UNDERSTANDING THE ADVERTISING

PROCESS AND ITS DYNAMICS

CLIENTS EXPECTATIONS FROM ADVERTISING / AGENCY

BOLA AKINGBADE, FEBRUARY 2008

 THE MARKETING CONCEPT
MARKETING:
Establishment of “Customer
“Customer Needs”,
Needs”, and the special “Satisfaction
“Satisfaction”” of these
needs via branded and targeted “Value
“Value Propositions”
Propositions” designed to excite and
engage target customers and ultimately endear the brand to these customers …

… all in a “Commercial
“Commercial and Technical Process
Process”” managed to deliver optimal
profit for the Organization.

KEY IMPERATIVES ((that are usuallyy overlooked):

)
¾ Understanding Customer needs
… from the perspectives of ‘end – value aspirations’

¾ Needs Satisfaction
… from the perspective of the Customer

¾ Customer Engagement
… moving him from the position of ‘innocence’ to that of ‘Brand Ambassadors’
 UNDERSTANDING CUSTOMER NEEDS
… end – value aspirations
p perspective
p p

PRINCIPLE

– Customer Needs are not altogether driven by Functional

Benefits: or by linear combination(s) of “functional” and
“emotional” benefit deliverables;

– Rather, they are driven by end – value aspirations

aspirations;; the
underlying reason for the desire for particular types of
“Functional” and “Emotional” benefits.

… a statement reflecting
g “what the combined impact
p of
The functional and emotional benefits say about the
customer” SELF EXPRESSIVE BENEFIT
 THE SYNOVATE (formerly CENSYDIAM)
DISTILLATION
Extroverted
(active / unrestrained personality trait)

I WE
(more (more pluralistic
individualistic contexts)
contexts)

Introverted
(
(more controlled
t ll d personality
lit ttrait)
it)
Notes::
Notes

1. Examples, NOT exact needs in all situations; although very much illustrative of the of the
nature of ‘Customer Needs’ that are driven by “end – value aspirations” within each quadrant
quadrant.

2. Exact description of Customer Needs should be ideally established via professional

Qualitative Research along the lines established by the SYNOVATE (Censydiam) model.
NEEDS SATISFACTION (from Customer Perspective)

1. REMEMBER …
… Needs are satisfied when the offering (value proposition)
succeeds in inducing statements that are consistent with the
‘end – value’ aspirations of the Customer …
… clearly better than competitive alternatives can!

2. MAKING IT HAPPEN
P f
Professional
i ld
determination
t i ti andd characterization
h t i ti off customer
t needs
d
across various segments within the market;
Value proposition development
a. Hypothesis developments for
Products & Services
Pack formats & Pack sizes
Price levels
Affinity
y Drivers
Loyalty Drivers
Lifestyle Promotion Drivers
NEEDS SATISFACTION (from Customer Perspective)
cont’d
cont d

b Hypothesis testing (checking the extent to

b.
which draft propositions meet customer
aspirations)

c. Hypothesis Reviews / Validation

Appropriate Value Proposition for target customer

IMPORTANCE OF THE VALUE PROPOSITION
The Value Proposition defines the relevance of the brand to the target
customer

Without it, the brand:

– Has no platform for establishing a credible ‘Reason for Being’ and
– No Standpoint from which it can speak

It helps to establish the framework for making a difference in the ability of

the brand in meeting the established needs of the Customer…

… Necessary for managing Customer connection program initiatives in ways

That can be strongly linked to the Brand truly Branded
E
Experiences
i that
h are exciting,
ii engaging
i and
d endearing.
d i
 AGENCY INVOLVEMENT
Should NOT start taking place BEFORE sharing the Brand Value
Proposition with the AGENCY.

‘SHARING’ means taking the Agency through it all.

BEST to SHARE at the point of reviewing the RESULTS of the

QUALITATIVE RESEARCH RESULTS – To reach the same
conclusions on the nature of customer needs by
y segment.
g

PURPOSE IS TO:
– Ensure Excellent Agency understanding of the basis for the components
of the proposed Value Proposition

– Facilitate Excellent CREATIVITY in the COMMUNICATION of the

Proposition to the Customer.
 KEY OUTPUTS OF AGENCY INVOLVEMENT
1) CONNECTING BRAND ESSENCE WITH CONSUMER NEEDS

BRAND
BRAND PURPOSE
(R’AISON D’ETRE)

BRAND ESSENCE

BRAND VALUES

WHAT TO SAY IN
VALUE PROPOSITION STATEMENT COMMUNICATING THE
VALUE PROPOSITION
CONSUMER INSIGHTS
((END – VALUE ASPIRATIONS))

NEEDS

REFERENCE CONSUMER

CONSUMER
 KEY OUTPUTS OF AGENCY INVOLVEMENT
2) FRAMEWORK FOR COMMUNICATION DEVELOPMENT

BRAND PROMISE

BRAND BRAND
SUBSTANTIATORS COMMUNICATION
(customer connection)

• Products & Services • What to say in

• Pricing / Price Levels Communicating g the Value
• Packaging / Pack Formats Proposition
• Presence • Relevant Contexts
y Builders
• Affinity • How to Say It (… to induce
• Lifestyle Shapers desired customer response
• Loyalty Reinforcers - end value aspiration)
 DEVELOPING THE MARKETING PLAN
Purpose of the Plan
– To establish what needs to happen in the process of satisfying the
Business Objectives from a Marketing Perspective.

Typical Business Objectives

A typical Marketing Plan must:
– Volumes i. Address each one of these issues;
– Revenue ii. Present the manner in which related
– Market Share targets can be realised;
– Brand Preference i. Outline risks / threats to the plan;
ii. Establish contingency plans to
– EBITDA Margin
manage the risks, should they
– EBITDA become a reality.
– PAT

The Winning Formula

• Insightful market knowledge (including opportunities for winning Revenue streams)
• Professional Value Proposition development
development.
• Excellent Customer connection via focused communication of the targeted Value Proposition
• Constant Collaboration with the Agency at every stage of the Process.
 THE MARKETING MIX CONNECTION
… Remember that an appropriate Value Proposition must revolve around the
significance and relevance of each of the elements of the Marketing Mix.

Products & Services

– What ‘Products & Services’ are needed / necessary to address Customer needs from a
functional – and emotional – benefit perspective.
– How can the ‘Products & Services’ be delivered in ways that can induce ‘Innovation –
Leader’ associations with the brand.

Product & Services Benefits Offered End-Value Associations

pirations
d Value

• Target Customer needs - What does it do for me? - What can it say about me?

• Product Design
g - How does it make me feel? - How credible can this be?
Asp
End

• Usage Manner & Time - What advantages vs - What heritage can it leverage
Competition? to support this?

- How consistently can the brand

make this happen?
Mandatories

State of Widespread Trial Adoption Affinity / Loyalty /

Innocence Customer Preference Brand
Interest Ambassador
 THE MARKETING MIX CONNECTION
Price (Revenue / Margin objectives)

- Economic profile of
Target Customers

- Optimal Price Levels Elasticity Profile

(to guarantee affordability)

- Volume, Value and Margin Cost Management /

Implications Efficiency Imperatives

- Long term sustainability

(+ Brand Image association
p )
vs. aspirations)

… ultimately, what value perception at proposed price amongst target audience

vs:

- Assessment of end – value associations with Product & Service;

- Competitive offerings.
 THE MARKETING MIX CONNECTION

Packaging / Pack Format / Pack Designs

Consistency with Presentation and Brand Content volume vs

established Usage Identity projections price - levels
context, Manner and Time (including Branding &
relevance / usefulness of
on--pack information
on

Value Perceptions
vs Competition

¾ attractiveness profile
¾ trial inducement potential
¾ personal - image promotion potential
¾ sustainability potential

Review
 MARKETING PLAN FRAMEWORK
– THE ‘STAR’ APPROACH
- Situation Analysis (Key Market Developments); Opportunities & Threats;
Strengths
g & Weaknesses; Key y Issues to address; Critical Success Factors.

- Tasks that need to be performed (Key Strategic Objectives; Key Imperatives

for Action).

- Action Needed to Address Tasks (Marketing – Mix – Led Actions that are on
Strategy) + Implementation.

- Results & Review (Performance Evaluation; Strategic Review; Change

Program).

… best if all steps are managed along with the Agency

 THE MARKETING MIX CONNECTION
Promotions – Mix
… communication of the Value Proposition to target customers in ways that will
¾ Excite / Induce Trial
¾ Engage the customer in relevant usage / customer connection occasions
(Adoption / Affinity)
¾ Endear the brand to the customer in all circumstances where Brand offering is
relevant (Loyalty / Preference)

Vehicles – Wheel of Total Communication

Role, Relevance,
Priority Strategy & Plans +
Priority, Role, Relevance,
Budget Allocation Events Priority, Strategy &
TV Plans + Budget
Allocation
Sponsorships Radio
Brand
B d
Merchandising / Street Offering
Level visibility Press

“ Sales
Promotion Outdoor “
“ Communication Policy & Strategy “
 Developing the Advertising Brief
P
Purpose off Advertising
Ad ti i
… To bring the Brand Value proposition to the unavoidable
attention of target customers through a suitable and most
appropriate combination of key components in the wheel of total
communication.

The Advertising Brief

Key Points:
i. The document should be BRIEF;
ii. It should be delivered in CONSUMER language; avoid the use of technical
words or anything that the Agency team will struggle to understand /
appreciate;
iii. Key Contents:
9 Reason for the Brief (simple sentence)
and should indicate the context under which the proposition needs to be
communicated + a recap of the proposition.
9 Key Communication Objectives (quantified and measurable)
9 Target Customers (+contexts under which the entire communication will be relevant
to the customer)
9 Key Campaign Message (what do you want to tell the target customer?)
9 Desired Customer Response (what should the Target Customer say in response
and why?)
 Developing the Advertising Brief
9 Creative Mandatories – this should be inspirational.
9 Relevant Media + Rationale
9 Budget (Production + Campaign Exposure costs)
9 Timelines

z The brief should be discussed at a meeting where Agency should

freely express views that can enrich the document ( … including
questions that can help the Client see other perspectives, if
necessary).

iv. Agency Response must:

9 Reflect their understanding of the task;
9 Demand Client agreement with this perspective

v. Progression to Creative proposals only when there is Client /

Agency agreement on TASK that Agency must perform.
CLIENTS’ EXPECTATIONS FROM ADVERTISING
Brand Equity Enhancement !!!!

Brand

Product &
Service Heritage Personality Symbols
Offering

• Awareness of the inherent • Awareness and • Distinct and Distinctive. • Identification signs & colours
benefits & appreciation of appreciation. that must be distinct.
it’s strength as a key • Must support Customer
substantiator
b t ti t off the
th • Should come across as end – value aspirations.
aspirations • Should
Sh ld iinduce
d iinstant
t t
Brand Value proposition a ‘Reason Why’ recognition of the brand
proposition & Brand • Must project admirable and its association with its
• Should fly off the shelf promise is credible. Identity. values even when brand
(trial and adoption). name is absent.
• Must underpinp the basis • Must endear the brand to
• Iconic associations of product association the Customer for this
with its iconic credentials. reason.

… customer appeal that is unending !!!

 CONCLUSION
1) ‘Client Companies’ must demonstrate excellent understanding of its
Market (Consumers, Products & Services, Competition & Regulation).

2) ‘A
‘Agency’
’ mustt demonstrate
d t t equall level
l l off knowledge.
k l d

3) Both parties must share knowledge on a regular basis to make this

happen.
pp

4) The best will come from the Agency when treated as a Strategic partner.

5) Client should PAY Agency WELL and ON TIME;

TIME; World class
professional service rendition IS NOT CHEAP. It requires massive
INVESTMENT IN SYSTEMS and RARE SKILL SETS.

6) Agency must give of their best and demonstrate clear EVIDENCE of use
of FEES in Systems and Skills – sets development.

7) Client / Agency relationship that is underpinned by mutual respect can

be most rewarding.
THANK YOU