selecting the best media to reach your target market - diane gianni [energy digital summit 2014]
TRANSCRIPT
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Selec%ng the Best Media to Reach Your Target Market
It’s a Numbers Game
Just when you figure them out, things change Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 [email protected]
hUp://www.linkedin.com/in/dianegiannini
hUp://www.linkedin.com/in/dianegiannini @dianegiannini
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Who Am I? • Professionally – Customer Advocate – Product Inventor – Product Marketer – Sales Leader – Problem-‐Solver
• Personally – Problem-‐Solver – Mom (aka taxi-‐driver) – Fast-‐Speaking Italian
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My Food Passions!
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Why I Came Here Today
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Top Things You Need For A Successful Marke%ng Plan
Marketer Success
Defined Objec%ves
Audience Engagement
Data
Clear Success Criteria
Agile Marke%ng Approach
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Making Connec%ons with the Winning Marke%ng Mix
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• Accept that it isn’t about limi%ng your marke%ng to print or digital media, social or mobile
• Realize several mediums are important to reach your target market through their preferred vehicle
• Understand how media vehicles complement each other
• Understand the brand adop%on process • Come out of your comfort zone
Where To Start
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Common Misconcep%ons Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it
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The War On Deciding What Media Vehicle To Use
When?
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Brand Adop%on Process Preference
– To contact a specific company when moving into the evalua%on cycle
Posi%oning – Of the products/service verses compe%tors
Percep%on – Of what the product/service stands for
Awareness – That a product/service exists to meet their needs
Awareness
Percep%on
Posi%oning
Preference Key Objec%ves that build upon each other
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Integrated Media Pyramid The Integrated Media Pyramid…
Contains a MIX
of less complex and more complex media
to drive products (brands) through the brand adop%on process
MORE complex media
LESS complex media
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
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Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
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Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
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Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
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Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
Events
PERCEPTION
POSITIONING
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Complementary Role of Media • Your son will get his driver’s license in 1 year • What are you thinking?
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Buying Stages
• RESEARCH Stage: Becoming current and familiar with technologies, products, and vendors for poten4al future purchases
• EVALUATION Stage: Iden%fying an array of alterna%ve products and vendors for current projects or expected purchases
• PURCHAING Stage: Seeking comprehensive informa%on on specific products -‐-‐ features, benefits, specs, and applica%ons for near-‐term purchases
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Prospect Sees an Ad
Prospect calls Adver%ser for info
Adver%ser tries to track lead source
Prospect Sees an Ad
Prospect goes to the Web for more info
Prospect sends
Adver%ser an email
Adver%ser tries to track lead source
The Buying Process Has Evolved, So Must Our Marke%ng Strategies
• Today’s buyers are through the buying process before they contact a supplier/vendor! *
*Source: hUp://www.google.com/think/ar%cles/b2b-‐digital-‐evolu%on.html
Today’s Buyers Behavior
Yesterdays Buyer’s Behavior
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Research Stage of Brand Adop%on Process
• Time Frame: – One year from him geing his license
• Mind Set: – “What are good SUVs for my son?”
• Media Used: – Scan ads in magazines and newspapers – No%ce TV commercials – Hear radio commercials
• Results: – Ini%al awareness and thoughts about the latest SUVs
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Evalua%on Stage of Brand Adop%on Process
• Time Frame: – 6 months from your son geing
his drivers license • Mind Set:
– “I really need to narrow down our op4ons.”
• Media Used: – Look at online sites with videos,
reviews, pricing, comparisons – Review specific magazines
focused on cars and their features
• Results: – A narrowed list of SUVs that will
meet our needs
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Purchasing Stage of Brand Adop%on Process
• Time Frame: – 2 -‐ 3 months from your son geing
his license • Mind Set:
– “I need to get exact details, first hand experience, and make a decision.”
• Media Used: – Dig-‐in to websites for specific models – Contact/visit car dealerships
• Results: – Decision narrowed to two to three
brands and models; ready for nego%a%on
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Oil & Gas Decision Makers Rely On a Variety of Media Channels
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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Media Channels Vary During The Buying Process
At which stage in your buying process do you use the following types of media?
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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For business purposes, how has your use of the following media changed in the last year?
Top Changes in Media Consump%on
Increased
41% 45% 46%
51% 53%
Mobile Apps Industry Websites
Email NewsleUers
Digital Magazines
Search Engines
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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of the respondents stated that they are more likely to evaluate products and systems from alterna%ve vendors, compared to 4-‐5 years ago (i.e. those they have not purchased from in the past)
Oil & Gas Decision Makers Are Evalua%ng New Vendors
• This highlights the importance of developing a marke%ng strategy to ensure you stay top-‐of-‐mind and are considered during their evalua%on process.
56%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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Marke%ng Communica%ons is Essen%al for Considera%on
Prior to seriously considering a different vendor or mee%ng with their rep, do you prefer to have already gained insight into the company or product via its communica%ons programs (i.e. adver%sing, promo%on, sponsorships, etc.)?
• Consistent adver%sing will ensure you are being considered, especially knowing that 56% of the oil & gas professionals are more likely to evaluate new vendors this year!
85% Yes
Reasoning I can be more knowledgeable in the ques%ons I ask 71%
Lets me know what the company stands for (experience, performance, support, etc.) 69%
Gives me perspec%ve about where their products fit versus their compe%tors 67%
Gives me more assurance that the vendor might meet our needs 59%
Helps me decide whether or not we should contact the company 56%
I feel more confident discussing the solu%ons with the company 54%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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What MaUers to the Buyer? Please rate the following criteria for their importance in making purchasing decisions
• Are you focusing on the key criteria buyers use? • Brand loyalty isn’t going to cut it any more!
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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Oil & Gas Professionals Respond To Magazine Adver%sing What ac%ons have your taken as a result of viewing an adver%sement in this print magazine?
Source: 2013 Offshore Readership Survey
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Took ac%on aqer seeing an ad in the print magazines
90%
Fact: • 87% of the respondents said they
are very likely or somewhat likely to click on an online ad if they have seen you before in an industry magazine
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• Make sure you are crea%ng messaging that resonates with the audience to ensure maximum impact!
Geing The Buyers AUen%on What features make you want to read an adver%sement, and/or take an ac%on in this print magazine and digital magazine?
Source: 2013 Offshore Readership Survey
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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Make Sure Your Ads Are Designed For the Medium
Print magazine ad with QR code
Does not make sense in a
digital magazine ad
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Magazine Readers Buy Online
Studies show that 43% of magazine readers make online purchases vs. 21% of non-‐readers.
Source: Magazine.org/factbook
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Industry Websites Are The Most Trusted
53%
72%
Click on ads on Google
Fact
• Adver%sements on industry websites are trusted more than anywhere else.
Click on ads on Industry Websites
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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Relevant Marketers Today
Outline Objecaves
Make a Decision
Consider Soluaons
Review Metrics
Gather Metrics
Effecave Markeang Program
Idenafy Success Metrics
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Trends / Fast Growth Areas
• Mobile • Video • Social
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Which of the following devices do you currently own or plan to buy in the next 12 months?
Mobile Device Ownership
Facts: • The top content our audience is accessing on mobile
is: email, search engines, online ar%cles, news stories, and email newsleUers
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What Does This Mean For You?
• Think about "Mobile-‐first design" – Keep in mind Mobile ads ideally should drive people to a mobile friendly or responsive site
• Content needs to be diges%ble to increase likelihood of sharing – If consumers can digest your content quickly, they will more likely engage and share
• The tablet -‐ is it the “first screen” or “second screen” at home?
• Data-‐driven loca%on-‐based marke%ng
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Sources: hUp://www.youtube.com/yt/press/sta%s%cs.html hUp://digiday.com/brands/15-‐stats-‐brands-‐should-‐know-‐about-‐youtube/
Video Consump%on
Fact: • YouTube’s monthly viewership is equivalent to roughly
10 Super Bowl audiences
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C-‐Level Execu%ves Use Video For Business Purposes
• A recent study by Forbes asked more than 300 C-‐level execu%ves from businesses with over $500 million in revenues about their video consump%on habits – More than 80% of senior execu%ves are watching more online videos today than a year ago
– 75% said they watch videos on business-‐related websites at least once a week
• The study also showed that execu%ves were taking ac%on aqer watching work-‐related videos – 65% have visited a vendor’s website aqer watching a video
Source: hUp://leadsgenera%onmarke%ng.com/on-‐b2b-‐lead-‐genera%on-‐content-‐and-‐the-‐rise-‐of-‐videos
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Oil & Gas Professionals Maintain Ac%ve Profiles On Social Sites
67%
49%
15% 14%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
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For business purposes, how has your use of social media changed in the last year?
Changes In Social Media For Business Purposes
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
• While 49% of the professionals stated they maintain an ac%ve profile on FaceBook, 61% stated they do not use FaceBook for business purposes.
61%
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What User Behavior Tells Us
• There is no SINGLE media choice • Users rely on a variety of sources including magazines, websites, videos, events, etc.
• They are highly engaged and comfortable with a variety of media types depending on where they are in the buying process
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Key Takeaways • A marke%ng plan needs to move prospects through the buying process
• Data driven marke%ng plans will connect you with your target audience
• Be agile!
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Common Misconcep%ons Answered!
Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it
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Words To Market By
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” -‐-‐ Wayne Gretzky
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Thank You!
Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 [email protected] @dianegiannini hUp://www.linkedin.com/in/dianegiannini