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Media for the rest of us

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If you would like a copy, email me at msalup@hotmail.com

If you would like a copy, email me at msalup@hotmail.com

Published in: Business, News & Politics

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  • 1. Media for the rest of us How to navigate today’s media environment successfully whether you are a small business or a giant company 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 2. Not going to go into...
    • Media fragmentation
    • Nielsen ’s 3-screen research
    • The demise of television, print, out of home, radio, FSI ’s
    • The atomization of media
    • Fragmentation of the consumer
    • And all that jazz
    • They are all real. We need to get over them.
    11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 3. I would also like to avoid talking about this media, that media or the other one... 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 4. Advertising is only about modifying Behavior Choice Opinion 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 5. MEDIA DOESN’T DO THAT
    • Bad News
    11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 6. 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 7. Media Delivers 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 8. one 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 9. one decision 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 10. Eye opener #1 All messages are individual All media is local All media exists in the same plane All media goes into the same place 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 11. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 12. Millward Brown ’s BrandDynamics (c) Pyramid Brand Loyalty: The Link Between Attitude & Behavior How Brands Grow When Ads Work Recency Theory Eye openers #2 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 13. Understanding, Measuring, and Using Brand Equity Nigel Hollis, Andy Farr and Paul Dyson Nov/Dec 1996 For the average 7% of consumers who are “bonded” with a brand, that brand represents 38% of its purchasing But for the average 76% of consumers who are merely “aware”, that brand represents 13% of purchasing ocassions Awareness is not enough... what you need is consumers bonding with your brand 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 14. Brand Loyalty: The Link between Attitude and Behavior Joel Rubinson and Allan L. Baldinger Journal of Advertising Research, Nov/Dec 1996 Only about 12% of a brand ’s consumers can be considered loyal (purchase the brand a second time over 50% of the time). The average brand will lose 50% of its loyal consumers in a year. 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 15. Why Brands Grow Allan L. Baldinger, IPSOS-NPD  Edward Blair, University of Houston  Raj Echambadi, University of Central Florida Journal of Advertising Research, Jan/Feb 2002 Reach wins  Loyalty is a far second Penetration has an 83% correlation with share growth; loyalty only 59% 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 16. When Ads Work John Phillip Jones, 1995 For most products, a single impression is enough to cause a sale. A second impression may not be cost efficient. 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 17. One exposure is far more cost-effective in influencing brand purchase. Recency Theory 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 18.
    • The most effective media plan is boring:
    • High reach
    • Continuous
    • Low Frequency
    • Simple...
    But not simplistic Eye opener #3 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 19. 5% 10% 15% 25% 45% Every media delivers a disproportionate amount of weight to its heaviest viewers 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 20. So... pouring more money into a single medium is inefficient 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 21. And just as ineffective 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 22. Audiences were never monolithic and are even less so today 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 23. so... 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 24. Can it move the needle? Do you reach enough people to make an impact in your sales? 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 25. How far up the inverted pyramid do you need to be? Big Sales - High Reach Small Sales – Low Reach 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 26. How do I know how much reach? 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229 I need to sell 100,000,000 of these That makes it roughly 2,000,000 per week I am 70% of the market  70% of purchasing decisions Each tube = 1 purchasing decision Need to reach 2.8 million people who will purchase toothpaste every week  70% = 2,000,000 If there are 20,000,000 potential buyers and about ¼ of them will be in the market on a weekly basis, I need to reach 56% of them every week; 56% x 5,000,000 = 2,800,000
  • 27. Does my Message... Fit the Media In a recent test we conducted, contextual and behavioral advertising in the web outdelivered regular advertising 3:1 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 28. Tailoring Messaging and media 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 29. High Involvement Low Involvement Rational Emotional The FCB Grid High chance of a financial mistake if the wrong decision is made. Decisions tend to be objective. High chance of a financial mistake if the wrong decision is made. Decision tends to be subjective. Low chance of a financial mistake if the wrong decision is made. Decisions tend to be objective. Low chance of a financial mistake if the wrong decision is made. Decision tends to be subjective. 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 30. High Involvement Low Involvement Rational Emotional The FCB Grid Life ’s Big Decisions (e.g., life insurance) Life ’s Big Pleasures (e.g., a vacation) Life ’s small needs (e.g., toothpaste) Life ’s small pleasures (e.g., a soft drink) 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 31. High Involvement Low Involvement Rational Emotional The FCB Grid Media should be able to convey information (to ease decision, drive to action...) and have some sort of response device Media only needs to convey key points and perhaps a reason why 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 32.
    • Social / Personal
    • Previous use
    • Friend’s recs
    • Opinion leaders
    • Expert recs
    • Sampling
    • Obviously commercial messages
    • Mass media (TV, Radio, Web, Mobile...)
    • Advertorials
    • Long form commercials
    • Direct-response media (newsletters, FSI ’s...)
    • Stealth/ Non comm
    • Public relations
    • Product integration
    • Blogs
    • Celebrity uses
    11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 33. How many messages do I need? 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 34. Broad Reaching Media = General Messaging Limited Reach = Customized Messaging How many messages will I need? 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 35. Media Strategy - The Decision Tree So, what do I need to do? (Objectives) Media 1 Does it cover my reach and segmentation needs? Media 2 Media 3 Media 4 Does it match my messaging needs? Can I achieve results with my budget? Leftover Budget? Organize media by some parameter like CPM, Reach, Affinity, audience segmentation… and begin with the “best” medium 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229
  • 36. In summary Number of discrete groups Size of these groups Ability of the media to segment them in a cost-efficient way Messaging needs Budget Maintain Reach & Continuity Affect purchasing decisions 11/15/10 Marcelo Salup - msalup@hotmail.com, marcelo@salup.com, 305-215-7229