Brand Builder Workbook Chapter Eleven Message Windows II
Brand Builder Workbook Chapter Eleven Message Windows II Producing Your Campaign.
This Chapter… is here to help your team develop the right Message for your Brand put it in the right Message Window. This is the Home Stretch. Time to make final decisions and produce materials for The Pitch to your client.
Key Concepts: q Creative Message Development. q Brand Campaign & Selling Idea. q Message Windows II. q Message Production. q Prep for the Pitch.
Creative Message Development. q The Challenge – Be Clear and Clever. q Build a comprehensive list. Then your Marketing Calendar and Flow Chart. q Coordinate Team Talents. Remember… q Good Design = Communication. Good
Brand Campaign & Selling Idea. q Simply put, you need appropriate tactics that consistently deliver a core Selling Idea. q What’s a good Selling Idea? To repeat… q P&G sees “three principle variables. ” q Substance. q Credibility. q Provocative. q “A thought-provoking method of expression. ”
Message Windows IILook for uniquely effective opportunities. q q Maybe it’s media and maybe not… maybe it’s… q Experiential – an event tie-in q Social Media w. giveaways q In-Store/Shopper Marketing q A cool video posted on You. Tube. q Handouts near your location… complete with a Dancing Donut…
Message Production. q Organize your “Boxes of Crayons. ” q Brand Vocabulary. q Brand Visuals. q Build Your Brand Campaign.
Prep for The Pitch! q In general, your presentation should include: q Brand Background (brief but interesting). q Business Goals. q Target Description. q Message/Strategy Development. q Messages & Message Windows. q Marketing Calendar & Media Flow Chart. q And… lots of terrific-looking Mar. Com materials.
Worksheets: q Brand Visuals. q Brand Vocabulary II. q Event Development. q Press Release.
- Slides: 11