Published on February 16, 2014
A long time ago in a galaxy far, far away…
I am my area of expertise is planning
creative planners’ this is playground
Identify the consumers of most interest and profile them… User new same New to brand Uber Users Needs Virgins …Audit their entire decision making process and identify critical touchpoints ‘Hey, look at this…” “I think I need…” New Uses new Determine channels to deliver communication task Translate desired response into communication task Educate, Share, Advocate Paid Earned Owned. Media Confirm, Believe, Surprise Reward, Reveal, Encourage …Determine the critical stages where recruitment/attrition …Define and describe the desired response necessary factors are occurring across the purchase journey … to achieve recruitment/prevent attrition by critical stage ‘That sounds interesting’ ‘Now I’ve heard of you’ ‘I made the right choice’ ‘What a good idea’ ‘You never guess what’ ‘Really’ ‘I want to be involved’ ‘That’s great for us’ customer connection …Identify the most important recruitment/attrition factors and reasons… this iscomms. planners’ thing
IA & UX seamless information flow
The “target” goes hybrid online-offline consumption Courtesy of Adaptive Path
The “target” goes multi sensorial Courtesy of Adaptive Path
The “target” is shaping his own comms ecosystem Courtesy of Adaptive Path
organic, liquid, metamorphic
more than great experience
Getting the story through
Getting the story through we need joint forces creative story deployment comms rigor UX/IA flow
We need a new breed of Able to provide a Planning Jedi CLEAR UNIFYING VISION
Planning Jedi Able to undestand “…brief & inspire creative teams, media buying teams and dev. teams upon delivering BRAND EXPERIENCES
Planning Jedi Able to undestand “how the stimulus of a TV ad interacts with the [digital] programming around it, the situation in which it's seen, and the psychological state of the viewer” Nick Hirst associate planning director @Dare
Pls, welcome the a master of the three main communication disciplines that’s a real JEDI
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