Three principles for strategic media planning
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A highlevel overview of how to approach media planning.
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Three principles for strategic media planning
- 1. HiLisa Parente Christy / @lachristy Wieden + Kennedy Media & Comms Planning Your host for today
- 2. By the end of today, I want you to know… 1) My three principles for being great 2) What is media planning
- 3. "While you were sleeping, the world you're now inhabiting has changed somehow. It might be a big change, a small change, but don't assume anything… Find out what's going on.” - Dan W BE GREAT PRINCIPLE #1
- 4. Why that’s important Technology = mainstream Changes = lightspeed Media is more fragmented than ever …and no one likes a know-it-all
- 5. Ok now down to business What is Media? What is Planning? So…
- 6. Gambling?
- 7. Shopping?
- 8. Data?
- 9. Yes. It’s finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value
- 10. Another way to look at it. IDEATARGETS MARKETPLACE BUDGETS STORYTELLING
- 11. Why we do it.
- 12. And THIS is why we do it
- 13. OMG there’s so much How do you choose?
- 14. REMEMBER: BE GREAT PRINCIPLE #1 Be stupid …and then find out what’s going on
- 15. Ask the right questions Where do I start? What questions are those? “You’re smarter than you think” - Lisa C Have you ever bought black shoes?
- 16. “Luck is the residue of design.” - Branch Rickey BE GREAT PRINCIPLE #2
- 17. TARGET (WHO) OBJECTIVE (WHAT) STORYTELLING (WHEN) MARKET (WHERE) BUDGET ($$$$$) THE IDEA (HOW)
- 18. Target: Let’s revisit black shoes: What are the patterns in ownership?
- 19. Defining WHO your Target Audience is - DEMOGRAPHICS - PSYCHOGRAPHICS ?
- 20. WHAT are your Objectives? - SPECIFIC - MEASURABLE
- 21. WHEN you tell your story - TIME OF YEAR - TIME OF WEEK - TIME OF DAY
- 22. WHERE you tell your story - NATIONAL - LOCAL - HYPERLOCAL
- 23. And of course, what is your BUDGET?
- 24. HOW can you best bring THE IDEA to life *
- 26. READY FOR PART 2?
- 27. • Now you know two principles for being great • You know what media planning is • And you know the right questions to ask to make strategic media decisions So let’s talk about selecting media
- 28. R > W - Charlotte Beers BUT FIRST BE GREAT PRINCIPLE #3
- 29. Back to “how do I choose?” Use each medium’s strengths to build a relationship with your user Building relationships. Wait, isn’t that the creative’s job? Yes. But don’t let media screw it up.
- 30. Television: Impact & emotion
- 31. TV’s audience metrics Ratings (source: Nielsen) 3.4% of all A18-49 (or 3.4 rating) 4,488,000 Total universe of A18-49 132,000,000 Scandal Finale Average Ratings: • Radio = 1.0 • Cable = 0.5 • Network TV = 2
- 32. Reach & Frequency: the bedrock of media Let’s say you have $1,000,000 to spend in TV Scandal = $500,000 for one spot / 5.0 rating Louie = $100,000 for one spot / 0.5 rating You can buy 2 spots on Scandal and reach a ton of people – but not very often Or you can buy 10 spots on Louie and reach fewer people several times It goes back to what the objectives are right?
- 33. Lisa, isn’t digital bigger than TV?
- 34. Ok fine: The Magical World of Digital “TV advertising used to work like this: You sat on our sofa while creatives were paid to throw a bucket of shit in your face. Today, you’re expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile.” - Charlie Brooker, The Guardian
- 35. Digital: time, targeting & measurement
- 36. Ways you can plan digital - Banners - Video - Social - Search - Branded Content (“native”) - Gaming/Consoles - Radio
- 37. Banners *
- 38. Video *
- 39. Social
- 40. Social *
- 41. Search *
- 42. Native * *
- 44. Radio *
- 45. Print: physical expression of personal passion
- 46. Print: long-lasting, tangible, & local
- 47. Print: the basic metrics Circulation & Cost Per Thousand (CPM) Family Fun 2,203,947 circulation $175,000 for one page CPM = $79.40 Family Circle 2,016,872 circulation $157,000 for one page CPM = $77.84 Cost / audience (thousand) x 1,000 = CPM
- 48. P.S. Cost Per (______) helps w/all hard decisions or Worth it?
- 49. OOH & Radio: local people on the go
- 50. OOH & Radio: Close to point of purchase
- 51. That’s it friends. Remember: Finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value.
- 52. My top ten 1. How We Decide (book) 2. Netted By The Webby’s (email) 3. Entertainment Weekly Mag (print) 4. MediaLifeMagazine.com (email) 5. Digiday (email) 6. BuzzFeed (however you like) 7. @verge 8. @adage (duh) 9. @Zzzquil (brand voice on Twitter) 10. @ludacris (instagram gold)
- 53. Thanks Be great - Walk in stupid (Find out what’s going on) - Luck is the residue of design - R>W Media is like shopping
Editor's Notes
- Media Planning at its core is really about whittling down all those choices – in the smartest, most relevant way. So “How Do I Choose? ”is a great question and come down to…
- So let’s take a step back and look at it a different way because frankly every single person in this room has already done media planning. Or at least a version of it. Have you ever bought a pair of black shoes? Yes, of course you have…Great. How many people have two pairs of black shoes? Five? (Boots count by the way) Ten? So it’s safe to say that you would use different shoes for different reasons? Let’s say I asked you to go buy me a pair of black shoes. Think about the questions you should ask me in order to accomplish this task. First, how much money are you willing to spend? Where are you going? When will you be wearing them? What image are you trying to project? How often will you need to wear them? There are a lot of black shoes out there and putting a pair of combat boots communicates a much different message than a pair of strappy stillettos which are different than dress shoes you might wear to an interview. So then once you get the general sense of what you need, there’s the value part. One pair might be really cheap, but not well made. If I’m planning to wear these shoes over and over, it’s a bad “value” for me to spend $50 on pair of shoes that I can only wear twice. Versus $100 on a pair of shoes I can wear 100 times. That’s the kind of thought process we go through with media planning. Where & when you put your message can communicate as much about a brand and what the ad actually says.
- So media planning plans ahead for as much as possible so that hopefully you aren’t relying on luck.
- Please raise your hand if you own one pair of black shoes (boots count). Look around. Great. Now keep your hand up if you own three pairs. Five pairs? 10 pairs? Note the difference – males vs females, age, etc.
- In media, we tend to define audience by demographics – male/female, age, income (easily quantifiable things) but ideally we layer in psychographics as well – lifestyle things. Active in Outdoor Activities or is Grooming Involved or Fashionista If you defined your target as “male 18-34” what might be a magazine you’d choose? If you defined your target as “male 18-34 who is Grooming Involved” what magazine would you choose? So target audience starts to narrow down where you place your ads.