TMK.edu Communications Planning: June 2015

COMMUNICATIONS PLANNING:WHAT IT IS ANDWHY ITS IMPORTANT
JUNE 24, 2015
Friday, August 28, 15

2
What we’ll talk about
• WHAT IS COMMS PLANNING?
• PROCESS DEFINED
• LIVE EXAMPLES
• SUMMARY

3
LOTS OF NAMES FOR IT...
Media PlanningEngagement Planning
Communications Planning
Contact PlanMedia Strategy
Channel Planning

4
BUT WHAT IS COMMUNICATIONS PLANNING?
“Communication planning is the art and
science of reaching target audiences
using marketing communication
channels such as advertising, public
relations, experiences or direct mail for
example. It is concerned with deciding
who to target, when, with what message
and how”

5
MORE SIMPLY DEFINED...
Reaching the right
AUDIENCE...
...With the right
MESSAGE...
...At the right
TIME!

6
UNIFIED STRATEGY IN A CHAOTIC WORLD
Comms planning helps us...
✓Identify the ways consumer interact with brands
✓Prioritize touch points to devise the most effective channel plan
✓Ensure consistency across all media and communications
✓Outlines clear outcomes and expectations
...When there’s so much to consider

7
UNIFIED STRATEGY IN A CHAOTIC WORLD
Comms planning helps us...
✓Identify the ways consumer interact with brands
✓Prioritize touch points to devise the most effective channel plan
✓Ensure consistency across all media and communications
✓Outlines clear outcomes and expectations
...When there’s so much to consider

8
COMMUNICATIONS PLANNING CYCLE
Brand
Immersion:
Understand the
Brand, the
business and the
target.
Determine goals
and campaign
parameters
Strategy
Development:
Map out strategic
framework across
all channels,
include POEM.
Find the BIG IDEA.
Tactics Planning:
Deﬁne channel roles,
budget allocations,
develop media plan
Implementation:
Implement, execute
and monitor media
plan
Evaluation:
Analyze campaign
performance,
gather insights and
learnings

9
COMMUNICATIONS PLANNING CYCLE
Brand
Immersion:
Understand the
Brand, the
business and the
target.
Determine goals
and campaign
parameters
Strategy
Development:
Map out strategic
framework across
all channels,
include POEM
Tactics
Planning:
Deﬁne channel roles,
budget allocations,
develop media plan
Implementation:
Implement, execute
and monitor media
plan
Evaluation:
Analyze campaign
performance,
gather insights and
learnings

10
BRAND IMMERSION...FIRST STEPS, KNOW YOUR CLIENT
Deep dive into brand’s business and campaign nuances. Ask questions, get clarity.
Understand the client and their business via desk research
& client provided materials
Client briefs provide info on background, campaign
objectives, target market, budget, etc

11
BRAND IMMERSION: ALL THE TEAM PLAYERS
All
looking to
help client
achieve
objectives
and
Media Planning Agency
Media Buying
Agency
Social Media Agency
Creative Agency
Events Marketing Agency
Public Relations Agency
CRM Agency
SEO Agency
In house media department
Mobile Marketing Agency
Branding Firm
Content Marketing Agency

12
BRAND IMMERSION: COMPETITIVE & CATEGORY KNOWLEDGE
Conduct a full market landscape analysis to understand what other brands are doing in
media and how to best compete and stand out in the market space
Quantitative Analysis:
What are competitors spending?
How are they spending?
Qualitative Analysis:
What are the communications platforms? What
trends do we see?

13
BRAND IMMERSION: TARGET INSIGHTS
Understand the target- who it is, what they like, how they live and how they interact
with brands and media. Target insights can help map out the consumer journey through
media, which helps inform media touchpoints

14
BRAND IMMERSION: UNDERSTAND CAMPAIGN GOALS & LIMITATIONS
✓ Awareness?
✓ Brand lift?
✓Revenue?
✓Acquisition?
✓Everything????
What does your client want to achieve? And what might make that difﬁcult??
✓Budget restrictions
✓Cluttered marketplace/
seasonality
✓Brand hurdles

15
STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER
Target Insights
Marketplace &
Industry Trends
Agency Partner
Insights/Ideas (e.g.
message or comms
platform)
Campaign Goals
Obstacles to
overcome

16
STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER
The media strategy or communications strategy combines all insights to identify the “big idea”, optimal touch points or
platforms for the campaign
Target Insights
Marketplace & Industry
Trends
Obstacles to
overcome
Agency Partner Insights/
Ideas (e.g. message or
comms platform)
Campaign Goals

Owned Media:
Brand’s own content (website,
social platforms, etc)
17
STRATEGIC DEVELOPMENT- NOT ALL ABOUT PAID MEDIA
Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands
have many options and outlets to communicate with their target
Paid Media:
Traditional Advertising across
any channel
Earned Media:
Blogs, PR, Press, Shares, etc

18
STRATEGIC DEVELOPMENT- PAID_OWNED_EARNED MEDIA
While we specialize in paid media, our jobs as planners is to consider how all media works together
The importance of POEM:
✓Stretches budget
✓Opens up more opportunities for visibility and
engagement
✓Creates the most cohesive marketing programs

19
STRATEGIC DEVELOPMENT- DEVELOPING A STRATEGIC FILTER
Consider a criteria list to help identify how
various opportunities, ideas, media channel,
placements, etc ﬁt into the communications
strategy:
✓Does this achieve campaign objective?
✓Does this communicate our message?
✓Are we effectively and efﬁciently achieving our
objective?
✓Are we speaking to our target? At the right time? In
the right places?
✓Does this leverage all other existing brand efforts?

20
AND USE AS MANY RESOURCES AS POSSIBLE
Syndicated Research
MRI
Simmons
Comscore
Fusion
Kantar
MOAT Pro
Business Intelligence
eMarketer
Iconoculture
PEW
Forrester
Statistica
Desktop Research
Google searches are you best
friends
Social Auditing
Sysmos
Facebook
Twitter
Instagram
Comms Planning Tools
Pointlogic
Nielsen R/F
In-Person Immersion
Interviews
Focus Groups
Product Trials/Visits
Client Materials
Briefs
Sales history
Website
Corporate Reports
Target/Focus Groups
output

LETS WALK THROUGH
SOME LIVE EXAMPLES

FALL FOR FASHION- FALL 2014
MULTI OBJECTIVE PLANNING EXAMPLE

23
FALL CAMPAIGN GOALS
What are our goals?
✓Driving new customers to the brand, ultimately customer acquisition
✓Build brand relevancy, shifting perception through engagement
✓Explore new media buying strategies that compliment existing Lane Bryant strategies
✓Demonstrate media impact, understand engagement metrics beyond ROI
✓Understand how we can scale and augment Fall efforts for Spring
✓Reporting against clearly deﬁned KPIs short term; deﬁning a new reporting system long term

24
FOCUSING FALL EFFORTS
With $1.5MM budget, we need to focus budgets and complement on-going Lane Bryant media efforts
On going Lane Bryant paid media
efforts:
Drive ROI with ower funnel tactics
✓Retargeting
✓Reactivation
✓Prospecting (via Datalogix)
✓Limited Mobile for Customer
Reactivation
✓Limited Paid Social for Fan Acquisition
✓Paid Search
Lane Bryant Fall Focus:
Expand audience base with acquisition
✓Prospecting (via contextual & search retargeting; social)
✓Video
✓Publisher Partnerships
✓Mobile for Customer Acquisition
✓Retargeting
✓Reactivation
✓Prospecting (via Datalogix)
✓Limited Mobile for Customer Reactivation
✓Limited Paid Social for Fan Acquisition
✓Paid Search

25
ACHIEVING OUR OBJECTIVES: FULL FALL PERIOD
Numerous digital tactics need to be employed to effectively achieve our objectives:
*Speciﬁc spend not broken out for social from $1.5MM, incorporated in
prospecting
• Reposition Lane Bryant
brand as a credible
fashion destination
• Drive new customer
acquisition, including a
younger demographic
• Demonstrate media
impact on customer
reactivation
Publisher Content
Partnerships:
$635K
Video:
$350K
Mobile:
$50K
Prospecting via
Contextual:
$415K
Paid Search:
$3.3MM
Paid Social*:
$40K
Datalogix
Display:
$300K
Mobile:
$391K
• Bought/planned by TMK • Bought/planned by LB
• Demonstrate media
impact on customer
retention
Afﬁliates:
$165K
Email
Marketing:
$612K
Direct
Marketing:
$9.25MM
Retargeting:
$188K
EDO:
$300K

26
LANE BRYANT FALL ’14: CONTENT
CUSTOM CONTENT TO SHIFT BRAND PERCEPTION OF LANE BRYANT

27
LANE BRYANT FALL ’14: RESULTS
+
$7.3 ROAS
WITH
$11M
IN REVENUE
SUPPORTING HIGH
IMPACT MEDIA, VIDEO
AND TARGETED DISPLAY
CUSTOM ALIGNMENT WITH
17%BRAND LIFT

#IMNOANGEL
PAID, OWNED, EARNED & BIG IDEA EXAMPLE

SPRING OVERVIEW
29
THE ASK
Recommended channel strategy for launch of Cacique campaign
MARKETING OBJECTIVES*
‣ Build awareness of the Cacique brand as gateway for Lane Bryant
‣ Acquire new customers
‣ Re-engage prior Lane Bryant shoppers
‣ Shift Lane Bryant brand perception
‣ Drive increased purchase intent and sales for Cacique & Lane Bryant
BUDGET
$5MM
*Per client brief
THE IDEA
Start a movement with
#ImNoAngel}

THE IDEA
30
we need to go big and
be disruptive.

COLLABORATION
31
Earned
Paid
Owned
#ImNoAngel requires tight collaboration
This plan took... 2 media days, 2, 4 hr all agency in
person brainstorms, weekly status calls, in person
creative kick oﬀs & brainstorms

HIGHEST IMPACT AT LAUNCH
32

SOCIAL PRESENCE AT THE CENTER
33
We will launch #ImNoAngel with a clear POV
Inﬂuencers are key:
celebrities, bloggers, sales associates and consumers
Consumers will participate in #ImNoAngel

#IMNOANGEL SOCIAL OPPORTUNITY
34
PAID OWNED EARNED
Publisher sponsored posts. Promoted posts
can link to FB page or #ImNoAngel landing
page
Heavily feature #ImNoAngel content to
ensure there is continuity with messaging
Call followers to Share Their Sexy (i.e. a
shimmy video)
Publisher sponsored Instagrams or Native
Ads
Post campaign and product imagery;
regram user generated content
Call followers to Share Their Sexy (i.e. a
shimmy video)
Publisher sponsored Tweets or Sponsored
Tweets
Create a conversation about Sexiness -
consider having a live tweet convo with a
guest tweeter
Foster conversation around body image and
the message behind every kind of sexy
Partners who enable pinning from ads
(Triplelift) or activate Pinterest Inﬂuencers
(Hello Society)
Create boards featuring a combination of
product, campaign imagery, and UGC
Encourage pinning of product and campaign
imagery through incentives
Consider sponsored tumblr posts if a tumblr
is created for the campaign
Feature “Team Cacique’s” stories on the
tumblr
Call followers to share a story about their
kind of sexy to be reblogged on the tumblr
page

COMMUNITY
CELEBRITIES
BLOGGERS
INFLUENCER ACTIVATION
35
BRAND
Contract celebrities to
endorse the campaign
PAID MEDIA SOCIAL PR
Activate select celebrities
through WhoSay
Start conversations with
celebrities on social media
‣Reach out about the
campaign before launch to
encourage participation
‣Invite top celebs to press
events
‣Work with PR to provide
product
‣Feature blogger content on-
site
‣Ask bloggers go submit
shimmy, etc
Negotiate intensive blogger
partnerships for content
‣Leverage existing
relationships to create social
chatter
‣Feature blogger content
Seed bloggers with product
and messaging to encourage
they Share Their Sexy
‣Store & Site to feature CTA &
UGC
‣Encourage associates to
participate & spread the word
‣Strong CTAs in creative
‣Create incentives with
publisher partners
‣Highlight UGC
‣Start conversations on social
Ensure that press releases
include CTA
In order to spark a movement, we must activate three tiers of inﬂuencers prior to and at launch. These activations can be
accomplished through multiple disciplines, but require tight collaboration to avoid overlap and create a cohesive story:

MISSION CONTROL
36
real time content distribution
react in real time
real time optimization

STARTING A MOVEMENT
37
We need a catalyst to start a movement around #ImNoAngel.
We need a buzz worthy stunt to get everyone talking.
Adidas Shoebox Pop-up Shop
Gossip Girl Tune-in

Content Seeding
& Distribution
SUPPORTING THE DISRUPTION
38
ReachReach Engagement Ampliﬁcation
Content Seeding
Content Partnerships
High impact digital
Paid Social
Programmatic TV
Online Video
Scaleable OOH

A UNIFIED COMMUNICATION PLAN
39
Role
Disruptive
Consumer Reaction
Visible
Social
Emotional & Personal
Product
“Did you see what Lane Bryant isdoing?!”
“I can’t believe they did that!”
“I love this campaign. Cacique gets
“I’d feel sexy in this bra”
“I want to show oﬀ my kind of sexy”

PRELIMINARY PAID MEDIA FRAMEWORK
40
VIDEO SPOT DISTRIBUTION
to showcase message at scale
HIGH IMPACT OOH
to make a statement
DISRUPTIVE DIGITAL
large scale take-overs for national reach
45%
40%
15%
CHANNEL % OF
BUDGET
For the biggest
disruption, the
splashiest and
highest impact
media should
launch at the
same time
TIMING

STRATEGIC TIMING
41
OOH media
requires long
production lead
times- campaign
launch date must
account for this
Production
Launch of campaign should be determined by key factors:
A communications
platform like Every
Kind of Sexy calls for
highly collaborative
eﬀorts and fully
developed program
Alignment
In absence of a
cultural or seasonal
tie-in we can launch
during a period with
minimal clutter to let
#ImNoAngel shine
Seasonality
Considered launch: Early April
Everything must launch together. We have one shot to launch big.

GOING IN WITH A BOOM
42
Media will be flighted strategically, teasing first with social outreach, launching with high impact, and sustaining momentum
with standard media and content
TEASE LAUNCH RUN SUSTAIN
4/3 5/31
Influencer Activations
OOH
Digital
Social
Amplification (TBD based on press)
Video

‣ How widely is #ImNoAngel used?
‣ Did we drive a lift in-store traﬃc and sales?
‣ Did we drive more web traﬃc?
‣ Did we shift brand perception and purchase intent for Cacique & Lane Bryant?
‣ Did we shift social sentiment for Cacique & Lane Bryant?
KPIS
43
#IMNOANGEL USAGE
TRAFFIC LIFT
SALES LIFT
BRAND PERCEPTION LIFT
SOCIAL SENTIMENT

HOW WE GOT HERE
44
The development and execution of this plan required...
2 media days
2, 4 hr all agency in person brainstorms
Weekly all agency status calls
Mulitple in person creative kick oﬀs & brainstorms
4 client presentations
Countless emails and one oﬀ conversations with our creative
agency

45
#IMNOANGEL SUCCESS
High Impact Disruption across TV, OOH, Digital & Social with a 9.9 iSpot TV ad effectiveness rating
12.6 Billion media impressions in 3 weeks
Over 20K additional Facebook fans in just 3 Days
126K social actions from paid inﬂuencer media in ﬁrst week of campaign
2 days trending on Facebook
1 very angry and threatening NYC Councilman

MAY27TH,2015

THE
ASSIGNMENT

THE JBL CORDFAIL ASSIGNMENT
48
Media activation
recommendation
for JBL Cordfail
To support the launch of
JBL E40 and Reflect
headphones during the
2015 holiday period
Provide strategic
spending
recommendation
Recommended media
spend in the US, Germany,
Netherlands, and France
Recommended breakout of
spend by media type
Discuss KPIs and
measurement
For each activation pillar,
recommend specific
measures for tracking
performance and success
[+] [+] [+]

WHAT WE DID TO PREPARE
49
• Iconoculture
• eMarketer
• Forrester
• PEW
• comScore
• SDL
• Media & Marketing Trades
• Media Partner Research
• Kantar
• Monitor Plus
• MOAT
• Simmons Connect
• Comscore Fusion
• Consumer Interviews
• Ideation Sessions
• Discussions with top music platforms
• Sysmos
• Amazon Product Reviews
• Audio & Music Blog/Sites
• Tech Trades
• In-store experience
• Product experience
• Point Logic
• CIA Factbook
• IndexMundi
• Global Economic & Financial
Research
CATEGORY IMMERSION
GLOBAL MEDIA MIX ANALYSIS
BUSINESS INTELLIGENCE
COMPETITIVE ANALYSIS
TARGET ANALYSIS
PRIMARY RESEARCH

OUR APPROACH
50
I.
BRAND IMMERSION
II.
STRATEGIC DEVELOPMENT
III.
PLAN DEVELOPMENT
ATTACKING THE ASSIGNMENT
MEDIA CONSUMPTION ANALYSIS
GLOBAL MEDIA OPPORTUNITIES
COMPETITIVE
TARGET AUDIENCE ANALYSIS
CHANNEL PLANNING
BUDGET ALLOCATIONS

THE NUMBERS SPEAK FOR THEMSELVES
51
Source: Headphone Spend, Nielsen Monitor Plus; Kantar
2014
HEADPHONE
MEDIA
SPEND
GERMANY NETHERLANDS US
$535K $1.1MM $7.2MM
$10.9MM - $68.6MM
$7.4MM $2MM $27.3MM
$47K - -

WE’RE BEING OUTSPENT IN THE MEDIA
THAT MATTERS MOST
52
GERMANY
BRAND TV DIGITAL OOH PRINT
Beats 54.00% 57.00% 57.00% 78.00%
Bose 44.00% 42.00% 43.00% 12.00%
JBL 2.00% - - 9.00%
Sony - 1.00% - 1.00%
Beats - - - -
Bose 68.00% 100.00% - -
JBL 32.00% - 100.00% 100.00%
Sony - - - -
Beats 73.00% 71.00% - 4.00%
Bose 19.00% 25.00% - 96.00%
JBL 8.00% 4.00% - -
Sony - - - -
NETHERLANDS
USA
SOV BY
CHANNEL -
FULL YEAR
2014

OUTSPENT IN THE CATEGORY
53
FOR EVERY DOLLAR JBL SPENDS,
BEATS SPENDS $9.
Source: Nielsen Monitor Plus; Kantar

AND OUT-TALKED ABOUT
54
FOR EVERY JBL HEADPHONE MENTION
THERE WERE
10 BOSE
HEADPHONE
MENTIONS
THERE WERE
216 BEATS
HEADPHONE
MENTIONS
Source: Sysmos US

BUT THE WIRELESS
CONVERSATION
IS STILL NASCENT
55

US
56
Average Customer Review
ALL
HEADPHONES
Average Customer Review
CORDLESS
Average Customer Review Average Customer Review Average Customer Review
Average Customer Review Average Customer Review Average Customer Review
7% 15% 8% 7%WIRELESS
MAKES UP:
Source: amazon.com
48,500 752 100 1,024
2,844 119 8 77

FRANCE
57
Moyenne des commentaires client
ALL
HEADPHONES
Moyenne des commentaires client
BLUETOOTH
Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client
Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client
5% 25% 35% 18%WIRELESS
MAKES UP:
Source: amazon.com
12,390 320 148 139
612 70 52 26

GERMANY
58
Durchschn. Kundenrezension
ALL
HEADPHONES
Durchschn. Kundenrezension
BLUETOOTH
Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension
Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension
7% 4% 3% 18%WIRELESS
MAKES UP:
Source: amazon.com
24,464 276 130 236
1,787 12 4 44

WIRELESS’ ABILITY TO REDEFINE
HEADPHONES
59
“PORTABLE BLUETOOTH
HEADPHONES
REPRESENT THE
NEXT EVOLUTION IN
HEADPHONE TECHNOLOGY”
CNET, 2015
Source: CNET, Future Source Consulting 2015
THE WIRELESS
CATEGORY IS FORECASTED
TO INCREASE...
ACCOUNTING FOR
21% OF WORLDWIDE
SHIPMENTS BY 2018

60
WIRELESS
REPRESENTS
A TREMENDOUS
OPPORTUNITY
BUT IT REQUIRES
FOCUS.

BOSE IS THE NOISE CANCELLATION BRAND
61

BEATS BY DRE IS THE CELEBRITY BRAND
62

63
JBL HAS
ALWAYS
BEEN ABOUT
SOUND
QUALITY.

64
AND
NOW,
EXPERIENCING
MUSIC

65
EXPERIENCE
MUSIC.
EVERYWHERE.
EVERY PLACE.
ALL THE TIME.

AUDIENCE
INSIGHTS

THE JBL USER
67
Source: Client Brief
Passionate, 18-34
year-old impulsive
experience-seekers,
constantly on the go.
They are busy,
spontaneous and fun.
MUSIC IS WITH THEM
EVERYWHERE.

JBL TARGET DEFINITION
68
18-34
YEARS OLD
Source: Simmons NCS Fall 2014
AGREE A LOT
Music is an
important part
of my life
AGREE A LOT
I often do things
spur of
the moment
OR
I like to pursue a
life of challenge, novelty
and change
[+]
[+]
[+] US
30MM
PROJECTED AUDIENCE SIZE
FRA
6.2MM
GER
7.3MM
NED
0.8MM

MEDIA ROLES IN
THEIR LIVES
69
DESKTOP
Utilitarian Aide
OOH
Experiential Tool
SOCIAL
Connection Platform
MAGAZINES
Dwindling Inspiration
MOBILE
Primary Source of
Entertainment & Discovery
TV
Background Noise
Source: Simmons NCS Fall 2014

MOBILE IS AT THE CENTER OF THEIR WORLD
70
Entertainment
Social life
Access to news
Personal Banking
Shopping
Job hunting
Dating Travel
Creativity
Personal Expression
Music
80% OF MILLENNIALS
REACH FOR THEIR
PHONE AS SOON AS
THEY WAKE UP.
THEY INTERACT WITH
THEIR MOBILE DEVICE
150X A DAY
Source:SDL Understanding the Global Millennial, Mary Meeker Internet Trends

APP-DRIVEN COMMUNITY
71
MORE TIME IS SPENT IN MOBILE APPS
THAN ON ALL OF THE WEB700
600
500
400
300
200
100
0
Desktop web Mobile app Mobile web
US TIME
SPENT
ONLINE
(IN
MINUTES)
Sources: Comscore Media Metrics
JUNE 2013 JUNE 2014

CENTERED AROUND MUSIC
72
Sources PandoDaily.com
TIME SPENT IN
MUSIC APPS
SURGED
79%
IN 2014
4.2
BILLION
TRACKS PUSHED
TO FACEBOOK IN
Q4 2014

TOP APPS ARE SOCIAL AND MUSIC ORIENTED
73
UNITED STATES 8 1 3 6 2 5 4 12
Source: App Annie 2014
TOP
APPS BY
COUNTRY
NETHERLANDS 2 4 7 6 17 8 13N/A
FRANCE 5 7 11 13 12 6 14N/A
GERMANY 5 2 8 3 4 7N/A 12

SEEKING BRAND
EXPERIENCES
74
Sources: Forbes, “Relationship Marketing & Millennial”; AdWeek “4 Things you need to know when marketing to Millennial”; Millennial Marketing;
"THE FAN WANTS TO
SEE WHY THE BRANDS
ARE THERE. THEY WANT
TO FEEL LIKE THE BRAND
IS BRINGING
SOMETHING MORE
THAN MARKETING TO
THEM."
Kevin Lyman, Warped Tour Founder
ALMOST 75% OF MUSIC STREAMERS LEAN
TOWARD BRANDS THAT ENGAGE THEM
THROUGH MUSIC GIVEAWAYS, SWEEPSTAKES,
AND SPONSORSHIPS
48% OF MILLENNIALS CLAIM THAT LOYALTY TO
A BRAND DEPENDS ON THE TYPE OF
EXPERIENCES THAT BRANDS CREATE FOR THEM

ESPECIALLY WITH MUSIC
75
25%
In purchase rate in millennial
fans after sponsoring a concert
of millennials will try a brand or
product that sponsors a music event
for an artist or group they like
Sources:The Infinite Dial 2014; Spotify Brand Impact Study
1/4

COMMUNICATIONS
APPROACH

JBL OPPORTUNITY
77
MOBILE
APPS
MUSIC
EXPERIENCES

`
CHALLENGE
78
TWO PRODUCTS WITH
DIFFERING USAGE
STREET/STYLE SPORT
MUSIC
SYNCHROS
E40BT
SYNCHROS
REFLECT
SOCIAL
PHYSICAL
ON-THE-GO
UNPLUGGED
LIFE
NEED TO ENGAGE WITH USERS AT
THE POINT THAT YOUR PRODUCT IS
MOST COMPELLING

THE OLD FUNNEL NO LONGER APPLIES
79
AWARENESS
T.V., PRINT
CONSIDERATION
ASK A FAMILY MEMBER
PURCHASE
IN-STORE
FAMILIARITY
MAGAZINES, NEWSPAPERS
NEW WORLD

MOBILE NOW WORKS ACROSS THE ENTIRE FUNNEL
80
Purchase
Awareness
Consideration
ADVOCACY
Purchase
Awareness
Consideration
Awareness
Advocacy

(MOBILE APPS + MUSIC + EXPERIENCES) X BEHAVIOR
81

BRINGING THE
PLAN TO LIFE

Source: comScore
DIGITAL PLAN
REACHES
55% OF A18-34
IN THE US WITH A 3X
FREQUENCY

REACHED 35% OF
18-34-YEAR-OLDS
ONLINE, 1.6X
ON AVERAGE
REACHED 16% OF
18-34-YEAR-OLDS
ONLINE, WITH A
FREQUENCY OF 1.6
BEATS & BOSE ONLINE DELIVERY
84
Source: Kantar Media Mix, Nov-Dec 2014, headphones only; Comscore Plan Matrix, November 2014
DURING THE 2014 US HOLIDAY SEASON:

JBL WIRELESS PLAN INCLUDES SCALEABLE
GLOBAL MOBILE PROGRAMS
85
Facebook
Spotify Snapchat
AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
TAPPING INTO GLOBAL SOCIAL APPS & SITES
TO PUSH THE USER TO:
Daily BurnInstagram
Chrome

GLOBAL COVERAGE
86
MOBILE
PARTNER
COVERAGE OF 18-34-YEAR-OLDS
IN GERMANY, FRANCE,
NETHERLANDS AND US
97.00%
52.00%
48%*
44.00%
33.00%
Our partners reach
100% OF THE 99.1MM 18-34-
YEAR-OLDS
across the four markets, with
almost 100% reach across
Facebook alone
71% of 18-29-year-olds in the
US are active Snapchat users
*based on US only audience numbers;. Snapchat global user numbers not available yet
Source: Media partner reported audience numbers

OUR RECOMMENDED PLAN DELIVERS
87
SCALABLE GLOBALLY
CONNECTS WITH
CORE AUDIENCE
POSITIONS JBL AS
MODERN AND RELEVANT

MEDIA’S PRIMARY ROLE IN THE PURCHASE JOURNEY
88
AWARENESS
FAMILIARITY
PURCHASE
CONSIDERATION

SOME LAST REMARKS AND TIPS FOR COMMUNICATIONS PLANNING
91
• EVERY CAMPAIGN WILL BE DIFFERENT BUT THE IMMERSION WILLALWAYS
BE NECESSARY. YOU NEED TO KNOW THE BRAND.
• PLAY NICE WITH AGENCY PARTNERS. A BIG COMMUNICATIONS IDEA CAN’T
WORK ON PAID MEDIAALONE.
• ONE CAMPAIGN CAN’T DO IT ALL. BE CLEAR AND UPFRONT [TO CLIENTS]
ABOUT CAMPAIGN GOALS AND REALISTIC DELIVERIES
• HAVE FUN AT THIS STAGE AND BE CREATIVE

THANK YOU

TMK.edu Communications Planning: June 2015

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TMK.edu Communications Planning: June 2015