MEDIA PLANDEVELOPMENTSWOT, Organizing Media Plan
SWOT Analysis• Basis of media plan• Provides insights• Strictly statement of facts – does not set goals or recommend actions (Write these down as you think of them!)• Media Brief – Provided by accounting team, signed off on by the client. Provides direction on the media plan.• Strengths• Weaknesses• Opportunities• Threats
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SWOT Analysis – Marketing Objectives • The 4 P’s: Product, Price, Place, Promotion • Size of the market? • What methods have been used to sell this product? • What advertising has been used in the past? How? Which media? • Where is the brand in the product life cycle? New product? Mature product? • Sales goals? • Current share? Share goals? • Current awareness? Awareness goals? • Is marketing budget available? • Geographic breakdown for sales? • Creative concept: Require specific media mix?
SWOT Analysis - Competition• Who are all major competitive players?• What share of market do they have?• How does your brand compare with competition? Unique or similar?• How much are competitors spending?• What media does the competition use? Which vehicles?• When do competitors spend most of their money?• What kind of sales promotions does the competition employ?• Any use of non-traditional / guerilla marketing?
SWOT Analysis – Creative History• How is product currently positioned?• What is the current copy theme? Slogan? Headlines?• Which media are currently being used?• Is this product high or low involvement? (Low = Impulse buy)• List of benefits and qualities, including psychological benefits. (Psychological example – “Guilt-free”)• Attitudes toward the brand?• How is the product used? Consumed? When?• What percent of budget should be considered for national media? Spot media?
SWOT Analysis – Target Audience• Demographic target profile• Psychographic target profile• If wide appeal – assign a value to each group• Use primary research (MRI, SRDS)
SWOT Analysis - Geography• Is the brand distributed nationally, regionally, both?• Does sales potential vary by markets / regions? • Data to support this?• Budget allocation? Percent spent on national vs spot media• What spot markets have best potential?• What is BDI (Brand Development Index) and CDI (Category Development Index) for each major market?
SWOT Analysis – Timing & Purchase• Seasonality – which months are most important?• When does competition advertise most heavily? Should you have a strategy to deal with it?• What is the purchase cycle for this product? (purchased often? >1x per month)• Specific days of the week?• Time of the day?• Holidays that might influence consumption?• Can weather or climate in geographic regions be used strategically?• Media schedule: Continuous, Flighting, Pulsing
SWOT Analysis – Media MixThe combination of media that suits the brand best• How much internet or social media is appropriate?• Which media vehicles match the lifestyle of your target audience?• Will budget allow you to outspend competition using the same media mix?• Are there any weaknesses in competitor’s media mix?• Do you have enough competitive media data to create a Share of Voice (SOV) analysis?• Which media would work best for this brand? Why?• Color? Coupons? Time/Space needed for message?
Model Media PlanI. Executive SummaryII. SWOT – Situation AnalysisIII. Creative Brief / Creative StrategyIV. Media Objectives & StrategiesV. Appendix
Executive Summary• One to two pages in length• Summary that reveals the highlights of your plan. • Key insights that drive the strategy• Introduce and lay the ground work for your plan
SWOT• Length: typically 4-6 pages• Write in outline format / business style writing• Use subheads• Answer all the intelligent questions about the brand’s marketing situation. • State facts, be descriptive – DO NOT include media strategies• Cover the 7 topics
Creative Brief / Strategy• One page document defining creative strategy • Communication Objective – what do you expect the advertising to accomplish? (Awareness, Trial purchase, Increased traffic in store) • Brand Position – How you want the brand to be perceived • Promise – What is the major benefit your product promises? • Tone – What is the tone of advertising? (Funny, Serious, Thoughtful) • Tag line – Make sure it reflects the advertising position• Typically developed by the account/creative team• Signed off on by the client
Media Objectives / Strategies• Drive the media plan• Derived from the Marketing Objectives / SWOT• Six basic media strategies / media objectives • Target Audience & Media Mix • Reach, Frequency & GRPs • Scheduling & Timing • Media Budget • Geography • Sales PromotionReview in detail next week!
Appendix• Exhibits, Charts, Data that supports the plan• If it is really important, make sure it is included in the main plan. (even if you have to simplify the data)• Client typically scans these items or ignores them completely• Handouts – Media Flowcharts, Creative mock ups