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TMK.edu Communications Planning: June 2015

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Presented by Monique Lemus: June 24, 2015

This presentation covers how communications planning is the basis for how we approach media campaigns for our clients, why communications strategy is important from the onset and what factors should be considered when building our communications plan. We will also cover the notion of POEM and how to develop communication plans that work cohesively across paid, owned and earned media, to get the best results from all aspects of our clients' media presence.

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TMK.edu Communications Planning: June 2015

  1. 1. COMMUNICATIONS PLANNING:WHAT IT IS ANDWHY ITS IMPORTANT JUNE 24, 2015 Friday, August 28, 15
  2. 2. 2 What we’ll talk about • WHAT IS COMMS PLANNING? • PROCESS DEFINED • LIVE EXAMPLES • SUMMARY Friday, August 28, 15
  3. 3. 3 LOTS OF NAMES FOR IT... Media PlanningEngagement Planning Communications Planning Contact PlanMedia Strategy Channel Planning Friday, August 28, 15
  4. 4. 4 BUT WHAT IS COMMUNICATIONS PLANNING? “Communication planning is the art and science of reaching target audiences using marketing communication channels such as advertising, public relations, experiences or direct mail for example. It is concerned with deciding who to target, when, with what message and how” Friday, August 28, 15
  5. 5. 5 MORE SIMPLY DEFINED... Reaching the right AUDIENCE... ...With the right MESSAGE... ...At the right TIME! Friday, August 28, 15
  6. 6. 6 UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider Friday, August 28, 15
  7. 7. 7 UNIFIED STRATEGY IN A CHAOTIC WORLD Comms planning helps us... ✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan ✓Ensure consistency across all media and communications ✓Outlines clear outcomes and expectations ...When there’s so much to consider Friday, August 28, 15
  8. 8. 8 COMMUNICATIONS PLANNING CYCLE Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM. Find the BIG IDEA. Tactics Planning: Define channel roles, budget allocations, develop media plan Implementation: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings Friday, August 28, 15
  9. 9. 9 COMMUNICATIONS PLANNING CYCLE Brand Immersion: Understand the Brand, the business and the target. Determine goals and campaign parameters Strategy Development: Map out strategic framework across all channels, include POEM Tactics Planning: Define channel roles, budget allocations, develop media plan Implementation: Implement, execute and monitor media plan Evaluation: Analyze campaign performance, gather insights and learnings Friday, August 28, 15
  10. 10. 10 BRAND IMMERSION...FIRST STEPS, KNOW YOUR CLIENT Deep dive into brand’s business and campaign nuances. Ask questions, get clarity. Understand the client and their business via desk research & client provided materials Client briefs provide info on background, campaign objectives, target market, budget, etc Friday, August 28, 15
  11. 11. 11 BRAND IMMERSION: ALL THE TEAM PLAYERS All looking to help client achieve objectives and Media Planning Agency Media Buying Agency Social Media Agency Creative Agency Events Marketing Agency Public Relations Agency CRM Agency SEO Agency In house media department Mobile Marketing Agency Branding Firm Content Marketing Agency Friday, August 28, 15
  12. 12. 12 BRAND IMMERSION: COMPETITIVE & CATEGORY KNOWLEDGE Conduct a full market landscape analysis to understand what other brands are doing in media and how to best compete and stand out in the market space Quantitative Analysis: What are competitors spending? How are they spending? Qualitative Analysis: What are the communications platforms? What trends do we see? Friday, August 28, 15
  13. 13. 13 BRAND IMMERSION: TARGET INSIGHTS Understand the target- who it is, what they like, how they live and how they interact with brands and media. Target insights can help map out the consumer journey through media, which helps inform media touchpoints Friday, August 28, 15
  14. 14. 14 BRAND IMMERSION: UNDERSTAND CAMPAIGN GOALS & LIMITATIONS ✓ Awareness? ✓ Brand lift? ✓Revenue? ✓Acquisition? ✓Everything???? What does your client want to achieve? And what might make that difficult?? ✓Budget restrictions ✓Cluttered marketplace/ seasonality ✓Brand hurdles Friday, August 28, 15
  15. 15. 15 STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER Target Insights Marketplace & Industry Trends Agency Partner Insights/Ideas (e.g. message or comms platform) Campaign Goals Obstacles to overcome Friday, August 28, 15
  16. 16. 16 STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER The media strategy or communications strategy combines all insights to identify the “big idea”, optimal touch points or platforms for the campaign Target Insights Marketplace & Industry Trends Obstacles to overcome Agency Partner Insights/ Ideas (e.g. message or comms platform) Campaign Goals Friday, August 28, 15
  17. 17. Owned Media: Brand’s own content (website, social platforms, etc) 17 STRATEGIC DEVELOPMENT- NOT ALL ABOUT PAID MEDIA Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands have many options and outlets to communicate with their target Paid Media: Traditional Advertising across any channel Earned Media: Blogs, PR, Press, Shares, etc Friday, August 28, 15
  18. 18. 18 STRATEGIC DEVELOPMENT- PAID_OWNED_EARNED MEDIA While we specialize in paid media, our jobs as planners is to consider how all media works together The importance of POEM: ✓Stretches budget ✓Opens up more opportunities for visibility and engagement ✓Creates the most cohesive marketing programs Friday, August 28, 15
  19. 19. 19 STRATEGIC DEVELOPMENT- DEVELOPING A STRATEGIC FILTER Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the communications strategy: ✓Does this achieve campaign objective? ✓Does this communicate our message? ✓Are we effectively and efficiently achieving our objective? ✓Are we speaking to our target? At the right time? In the right places? ✓Does this leverage all other existing brand efforts? Friday, August 28, 15
  20. 20. 20 AND USE AS MANY RESOURCES AS POSSIBLE Syndicated Research MRI Simmons Comscore Fusion Kantar MOAT Pro Business Intelligence eMarketer Iconoculture PEW Forrester Statistica Desktop Research Google searches are you best friends Social Auditing Sysmos Facebook Twitter Instagram Comms Planning Tools Pointlogic Nielsen R/F In-Person Immersion Interviews Focus Groups Product Trials/Visits Client Materials Briefs Sales history Website Corporate Reports Target/Focus Groups output Friday, August 28, 15
  21. 21. LETS WALK THROUGH SOME LIVE EXAMPLES Friday, August 28, 15
  22. 22. FALL FOR FASHION- FALL 2014 MULTI OBJECTIVE PLANNING EXAMPLE Friday, August 28, 15
  23. 23. 23 FALL CAMPAIGN GOALS What are our goals? ✓Driving new customers to the brand, ultimately customer acquisition ✓Build brand relevancy, shifting perception through engagement ✓Explore new media buying strategies that compliment existing Lane Bryant strategies ✓Demonstrate media impact, understand engagement metrics beyond ROI ✓Understand how we can scale and augment Fall efforts for Spring ✓Reporting against clearly defined KPIs short term; defining a new reporting system long term Friday, August 28, 15
  24. 24. 24 FOCUSING FALL EFFORTS With $1.5MM budget, we need to focus budgets and complement on-going Lane Bryant media efforts On going Lane Bryant paid media efforts: Drive ROI with ower funnel tactics ✓Retargeting ✓Reactivation ✓Prospecting (via Datalogix) ✓Limited Mobile for Customer Reactivation ✓Limited Paid Social for Fan Acquisition ✓Paid Search Lane Bryant Fall Focus: Expand audience base with acquisition ✓Prospecting (via contextual & search retargeting; social) ✓Video ✓Publisher Partnerships ✓Mobile for Customer Acquisition ✓Retargeting ✓Reactivation ✓Prospecting (via Datalogix) ✓Limited Mobile for Customer Reactivation ✓Limited Paid Social for Fan Acquisition ✓Paid Search Friday, August 28, 15
  25. 25. 25 ACHIEVING OUR OBJECTIVES: FULL FALL PERIOD Numerous digital tactics need to be employed to effectively achieve our objectives: *Specific spend not broken out for social from $1.5MM, incorporated in prospecting • Reposition Lane Bryant brand as a credible fashion destination • Drive new customer acquisition, including a younger demographic • Demonstrate media impact on customer reactivation Publisher Content Partnerships: $635K Video: $350K Mobile: $50K Prospecting via Contextual: $415K Paid Search: $3.3MM Paid Social*: $40K Datalogix Display: $300K Mobile: $391K • Bought/planned by TMK • Bought/planned by LB • Demonstrate media impact on customer retention Affiliates: $165K Email Marketing: $612K Direct Marketing: $9.25MM Retargeting: $188K EDO: $300K Friday, August 28, 15
  26. 26. 26 LANE BRYANT FALL ’14: CONTENT CUSTOM CONTENT TO SHIFT BRAND PERCEPTION OF LANE BRYANT Friday, August 28, 15
  27. 27. 27 LANE BRYANT FALL ’14: RESULTS + $7.3 ROAS WITH $11M IN REVENUE SUPPORTING HIGH IMPACT MEDIA, VIDEO AND TARGETED DISPLAY CUSTOM ALIGNMENT WITH 17%BRAND LIFT Friday, August 28, 15
  28. 28. #IMNOANGEL PAID, OWNED, EARNED & BIG IDEA EXAMPLE Friday, August 28, 15
  29. 29. SPRING OVERVIEW 29 THE ASK Recommended channel strategy for launch of Cacique campaign MARKETING OBJECTIVES* ‣ Build awareness of the Cacique brand as gateway for Lane Bryant ‣ Acquire new customers ‣ Re-engage prior Lane Bryant shoppers ‣ Shift Lane Bryant brand perception ‣ Drive increased purchase intent and sales for Cacique & Lane Bryant BUDGET $5MM *Per client brief THE IDEA Start a movement with #ImNoAngel} Friday, August 28, 15
  30. 30. THE IDEA 30 we need to go big and be disruptive. Friday, August 28, 15
  31. 31. COLLABORATION 31 Earned Paid Owned #ImNoAngel requires tight collaboration This plan took... 2 media days, 2, 4 hr all agency in person brainstorms, weekly status calls, in person creative kick offs & brainstorms Friday, August 28, 15
  32. 32. HIGHEST IMPACT AT LAUNCH 32 Friday, August 28, 15
  33. 33. SOCIAL PRESENCE AT THE CENTER 33 We will launch #ImNoAngel with a clear POV Influencers are key: celebrities, bloggers, sales associates and consumers Consumers will participate in #ImNoAngel Friday, August 28, 15
  34. 34. #IMNOANGEL SOCIAL OPPORTUNITY 34 PAID OWNED EARNED Publisher sponsored posts. Promoted posts can link to FB page or #ImNoAngel landing page Heavily feature #ImNoAngel content to ensure there is continuity with messaging Call followers to Share Their Sexy (i.e. a shimmy video) Publisher sponsored Instagrams or Native Ads Post campaign and product imagery; regram user generated content Call followers to Share Their Sexy (i.e. a shimmy video) Publisher sponsored Tweets or Sponsored Tweets Create a conversation about Sexiness - consider having a live tweet convo with a guest tweeter Foster conversation around body image and the message behind every kind of sexy Partners who enable pinning from ads (Triplelift) or activate Pinterest Influencers (Hello Society) Create boards featuring a combination of product, campaign imagery, and UGC Encourage pinning of product and campaign imagery through incentives Consider sponsored tumblr posts if a tumblr is created for the campaign Feature “Team Cacique’s” stories on the tumblr Call followers to share a story about their kind of sexy to be reblogged on the tumblr page Friday, August 28, 15
  35. 35. COMMUNITY CELEBRITIES BLOGGERS INFLUENCER ACTIVATION 35 BRAND Contract celebrities to endorse the campaign PAID MEDIA SOCIAL PR Activate select celebrities through WhoSay Start conversations with celebrities on social media ‣Reach out about the campaign before launch to encourage participation ‣Invite top celebs to press events ‣Work with PR to provide product ‣Feature blogger content on- site ‣Ask bloggers go submit shimmy, etc Negotiate intensive blogger partnerships for content ‣Leverage existing relationships to create social chatter ‣Feature blogger content Seed bloggers with product and messaging to encourage they Share Their Sexy ‣Store & Site to feature CTA & UGC ‣Encourage associates to participate & spread the word ‣Strong CTAs in creative ‣Create incentives with publisher partners ‣Highlight UGC ‣Start conversations on social Ensure that press releases include CTA In order to spark a movement, we must activate three tiers of influencers prior to and at launch. These activations can be accomplished through multiple disciplines, but require tight collaboration to avoid overlap and create a cohesive story: Friday, August 28, 15
  36. 36. MISSION CONTROL 36 real time content distribution react in real time real time optimization Friday, August 28, 15
  37. 37. STARTING A MOVEMENT 37 We need a catalyst to start a movement around #ImNoAngel. We need a buzz worthy stunt to get everyone talking. Adidas Shoebox Pop-up Shop Gossip Girl Tune-in Friday, August 28, 15
  38. 38. Content Seeding & Distribution SUPPORTING THE DISRUPTION 38 ReachReach Engagement Amplification Content Seeding Content Partnerships High impact digital Paid Social Programmatic TV Online Video Scaleable OOH Friday, August 28, 15
  39. 39. A UNIFIED COMMUNICATION PLAN 39 Role Disruptive Consumer Reaction Visible Social Emotional & Personal Product “Did you see what Lane Bryant isdoing?!” “I can’t believe they did that!” “I love this campaign. Cacique gets “I’d feel sexy in this bra” “I want to show off my kind of sexy” Friday, August 28, 15
  40. 40. PRELIMINARY PAID MEDIA FRAMEWORK 40 VIDEO SPOT DISTRIBUTION to showcase message at scale HIGH IMPACT OOH to make a statement DISRUPTIVE DIGITAL large scale take-overs for national reach 45% 40% 15% CHANNEL % OF BUDGET For the biggest disruption, the splashiest and highest impact media should launch at the same time TIMING Friday, August 28, 15
  41. 41. STRATEGIC TIMING 41 OOH media requires long production lead times- campaign launch date must account for this Production Launch of campaign should be determined by key factors: A communications platform like Every Kind of Sexy calls for highly collaborative efforts and fully developed program Alignment In absence of a cultural or seasonal tie-in we can launch during a period with minimal clutter to let #ImNoAngel shine Seasonality Considered launch: Early April Everything must launch together. We have one shot to launch big. Friday, August 28, 15
  42. 42. GOING IN WITH A BOOM 42 Media will be flighted strategically, teasing first with social outreach, launching with high impact, and sustaining momentum with standard media and content TEASE LAUNCH RUN SUSTAIN 4/3 5/31 Influencer Activations OOH Digital Social Amplification (TBD based on press) Video Friday, August 28, 15
  43. 43. ‣ How widely is #ImNoAngel used? ‣ Did we drive a lift in-store traffic and sales? ‣ Did we drive more web traffic? ‣ Did we shift brand perception and purchase intent for Cacique & Lane Bryant? ‣ Did we shift social sentiment for Cacique & Lane Bryant? KPIS 43 #IMNOANGEL USAGE TRAFFIC LIFT SALES LIFT BRAND PERCEPTION LIFT SOCIAL SENTIMENT Friday, August 28, 15
  44. 44. HOW WE GOT HERE 44 The development and execution of this plan required... 2 media days 2, 4 hr all agency in person brainstorms Weekly all agency status calls Mulitple in person creative kick offs & brainstorms 4 client presentations Countless emails and one off conversations with our creative agency Friday, August 28, 15
  45. 45. 45 #IMNOANGEL SUCCESS High Impact Disruption across TV, OOH, Digital & Social with a 9.9 iSpot TV ad effectiveness rating 12.6 Billion media impressions in 3 weeks Over 20K additional Facebook fans in just 3 Days 126K social actions from paid influencer media in first week of campaign 2 days trending on Facebook 1 very angry and threatening NYC Councilman Friday, August 28, 15
  46. 46. MAY27TH,2015 Friday, August 28, 15
  47. 47. THE ASSIGNMENT Friday, August 28, 15
  48. 48. THE JBL CORDFAIL ASSIGNMENT 48 Media activation recommendation for JBL Cordfail To support the launch of JBL E40 and Reflect headphones during the 2015 holiday period Provide strategic spending recommendation Recommended media spend in the US, Germany, Netherlands, and France Recommended breakout of spend by media type Discuss KPIs and measurement For each activation pillar, recommend specific measures for tracking performance and success [+] [+] [+] Friday, August 28, 15
  49. 49. WHAT WE DID TO PREPARE 49 • Iconoculture • eMarketer • Forrester • PEW • comScore • SDL • Media & Marketing Trades • Media Partner Research • Kantar • Monitor Plus • MOAT • Simmons Connect • Comscore Fusion • Consumer Interviews • Ideation Sessions • Discussions with top music platforms • Sysmos • Amazon Product Reviews • Audio & Music Blog/Sites • Tech Trades • In-store experience • Product experience • Point Logic • CIA Factbook • IndexMundi • Global Economic & Financial Research CATEGORY IMMERSION GLOBAL MEDIA MIX ANALYSIS BUSINESS INTELLIGENCE COMPETITIVE ANALYSIS TARGET ANALYSIS PRIMARY RESEARCH Friday, August 28, 15
  50. 50. OUR APPROACH 50 I. BRAND IMMERSION II. STRATEGIC DEVELOPMENT III. PLAN DEVELOPMENT ATTACKING THE ASSIGNMENT MEDIA CONSUMPTION ANALYSIS GLOBAL MEDIA OPPORTUNITIES COMPETITIVE TARGET AUDIENCE ANALYSIS CHANNEL PLANNING BUDGET ALLOCATIONS Friday, August 28, 15
  51. 51. THE NUMBERS SPEAK FOR THEMSELVES 51 Source: Headphone Spend, Nielsen Monitor Plus; Kantar 2014 HEADPHONE MEDIA SPEND GERMANY NETHERLANDS US $535K $1.1MM $7.2MM $10.9MM - $68.6MM $7.4MM $2MM $27.3MM $47K - - Friday, August 28, 15
  52. 52. WE’RE BEING OUTSPENT IN THE MEDIA THAT MATTERS MOST 52 GERMANY BRAND TV DIGITAL OOH PRINT Beats 54.00% 57.00% 57.00% 78.00% Bose 44.00% 42.00% 43.00% 12.00% JBL 2.00% - - 9.00% Sony - 1.00% - 1.00% Beats - - - - Bose 68.00% 100.00% - - JBL 32.00% - 100.00% 100.00% Sony - - - - Beats 73.00% 71.00% - 4.00% Bose 19.00% 25.00% - 96.00% JBL 8.00% 4.00% - - Sony - - - - NETHERLANDS USA SOV BY CHANNEL - FULL YEAR 2014 Friday, August 28, 15
  53. 53. OUTSPENT IN THE CATEGORY 53 FOR EVERY DOLLAR JBL SPENDS, BEATS SPENDS $9. Source: Nielsen Monitor Plus; Kantar Friday, August 28, 15
  54. 54. AND OUT-TALKED ABOUT 54 FOR EVERY JBL HEADPHONE MENTION THERE WERE 10 BOSE HEADPHONE MENTIONS THERE WERE 216 BEATS HEADPHONE MENTIONS Source: Sysmos US Friday, August 28, 15
  55. 55. BUT THE WIRELESS CONVERSATION IS STILL NASCENT 55 Friday, August 28, 15
  56. 56. US 56 Average Customer Review ALL HEADPHONES Average Customer Review CORDLESS Average Customer Review Average Customer Review Average Customer Review Average Customer Review Average Customer Review Average Customer Review 7% 15% 8% 7%WIRELESS MAKES UP: Source: amazon.com 48,500 752 100 1,024 2,844 119 8 77 Friday, August 28, 15
  57. 57. FRANCE 57 Moyenne des commentaires client ALL HEADPHONES Moyenne des commentaires client BLUETOOTH Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client 5% 25% 35% 18%WIRELESS MAKES UP: Source: amazon.com 12,390 320 148 139 612 70 52 26 Friday, August 28, 15
  58. 58. GERMANY 58 Durchschn. Kundenrezension ALL HEADPHONES Durchschn. Kundenrezension BLUETOOTH Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension 7% 4% 3% 18%WIRELESS MAKES UP: Source: amazon.com 24,464 276 130 236 1,787 12 4 44 Friday, August 28, 15
  59. 59. WIRELESS’ ABILITY TO REDEFINE HEADPHONES 59 “PORTABLE BLUETOOTH HEADPHONES REPRESENT THE NEXT EVOLUTION IN HEADPHONE TECHNOLOGY” CNET, 2015 Source: CNET, Future Source Consulting 2015 THE WIRELESS CATEGORY IS FORECASTED TO INCREASE... ACCOUNTING FOR 21% OF WORLDWIDE SHIPMENTS BY 2018 Friday, August 28, 15
  60. 60. 60 WIRELESS REPRESENTS A TREMENDOUS OPPORTUNITY BUT IT REQUIRES FOCUS. Friday, August 28, 15
  61. 61. BOSE IS THE NOISE CANCELLATION BRAND 61 Friday, August 28, 15
  62. 62. BEATS BY DRE IS THE CELEBRITY BRAND 62 Friday, August 28, 15
  63. 63. 63 JBL HAS ALWAYS BEEN ABOUT SOUND QUALITY. Friday, August 28, 15
  64. 64. 64 AND NOW, EXPERIENCING MUSIC Friday, August 28, 15
  65. 65. 65 EXPERIENCE MUSIC. EVERYWHERE. EVERY PLACE. ALL THE TIME. Friday, August 28, 15
  66. 66. AUDIENCE INSIGHTS Friday, August 28, 15
  67. 67. THE JBL USER 67 Source: Client Brief Passionate, 18-34 year-old impulsive experience-seekers, constantly on the go. They are busy, spontaneous and fun. MUSIC IS WITH THEM EVERYWHERE. Friday, August 28, 15
  68. 68. JBL TARGET DEFINITION 68 18-34 YEARS OLD Source: Simmons NCS Fall 2014 AGREE A LOT Music is an important part of my life AGREE A LOT I often do things spur of the moment OR I like to pursue a life of challenge, novelty and change [+] [+] [+] US 30MM PROJECTED AUDIENCE SIZE FRA 6.2MM GER 7.3MM NED 0.8MM Friday, August 28, 15
  69. 69. MEDIA ROLES IN THEIR LIVES 69 DESKTOP Utilitarian Aide OOH Experiential Tool SOCIAL Connection Platform MAGAZINES Dwindling Inspiration MOBILE Primary Source of Entertainment & Discovery TV Background Noise Source: Simmons NCS Fall 2014 Friday, August 28, 15
  70. 70. MOBILE IS AT THE CENTER OF THEIR WORLD 70 Entertainment Social life Access to news Personal Banking Shopping Job hunting Dating Travel Creativity Personal Expression Music 80% OF MILLENNIALS REACH FOR THEIR PHONE AS SOON AS THEY WAKE UP. THEY INTERACT WITH THEIR MOBILE DEVICE 150X A DAY Source:SDL Understanding the Global Millennial, Mary Meeker Internet Trends Friday, August 28, 15
  71. 71. APP-DRIVEN COMMUNITY 71 MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB700 600 500 400 300 200 100 0 Desktop web Mobile app Mobile web US TIME SPENT ONLINE (IN MINUTES) Sources: Comscore Media Metrics JUNE 2013 JUNE 2014 Friday, August 28, 15
  72. 72. CENTERED AROUND MUSIC 72 Sources PandoDaily.com TIME SPENT IN MUSIC APPS SURGED 79% IN 2014 4.2 BILLION TRACKS PUSHED TO FACEBOOK IN Q4 2014 Friday, August 28, 15
  73. 73. TOP APPS ARE SOCIAL AND MUSIC ORIENTED 73 UNITED STATES 8 1 3 6 2 5 4 12 Source: App Annie 2014 TOP APPS BY COUNTRY NETHERLANDS 2 4 7 6 17 8 13N/A FRANCE 5 7 11 13 12 6 14N/A GERMANY 5 2 8 3 4 7N/A 12 Friday, August 28, 15
  74. 74. SEEKING BRAND EXPERIENCES 74 Sources: Forbes, “Relationship Marketing & Millennial”; AdWeek “4 Things you need to know when marketing to Millennial”; Millennial Marketing; "THE FAN WANTS TO SEE WHY THE BRANDS ARE THERE. THEY WANT TO FEEL LIKE THE BRAND IS BRINGING SOMETHING MORE THAN MARKETING TO THEM." Kevin Lyman, Warped Tour Founder ALMOST 75% OF MUSIC STREAMERS LEAN TOWARD BRANDS THAT ENGAGE THEM THROUGH MUSIC GIVEAWAYS, SWEEPSTAKES, AND SPONSORSHIPS 48% OF MILLENNIALS CLAIM THAT LOYALTY TO A BRAND DEPENDS ON THE TYPE OF EXPERIENCES THAT BRANDS CREATE FOR THEM Friday, August 28, 15
  75. 75. ESPECIALLY WITH MUSIC 75 25% In purchase rate in millennial fans after sponsoring a concert of millennials will try a brand or product that sponsors a music event for an artist or group they like Sources:The Infinite Dial 2014; Spotify Brand Impact Study 1/4 Friday, August 28, 15
  76. 76. COMMUNICATIONS APPROACH Friday, August 28, 15
  77. 77. JBL OPPORTUNITY 77 MOBILE APPS MUSIC EXPERIENCES Friday, August 28, 15
  78. 78. ` CHALLENGE 78 TWO PRODUCTS WITH DIFFERING USAGE STREET/STYLE SPORT MUSIC SYNCHROS E40BT SYNCHROS REFLECT SOCIAL PHYSICAL ON-THE-GO UNPLUGGED LIFE NEED TO ENGAGE WITH USERS AT THE POINT THAT YOUR PRODUCT IS MOST COMPELLING Friday, August 28, 15
  79. 79. THE OLD FUNNEL NO LONGER APPLIES 79 AWARENESS T.V., PRINT CONSIDERATION ASK A FAMILY MEMBER PURCHASE IN-STORE FAMILIARITY MAGAZINES, NEWSPAPERS NEW WORLD Friday, August 28, 15
  80. 80. MOBILE NOW WORKS ACROSS THE ENTIRE FUNNEL 80 Purchase Awareness Consideration ADVOCACY Purchase Awareness Consideration Awareness Advocacy Friday, August 28, 15
  81. 81. (MOBILE APPS + MUSIC + EXPERIENCES) X BEHAVIOR 81 Friday, August 28, 15
  82. 82. BRINGING THE PLAN TO LIFE Friday, August 28, 15
  83. 83. Source: comScore DIGITAL PLAN REACHES 55% OF A18-34 IN THE US WITH A 3X FREQUENCY Friday, August 28, 15
  84. 84. REACHED 35% OF 18-34-YEAR-OLDS ONLINE, 1.6X ON AVERAGE REACHED 16% OF 18-34-YEAR-OLDS ONLINE, WITH A FREQUENCY OF 1.6 BEATS & BOSE ONLINE DELIVERY 84 Source: Kantar Media Mix, Nov-Dec 2014, headphones only; Comscore Plan Matrix, November 2014 DURING THE 2014 US HOLIDAY SEASON: Friday, August 28, 15
  85. 85. JBL WIRELESS PLAN INCLUDES SCALEABLE GLOBAL MOBILE PROGRAMS 85 Facebook Spotify Snapchat AWARENESS FAMILIARITY CONSIDERATION PURCHASE TAPPING INTO GLOBAL SOCIAL APPS & SITES TO PUSH THE USER TO: Daily BurnInstagram Chrome Friday, August 28, 15
  86. 86. GLOBAL COVERAGE 86 MOBILE PARTNER COVERAGE OF 18-34-YEAR-OLDS IN GERMANY, FRANCE, NETHERLANDS AND US 97.00% 52.00% 48%* 44.00% 33.00% Our partners reach 100% OF THE 99.1MM 18-34- YEAR-OLDS across the four markets, with almost 100% reach across Facebook alone 71% of 18-29-year-olds in the US are active Snapchat users *based on US only audience numbers;. Snapchat global user numbers not available yet Source: Media partner reported audience numbers Friday, August 28, 15
  87. 87. OUR RECOMMENDED PLAN DELIVERS 87 SCALABLE GLOBALLY CONNECTS WITH CORE AUDIENCE POSITIONS JBL AS MODERN AND RELEVANT Friday, August 28, 15
  88. 88. MEDIA’S PRIMARY ROLE IN THE PURCHASE JOURNEY 88 AWARENESS FAMILIARITY PURCHASE CONSIDERATION Friday, August 28, 15
  89. 89. Friday, August 28, 15
  90. 90. Friday, August 28, 15
  91. 91. RECAP! Friday, August 28, 15
  92. 92. SOME LAST REMARKS AND TIPS FOR COMMUNICATIONS PLANNING 91 • EVERY CAMPAIGN WILL BE DIFFERENT BUT THE IMMERSION WILLALWAYS BE NECESSARY. YOU NEED TO KNOW THE BRAND. • PLAY NICE WITH AGENCY PARTNERS. A BIG COMMUNICATIONS IDEA CAN’T WORK ON PAID MEDIAALONE. • ONE CAMPAIGN CAN’T DO IT ALL. BE CLEAR AND UPFRONT [TO CLIENTS] ABOUT CAMPAIGN GOALS AND REALISTIC DELIVERIES • HAVE FUN AT THIS STAGE AND BE CREATIVE Friday, August 28, 15
  93. 93. THANK YOU Friday, August 28, 15

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