Handshake Marketing Generic Band Tour Plan Pdf

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This is a genericized version of a real media plan created for a band on tour.

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Handshake Marketing Generic Band Tour Plan Pdf

  1. 1. DOOH Media Capabilities/Options Discussion: Low Budget Tour Support find · act · succeed · refine Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500
  2. 2. DOOH Media Capabilities/Options Discussion: Tour Support Solution: DOOH/Mobile marketing campaign platform Our DOOH (digital out of home) marketing planning/buying resource – the largest in the nation – was made possible by leveraging our unique experiences and proprietary solutions. It enables clients to connect with their brand-prone targets in mass: with unparalleled scale, frequency, efficiency, and precision. Overview: ► Over 260 networks, more than 3 million screens across the US, all of mobile and growing ► 10X larger than any other platform: more options = better planning ability, lower rates ► Best of class behaviorally qualified targets/demographics ► Best of practice resources & measurements ► Target reach @ high levels of frequency ► Opportunity for interactivity and engagement (via SMS, Mobile, WIFI and interactive DOOH) ► Cross-platform connectivity between screens and wireless devices/cell phones ► Contextually and behaviorally delivered advertising Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 2
  3. 3. DOOH Media Capabilities/Options Discussion: Tour Support Solution for fragmentation of media/volume of “push” Frequency is key to moving consumers through the point of purchase... Connect to your brand targets through all aspects of their active out-of-home lives. Multiple touch points & high revisit rates = outstanding, cost efficient frequency All Mobile Consumers Healthcare: • Hospitals • Dentist Waiting Rooms Transportation: Restaurants & Bars: • Medical Waiting Rooms • Airplanes Corporate: • Restaurants • Airports • Office Buildings • OB/GYN Waiting Rooms • Cafes • Pediatrics Waiting Rooms • Buses • Cafeterias & Break • Ferries • Bars • Veterinary Waiting Rooms Rooms • Taxis • Convention Centers • Trains • Elevators • General Retail: • Malls Education: • • Fashion Stores Supermarkets • Universities Mobile • Furniture Stores WIFI • Furniture Rental • Liquor Stores Hotels Hot Spots Health Clubs: Gas Stations Sports: • Adult health clubs • Arenas • Children’s health • Golf Courses clubs/activity centers ATMs • Race Tracks • General General: • Beauty Salons Entertainment: Convenience • Amusement parks • Car Washes Streetscapes: • Cash Checking • Outdoor Stores • Casinos • Recreation Centers • Subways/Tunnels • Movie Theaters • Retirement Communities • Museums • Visitor Centers Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 3
  4. 4. DOOH Media Capabilities/Options Discussion: Tour Support handshake’s DOOH Marketing Campaign Platform - Recap DOOH resource solution: handshake service: ► More coverage, reach and frequency possible ► Significantly lower rates because we charge than any other DOOH option less/buy direct from network owners ► Can be finely geo-targeted, over 3 million ► Transparent fee structure options to plan from ► 15 years - case validation of predictive ► Plans directly overlay with national databases consumer targets, multiple sectors of all people, places and businesses ► Extensive marketing strategy, geo-targeting, ► All types of digital screens, cutting edge behavioral targeting & campaign planning technologies and wireless interactive points credentials ► Connectivity with any cell phone, anywhere, ► Best practices integrated with best of ability to send text offers/links and downloads practice resources ► Not just B2C – targeted reach where ► We build our media plans utilizing the Sources: handshake Marketing business travelers and workers spend their same exact industry sources used to time make spend decisions today ► Increase of frequency level improves ► We’ve built in operational/legal/financial and performance & bring lift to all types of tactics other critical client protections into our planning/buying resource Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 4
  5. 5. DOOH Media Capabilities/Options Discussion: Tour Support DOOH Plan Input Recap ► Purpose: Increase awareness/ticket sales of Band’s tour venue performances, generating additional awareness of concert venues. ► Flight: 15 different two-week flight times due to different venue locations beginning 2 weeks prior to the day before each concert date: ► Markets: 30 mile radius surrounding venues with reasonable target penetration along with high availability of DOOH inventory. ► Budget: $5,000 – $7,500 per market Sources: Client, handshake Marketing, Experian-Simmons ► Target ► Rock/pop concert goers who buy or download rock genre music. ► Offer: TBD ► Spot: :15 spots, banners, and screensavers ► Additional Services Available: SMS, music sponsor video Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 5
  6. 6. DOOH Media Capabilities/Options Discussion: Tour Support Venue Selection ► We began with 28 Band tour venues. We then narrowed down to the list of venues below that showed reasonable target penetration balanced against those that had the most available DOOH inventory. Available # Available of DOOH # of Show Date Index* Venue Name City State Locations screens Sources: Client, handshake Marketing, Network Partners, Experian-Simmons, Nielsen-Claritas The Venue 1 28-Jul-10 118 Venue 1 Bristow VA 988 47,610 30 mile trade 03-Aug-10 106 Venue 2 Mansfield MA 1,448 77,102 area is 18% more likely 06-Aug-10 86 Venue 3 Cuyahoga Falls OH 1,333 30,223 than the 13-Aug-10 96 Venue 4 Cincinnati OH 891 17,389 average 14-Aug-10 98 Venue 5 Noblesville IN 808 16,772 market to have 15-Aug-10 104 Venue 6 Tinley Park IL 3,080 68,071 attended a 17-Aug-10 94 Venue 7 Camden NJ 2,753 56,557 rock/pop 21-Aug-10 109 Venue 8 Holmdel NJ 4,080 115,574 concert and buy or 24-Aug-10 104 Venue 9 Wantagh NY 4,291 102,444 download rock 28-Aug-10 92 Venue 10 Virginia Beach VA 552 16,241 genre music. 29-Aug-10 112 Venue 11 Atlanta GA 1,383 53,873 West Palm 31-Aug-10 103 Venue 12 Beach FL 542 14,677 01-Sep-10 92 Venue 13 Tampa FL 1,235 31,680 03-Sep-10 104 Venue 14 Dallas TX 1,818 54,671 04-Sep-10 102 Venue 15 The Woodlands TX 1,124 25,696 Selected due to high availability of DOOH locations * Prone to be rock/pop concert goers who buy or download rock genre music Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 6
  7. 7. Venues Chosen for DOOH Compared to Those That Were Not ► Each cluster on this map reflects a venue’s trading area. The venues chosen by handshake for DOOH coverage are circled in red, while the venues not being covered are circled in blue. Sources: handshake Marketing, Nielsen-Claritas Legend handshake Marketing covered ZIP Codes Non handshake Marketing covered ZIP Codes Creed tour Venues Tour Venues Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 7
  8. 8. DOOH Media Capabilities/Options Discussion: Tour Support What are the Types of Digital Out of Home (DOOH) Media ► We then chose the available DOOH networks with the greatest fit to Band’s music followers. Target* Target* DOOH Network Type Target Network Selection Validation: Index % Bars Go to bars/nightclubs/dancing in the last 12 months 274 57.97% Baseball Very interested in Major League Baseball (MLB) 176 24.23% Fast Food Visited fast food restaurant 14+ times in the last 30 days 137 61.65% Do physical fitness at a private club 244 24.05% Sources: handshake Marketing, Experian-Simmons Health Clubs Agree A Lot: I do some sport exercise once a week 122 34.28% Have gone to a shopping mall in the last 4 weeks 125 64.79% Malls Visited a shopping mall 4 – 5 times in the last 4 weeks 171 14.95% * Target: Rock/pop concert goers who buy or download rock genre music Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 8
  9. 9. DOOH Media Capabilities/Options Discussion: Tour Support DOOH Opportunity Recap by Venue Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 9
  10. 10. DOOH Media Capabilities/Options Discussion: Tour Support Venue 1 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner Day # # Network Impressions Cost CPM Part Locations Screens Bar Network #1   70 70 242,726 confidential conf. Bar Network #2   15 15 17,850 confidential conf. Fast Food Network PM 270,421 confidential conf. 42 126 Fast Food Network Late 45,070 confidential conf. 30 Mile Trade Area Jiffy Lube Live Mall Network #2   1 27 2,122,606 confidential conf. DOOH Locations Totals 128 238 2,698,673 $5,034.85 $1.87 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 10
  11. 11. DOOH Media Capabilities/Options Discussion: Tour Support Venue 2 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Team / Games Impressions Cost CPM Locations Screens Bar Network #1   157 157 544,401 confidential conf. Bar Network #2   64 64 76,160 confidential conf. Baseball Network Red Sox - 4 games 1 375 918,000 confidential conf. Totals 222 596 1,538,561 $5,607.72 $3.64 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 11
  12. 12. DOOH Media Capabilities/Options Discussion: Tour Support Venue 3 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Ad Option Impressions Cost CPM Locations Screens Bar Network #1   332 332 1,151,217 confidential conf. Bar Network #2   155 155 184,450 confidential conf. Health Club Network Banner Ad 100,000 confidential conf. Health Club Network Screen Saver 107,326 confidential conf. 5 21 Health Club Network :15 video 2,430 confidential conf. Totals 492 508 1,545,423 $5,650.62 $3.66 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 12
  13. 13. DOOH Media Capabilities/Options Discussion: Tour Support Venue 4 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # Network Team / Games # Screens Impressions Cost CPM Locations Bar Network #1   148 148 513,193 confidential conf. Bar Network #2   35 35 41,650 confidential conf. Baseball Network Reds - 6 games 1 500 601,000 confidential conf. Mall Network #1   1 14 1,192,000 confidential conf. Totals 185 697 2,347,843 $6,411.39 $2.73 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 13
  14. 14. DOOH Media Capabilities/Options Discussion: Tour Support Venue 5 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner Day Network # Locations # Screens Impressions Cost CPM Part Bar Network #1   125 125 928,800 confidential conf. Fast Food Network PM 373,439 confidential conf. 29 87 Fast Food Network Late 62,240 confidential conf. Totals 154 212 1,364,479 $6,863.03 $5.03 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 14
  15. 15. DOOH Media Capabilities/Options Discussion: Tour Support Venue 6 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # Network # Locations Impressions Cost CPM Screens Bar Network #1 692 692 2,399,524 confidential conf. Bar Network #2 160 160 190,400 confidential conf. Totals 852 852 2,589,924 $7,658.58 $2.96 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 15
  16. 16. DOOH Media Capabilities/Options Discussion: Tour Support Venue 7 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Ad Option Impressions Cost CPM Locations Screens Bar Network #1   487 487 1,688,682 confidential conf. 30 Mile Trade Area Bar Network #2   253 253 301,070 confidential conf. Health Club Network Screen Saver 107,325 confidential conf. 5 96 Health Club Network :15 video 11,106 confidential conf. Totals 745 836 2,108,183 $ 7,506.83 $3.56 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 16
  17. 17. DOOH Media Capabilities/Options Discussion: Tour Support Venue 8 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # Network # Screens Impressions Cost CPM Locations Bar Network #1 336 336 1,165,087 confidential conf. Bar Network #2 327 327 389,130 confidential conf. Mall Network #2 1 18 1,516,531 confidential conf. Totals 664 681 3,070,748 $7,297.45 $2.38 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 17
  18. 18. DOOH Media Capabilities/Options Discussion: Tour Support Venue 9 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner Network Day Part # Locations # Screens Impressions Cost CPM Bar Network #1   180 180 624,154 confidential conf. Bar Network #2 430 430 511,700 confidential conf. Fast Food Network PM 77,263 confidential conf. 12 36 Fast Food Network Late 12,877 confidential conf. Mall Network #1   1 16 1,223,000 confidential conf. Totals 623 662 2,448,994 $7,266.52 $ 2.97 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 18
  19. 19. DOOH Media Capabilities/Options Discussion: Tour Support Venue 10 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Day Part Impressions Cost CPM Locations Screens Bar Network #1   44 44 326,938 confidential conf. Bar Network #2   20 20 47,600 confidential conf. Fast Food Network PM 38,632 confidential conf. 3 9 Fast Food Network Late 6,439 confidential conf. Mall Network #1*   1 12 1,243,000 confidential conf. Totals 68 85 1,662,609 $4,190.67 $ 2.52 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 19
  20. 20. DOOH Media Capabilities/Options Discussion: Tour Support Venue 11 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner Day # # Network Impressions Cost CPM Part Locations Screens Bar Network #1   26 26 90,156 confidential conf. Bar Network #2   34 34 40,460 confidential conf. Fast Food Network PM 64,386 confidential conf. Fast Food 10 30 Network Late 10,731 confidential conf. Mall Network #2   1 17 2,630,118 confidential conf. Totals 71 107 2,835,851 $5,733.33 $ 2.02 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 20
  21. 21. DOOH Media Capabilities/Options Discussion: Tour Support Venue 12 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # Network Ad Option Locations # Screens Impressions Cost CPM Bar Network #1   77 77 572,141 confidential conf. Bar Network #2   5 5 11,900 confidential conf. Health Club Network Screen Saver 46,233 confidential conf. :15 video – Health Club Network Workout Sta. 2,492 confidential conf. 10 1 Health Club Network Banner Ad 110,000 confidential conf. :15 video - Health Club Network TV 1 46,233 confidential conf. Totals 83 93 788,999 $3,347.83 $4.24 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 21
  22. 22. DOOH Media Capabilities/Options Discussion: Tour Support Venue 13 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # Network # Locations Impressions Cost CPM Screens Bar Network #1 175 175 606,816 confidential conf. Bar Network #2 19 19 22,610 confidential conf. Mall Network #1 1 13 1,192,000 confidential conf. Totals 195 207 1,821,426 $5,175.05 $2.84 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 22
  23. 23. DOOH Media Capabilities/Options Discussion: Tour Support Venue 14 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Team / Games Impressions Cost CPM Locations Screens Bar Network #1   86 86 298,207 confidential conf. Bar Network #2   52 52 61,880 confidential conf. Baseball Network Rangers - 7 games 1 800 1,175,000 confidential conf. Totals 139 938 1,535,087 $5,892.13 $3.84 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 23
  24. 24. DOOH Media Capabilities/Options Discussion: Tour Support Venue 15 – DOOH Opportunity Recap Sources: handshake Marketing, Network Partner # # Network Impressions Cost CPM Locations Screens Bar Network #1 112 112 388,362 confidential conf. Bar Network #2 46 46 54,740 confidential conf. Mall Network #1 1 16 1,908,000 confidential conf. Totals 159 174 2,351,102 $6,862.57 $2.92 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 24
  25. 25. DOOH Media Capabilities/Options Discussion: Tour Support Total DOOH Plan Recap by Venue Venue Name Total Total Screens Total Impressions Total Cost CPM Locations Venue 1 128 238 2,698,673 $5,034.85 $1.87 Venue 2 222 596 1,538,561 $5,607.72 $3.64 Venue 3 492 508 1,545,423 $5,650.62 $3.66 Venue 4 185 697 2,347,843 $6,411.39 $2.73 Venue 5 154 212 1,364,479 $6,863.03 $5.03 Venue 6 852 852 2,589,924 $7,658.58 $2.96 Venue 7 745 836 2,108,183 $7,506.83 $3.56 Venue 8 664 681 3,070,748 $7,297.45 $2.38 Venue 9 623 662 2,448,994 $7,266.52 $2.97 Sources: handshake Marketing, Network Partner Venue 10 68 85 1,662,609 $4,190.67 $2.52 Venue 11 71 107 2,835,851 $5,733.33 $2.02 Venue 12 83 93 788,999 $3,347.83 $4.24 Venue 13 195 207 1,821,426 $5,175.05 $2.84 Venue 14 139 938 1,535,087 $5,892.13 $3.84 Venue 15 159 174 2,351,102 $6,862.57 $2.92 Totals 4,780 6,886 30,707,902 $90,498.57 $2.95 Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-625-5500 25

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