brand steering wheel & copy-strategy in the everyday communication & marketing...

brand steering wheel & copy-strategy in the everyday communication & marketing practise didactical draft IRGIB / matthias hoelkeskamp

cotonou

NOV 2017

about

… giving methodical insights into contemporary marketing and communication instruments so as brand steering wheel and copy strategy. On their basis you will…

• Make first steps to get into marketing & communication professionalism

• Test your methodical knowledge by executing an exemplary brand planning job

• Strengthen your practical competences in solution finding for everyday marketing & communication challenges

these short instructions strives for …

about I brand stearing wheel I copy strategy I case study I exercise

content

1. Brand steering wheel

2. Copy-Strategy

3. Case-Study Perwoll

4. Strategic exercise -

alternatively

• Idea Beauty 360°

• Idea Food delivery

• Idea Tourism


brand stearing wheel


… is a strategical planning instrument which brings the cognitive & emotional components of the brand, as well as their adjustment and control into connection. To use the model practically the analysis of the IS situation as well as a definition of the SHOULD situation should be integrated.

• IS Situation: „Where do we stand / Where do we come from“. Analysis of brand core / identity, functional & psychological benefits of the company’s- or the product’s offer. Design-/communication appearance and resulting brand tonality.

• SHOULD Situation: Making people think and feel different about the product / the company by changing the offer itself or by communicating about it differently.

the brand stearing wheel …



… in order to deliver an economically effective orientation, the brand analysis has to be embedded in a bigger total. Among the rest you should have a look on:

• Target market (dimension, potentials, influence factors, risk / chance consideration) • Target group analysis • Competition / Competitors analysis

Necessary planning measures so as definition & parameterisation of sales, margins and fame objectivs. Introducing landmarks, time windows & KPIs (key performance indicators / identity figures follow in a later step and with another tool – e.g., by Balanced Scorecard – an annual planning tool).

For the measure planning the Copy Strategy (next chapter) is recommended .

the brand stearing wheel …



should is

© takkanon / Matthias Hoelkeskamp

copy strategy

copy-strategy

… continues where the analysis of the IS and the SHOULD situation of the brand ends. It serves the purpose to transform the brand’s identity into measures and market actions, suitable to the objectivs of the long-term brand strategy.

• Measures of marketing communication are „actions & means“ to reach enterprise objectivs. Corporate- & product design, fame, image & sales campaigns; PR, fair presence, other creative-communicative actions online or analogously …, however, service & process design or any other incorporation of enterprise politics and philosophy have communicative aspects.

• The copy strategy describes measures of planning and realisation which are essential for a profitable business. It serves customers and employees as a roadmap and guardrail for project management, creation, coordination & evaluation.

the copy strategy …


copy strategy

1. Company Who ist the company? What is it‘s position in the market ? What is it‘s mission?

2. Brand Which Product, assortment or which service is concerned by the measure? In which market and in which competitve sphere operates the brand?

3. Tasks Rough description of measure & measure moduls, period, the communication channels to be recorded / media, the budget frame etc.

4. Target Group At whom is the measure directed? Differentiation between core target group, codecision-makers, sales mediators & multipliers

5. Main Competitors Short identification of the main competitors and by these occupied markets and communication niches

elements of a copy strategy


6. Benefit (rational / emotional) What does the brand functionally serve for (shampoo = cleaning)? Which emotional benefits the usage of the brand serves for (shampoo = nice appearance, social recognition)? Benefits and USPs can be illustrated as a Consumer Insight.

7. Reason Why The reason why the benefit arrives (shampoo: Formula)

8. Reason to Believe Sense of achievement / reference (shampoo: 50% more shine, ease of combing)

9. USP Competition-differentiating, unique selling proposition. (Shampoo: unique ingredient) if funktonally not accessible, fallback of an ASP (shampoo: Mega-Boost)

10. Selling Idea Additionally you can use a Selling Idea. A Selling Idea is characterized as an all over campaign umbrella: (Shampoo: Friend asks: „do you come again from the hairdresser?“)

elements of a copy strategy

copy strategy


Enterprise / Endorser brand German Multibrand-Producer Henkel

Product Perwoll (wool detergent for machine washing, made by Henkel)

• Women as providers of daily consumer goods (FMCG) • Wholesalers and stores • Multiplicators and opinion makers

USP Best wool protection for best washing results, absence of fiber damashing substances

Promise Fluffy wool as new from the shop

Reason Why Best formula for wool protection

perlwoll

case study

Target Group


case study l

Reason to Believe Persuasive touch

Selling Idea Is this (sweater) new? No, it’s washed with Perlwoll

Claim Perwoll – to make wool last fluffy

Tonality Colourful. Clear. Merry. Not dreamy. The sometimes sketchy humor never goes at the expenses of a person or lets them stand there badly.

Communication Pattern (TV) Three-phase construction. Opening: Humorously presented everyday situation (sketch) with Perwoll user as a heroine; in the middle section side comparison generic detergent result VERSUS Perwoll result. Final part: Packshot and claim - partially mixed with some pictures from the Opener. Generating emotion: fetch phase I. Generationg Cognitive Learnning effect: dissolve phase II and III

perwoll


case study

perwoll

Mechanism / Selling-Idea Girl A: Wow, nice sweater, is it new? Girl B: No, it‘s washed with Perwoll!

https://youtu.be/Jwal3IyFXxM


https://youtu.be/Jwal3IyFXxM

case study

Target Group: • Women, who wash wool • Women as providers of daily consumption goods – (generic for FMCG) • Sales partners (Trade) • Multipliers and opinionleaders (Media people, VIPs, Businesses with similar interest (e.g. from wool fashion

industry) Communication objective (influencing behaviour, formulated from the conumers point of view) „If I wash wool or fine laundry , I use nothing else other than Perwoll“ Didactical objectives – divided in steps • It makes a difference with which detergent wool and fine laundry is washed • Fibre protection and in result shape retention, colour retention and a fluffy-soft touch are the most

important parametres • Perwoll is the best Wool detergant, because after the laundry you can not see or feel any difference in

comparison to a new pullover.

perwoll


case study

Position statement Perwoll of Henkel is the ideal detergent with perfect fiber protection so that wool (and fine laundry) looks and feels after washing like new bought.

Consumer Insight brand concept What could be better than a new fluffy sweater? It is all the more annoying when the new favorite sweater scratches and gets out of shape after just a couple of washings. Fortunately, there is now Perwoll from Henkel! With perfect fiber protection - which protects the fibers and colors better than usual. If I have the choice between Perwoll and another detergent, I always opt for Perwoll - because Perwoll washed the sweater stays as new bought!

perwoll


case study

Typology of wishes: Segmentation of target group members according to social & demograhic characteristics Nancy (Hard-Working_Woman): As a mother, wife and in the office I do my best every day. If I, finally, think, also once of myself and I buy to myself a great sweater, I want of course that it feels still nice, also after some laundry. This is why I opt for Perwoll. Perwoll with perfect woolen fiber protection makes feel the wool as on the first day.

Claude (Fashionista): Fashion is for me an essential need. Wide or figure-hugging. Uni or patterned. Trend our classic. Pity only that woolen and fine materials already looks after some laundry like from the old clothes collection. Now luckily there is Perwoll! Perwoll protected my new favorite piece is also after some washing completely in the trend!

Britney (The Rational): For me it comes above all that it goes well to my loves. To my children. To my husband. And of course I also want to cut myself a fine figure. This is why there is with me no half a thing. Also not with the woolen laundry and the fine laundry. Therefore Perwoll: Perwoll washed fine and woolen clothes stay as new bought!

perwoll


strategic exercise

• Idea Beauty 360° or • Idea Food Delivery or • Idea Tourism

what is your training-project?


exercise

3 thematic ideas to choose

IDEA 1 / 360° Beauty

My perfect match, soin 24 or saba noir? No matter how and under which name cosmetics are featured: It is no secret that the beauty business is a commerce with attractive revenues and high margin potentials.

Just if you as an IRGIB graduate have chemical and pharmaceutical knowledge in the luggage, the idea should not be too far away to step into the cosmetic business. How could a brand strategic planning and a first marketing plan for a cosmetic startup look like? If you go for IDEA 1- let’s continue with it in the next round!

what to come out of it


exercise

IDEA 2 / Food Delivery Service

Food delivery and supply services in Germany are entering the stock exchange. Its big business. In Benin, there will be next to e. g. Nadounou still sufficiently space for such startups - especially when one works out a highly competitive point of difference.

Based on the increase of working professionals a growing demand for comfortable procurable meals for those working in offices, for government agencies and businesses people can be derived . How could a brand strategic planning and a first marketing plan for a food delivery service or a placement portal look like? If IDEA 2 is your favorite topic - more on that in the next round!



ausblick

IDEE 3 / Destination Marketing

The tourist sector of Benin has an as great as untapped economic potential. The longing for places and willingness to travel is transported very much by pictures: pictures and moving pictures that go back as professional content to the tourist operators and as user-generated content on the tourists themselves: They act as producers and multipliers!

IRGIB has the professional equipment and the fresh talents to present Benin catchy against tourist audiences. How could a brand strategic planning and a first marketing plan for an image-driven tourism startup look like? If IDEA 3 ist your preference – you will deepen it in the next round!



thanks for the attention & on in the practice!

Matthias Hoelkeskamp [email protected]

brand steering wheel & copy-strategy in the everyday communication & marketing...

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