The Account Planners Group have a Noisy Thinking series, and the most recent evening talk at Google HQ was jammed with insights and fast talking, named ‘Planners get the research they deserve’.
First up was John Griffiths with a rapidfire clear speech that gave away his teaching persona. The energy with which he delivered his presentation had the odd pause to allow me to take a few notes.
His perspective can be seen in the video above. A dying beer brand (1974) takes a character trait outside of their category and bring it in which scored terribly in research, but renewed the brand. Before this, beer want seen as ‘refreshing’.
“You have to ask the right questions, not just have the right technique”
John’s t-shirt with its Nike tick says ‘It takes effort’, which is his planning approach… “You almost never get it right the first time. You’re not paid to write creative briefs or read marketing articles.”
Are you interested in building a brand – your brand perhaps? Well, John’s got ten quick questions you can ask.
- Culture, nudge nudge, you know (we all agree) – find what that is about your category/product.
- The market category is the businesses and they share norms. Which ones should you break?
- What are the key number driving usage and consumption, put numbers on everything – qualitatively.
- Pay attention to behaviour or use the product yourself!
- What are the heuristics in the category and with the product?
- How do customers perceive the brand, not how the marketing team do.
- Do you have a model on how communications works? Mike Hall has four simple ways; Salient Strategy, Persuasion, Affinity, CTA
- What impact does context have?
- What mistakes do marketers commit regularly about their customers?
- Do people; switch on to the brand, become promiscuous, become brand advocates?
He has a KISS for you too – Cleverness is the key, ask good questions to develop a hypothesis and change the direction of a business.