How tooutsmart e_ballash_20160610
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This document discusses how Troy-Bilt used programmatic and addressable TV advertising to target specific audience segments in order to outsmart the competition. It outlines how Troy-Bilt leveraged first-party research and data to identify 4 key audience segments for their FLEX lawn mower product. They used programmatic TV to target these segments on specific channels and programs, achieving a high share of impressions while spending less than standard TV buys. Addressable TV allowed them to target households meeting the audience criteria, driving further impressions at a lower cost. This targeted approach helped increase Troy-Bilt's share of the lawn mower market and reduced the average purchase cycle length.
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How tooutsmart e_ballash_20160610
- 1. How to Outsmart (Not Outspend) the Competition A Troy-Bilt™ Case Study & POV
- 2. Elizabeth Ballash Media Director | Marcus Thomas LLC @eballash LinkedIn.com/ElizabethBallash 2 Introduction
- 4. marcusthomasLLC Average Length of Agency-Client Relationships 4 Source: The Bedford Group
- 7. marcusthomasLLC 7 1. Loathers 2. Pressured but Proud 3. Pragmatic Gentry 4. Discriminating Enthusiasts 5. Aficionados • 26% of pop. • 17% of spend • 18% of pop. • 16% of spend • 17% of pop. • 16% of spend • 13% of pop. • 15% of spend • 26% of pop. • 37% of spend 52 Index 91 Index 100 Index 126 Index 136 Index Avg. Yard Enthusiasts
- 10. 10
- 13. 13
- 14. marcusthomasLLC 14 1. Programmatic TV 2. Addressable TV
- 16. marcusthomasLLC Target Audiences 16 • Four main segments:
- 17. marcusthomasLLC Programmatic TV 17 $20+ CPM $11+ CPM
- 22. marcusthomasLLC Programmatic TV: Results Leveraged FLEX-relevant PRISM clusters to target channels and programs Top four channels included our standard cable buy channels and sports programming top five Accounted for 19% of GRPs, while spending 10% of the TV budget 22
- 23. marcusthomasLLC Addressable TV: Results Targeted specific households that met FLEX audience research Stations aligned with core cable buy; largest impressions on ESPN followed by HGTV Accounted for 7% of GRPs while spending 8% of the TV budget 23
- 27. marcusthomasLLC Purchase Cycle Length 27 “J.D. Power and Associates reports that the average lifespan of a lawn mower ranges between seven and 10 years.” Source: eHow.com
- 28. marcusthomasLLC How to Outsmart – Not Outspend the Competition 28
- 30. Challenges of Multi-Agency Campaigns • Competitive nature among agencies • Differing skill levels and knowledge gaps resulting in LCD plans • Unclear lines of responsibility • Client that is unwilling to facilitate relationships, or micromanages all transactions of the relationship • “Who gets to enter the work into the award shows?!?” 30
- 31. Work together on Behalf of Your Brands to Outsmart the Competition -- TOGETHER • Client involvement • Clearly define roles, duties • Uncover knowledge gaps, and help each other grow • Listen – You *may* not be the smartest person in the room • Scope out the work for agency-agency collaboration • Foster employee growth of inter-agency relationship skills • Evolve hiring practices and applicant evaluation for agency- agency collaboration skillsets • Build a solid case history of agency-agency collaboration 31
Editor's Notes
- Good morning! My name is Elizabeth Ballash. I’m a Media Director at Marcus Thomas. I’m here with a story. Before I begin, a little background on Marcus Thomas. We’re a full service, integrated agency in Cleveland, with about 150 folks. Our agency roots are very traditional, and we’ve evolved to have most of our work rooted somewhere in the digital space now, with projects spanning in the realm of digital development, content creation, influencer programs and events, or programmatic media buying.
- In many ways, we’re your typical midwest mid-sized independent agency – we bring our dogs to work, have a laid-back dress code, take turns hosting cookouts every other Thursday.
- Like many shops, we’re increasingly experiencing more project-based work, across all communities of practice.
- One brand that has defied that trend for us is Troy-Bilt. We’ve been their agency of record for almost a decade now, and have joined them in their journey to significant growth to one of the leading outdoor power equipment brands in the US. Troy-Bilt sells outdoor power equipment – lawn mowers, trimmers, edgers, snow throwers, ride-on mowers, etc. The brand is sold in primarily in Lowe’s stores and, lucky for us, is a solid product.
- Since we have a long history with the brand, we have deep knowledge into the brand and category. Through Marcus Thomas’ research team, we know that Troy-Bilt’s target audience is a homeowner with at least a half-acre of land, usually, ages 25-54, skewing male.
- Psychographically, these consumers LOVE their yard. They don’t mind yardwork. In fact, some of them actually like yardwork. These consumers would never think of just hiring a landscaper to come mow their grass or plant flower beds. They see these duties as almost a sacred Saturday ritual of homeownership.
- For the past several seasons, TV has dominated the media plan, with digital complements which shift and evolve each year. Media starts in late March, and run nationally through Memorial Day. We’ve been using cable to reach our target audience, and have used both first-party consumer data and GfKMRI to learn what cable programming our audience is watching. No surprise, our audience is watching HGTV, DIY and the Weather Channel, along with a few other channels. We also infuse what we learn from our first-party research into our media plans.
- For most of our target segments, yard work is done on the weekends. So, TV is flighted on Thursdays through Sundays, when consumers are in this mindset of planning or completing weekend yardwork. Once we started flighting our media this way, we saw a boost in sales and a jump in overall brand consideration. When you go to Lowe’s on a Saturday morning, that place is a party! Tuesday night, not so much.
- Last year, MTD (Troy-Bilt’s parent company) came to use with a challenge – to launch a revolutionary new product in this industry, that would have shelf space in Lowe’s.
- And they showed us the FLEX. Instead of buying a piece of machinery that cuts grass, and another that blows leaves, and another separate one that is a power washer, Troy-Bilt has streamlined this into one motorized base unit that snaps into one of many attachments. There’s a lawn mower, a snow thrower, a leaf blower, power washer, and a lawn aerator. (As a culinary aficionado, this kind of reminded me of the KitchenAid and all of the attachments you could use to make pasta, make ice cream, grind meat, and whip up a nice meringue.)
- The assignment came with challenges. FLEX needed to be launched with a limited budget, while still keeping the rest of the Troy-Bilt line up top-of-mind. Oh, and did I mentioned that everyone else has bigger budgets? John Deere and Cub Cadet. We would have to stretch our budget further than before, get creative, outsmart the competition.
- As part of an integrated campaign, we developed a media recommendation around this launch. Since the majority of the budget is going to TV, the pressure was on.
- We recommended two main tactics to complement our cable buy. These didn’t completely replace our standard TV buy – they simply complimented them.
- We partnered with PlaceMedia. Since this was our first programmatic buy, we leveraged their managed services team to execute.
- The benefits: Price The downside: Avails.
- Our target was well defined by research – make, 25-54, has less than one acre, but more than .33 and is a homeowner
- Quality over quantity
- Showing these stats is great, but at the end of the day, we’re judged on whether we made a business impact. Obviously, the goal is sales. We want to drive sales, but we also have a heavy focus on consideration set. This is because the lifecycle of this product is so long
- Source: J.D. Power and Associates via eHow.com
- Closing: There are many media tools, technologies that allow us to get more out of our budget, including programmatic TV, exchanges, and technologies creating efficiencies. I will close the one area will help most agencies and companies outsmart the competition. As work becomes more project-based, and agencies are layered and siloed, integration takes more effort, which means more hours, and more dollars, that may or may not always be there. For example, at Marcus Thomas, we’re working with Mylanta as their web development shop, but we’re also pitching a big idea for the Republican National Convention, which is about to come to Cleveland. We want to place media to support this integrated mini-campaign, but we need to work with another agency to place any traditional media, another to use the brands’ social channels, and another agency to place any digital media. A search component will be recommended, but we need to work with a separate search team to get this info.
- Because of all of this project based work, agencies are being forced to work together more now than ever before, beyond just inside our own agency walls. This is forcing us to evolve – Interpersonal relationships, breaking down the competitive nature of agencies, all for the benefit of clients. Kind of like what we’re doing here at this conference. There are agencies here that we’ve pitched against, but we’re all here as colleagues with a common purpose.
- Specifically, how? Some common challenges are: Any others beyond this that you’ve faced?
- Is the client comfortable with two agencies talking? In most cases, they EXPECT it. In some rare cases, they want to be the middleman. Foster employee growth. Sometimes, working with different departments within our own company is hard enough! We need to hire and groom a new generation of skilled advertising professionals that understand the skill of inter-agency communication and collaboration. Uncovering knowledge gaps. Especially in the media realm, this is so common. Sometimes, creative shops don’t understand why they should create a different :30 for pre-roll than they do for TV. Or maybe, the creative agency you’re working with has NO CLUE what the difference between expandable rich media and static display are. Or, maybe there is a dispute over who should be placing programmatic TV – the traditional broadcast agency, or the digital agency?
- This is my observation – this is how you outsmart your competition. Beyond just inside our own agency walls. Re-define who you perceive is the competition.