Louisville COB eMBA 2017 by Thomas Gilmore

Hello.

Leveraging Design to Enhance the Brand Experience Marketing Management II Executive MBA 612 SPRING 2017

You Don’t Persuade People Through Reason, You Do It Through Emotion ARISTOTLE

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Flower Foods is worth

$3,750,000,000 Flowers Foods Corporation Investor Fact Sheet August 2014 3/3/17

We can now buy a loaf of bread for $8.59 3/3/17

Brands Help Us to Position Products in the Marketplace Premium

Expected

Varied

Inexpensive 3/3/17

Now, Let’s Look at Another Variable… Premium

Mass-Produced

Handcrafted

Inexpensive 3/3/17

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Branding is about VALUE. 3/3/17

Agenda A Little About Me

Tools You Can Use

What is a Brand?

•  Alien Eyes •  The Creative Brief

The Power of Brand •  Consumer •  Marketplace •  Innovation

Select Case Work

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•  Consumer Personas •  Brand Character and Tone of Voice

A Short Quiz Discussion

A Little About Me

BUSINESS AND CREATIVE

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WHAT IS A BRAND?

The Power of Brand

The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. â&#x20AC;&#x201D; MarketingMagazine.co.uk

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The Power of Brand

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THE POWER OF BRAND

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A Few Definitions… BRAND •

A person’s perception of a product, service, experience or organization; the art and science of brand building

BRANDMARK •

An icon, avatar, wordmark or other symbol for a brand; a trademark

BRANDNAME •

The verbal or written component of a brand icon; the name of a product service, experience, or organization

BRAND STRATEGY •

A plan for the systematic development of a brand in order to meet business objectives

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An iconic brand translates specific product attributes with a set of consistent elements that can communicate instantaneouslyâ&#x20AC;&#x201D;recognition and intended meaning.

THE POWER OF BRAND

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THE POWER OF BRAND

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THE POWER OF BRAND

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THE POWER OF BRAND

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The Power of Brand

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Brand Valuation •  The process of measuring the monetary equity of a brand •  Intangible assets are increasingly being recognized as highly valued properties

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Coca Cola Friendly Twist https://youtu.be/Hq6Ll3aPl0Y

SIMPLY PUTâ&#x20AC;¦ A BRAND IS A PROMISE.

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What we believe about business…

“The Purpose of Business is to Create and Keep a Customer.” PETER DRUCKER

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CONSUMER

UNDERSTAND THE TARGET

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UNDERSTAND THE TARGET

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UNDERSTAND THE TARGET

EMPATHY •  Understand the target and how they live and WANT to live, not just their gender and age. •  Create the right spark. Express a RELEVANT experience to them, don’t sell to them. •  Balance the functional attributes and the EMOTIONAL. 3/3/17

UNDERSTAND THE TARGET STRATEGIC TARGET •  Group of consumers who are the focus of your marketing and R&D eﬀorts over time

PRIME PROSPECT •  Subset within your strategic target from whom most near term growth will come

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Strategic Target

PRIME PROSPECT

Forget Everybody Else

UNDERSTAND THE TARGET CONSUMER •  The Prime Prospect and Strategic Targets that utilizes a product or service

SHOPPER •  The Consumer when they are actively looking to purchase a product or service

TRADE •  Retail and Distribution Channels that provide a product or service

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Consumer

Shopper

BRAND POSITION Trade

MARKETPLACE

Brands exceed expectation by focusing on need states •  Consumer expectation is not defined by demographics, but instead by need state •  By focusing on need states, a brand can create meaningful and fulfilling experiences across path-to-purchase and product usage •  Connect with PEOPLE on issues that matter to them •  Prove the brand through products that focus on one key diﬀerentiator

BRAND

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EXPERIENCE

HUMAN MOTIVATION MASLOW’S HIERARCHY OF NEEDS •  We are motivated by the desire to achieve or maintain the various conditions upon which these basic satisfactions rest and by certain more Social intellectual desires.

Basic

Self Actualization Esteem Belonging Safety Physiological

Maslow, Abraham H. Hierarchy of Needs: A Theory of Human Motivation. Jan. 2011.

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INNOVATION

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“The most dangerous phrase in the language is 'We've always done it this way.’.” GRACE HOPPER

American Computer Scientist and United States Navy Rear Admiral 1906—1992

A MODEL FOR CREATIVITY AND INNOVATION ROGER MARTIN’S KNOWLEDGE FUNNEL Design thinking leveraged to: •

Explore the problem

•

Narrow the focus

•

Create a formula

Roger is really smart and creative individual, but you can learn more about him on your own time.

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More Divergent

MYSTERY

HEURISTIC

Less Divergent

ALGORITHM

OUR METHOD OF BRAND BUILDING

Research & Inspiration Creative Workshop Session Explore Personas and Need States Define the Consumer Path Zone Merchandising Establish Strategies Develop Concepts Market Testing Implement

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MYSTERY

HEURISTIC

ALGORITHM

Consumer Needs States

Keep Me Going

Local & Familiar Mainstay

Let’s Give It A Try!

Making Better Choices

Pleasing The Kids

Have A Craving

Good Meal Right Price

Let’s Celebrate!

Toasting Good Times

Savor The Moment

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Consumer Segmentation

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Resource Materials

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Resource Materials

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CARRIE

STACY

LIZ & WILL

BIG J

HOLLY

Suburban Mom

Girls Night Out

Couples Date Night

Suburban “Don”

Practical Escape

Generation Y Family with kids

Multi Gen, Multi-Ethnic Groups

Older Millennial Multi-Ethnic Couples

Generation X Framily

Boomer Couple Multi-Generational Sharing

Value, Convenience

Delicious

Local/Familiar/Mainstay Let’s Celebrate

Savor the Moment Have a Craving

PRIMARY STRATEGIC THEME(S) Value

Simple, Fresh

Value NEEDS STATE(S)

Good Meal—Right Price Pleasing The Kids 3/3/17

Toasting Good Times Making Better Choices

Good Meal—Right Price Local/Familiar/Mainstay

brand stretch

•  Bring the sensorial ENGAGEMENT alive in new ways during the packaging interaction. •  Go beyond the graphic and use print, material technologies and form INNOVATION to heighten the sensory experience. •  Think about new ways to place the brand within REACH.

innovation

SELECT CASE WORK

Kentucky Department of Travel & Tourism Advertising Overview

Executive Summary •  Scoppechio is Kentucky’s largest ad agency. Our roots are in retail and our reputation is defined by generating customer traﬃc and business results for our clients. •  In addition to KDTT, our portfolio includes several other Kentucky-based companies— Yum! Brands, GE, Humana, LG&E, and the Baptist Health System. •  We currently place more media in Kentucky and potential feeder states than any other agency. •  Scoppechio was selected as the agency for Tourism, Arts & Heritage Cabinet and its aﬃliated agencies, including the Kentucky Department of Travel & Tourism, Kentucky State Parks, Kentucky Horse Park, Kentucky Artisan Center, Kentucky Sports Authority and the Kentucky State Fair. •  Since our appointment, Kentucky has experienced unprecedented positive change in reputation, engagement and revenue growth.

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Agency Role Scoppechio provides advertising services for the Tourism, Arts & Heritage Cabinet, its aﬃliated agencies and specialty programs:

•  Kentucky Department of Travel & Tourism •  Tourism Marketing Incentive Program (Co-op) •  Kentucky State Parks •  Kentucky Artisan Center •  Kentucky Horse Park •  Kentucky State Fair Board •  Kentucky Sports Authority

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Our POV on Tourism Marketing •  Tourism is synonymous with entertainment, and consumers expect a memorable return on their investment •  Today’s consumers are not passive travelers— they want an experience that can be shared •  Digital & social media have completely changed how travelers engage and share their experiences •  Today’s traveler= destination ambassador

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2013: Scoppechio-KDTT Relationship Begins EXISTING CAMPAIGN* •  There’s Only One

STRATEGY •  Focus on individual “brand pillars” to position Kentucky as a unique tourism destination

TONALITY •  Historic •  Old-fashioned •  Staid *Campaign developed by previous agency

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KY Tourismâ&#x20AC;&#x201D;Fall 2013 https://youtu.be/JF_hqGRhVW0

2014: The Evolution of a Brand OUR FOCUS WAS TWO-FOLD:

•  Immediate attention was given to “refreshing” the Kentucky brand, based on consumer research •  Strategy development—we constructed a long-term strategy that would be fully implemented in 2015 to position Kentucky as a vibrant entertainment destination

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Consumer Research Research was conducted in two phases

PHASE I: Brand awareness and perceptions •

Focus groups in Chattanooga, Chicago, Columbus, and Indianapolis

PHASE II: Consumer reaction to new creative •

Focus groups in Indianapolis

PARTICIPANT PROFILES: •

Millennial(s) – Ages 18-35; no children

•

GenX(ers) – Ages 36-54; with children (in household)

•

Boomer(s) – Ages 54-69; no children (in household)

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Research Findings •  Kentucky viewed as a 2-or-3 day getaway, not a vacation destination •  Consumers Looking for unique tourism experiences that will deliver lasting memories •  State viewed as slow-paced & pastoral - Not much action •  Beyond Horses & Bourbon, Kentucky has what other states have. Why visit? •  Once consumers visit Kentucky and discover all the state has to oﬀer, they return •  Iconic imagery (horses, bluegrass rolling fields, bourbon) synonymous with state brand. when viewed individually in advertising, these icons don’t compel consumers to visit the state. However, grouping similar tourism oﬀerings creates greater interest and appeal (the whole is greater than the sum of its parts) •  Aspirational imagery showing youth and activity relate to all age groups

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Media Plan OUR FOCUS HAS BEEN TARGETED, EFFICIENT, MULTI-PLATFORM STRATEGY EXECUTION AND OPTIMIZATION.

•  Platforms included television, print, radio and more reliance on digital to ensure our messages align with the Customer Journey (i.e., path-to-purchase) in their travel planning and consideration.

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GOALS AND OBJECTIVES •

Increase Awareness

•

Drive inquiries to kentuckytourism.com

TARGET AUDIENCES •

W 25-54, HHI $75,000+, likely to have children

•

Residents of IL, OH, MO, GA, TN, NC, AL, WV, MI, IN and KY

•

Outdoor enthusiasts

•

Weekend travelers

•

Experience seekers

TIMING CONSIDERATIONS •

September – October Fall Getaways

•

April – June Spring/Summer Travel Planning Season

•

1st week of May National Travel and Tourism Week

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MEDIA BUDGETS: •

FY2015 $3,265,040

•

FY2016 $2,170,750

Print $501,525

STRATEGY

TACTIC

Reach/Frequency

Engagement

TV, Radio

TARGET/DEMO

70%

A 25-54

iMedia, video, social, native

27%

Inform/Educate

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TV $1,661,368

% MEDIA

Digital $825,500

A 18-49, A 35-54

Radio $276,647

Varies

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Experiences and the Fear of Missing Out. Creative 2015 Key Insight: •  Today we live in an experience-based, instant technology world— we want to know what’s trending, what’s cool and have it all… in a day, a weekend or a week. •  Enlightened brands don’t market products—they market experiences. •  Kentucky is a brand—and a fantastic experience. •  Our goal was to make it cool.

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Our Approach •  More experiences and less scenery •  First-person perspective video content •  Brighter colors, modern typeface and fresh soundtrack •  Meaningful, contemporary messages •  User-generated video content 3/3/17

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KY Tourismâ&#x20AC;&#x201D;New https://youtu.be/muhBdXvW5gA

SO, WHERE DO YOU START?

ALIEN EYES

WHAT IS THIS?

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NOW WHAT DO YOU

SEE HERE?

CREATIVE BRIEF AND PROJECT KICK-OFF PROCESS

Creative Brief and Project Kick-Oﬀ Process

CHECK

Assignment Initiation

INPUT

Brainstorm Session

ALIGN

INFORM

Internal Alignment

Brief Written •  Based upon insights, agency writes a brief that will inspire and inform creative excellence.

•  What is the business opportunity or challenge?

•  Explore consumer research and insights

•  Client team aligns internally to brief input document

•  Specific and outline and details with any project mandatories

•  Team session to create a brief input document

•  Provides approval to move forward

REVISE

Review and Revision •  Client team and agency strategy team reviews brief to ensure accuracy

APPROVE

Brief Approval •  Client team approves the brief

Brief Distributed •  Brief is distributed to full Client and agency teams

CREATE!

Creative Kick-Oﬀ •  Full Client and agency teams meet to begin the assignment, by working through an inspirational session around the brief.

Client Team

—

Client Team

Agency Account and Strategy

—

Agency Strategy

Agency Account and Strategy

—

Full Agency Team

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CONSUMER PERSONAS

The Future of My Family

Invincible Me

Independent Forward

Life Pressures

New Worries

“I want my kids to be successful in life, and good teeth are important”

“I don’t want to have to think about this”

“I live my life how I want to”

“I have to make choices here”

“Just one more thing about getting older”

Time, emotional reluctance, kids pressure

Understanding insurance, financial, life changes

Time pressure, priorities

Good Teeth, Good Life

We’ve Got You Covered

You Can Have It Your Way

Let Us Help You Get This Right

We Understand And We Can Help

This Tech Is Cool

TV, Digital, Social, Print, Radio, OOH

Mobile, Social, Digital, TV

Print, Digital, Mobile, TV

Radio, Social, Digital, TV

Radio, Social, Print, TV, OOH

Social, Digital, Mobile

Skews F 35-45

M/F: 50:50 21-30

No Kids in Home M/F. 35-55

Skews F, HA/AA 30-45 <$50k HHI

M/F: 50:50 +55

M/F: 50:50 <21 at home or college

DEMO

MEDIA

MESSAGE

BARRIERS

MINDSET

Six Dental Personas

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Financial, understanding Insurance coverage, financial, insurance, time pressures life changes

Leave Me Alone “How is this cool?”

Emotional reluctance, peer pressure

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The Future of My Family F: 35-45 Kids in the home—the Soccer Mom

MOTIVATIONS AND EXPERIENCES: •  Setting a good example; embedding good habits in her kids •  Grown up with good dental care, had braces, fluoride treatments, teeth whitening •  Good teeth are a reflection of your character: cosmetic is important •  Pride in kids looking good too, veers towards competitive •  Schedules visits for all the kids at the same time, but she goes separately •  Husband is harder to get, but she makes sure he goes at least twice a year

MESSAGE Great Teeth, Great Life

INFLUENCERS Her mom, friends, insurance network (from husband’s job) 3/3/17

“Every little chip gets fixed” “I want my kids to be successful in life, and good teeth can be an important start” 131

BRAND CHARACTER AND TONE OF VOICE

Strategic Tools BRAND PYRAMID The Brand Pyramid is a tool that represents a brand’s reason for being. It identifies the strategic direction determined by internal stakeholders and lays the groundwork for the related brand assets that will be used to communicate the brand’s messaging. The pyramid is based upon the target audience and builds upward to emotive benefits, the brand’s character, the overall essence of the brand and position in the marketplace.

BRAND ESSENCE BRAND CHARACTER EMOTIONAL BENEFITS PRODUCT BENEFITS REASONS TO BELIEVE (Expressions of Value)

PRODUCT ATTRIBUTES POINTS OF DIFFERENCE and POINTS OF PARITY

TARGET AUDIENCE

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Expression Slider Exercise (Composite) Feminine

Simple

Masculine Complex 8

Grey Cool 3

Quiet Essential

Loud

Luxury 8

Playful 1

Economical

Serious

Traditional 8

Raw

Exotic

Refined Common

Sporty

Elegant

Adventurous

Secure

Fluid

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Colorful Warm

Expensive Modern

Solid

Vintage

Contemporary

Unexpected

Reliable

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A SHORT QUIZ

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DISCUSSION

437 W. Jeï¬&#x20AC;erson Street Louisville, Kentucky 40202 (502) 584-8787 scoppechio.com