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Morgan & co media planning mix

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When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.

When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.

Published in: Business, News & Politics

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  • 1. The Right Media Mix And Risks of Getting It Wrong June 27, 2013
  • 2. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. - John Wanamaker
  • 3. Media Landscape
  • 4. What is “media”?
  • 5. What is “media”?
  • 6. $297,981,778 Louisiana Television Spending in 2011 U.S. Major Media Ad Spending, by Media, 2009-2015 billions 2009 2010 2011 2012 2013 2014 2015 TV $53.8 $59.0 $60.5 $65.0 $65.0 $67.0 $68.0 Internet $22.7 $25.8 $28.5 $32.6 $36.0 $40.5 $44.5 Newspapers $24.8 $22.8 $21.4 $20.7 $20.2 $20.0 $19.8 Radio $14.3 $15.3 $15.7 $16.4 $16.7 $17.1 $17.2 Directories $10.3 $9.3 $8.2 $7.3 $6.5 $5.7 $5.0 Magazines $15.5 $14.7 $13.9 $13.2 $12.6 $12.1 $11.6 Outdoor $5.9 $6.1 $6.4 $6.8 $7.1 $7.4 $7.6 Total $147.3 $153.0 $154.6 $162.0 $164.1 $169.8 $173.7
  • 7. Media Landscape Establishing Goals
  • 8. Types Of Goals Establish Differentiation Promote Services, Location(s) Communicate Values, Awards Awareness, Belief, Opinion Lead Generation – Phone Call, Email, Forms Location Traffic Sales Share Of Voice
  • 9. Quantifying Goals Media is about communicating with audiences. To achieve success for any campaign the correct amount of people must act appropriately. How many people will it take to embrace your organization’s services?
  • 10. Hospital Client Goal: Fill 100 Beds Quantify the goal: Average hospital stay is 3 days 365 days / 3 = 121.66 patients per bed 121 patients x 100 beds = 12,166 people annually Parish population of 228,000 5.3% of parish must get admitted annually
  • 11. Client Goal: Fill 500 Seats Quantify the goal: 500 people are need to attend a VIP event Direct mail is the preferred tactic Previous campaigns have netted a 2.5% response rate 20,000 direct mail pieces should be dropped (20,000 pieces x 2.5% return = 500 Attendees)
  • 12. Media Landscape Establishing Goals Understanding Audiences
  • 13. Not a one size fits all, must break down by life stage – 18-24 Women needing regular checkups – 25-40 Primary segment for pregnancy and family services – 40-50 – 50+ Rotate creative based on: Campaign (Maternal Fetal Health, OB/GYN, breast cancer) Seasonality (Breast Cancer Awareness Month, Mommy to Be Expo) Site (BabyCenter for Pre-Natal/Family Service/Pediatrician) Women’s Services
  • 14. By using research tools to identify demographic segments for targeting services, we can see that the audience for digestive disorders has a slight female skew but primarily affects adults over the age of 45 years. Next step would be to overlay demographic segment with lifestyle statements. Identifying Demographic Segment Source: Simmons, Fall 2008, full year Consulted Gastroenterologist in last 12 months Ailments: Digestive Disorders Total Sample 100 100 GENDER: MALE 84 75 GENDER: FEMALE 115 123 AGE: 18 - 24 29 56 AGE: 25 - 34 52 84 AGE: 45 - 54 123 108 AGE: 55 - 64 145 111 AGE: 65+ 155 138 M18 - 24 12 37 F18 - 24 47 76 Male 25 - 34 26 51 Female 25 - 34 75 114 Male 35 - 44 81 83 Female 35 - 44 63 90 Male 45 - 54 104 87 Female 45 - 54 142 130 Male 55 - 64 142 81 Female 55 - 64 147 141 Male 65+ 115 97 Female 65+ 187 171
  • 15. Media Landscape Establishing Goals Understanding Audiences Media Mix
  • 16. Consumers use media channels at varying degrees of intensity and for various reasons. Its critical to understand the role that each media channel plays within a consumer’s life and life stage. Daily Time Spent with Media According to U.S. Consumers, 2010-2012 hrs:mins 2010 2011 2012 TV 5:27 5:06 5:05 Internet 2:34 2:56 3:07 Radio 1:52 2:00 1:50 Video games 0:26 0:39 0:48 Newspapers 0:20 0:19 0:18 Magazines 0:15 0:14 0:14
  • 17. Mass reach, product launch, efficiency, visual, influence Traffic builder, targeted, frequency, promotional Informational, targeted, graphic impact, influence Local traffic builder, targeted, promotional, immediacy Saturation coverage, impact, geographical Immediacy, targeting, tracking, optimization, flexible, two-way mass medium Promotional, impact, WOM, sampling Conversational, engaging, WOM
  • 18. Broadcast TV Cable TV Radio National Local National Local National Local Audience Selectivity Good Good Good Good Good Good Reach Potential High High Low Low Average Average Speed Of Audience Accumulation Fast Fast Fast Fast Fast Fast Geographic Flexibility Poor Good Poor Best Poor Best Lead Time Needed To Buy Long Shorter Long Shorter Long Shorter Advertising Exposure Control Mostly yes Mostly yes Mostly yes Mostly yes Yes Yes Location At Time Of Exposure Mostly at home Mostly at home Mostly at home Mostly at home Mostly out of home Mostly out of home
  • 19. Magazine Newspaper Outdoor Transit Interactive Audience Selectivity Better Good Poor Poor Good Reach Potential Average Low High High Average Speed Of Audience Accumulation Slow Fast Slow Slow Good Geographic Flexibility Good Good Best Best Good Lead Time Needed To Buy Long Short Long Long Shorter Advertising Exposure Control No No No No Yes Location At Time Of Exposure Primarily in home; heavy out of home In home and out of home Out of home Out of home In home and out of home
  • 20. Reach and Frequency REACH: The percent of different people or households exposed to a specific media schedule within a given period of time, expressed as a percentage An unduplicated or net audience Can be used to refer to a single media property or a media schedule FREQUENCY: The average number of times a target audience or household is reached by a media schedule Industry average for planning is a minimum of 3x average frequency
  • 21. It gives you a sense of how much media delivery will be generated If your brand has something new today or is using a media class for the first time, reach should be emphasized Emphasize frequency if your product competes in a highly competitive market or is purchased frequently Reach & Frequency can be used to compare alternatives within a media mix and judge different combinations of media forms Underlying assumptions: The more often people are exposed, the more likely they are to learn and retain information Too many exposures can bore, annoy or have no incremental increase in learning The more time between exposures, the more likely they are to forget what they learned Reach and Frequency
  • 22. Share of Voice: the amount of spending in a market in a category Can be defined by brand, product set, etc. When planning for a campaign in a highly competitive arena, you need to analyze what the competition is doing. If you have sales figures among the competitive set, you can analyze SOV (Share of Voice) versus SOM (Share of Market) Start with requesting competitive spending reports Gauge if you are running sufficient levels, what your share of voice is in the market and what is needed to be to “shout louder” You might be able to request competitive spending by products, by month, by quarter, by tactic, by market, etc. Share of Voice – Competitive Analysis
  • 23. Continuity: - Relatively low media weight - Continuous (or near continuous) on-air presence - Typical for recency approach Flighting: - High media weights - Short bursts - Typical for frequency optimization Pulsing: - Combines the advantages of flighting and continuity Other strategies: - Others are possible, choice depends on objectives and given situation Scheduling Strategies
  • 24. Media Landscape Establishing Goals Understanding Audiences Media Mix Tracking and Measuring
  • 25. - 5 10 15 20 25 30 35 $- $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 Ad Spend ER Visit
  • 26. - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 Sandwich Board Sidewalk Chalk Skywriting Building Mural Pageviews Impressions Pageviews
  • 27. Media Landscape Establishing Goals Understanding Audiences Media Mix Tracking and Measuring Risks of Getting It Wrong
  • 28. Potential shakeup in healthcare category ad spending and noise due to Obama Care 4,996,074 LA’s population in 2020 (+9.95%) Healthcare is one of the fastest growing verticals for online advertising
  • 29. The rise in “neighborhood medical centers” will increase pressure on the current hospital business models and impact consumer perceptions and behavior. A growing Louisiana will continue to need healthcare solutions, and will turn to someone. The saturation of information, opinions and referral options on the internet (I.E.: WebMD, Social Media, Blogs) will continue to shape consumer’s decision making process.
  • 30. Will they be turning to your organization for that solution? A misaligned media mix is more than wasted money. It’s a missed opportunity to capture a new customer. Or continue to build experiences with an existing customers. Getting the media mix wrong is lost business that you may never get back.
  • 31. Media Landscape Establishing Goals Understanding Audiences Media Mix Tracking and Measuring Risks of Getting It Wrong Parting Words
  • 32. Establish quantifiable goals Find your audience Understand their communication habits Own a media channel Utilize unique tactics Track and measure Optimize against goals
  • 33. Thank you www.morganandco.com www.facebook.com/MorganAndCoMedia