From Strategic planning to channel planning/ Daan Richard - Prophets

1. HYPE
Session: From strategic planning to
channel planning

2. 1. Who we are
2. What has happened?
3. How does that affect strategy planning?
4. What to do?
5. Tips & tricks
6. Let’s talk

3. THIS IS NOT A ONE
WAY STREET.

4. JACOB & DAAN
WHO WE ARE

5. Jacob
Schorer

6. Daan
Richard

7. WHAT HAS
HAPPENED?

9. “PEOPLE DON’T GO
ONLINE ANYMORE”

11. *(IOS APP / CODE:
UNLOCKPLACES)
https://vimeo.com/1128054
62

13. NO ONE CAN
ESCAPE

14. WHAT DOES
THAT MEAN
FOR
STRATEGIC
PLANNING?

15. STRATEGY IS NOT A
PHASE AT THE START
— The days when strategist would only be bothered with
the brand & campaign’s conceptual phase should be
over…
— If strategic planning in communication agencies is only
about the brand & the concepts, it will become obsolete

16. Strategic planning has to embrace
the full customer journey around a brand and product
to deliver communication & campaigns
that play a logical role
towards a bigger objective.

17. Orientatië Overweging Planning & buying Ervaring
Trigger
Considerations
Doing & Using
Painpoints
Trigger
Considerations
Doing & Using
Painpoints
,
Trigger
Considerations
Doing & Using
Painpoints
Trigger
Consideration
s
Doing & Using
Painpoints
,
“Gewild
maken”
“Makkelijk
maken”
“Besmettelijk
maken”
“Bekend
maken”

18. THE CONCEPT
OF
“A CONCEPT”

19. – W. Churchill
“However beautiful the
strategy, you should
occasionally look at the
results”

20. BRAND & MESSAGING
STRATEGY VS.
CHANNEL PLANNING
— We should be bothered with both…
— And since you can’t do and know it all…
— Strategic planning should be about connecting
expertises

21. © Mike Leys

27. IN BRIEF…
— Acquiring the expertise is one thing…
— If agencies continue to think in silos
— They’ll do exactly the opposite of what
their ‘raison d’être’ is: helping their clients
survive in times of fierce competition &
disruption

28. WHAT TO DO?

29. BREAK DOWN THE
WALLS
— Internally: Within agency & agency
partners
— Externally: Within your clients

30. INTERNALLY
BREAK DOWN THE
WALLS
Within the agency, you should be fighting for
a culture in which:
— You can argue with the creatives
— You can argue with the media planners
— You can shift budgets during a campaign

32. INTERNALLY
BREAK DOWN THE
WALLS
Within the agency, you should be fighting for
a culture in which:
— You can argue with the creatives
— You can argue with the media planners
— You can shift budgets during a campaign
— Revenue splits do not stand in the way of
the customer journey

33. AT THE SAME TIME -
‘KEEP IT SIMPLE’
At all times, be sure your client and your
collegues can follow what you do
- KPI reporting: basic! Max 3 KPI’s
- No jargon
- Be straight!

34. CAN WE TEST THE
CONCEPT?

35. EXTERNALLY
BREAK DOWN THE
WALLS
Within your clients, you should help:
— Fight the power of the IT department
— Help the people from MarCom talk to the people
from CRM talk to the people from PR talk to the
people from Client services talk to Sales talk to
…
— Help all of them to rethink their dogma’s
— Help you client to see what’s really happening in
our society

36. No better way to break
down walls
than with the hammer of
objectives

37. KPI’S VS. SMART
OBJECTIVE
— KPI’s are the way to define your SMART
objectives
— SMART Objectives are the changes you
want to see happening to your KPI’s.
— Under ONE central supra- objective

39. KPI’S
— Uncomplex
— Relevant
— Timely (meaning:
available)
— Instantly useful
— Maximum 3
OBJECTIVE
— Specific
— Measurable
— Achievable
— Relevant
— Time bound
— One supra objective

40. WHAT DO YOU
THINK?
— Increase in time on site of 20%
— Decrease in CPM of 50%
— CTR of twice the sector average
Can you really connect the
KPI’s with the Objective?
What can you DO with the information?

41. TIPS & TRICKS

42. If you’re supposed to
connect and analyse
expertise, you need more
than trust alone…

44. A BULLSHIT METER
— In order to:
— Setting expectations right (internally & externally)
— Helping to improve campaign results while running
— Report the real findings and lessons learned to clients to
really improve your work
— Cover your own ass

45. 1. ALWAYS
QUESTION THE
CLIENTS
NUMBERS

46. Flawed cause and effect reasoning: chicken or egg?

47. EXAMPLE 1
— “Our CRM approach has been
extremely successful. Thanks to better
profiling of our database, we have been
able to clean up our database
permanently while raising the CTR of
our premium clients to 40%.”

48. EXAMPLE 2
— “Our e-mailings are performing far
above average”

49. What are they looking at?

51. CTR is a better KPI than open rate. But still, beware!

52. EXAMPLE 3
— “Our segmentation & personalisation
works”

54. SO: QUESTION THE
NUMBERS
— Benchmarks
— Customer statistics
— Analytics
— Sales numbers
— Think logical
— And show the relativity

55. SOMETIMES A SCALE IS BETTER
THAN A NUMBER…
Results 2014
DELIVERY
OPEN
CTR
CTO
Min: 79% Best: 98,5%Av: 91,0%
21,5% 36,8%29,7%
2,7% 7,5%5,2%
7,1% 27,7%18,7%
x
x
x
x

56. 2. IS THE
CLIENT SURE
ABOUT WHAT
HE WANTS?

57. INNOVATION?

59. OUR JUST
ZEITGEIST?

62. “LET’S DO
SOMETHING ON
FACEBOOK”
— Conversation
— Traffic?
— Or views?

65. 3. CAN THE
CLIENT LIVE UP
TO HIS OWN
EXPECTATIONS
?

66. AND HOW ABOUT
MOBILE?
— Mobile website is key
— And this will only increase with the
latest Google update

67. 4. HOW WILL
YOU MEASURE
RESULTS?

70. IF YOU ALLOW PEOPLE
TO JUST LOOK AT CPM…
You’re will get the blame for the lack of activation

71. OR JUST CTR…
You will get the blame for attracting a bad
audience

72. SEGMENTATION
— Look into segments to make sure your
findings are actionable:
— Local
— Device
— Source
— Returning visitors

73. THAT WAS ALL.

74. THINKS YOU LIKED – OR
NOT?

75. LET’S
TALK.