marketing management consultants

Transforming Production ���for the 21st Century

TrinityP3 Webinar Series Presented by Christopher Sewell

23rd September 2015

marketing management consultants

What we will discuss today

•  What is Production in the 21st century •  A Brief History of Previous Transitions in Advertising •  Current Challenges for Marketers •  An overview of production by Media channel.

•  TV •  Print •  Printing •  Digital

•  Traps for Marketers •  Tools for future proofing

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What is Production in the 21st Century?•  In a digital world asset management and storage is

king and has to be held by marketing. •  It is not based on the wording shown in agency costs

that are a legacy from the halcyon days of advertising. •  A world where digital acronyms abound and cost is

based on complexity not a defined production strategy. •  Opportunities to reach and actively engage with

customers that were only dreamed of in the past. •  A seismic shift in production costs away from large TV

productions to test and modify digital delivery. •  The death spiral of the tradition commercial print

industry. •  A rebirth of the importance of the publishing model.

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Transitions we have knownOld Presumption Today

The birth of TV leading to the death of Radio

•  Before TV radio was the mainstay of mass marketing.

•  People would leave radio as TV was a modern replacement.

•  Digital radio has transformed the choice and helped target the message.

•  TV channel is under threat on multiple fronts.

Newspapers & magazines replaced by digital

•  Everyone’s daily diet of up to date news.

•  Job ads were rivers of gold supporting industry.

•  Specialist publications.

•  Transition to digital will happen over time.

•  The rapid spread of mobile usage has sped up Newspapers demise.

Internet Advertising

•  Paid targeted media based on consumer search behaviour.

•  Programmatic booking.

•  Continuous growth and increased level of targeting.

•  Apple’s new ad blocker software sends tremors thought the paid media world.

•  Too much cheap space without relevant content.

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Production Challenges for Marketers

•  How to keep content generation costs in check for test and learn deployment.

•  As content gets more complex and files get larger so how do you store and receive these assets?

•  Where should building content sit? PR companies, internally controlled, or an external service.

•  Pressure from procurement to reign in costs. •  Managing and negotiating rights and releases across

multi-channels. •  What to decouple, when to do it and who to work with. •  How to transition away from print in an organised

manner.

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An Overview of TV Production

The Past •  Talent and other fees charged

by each channel. •  Ownership of rights held by

originator. •  High production values

required in all cases. •  All production stages

specialised so end to end production tightly held.

The Future •  Multi-channel buyouts required to

enable deployment of this content. •  Transfer of usage rights for all digital

channels under contract. •  Copyright remains with originator. •  Concept and creative ideas being

outsourced. •  Decoupling and software give clients

more options.

•  Well managed high value TV commercials can still generate ROI

•  Digital is the only game in town •  Creating video content can be achieved by multiple suppliers

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An Overview of Print Production

The Past •  Charging for ‘artwork’ items

that are not used. •  Capture in camera costs the

same but retouching climbing. •  Charges for resizing. •  High hourly rates for simple

tasks.

The Future •  Charging of either software or

labour not both. •  Single charge item for image

capture. •  Software replaces labour cost. •  More decoupling and off-

shoring.

•  Size does matter. Repurposing costs are not transparent •  Old world cost centres still being used to maintain agency

revenue stream •  Photography and retouching costs misaligned

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An Overview of Printing Production

The Past •  Long print runs. •  Print, store and distribute. •  Work directly with printers.

The Future •  If you cannot target don’t do it. •  Print on demand. •  Working with agnostic content

managers not print managers.

•  High quality printing will survive •  Untargeted printing is declining quickly •  Research showing printing is effective is clouded by vested

interests

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An Overview of Digital

The Past •  Design, produce, use and

discard. •  Agency producing all work

locally. •  Generating test versions

requires labour costs.

The Future •  Design, produce or repurpose,

use and reuse, recycle and restore.

•  Outsource or offshore backend production.

•  Use programme generated testing strategies.

•  Beware of the jargon. Ask for conversations in plan English •  All communication is digital so it is not a specialist service •  Movement from paid to owned media

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Traps for Marketers

•  Agencies deploying software that is not linked to their core competency to lock in your business.

•  ‘Digital’ in the name does not define an agency’s abilities. Digital content is modern day publishing.

•  Agreeing hourly rates does not help you control the ‘length of the string’.

•  Be clear when setting video production budgets as digital consumption is not the same as buying TARP’s. Also set the budget when briefing creative.

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Tools for the Future

•  Stop viewing production in it’s traditional disciplines-print, broadcast and digital. You advertise by media channel but you generate digital content that is used across video, podcast, blog post, social, newsletters etc.

•  Invest in tools to create, store and manage assets. Do this yourself so you own them.

•  Examine the value you are getting after the idea is generated. Decouple where there is no value being added.

•  Don’t expect a printer to help you stop printing things. Work with a provider that is equally rewarded in any channel.

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In Summary

•  21st Century production is about digital, digital and only digital

•  Get ahead of procurement and plan what you can decouple to reduce costs

•  Collect and manage your own content

QUESTIONS?

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TrinityP3 Webinar Series

October 7: How many agencies do you need and how to get there

October 21: Aligning your digital marketing to marketing

November 11: Super charge your agency with incentive based remuneration

November 25: The challenges for Marketers in a carbon constrained future

For more information go to:

http://www.trinityp3.com/product-category/webinars/

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For more information contact:

TrinityP3 Pty Ltd Sydney

+612 9964 9900 Melbourne

+613 9682 6800 Hong Kong

+852 3478 3982 Singapore

+65 6631 2861

people@trinityp3.com www.trinityp3.com

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