Download - Prezentare Masterplan 2007
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09 octombrie 2007
Planning & Research: INTRO
Stefan Stroe, Starcom
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Stefan Stroe, Starcom Romania
Cercetarea in Planning
“Adevarurile” despre consumatorul anonim inspira un planner sa scrie lucruri destepte si il tin cu picioarele pe pamant.
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Stefan Stroe, Starcom Romania
Cercetarea in Planning
PLUSURI
+MINUSURI
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Stefan Stroe, Starcom Romania
PLUSURI
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Stefan Stroe, Starcom Romania
1. Avem sanse mai mari sa aflam cui ne adresam de fapt
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Stefan Stroe, Starcom Romania
La APG Creative Planning Awards castiga numai campanii care au aflat lucruri spectaculoase despre consumatori.
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Stefan Stroe, Starcom Romania
2. Cresc sansele de a descoperi insighturi
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Stefan Stroe, Starcom Romania
3. Sustine dezvoltarea unor ramuri noi ale planingului
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Ex.: Extinderea oportunitatilor de contact prin studierea directa a consumatorilor: Starcom, IPA TouchPoints, TROI
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Stefan Stroe, Starcom Romania
4. Nu exista metodologii universale
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Caci am ramane fara job.
“There is no standard programme of research which will fit all needs” (Testing to destruction)
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Stefan Stroe, Starcom Romania
5. Furnizeaza indicii asupra solutiilor de influentare a audientei
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Propozitii noi.Modalitati de contact noi.Extra-beneficii. Alt tone of voice.
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Stefan Stroe, Starcom Romania
MINUSURI
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Stefan Stroe, Starcom Romania
1. Cercetarea cantitativa creeaza dependenta
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Stefan Stroe, Starcom Romania–
Cifrele devin un substituent al intelepciunii si curajului decizional.
Retetele f. periculoase: modelarea de marketing, pretestarea spoturilor TV. *
* A se consuma cu moderatie
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Stefan Stroe, Starcom Romania
2. Discutiie cu oamenii sunt inlocuite adesea de judecati si prejudecati personale/colective
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Brand Manager: “Va invitam astazi la un brainstorming, sa GENERAM INSIGHTURI”.
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Stefan Stroe, Starcom Romania
3. Grupurile-tinta din Client Brief defavorizeaza cercetarea de profunzime pe sub-segmente
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Presiunea obiectivelor de vanzari determina grupuri-tinta largi, cu potential maxim de business.
“Early adopters” si “Innovators” devin personaje de poveste.
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Stefan Stroe, Starcom Romania
Concluzii-cheie: Cercetarea in planning
Creste eficacitatea strategiei de contact si de comunicare
Construieste mai usor studii de caz in planning
Este primul fel de mancare al unul planner
Este un mijloc, nu un scop al strategic planningului
Trebuie considerata “o opinie a unui planner”, nu litera de lege
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Stefan Stroe, Starcom Romania
O veste buna pentru wanna-be’s
Nici pana acum nu s-a cazut 100% de acord cum functioneza publicitatea.
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Stefan Stroe, Starcom Romania
Mai e loc.
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09 octombrie 2007
Multumesc.
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Stefan Stroe, Starcom Romania
Astazi la vorbitor
Sorin Psatta Cat de planificata este (ori trebuie sa fie) planificarea
comunicarii?”
Dan Petre “De ce imi place sa lucrez cu planner-ul”
Elena Ionita “Wash&Go: Mum gets it again - P&G case study, APG Creative
Strategy Awards 2007 shortlist”