Good Research Tells A Story

Good RESEARCH tells a STORY Kelly McGillivray Peoplecount

Are you SELLING what Media Buyers are BUYING?

What are you selling?
locations
technology
screens
time
exposures
CPMs
audience
content
coverage
sexiness
service
support

So is EVERYBODY else

So, what ARE Media Buyers really BUYING?

You want to be SELLING what Media Buyers are BUYING! And what is that?

Accountability

RESULTS for my client? PROVE it!

What they are really saying… “Don’t make me REGRET this.”

Credibility

Why should I spend my client’s MONEY on you?

What they are really saying… “Why should I risk my REPUTATION on you?”

Differentiation

Media Planners Think “TV” 2007 Ad Spend – OAAA

Accountability + Credibility + Differentiation = YOUR STORY

Your STORY is in the NUMBERS

Metrics Gold Nuggets Compelling Story Research

Highest TRAFFIC Observed by Peoplecount (1,000s per week)

“ Captivate reaches more managers than Forbes, Fortune, Business Week
and The Wall Street Journal combined.”
A Good TRAFFIC Story

Typical DWELL TIMES Observed by Peoplecount (minutes)

“ In traffic, it takes
up to 14 minutes
to pass this sign.”
A Good DWELL TIME Story (Outdoor Video Screen)

NOTICE Rates Observed by Peoplecount (Aided + Unaided)

We learned…
Short loop
Eye level
Simple content
Pilot studies are GOOD

Imagine telling your STORY

STORY = SOLUTION
(Specific Measurable Results)

It’s easier to sell
STEAK
than SIZZLE

“ Thank you.” Kelly McGillivray President & Chief Methodologist [email_address]

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by KellyMcG on Nov 24, 2008