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    To Develop A Winning Pitch Strategy You Need

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    PRICOPANI
    Here is a hub mapping analysis for the single female pet owner persona: DAY-TO-DAY HUB: Veterinarian, friends with pets, local pet store employees EXPERT HUB: Veterinary blogs and websites, pet product reviewers on YouTube, animal behaviorists TARGET AUDIENCES: Other single pet owners (online forums), local dog parks and doggy daycares SOCIAL HUB: Friends on Facebook who post about their pets, Instagram pet influencers, local animal shelters and rescue organizations MEGA HUB: Celebrities who are vocal pet owners (Jennifer Aniston), pet food and product brands (Iams, Petco), Disney/Pixar animal movies (Lady

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    To Develop A Winning Pitch Strategy You Need

    Uploaded by

    PRICOPANI
    51 views22 pages
    Here is a hub mapping analysis for the single female pet owner persona: DAY-TO-DAY HUB: Veterinarian, friends with pets, local pet store employees EXPERT HUB: Veterinary blogs and websites, pet product reviewers on YouTube, animal behaviorists TARGET AUDIENCES: Other single pet owners (online forums), local dog parks and doggy daycares SOCIAL HUB: Friends on Facebook who post about their pets, Instagram pet influencers, local animal shelters and rescue organizations MEGA HUB: Celebrities who are vocal pet owners (Jennifer Aniston), pet food and product brands (Iams, Petco), Disney/Pixar animal movies (Lady

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    Here is a hub mapping analysis for the single female pet owner persona: DAY-TO-DAY HUB: Veterinarian, friends with pets, local pet store employees EXPERT HUB: Veterinary blogs and websites, pet product reviewers on YouTube, animal behaviorists TARGET AUDIENCES: Other single pet owners (online forums), local dog parks and doggy daycares SOCIAL HUB: Friends on Facebook who post about their pets, Instagram pet influencers, local animal shelters and rescue organizations MEGA HUB: Celebrities who are vocal pet owners (Jennifer Aniston), pet food and product brands (Iams, Petco), Disney/Pixar animal movies (Lady

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    51 views22 pages

    To Develop A Winning Pitch Strategy You Need

    Uploaded by

    PRICOPANI
    Here is a hub mapping analysis for the single female pet owner persona: DAY-TO-DAY HUB: Veterinarian, friends with pets, local pet store employees EXPERT HUB: Veterinary blogs and websites, pet product reviewers on YouTube, animal behaviorists TARGET AUDIENCES: Other single pet owners (online forums), local dog parks and doggy daycares SOCIAL HUB: Friends on Facebook who post about their pets, Instagram pet influencers, local animal shelters and rescue organizations MEGA HUB: Celebrities who are vocal pet owners (Jennifer Aniston), pet food and product brands (Iams, Petco), Disney/Pixar animal movies (Lady

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    To develop a winning pitch

    strategy you need…


    FAST Strategy

    Whatever the time you have - you must;

    1. DEFINE THE PROBLEM

    2. BUILD AN INSIGHTFUL, LOGICAL SOLUTION

    3. BRING IT TO LIFE IN YOUR CREATIVE IDEAS


    Here is one way of doing it.
    A process to guide Strategy and Solution
    development

    WINNABLE INSIGHT IGNITION ENGAGEMENT


    MEASUREMENT
    OUTCOME DISCOVERY PLATFORM CAMPAIGN

    Objectives Insights Ideas Development Evaluation


    • Where is the • What insights • What is the • Which • How did the
    client do we discover simple, smart creative workmeasure
    organization about the powerful idea programs will up?
    now? marketplace, that cuts inspire
    • Where does
    the audience, through ? audience
    • Where does it opportunity
    and how engagement
    want to be? • What is the still exist?
    advocacy and ignite
    creative idea
    • What should occurs to advocacy?
    and set of
    the focus of shape
    messages Execution
    the activity communication
    that • How will we
    be? ?
    communicate execute with a
    • How do we it? high level of
    counter excellence?
    badvocacy?

    4
    Challenges Goals KPIs
    Stage 2 – Advocacy Insights

    Q. Where do you
    get insights
    from?
    Where do Insights come from?

    • Primary Research (real people, real attitudes and


    behaviours)

    • Secondary Research (desk work)


    Where do Insights come from?

    Primary Research
    • Quantitative surveys
    • Qualitative focus groups
    • Observation
    • The client’s database
    • The client’s Media Planning / Advertising agency
    Where do Insights come from?

    Secondary Research
    • Market reports (Euromonitor, CMI Online)
    • Consumer Panels (e.g. TGI)
    • Trend presentations (Trendwatching.com)
    We have a 4 step
    framework for our
    Insights
    We call it the 4 C’s
    framework
    The 4 C’s:
    The 4 C’s: What we investigate

    What is the authentic What are the big


    and differentiating cultural themes that
    story the company will help us be
    wants to tell? relevant and act as
    hooks for coverage ?

    Who are we talking to How do we stand-out?


    and what are their When, where and via
    motivations? whom do we
    communicate?
    When people look into a brand…

    …they see themselves reflected in it.


    People use brands to tell their story.
    In short…

    “Keeping ahead with rational


    product advantages is
    unsustainable in highly
    competitive markets. It is the
    emotional value of brands that
    are enduringly attractive to
    consumers.”
    K. Ohmae, McKinsey & Co.
    What is the authentic brand story?
    • Think about the authentic story behind the
    brand?

    • What is interesting, unique or compelling about


    the client’s brand?

    • What is it about the brand’s values, mission or


    beliefs that sets it apart, that makes it relevant
    today?
    A Brand Diagnostic can help
    Brand Diagnostic
    Where does the brand come from?

    What does the brand do?

    Who is the brand for?

    What makes the brand different?

    What is the brand like as a person?

    What does the brand value?

    What is the brand’s fight?


    INSIGHT
    DISCOVERY

    Personas can bring insights together

    Target
    Audience
    Hub Mapping
    DAY-TO-DAY HUB EXPERT HUB

    Who in their personal or work lives What kinds of experts (specific people,
    does your audience trust for categories of people, or specialized
    information and advice? publications) does your audience
    seek out when they want
    information and advice?

    Target
    Audiences What brands, advertising
    What groups, clubs or campaigns, celebrities
    networks (online or offline) or cultural trends have
    does your audience turn to caught the attention of
    for your audience and are most
    information and advice? influential in their decision-
    making?
    SOCIAL HUB MEGA HUB
    Over to you… Do a Hub
    Analysis for the single
    female pet owner.
    Hub Mapping
    DAY-TO-DAY HUB EXPERT HUB

    Target
    Audiences

    SOCIAL HUB MEGA HUB

    22

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