Came across this definition on No-Duh, Big-A-ha. I really like what Margaret writes about. Check out the post here.

In a former life I was a Connection Planner. Here’s a quick viewpoint about what I think about Connection Planning. It’s a disruption mechanism. It came about to get agencies to think about the consumer again (instead of primarily focusing on the brand and solely brand loyalist), it brought business results back to the forefront of the conversation (The first question every Connection Planner should ask is “How does my company make $$$?”. Connection Planning brought focus to looking at the best prospects…looking at those who aren’t contributing to your bottom line, but could and should….instead of just focusing on the traditional Account Planning brand loyalist.), it brought to the forefront identifying the consumer shopping experience (pre-trigger, trigger, during, purchase, post-purchase) and determined information channels that are effective across the moving walkway of the consumer experience to create one, holistic brand experience (not just the same look + feel, but an on-going brand dialogue with the consumer –> and not a brand dialogue that is solely around features and benefits….it’s about the brand values and brand personality and f+b) AND lastly Connection Planning attributed ROI to marketing campaigns — making ROI a conversation you have in advance of even writing a creative brief — setting the groundrules up in advance and then evolving them with the campaign working along side what I lovingly like to call the troika (Account Planning, Connection Planning and Interactive Strategy) to make sure that we have all of the variables that we need tracked tracked so we can prove our value to our clients . Connection Planning made each of us in the industry set up to the plate — pushed us to think about things from a different perspective and helped us all achieve better results for our clients.

Now, the question is: What is the role for Connection Planning now and into the future?

As we continue to define what connection planning is and isn’t, I encourage everyone to contribute to the Wikipedia here!