Planning Process for Effective Marketing Communications
(Introduction to SPI's 'Symphony' Approach: Part 4 of 5)

Up till now, we've explained the strategic elements of marketing communications, the so-called "5W2H", as well as the following key steps:

1. Making a consensus of communication objectives by 5 classifications
2. Setting an appropriate target audience definition and profile
3. Understanding the brand's perceptions by the target audience
4. Confirming the 'value bond' between brand and target

In this article, we would like to explain a process which starts with idea generation and ends with the evaluation of scenarios.

The start of idea generation (extraction of 'keywords')

As explained previously, we already have available huge amounts of information and findings from background studies, market analysis, past experience and common sense, which is used as input into several formats.

Now, let's look at an example of 'triggers' for ideas in line with the 5W2H categories:

[Why?]

Objectives of marketing communications / Expected effects

Why consumers are buying the product/service

[To whom?]

Gender, age, values and lifestyle of target audience

History between target(s) and the brand/category

[When?]

Purchase and usage cycle of the brand/service

Times for when consumer interest rises (during a year / a month / a week / a day)

[Where?]

Strengths/weaknesses from a geographical viewpoint

Locations in which consumer interest rises toward the brand

[What?]

Strengths/weaknesses of the brand

What the brand (and competitors) has been communicating

[How?]

Brand personality/image

Brand value that meets the values of the target audience

[How much?]

Communications budget volume (against competitors)

Required budget/SOV to achieve business goals

The answers from these questions are still just 'facts', not yet 'ideas'. However, from this, we can probably pick up several 'keywords'. And while some of those may not directly reflect the final strategy, it is better to list up all of the keywords we can be considered.

Associations from 'keywords'

There are so many ways to generate ideas. But SPI utilizes a simple association method to expand the possibilities from each of the '5W2H' elements.

The words generated will be re-classified later. So, in fact, we don't have to limit the associations to just the original keywords from the '5W2H' categories. From our experience, we are able to achieve more than enough words from the second association. Also, it is more effective to do this work with several people participating.

For example, the image chart below is an association for 'when?' for the alcohol drinks category. We can get unexpected words from the keywords from the second association. And we can say that those all are 'potential concepts/elements of communication'. The example below is a word based association, but explanatory phrases/sentences can also be used.

This output may help inspire the creative people and media planners at the final execution planning stages. Therefore, this information should be recorded and shared with them.

Convergence and strategic scenario evaluation

As mentioned above, associative words are re-categorized into '5W2H', and from them we can generate numerous '5W2H' scenarios.
But one thing that needs to be consider is that '5W2H' is not always just a single scenario. This is natural taking account into that there are several objectives, target audiences, media and communication occasions that can be set. However, we have to settle on a 'main 5W2H scenario' to achieve the most important marketing objectives.

SPI's 'Message Scope' is a thinking framework to find/evaluate this main scenario.

By means of considering the '3Cs', that is, the consumer, the company and competitors, we can decide on the right direction for the main route of communication. In particular, we can clarify the 'what?' and 'how?' of '5W2H'.

This process of from idea generation to convergence is a key point of SPI's 'Symphony', which aims to create a balance of both right-brain and left-brain thinking. We adopt this approach flexibly and practically in accordance with the current market and client situation, as SPI facilities advertisers in the development of a logical and creative communication strategy.

In the next and final article of this series, we plan to explain the final outputs from the 'Symphony' process.

Author: Mr. Keiichi Ozawa, Director

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net