not the end consumer journey, but just showing receptivity than message. So what? You should stop starting to be get what you should start to be getting is a picture off the different channels. Ah, the different facing of the campaign. And then you should have started to fill out, I guess on the different touch points that are effective. Um, I got a couple of sites that I use in and that a quite good in terms of if you trying to look for little icons to display a certain, um, tough of media or or place that on your graph, I think icons Air really helpful for this. There's a couple of sites that I really like to do. So because you that you need to stop, um, mapping this all that. So the noun project is a great site which has a number of free, uh, free, different little icons that you can use Another two that are really good hero peaked us. But I think you have to pay for that. And I can't. I cough. Uh, okay. Sorry. So what you should start to be getting now is is that we've started to Really, I guess, go towards getting a Hey, we've got a kind of basis of the kind of consumer journey. Now you kind of want to show how all the touchpoints kind of work together. And this is another great point by adaptive part of us who have created things defining like characteristics of kind of. It's like a, I guess, a translation of the different ways that you can create, like dots in the relationship between different dots. So here you've got the number of different relationships between dots, and they're really looking at the yellow dot and what that that means in terms of the path . And so I'll go through a couple of examples of how what they mean here. So the 1st 1 is kind of a recovery. So here is when sound kind of drops off the path. What way do you have them, Teoh, Get them back on their and said this recovery dot um shows the way that you design that. So he got kind of Netflix and then also product return. So that's a really wet, nice way of visualizing that path through dots. The other one is here is like an exclusive. So where there's no path to continue. So here this was for Haiti. Well, you could for Red Cross, you could die tonight $10 by just topping 909 95 um would donate $10 to them. Then you've got kind of the sequential dots, which is, if you have a part where there's no other way to go except we need to do these three, Um, then that's the kind of route that you do there of just three ducks in a row. And then the required is kind of strong. Twofold line to the dot. And that's shown in this kind of computer validation point that we were going through before for lead in That could be seen as both sequential and required dot um, and enhancement is a way that you can kind of add value onto the experience, and not everyone gets so. This is an example from Warby Parker, which gives you five different glasses that you can go on try on at home. They offer that told their customers, when you they ship it out so it's in the hands, but you don't need to do it, but it's added value, so you can see how all these dots when you're starting to map your ecosystem out and show different relationships to different um, through through this odd dot online strategy. So this going back to kind of that rail Europe example. This is kind of looking at that final journey of how that all seats together. You you see up there, you've got kind of guarding phases in the dark Cray, and then you should we see here the different Yeah, the different in different phases, the different journey that people go on. And so there's a few examples here. So you've got your ongoing nonlinear journey. So he here in that first phase of researching and planning you see and shopping you say that this is all things that kind of, um, go on in a cyclical kind of pattern. There's no like, straight line here of how it'll work. So this is a really nice way of showing that the next one is obviously the linear process so he can show something that's on the linear. I'm prices. So you really should be thinking about how is that journey actually happening? So here it's like when people make fun. Cole's All that book online thesis is the journey that they go on. The last phase is, and they'll nonlinear but time, they said. This is one where people have to do a certain like they have to perform certain actions before it certain time period, but in no specific order. So you've got this kind of squiggly line to represent this. And I think adaptive path have done such a great job, toe like outline all these different relationships that you can have. And so it's just really nice to use this. Here's another example that they've got I'm from Exploratorium Visa to Guard so you can see there that they've got some specific examples, and I'll actually put some links to their work in this because I think it's really good. They've got more high Reprise campaign. Yes, that you can have a look three so that they might be some good experience maps, um, to stop looking at. He's another one of, just like that, going back to that ray example of like store inventory journey map so you can just see the different steps here and on down the bottom, I think is like just a little bit more information on what people are thinking and feeling at those different stages. I'm through the journey, so I just thought that there was some nice examples off like that consumer Jenny old way blown out. And I think the important thing to remember here is there's no one type of consumer journey map like it's up to you. You've got to show your relationship and just explain why you did it in in in this in, uh, why that you did it. But the main thing that we really want to be doing is presenting an ecosystem, um, of communication for the brand and how consuming goes through that journey. But the main thing is, we really want to be getting to a number of potential communication proofs, which will address certain opportunities or problems that you've discovered through this map. And that's and that's and that's really the most important thing to do here is is the tactical breaks that come out the back end of it. You can have this beautiful experience map, but if it doesn't tell, the story doesn't show where the opportunities lie or how this campaign needs to extend over different media than you kind of haven't done the full job. So in terms of this, what way we hope is that that map would come out with a number of technical briefs. So you could say they're potentially that you need to do increase awareness of kind of rail Europe. So, like banner ads, contextual banner ads on certain sites would work really well if you knew that. You know, people went to, um, you know, say they're going on sporting troops and that's a big relationship and said You knew that people would look on there. Ah, their favorite sports website before they went on a rail Europe experience. Then you'd want banner ads on that experience in and kind of really saying how easy it was to book on that accommodation and on how they could get to their the other homegrown Brown , depending on that soccer, you know in that soccer example. So what you trying to look for is is creating tactical briefs for the creatives to work off . And so I guess there's a number of K parts to these tactical Braves when I'm running the brakes. I really want to make sure outline what media on this opportunity is. If I'm very specific and saying what the specific major is like the one channel or is that being a little bit more open on leaving couple of channels. It really depends on that point in the opportunity, the next areas that kind of looking at the purpose. So, like thinking about the KP I and and where this fits in and and what what is the KP I for this creative? And I guess then you also have, ah, point here where you can look into the context off, um, of, ah, the brand. So it's like, What would what are people thinking at this stage? Where where's their head out? What do they want to do? What's what's the context within the overall consumer? Journey on the target market is always very important here. And who is the target consumer would have their needs and wants. And how does that differ in this stage as opposed to other stages? Are there any considerations that they need to take into account? Like, you know, most banner ads for clicks there, you looking to get lots of cleats and then they mission 66 on you click through rate. However, some Bannon's might be our brand awareness, so you just need to be tell the creatives what this specific media needs to do And then the last one is. What's the key action? What's the key consumer take away, or what is the action that you want a consumer to take a swell like What are they doing? What should they feel and what and on and what should I think after seeing your piece of creative? So hopefully that has started to show you how you go about creating your experience. Mapple Consumer journey and what you really should be looking for is you know, those opportunities that lie at the back of that. So that should kind of get you to all the way to kind of key tactical breaks. And I usually right when I've got a brand campaign, or usually right 3 to 10 tactical briefs off, an idea depending on how intricate it is and how much detail on what the creative so have already done. So hopefully that helps you a little bit 9. KPIs: - Hey, - guys, - welcome back to Chapter A off the presentation, - which is on KP eyes and I guess measuring success of a campaign. - And I think I wanted to get through the kind of consumer journey and experience mapping - stuff first before I got into this, - because it's a bit draw and um, - can be a bit off putting if it's the first thing you get into. - However, - in the terms of coming up with a za comes planner coming up with the communication time, - this is actually something that you should be doing on before you actually start experience - mapping. - So the kind of K performance question is really important. - I think KP eyes ah, - key to any campaign. - And as a communication planner, - you should be taking on a lot of this responsibility of making sure that I guess the KP - eyes were right for the kid campaign, - and I guess it's it's all about How do you get, - I guess, - from their marketing objected objectives to measuring specific channel key performance - indicators. - So how do you measure every single, - I guess piece of communication you've got out there and I guess that's the main thing. - You know That's the main thing that you should be doing with any campaign really showing - what trying to at least show where ever every kind of dollar of media investment or - communications are dollar investment, - where that's going and the impact that that's making Andi. - So, - as I was saying before, - this step actually comes before you get into teaching team a journey because what happens - here is if you can create your kind of communication tasks, - which calls out of U. - K P eyes, - then you're in a kind of better face to create UK PR's, - which be more specific to, - I guess, - the the problems that you're trying to solve, - So every piece of work will be working harder. - Um, - so, - uh, - um, - as I was kind of saying, - you know, - usually handed from the climbed a set of kind of marketing objectives they that usually - kind of related in some way to sales. - You know, - you're trying to increase that tells of something or try and change perception of something - . - But in most cases, - as we're dealing with big brands, - you'll be dealing with cells, - and I guess the first thing you that you've got to realize is um, - sales Easter and really broken up through, - You know, - that's the end goal. - But, - uh, - there's never one kind of piece of communication that's going to take a person from all the - way of not even knowing about the product to actually going and buying that product. - So that's why that we kind of have the sales funny funnel or ah, - kind of, - uh, - yes, - sales funnel. - I guess you'd call it where you've probably seen it before. - The marketing funnel of kind of awareness, - consideration favorability, - um, - purchase. - And I guess that's kind of really Kate for any peace in e commerce planet because it helps - to break out on the specific comes tasks against all of those. - And make sure that you really getting someone through the funnel eso. - The first thing to ask is, - I guess, - does your brand that you're working on have a marketing funnel all this sales family or are - there in industry benchmarks? - Because if there's not, - you're probably going to have to go, - um, - about, - um, - creating one. - Um, - so as I was saying, - it's kind of really cake is you wanna make sure that you can measure all the pieces of - communication that you're doing and make sure that you're not just measuring the last, - you know, - in digital, - this is what we pretend to do. - A lot is kind of measure the last click. - So along the attribution for the sale of a product will get attributed to that Last I'm - click that they use. - It does. - So you know, - if you're buying and u t shirt online, - you know, - you you search for the name of that T shirt so you might be searching for, - like, - Gap Gap T shirt. - And so you'll click on a banner ad that might say Get T shirt, - I mean or a search ed and then go through and by and you know, - the attribution of that that sale or go all the way just to that on search. - And we're in actual fact, - what happened is, - you know, - you're probably exposed to a TV ad that showed it. - Then you read it in a catalogue, - considered it, - then you went in store and tried it on. - So there's a number of other factors that kind of come into place, - so we need to make sure that we measure that, - and so I guess the marketing funnel does a really good job of this. - So, - um, - what the marketing funnel is broken up. - He's that kind of awareness, - consideration, - favorability and then purchase. - And so what it usually looks like is it's usually a number. - Sir, - I'm gonna sneeze. - Uh, - sorry. - Um, - so what it looks like is usually can ask a number of questions that will lead to West on is - in the funnel or how many people you've got through. - So he here, - I've kind of given the example of, - say, - you've got a total percentage. - So say, - Let's keep with that, - um, - example of kind of, - um, - you know, - clothing by Abercrombie and Fitch. - So the top of the pyramid is is awareness, - but it's also kind of like unaided. - Brenda Wynn Asano did. - Brand awareness is Windsong. - You are so in Heywood hurts and clothing brands that you what are some clothing brands that - you can think off off the top of your head. - And so if they name Abercrombie and Fitch in there, - then that's one person that's in there so you could get an you tiger market of college - students. - And look how many people are aware have unaided brand awareness off Abercrombie and Fitch. - So that would be 59% say. - Then we realized that brands that people think are kind of, - um, - cutting age and, - uh, - kind of cool, - um, - all kind of fun to key image attributes of paper once. - So if I say if there's a number of factors there and I say that I think Abercrombie and - Fitch is cool and fun out of all these other ones, - which could be like Abercrombie and Fitch is serious, - their silly there. - I'm ridiculous. - Whatever it is, - you could have a number of one's on a scale, - and people have to circle which ones I think they are. - Or they could ask from 1 to 5. - So he say, - a 22% que image attributes. - So that's really looking consideration your in the considerations that you understand what - they stand for. - Then you get into purchase intent, - which is all around. - Would you actually go out on purchases? - And so then that's a question that you could ask and the likelihood of that happening. - And maybe you're looking for people who say they're really likely, - um, - to do that to go out and purchase. - Or maybe it's just a yes night. - So you're here? - I've got kind of 12% and then the people who purchases 3%. - So that will usually be a what your brand Faneuil kind of will look like on here. - I've kind of got a few of the other kind of came measures of kind of aided brand awareness - where they I'm saying number of names and they say, - Are you aware of any of these other products that that's I did awareness on then - favorability? - Do you Do you like this friend and then Brett Cochise urgencies. - I'm really measuring how how likely you are to actually go out and buy, - uh, - easy kind of emergency around that. - So what we have is, - you know, - the best thing to mention these brand track is So there's a number of kind of marketing - research agencies that actually go out and do this. - And there's two types of grand truckers. - What they do is the 1st 1 is the continuous tracking. - And so what that is is they have a tracker that goes out every month or maybe every quarter - on day measure on. - They ask people the same 50 questions or 10 questions that might be around the purchase - Faneuil's so they can start working out some numbers and kind of straddling toe model. - That, - on the other type of brand tracker, - is what we call kind of a pulse tracker. - Ah, - which is more around on doing a prion post on survey so you'll have a campaign and you'll - be out of missions people beforehand and then afterwards. - Obviously, - that's better, - because it's let, - um, - better sometimes because it's less expensive. - But then also, - there's a bit of it's not so good cause it's a bit biased and sometimes these kind of gaps - in the data. - So there's positives and negatives to others. - You know, - if you've got the money, - you kind of want to be doing kind of that continuous tracking on those key attributes, - image attributes that you're trying to go after, - and then also one of just the awareness and purchasing tension numbers. - So here I'm just getting the example of, - like on some of the questions that they might ask in the in kind of the format of like, - you know, - the first ones, - like tell me a football brand that you know, - and then the 2nd 1/2 familiar with the product. - So that's kind of measuring familiar out our familiarity and then also consideration. - So that was kind of what the survey will go out to that kind of target market and measure - you against those those questions. - So here I've kind of got some examples of that kind of brand attributes and tracker for - McCain's, - which is kind of a pizza brand, - like frozen goods on Deacon. - See here what they've done is they've made should a number of different attributes that - they're looking at Andi trying to see increasing some and a decrease in others. - And you say they've done this over kind of two years. - So you can see you can put a number of kind of friends image attributes in there and the - ones you trying to mish up. - Um, - so another way of kind of like measuring. - Um ah, - another measure here is looking at that kind of purchase intent. - And so this is looking at whether people are familiar with age Brandon and would be likely - to buy this brand on DSO. - What this is looking at is you can also kind of measure yourself against the competitors. - Maybe it's not so much you having a certain percentage, - but you just I want to make sure you're about few competitors. - I always think it's better to measure yourself by looking your goals because then you can - work out what your sales families and what levels you need to be up. - Because there's some brands where you don't need, - ah, - high level of awareness you might have. - You know, - looking back at angle. - You might have, - um, - not a triangle like this, - but it might be kind of more of a square shape with the people who are aware of your - product. - Want to go and buy it straight away and that and that's fun. - And that's how you build it. - Some people might have really, - um, - skinny ones, - but maybe they realize that they need to be more flatter, - like a square. - So they need to invest more money down the bottom of the final to make sure people are - going through in converting. - So it's important to try to find find, - you know, - if you can run against you competitors to say what their model looks like, - and I guess the competitors that you want to be more like, - so that can actually help on influence you communication strategy to, - as you might see, - that your other competitors arm or other square shape of the ones that are very successful - . - So it's like if you're more of the that triangle shape, - then you realize yet there's where you gotta invest more into activity that's going to - increase purchase intent. - So maybe that could be about a distribution problem. - People are aware of your problem of your brand, - but they don't know where to find it. - Or maybe the point of sales communications are working as well. - Here's another way that you can put the pyramid, - which is looking at the last KP I so brand awareness for you Target market might be 59% but - then off those 59 67% are aware of the key in each attributes and then of the people who - are where the Kingman jet should be 55% of purchase intent, - then 24% of those who are intending to purchase purchase. - For that, - you need a very large data set to begin with because you're getting really far down that - purchase funnel, - kind of cutting it out every kind of step. - So you just need to make sure you got a big funneled to start with. - So with a lot of these, - you probably like, - how the hell am I going to start this? - No need to kind of worry too much about this. - This is usually, - um, - worked out with the major agencies so they'll be able to help you create this. - And it's usually worked out on the two things it's usually worked out on come like previous - data, - Um, - for the brand or category benchmarks. - So I'm Industriebank contracts that you've got for the category. - And so I guess the hardest thing about this is is you might get a really good like Martine - Funnel. - And I guess the car, - actually, - the person who's got this more than anyone else is the client because they will get this - from their marketing research agency. - But the thing that your job is as a communications plan is to make sure that you take it - from the next step. - So, - you know, - maybe you know the brand funnel, - but you really need to start understanding the correlations between, - um, - I guess the goal. - And what? - The medium on the media, - a choice that you going to do so on this. - Convey, - you know, - how much of any investment do you need to make to make sure that you get awareness up 5%? - And so there's depending on the media? - There's different levels that were at the moment. - So a lot of media agencies are very, - very comfortable with giving you numbers around percentage increase for things like - awareness or unaided. - Or I did brand awareness. - They usually comptel, - they can take like, - numbers around reach and frequency and then convert that up into a high level metric. - I'm around the grand final of awareness, - Um, - so that's really good for that. - But you need to stop kind of putting some kind of states in the grand to show what the - effect will be. - A are from other media as well. - So here I've got an example of kind of purchase intent on a scale here of how many people - likely to purchase. - And then how many people were Facebook fans of different brands. - So you see here that the purchase intent, - um, - for I guess, - for BMW is 79% of the papal, - um, - who are a part of the Facebook fan group, - as opposed to 23% of people who are not fans off the Facebook page on. - That's not really telling you much about the correlation, - because a lot of you know it's cut kind of hard with Facebook Facebook page, - because is what you've got. - There is people coming to the page. - You already like the brand. - It's not like that brand is increasing. - Purchasing turned by 50% But you need to like, - see these daughters and start making at least some inferences around. - What's the effect that this is going to have fun? - A channel? - And maybe that's our addict survey. - So you see here it's purchasing 10 79% maybe civilians, - same people and see if the purchasing Tim Increase says, - um, - over time and measure that against the A group. - That's not the sample that's not in the Facebook page. - So you need to start gathering, - bring the starter around different media and the fact that they have on the marketing - funnel for your brand. - Um, - so you can start to sing now. - This is where kind of that consumer journey comes into play because it helps you break down - . - What is the most important dip in this journey in? - And what? - What is the priority for this brand in comparison to other channels? - And so, - you know, - if you step breaking down your experience, - map and journey this way will really help. - And I guess three ideal goal is to understand the impact of every single case of - communication and the correlation that medium has between the brand tracking KP eyes for - that specific area. - So if you try to go after purchasing, - what effect does that have on purchase intent? - Eso you see here in this example, - um, - this is starting to try to do that with examples off at these things for a digital campaign - , - and you can see they've started to kind of like, - I guess what I call grounding the KP eyes like the media KP eyes eso. - What they've done is taken like digital. - Bennett listen, - shown the effect that they need tohave, - unawareness, - um, - response, - consideration and sales. - And so I think they made response up here. - But you can see awareness in consideration of what levels they needed to get to to get to - that overall awareness goal of 40% and they have kind of broken that down in terms of the - cap, - the pain and where they've over indexed and under indexed for that on. - So that's kind of where you want to be getting to, - um, - the kind of kind of the next Level two that is called Economic Trick Bottling, - where, - as I was saying, - It's not about kind of that final click winning that it's looking at old, - a different paces to them pie and working out how much impact every single piece of - communication had. - I guess I call this kind of nirvana. - You know, - some brands you hear about some brands who got this, - especially brands who are less on the emotional side and mawr kind of the tactical. - They're able to create these models, - which tell them if I invest this much money in media, - this is what I get. - So you see, - like tell look telecommunication brands that have got that all the time and then also, - uh, - you see banks that banks that do this quite a lot as well, - So that's kind of where you really want Teoh. - I end up paying, - um, - as kind of a brand. - But obviously this is really hot. - And don't worry if you don't have these, - like, - you know, - I'd say, - like, - 5% of brands have this, - so it's not that many. - Sorry, - guys. - I've just come off on the presentation cause bloody if anyone's bean past classes I'm not - currently teaching and currently doing these at, - um, - at night time and my time sheets come up and they'd like, - burst through, - and then I've got a bloody feel them out. - So I was just feeling them out just before is who is speaking. - Hey, - but we're back to it now, - so yes. - So, - Econometric Models. - Bling is the nirvana. - And you know what you do here is that you kind of looking at the correlations between on - the different steps on, - But how much every pace of media has an effect on the overall plan. - So you need to understand there's a lot in this where, - like an economy, - attrition will put in a number of they're putting a number of those factors and those - variables and that work out what percentage has what effect on every single part and, - you know, - they'll be looking at different things, - like your demographic information and a lot more there. - But it's much more in death. - But for us, - what we really need to be concentrating on is, - I guess, - this final and funnel and helping a brand get to their like, - because that's really what we need to do. - And the funny thing is, - as kind of advertisers and marketers. - We don't do this a lot like you look at their campaign, - you're running the campaign and you won't really be able to tell, - um, - I guess what you know. - You'll be out of, - say the steps like a year. - We got 40,000 views for this and, - you know, - click through rate of 1.5%. - But then you just gotta ask yourself, - Yes. - So what? - What effect did that have on the brand? - Like, - what effect did that have on the company? - And these, - at least the marketing funnel and trying to ground those KP eyes the campaigns into the KP - eyes that you have? - But in the brand funnel is like the most important part because that will start showing a - marketer. - Okay, - that's why I made that investment. - I've been, - I would have moved, - but that are one personal that that goal. - But I needed to get to to to percent. - I'm I'm on the way there if I do this campaign, - which is a TV ad or which is the rest of it. - So I don't expect you to do anything for but the for the campaign for a project. - But I just wanted you guys to be aware of what, - what this was, - because this is a large part of my job. - Is talking with the media agency in the client about how to do this, - and, - I think, - a large part of communications planner. - Unfortunately, - without any data to go through with you guys, - it's a bit hard for us today, - but you should try to be aiming to do this on your brand's. - All right. - I've got one last chapter after this, - which is looking at just some basic media and what it's good at. - But if you've done past media classes before, - you might find it a bit boring. - It's just looking at the different communication channels in the strengths and weaknesses - of every channel. - All right, - on what's the next step? - Decide if you want. - All right, - I'll talk to us saying bye 10. Channel Analysis: - Hey, - guys, - you've made it to the last chapter. - Congratulations, - this'll One is just kind of a basic run through off different communication channels, - and I guess the strengths and weaknesses off those channels. - If you've done a course in communications degree, - you probably will have already had if they spent. - Maybe you might hear some insights from May of different areas, - but if you kind of feel like you know, - it'll feel free to now, - um, - so I'm just going to run through the channels and really do a quick strengths and - weaknesses of every channel. - I've kind of grabbed a people's points from a number of different angles and points of view - . - Um, - from presentations, - I locked and stuff eso You probably say some of the stuff may have seen some stuff before, - but if not read on, - so the 1st 1 is around out TV ed and coming from digital. - I think this is kind of an interesting area because a lot of you know, - my very first couple of posts on my block White back when I started were all about kind of - the death to TV, - and I think that's what we all think when we start start out in digital. - But the more that I kind of started working in kind of an all encompassing role, - I've realized how important TV is actually to an overall communications plan. - The one thing that it does so so well is you are able to get over such a more compelling - story, - especially if you've got a kind of an emotional on brand. - I'm you're allowed to tell such a richest story through and TV. - And even in the 32nd spot you got, - you can play with kind of sight, - sound and motion and that really contributor emotions much better than most of the other - communication channels you've got the when you can kind of Tim Bond this with the fact that - you get such fi reach and I guess, - frequency more than any other channel, - really af. - There it becomes one of the most powerful medium, - and if you've ever worked in an advertising agency, - you definitely know that it's the priority of most, - um, - most kind of creatives love kind of television ads. - But also brands do because it's really kind of the safe bet in the house of for an - advertiser. - The fact is is that you've got You can get very specific down to certain segmentation on, - and you can really measure the effect. - As I was kind of saying before in that kind of marketing funnel, - they really like media media. - I guess media companies air really confident about putting numbers up against into the - marketing funnel so they'll be out to tell you. - Yep. - We're gonna raise on this by 6% if you do this media investment in television and this is - how much of your target market you're gonna reach. - And I guess those kind of numbers you're not gonna get in any of the new again. - No new media. - Well, - most of the new media I know on can be that confident, - that brash to be out of put those big numbers against it. - So that's why it's so such still ah kind of prevalent role even know we're saying kind of - TV numbers drop. - It's still really, - really important to any brand, - especially brands that are trying to convey an emotional message or a kind of tell a story - . - I think the witnesses that were saying, - though, - is that there's a lot of clutter in the market. - You know, - it's, - um not many people are paying attention to TV ads when you see me kind of tune out, - you know, - there was the whole day via I'm thing where we thought people were gonna skip over and - that's kind of died down a bit. - But you definitely say a lot of people moving Teoh kind of watching shows on the tablet and - TV. - And I'd say when I say TV here, - I'd say, - adds that any 32nd spot that you kind of have to watch the other weakness of these channels - . - Definitely it's It's a massive investment. - There's a high production costs you, - you know, - around creating a TV spot. - So you've gotta have a big budget and and for a lot of brands, - they just can't. - They don't have this tough of money. - Um, - the other key one here is is kind of There's a lot of longer late times in this kind of - creative. - When you're looking at there be amount of time that you need to leave a brand. - It's much longer than you know, - putting a banner ad up or even, - you know, - social media status update on. - That's kind of the strengths and weaknesses off Davey moving onto radio, - which is an interesting one because, - uh, - the actually extra government more point on TV. - One of the things that were saying at the moment it is three integration between adds a - like Super Bowl, - super social or kind of these ads that are really going for, - um, - one off really cultural kik cultural moments and really trying to, - like, - make a big impact once and then getting ever on to talk about them and then view them on - YouTube. - You know, - that's what baby age did with, - uh there. - Google work for D Sophie and a number of other campaigns you seeing brands like Nike do - this as well, - though through just a big Unit 30 spot, - which is very expensive by. - But then the whole point of it is just to get people talking about it, - and then people will find it online on, - and that's a really good integration between digital and I mean TV and digital. - And you saying a lot a lot more of that, - that kind of work and moving on to radio here, - you've kind of got really still strong audiences in that drive time category. - Obviously, - it's a certain type of demographic who's gonna be listening to handwrite up drive time - radios. - There's very low production costs here on Also media costs a quiet, - quite small. - So if it works for your audience, - you know when we got going through that consumer journey. - If these points, - we know that you already in sees commuting and you know that's when there were receptive to - messages, - then it makes a lot of sense to do radio. - It's the witnesses here. - It's a bit less interest if you really can't cut through on the same level. - And I mean a lot of countries, - including America, - it's much harder to do national bars. - You know you're doing local bars, - which a hand to hand buys, - which make it a little bit harder. - Uh, - and I also think credits just don't ah, - don't warm to, - um, - radio as much as other other formats. - I think I really struggle, - you know, - it's it's definitely there's no art direction in writing a radio, - uh, - kind of the script for radio. - So it's It's very much in the copyright is domain, - but there's still a role for it for certain brands moving on to kind of newspaper ads. - He I think you've got a great opportunity to be much more contextual because there's surely - time. - So you know, - the great T uh, - anti Here. - They're usually the ones that you see that respond to kind of an event that happens - overnight. - I think that's the good thing. - I think sometimes you're actually seeing a lot of that contextual stuff on those short late - times. - Now go to Social when you think about like the Oreo campaign. - But what you can get with newspapers just a bigger reach. - Here Onda riches an audience that doesn't watch on TV as well as much. - So you're getting a different audience, - and I guess the other great things when you think he about taking some from kind of like - that awareness stage, - Teoh points into consideration. - There's also a lot of room to tell a much richer story. - You've kind of got engaged in captured audience who will stay with you for a little longer - in terms of other channels, - in terms of like the region it's quite inexpensive to on. - I guess the negative here is is newspapers and people getting their news from papers is - definitely moving. - We're seeing a move away from that to go online. - The production quality, - the end quality to is quite low. - So you know, - if you're getting kind of high quality brands or the um, - imagery of visuals are quite important, - then they're not really gonna come through as much. - It's also sometimes hard, - depending on your territory. - Teoh. - Whether you get buys on a national level or a local level on paper, - and sometimes that's hard to get. - So that's in the case of America. - It's really hard to get those national I'm buys in a lot of cases moving on to kind of like - out of home and outdoor. - I think the strength here is the high frequency in strong reach on their often used to - create really iconic advertising because it's really kind of big impact, - and you've got a lot of kind of iconic spots that you can land a message in. - Um, - you know, - I think that the strength also here in terms that iconic pieces, - that you can have been a little bit more innovative and contextual to the environment - around you and that, - and that's what we're seeing a lot You know, - one of my favorite campaigns that came out of BBH last year was the cold, - hard at work that we did, - which was all around kind of don't go home. - It was the shoe. - I'm Coghlan's a shoe company in this, - the new Chelsea pump shoe that they had had pushing it. - So it allowed you to stay at for longer. - And so what we do this? - We had all these messages around about going home. - It's like it. - We put it on roller doors around areas where there was lots of kind of high traffic at - nights. - And there are old around messages like, - you know, - nothing. - Uh, - you never You never talk about the night that you went home early on and then hashtag don't - go home. - And what happened was I'll have toe since I kind of put a link to the campaign because - there were so many lines and a really amazing lines, - and what happened was people actually instagrammed a number of the photos and tweeted two - photos of the pictures. - So it had this amazing effect of, - like spreading socially, - and I thought, - Holy shit, - that's Anna. - It's just a great way off a great way of spreading on, - you know, - taking an old medium like out of phone and and making it really social, - like putting social into the heart of it. - Because those ads are so iconic and realizing that people love to instagram kind of quotes - now and it just works so well. - So it was really, - um, - revitalizing that spot. - Sometimes the witnesses here is there's limited copy scope. - You've got kind of a drive 56 seconds. - Ifit's I'm dr by spot or kind of people walking past. - You don't have a lot of time. - There's also kind of high production costs involved and really long lead times for these - tough creative. - So that's kind of a bit annoying, - too. - In terms of magazine, - he you've got once again very similar to the strengths off newspaper, - where you got longer stories so you can tell a bit more of any in depth story. - You can also contextually match it to the editorial, - or even look to kind of doing editorial on by as added value. - They might give you a little extra with women magazines is still popular, - but I think you know this is definitely one of those areas that are dying out, - and you're just not getting the reach you used to. - Three other problem here. - Is he just not getting frequency coming out like once a month? - Most magazines. - It's very hard to kind of get that message frequently posted in there. - The other problem is the really long lead. - Times on this say you can't be kind of short and snappy. - PR. - This is kind of a funny one because it's like, - so broad. - Where do you start with PR? - And so I guess the PR I'm kind of thinking about is really more around kind of stunt e pr, - where you're trying to create a stunt that gets mawr kind of a higher audience engagement. - So what the strengths are here is it's really you've got a highly engaged audience because - people are reading about this in the news or the section they're not. - It's not an advertisement where people are kind of switching off. - It can be quite inexpensive and low cost for the reach that he gets. - Um, - and I guess he is. - The fact that it really relies on this is kind of the strength and the weakness is to - really relies on the story on band the angle that you've got on the story. - If your story's a bit boring and it's not gonna capture the attention of the media, - then you're not going to get your reach. - So it can be actually quite expensive for the rates that you get if you don't get any - regional because no one picks up the story. - The other problem is that story's going sometimes going to get lost, - and you've really only got one shot at the story. - People tend to not like record on the same thing you are that they either break the news or - they don't write about it. - It'll on. - I guess the other point about this is that the story is really out of your control, - so you can't really influence what people right about the story. - So it's It's really a bit of a gamble. - Lucky if you've got a specific I'm branded message in a way that you want that message to - come across, - there's no guarantee that it will come across in that in that way. - I guess going on to digital display and this is kind of online advertising or banners on - the massive strength theories they're very shape into. - Was that the reach that you get? - Um, - the targeting around this ads and banners now far superior to other channels. - You know, - you can get a lot of, - Ah, - very strong kind of segmenting of the market and then specifically on different publishes - sites. - You know, - the sites that you go after, - you can get that highly targeted. - The great thing about it is also for a lot of ah lot of advertising. - IKA by online is, - you're only paying for the interaction, - so you'll be paying for the people who engage with your product, - which is fantastic. - The units are also getting much more interactive, - so there's a lot more that you can actually do in that they're much more engaging than they - used to bay. - So you can tell a larger story than you used to be out of. - We just kind of standard 40 K banners or kind of static banners. - The other great thing about it is the strong analytics to it. - You can measure a lot of things on with Bannon's how many people click through, - Uh, - you know, - this time they dwell on the side and the rest of the information around where people are - clicking and what they're clicking on and how long they're engaging with the unit. - The weakness is obviously, - Ah that this low awareness let's not low awareness, - is that people are ignoring them on people. - Hate Ben Reds is the other thing. - They really annoy consumers. - You know, - No one's going to say that I love Ben Aerate, - and I think it's one of the mediums that people hate the most. - So it's really hard. - But the other disadvantages, - obviously the basic coffee like you just can't you. - I think even you got a very limited amount of space to gather people's attention. - And when you stepped that up against something like a TV ad in the way that that could tell - such a rich story, - it's really, - really simple and a bit boring and step s static. - The what? - The kind of message that you can put through in digital display, - You know, - there you can't really tell an emotional story through a bana. - I'm sure you could find a few examples where they have, - but it's really rare, - But the great thing about it is it drives volume like so many people come through on - Benaroya, - it's it's ridiculous you wouldn't run a digital campaign without banner ads being kind of - the heart of your work. - The next area moving on is is kind of search advertising. - And so this is kind of just looking at Google search engine marketing. - So the great thing here is you really capturing an engaged audience of people who are - clicking through actually searching out the words that you've specifically used. - And in a number of cases, - this specific to your brand campaign. - You're only paying per click, - which is the great thing about such advertising. - And there's really strong analytics to tell you what's working and what's not. - And the great thing about the auction system of If you're more relevant for that search, - you'll you'll go out. - This search results. - The any bad thing is, - is that it's really you needing paper become to your content. - You're relying on on other media together people's attention and kind of get people through - , - so it's not really kind of a traffic. - It's not really, - um ah pulling mechanic. - I guess it's really it's not pulling you into the story. - You really got search. - Search it out. - Uh um you got a search, - That search that made your out. - So you need something else to be the catalyst for people to search for that. - So it's not really that heavy into, - I guess, - the mass awareness and advertising side of it. - Um, - moving on to Facebook and Twitter or that I've kind of put them together, - is social. - I think the advantage to this is obviously you getting a varying gauged audience of people - who are opting in to hear from your brand. - And I'm looking this very much for my comes point if you, - um and and looking at it in terms of marketing funnel, - I think what what you do get is a great opportunity to really hammer home your brandy. - Major attributes. - I'm thinking about people when during that cycle it's not really about loyalty but really - trying to, - like, - gather brand perception and change the grand perception. - You have got the opportunity to kind of have an ongoing relationship with the consumer, - which is just fantastic. - And the opportunity here is massive. - You got that engaged audience. - I think the witnesses obviously there's low reach, - So if you just rely on owned media for a campaign. - You're going to get very low reach numbers and also long engagement. - Although you've got a lot of people of fans of you, - you know, - Facebook Page, - you're only getting, - like, - 1% or less to engage with the page, - which is my liking or commenting, - which is not a lot. - The message problem here that a lot of people try Teoh s solve these the correlation to - sales, - you know, - you never gonna blow you get it all the way through the sales. - And I think that's when social started. - That was the problem. - They had Digital's kind of shot themselves in the foot because they've always being trying - to bathe at last click winds and and really showing that result sales where, - you know, - advertising banner advertising even play such a larger role. - You can play a role in kind of awareness driving of the campaign. - But here you you've kind of got a local car relaxation to sell. - So what you really trying to be you really should be trying to dio in the step is in social - . - Facebook contributes really trying to start to establish the brand and what the brand - stands for. - What's the kind of I guess, - the image, - the brand image in and really kind of lying and and nailing that? - So the last area that I've got is blogger outrage. - This is very similar to pay out. - What you've got here is very like highly engaged audience. - They're highly targeted because you're searching them out. - The and you know people are reading what they want, - and they usually have a really strong community behind them. - Any top of influence average. - You've usually got a really strong community of people who follow this person's opinion. - The problem is, - with it is it's got kind of very low reaching, - not really reaching a lot of people with this kind of activity, - usually with most blogger outrage programs. - And there's really no control over the content. - Unless you build that into the contract, - they can really write about it in any way, - and they can talking about the product the way they wanted. - Maybe you've got a key image attribute that you really need to get across. - You know, - I have the example of where I was doing blogger outrage for a job boots company, - which measured the the boot was actually fitted to the size of you, - Cath as well inside this blogger who, - um, - will the boots. - But they didn't even do the boots up, - and they didn't even wear them around their calf and didn't even talk about the calf. - And so I had that one came a jet tribute that I needed to get across, - and she just didn't get that across. - Obviously, - that was a big failure. - There's also a risk of like, - there's no real analytics I can't really show you much on. - You can only basic basic on the face value information that they give you any kind of click - through rate. - So this was kind of a very kind of basic top line on just the strengths and weaknesses of - the different channels, - but I just thought, - but it could be handy for some of you to go through and see how people kind of formulate a - campaign together and why they choose certain on pieces of media hope. - You found that useful. - Um oh, - uh, - yeah. - I'm really looking forward to people's consumer journey and experience maps on what they - come with for that. - If you've got any questions. - Feel afraid to ask me on the school share page or also get at me on Twitter at at Julian - called pixel? - Answer all the quick options there and you can just send me a reminder. - Say, - I just sent you a note. - I'm in the school share class. - Can you answer? - It'll say it. - All right, - guys. - Thanks so much for getting through the whole course. - You has the legends.