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THE MEDIA PLANNERS APPROACH TO INTEGRATED PLANNING
AUDIENCE ANALYSIS
MARKET ANALYSIS
PERFORMANCE ANALYSIS
JOURNEY ANALYSIS
INSIGHT EVALUATION
BOUGHT OWNED EARNED
THE MEDIA UNIVERSE IS MORE THAN JUST BUYING TRADITIONAL ADVERTISING
CINEMA RADIO LOCAL
PRESS
PRESS
INSERTS/D2D
DIRECT
MOBILE
AD
FORMATS
EXPERIENTIA
L
EVENTS &
SPONSORSH
IP
MOBILE
LINE BY
LINE
OUTDOOR
DIRECTORIE
S
GEO-TARGETED
SEARCHEMAIL TARGETED
DISPLAY
COMPETITIO
NS
STORE WINDOW
DISPLAYS
IN STORE MEDIA
BRAND
WEBSITE
STORE
STAFF
SOCIAL MEDIA
“FANS” AND FOLLOWERS
SOCIAL MEDIA
CONVERSATIONS
WORD OF
MOUTH
ONLINE
REVIEW
RECOMMENDATION
6 STRATEGIC IMPERATIVES THAT SHOULD BE
ADOPTED
SET OBJECTIVES &
TARGETS THAT
ARE MEASURABLE
& TIMED
DEFINE AN
APPROPRIATE
TASK BASED
BUDGET
ESTABLISH AN
APPROPRIATE
MEASUREMENT
SUITE
DEVELOP
DETAILED INSIGHT
INTO YOUR
TARGET
CUSTOMERS
SUPPORT THE
CONSUMER
JOURNEY ACROSS
APPROPRIATE
TOUCHPOINTS
MAXIMISE
RETURN FROM
PULL CHANNELS
(Digital)
THERE IS TWO-LEVEL APPROACH TO EVALUATION
HOLISTIC GRANULAR
Understanding Understanding Understanding Understanding the the the the impact of impact of impact of impact of
media & communications media & communications media & communications media & communications upon upon upon upon
commercial commercial commercial commercial objectivesobjectivesobjectivesobjectives
Drill down through the data to Drill down through the data to Drill down through the data to Drill down through the data to
unearth the “nuggetsunearth the “nuggetsunearth the “nuggetsunearth the “nuggets””””
THE APPROACH TO DIRECT RESPONSE PLANNING
DEFINITION OF CORE TARGETS
Media Schedule
Marginal
Potential Re-Test
DiscountAnalyse Profile
Roll-out
Analysis ofCompetitor Activity
Review ofMedia Opportunities
Evaluation of Past Results
Results Analysis LosersWinners
CHARITY SECTOR CASE STUDY
• THE CHALLENGETHE CHALLENGETHE CHALLENGETHE CHALLENGE
• Raise awareness and encourage response to Child Sponsorship programme
within Yorkshire across a 2 week period
RESPONSE
BRAND
EVENTS
DR CHANNELS – TV, Radio, Door Drop, Regional Press, National
Press Inserts, Geo-targeted Digital and Search
BROADCAST FORMATS – OOH Formats, Tactical Radio
Advertorials, Digital, Social Media
PR – Station Promotion, Live Reads, Street Teams
• Activity was phased to ensure maximum reach and integration the media channels
• Creative look / feel / messaging consistent across all channels
• Drive phone / online response due to higher conversion levels
CHARITY SECTOR CASE STUDY
• THE RESULTSTHE RESULTSTHE RESULTSTHE RESULTS
• Over 2,000 new sponsorships generated within the region
• Cost per Sponsorship 25% less than national CPS
• Door Drop CPS was 22% less than normal levels
• Drove the highest amount of traffic to clients website
• Hundreds turned up for clients events
• Brand Awareness saw 18% increase in approval as a results of
the campaign
PHONE RESPONSE AS A PERCENTAGE OF TOTAL RESPONSE IS DECLINING
84%77%
70%
59%
47% 44%38% 37% 35%
16%23%
30%
41%
53% 56%62% 63% 65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2005 2006 2007 2008 2009 2010 2011 2012
Phone Web
Source: Thinkbox
THIS TREND IS ECHOED ACROSS CARAT’S CLIENT BASE
79%74% 71%
61%55% 55% 56% 54%
49% 48% 47%43% 40% 38%
21%26% 29%
39%45% 45% 44% 46%
51% 52% 53%57%
60% 62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013
Phone Enquiries Web Enquiries
Source: Carat client database. Average phone & coupon / web split
PHONE / COUPON RESPONSE IS IN LONG-TERM DECLINE
• Evidence show that less
consumers choose to respond
by phone / coupon
• Reinforces the need to measure
the impact of media across all
conversion points
• There is a need to maximise
total response across all
channels
• Rather than focus on directly
attributable phone response
alone
• Understand the full effect of marketing on
business performance
• Quantify the true ROI from all advertising
across all channels
• Measuring individual channels in isolation
will produce inaccurate MI resulting in a
suboptimal marketing strategy
NEED CONSIDER THE FULL
PICTURE
IT IS ESSENTIAL TO EMPLOY APPROPRIATE EVALUATION & ATTRIBUTION TECHNIQUES
Utilise sales data &
analyse
Isolate and measure the
true value of all factors
on business performance
LINEAR RESPONSE & SALES EVALUATION
ECONOMETRIC MODELLING
THE EFFECT OF ECONOMETRICS CAN AFFECT WHERE BUDGET IS DEPLOYED
£6
£158
£85£90
£99
£108
£22
£51£57 £58
£71 £74
Search - Brand DRTV Regional Press Royal Mail D2D Search - Non
Brand
Newshare D2D
Linear CPL Adjusted CPL
---- 0.270.270.270.27 + 3.09+ 3.09+ 3.09+ 3.09 +1.49+1.49+1.49+1.49 +1.55+1.55+1.55+1.55 +1.39+1.39+1.39+1.39 +1.45+1.45+1.45+1.45
MultiplierMultiplierMultiplierMultiplier
SUMMARY• Understand challenges for clients campaign
• Know who target audience is and any
geographical considerations
• What is the role of each media - Direct Response
/ Brand Awareness
• Ensure good phasing to get the media
multiplication effect
• Eg Broadcast medium + door drop
• Ensure web-based activity is amplified to ensure
response harvesting
• Is the response mechanism going to aid response
– Phone / Coupon / Web
• Understand the media hierarchy using Linear /
Econometrically adjusted numbers