The document discusses strategies for maximizing marketing communications budgets. It recommends:
1. Balancing "non-working" production dollars that account for 10-20% of the budget with "working" media dollars to generate the most return.
2. Flexing the "investment muscle" to focus spending in a way that has the highest impact, such as combining TV and print production or producing multiple ad lengths from one shoot.
3. Using 15-second ad spots paired with 30-second spots and aired between 1,000-2,000 GRPs as a cost-effective way to continue driving messaging once ideas are established.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
Do traditional marketing methods still work? In the rush to embrace social media, online marketing, and other newer marketing methods, many companies are leaving traditional marketing methods behind. While traditional marketing efforts aren’t a great fit for everyone, many of them still have a place in modern advertising. But the success of traditional channels like radio ads, billboards, or newspapers depends heavily on two things: the message you need to convey and the audience you need to reach. Done properly, traditional marketing methods can still work.
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The Ultimate Guide to Producing a Professional TV Commercial.pptxsinematic.tv
With the right guidance, producing a professional TV commercial can be an enjoyable and rewarding experience. So, let’s get started and make your next TV commercial the best it can possibly be.
Survival strategies & techniques for designers in large organisationsMark König
As a designer, creative or user experience expert you may ask: Why do large organisations act in a certain way? What are the drivers for that? How do managers think? What does that mean for me as designer? How can I react on this?
The presentation will give some answers to the questions above, some strategies for your basic decisions and techniques for the daily business.
The presentation was held at the UX Camp 2014 in Berlin.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
1. 1
The communications plan is the bridge between What comes first: the media or the creative? You
your brand strategy and the expressions of should look to a concurrent path, where you have a
that strategy. media guideline of a few that you want to explore,
then narrow it down to a media range once you see
You’ll realize you’ll never have enough money to the idea…and then narrow it to a media direction
do what you want. You must flex your Investment as you see your core ads coming to life.
Muscle to ensure that you get the most of what you
have. Minimizing the non working dollars allows you Understand how each medium works, so you can take
to maximize the working dollars. It’s the showing of full advantage of the different choices, and so your
the ad that usually generates the most return. decisions are strategic and not just based on what
THE
you like.
COMMUNICATIONS
LEADER The Overall Communications Plan
Think of it Like an Investment
THE INVESTMENT
MUSCLE This is where Art meets Business
You want to focus your spend in a way that has the • Can you combine the production of
highest impact as we all work with limited budgets. TV and print in a way that leverages
The best plans are those that make the most out of similar costs?
what they have, as many times it is the focus of the • Are you aware of your production
idea that makes it even bigger than it really is. talent cycles?
• If you are making a 30, why not make a 25
Try to balance the “non-working” dollars (e.g.: and a 15 so you don’t have to go back to
production) against “working” dollars (e.g.: media the edit studio?
costs). It’s the showing of the ad that usually • Does your media plan balance the use of
generates the most return. 30s and 15s?
For example, if you think of it like a muscle:
• Do you have enough money for a 2nd and In the spirit of maximizing “working dollars”, it’s not
3rd medium? just a media vs production decision—but rather a
• Have you maximized your decision on “just how many projects can we do”.
primary medium? Use this type of thinking right across your brand’s
• Is the weight you are buying wear budget, whether it’s a choice between more media
out weight? and a professional ad, or how we build our pre-
• Do you need to do both English pack program.
and French?
2. 2
As a general rule, the non-working dollars should media…should you be making a $300M TV ad…or
only account for 10-20% of the overall project. would you be better to do only 3 radio ads for
It could also influence what media you pick. $60M…and up the media to $1.44MM. It sounds
For example, if you have only $1.2MM in simple, but it is done all the time.
WHAT YOU
NEED TO SPEND
If you choose TV, you need at least 700 GRPs in a For Radio, given its inefficiencies in the media buy, it
given flight to begin to make an impact. Anything is almost as expensive as TV, and doesn’t necessarily
less and you won’t reach the ideal weight to provide pay back for our type of brands. Radio is great for
meaningful breakthrough on reach frequency. Also, a call to action event eg: go buy a car, or go buy
you won’t be able to measure it in tracking. Total a suit.
Cost per 100 GRPS is $150M for a total budget of
$1MM per flight. For anything less than these amounts, under the
idea of flexing your investment muscle, you would
For Print or Out of Home (OOH) you could get be better off doing a regional test to prove whether
fair to good coverage with $500M nationally. One it pays back. The Visine outdoor program in Toronto
thing you have to realize is that for outdoor, you will is a great example of utilizing funds to their max.
normally have to pay for producing the vinyl as well, All dollars focused on Downtown Toronto and
whereas magazine has no added costs. received a good read in tracking. The good read
in tracking gives you the confidence to expand
BUDGETING the coverage.
THINGS
Production Dollars Try to maximize your talent costs by negotiating up
• English TV Production: $250-500M. front and you can usually reduce the talent fees for
• French TV Production $150-200M. extending the talent to other parts of the campaign.
• Print or OOH Production $25-60M Also, think in 13-week cycles as you do your TV
• Radio Production: $10-15M. planning. Don’t waste $20M if you don’t have to.
You can always find any agency to do something Make The Most Of What You have
very cheap, but you pay for what you get. Try to always maximize what you have. Flex that
It depends on what you want or what your investment muscle.
brand needs.
Try to spend the most you can on getting the
Talent Fees consumer to see what you have done. Maximize
• TV 13-Week Cycles: $10-20M. media against production dollars, talent dollars or
• Print/OOH/Instore: $5-25M. even against how many media choices you make.
(Depends on up front negotiation) If you are uncertain about your idea, focus on one
• Celebrity Talent: $100-200M per year medium, one market and one period.
(or more)
3. 3
THE INVESTMENT
MUSCLE The Use of 15 seconds
How 15s work in Canada Media Timing: As a rough guideline, you should air
the base 30sec spot for 800-1200 GRPs and then
Media Cost: The cost of a stand alone 15sec spot moving to the 15sec spot, which should then air
is 65% of the cost of a 30s. To avoid this premium, between 1000-2000 GRPs. For Reactine, we have
what we have been doing is pairing up the 15sec been using the 15sec spot to continue to drive home
spots, so that for each 15sec spot you only pay 50% the message in the back half of the allergy season.
of a 30s. We have been pairing up the 3 brands For LPP, we have used 15sec spots exclusively
that are using 15sec spots, and will utilize Benylin as since mid 2002 as a way to get media continuity
a future partner. with a limited budget. For Listerine Mouthwash,
we are using 15sec spots at the 1000GRP mark
Production Process and Cost: Usually a 15sec as a way to gain efficiencies once the core ad idea
spot is a cut down edit created after the current is established.
30sec spot has already been aired. The usual
cost is between $15-20M and sometimes the Market Tracking: IPSOS reports that 15sec spots
consequence is a choppy edit. What we have been see a very similar result on break-through and brand
doing is building the 15sec spot into the production link. but see less of the main message breakthrough.
costs and timing upfront which reduces the costs Part of that is biased by the idea that most
and forces the agency to do a script for the 15sec brands that go to a 15sec spot will likely have a
spot ahead of time and film it as a 15sec spot during well established campaign that easily breaks
the shoot. The result is less cost and a spot that through. For us, the main message concern is off-set
flows better. by the fact that we likely have 1000 GRPs of the
30sec spot providing that link to the main message
take-away.
GOING FORWARD
Our proposed guiding principles for Canada are:
1. Build the making of the 15sec spot into 3. Ensure that the strategy fits the given need of
the initial script and production process. the brand.
2. Look for partners to ensure we do not pay 4. Move to the 15 sec spot at the 1000 GRP level.
media premiums.
4. 4
THE
MEDIA Media Choices that
STRATEGY
Fits your Strategy
Total Branding to the many Me’s of Me
“Be where they are” is an idea that forces you to You might have more time during part of the day.
think through where your consumer is and how You might be more apt to think about your health
they interact with the different mediums. at the beginning of the month or year. (eg Diets
start usually at the first of the month) People act
The converse to investment focus is to try to differently on a Sunday (uptight and planning out
be everywhere all the time or at least give the their week) then they do on a Thursday (excited
appearance of that. Not all brands can do this. about the weekend).
Realize that you think and act differently at different You should challenge your teams to think about
parts of your day or week or even month. how the consumers mindset is in a given activity
before committing. If you have a cold, are you out
TAKE A WALK IN driving a car or inside reading the TV guide?
THEpretend to be the consumer.SHOEScreative out for a “test drive”. Don’t
Actually
CONSUMER’S Also, take the
If it’s outdoor, go see the place they recommend judge a print ad by seeing it on a nice board, but
and try to feel for how your ad will feel. Same thing rather ask for it in the situation of where it would
with any medium — pretend to see it on tv or be bought. It’s amazing how different it will feel.
in a magazine. It’s amazing that sometimes the ad Your decision making will be different, if you act
actually feels different in the environment then it like a consumer and see how it looks and feels in
does on a board. or in a drawing. that situation.
WHAT COMES
FIRSTThe Media or the Creative Idea
Sometimes it’s the Creative Idea, mediums before seeing whether it would work or not.
Sometimes it’s the Media, That might actually be a test as to whether it is a
Sometimes It’s Chocolate”. good idea.
Lynn Mayer, Zenith Optimedia
On the other hand, some ideas work harder in
A good ad idea can be stretched up, down and different mediums. Trying to force fit the ad idea
sideways. If it is a truly good idea, it should be able into the wrong medium might spell disaster as you
to carry across various mediums. I like to ask the could end up with an outdoor ad with 38 words
creative team to take the ad into a few different on it.
5. 5
You have to be the “expert” on this decision. With both sides and try to feel how it may or may not
two different agencies, it is you that should listen to work in a given setting.
THE ADVERTISING
LADDER From Strategy to Expression
Brand Vision
Where Are We?
Brand Issues We Face
Media Guidelines Strategies to Meet
Target Audience
Ad Platform
Media Range Creative Strategy
Big Ideas Communication with
Creative Expressions Agency should go up
Final Media Direction Ad Architecture and down this ladder
Tone/Feel
Ad Elements
Final Ad
The media choice has 3 major touch points in the have an idea of where, the range begins to focus
advertising process. The guideline is where you on a one or a few, and the direction is where you
pinpoint it.
PRIMARY VS
SECONDARY MEDIA
With our budget levels, it makes sense to build your do to set it up so that our primary choice works
media plan around one primary medium—the one even harder. Ideally, work on the secondary in
that you feel will work the hardest for the task you conjunction with the TV, as it could save on costs
need to do. and give a better link into the main idea.
The secondary media becomes the supplement to There is ample research that shows that two mediums
the primary. What I like to do is to think “what is working together in harmony, will produce better
my primary media NOT doing?”. Is there a target results. It’s not always easy getting your 2 mediums
we are not reaching,...is there a message we are not on at the same time,....but it creates large benefits to
able to get through,...or is there a task we need to your task.
6. 6
THE MEDIA
CHOICES Strengths & Weaknesses
TELEVISION Strengths
Immediate reach with strong frequency There is an opportunity to target via specialty
channels or selective “appointment” TV.
It’s the most intrusive —
and creates a “talkabout” factor. Creatively, because it has sight/sound/motion, it’s
the easiest medium to get a complex idea to the
Efficient versus mass targets—the highest reach for consumer. You can demonstrate easily, you can
the money. break through in a big way…and it’s the best vehicle
for showing emotion.
Weaknesses
There is a high cost for continuity It’s a more highly regulated and
visible media.
The production costs are the greatest—around
$250M - 500M for the making of a TV ad. Make It has long lead times to book
sure you have enough weight to make the most of weight, but also long lead times
the fixed cost. to make the spots, which means
less flexibility.
TV has a lot of clutter and people have a love/hate
with TV ads. Creatively, people get fixated on the 30 second TV
ad—and tend to gravitate to traditional rather than
creative means.
Understand the TV Calendar
The “old” TV media periods were always: G2 = Xmas Season: Pay the highest premiums.
P1 = Sept to Dec, P2 = Jan to May, P3 = Jun to With the most new news for brands, will you even
Aug But more in a modern sense, there feels like stand out?
5 different periods. Each period has its benefits, but
you should try to understand how your brand fits G3= The Cold Dead of Winter: Efficiency Plus.
or doesn’t fit. My favourite media buy. It has the highest viewership,
yet is still low demand. Great for a non-seasonal
G1 = Back to School: All the new TV shows. brand because of the great value. Many high reach
You can find some very rich high reach properties that vehicles can supplement your value GRPs such as
are great for launching new news, but you might want award shows, Super Bowls, etc.
to supplement it with some great inventory of tried,
tested and true, if you have a limited budget. Avoid too G4 = Season Finales: Spring Time. The retailers
much uncertainty, given 1 in 10 new shows makes it. start advertising now,…heavy beer and spring
7. 7
seasonal brands (allergy/lawn mowers). With the G5 = Summer Time. It’s not as bad as it used to be.
high reach over this period, it’s good value even at In fact in the modern world, there are many new
the higher prices. Can get great specific target buys shows to take a chance on. 90210, Survivor and
with the live action sports. Millionaire were all summer start ups. After 9pm,
viewing is almost equal to peak seasons.
Get a feel for the TV Math
Most TV media finds their efficiency balance around working demos, you might want 70% prime but you
100 GRPs, with a 60% prime split and a 20% have to pay for it.
specialty allocation.
For % of specialty, it depends whether your target
For most of our brands, 100 GRPs per week should can skew towards appointment TV. Two targets: (eg:
be enough. Realize that media is a balance between working moms and sports nuts have viewing habits
reach and frequency. Going beyond around 150 “by appointment”) You can sometimes best capture
GRPs, you reach the diminishing returns on reach them by focusing on key shows or networks.
and start spending all on frequency towards the
heavy TV viewers only. A Tip: lay down a basic plan of around 100
GRPs and set aside a 10% fund to supplement
For % prime split, it depends on your target. If it in whichever strategic way makes best sense.
you have a family or female skew, you can lower With LPP, we did high reach award shows. With
the prime ratio to 50% and get more media for Reactine, we did live-action sporting events.
your dollars. Conversely, if you brand is skewed to This will balance efficiency against
your brand’s objectives.
RADIO Strengths
Effective against many active, especially for the hard Very targeted, with specific radio formats
to reach demographics.
The production costs should be around $15-30M,
Excellent frequency for getting your message to a which is great if you have a smaller budget. The
smaller target. media cost of 60s is only 10-20% more than a 30s.
So if you have a lot of info, opt for the 60.
It has short lead times and more flex. That means
it’s great for a secondary medium to support a TV It’s a “call to action” medium, and you’ll find most
ad you just made. retailers use it. For example, “buy it now” or “get
this cool promo”.
Weaknesses
People tend to have it on as a background medium There is a high cost of national coverage for Canada.
(non-participatory) when they are driving, at Radio is bought on a local basis—unlike other
home, or outside. It makes for a low involvement countries like the US or UK, there is no national
medium—yes the audience is captive, but are they radio network.
really listening?
8. 8
There doesn’t seem to be much creativity in radio There are a lack of visuals.
spots—lots of room, but no one seems to be doing
“great radio”.
NEWSPAPER Strengths
Efficient versus a mass target, but has Creatively, there is an
frequency issues opportunity for long copy, which can be very useful
for providing details of information. It’s a match for
Great for announcement or creating immediacy those “medically motivated” types that want more
for action. information.Newspapers are where people go to get
their information.
It seems that it’s counter balanced against TV—light
TV viewers It has short lead times and is very inexpensive
on production
Weaknesses
Newspapers have a short issue/ad life. No one Like radio, it’s not very national, outside of the
reads twice—say compared to magazines. Globe or Post—which are still Toronto Centric.
It gets very expensive to maintain continuity, Creatively, you will probably be disappointed in
especially if you have to buy papers on a local level. the final production quality. As well, it can be
inconsistent across
the country.
OUTDOOR Strengths
High frequency and strong reach, which makes it
efficient for mass targets. Creatively, it can have a big IMPACT, especially if
your message is very simple.
You can get to the light TV viewers.
You can be tactical (select locations) or innovative
by going beyond just the normal board.
Weaknesses
On a creative basis, there is limited copy scope. expensive if you want to do it for a longer period of
If you look at most outdoor ads, you’ll find time. That means high NON working dollars.
major flaws; too much copy, too small of a tag
line, confusing visual. Keep in mind, you drive by There is a long lead time for space and production—
it, which makes it harder to evaluate while in especially at different times of the year.
the car.
In Canada, outdoor is mixed or inconsistent across
There are high production costs because you the country as to how many billboards there are
have to pay for the printing and installation. It gets by city.
9. 9
TRANSIT Interior & Exterior Transit Strengths
A great vehicle for getting to a youthful or It can have a high
urban audience. frequency exposure to a core target.
Creatively, for the interior ads, there is room for a bit It can be a very captive audience.
more fun or text. It also feels like an environment
that would allow you to be a bit more edgy. The bus shelter ads should be thought of like an
outdoor ad since a lot of the reach is “drive by.”
Interior & Exterior Transit Weaknesses
It can be non-intrusive competing with so It can get to be expensive with material costs for
much clutter. production. That means high NON working dollars.
Limited national reach, coverage is mainly in large Make sure you think through your strategy or your
urban centres. execution. Often this is a nice pick to compliment
TV, but a lot of
times it doesn’t fit.
MAGAZINE Strengths
The match to editorial environment delivers a Like Newspaper, you can do long copy scope.
motivated audience that fully engages in the ads as
much as the rest of the magazine. It can also counter balance TV, as it delivers light
TV viewers
It has strong reach, especially for women, and
fairly inexpensive continuity because people keep Creatively, I would think about your magazine list
magazines around for weeks/months and read them and how people read the magazine. Try to see it in
a few times. the context of the magazine, so you can understand
if there is enough to attract your attention. The 1/3
column pages are great for gaining attention.
Weaknesses
Magazines in Canada are much more focused on feels like the creativity of the magazine ads of the
the female target. There is room to advertise in US 60s and 70s are being replaced by a common
magazines like Time (who do a split run) to get to format—which creates clutter. As well, the trend
the male audience. feels like the smaller the font, the better, which I
have issues with.
While magazine provides continuity, it can be slower
to build reach/frequency. There is a long lead time for space so you better
I have a problem with where the creativity is going plan ahead, especially for the monthlies whose
for magazines—90% of them feel like interesting material closing dates can be up to 3 months before
picture taking up most of the page, simple catchy the actual publication date.
headline and a pack-shot at the bottom right. It
10. 10
OTHER
Bathroom Ads: I think they tend to fit a very social Movie Theatre Ads: Where you have a beautiful
brand and the edgy style marketing. or high impact TV ad or a social target, you could
consider doing this medium. It can be expensive,
Internet: Active audience looking for information. but big on breakthrough. Make sure you entertain
You better have a reason to grab or hold the and don’t annoy.
consumers’ attention.
Direct Mail: Where you have a targeted message
In-Store: The spot where you can close the deal. It’s or want specific action. This medium is very
tightly controlled by News Canada and expensive expensive—so ensure minimal waste on the mailing
on pay back. list. That means high NON working dollars.
EVERYONE
SHOULD HAVE P.R. in their Plans
If it’s in the news it has to be true. 2) A spokesperson can create increased
credibility.
Realize in health care, that people actually seek out 3) Grass-roots events to capture non -
information on their health issues. Having a PR TV viewers.
presence puts our brand into a more relevant and 4) Put it in the news….if it’s news it must
objective light. be true
5) Supplement your brands strategies.
PR can do things that advertising can’t do:
1) Find a way to say what ASC wouldn’t let
you say.
11. 11
THE
CREATIVE “The smaller the strategy,
STRATEGY
the bigger the idea”.
Paul Lavoie, Taxi.
GETTING COPY THAT FITS
YOUR STRATEGY Who Writes The Brief?
There is great industry debate on this issue. My team to the task of delivering on the brief. That way,
view is that it’s the creative agency that writes the you’ll never have an agency person say “oh ya, well,
brief; we write the strategic platform, but they write we never really liked the brief anyway”, because it’s
the brief. their brief.
I think that it’s the first chance that you have in getting My first challenge is what is the fear in letting them
the agency to buy into your strategy, and this may write the brief? My second challenge is what if the
be the easiest way. It allows the agency to utilize creative team comes back with an idea that is “off-
their own wordings etc, and it allows the strategic or strategy”. I’d want to see the idea and if it’s better
account people at the agency to hold the creative than the brief, then I air it and re-write the brief. No
consumer has ever said “wow, what a great brief ”.
TIGHT LANGUAGE
OR ROOM TO EXPLORE
Learn to write your strategies as tight as you can. strategy or benefit, challenge yourself to cross it out
Think of your writing as almost being like headlines and see if your strategy is even more powerful.
for a newspaper or bumper stickers on a car. They
are tight, but energizing. Tighter language of your The room to explore things is a bit over-rated
strategy will give you tight focus to your key message, and confuses the creative team. If you are
forcing you to talk to one idea only. unsure of your strategy, go through the creative
exploration. If you don’t like it, you can always
Whenever you come up with a secondary objective, change the strategy and explore again. A strategy
that is not executable is no longer a strategy.
Start Again.
START EARLY
Invite the media team to the presentation. It Sometimes it’s best to start the process early.
gives them the chance to explore some media Less pressure on the system can allow you to feel
ideas and allow you to explore how each medium comfortable and soak in with time. Too many times,
might look. it’s high pressure/last minute timing that can restrict
12. 12
you from doing everything you want to do with the the idea can go, other mediums or what would it
idea. More time allows you to explore where else look like in-store.
THE ONE
TEAM APPROACH
The best ads come from true collaboration. Your It’s when everyone can see the big picture of what
job is to energize and excite the team. I always say we are trying to do AND everyone sees something
that “when we are having fun, so to is the consumer”. in it for them that the best work comes about.
There is also an old agency term “you get the ad you The creative team, director, set designer, wardrobe
deserve”. Overall, it’s true. When the creative team person and editor all need to find ways to contribute
and the brand team work AGAINST each other, it is to your idea.
almost impossible to come up with great work.
FINAL
THOUGHTS
1. Flex that investment muscle by making sure your paths. Have a guideline of what you want to do, but
“working dollars” are working hard, which means don’t be restrictive.
minimize your “non working dollars”.
3. Learn and understand the different media choices.
2. What comes first, the media or the creative? Don’t just pick it because it works with your creative
Creative and Media should be done on concurrent idea—but make it so that it works with your target.