Marketing and Media ManagementConsultancy

Improving media Efficiency

Building Expertise and Education

Improving Marketing Effectiveness

Author: Robert Johnson rj@mmcglobal.dk Mob. +45 20 16 60 40

Procurement

Media AgencyCommunicationPartners

Marketing andMedia Management Consultancy

What this presentation is about

The following slides are an excerpt from best practice seminar presenations

The content suggests elements that should be a part of yearly media briefs and yearly media strategies

If you like what you see, please let me know If I can help you on a related subject, please drop me a line

18.04.23 2

Media Management Programs

Campaign Performance• Cost,• Quality• Control• Performance vs. Strategy• Value of Savings or Premium

Agency Performance• Process assessment• Team performance rvw.• Remuneration• Incentive programs Media Contract Review•Agency Pitch Management

Establish guidelines• Best brief formats• Strategy checklist• Forming Benchmarks• Establishing Media KPI’s

Yearly Media Process• Define who delivers what and when

Coaching• How to best challenge

Media KPI development• Defining metrics that influence highest ROI

Communication goals• Concrete rational forbudget setting

Media Mix Optimization• The right way to optimise channel mix

Negotiation Strategy• Define path to improvement

Media Strategy and Execution Post Analysis & Evaluation

Media Competency

Media Planning and Implementation Process

Elements of a good media process

An agreed calendar showing timing of key events Description of Who should do What and When Agreed Communication tools, layout and content

Marketing Strategy, Briefs, Strategies, Plans, Organograms, Phone lists, Meeting minutes

Agreed agenda to follow for regular status meetings Transparent, agreed KPI’s (Key Performance Indicators) that

measure Cost, Buying Control and Quality Review of KPI’s with conclusions and improvement

recommendations

18.04.23 5

Media Brief Guidelines

Summarise barriers to Top 4 Marketing focus areas (below some examples) Communication Barriers

Clutter in category, especially on TV

Brand Barriers: Image and Positioning misunderstood, lack of differentiation

Consumer Barriers: Loyalty dropping

Marketplace/Distribution Barriers: Sales in Oslo lower then category average

18.04.23 6

Media Brief Guidelines

Marketing mix considerations Marketing strategy and tools to achieve goals

Media considerations, Events, promotions, sampling, etc. Describe and provide projected dates in the form of a timeline overview

of activities

Seasonal/Timing considerations Mandates: Start of advertising, events, etc. Leverage traditional sales peaks? Develop periods of potential growth? Overall Key timings (list key months to prioritize)

Creative considerations Formats currently available Formats being developed and timing of availability

18.04.23 7

Media Brief Guidelines

Advertising objectives In line with creative/project brief How will the advertising contribute to achieving the brands

marketing goals? What is Advertising expected to accomplish?

Ex. We want to continue the leadership level in media advertising and improve our differentiated media mix. Further we want to get closer to the consumers via near shop media solutions and partnerships, to balance the full year program.

18.04.23 8

Media Budget Briefing

Tips for success Create a reserve budget, inform the agency but do not negotiate

All media enjoy extra money in Q4 and will fight hard to get it! Always great to lower your baseline spend and keep prices stable or

down

Plan and Mark reserve flights on media plans If money is not planned it often disappears

Avoid surprises to media agency if at all possible If you know money is risky and will be cut, say it upfront

→ Expect the agency to return with a strategy on how to handle

18.04.23 9

Geographic segmentation

• Important to identify the geographic areas of highest potential• Media Agencies can select media that have regional advantages and cost

efficiencies• Critical for detailed media selection

Region % ofpop.

% ofCategory

sales

% ofBrandsales

CDI BDI Comment

Oslo 11,3 10,3 10,5 91 93

East 24,2 25,8 25,5 107 105

West 19,5 19,7 19,0 101 97

Western Part

20,4 18,2 18,0 89 88

Mid 14,2 16,0 15,8 113 111

North 10,4 10,0 11,2 96 108

Target Group Segmentation

• Important to describe the Target Consumer and supporting attributes

• Critical for detailed media selection

• What should be our target levels for brand awareness, preference, purchase intent etc.?

• What levels have our competitors achieved?

21

33

37

45

46

52

64

65

74

74

86

20

29

30

40

38

46

56

60

69

57

78

0 20 40 60 80 100

Best knowledge of dark bread

Joyful

Important to me

Promotes wellbeing

Forerunner

Always fresh in store

Trustworthy

Good assortment

Delicious

Popular brand

High quality

%

40-59 years, N=45415-39 years, N=458

Purchase Frequency

0 % 20 % 40 % 60 % 80 % 100 %

P1 N=618

Female P2 N=472

P1 N=569

Male P2 N=451

P1 N=1187

Total P2 N=923 Daily or almostdaliy

Several times aweek

About once a week

1-3 times a month

More seldom

Never

Sales cycle and seasonal insights

Media Strategy – How Much Communication is needed?

Statements of communication priority Reach or Frequency for different situations or purposes Provide the reasons why

Specify your effective reach/frequency goals within each strategic brand stage and identify the number of weeks this is to be achieved

Brands PhaseTarget Group

Campaign length

Optimal weeks on air

Frequency Tgt

Optimal Reach

TRP Weekly TRP Flight

July/Aug TRP Flight Comments 1+ Rch 2+ Rch 3+ Rch

Brand 1 Launch A25-44 3 3+ 40% 100 300 345 80% 55% 40%Brand 1 Maintenance A25-44 2 2+ 40% 85 170 196 75% 40% 30%Brand 2 Burst M25-44 3 3+ 40% 90 270 311 75% 60% 40%Brand 2 Maintenance M25-44 2 2+ 40% 75 150 173 75% 40% 30%Brand 3 Launch A20-50 4 3+ 45% 85 340 391 85% 60% 45%Brand 3 Maintenance A20-50 4 2+ 50% 70 280 322 80% 50% 35%

All Communication targets to be Optimized according to Cost efficiency.Exploration of Channel combinations as well as Daypart mix will lead to improved campaign efficiency.

Media Strategy – What Media is relevant?weight

Primary vehicle attributes 2 TVNewspa

per Mags Outdoor Radio Cinema Internet EventsSponsor

ship DM PR

In-Store/P

OS Video Postcards

Creating Awareness 5 3 4 3Credibility 5 4Effective Frequency 4 2Exposure situation 3 5Editorial match 3 5Technical information/Price 4 5Stimulates calls 4 5Stimulates short term bookings 4 5Changes attitudes 5 1

Sub Total 74 6 8 0 0 0 70 0 0 0 0 0 0 0

Secondary vehicle attributes 0.75

Target Strength 1 4Cost Efficiency 3 5React to Competitive Activity 4 4Call center effect 2 3

Sub Total 0 0 0 7.5 12 0 0 0 0 0 0 0 0 0

Total Score 74 6 8 7.5 12 0 70 0 0 0 0 0 0 0

Traditional Mass Media Other Communication forms

Media Strategy - Who is the target?

Core strategic audience Expressed in terms of demographic/lifestyle criteria Key supporting data included Agency to use tools and insights

Media reporting target group If significantly different from core strategic audience, reasons must be provided why

Media Strategy – When should Media be used?

Description of scheduling strategy

Statement of planned periods of activity

Annual sales

Gro

wth

tar

get

Low High

High

•Limited ATL (if any)•Selected high-affinity magazines (continuous)

• Launches•Magazines •Close to POS outdoor

•PR

•Launch support•TV•Magazines

•Maintenance media strategy• Magazines •Online

•PR

•Aggressive media strategy – strong launch support, continuous ATL

•TV for launch and continuity•Outdoor for launch•Magazines (continuous)•Online (continuous)

•PR

•ATL with launches •TV•Outdoor

•Continuity through ATL/BTL •Magazines (continuous)•Online (continuous) •Close to POS* outdoor

•PR

■ Highlight important strategic times of day, week, month, or year, if relevant■ Explain the phasing of different media types and how they are meant to work together

Media Strategy Checklist1. What is the role of each media that was chosen?

2. Is it clear how the media chosen relates to other marketing activities?

3. To what extent was the creative agency involved in the media strategy development?

4. On what basis did you select the weight of advertising?

5. On what basis did you select the target audience?

6. What are the factors that led to campaign timing?

7. What was the rational for geographic allocation of investments?

8. How were the media priorities set and what compromises were made?

9. What learning has been applied from previous campaign reviews?

10.Are the KPI’s clearly identified and comparative benchmarks in place?

About the AuthorRobert Johnson

As of March 09, I am offering freelance media and marketing consultancy. I am looking for full time employement by a leading full service digital agency or media agency.

All tips and inquiries welcome

Overview of past employment: Creuna - online marketing consultant Saxo Bank - global marketing intelligence manager MMC/Marketing Clinic – founder and senior consultant Mediaedge:cia Nordic - client service director SBS Broadcasting - research and sales manager Katz media corporation New York - TV research manager

18

Working experience:

Online Marketing Specialist – Creuna – Nov.08 – Mar. 09

Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed)

Developed successful customer strategies online for building loyalty programs, awareness, increasing sales

Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives

Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment

A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank

Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08

Project owner of Omniture online business management system implementation

Integrated Email, Newsletter, PPC, Banner tracking into single measurement system

Demonstrated online and offline channel contribution to return on marketing investment

Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07

Developed media management consultancy service offer to improve media ROI

Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors

A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla

Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05

Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision,

Chief consultant on all key corporate accounts

A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak

Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95

Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Education 1985-1989

 Honors “Cume Laude” graduate from New York State University at Brockport,  Bachelor of Science, focus in Broadcasting, Communications and Marketing

2001 Management Training at London Business School of Management, global Media Lions program – 5 days

Recent Workshops delivered/participated 2009

Speaker for FDIH Search Marketing Seminar in Copenhagen Expert Online Marketing commentator on News program DR2 feature report

2008 Facilitated Microsoft workshop for senior management to improve understanding of online marketing Omniture web analytics summit Copenhagen Omniture Site catalyst training

2007 Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process

2006 Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers

2005 Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect”

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Marketing value assesmentE-commerce flowTraffic flowPath to purchaseSales performanceMarketing performanceMedia performance Campaign performanceKPI evaluation

Search engine marketing SEMSearch engine optimization SEODisplay advertisingBanner productionTracking set-upDigital workshopsSponsorshipsDashboards

KPI matrixBalance scorecardDashboardsReport formatsBriefsMedia plansMarketing plansStrategic planningTactical planningMarketing mixMedia mixSite strategyCampaign strategyChannel strategy

Brand studiesConsumer studiesCompetitive Sales modelingValue assessmentE-commerce flowChannel analysisMarketing contributionMedia contributionOnline tracking

Research Development ImplementEvaluate/

Recommend

Types of services performed