channel planning training
TRANSCRIPT
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Channel planning
2 4 . 0 9 . 1 3
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Interaction planning
Touch points
planning
Connections planning
Experience planning
Engagement planning
Many names (almost) the same thing
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A good channe l p lan l eads to…
Good channel plan
Connectedness Engagement Direction for media
Seamless experience Interaction
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What i t ’s NOT
Media planning
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Def in i t ion
Putting channel thinking into the creative process
Decide which channels will deliver on our
clients’ targets and yield the best ROI
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Why d id th is come about
Media and advertising used to be in the same agency
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Why d id th is come about
Then they separated the creation of ideas from the choosing of media
$$
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Channel Planning emerged as a significant presence in marketing in the 2000s in response to the proliferation of new media and the resultant
complexity
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How is i t d i f f e ren t f rom ‘norma l ’ p lann ing
Far less concerned with defining what the brand is about and more concerned with deciding where the consumer is, how they behave when they’re there
Untapped opportunities and consumer needs
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A separa te d isc ip l ine?
Not all account planners who trained in "traditional" agencies have these skills.
It is possible that in future, once the new media environment has been thoroughly internalised, Channel Planning will disappear as a separate discipline.
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What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
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What about channe ls?
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The a r t o f sacr i f i ce
What can we do well? What can we afford to do well? Where is our audience?
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paidAudience exposure
Ads, partnerships, advertorials,
PR
owned
Brand domains and
owned platforms
earnedA transparent
space for brand
advocacy and WOM (good
and bad)
Channe l d is t inc t ions
Co-op ted :Embass ies : bo r rowed spaces
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What mat te rs a re peop le ’s behav iours
It’s what you search for when you’re alone. Questions asked, answers found. Intend or need
It’s a public space, you share your life with friends. Show who you are
Content you’re proud of. It’s where you learn stuff and discover things to make you look smarter. Occasional ranting
G o o g l e
F a c eb o o k
Tw i t t e r
E t c … . .
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Curren t behav iours , exp lo i ted
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brand
consumerschannels
Te c h n o l o g y
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Ask these ques t ions
User stories
• What channels does the idea work in?
• What goals can we help our consumers achieve?
Engagement territories
• How do we tell them our proposition?
• What would they be interested in or find useful?
Role of brand
• How do we get people to respond/do/buy?
• What role can the brand play? A vision for th
e work
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Plann ing fo r channe ls . A p lace to s ta r t
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Set c l i en t expec ta t ions and know your l im i ta t ions
MASS
A significant number of people will get involved and
participate
MASS EXPOSURE
Fewer participants, but what they do will be of interest to
others
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Examp les :
Lee mqewanDav id ’s b l ank examp le
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How to do channel planning – practical guide
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Get da ta
TNSTGIMintelAnalyticsGoogle searchFacebook/twitterMedia data: CTR etcClient sales/footfall data
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Put th is da ta aga ins t your cus tomer journey
What does the data tell you? Where are the gaps? Which channels are under-performing? What does your intuition tell you? Where else will our target audience spend time? New technologies?
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Plan fo r wha t happens AFTER
What will people do with it? How will they use it and share it? How will they talk about it?
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Examp les :
Lee mqewanDav id ’s b l ank examp le
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Examp les :
Lee mqewanDav id ’s b l ank examp le
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Snow as a channe l