奥美培训Tips for Success

,“TipsforSuccess”WhatOgilvyitsaconsensusbuilder.Inuse,theresarealsenseofanticipationoftakingpartinmakingacreamyconcoctionthatsays“Oingup”(ShowaDoveJeanShyandChina),3.PositionYourBrandForOptimalResults,HowthisTiphelpedPull-UpsintheU.S.:Pull-UpswaslaunchedasthefirsttoilettrainingpantintheU.S.in1990.Thebrandwastheanswertoaconsumerneedforadiaperthathelpstransitiontoddlersfromdiaperstounderwear.Consumerstoldusatrainingpantshould:bedisposablecontainlikediapersgoonandofflikeunderwearlookandfeellikeunderwearprovideapant-likefit,3.PositionYourBrandForOptimalResults,HowthisTiphelpedPull-UpsintheU.S.(cont):ProductfeatureswillalwaysbeimportantbutitwasequallycrucialthatkidsfeltgreataboutwearingPull-Ups.ThisemotionalbenefitwascentraltoourBrandPrint.,3.PositionYourBrandForOptimalResults,TheessenceofPull-Upsisthesesevenwords:“Mommy,watch!LookwhatIcando!”Pull-Upsisaboutthejoyofdiscoveryandtheexpectationofapplause.ThebrandlivesinallthelittlemilestoneswemarkasbabiesturnintoBigKids:allthemomentswhenDaddydidnthavehiscamera,andallthetimeswhenIshowMommyWhatICanDobyMyself.Pull-UpskidsareImportantCitizensintheirfamily.Pull-Upskidswanttobe“Big”anddowell.Andwhentheydo,thatmakesparentsfeelbig,too.“Mommy,Watch!Arentyouproud?”Yes,shesveryproud.(ShowPull-UpsUK“Somersault”andPampersTrainerslaunchU.K.spot),ThePull-UpsBrandPrint,3.PositionYourBrandForOptimalResults,Tip:Positionyourbrandtogrowtheoverallbusinessandavoidcannibalizingyourexistingconsumerfranchise.InAsia,P&GlaunchedPampersUnitocounterthesuccessofKimbiesinmarketswithlowdisposablediaperpenetration.P&GshopewastouseUnitogainafootholdinthefast-growingeconomysegment,whilePampersprosperedinthepremiumsegment.,3.PositionYourBrandForOptimalResults,PampersUniwaslaunchedasalowerpricedalternativetopremiumdiapers.ThisimmediatelycannibalizedPamperspremiumdiapersales.ConsumerstradeddownfromPampersmainbrandtoPampersUni.Kimbiesenteredthemarketasthebetteralternativetocloth“Thedrynessofdisposable,thecomfortofcloth”.Thisconvertedclothusers(whichrepresentedthegreatestvolumeopportunity).(ShowPampersUniHongKongspot),3.PositionYourBrandForOptimalResults,Tip:Eveniftimeisshort,taketimetowriteacompellingbriefandyouwillsavetimelater.InvolveyourlocalK-Cclientintheprocess,sothatyouhavecommonexpectationsofcreativework.,4.MakeYourAdvertisingAsCompellingAsItCanBe,Tip:Advertisingfocusingonvisuallydistinctiveproductfeaturesisproventobethemostpersuasive.ThefirstwingedpantilinerintroducedintheU.S.wasaKotexLightdaysliner.Advertisingfocusedsingle-mindedlyonthewingsandthe“staysinplace”consumerbenefit.KotexNaturalCurvedTamponwaslaunchedbydemonstratingitsuniquecurvedshapecomparedtotraditionaltampons.(Show“Shifty”spot,NaturalCurvedprintad),4.MakeYourAdvertisingAsCompellingAsItCanBe,Tip:Advertisingthatfeaturessensitiveproductsinanononsensewaycanbeperceivedtobehighlyempathetic.TheAustralianadvertisingforKotexCurvedshowswomendiscussingandhandlingaCurvedpadinaverynaturalway.(ShowKotex“Mum”)KotexDaysTamponswerelaunchedinArgentinausingsimplelanguageandcomputergraphicstodemonstratehowatamponworks.(ShowDaysTampon)DutchDependadvertisingexplainsthesymptomsofincontinenceandlossofbladdercontrolinasupportive,educativemanner.Thishasbroughtadultincontinence“outofthecloset”inHolland.(ShowDutch:60DirectTVspot),4.MakeYourAdvertisingAsCompellingAsItCanBe,Tip:Developanadvertisingcampaignsothatyoubuildyourbrandbeyondthelaunchphaseandmaximizeefficiency.Thesequestionshelpdistinguishbetweenone-offexecutionsandenduringcampaigns:whatisthecreativeidea?couldtheadbuildauniquebrand“personality”overtime?cananewlineextensionorproductimprovementbeadvertisedinthesameformat?doesitfeaturefunctionalproductbenefitswhilereinforcingbrandvalues?,4.MakeYourAdvertisingAsCompellingAsItCanBe,HowthisTiphashelpeduscreatesuccessforPull-Ups:ThePull-Ups“BigKid”TVcampaignhelpedestablishthetrainingpantcategoryinNorthAmericain1989.“BigKidness”hasbecomesopowerfulandsoidentifiedwiththePull-UpsbrandthatP&Ghasstillnotbeenabletomakeinroadsintothecategory.Infact,in3rdQuarter1996WalmartdroppedthePampersTrainersbrandfromdistribution.(showPull-UpsU.S.“Trike”andGraiilspot),4.MakeYourAdvertisingAsCompellingAsItCanBe,Tip:Whenusedwithasmuchconsiderationasadvertising,mediacanbeacrucialfactorinsuccessfulBrandbuilding.StrategicFundamentals:Knowyourconsumer,andhowsheconsumesmediaaswellashowsheconsumesyourproducti.e.,ifsheisaworkingmother,shemaybemosteffectivelybereachedviaprime-timeTV(evening)ormagazines.Knowyourcompetitor.Whatdoesittaketobreakthroughtheclutterinyourcategory?,5.UseMediaForBrandbuilding,Ourkeycompetitor,P&G,hasusedconsistentmediaprinciplesglobally:linkspendinglevelstotargetsharewhenlaunchinganewproduct,spendatleastasmuchasthecategoryleaderconcentratemediafundsonproductnews,notsustainingadvertising.(ShowaPanteneShampoospot),5.UseMediaForBrandbuilding,Wheretostart:Beginthemediaplanprocessearly-alongwithcreativestrategy.Ensuretheagencyteamhasallrelevantconsumerandcompetitiveinformation.ConsideranidealBrandBuildingbudget.Ifitistoohigh,startoverandlookforsmarterwaystospendthemoney.,5.UseMediaForBrandbuilding,Setprioritiesandfindthesmartestwaytoachievethem:smallergeographyfewerweeks/higherlevelsshorter/smallerexecutionsmediaalliancescombinationofrelevantproductmessages(i.e.Huggiesdiapers,HuggiesBabyWipes)LookfornewwaystoreachtheconsumerwhereP&Gisnotownthosechannelsifyoucan!,5.UseMediaForBrandbuilding,Tip:Consideralternativemediaforsensitiveproducts(i.e.AdultIncontinenceproducts)andeducationaladvertisingmessages.ThelaunchofDependinTheNetherlandswasmademuchmoreeffectivelybydirectmarketingwhichenabledconsumerstocontactK-Cforinformationandsamples.(showDependdirectspot)ForPull-Ups,aproductwhichrequireseducationonacontinuousbasis,wedevelopeda“toolkit”ontoilettraining.,5.UseMediaForBrandbuilding,HowWeOwnTheDialogue,5.UseMediaForBrandbuilding,5.UseMediaForBrandbuilding,HowWeOwnTheDialogue,Tip:Iflocalretailisnottheidealdistributionchannel,think“OutsideTheBox”Nepia,oneoftheadultcareproductmanufacturersinAsia,haddifficultiesgainingdistributioninJapan.Theyhavestarted“directselling”throughpharmacies,simultaneouslyofferingameaningfulbenefittoconsumers.(ShowJapaneseNepiaspot),6.BeCreativeInProductDistribution,Tip:Placeyourbrandinstoreascloseaspossibletoyoursourceofbusiness.ManywomenwithalightbladdercontrolproblemcurrentlygototheFem-Careaisletopurchasemaxipads.IfPoisepadsareplaceddirectlynexttothemaxipads,consumersarelikelytoswitch.Note:Incontinenceproductsareusuallyplacedinthe“healthcare”sectionofthestore.Thisisnotalocationwomenarecomfortableshoppingin!,6.BeCreativeInProductDistribution,Tip:Lowpackcountsreduceabsolutepriceandacceleratetrialpurchase.Incountrieswithlowdisposableincomeandlowdiaperpenetration,clothuserscanbeconvertedbyofferinglowcountdiaperpackswhichareinitiallypurchasedfor“specialoccasions”(SouthAfrica,EasternEurope)P&Ghashadgreatsuccesswithsachetsofshampoo(Pantene)andtrialsizesoapbarsinemergingmarkets.ResearchinAustraliaindicatedthatPull-Upstrialratessignificantlyincreasewhencountsarelow,sothatthepackpriceisbelow10(Australian)Dollars.,7.MaximizeConsumerValue,Pull-UpsAustralianPricingStudy,7.MaximizeConsumerValue,Tip:Studythecompetition.Procter&Gambleisverypredictable.Followingbusinessproven,globalmarketingstrategies.Utilizingworldtechnologies(i.e.AlwaysDriWeavefilmcover).Capableofsourcingworldclassproducts.Dominatingthediaperandfem-carecategories(andenjoyingmassiveeconomiesofscale).Continuouslyinvestinginmarketingsupport.Readytodiscountheavilytoprotectbrandleadership.,8.KnowYourEnemy,KeyprinciplesofhowP&Gadvertise:1.HeavyweightLaunchandsupportproductsataspendinglevelequaltocurrentcategory(!)e.g.Whisper.2.UseadvertisingtoshowhowaconsumerneedismetVeryrationalfocus.(ShowWhisperJapaneseDri-Weavespot),8.KnowYourEnemy,3.UseprovenexecutionalformulaeRationalsupportProductdemonstrations(sidebyside)PresenterstalkingtocameraSliceoflife.ButP&Gisexperimenting.Moreemotion/humorUseofmusicAnattempttomakethesliceoflifeportrayalmorerealistic.(ShowCheerU.S.spot),8.KnowYourEnemy,KeyprinciplesofhowP&Goperatesinacompetitivecontext:1.CopytheclaimsmadebycompetitorsTrytoconfuseconsumers.Stopacompetitorfromestablishingaclearpositioning.Benefitfromhighexpenditure.Examples:Pampersnowemphasizesthethemeof“happybabies”intheendlinefortheiradvertising.(ShowPampersEuropeanspot),8.KnowYourEnemy,2.Theymoveveryquickly.PampersUltrathinwasdevelopedandlaunchedthreemonthsbeforethelaunchofHuggiesUltrathintopreemptK-Cslaunch.,8.KnowYourEnemy,Keyprincipleforbothproductsandadvertising:“Getitoutnow,correctitlater”.P&GintroducedPampersBabyDryandUltrathininlimitedsizesonlyandthenextendedthemthroughouttherange.Theywerebothlaunchedasrelativelypoorproductsbuthavebeenconstantlyimprovedsincetheirlaunch.PampersTrainerswerelaunchedasarelativelypoorproductinonesizeonlyjustbeforethelaunchofPull-Ups.Wehavealsoseenpoorlydubbedforeigncommercialswhichhavebeenputonairforthesakeofspeed.,8.KnowYourEnemy,Theymovequicklyinotherareastoo!R&D-provideveryfastandthoroughsupportforadvertisingclaimsanddemos.Legal-withinthreedaysofgoingonairinHollandafortypagelegalwritwassenttoK-CcomplainingabouteverythingfromwordingonthebackoftheHuggiespacktotheadvertising.,8.KnowYourEnemy,3.Theycreatetheperceptionthattheyareleadingthewayevenwhentheylagbehind.Unileverwerefirsttolaunchaliquiddetergent(Wisk)whichcouldbeintroducedtothewashingmachineviatheloadingdrawer.LiquidAriel,apoorerproduct,requiredadosingball.Theballwaslaunchedaspartoftheproductinnovationalthoughitwasactuallycoveringupaproductweakness.Wiskeventuallyhadtointroduceadosingballto“catchup”!,8.KnowYourEnemy,3.Theycreatetheperceptionthattheyareleadingthewayevenwhentheylagbehind(cont.)BreathableHuggiesSupremebeganshippingandadvertisingafullmonthbeforePampersPremiumsbreathablefeature.Nonetheless,PampersadvertisingclaimedthatPamperswas“thefirstandonlybreathablediaper”byaddingafootnotethatsaid“insizes1,2and3only”,sizesthatHuggieswasnotshippingforthreeweeks.Note:Thebusinesspressdidnottakekindlytothisapproach,announcingthatP&Gsinitiativewas“losingsteam”(WallStreetJournal,September25,1996),8.KnowYourEnemy,4.Theywilldenigrateanoldproductwhenlaunchingaproductimprovement.Tide-“FootCrush”5.Theyareveryaggressiveinclaimsmadeinadvertising.TheydisputeeveryclaimcompetitorsmakeWhentheyareallowedtoclaimsuperiority,theymakethemostofitExample:“Driestnappyeverforthedriest,happiestbabies”.(Europe),8.KnowYourEnemy,Iftheycannotstatesuperiority,theywillimplyitComparisonwithanotherPampersbrand(Phases)labeledincommercialsas“nextbestnappy”.Plusclaim“Fordrier,happierbabies”.Cleveruseoftestimonials.(ShowPampers“nextbestnappy”),8.KnowYourEnemy,Tip:Makecontingencyplanssothatyoucanrespondquicklywhencompetitorsretaliate.EvaluateprogramsTailormessagestoincorporatenewlearningDevelopcontingencyplanswhichcanbeimplementedwithimmediateeffectifcompetitorschallengeus,e.g.Huggies“Marathon”wasshotwithandwithoutreferencetoPampers.(ShowbothversionswithandwithoutPampersheadbands),9.Plan,Plan,Plan!,Tip:Whenyouconductresearch,rememberconsumersdontalwayssaywhattheyreallydo!Mothersalwaystellustheytoilettrainint