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Pocket guide to account planning pt. 3 The daily life of an account…
Pocket guide to account planning pt. 3 The daily life of an account planner
Concept testing
finding out which concept resonates with consumers
helps determine the number one thing they want to hear
copy testing
during storyboard stage
after ads are on the air
what to ask
persuasion
enjoyment
attention value
brand name notice
memorability
pass along potential
wearout
white papers
always act like you know the trend
new business positioning
brand architecture
Segmentation studies
developing personas
consumer decision concept maps
Pro bono work
offer yourself for this
Award shows
Brainstorming
make sure the problem and goals are clearly defined
bring a good mix of people,diversity is key
prep the room, pictures, phrases- make the room immersive
time it- so you don' t go too long
have prompts ready
set ground rules: no judgement, no censorship, anything goes
techniques:
word association
mindmapping
write and build
Show your clients you're always thinking about their business and offer fresh ideas on a regular basis
