e v a l u a t i n g  m e d i a  c h o i c e s A u g u s t  2 8 ,  2 0 0 8 - by Mandy de León
i n t r o d u c t i o n s
<ul><li>24 years </li></ul><ul><li>one of Houston’s top agencies </li></ul><ul><li>senior-level account team </li></ul><ul...
<ul><li>definition of media – the vehicle for getting your message out to the public </li></ul><ul><li>some crossover betw...
<ul><li>know your audience, your buyers </li></ul><ul><li>market research is important  - do it if you have the budget for...
o u t d o o r  &  s i g n s
outdoor & signs <ul><li>onsite and offsite signs </li></ul><ul><li>billboards and premier panels </li></ul><ul><ul><li>per...
outdoor & signs
outdoor & signs
outdoor & signs
outdoor & signs
p r i n t  m e d i a
<ul><li>newspaper </li></ul><ul><ul><li>Houston Chronicle – citywide & zoned </li></ul></ul><ul><ul><li>Houston Community ...
print  – an unobtrusive form of media
print  – an unobtrusive form of media
<ul><li>magazines and other pubs </li></ul><ul><ul><li>national, citywide, regional </li></ul></ul><ul><ul><li>relocation,...
d i r e c t  m a i l
direct mail – a little more intrusive <ul><li>lists – how targeted can you get </li></ul><ul><li>postal regulations </li><...
direct mail – a little more intrusive <ul><li>variable printing with purls </li></ul><ul><ul><li>have to print your direct...
direct mail – a little more intrusive <ul><li>variable printing with purls </li></ul><ul><ul><li>the provider will have al...
b r o a d c a s t  m e d i a
broadcast media – most intrusive <ul><li>television  </li></ul><ul><li>radio  </li></ul>
broadcast media – original model <ul><li>television  </li></ul><ul><li>3 networks with local affiliates in each broadcast ...
broadcast media – original model <ul><li>radio </li></ul><ul><li>even in the largest of markets, there were 10 stations, a...
broadcast media – today’s model <ul><li>as of this morning, that is </li></ul><ul><li>because the only given in today’s fa...
broadcast media – Houston, Texas <ul><li>there are  17 TV stations, 9 general market and 8 spanish language </li></ul><ul>...
broadcast media – Houston, Texas <ul><li>there are in-store TV advertising opportunities in the grocery store </li></ul><u...
broadcast media – Houston, Texas <ul><li>there are now 41 radio stations in the Houston market, 9 of which are spanish lan...
broadcast media – Houston, Texas <ul><li>as you can imagine, the radio/TV audience is more fragmented than ever before </l...
broadcast media – Houston, Texas <ul><li>CPPs (cost per points) are higher than ever </li></ul><ul><li>every sales rep who...
broadcast media – Houston, Texas <ul><li>how do you weed through the propaganda to build a media plan that’s cost effectiv...
broadcast media – Houston, Texas <ul><li>while nearly every bit of advertising you might do reaches someone and is of some...
broadcast media – Houston, Texas <ul><li>research helps you target, while keeping up with rates and ratings allows you to ...
i n t e r n e t
internet <ul><li>websites and SEO </li></ul><ul><li>internet advertising – static, animated and interactive </li></ul><ul>...
internet SEO
internet SEO <ul><li>Why internet </li></ul>1999 - $0 in new media 2007 - over $15 billion  (11% of all media) 2011 - over...
internet SEO THE INTERNET = Math + Words KNOW THE MATH TO OWN THE WORDS
internet SEO <ul><li>93.7% of all searches end on front page 35 billion sites in GOOGLE index </li></ul><ul><li>1 billion ...
internet SEO the key is WORD OWNERSHIP 3 TYPES OF WORDS category words territory words brand words in the new media, words...
internet SEO what causes sites to win organic? SIMPLE:  math + words your competition’s math and their use of words beats ...
internet SEO – the process <ul><ul><li>1. research – competitive sites, key words, top search engines – Google, Yahoo, MSN...
internet SEO – the process <ul><ul><li>4. report the results </li></ul></ul><ul><ul><li>how much traffic comes to your sit...
internet SEO – the process <ul><li>social networks, blogs, YouTube - these help with SEO – more links and content on the w...
internet advertising <ul><li>internet advertising – static, animated and interactive </li></ul><ul><li>while it’s easy to ...
 
internet – email campaigns <ul><li>email  campaigns </li></ul><ul><li>inexpensive </li></ul><ul><li>be CAN-SPAM compliant ...
t e l e m a r k e t i n g  &  t e x t  m e s s a g i n g
telemarketing & text messaging <ul><li>telemarketing  / voice broadcasting – why not? permission-based </li></ul><ul><li>c...
telemarketing & text messaging <ul><li>mobile marketing –  interactive text messaging </li></ul><ul><ul><li>add a short co...
telemarketing & text messaging <ul><li>mobility marketing </li></ul><ul><ul><li>advertisers' also have access to real-time...
 
 
 
n o n  t r a d i t i o n a l  m e d i a
non traditional media – the sky’s the limit! (literally) <ul><li>mall, airport advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>mall, airport, advertising </li></ul><ul><ul><li>on board...
non traditional media – the sky’s the limit! (literally) <ul><li>cinema interactive floor advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>aerial advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>aerial advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>graffiti advertising, street art mural advertising </li><...
non traditional media – the sky’s the limit! (literally) <ul><li>live mobile billboard </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>floating billboards </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>bags and other promotional items </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>projection, floor advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>parking stripe advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>parking stripe advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>van and car wraps, school buses </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>bus advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>taxi advertising </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>van wraps, cement mixers </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>crop art, corn field mazes </li></ul>
non traditional media – the sky’s the limit! (literally) <ul><li>grocery carts, fuel pump handles, golf carts, parking lot...
a  w o r d  a b o u t  P R
a word about public and media relations <ul><ul><li>the most economical way by far to reach mass audiences  </li></ul></ul...
c o n c l u s i o n s
conclusions <ul><li>media is constantly changing and at a faster pace than ever before </li></ul><ul><li>more media choice...
Q&A
thank you!
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Media Presentation

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This is a presentation I made to the Greater Houston Builders Association MIRM class in 2008.

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Media Presentation

  1. 1. e v a l u a t i n g m e d i a c h o i c e s A u g u s t 2 8 , 2 0 0 8 - by Mandy de León
  2. 2. i n t r o d u c t i o n s
  3. 3. <ul><li>24 years </li></ul><ul><li>one of Houston’s top agencies </li></ul><ul><li>senior-level account team </li></ul><ul><li>full-service agency </li></ul><ul><li>member of AAAA </li></ul><ul><li>successful track record </li></ul><ul><li>Houston’s “super bowl” agency </li></ul>background
  4. 4. <ul><li>definition of media – the vehicle for getting your message out to the public </li></ul><ul><li>some crossover between media and other marketing disciplines </li></ul><ul><li>discuss various media - pros and cons </li></ul><ul><li>how to determine what to buy </li></ul><ul><li>how to evaluate the media </li></ul><ul><li>how to measure effectiveness </li></ul><ul><li>terminology – reach and frequency, etc. </li></ul>what we will talk about
  5. 5. <ul><li>know your audience, your buyers </li></ul><ul><li>market research is important - do it if you have the budget for it </li></ul><ul><li>audience fragmentation – state of the media today </li></ul>what we will talk about
  6. 6. o u t d o o r & s i g n s
  7. 7. outdoor & signs <ul><li>onsite and offsite signs </li></ul><ul><li>billboards and premier panels </li></ul><ul><ul><li>perms and rotaries </li></ul></ul><ul><ul><li>measurement </li></ul></ul><ul><ul><ul><li>cars per day </li></ul></ul></ul><ul><ul><li>spectaculars </li></ul></ul><ul><ul><ul><li>Chick-Fil-A </li></ul></ul></ul><ul><ul><li>legibility and color </li></ul></ul><ul><li>resource: clearchanneloutdoor.com/resources/creative_center/creativeGuidelines.htm </li></ul>
  8. 8. outdoor & signs
  9. 9. outdoor & signs
  10. 10. outdoor & signs
  11. 11. outdoor & signs
  12. 12. p r i n t m e d i a
  13. 13. <ul><li>newspaper </li></ul><ul><ul><li>Houston Chronicle – citywide & zoned </li></ul></ul><ul><ul><li>Houston Community Newspapers </li></ul></ul><ul><ul><li>other local newspapers </li></ul></ul><ul><li>resource: stateofthenewsmedia.org </li></ul>print – an unobtrusive form of media
  14. 14. print – an unobtrusive form of media
  15. 15. print – an unobtrusive form of media
  16. 16. <ul><li>magazines and other pubs </li></ul><ul><ul><li>national, citywide, regional </li></ul></ul><ul><ul><li>relocation, chamber of commerce </li></ul></ul><ul><ul><li>realtor </li></ul></ul><ul><ul><li>trade (HMJ, Houston Lawyer, etc.) </li></ul></ul><ul><ul><li>neighborhood newsletters </li></ul></ul><ul><ul><li>other </li></ul></ul><ul><li>resource: dmnews.com </li></ul>print – an unobtrusive form of media
  17. 17. d i r e c t m a i l
  18. 18. direct mail – a little more intrusive <ul><li>lists – how targeted can you get </li></ul><ul><li>postal regulations </li></ul><ul><li>flat mail vs. 3D objects </li></ul><ul><li>the offer! </li></ul><ul><li>variable printing </li></ul><ul><ul><li>personalized urls (purls) or telephone tracking numbers </li></ul></ul><ul><li>rate of return </li></ul><ul><li>resource: the-dma.org </li></ul>
  19. 19. direct mail – a little more intrusive <ul><li>variable printing with purls </li></ul><ul><ul><li>have to print your direct mail piece digitally </li></ul></ul><ul><ul><li>purl provider creates a microsite </li></ul></ul><ul><ul><li>on this microsite you can do things like </li></ul></ul><ul><ul><ul><li>extend your offer </li></ul></ul></ul><ul><ul><ul><li>surveys </li></ul></ul></ul><ul><ul><ul><li>online coupons </li></ul></ul></ul><ul><ul><ul><li>direct to the website </li></ul></ul></ul>
  20. 20. direct mail – a little more intrusive <ul><li>variable printing with purls </li></ul><ul><ul><li>the provider will have all kinds of online reporting </li></ul></ul><ul><ul><li>can trigger emails to you to tell you when someone has logged into their purl </li></ul></ul><ul><ul><li>studies have show that purls improve direct mail campaign effectiveness by up to 400% </li></ul></ul><ul><li>resource: easypurl.com </li></ul>
  21. 21. b r o a d c a s t m e d i a
  22. 22. broadcast media – most intrusive <ul><li>television </li></ul><ul><li>radio </li></ul>
  23. 23. broadcast media – original model <ul><li>television </li></ul><ul><li>3 networks with local affiliates in each broadcast market </li></ul><ul><li>1 to 2 independent stations in major cities </li></ul><ul><li>no cable, satellite, digital sub carriers, low power, institutional networks, or spanish language stations </li></ul>
  24. 24. broadcast media – original model <ul><li>radio </li></ul><ul><li>even in the largest of markets, there were 10 stations, at most, that garnered the bulk of the listeners </li></ul><ul><li>these stations had distinct formats and personalities which differentiated them </li></ul><ul><li>no HD radio, no Spanish language </li></ul>
  25. 25. broadcast media – today’s model <ul><li>as of this morning, that is </li></ul><ul><li>because the only given in today’s fast-paced broadcast environment is that the options are constantly changing </li></ul><ul><li>the target viewer / listener is a moving target, ever more elusive </li></ul><ul><li>the cost of reaching that potential customer is constantly in flux </li></ul>
  26. 26. broadcast media – Houston, Texas <ul><li>there are 17 TV stations, 9 general market and 8 spanish language </li></ul><ul><li>plus multiple cable companies with 50+ networks </li></ul><ul><li>satellite TV, and digital sub channels for most major TV stations </li></ul>
  27. 27. broadcast media – Houston, Texas <ul><li>there are in-store TV advertising opportunities in the grocery store </li></ul><ul><li>ABC 13 is partnered with Wal-Mart on gas station TV advertising </li></ul><ul><li>to say nothing of how people watch TV now … webcasts on their computer, downloads on their phone, delayed viewing with DVRs </li></ul>
  28. 28. broadcast media – Houston, Texas <ul><li>there are now 41 radio stations in the Houston market, 9 of which are spanish language </li></ul><ul><li>most have HD channels, stream online and sell advertising on their web sites </li></ul>
  29. 29. broadcast media – Houston, Texas <ul><li>as you can imagine, the radio/TV audience is more fragmented than ever before </li></ul><ul><li>ratings on each station are lower, while demand is higher </li></ul><ul><li>in this “seller’s market”, the buying power of your advertising budget is strained like never before </li></ul>
  30. 30. broadcast media – Houston, Texas <ul><li>CPPs (cost per points) are higher than ever </li></ul><ul><li>every sales rep who calls on you highlights their station’s best assets and insists that advertising with them is a must </li></ul>
  31. 31. broadcast media – Houston, Texas <ul><li>how do you weed through the propaganda to build a media plan that’s cost effective and works? </li></ul>
  32. 32. broadcast media – Houston, Texas <ul><li>while nearly every bit of advertising you might do reaches someone and is of some value, companies can’t afford to do every form of advertising available </li></ul><ul><li>you have a limited budget and you need to maximize its return </li></ul>
  33. 33. broadcast media – Houston, Texas <ul><li>research helps you target, while keeping up with rates and ratings allows you to know whether or not you’re getting a deal or over paying </li></ul><ul><li>most companies with an established marketing/advertising budget rely on an advertising agency or media buying service to handle their broadcast placement </li></ul>
  34. 34. i n t e r n e t
  35. 35. internet <ul><li>websites and SEO </li></ul><ul><li>internet advertising – static, animated and interactive </li></ul><ul><li>email campaigns </li></ul><ul><li>social networks </li></ul><ul><li>blogs </li></ul>
  36. 36. internet SEO
  37. 37. internet SEO <ul><li>Why internet </li></ul>1999 - $0 in new media 2007 - over $15 billion (11% of all media) 2011 - over $40 billion
  38. 38. internet SEO THE INTERNET = Math + Words KNOW THE MATH TO OWN THE WORDS
  39. 39. internet SEO <ul><li>93.7% of all searches end on front page 35 billion sites in GOOGLE index </li></ul><ul><li>1 billion x a day USA to internet </li></ul><ul><li>25% of those thru search </li></ul><ul><li>75% not thru search… </li></ul><ul><li>2 types of results in search </li></ul><ul><ul><li>20% to paid; 80% to organic </li></ul></ul><ul><li>this is all the math you need today… </li></ul>
  40. 40. internet SEO the key is WORD OWNERSHIP 3 TYPES OF WORDS category words territory words brand words in the new media, words have replaced demographics
  41. 41. internet SEO what causes sites to win organic? SIMPLE: math + words your competition’s math and their use of words beats your math and your use of words
  42. 42. internet SEO – the process <ul><ul><li>1. research – competitive sites, key words, top search engines – Google, Yahoo, MSN </li></ul></ul><ul><ul><li>2. plan – decide which category, territory and brand words we want to own, set a budget </li></ul></ul><ul><ul><li>3. do the work – content + connectivity </li></ul></ul>
  43. 43. internet SEO – the process <ul><ul><li>4. report the results </li></ul></ul><ul><ul><li>how much traffic comes to your site from each search engine? </li></ul></ul><ul><ul><li>how much of that traffic typed in your key words from each search engine? </li></ul></ul><ul><ul><li>how many links into your site? </li></ul></ul><ul><ul><li>how many search engine rankings do you have for each of the words you want to own? </li></ul></ul><ul><ul><li>AND… how much do these increase month to month to month…??? </li></ul></ul>
  44. 44. internet SEO – the process <ul><li>social networks, blogs, YouTube - these help with SEO – more links and content on the www </li></ul>
  45. 45. internet advertising <ul><li>internet advertising – static, animated and interactive </li></ul><ul><li>while it’s easy to measure impressions and click-thrus, it’s hard to measure conversions – just like print or outdoor advertising </li></ul><ul><li>pay per click </li></ul>
  46. 47. internet – email campaigns <ul><li>email campaigns </li></ul><ul><li>inexpensive </li></ul><ul><li>be CAN-SPAM compliant </li></ul><ul><li>resource (interesting statistics): http://www.emaillabs.com/tools/email-marketing-statistics.html#eretail </li></ul>
  47. 48. t e l e m a r k e t i n g & t e x t m e s s a g i n g
  48. 49. telemarketing & text messaging <ul><li>telemarketing / voice broadcasting – why not? permission-based </li></ul><ul><li>call tracking – whoscalling.com </li></ul><ul><ul><li>call measurement and call monitoring system </li></ul></ul><ul><ul><li>gives you a unique phone number for every marketing tactic you use </li></ul></ul><ul><ul><li>reporting - captures vital intelligence on all of your marketing efforts, every lead you generate, and your staff's performance </li></ul></ul><ul><ul><li>web based </li></ul></ul>
  49. 50. telemarketing & text messaging <ul><li>mobile marketing – interactive text messaging </li></ul><ul><ul><li>add a short code number (five digits) to any existing print, broadcast, signage or display campaign </li></ul></ul><ul><ul><li>viewers or listeners wanting to learn more about a product can use their mobile phone to text the advertisement's displayed keyword to the short code </li></ul></ul><ul><ul><li>the service instantly sends information about the advertisement to the individual's mobile phone via a reply text </li></ul></ul>
  50. 51. telemarketing & text messaging <ul><li>mobility marketing </li></ul><ul><ul><li>advertisers' also have access to real-time reporting showing volumes of texts, click-throughs and links forwarded to friends </li></ul></ul><ul><ul><li>there is no charge the texter to use the service (an individual's mobile phone provider's SMS text messaging rates will apply), and advertisers' are charged by volume of keywords texted </li></ul></ul><ul><li>resource: 4info.net </li></ul>
  51. 55. n o n t r a d i t i o n a l m e d i a
  52. 56. non traditional media – the sky’s the limit! (literally) <ul><li>mall, airport advertising </li></ul>
  53. 57. non traditional media – the sky’s the limit! (literally) <ul><li>mall, airport, advertising </li></ul><ul><ul><li>on boards, luggage returns </li></ul></ul>
  54. 58. non traditional media – the sky’s the limit! (literally) <ul><li>cinema interactive floor advertising </li></ul>
  55. 59. non traditional media – the sky’s the limit! (literally) <ul><li>aerial advertising </li></ul>
  56. 60. non traditional media – the sky’s the limit! (literally) <ul><li>aerial advertising </li></ul>
  57. 61. non traditional media – the sky’s the limit! (literally) <ul><li>graffiti advertising, street art mural advertising </li></ul>
  58. 62. non traditional media – the sky’s the limit! (literally) <ul><li>live mobile billboard </li></ul>
  59. 63. non traditional media – the sky’s the limit! (literally) <ul><li>floating billboards </li></ul>
  60. 64. non traditional media – the sky’s the limit! (literally) <ul><li>bags and other promotional items </li></ul>
  61. 65. non traditional media – the sky’s the limit! (literally) <ul><li>projection, floor advertising </li></ul>
  62. 66. non traditional media – the sky’s the limit! (literally) <ul><li>parking stripe advertising </li></ul>
  63. 67. non traditional media – the sky’s the limit! (literally) <ul><li>parking stripe advertising </li></ul>
  64. 68. non traditional media – the sky’s the limit! (literally) <ul><li>van and car wraps, school buses </li></ul>
  65. 69. non traditional media – the sky’s the limit! (literally) <ul><li>bus advertising </li></ul>
  66. 70. non traditional media – the sky’s the limit! (literally) <ul><li>taxi advertising </li></ul>
  67. 71. non traditional media – the sky’s the limit! (literally) <ul><li>van wraps, cement mixers </li></ul>
  68. 72. non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
  69. 73. non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
  70. 74. non traditional media – the sky’s the limit! (literally) <ul><li>wallscapes, building wraps </li></ul>
  71. 75. non traditional media – the sky’s the limit! (literally) <ul><li>crop art, corn field mazes </li></ul>
  72. 76. non traditional media – the sky’s the limit! (literally) <ul><li>grocery carts, fuel pump handles, golf carts, parking lots </li></ul><ul><li>ATM screens, video screens </li></ul><ul><li>POP displays </li></ul><ul><li>fun resource: http://www.crookedbrains.net/search/label/Advertisements </li></ul>
  73. 77. a w o r d a b o u t P R
  74. 78. a word about public and media relations <ul><ul><li>the most economical way by far to reach mass audiences </li></ul></ul><ul><li>stimulates awareness of and demand for your company products or services </li></ul><ul><li>develops a stronger, more controlled image for your firm </li></ul><ul><li>creates the perception that the company is active, &quot;on the move&quot; </li></ul><ul><li>has seven times the credibility of advertising , studies show (book : the fall of advertising and the rise of PR by Ries) </li></ul><ul><li>provides an advantage over competitors who do not use ‘P.R.’ effectively </li></ul>
  75. 79. c o n c l u s i o n s
  76. 80. conclusions <ul><li>media is constantly changing and at a faster pace than ever before </li></ul><ul><li>more media choices than ever before </li></ul><ul><li>buyers are constantly changing </li></ul><ul><li>audiences more fragmented </li></ul><ul><li>what worked yesterday may not work today </li></ul><ul><li>combine media for the best outcome </li></ul><ul><li>make an educated decision and go with it </li></ul><ul><li>try things and evaluate </li></ul><ul><li>sorry, there is not one right answer! </li></ul>
  77. 81. Q&A
  78. 82. thank you!

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