Channel Planning for Integrated Marketing Success

LINDSAY, STONE & BRIGGS

Channel Planning

Lindsay Ferris May 5, 2015

A blueprint for integrated marketing June 2015

LINDSAY FERRIS CHIEF MARKETING STRATEGIST, LSB


What do I mean by

“channel planning”?


NOT distribution channels


NOT broadcast channels


Holistic media channels or “touchpoints”


PAID

OWNED EARNED

Holistic media approach


Why is this important?

•  Traditional “media plans” only focus on paid media

•  Integrated marketing isn’t particularly integrated

•  Use your Channel Plan to determine your budget priorities

•  Use your Channel Plan as a tool for innovation or disruption


How do I get started?

Plot the Path-to-Purchase

FUNNEL CYCLONE BALL PIT

Consumer Path-to-Purchase Journey

PASSIVE CONSIDERATION

ACTIVE CONSIDERATION CONSUMPTION


The Channel Planning Framework

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH

CONSIDERATION OR PREFERENCE

PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE

PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION

BEHAVIOR

FEELINGS

AWARENESS ACTIVATION ADVOCACY

ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Channel Planning Framework C

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Channel plan inputs

•  Business problem to solve

•  Consumer profile

•  Primary & secondary research

•  Creative Idea


Wait, the creative idea comes

before the channel plan?


YES, creative first

LOEWS FIX-IN-SIX

NAKED BIKE PATH ADS

BOLTHOUSE FARMS FOOD PORN INDEX

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH

CONSDIERATION OR PREFERENCE

PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE


BEHAVIOR

FEELINGS


ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Healthcare Example – CONSUMER SEGMENT A C

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CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE


BEHAVIOR Uninvolved Putting off until the last minute

Searching health exchange site Narrow on site

Choose the cheapest

Likely, not until injury or sickness

Unlikely, unless unusual situation

FEELINGS Neutral/uninvolved Annoyed Frustrated, Relieved if its easy Resigned

Relieved to have it over with

Relieved to have insurance Elated or annoyed


ROLE OF COMMS

TOUCH-POINTS

MESSAGE


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CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE




Choose the cheapest







ROLE OF COMMS

TOUCH-POINTS

MESSAGE


ON

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CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE




Choose the cheapest







ROLE OF COMMS

TOUCH-POINTS

MESSAGE


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Opportunity Areas

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE




Choose the cheapest







ROLE OF COMMS

Education & awareness

Make it easy to navigate, educate, be encouraging

Make comparing and choosing easy

Make buying easy, reinforce good decision

On-line appts. Same day appts.

Telemarketing or e-mail

TOUCH-POINTS

TV, Social, Direct, E-mail, Display, Digital Radio

Search, .com Decision engine on website

Thank user for purchase, follow up e-mail

Website, phone Follow-up survey, Social

MESSAGE Get some insurance today

Its easy, we’ll help you every step along the way

Here are your best options

Thanks for your purchase, you made a great choice

We know your time is important, Thank you

We want to keep doing better


ON

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CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE




Choose the cheapest



FEELINGS Neutral Annoyed Frustrated Resigned Relieved to have it over with



ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Healthcare Example – CONSUMER SEGMENT B C

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Opportunity Areas

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE


BEHAVIOR Always looking for new & better

Current product isn’t cutting it

Ask friends, Standing at shelf

Brand, Packaging & in-store materials

Promise, price, incentive How does it feel?

Unlikely, unless asked

FEELINGS Positive toward the catagory Frustrated Overwhelmed Resigned Hopeful

Hopeful but skeptical Elated or annoyed


ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Consumer Packaged Good Example – Hair care C

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Opportunity Areas

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE


BEHAVIOR Need is likely building over time Decision is made

Search, meet reps, ask for reco

Collecting rationale & support

Promise, price, incentive Problem solved Likely, if asked

FEELINGS Neutral Decisive or Frustrated Beleaguered Feeling positively

Trepidation, but happy w/solution

Pleased, co-workers are happy Pleased, relieved


ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Business to Business Example C

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Opportunity Areas


Measure, measure, measure

•  Measure as many of your touchpoints as you can

•  If you can’t directly measure, figure out a proxy

•  Be dynamic – if something isn’t working, move on


Some key points

•  Channel Planning is not an “algorithm thing”

•  Understanding consumer sentiment is critical

•  You must think beyond “proven drivers”

•  Don’t do a partial Channel Plan


Let’s look at how you can use this framework as a tool for

innovation or disruption

CONSUMER JOURNEY

AWARENESS

NEED/DESIRE

RE/SEARCH


PURCHASE

USE/ CONSUME

SHARE/ ADVOCATE


BEHAVIOR

FEELINGS


ROLE OF COMMS

TOUCH-POINTS

MESSAGE

Channel Planning Framework C

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Example #1

By linking your Amex card to your Twitter account, you can pay with a tweet.

#SOLD

Awareness to purchase in a single step


Example #2

Amazon’s shopping tool helps you spec and buy a laptop, and even alerts you to deals, in about 3 clicks.

Truncate the research process


Example #3

Zillow allows you to define a short list of homes that meet your size, style, location, and pricing criteria…before you see a realtor.

Define the consideration set


Example #4 More time (and $) in store

Central Market, the other grocery store founded in Austin, TX, has been called a “food amusement park”, and is one of Austin’s biggest tourist destinations.


Example #5 Use packaging as a touchpoint

When you buy a Shinola watch, the packaging is as special and handcrafted as the watch. But more importantly, the packaging helps tell the Shinola story.


Example #6 Ask consumers to advocate on your behalf

Jonny Pops, a MN-based food start-up, shamelessly asks consumers to advocate on their behalf with retailers.


The future…

Mobile FIRST

•  Video •  Beacons

•  Apple Pay


The future…

Mobile FIRST


•  Apple Pay


The future…

Think mobile FIRST


•  Apple Pay


To sum up

•  Know your P2P - use it as the basis for your Channel Plan

•  Use your Channel Plan to prioritize budget and ID opportunities for future experimentation

•  Go beyond “proven drivers”

•  How does mobile fits into every step of the plan?


Thank you.

Happy to talk with you more: [email protected]