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ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK [email protected]

Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK [email protected]

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Page 1: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

�ICSC European Retail Property School

Effective Advertising & Media

Planning

Tony Longstaff

Marketing Analytix [email protected]

Page 2: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

marketing

• Typically at least 50% of what you spend on marketing is wasted

Page 3: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

marketing

• How can you improve this?

Page 4: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

marketing

• Targeting

• Clarity of objectives

• Clear definition of target audience

• Strong proposition

• Strong “call to action”

• Correct choice of media

• Measurement

Page 5: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Objectives

• What are you aiming to achieve?

Page 6: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Objectives

• What are you aiming to achieve?

• Objectives - S.M.A.R.T.– Specific

– Measurable

– Achievable

– Realistic

– Time-limited

• Short vs. Long-term

• Quantitative vs. Qualitative

• Target Customers vs. Stakeholders

• Marketing (e.g. sales) vs. Communications (e.g. awareness)

• Commercial vs. Social / Ethical

Page 7: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Targeting in the

Marketing ‘Process’

• Mission

• Objectives

• Segmentation, Targeting, Positioning

• Marketing Strategy

• The ‘Marketing Mix’

• Marketing Plan & Timetable

• Implementation

• Evaluation

Page 8: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

How Targeted Is Your

Marketing?

• Are you attracting the customers you need?

• How are you determining your marketing mix?

• How are you determining your media choice?

• Have you put your target customer at the centre of

everything you do?

• Have you taken account of the competition?

• Do you know if you are successful?

Page 9: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Segmentation

• Geographic

• Demographic

• Geodemographic

• Psychographic / Lifestyle

• Your own segmentation base? E.g. Time? Mood?

• What research is required?

Page 10: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Research

• ‘Desk’ & ‘Field’

• Good Research + Good Analysis = Good results

• Credible research is believed in - it is not wasted

• Must be used not filed

• Essential throughout campaign

• ‘Balanced Scorecard’ Approach – KPI’s

• Customer / tenant surveys

• Weekly centre footfall data

• Additional “Mystery shopper” surveys

Page 11: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Marketing Strategies & Targeting

Acquisition

• Target new customers

• Pay attention to shifting demographics

Retention

• Target existing customers

• Retain your market position

• Stop encroachment of new competition

Page 12: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

What Communication

Should Achieve

• Raise awareness

• Convey promise

• Introduce offer

• Neutralise / reverse any negativity

• Generate interest

• Create desire to visit

• Drive action – visit / spending etc.

• SMART objectives should be set for these

Page 13: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

The Promotion ‘Mix’

• Advertising

- Press

- Cinema

- Electronic

- TV

- Radio

- Bus

- Outdoor

• Sales Promotions

• Direct Marketing

• Public Relations

Page 14: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Targeting in the Media Jungle

• Target customers’ media habits? RESEARCH

• Media fragmentation? WHAT DO THEY READ

• Competitors’ media presence? WHERE ARE THEY

• Media jargon? ENSURE IT IS UNDERSTOOD

• Planning and buying - In-house vs. agency? – COST

AND TIME ISSUES

Page 15: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Developing the Media Mix -The Media Decision

• Brand building vs. tactical?

• Reach?

• Budget? Relative cost? Cost efficiency?

• Meet marketing communications objectives?

• Creative scope?

• Quality of offer / quality of media?

• Competitors’ use of media?

• Take target audience through a process?

• Lead-times?

• Effective buying levels?

• Research

Page 16: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

PressNewspapers & Magazines (1)

• Circulation?

• Readership? Jicreg

• Audience profile?

• Frequency?

• Paid? Free? – strengths/weaknesses of each?

• Means of distribution?

• Familiar? Trustworthy?

• Generalist vs. Specialist?

• Editorial quality? Slant?

• Advertising cost?

• Do your target audience read and/or buy them?

Page 17: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Press

Newspapers & Magazines (2)

• Variety of opportunities

• Detailed copy

• Brand building & tactical

• Incorporate direct response

• Economic?

• Print quality?

• Black & White / Colour?

• Position?

• Size?

• Frequency discounts? – determine programme

• What ‘stretch’ can be achieved?

Page 18: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Radio (1)

• Listenership?

• Reach?

• Hours?

• Share of listening?

• Programme quality?

• Intrusive?

• Transient?

• National vs. regional vs. local

• RAJAR

• OTH - Opportunities To Hear

Page 19: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Radio (2)

• Frequency / message repetition?

• Ad format / duration?

• Brand building? Tactical?

• Flexible? ‘Doughnut’?

• Direct response - telephone number?

• Voice - male / female? Celebrity?

• Music?

• Flighting?

• Pulsing?

• Continuous?

• Daypart distribution?

Page 20: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Television

• Fragmentation – Terrestrial, cable, satellite

• Regional? National? International? Global?

• Programme quality?

• Timing / Programme?

• Ad quality / Cost?

• Direct response - telephone number / web address

• ‘OTS’ - Opportunities To See

• ‘TVR’ - Television Ratings

• ‘HUT’ - Households Using Television

• ‘PUT’ - Persons Using Television

Page 21: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Cinema

• Locally / regionally targeted?

• Captive audience?

• Entertainment atmosphere?

• Often younger audience?

• Limited audiences?

• Movie shown?

Page 22: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Cinema

• Ad quality / expense?

• Brand building?

• Economic?

• Dramatic?

• Ad length?

• Admission figures and audience composition

Page 23: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Ambient

• Variety of formats

• Intrusive

• Innovative

• Floor decals? Toilets? etc.

• Impactful

• Building Wraps

• Size

Page 24: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Outdoor

• Variety of formats, sizes

• Reach motorists, pedestrians

• Strategic geographic placement

• Packages / individual

• Attention grabbing

• Illuminated?

• Duration?

• Non-intrusive?

• Cost-effective?

• Short, clear message?

Page 25: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Mobile

• Variety of formats - bus, tram, train, underground

• Inside / outside

• Target by route

• Brand building? Tactical?

• Reach passengers and ‘onlookers’

Page 26: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Online / Electronic

• Active / passive?

• Internet / Web-site

• E-mail

• Text

• Apps

Page 27: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Direct Mail

• Doordrop vs Mail - How to Distribute?

• Addressed?

• Solus?

• Junk?

• Importance of database?

• Relationship marketing?

• Cost-effective?

• Content?

• Direct response?

• Selective?

• Measurable?

Page 28: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Direct Mail

Page 29: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Who Can You AffordTo Target?

• How is the budget decided?

• % of service charge?

• Arbitrary?

• Competitors’ spend?

• ‘Task’ basis?

Page 30: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Was The TargetedMessage/Media Effective?

• Not simply measuring media output

• Did the target see / hear it?

• Did the target believe it?

• Did the target remember it?

• Did the target act upon it?

• Quantitative & qualitative research

• Need to measure effect not output

• Questions to answer

– Footfall high; improved expenditure; retailer satisfaction

Page 31: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Summary

• Always promote strength

• Adhere to marketing strategy

• Keep within budgets

• Monitor performance regularly

• Monitor audience reaction

• Change where necessary

• Justify the spend

Page 32: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Summary

Remember….

• Media companies have different objectives to you

• No.1 objective is income

• Most advertising doesn’t work

• Ask whether you need to do it

• Plan it carefully

• Measure it carefully

Page 33: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Page 34: Effective Advertising & Media Planning · ICSC European Retail Property School Effective Advertising & Media Planning Tony Longstaff Marketing Analytix UK tony.longstaff@marketing-analytix.co.uk

Effective Advertising & Media Planning

Tony Longstaff

Marketing Analytix UK

[email protected]