Luc Samama // Mercedes Benz: Top global brands in the hands of media professionals

1,447 views

Published on

Luc Samama, aged 35, is an International Account Director at MEC, one of the world’s largest media agency networks. Since early 2010, Luc manages MECs consultancy, planning and buying services to the Daimler AG across more than 20 countries across the globe.

Before joining MEC, Luc worked across different agency and media functions. His responsibilities included print and online ad sales in Germany and Austria at Time Magazine as well as media planning and agency management at different media and communication agencies.

Luc is a firm believer in the value that professional, international media management can bring to advertisers. He has a track record of setting up and implementing multi-market communication solutions for marketers from different sectors, including retail, finance, luxury goods, logistics, and of course automotive.

www.sempl.si

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

No Downloads
Views
Total views
1,447
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Luc Samama // Mercedes Benz: Top global brands in the hands of media professionals

  1. 1. MERCEDES-BENZ AND MECSEMPL, November 30th 2011 A top global brand in the hands of media professionals
  2. 2. Before we start…Who is Luc Samama? French / German. 14 years in media. Agency & media experience. 8 years with Mercedes. International focus. Lust for communications. Mercedes-Benz: A top global brand in the hands of media professionals Seite 2
  3. 3. Mercedes-Benz: A top global brand in the hands of media professionals Seite 8
  4. 4. „HOW DO I GET IN TOUCHWITH MY PEOPLE AGAIN?ANDHOW DO I GET THEM TOFOLLOW OUR JOINT CAUSE?“Mercedes-Benz: A top global brand in the hands of media professionals Seite 9
  5. 5. What does this have to do with Mercedes-Benz? Mercedes-Benz: A top global brand in the hands of media professionals Seite 10
  6. 6. From a consultants perspective: 1. Understand your Audiences 2. Truly engage with them 3. Be aware of how they respond Mercedes-Benz: A top global brand in the hands of media professionals Seite 11
  7. 7. To truly understand your audience, look beyond demographics:Attitudes and self-perception are critical factors. Gender: Male Age: 65 years Martial Status: Married (twice) Annual Income: Highest income bracket Nationality: British Mercedes-Benz: A top global brand in the hands of media professionals Seite 12
  8. 8. Mercedes-Benz and MEC look at fused data fromtraditional media research (TGI) and milieu insights (SIGMA). Mercedes-Benz: A top global brand in the hands of media professionals Seite 13
  9. 9. Mercedes-Benz and MEC look at fused data fromtraditional media research (TGI) and milieu insights (SIGMA). Social Status Upper Conservative Segment Upper Liberal Segment Upper Class 7,6% - 18.2 Mio 9,0% - 21.4 Mio Upper Middle Class Socio- Postmodern Traditional Social Critical Segment Mainstream Climber Segment 7,2% - 12,8% - Mercedes-Benz Segment 3,1% - 7.3 Mio 17.0 Mio 30.6 Mio “Home27.1 Mio 11,4% - Turf” Middle Conventional Modern Progressive Middle Class Mainstream Modern Mainstream 11,5% - 27.3 Mio 8,9% - 21.1 Mio Lower Middle Class Traditional Blue Collar Segment Counter Culture 8,6% - 20.5 Mio 7,6% - 18.1 Mio Lower Class Pragmatic Strivers 11,2% - 26.6 Mio Traditional Modern Postmodern Orientations SIGMA 2007 Value Status, Property, Self-indulgence Subjectivism "To preserve" "To have, to consume and to indulge" " I - am – me" Postmaterialism : „To be and to share“ Source: SIGMA Sensor Europa Mercedes-Benz: A top global brand in the hands of media professionals Seite 14
  10. 10. Fused data = great insights for strategic media planning. Mercedes-Benz: A top global brand in the hands of media professionals Seite 15
  11. 11. Fused data = great insights for strategic media planning.Our loyal customers rely on traditional media.To engage with our conquest audience, the digital channel is key! TV TV Digital Radi Cinema o Radio Magazin Newspape es Cinema r Digital Newspape Magazin r e Postmodern Segment Social ClimbersSource: Europe TGINet 2009 R2 GER, ESP, FRA & UK / Target Group: POM 21+ Job (n= 2.371)/ PMM 21+ Job (n= 3.279)/ UL 21+ Job (n= 3.447)/ SC 21+ Job (n= 3.367) Mercedes-Benz: A top global brand in the hands of media professionals Seite 16
  12. 12. Direct dialogue helps understanding how people feel about us– and mapping out potential communication routes. ANNE, INTERIOR DESIGN BLOGGER, PALO ALTO* I feel the brand lacks accessibility & personality. *exemplaric persona; quote couldn‘t be allocated to a specific interviewee XUE SONG, ARTIST SHANGHAIBENJAMIN RUTH, VICE If we can combine moreBERLIN current top designsFirst of all, Mercedes-Benz (establish a concept ofhas to get back on the Trend Museum in MB), itradar of younger, more would appeal to peoplemodern audiences! who care about fashion. Mercedes-Benz: A top global brand in the hands of media professionals Seite 17
  13. 13. Understand your audiences.  Look beyond demographics.  Be thorough and scientific in your approach.  Fuse avaliable data sources.  Verify their information and media consumption behavior.  Use focus groups to generate in-depth qualitative insights. Mercedes-Benz: A top global brand in the hands of media professionals Seite 18
  14. 14. From a consultants perspective: 1. Understand your Audiences 2. Truly engage with them 3. Be aware of how they respond Mercedes-Benz: A top global brand in the hands of media professionals Seite 19
  15. 15. What is truly engaging? “Social Media” is NOT FOR ME. I go online to RESEARCH if interested. I trust (media) brands with HERITAGE. Provide me with clear MESSAGES. And do so in an ENTERTAINING way.“Social Climber” / “Upper Conservative” segments expect big brandsto communicate via trusted platforms, consuming media passively. Mercedes-Benz: A top global brand in the hands of media professionals Seite 20
  16. 16. What is truly engaging? Birthdays? Letters? All on FACEBOOK! I am ALWAYS connected (if I want to).Help me STAY AHEAD OF THE CURVE. You need to BE INTERESTED IN ME! And show it in an AUTHENTIC way.The “Postmodern” audience segment is likely to engage with content ifit is rooted in their interests and provides interaction opportunities. Mercedes-Benz: A top global brand in the hands of media professionals Seite 21
  17. 17. The common denominator:a proper media strategy! Mercedes-Benz: A top global brand in the hands of media professionals Seite 22
  18. 18. Because media makes strong content even stronger. A great creative Massive media support (estimated $ 12 M) Super Bowl Ad TV Campaign Seeding Owned Platforms >100 million! Media enables creative success! Mercedes-Benz: A top global brand in the hands of media professionals Seite 23
  19. 19. What is an adequate media strategy? Mercedes-Benz: A top global brand in the hands of media professionals Seite 24
  20. 20. What is an adequate media strategy?“Traditional” media remain relevant, but digital is growing steadily. 100% 80% 60% 40% 20% 0% Online (search) Online (display) Interaction Outdoor Cinema Magazines Newspapers Radio TV Mercedes-Benz: A top global brand in the hands of media professionals Seite 25
  21. 21. Digital isn‘t Digital! Yesterday: Paid search… …blockbuster sites… …social media. Today: The “long tail” is the new mainstream. Mercedes-Benz: A top global brand in the hands of media professionals Seite 26
  22. 22. Different communications for different audiences! Mercedes-Benz: A top global brand in the hands of media professionals Seite 27
  23. 23. Truly engage with your audiences.  Generate content that is relevant and attractive.  Different audiences – different content needs (interactivity).  Develop an effective meda strategy.  Ensure to allocate sufficient budgets to digital media.  Acknowledge the diversified digital ecosystem. Mercedes-Benz: A top global brand in the hands of media professionals Seite 28
  24. 24. From a consultants perspective: 1. Understand your Audiences 2. Truly engage with them 3. Be aware of how they respond Mercedes-Benz: A top global brand in the hands of media professionals Seite 29
  25. 25. For each campaign, we define relevant KPIs.And we track them continuously to enable real-time optimization. Mercedes-Benz: A top global brand in the hands of media professionals Seite 30
  26. 26. For each campaign, we define relevant KPIs.And we track them continuously to enable real-time optimization. Useful KPI„s Example: Optimisation on the fly (actual MB Campaign) Elemination of Additional Adding new, ads with highest specificity smaller Cost per Fan in audience formats to 1.60 € X segmentation. improve CPC 8,000 € 7,000 € 6,000 € 1.10 X € 5,000 € 4,000 € 3,000 € 0.60 € X 2,000 € 1,000 € 0.10 € X 0€ 6 7 8 9 10 11 Budget Ø CPC Ø CPF Mercedes-Benz: A top global brand in the hands of media professionals Seite 31
  27. 27. MEC is the first agency to use OMNISCOPE for campaign datavisualisation and analysis.  Various sources  Merge different kinds of data  Manipulate information in real time  Dynamic analysis  Available online Mercedes-Benz: A top global brand in the hands of media professionals Seite 32
  28. 28. Be aware how audiences respond.  How do you want them to respond? Define KPIs!  Have different options in terms of creative and formats.  Within your campaign, test different combinations.  Monitor campaign results continuously, and in detail.  Allow for real-time analysis and evaluation.  Fail fast and learn. Mercedes-Benz: A top global brand in the hands of media professionals Seite 33
  29. 29. Mercedes-Benz: A top global brand in the hands of media professionals Seite 34

×