Presentation to the Insurance Marketing Communications Assoc. on March 19, 2009
- 1. EvaluatingTrue Value vs. Hypein BtoB Media
- Julie Tinney, VP Sales & Marketing
Prepared for: 2. In the beginning, there was a sign. And it was
good. 3. Soon came radio(Image Source: Duke University Library) 4.
Television. The end of radio? (Image Source: Duke University
Library) 5. Direct MailMagazines There are several media platforms
for BtoB and consumer reach. 6. And then along camethe Internet. 7.
63.4% of the U.S. Population used the Internet last year. 8. So
Many Choices
9. News on the Internet 10. R.I.P
- Union City Register-Tribune
11. Five out of every 10 magazines and newspapers will go out of
business, scale down their frequency or move entirely to the
Web.---Andy Cohn, VP & Group Publisher, Fader Media 12. Is
Print Really Dead?
- 85% of adults age 18+ read magazines
- The total # of magazine readers increased about 5% over the
last 5 years.
- The average # of magazine issues read per month grew by 6%
MPA, Comprehensive Guide & Handbook 2008/09 13. The last
click gets the credit
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- In Nov 2007 ad reader study 49% of readers indicated that they
had visited a print advertiser's website
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- In Nov 2008 ad reader study,58%of readers indicated that they
had visited a print advertiser's website.
- Look up a company in a search engine?
PRINT 14. Apples and mediaare all the same.Not. 15. Which media
outlets will survive?
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- 1) relevant data, compelling news & information
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- 2) delivered in the formats that the audience wishes to receive
it.
VIDEO SEARCH PRINT eNEWSLETTERS PODCASTS BLOGS RSS FEEDS FORUMS
16. Get the Audit Statements
- Audit Bureau of Circulationswww.accessabc.com
- Business Publications Auditwww.bpaww.com
17. SRDS Standard Rate & Data Servicewww.srds.com
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- Annual unlimited single-user access is $911.
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- Have free support services like online glossaries &CPM
calculators
18. SRDS cont'd 19. ABC site 20. ABC continued... Under eCirc
you'll be able to select the type of Media statement you're
interested in seeing: 1) Newspapers 2) Consumer Magazines 3)
Business Publications and 4) Farm Publications 21. BPA site 22. BPA
site cont'd They have a Camtasia Studio video to show you how to
search. Review only 239 websites so far; primarily for print
audits. 23. Key elements of the BPA Statement 1. Define
qualification 2. Look at total qualified number 3. Determine your
target and dividethat % by the total qualified number 24. Key
elements cont'd... 25. Resources for dissecting an audit statement
How to Use BPA Worldwide Circulation Statements to Prepare a More
Effiective BtoB Media Schedule
www.bpaww.com/resources/guide/ReadingBusinessCircStatement.pdf ABC
offers free flash-based video tutorials on a variety of topics:
www.accessabc.com/resources/buyerprodev.htm How to Read an ABC
Business Publisher's Statement
http://www.accessabc.com/pdfs/b2bhowtohandout.pdf 26. Tools for
evaluating websites
Rank top one million websites in the U.S. based on the number of
people the domain attracts each month.A LOWER number is a better
rank. Drawbacks:use imperfect methods like 'guestimate' data from
isps like Cox & Time Warner to make analysis.Some rely on
cookies to track visitors and some use a toolbar that a select
group has opted in to use. Many websites in BtoB media are not even
large enough to register. 27. Example of Alexa Search 28. Healthy
Choices & Stress
- Study of choice by Baba Shiv, Associate Professor of Marketing
Stanford Graduate School of Business
- Students were given either a 7 digit or a 2 digit # to memorize
in one room, then had to walk down the hall to another room to
deliver it.
- On the way the the other room, they are offered a choice of
either chocolate cake or fruit salad as a reward for participating
in the study.
- Students who were given the 7 digit # are twice as likely to
choose the cake.
- Emotional side of the brain wins over the rational side of the
brain.
29. Fruit Salad or Chocolate Cake? 30. Media options that are
detrimental to you in the long run
- Emailing without permission (damages your brand, can lock you
out of legitimate email communication).
- Buying advertising because They made me an offer I couldn't
refuse (without evaluating what you just bought.)
- 'Testing' multiple audiences on the basis of one ad each under
the assumption that they are all the same.
31. Metrics a publisher should provide
- Amount of unique visitors.
- Average open rates for newsletters.
- Print audit statements on demand.
- Click reports which include: Total sent, total open rate, total
clicks and click thru rate.
32. When to run away
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- If given guaranteed click through rates on a campaign.
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- If someone promises to 'blast' your ad out to their
audience.
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- If someone offers you a bundle of services without offering
analytics.
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- When your online searches rarely yield results from the media
in question.
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- If offered editorial for advertising.
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- If it seems to be too good to be true.
33. Top Mistakes of a Media Buyer
- Leaving the buying decision 100% in the hands of the agency
without oversight
- Buying a total 'number' without defining the target
- Buying an unaudited publication
- Buying a pub with hidden problems on the statement
- Putting too much emphasis on 'pass-along' print readership
- Buying off on banner plan with no total impression
guarantee.
34. The top questions to ask when buying print advertising
- Are you audited?(get the most recent statement).
- What percentage of your circulation comes from lists?(You'll
know already but ask ask the rep to see if they are honest and to
ascertain a reason.)
- Is this offered asa member benefit of any organization?
- Do you offer bonus distribution (trade show copies etc.)
- Do you offer an ad reader study?
35. The top questions to ask when buying online advertising
- Is this newsletter or program offered to subscribers on
anopt-in/opt out basis?
- What are your average open rates?
- May I see a copy of your latest metrics?
- Who are your competitors?
- Do you accept 3 rdparty tags?
36. Which new media options are smoking hot.
- Preroll video sponsorships
37. Over 70% of US Online Population Watches Video
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- In Nov 2008, over 146 million unique users watched a total of
12.7 billion videos.
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- The average length of viewed online video content was 3.1
minutes.
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- The average online video viewer watched 273 minutes of
video.
Source: comScore 38. The ad spend is not growing as fast as
usage. 39. Final Thoughts
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- Drill down into the audience.The largest total number is not
necessarily reaching your niche.
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- You deal with rate cutting constantly; frustrating because the
product is not the same
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- SEO is key in any campaign.Pick a media partner who understands
that.
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- Spam hurts open rates on all your emails
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- Consider a social media strategy not only for your company but
for your individual efforts. Pick a media partner who employs
social bookmarking. More people in the US and other leading digital
countries worldwide are using social networks and blogs than
e-mail.*
*Source: Nielson Online, March 2009 40. Final Thoughts
cont'd...
- Discover opportunity by talking with your rep.
- Ask questions in industry forums.Use community to your
advantage.
- Get geeky. Spend some quality time with Google Analytics or
your web analytics tool.
- Be careful of the shiny object syndrome.Traditional media like
print is proven and should be a part of your plan. 54% of
advertisers spend on three or more types of media and 80% use two
or more. (source: Outsell, Inc.)
- Pick a media partner that allows you to test creative and
embraces new ideas.
41. Thanks!
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- Julie Tinney, VP Sales & Marketing