Download - Media For The Rest Of Us
Media for the rest of us
How to navigate today’s media environment successfully whether you are a small business or a
giant company
11/15/10 1 Marcelo Salup - [email protected], [email protected], 305-215-7229
Not going to go into...
• Media fragmentation• Nielsen’s 3-screen research• The demise of television, print, out of home, radio, FSI’s• The atomization of media• Fragmentation of the consumer• And all that jazz
They are all real. We need to get over them.
11/15/10 2Marcelo Salup - [email protected], [email protected], 305-215-7229
I would also like to avoid talking about this media, that media or the other one...
I would also like to avoid talking about this media, that media or the other one...
11/15/10 3Marcelo Salup - [email protected], [email protected], 305-215-7229
Advertising is only about modifying
Behavior Choice Opinion
11/15/10 4Marcelo Salup - [email protected], [email protected], 305-215-7229
MEDIA DOESN’T DO THATBad News
11/15/10 5Marcelo Salup - [email protected], [email protected], 305-215-7229
11/15/10 6Marcelo Salup - [email protected], [email protected], 305-215-7229
Media DeliversMedia Delivers11/15/10 7Marcelo Salup - [email protected], [email protected], 305-215-7229
one11/15/10 8Marcelo Salup - [email protected], [email protected], 305-215-7229
one decision
11/15/10 9Marcelo Salup - [email protected], [email protected], 305-215-7229
Eye opener #1All messages are individual
All media is local
All media exists in the same plane
All media goes into the same place
11/15/10 10Marcelo Salup - [email protected], [email protected], 305-215-7229
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals
11/15/10 11Marcelo Salup - [email protected], [email protected], 305-215-7229
Millward Brown’s BrandDynamics(c) Pyramid
Brand Loyalty: The Link Between Attitude & Behavior
How Brands Grow
When Ads Work
Recency Theory
Eye openers #2
11/15/10 12Marcelo Salup - [email protected], [email protected], 305-215-7229
Understanding, Measuring, and Using Brand EquityNigel Hollis, Andy Farr and Paul DysonNov/Dec 1996
For the average 7% of consumers who are “bonded” with a brand, that brand represents 38% of its purchasing
But for the average 76% of consumers who are merely “aware”, that brand represents 13% of purchasing ocassions
Awareness is not enough... what you need is consumers bonding with your brand
11/15/10 13Marcelo Salup - [email protected], [email protected], 305-215-7229
Brand Loyalty: The Link between Attitude and BehaviorJoel Rubinson and Allan L. BaldingerJournal of Advertising Research, Nov/Dec 1996
Only about 12% of a brand’s consumers can be considered loyal (purchase the brand a second time over 50% of the time).
The average brand will lose 50% of its loyal consumers in a year.
11/15/10 14Marcelo Salup - [email protected], [email protected], 305-215-7229
Why Brands GrowAllan L. Baldinger, IPSOS-NPD Edward Blair, University of Houston Raj Echambadi, University of Central FloridaJournal of Advertising Research, Jan/Feb 2002
Reach wins Loyalty is a far secondPenetration has an 83% correlation with share growth; loyalty only 59%
11/15/10 15Marcelo Salup - [email protected], [email protected], 305-215-7229
When Ads WorkJohn Phillip Jones, 1995
For most products, a single impression is enough to cause a sale. A second impression may not be cost efficient.
11/15/10 16Marcelo Salup - [email protected], [email protected], 305-215-7229
One exposure is far more cost-effective in influencing brand purchase.
Recency Theory
11/15/10 17Marcelo Salup - [email protected], [email protected], 305-215-7229
The most effective media plan is boring:
High reach Continuous Low Frequency
Simple...
The most effective media plan is boring:
High reach Continuous Low Frequency
Simple...
But not simplistic
Eye opener #3
11/15/10 18Marcelo Salup - [email protected], [email protected], 305-215-7229
5% 10% 15% 25% 45%
Every media delivers a disproportionate amount of weight to its heaviest viewers
11/15/10 19Marcelo Salup - [email protected], [email protected], 305-215-7229
So... pouring more So... pouring more money into a money into a single medium is single medium is inefficientinefficient
So... pouring more So... pouring more money into a money into a single medium is single medium is inefficientinefficient
11/15/10 20Marcelo Salup - [email protected], [email protected], 305-215-7229
And just as ineffective11/15/10 21Marcelo Salup - [email protected], [email protected], 305-215-7229
Audiences were never monolithicand are even less so today
11/15/10 22Marcelo Salup - [email protected], [email protected], 305-215-7229
so...11/15/10 23Marcelo Salup - [email protected], [email protected], 305-215-7229
Can it move the needle?
Can it move the needle?
Do you reach enough people to make an impact in your sales?
11/15/10 24Marcelo Salup - [email protected], [email protected], 305-215-7229
How far up the inverted pyramid do you need to be?
Big Sales - High ReachBig Sales - High Reach
Small Sales – Low Reach
11/15/10 25Marcelo Salup - [email protected], [email protected], 305-215-7229
How do I know how much reach?
11/15/10 Marcelo Salup - [email protected], [email protected], 305-215-7229 26
I need to sell 100,000,000 of these
That makes it roughly 2,000,000 per week
I am 70% of the market 70% of purchasing decisions
Each tube = 1 purchasing decision
Need to reach 2.8 million people who will purchase toothpaste every week 70% = 2,000,000
If there are 20,000,000 potential buyers and about ¼ of them will be in the market on a weekly basis, I need to reach 56% of them every week; 56% x 5,000,000 = 2,800,000
Does my Message...Does my
Message...Fit the MediaFit the Media
In a recent test we conducted, contextual and behavioral advertising in the web outdelivered regular advertising 3:1
11/15/10 27Marcelo Salup - [email protected], [email protected], 305-215-7229
Tailoring Messagingand media
11/15/10 28Marcelo Salup - [email protected], [email protected], 305-215-7229
High Involvement
Low Involvement
Rational Emotional
The FCB Grid
High chance of a financial mistake if the wrong decision is made. Decisions tend to be objective.
High chance of a financial mistake if the wrong decision is made. Decision tends to be subjective.
Low chance of a financial mistake if the wrong decision is made. Decisions tend to be objective.
Low chance of a financial mistake if the wrong decision is made. Decision tends to be subjective.
11/15/10 29Marcelo Salup - [email protected], [email protected], 305-215-7229
High Involvement
Low Involvement
Rational Emotional
The FCB Grid
Life’s Big Decisions(e.g., life insurance)
Life’s Big Pleasures(e.g., a vacation)
Life’s small needs(e.g., toothpaste)
Life’s small pleasures(e.g., a soft drink)
11/15/10 30Marcelo Salup - [email protected], [email protected], 305-215-7229
High Involvement
Low Involvement
Rational Emotional
The FCB Grid
Media should be able to convey information (to ease decision, drive to action...) and have some
sort of response device
Media should be able to convey information (to ease decision, drive to action...) and have some
sort of response device
Media only needs to convey key points and perhaps a reason why
Media only needs to convey key points and perhaps a reason why
11/15/10 31Marcelo Salup - [email protected], [email protected], 305-215-7229
Social / Personal Previous use Friend’s recs Opinion leaders Expert recs Sampling
Social / Personal Previous use Friend’s recs Opinion leaders Expert recs Sampling
Obviously commercial messagesObviously commercial messages Mass media (TV, Radio, Web, Mobile...)Mass media (TV, Radio, Web, Mobile...) AdvertorialsAdvertorials Long form commercialsLong form commercials Direct-response media (newsletters, FSIDirect-response media (newsletters, FSI’’s...)s...)
Obviously commercial messagesObviously commercial messages Mass media (TV, Radio, Web, Mobile...)Mass media (TV, Radio, Web, Mobile...) AdvertorialsAdvertorials Long form commercialsLong form commercials Direct-response media (newsletters, FSIDirect-response media (newsletters, FSI’’s...)s...)
Stealth/ Non comm Public relations Product integration Blogs Celebrity uses
Stealth/ Non comm Public relations Product integration Blogs Celebrity uses
11/15/10 32Marcelo Salup - [email protected], [email protected], 305-215-7229
How many messages do I need?
11/15/10 33Marcelo Salup - [email protected], [email protected], 305-215-7229
Broad Reaching Media = General MessagingBroad Reaching Media = General Messaging
Limited Reach =Customized Messaging
How many messages will I need?
11/15/10 34Marcelo Salup - [email protected], [email protected], 305-215-7229
Media Strategy - The Decision Tree
So, what do I need
to do? (Objectives)
Media 1Does it cover my
reach and segmentation
needs?
Media 2
Media 3
Media 4
Does it match my messaging
needs?
Can I achieve results with my
budget?
Leftover Budget?
Organize media by some parameter like CPM, Reach, Affinity, audience segmentation… and begin with the “best” medium
11/15/10 35Marcelo Salup - [email protected], [email protected], 305-215-7229
Number of discrete groups
Size of these groups
Ability of the media to segment them in a cost-efficient way
Messaging needs
Budget
In summary
Maintain Reach &Continuity
Affect purchasing decisions
11/15/10 36Marcelo Salup - [email protected], [email protected], 305-215-7229