Comments on: Help us create the New Planning Toolkit at Planningness. http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/ Using marketing to do things for people: Marketing As A Service. Wed, 14 Jul 2010 20:42:03 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: uberVU - social comments http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21752 uberVU - social comments Fri, 05 Feb 2010 14:48:57 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21752 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by plnnrz: Help us create the New Planning Toolkit at Planningness.: Image via: http://www.flickr.com/photos/the_amanda/ .. http://bit.ly/akAI9... Social comments and analytics for this post…

This post was mentioned on Twitter by plnnrz: Help us create the New Planning Toolkit at Planningness.:
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]]> By: Karlo S http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21187 Karlo S Wed, 21 Oct 2009 13:54:16 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21187 I figured the only way for a planner to change things around, would be to become a sort of "renaissance man" of advertising. The brand problem is too big for us to be only partially introduced to basic concepts of various disciplines! While talking to my Media Director, I realized a sudden potential for this brand I worked on, and it came from "nowhere"... So, the planner needs to change herself first.<br><br>I am unsure of its actual value, but I can see a valid reasoning behind the "tool kit" idea. Actually, having been exposed to an overwhelming amount of real-world field research practice, I figured that our planning process is necessarily going to be deduced in order to be transformed into a creative brief. Now, the problem for the most part is that the research methods are still done in a relatively "old" and familiar way, as it is the only way we can financially "justify" time spent on research to our clients. The closer I got to an individual in my target group, the less I knew what her motivation was. And I thought: "OMG!" It's almost as if it's better to presuppose or even stereotype some sort of "culturally" or perhaps "ideologically" shaped "truths", and then base the entire "planner's story" on it.<br>What I'm saying is that "quantifiable" research methods (interviews, etc,) are becoming increasingly more obsolete, and that by merely looking at behavioral patterns is a better way to "truths" than talking to people about things. Herein lies the planners trap: we still have to do research to prove that what we're coming to theoretically also stands in practice. We need new research methods. I figured the only way for a planner to change things around, would be to become a sort of “renaissance man” of advertising. The brand problem is too big for us to be only partially introduced to basic concepts of various disciplines! While talking to my Media Director, I realized a sudden potential for this brand I worked on, and it came from “nowhere”… So, the planner needs to change herself first.

I am unsure of its actual value, but I can see a valid reasoning behind the “tool kit” idea. Actually, having been exposed to an overwhelming amount of real-world field research practice, I figured that our planning process is necessarily going to be deduced in order to be transformed into a creative brief. Now, the problem for the most part is that the research methods are still done in a relatively “old” and familiar way, as it is the only way we can financially “justify” time spent on research to our clients. The closer I got to an individual in my target group, the less I knew what her motivation was. And I thought: “OMG!” It's almost as if it's better to presuppose or even stereotype some sort of “culturally” or perhaps “ideologically” shaped “truths”, and then base the entire “planner's story” on it.
What I'm saying is that “quantifiable” research methods (interviews, etc,) are becoming increasingly more obsolete, and that by merely looking at behavioral patterns is a better way to “truths” than talking to people about things. Herein lies the planners trap: we still have to do research to prove that what we're coming to theoretically also stands in practice. We need new research methods.

]]> By: tytobrian http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21146 tytobrian Wed, 14 Oct 2009 20:18:19 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21146 travel conflicts make the "planningness" conf a no-go; thanks for extending it from a "conf" to a "convo". don't have prescriptives for the "new" toolkit - in fact, its phrasing seems very old school i.e., "fresher" insights & whiter whites" --- but key themes any tools should emphasize -- continuity, discussion, listening, receptivity, "the loop", range and lived practice. Seriously, it all gets back to some of the original motivations re: planning and strategy for brands -- how do people make sense of a world of goods and services? travel conflicts make the “planningness” conf a no-go; thanks for extending it from a “conf” to a “convo”. don't have prescriptives for the “new” toolkit – in fact, its phrasing seems very old school i.e., “fresher” insights & whiter whites” — but key themes any tools should emphasize — continuity, discussion, listening, receptivity, “the loop”, range and lived practice. Seriously, it all gets back to some of the original motivations re: planning and strategy for brands — how do people make sense of a world of goods and services?

]]> By: Matthew Scott http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21130 Matthew Scott Tue, 13 Oct 2009 19:36:35 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21130 well, simply here to say: Look forward to what you guys come up with in the workshop! Cuz so far all I can come up with its a workaround; single sheet creative brief from loads of research + lots conversation with people in your team. Safe to say its a flaaaawwwwed way to get it done. And of course doesnt take into account anything outside of good old ATL campaign-jobs well, simply here to say: Look forward to what you guys come up with in the workshop! Cuz so far all I can come up with its a workaround; single sheet creative brief from loads of research + lots conversation with people in your team. Safe to say its a flaaaawwwwed way to get it done. And of course doesnt take into account anything outside of good old ATL campaign-jobs

]]> By: Lachlan http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21115 Lachlan Tue, 13 Oct 2009 13:09:01 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21115 Hey Adrian- I still quite like the very simple change to briefing that we started to try out at Fallon when we split it more or less in two: The first half being a business context and reason/purpose for doing something (the 'contract' if you like), that was agreed by everyone. Creative ways to answer that business need were what we were signing-up to, not an advertising message...<br><br>The rest of the brief that would traditionally be the focus of agreement (about all the more limiting, advertising based things like "message" and key RTBs etc), was then treated more as a stimulus area to kick start the conversation and thinking: with the most interesting insights, thoughts, ideas, facts, tools etc that the planner had identified as starting points for answering the need outlined for the business. Hey Adrian- I still quite like the very simple change to briefing that we started to try out at Fallon when we split it more or less in two: The first half being a business context and reason/purpose for doing something (the 'contract' if you like), that was agreed by everyone. Creative ways to answer that business need were what we were signing-up to, not an advertising message…

The rest of the brief that would traditionally be the focus of agreement (about all the more limiting, advertising based things like “message” and key RTBs etc), was then treated more as a stimulus area to kick start the conversation and thinking: with the most interesting insights, thoughts, ideas, facts, tools etc that the planner had identified as starting points for answering the need outlined for the business.

]]> By: e-Strategy Internet Marketing Blog http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21105 e-Strategy Internet Marketing Blog Mon, 12 Oct 2009 11:03:03 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21105 <strong>Minnesota Monday – Communications Bloggers Posts From Last Week...</strong> Interesting posts from Minnesota commmunications bloggers for the week ending 10/10/09. ...... Minnesota Monday – Communications Bloggers Posts From Last Week…

Interesting posts from Minnesota commmunications bloggers for the week ending 10/10/09.
……

]]> By: Sarah Saline http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21096 Sarah Saline Sun, 11 Oct 2009 00:14:48 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21096 The whole standard for evaluation needs to be re-thought. It's based on black-and-white "do people understand and act on the message of our brand?" when today the most vibrant brands are the ones that let people play with them. We need to figure out how to look at people playing with a brand as a characteristic of success.<br><br>Can't make it next week but I fully expect a revolutionized planning industry before November. How's that for a timeline? ;) The whole standard for evaluation needs to be re-thought. It's based on black-and-white “do people understand and act on the message of our brand?” when today the most vibrant brands are the ones that let people play with them. We need to figure out how to look at people playing with a brand as a characteristic of success.

Can't make it next week but I fully expect a revolutionized planning industry before November. How's that for a timeline? ;)

]]> By: Aki Spicer http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21094 Aki Spicer Sat, 10 Oct 2009 19:27:02 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21094 -The Reasearch...is predominately led by "ask" research rather than "listen" research which outlines how people already behave and suggests what people want to use.<br>-The Brief...currently demands clarity about "what message we should say" about the brand...this is all but useless in digital ideation as it doesn't help outline consumer context, technology behaviours/expectations, the opportunities to add value to their lives, the results metrics beyond "awareness" or "recall"...<br><br>which influences<br>-Platform Ideation. Agreed on the point suggested about "campaign vs commitment" or the "launch and leave" expectation of marketing. Most of our web ideas are abandoned just at the stage where you're learning about what users want and can optimize...cuz we're in "campaign" mode where big fireworks results are supposed to happen the day after launch or the idea is deemed "failure". Platform Ideation then dictates<br>-Calendar <br>-Budgets<br>Maybe we don't need a "new" idea every quarter, maybe we should bolster good Platform Ideas that live on past a few weeks.<br><br>unfortunately, i won't be able to attend now, but look forward to the dialog on the web -The Reasearch…is predominately led by “ask” research rather than “listen” research which outlines how people already behave and suggests what people want to use.
-The Brief…currently demands clarity about “what message we should say” about the brand…this is all but useless in digital ideation as it doesn't help outline consumer context, technology behaviours/expectations, the opportunities to add value to their lives, the results metrics beyond “awareness” or “recall”…

which influences
-Platform Ideation. Agreed on the point suggested about “campaign vs commitment” or the “launch and leave” expectation of marketing. Most of our web ideas are abandoned just at the stage where you're learning about what users want and can optimize…cuz we're in “campaign” mode where big fireworks results are supposed to happen the day after launch or the idea is deemed “failure”. Platform Ideation then dictates
-Calendar
-Budgets
Maybe we don't need a “new” idea every quarter, maybe we should bolster good Platform Ideas that live on past a few weeks.

unfortunately, i won't be able to attend now, but look forward to the dialog on the web

]]> By: Russ Hopkinson http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21090 Russ Hopkinson Fri, 09 Oct 2009 07:43:01 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21090 Your brand isn't what you say it is, it is what your customer say it is. In this spirit it feel like a brand ellipse is only helpful when accompanied by some sort of a gap analysis maybe done with the help of a social listening platform. <br><br>The campaign launch and leave model does not work with social media. As a result digital marketing is too front heavy because it is still based on the old model of "everything has to be perfect when this prints/airs". Instead I think there needs to be more flexibility built in. Planners need to plan for change and plan for public reaction. Not sure if this is scenario planning or rapid feedback post launch.<br><br>Battery is dying I will bring more thoughts next week. Your brand isn't what you say it is, it is what your customer say it is. In this spirit it feel like a brand ellipse is only helpful when accompanied by some sort of a gap analysis maybe done with the help of a social listening platform.

The campaign launch and leave model does not work with social media. As a result digital marketing is too front heavy because it is still based on the old model of “everything has to be perfect when this prints/airs”. Instead I think there needs to be more flexibility built in. Planners need to plan for change and plan for public reaction. Not sure if this is scenario planning or rapid feedback post launch.

Battery is dying I will bring more thoughts next week.

]]> By: Tim Burley http://www.zeusjones.com/blog/2009/help-us-create-the-new-planning-toolkit-at-planningness/comment-page-1/#comment-21085 Tim Burley Fri, 09 Oct 2009 02:37:29 +0000 http://www.zeusjones.com/blog/?p=1715#comment-21085 Good luck, hope to contribute, looking forward to the outcome. Good luck, hope to contribute, looking forward to the outcome.

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