Working as a Team
In brand media planning, it is important to ensure media planners and communication planners work together for success. A media planner is reaching the right people at the right time, as I discussed in my "Work out With Your Consumers" post. A communications planner is different, they focus on how to influence people. The two need to work together since both roles are important for successfully reaching consumers in the new ways of marketing. |
A New & Improved Way to Connect
As Antony Young writes in his book Brand Media Strategy: Integrated Communications Planning in the Digital Era, "an important part of influencing is to understand how the group you are trying to connect with thinks, behaves and lives their lives." In the old ways of marketing, statistics and numbers on consumers were of high importance. Now though, you may have all of these numbers but does this allow you to connect to consumers any differently than your competitors? Seeing consumers as individuals is beneficial to establishing a relationship of consumer to company. Young also says "To have insight, the communications planner needs to be the consumer's best friend." |
Big Lots! Pets & How They Did It
Big Lots! released a comical but highly relatable ad regarding their stock of pet supplies. Big Lots! took on this idea of knowing how most pet owners interact with pets. How many people do you know who treat their pets as people? In their ad, two improv comedians sat down with animals for a 'focus group' on the Big Lots! pet products. They made the ad funny and connect with how these consumers behave in regards to their own pets. I can tell this company was conscious of what they were portraying. I can assume the Big Lots! marketers took their own experiences and knowledge of people with pets as opposed to just using numbers or stats on consumers.
Check the ad out here:http://www.biglots.com/d/pets
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