Create A Unified Strategic, Media and Creative Plan
Creative Messaging and TOE
The Theory of Everything (TOE) leads us into a completely different thinking line: Media and message are no longer separate pieces. The creative message will change with the channel considered, and vice versa: Consider channels only when we have the right message for them.
Moving forward, we set up a worksheet that outlines our channel mix, its priorities and possible creative directions. For the sake of expediency, we will assume that the usual steps were taken to develop the creative messaging:
- Some form of quantitative research (e.g., online surveys)
- Or some form of syndicated research (e.g., Simmons)
- Several campaign lines developed
The creative messaging grid looks like this:
As an additional note: These are simplistic concepts meant to illustrate how messaging can vary from channel to channel and target to target.
Other Marketing Disciplines
Again for the sake of expediency I haven’t gone into promotional and shopper marketing activities, all of which are tremendously important.
All of them can be approached within the same TOE framework.
