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account planning

Behaviour change as Value proposition

Strategy Talk
 

SxSW 2013: Behavior Change as Value Proposition by Chris Risdon

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October 18, 2013 spark ideas Tagged account planning, behaviour, bj fogg, change, chris risdon, merkstrateeg, merkstrategie, nudge, paula buit, positioneringsstrategie, strategy, sxsw 2013 Leave a comment

Top tips for being a great planner

Strategy Talk

Top tips for being a great planner :

1) LISTEN: Listen to your clients, listen to your account team, listen to your creative team. No one listens enough and yet all the answers and opportunities are there if you listen. Advertising people are notoriously bad at listening to clients and really hearing what they have to say. Creative people are not always just being defensive when telling you why they don’t accept the client’s view.

2) BE BRAVE: Tell people what you really think — what your heart tells you is true. Don’t be swayed by the intellectual arguments because they sound good, when you know deep down they are flawed.

3) ALWAYS BE GREAT: Never hear yourself say ‘that will do.’ Average work always starts somewhere. Make everything you do be the best it can be.

4) RELAX: Be comfortable with uncertainty and imprecision. Half formed ideas are the bread and butter of creativity. Don’t try to understand or grasp the whole too early. When working with creative people make sure there is space around ideas.

5) BE DIFFERENT: Always try things you haven’t done before. New ideas and insight are more likely to come when you are experimenting. Look for insights in unexpected places.

6) BE A TEAM PLAYER: Recognize that developing creative ideas is a team process. It is not just down to the planner and the creative team. Involve people. Seek lots of opinions as this will help feed your imagination and increase the chances of success.

7) HONESTY: Tell your creative team the truth. Tell it to them straight and make sure they hear it from you and not anyone else. Tell them as soon as you walk back to the agency. If they are not there leave a note and go back later.

8) FAMILIAR FACE: Get to know your creative team. Don’t only turn up for meetings. Pop in and see how they are doing. Tell them something you have thoughts about that could be useful.

9) BE VISUAL: We live in a world that is over loaded with information. Make your mantra to be a picture can say 1000 words. Use images, videos and pictures to express feelings and emotions. After all, as planners, you work in the creative industry.

10) MAKE IT FUN: We all learn through experience and being involved. Find ways to involve your account team, your client and your creative team. Work should be fun. The best work comes more easily when it is fun.

Source: Account Planning Group -Vanella Jackson

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July 5, 2012 spark ideas Tagged account planning, APG, brand, branding, creativity, merk, merkstrateeg, merkstrategie, paula buit, planner, positioneringsstrategie, strategy, vanella jackson Leave a comment

Behavioural Economics for Marketing

Strategy Talk

Principles of Behavioural Economics for Marketing. A nice summary.

 

Behavioral economics for marketing _ SparkIdeas.nl

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June 4, 2012 spark ideas Tagged account planning, behavioural economics, cialdini, creativity, ideas, innovation, insights, marketing, paula buit, principles, strateeg 1 Comment

A Model for 24/7 Marketing on Social Media

Strategy Talk

Great presentation on framework about 8 ways social media can be used as a 24/7 marketing tool. With many examples and nice thoughts. Underneath you will see the mentioned model.

Socialmedia 247

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July 7, 2011July 7, 2011 spark ideas Tagged 24/7 marketing on social media, account planning, business, de lange, framework, hyves, ingmar, ingmar de lange, innovation, model, mountview, planning, sparkideas.nl, strategy, strategy talk Leave a comment

Context – Brand analysis

Strategy Talk

Context analysis

Brand analysis

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March 29, 2011March 29, 2011 spark ideas Tagged account planning, analysis, brand, consumers, context, essence, model, promise, proof, spark ideas, stakeholders, strategy, tool, workshop Leave a comment

Brand Key

Strategy Talk

Brand Key

How to capture the essence of a brand?
The Brand Key model can be a useful aid. A brand is not what you (the advertiser) say it is, it is what the consumers say it is. But, a clear brand identity will help you to get the right values across to your target group. It revolves around a key benefit, the essence, that helps your product or service stand apart from competition and which is relevant and important to the customer.

Apple = Innovation
Disney = Family Fun Entertainment

It will guide all further communication activities as this is the heart of your brand. The way you talk to your customers with what kind of messages etc.

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March 29, 2011June 30, 2011 spark ideas Tagged account planning, brand, brand key, communication, core, essence, model, spark ideas, strategy, tools Leave a comment

Flip the Funnel

Strategy Talk

The New Integration: The Traditional Funnel meets The Flipped Funnel

“Flip the Funnel: How to use existing customers to gain new ones,” there is a sweet spot when the Flipped Funnel meets the Traditional Funnel.

By creating an “AND” as opposed to an “OR” approach to customer experience, social media, social CRM and word-of-mouth, businesses and brands have a unique opportunity to build and grow both their customer and revenue base over time, without necessarily needing to increase their marketing budgets in the process. Find out more at www.flipthefunnelnow.com

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March 29, 2011 spark ideas Tagged account planning, brand communication, brands, flip, funnel, jaffejuice, joseph jaffe, model, paula buit, spark ideas, strategy, strategy talk, tools Leave a comment

Masterclass Brand Strategy

Strategy Talk


by Idris Mootee an authority in strategic Innovation

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March 28, 2011 spark ideas Tagged account planning, advertising, brandbuilding, branding, communication, design thinking, differentiate, innovation, interface, marketing, paula buit, social media, spark ideas Leave a comment

Involvement grid

Strategy Talk

Think vs. Feel

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March 28, 2011 spark ideas Tagged account planning, affective, feel, habitual, high involvement, informative, low involvement, models, paula buit, satisfaction, spark ideas, strategy, think, tools Leave a comment

The Brand Gap

Strategy Talk

Great presentation on branding by Marty Neumeier

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March 28, 2011 spark ideas Tagged account planning, bigthink, brand-building, branding, charismatic, design, paula buit, products, spark ideas, strategy Leave a comment

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