How to earn media space through integrated thinking @danpinch May 2011
About Atmosphere and +one
Advertising = telling everyone you’re great
Earned media = getting other people to say you’re great
Paid, Owned and Earned media Paid: Advertising Owned: Websites Newsletters In-house magazines Facebook Pages Twitter profi...
On average people pay attention to editorial content six times more than its surrounding advertising (Ogilvy, back in the ...
The more earned media you have, the less you have to spend on traditional advertising 15% of US tech media coverage US Ad ...
The new news cycle
Traditional campaign thinking ATL campaign idea (based on TV ad probably) Promotion / P.O.S PR Microsite Web ads Bill boar...
Traditional creative production line Strategy “the client wants to shift more XX” Channel planning “you’re using TV and bi...
Result = great TV ad, average, to sucky, everything else
Integrated thinking Creative platform idea Customer experience PR Facebook Page Web ads Bill boards TV spot Print Radio
Integrated team Strategy/planner Media planner Digital Social media PR Copy writer Designer The client The consumer
Result = something more interesting
kulula “you know what”
Media coverage and Facebook
Onboard giveaway
Kulula offers to pay lobola for Kate
PR coverage
The story goes global
Facebook tab
Facebook poll
Creating conversations
On-board giveaway
Results = R6 million+ in earned media space and a letter from the palace
Capitec Bank – Live Free
Sandcastle construction crew
Events page acts as activity hub
Le Budget Cafe
Le Budget Cafe
Creating talking points on Facebook
Blogger drops
Engaging consumers in the real world
R 2 million worth of coverage (traditional and blogs) to date
The brand your brand could smell like
@danpinch [email_address] www.atmosphere.co.za www.plus-one.co.za
Upcoming SlideShare
Loading in …5
×

How to earn media space through integrated thinking

1,538 views

Published on

Presented by Dan Pinch at Marketing Indaba 2011

Published in: Business, Technology
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,538
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
25
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

How to earn media space through integrated thinking

  1. 1. How to earn media space through integrated thinking @danpinch May 2011
  2. 2. About Atmosphere and +one
  3. 3. Advertising = telling everyone you’re great
  4. 4. Earned media = getting other people to say you’re great
  5. 5. Paid, Owned and Earned media Paid: Advertising Owned: Websites Newsletters In-house magazines Facebook Pages Twitter profiles In-store
  6. 6. On average people pay attention to editorial content six times more than its surrounding advertising (Ogilvy, back in the 70s) Word of mouth marketing is ten times more effective than TV or print advertising (Euro RSCG)
  7. 7. The more earned media you have, the less you have to spend on traditional advertising 15% of US tech media coverage US Ad spend in 2009 $376 million 3% of US tech media coverage US Ad spend in 2009 $1.2 billion
  8. 8. The new news cycle
  9. 9. Traditional campaign thinking ATL campaign idea (based on TV ad probably) Promotion / P.O.S PR Microsite Web ads Bill boards TV Print Radio
  10. 10. Traditional creative production line Strategy “the client wants to shift more XX” Channel planning “you’re using TV and billboards. (There’s a special on).” Everyone else “ok guys now repeat…uh I mean integrate the pay off line into whatever it is you fellas do.” “ We have an amazing 30 second spot concept for you.”
  11. 11. Result = great TV ad, average, to sucky, everything else
  12. 12. Integrated thinking Creative platform idea Customer experience PR Facebook Page Web ads Bill boards TV spot Print Radio
  13. 13. Integrated team Strategy/planner Media planner Digital Social media PR Copy writer Designer The client The consumer
  14. 14. Result = something more interesting
  15. 15. kulula “you know what”
  16. 16. Media coverage and Facebook
  17. 17. Onboard giveaway
  18. 18. Kulula offers to pay lobola for Kate
  19. 19. PR coverage
  20. 20. The story goes global
  21. 21. Facebook tab
  22. 22. Facebook poll
  23. 23. Creating conversations
  24. 24. On-board giveaway
  25. 25. Results = R6 million+ in earned media space and a letter from the palace
  26. 26. Capitec Bank – Live Free
  27. 27. Sandcastle construction crew
  28. 28. Events page acts as activity hub
  29. 29. Le Budget Cafe
  30. 30. Le Budget Cafe
  31. 31. Creating talking points on Facebook
  32. 32. Blogger drops
  33. 33. Engaging consumers in the real world
  34. 34. R 2 million worth of coverage (traditional and blogs) to date
  35. 35. The brand your brand could smell like
  36. 36. @danpinch [email_address] www.atmosphere.co.za www.plus-one.co.za

×