Focus, Design, Delivery and Report
By Ted Wright May 18, 2009
Great WOMM-U event. Thanks to everyone for attending and asking such interesting questions. Many e-mails have come in asking for a one pager on Focus, Design, Delivery and Report. Fizz appreciates your interest in our work. We invite you to kick around our blog and website then call Ted Wright directly at 404-638-1066 to arrange a one on one meeting where the Fizz team can begin the process of implementing WOMM into your brand communications.
Fizz works in four distinct stages; Focus, Design, Delivery and Report. Each is outlined below. Our process is designed to be modular, so if you have already completed one of our steps, we are ready to seamlessly meet your needs without having to charge you for work that you have already done.
The purpose of this stage is to familiarize Fizz with all current business plans and information regarding brand(s). Then Fizz facilitates a meeting or series of calls based on a set of questions designed to elicit spontaneous conversation. The purpose of this stage is to also understand what every brand audience group (wholesaler, retailer, customer, consumer) is feeling about a specific product/brand. Amongst the audiences and various meetings, a format that Fizz uses to elicit information is much like a “chat”. Based on the findings, we prepare a Brand Brief to act as a backgrounder informing the Fizz creative team.
“Design” (Campaign Development)
The Fizz team gathers for an efficient, free form “Sips” session that honors all ideas, with the notion that “all roads lead to the same place”. As the session progresses, there is a natural, organic shape that quickly gels to form a roadmap for the Campaign. That roadmap is also a result of again utilizing our exclusive methodology, which allows for the development of a brand story over multiple audiences. Overarching strategic questions that are focused on include:
– What story can be told about the brand?
– What outcome do we seek as a result of our interaction with the target?
– What are the messages we will convey to support that outcome?
– What is the most effective way of delivering those messages?
– How the targets should feel and what they think or what action they should feel compelled to take after hearing the story?
Fizz delivers the results of the internal creative sessions to the client in the form of a Formula. This is a high level outline divided into specific sections that represent the key components of a Campaign. The Formula will include:
– Campaign overview – product identity; dates; # of team members
– Product description
– Campaign goals
– The key messages
– Facts, stories, triggers [supporting messages]
– Suggested activities
– Recruitment process
– Composition of formula kit
– Ideas for back end rewards and/or incentives
Many events are triggered when Fizz launches a Campaign. Fizz communicates with Influencers, sends out Formula Kits, the message starts spreading, performance measures are received and the Client receives Reports. The major components of a Campaign are:
- The Formula Kit – This is a vehicle serving numerous functions. It educates all involved in the Campaign about your brand and trains them to be effective in their activities; it employs the reciprocity theory to Influencers to be active participants in the Campaign; and it provides affirmation to the Influencer that they are appreciated; that the Campaign is “real”, and worthy of commitment. The Formula Kit may be delivered in many forms, such as a tactile, personalized, direct mail piece or an electronic version over e-mail or on a website.
- Activities – One-to-one communication happens naturally. It happens everyday. We all do it. For each Campaign we develop Activities that Influencers may perform. These are designed to accommodate and fit comfortably into the lifestyle of the target audiences. Activities are only suggestions, thinking “outside the box” is encouraged by all so that Influencers can do what comes naturally.
- Daily Two-Way Communications
One of the things that sets Fizz apart from other agencies is the daily communication we have with our Influencers. The program is designed to be a continuous feedback loop. Each Report (instance of Activities reported by an Influencer) is reviewed independently and replied to individually by a Fizz Client Partner, with feedback about the report, the effectiveness of the Activity and further training advice.
- Detailed Measurement
In addition, each report is measured for report quality, effectiveness of Activity, potential influence, credibility, the number of interactions, and the quality of the target. A check and balance process occurs by having at least two Fizz staff members and a Client Partner review each report before comments are sent back to the Influencer.
- Training and Trust
The benefits of our one-on-one approach are enormous. Influencers value the comments the Fizz Communications staff offers and a relationship of trust is quickly built. The staff provides constructive criticism and helps train the Influencers to be more effective in their activities. Influencers also contact Fizz daily via email, instant messaging, telephone, and mail.
Real Time Updates
During the Campaign, Fizz provides Clients with a weekly update of their Campaign. This includes some basic metrics as well as individual reports received. Other communications initiatives can include Campaign updates, informal polling opportunities and spotlights on particularly effective activitiesThe report consists of two sections:
- Quantitative Analysis
This provides Campaign metrics including the location and quantity of Influencers and their Activities, the projected exponential penetration into communities, and polling and survey results. The metrics are analyzed to assess how individuals received certain messages, which Activities are most effective, product awareness and perception changes. Results often include specific information about Campaign goals and changes to previous measured sales or activity patterns.
- Qualitative Analysis
This is the complete set of reports received. Specific sections or notable data is highlighted. Clients often use these to determine the exact nature of consumer’s communications about their product or service. Often these reports hold the key to understanding what people say and how people respond to marketing messages.