research and analysis
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PPTREAD.pptxSteps in Communications Strategy
S, T, P
Identify most important targets for communications
Identify what target customers need to know to be more favorably disposed toward our brand
Set objectives
Develop communication brief(s) for each different marketing campaign
Learning Agenda
Pillsbury – Figuring out how to use communications effectively
Understanding Integrated Marketing Communications
Pillsbury
Pillsbury Chub
Scoop out with a spoon
Drop spoonful on baking sheet
Bake 12 – 15 minutes
Usage and Attitude Study
Objectives:
Understand the differences between the Canadian and U.S. markets
ID differences that could be leveraged to increase growth in Canada
Qualitative
Objectives:
Explore, understand, uncover
Understand feelings toward different types of cookie baking
Similarities and differences between scratch and refrigerated
Gain insight into what is really driving moms’ cookie baking
Findings
Size of scratch baking is much larger in Canada than US (scratch dominant)
Kids are important
Pre-oven experience is different, and less positive
Post-oven experience is the same
Warm, fragrant cookies for close family moments where mom made a difference
Key benefits of refrigerated dough, relative to scratch, are about convenience, ease, ability to make anytime
Nonusers rate RCD lower on convenience than users and lapsed users do
Communication Brief
Problem to Solve
Target Audience
Positioning/Message
Specific Communication Objective(s)
Key Benefit (for target)
Reasons Why (target should believe)
Intended Reaction/Single Thought
"Mandatories”
Signatures
