Matt VanDykeMatt VanDyke Thoughts?. Homework Which specific strategic approach is best for Grandma’s Molasses?

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Presentation transcript:

Matt VanDykeMatt VanDyke Thoughts?

Homework Which specific strategic approach is best for Grandma’s Molasses?

“There is nothing worse than a sharp image of a fuzzy concept” -- Ansel Adams

“A problem well stated is a problem half solved”

A Problem Poorly Stated: “I am Blind”

May have a number of partsMay have a number of parts  Key Fact  Advertising Problem  Advertising Objective  Competition (related to problem)

More sales is too vacuousMore sales is too vacuous  Increase share?  Increase revenue per sale?  Attract a new audience?  Increase Loyalty?  Change the brand’s image?  Make it stand for something new?

Make itMake it  Big, bold, ambitious  But also concrete and measurable  “Increase usage of Cheerios among adult men by 35% in 12 months”

Make it SMARTMake it SMART  Specific  Measurable  Attainable  Relevant  Time-bound

Objective  Change IBM’s image with professionals from a computer company to a big-problems-solution, consulting company within two years.

May also have more partsMay also have more parts  Target consumer  Competition (related to consumer mindset)  Proposition (SMP) or benefit  Support

What does your bridge look like?What does your bridge look like?

Case Study The Right Hand Ring  Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.  Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.  Advertising Objective—Present new reasons to buy a diamond ring.

Target  Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).  Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!

Proposition and SupportProposition and Support  Proposition—The right hand ring because you have earned it.  Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21 st century version of women’s liberation (er, for rich women)

Celebrate You!Celebrate You!

I love me!I love me! “Raise your right hand”

Homework  Write a creative brief for Groupon  Objective?  Who?  What?  Why?

Upcoming Quiz 2/17Upcoming Quiz 2/17  10 questions (22 answers)  Short answer (50%)  MC  TF  85% class/15% book (62 pages+36 pages Newman)

Big Idea of the DayBig Idea of the Day