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�ICSC European Retail Property School
Effective Advertising & Media
Planning
Tony Longstaff
Marketing Analytix [email protected]
marketing
• Typically at least 50% of what you spend on marketing is wasted
marketing
• How can you improve this?
marketing
• Targeting
• Clarity of objectives
• Clear definition of target audience
• Strong proposition
• Strong “call to action”
• Correct choice of media
• Measurement
Objectives
• What are you aiming to achieve?
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
Targeting in the
Marketing ‘Process’
• Mission
• Objectives
• Segmentation, Targeting, Positioning
• Marketing Strategy
• The ‘Marketing Mix’
• Marketing Plan & Timetable
• Implementation
• Evaluation
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?
Segmentation
• Geographic
• Demographic
• Geodemographic
• Psychographic / Lifestyle
• Your own segmentation base? E.g. Time? Mood?
• What research is required?
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
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
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
The Promotion ‘Mix’
• Advertising
- Press
- Cinema
- Electronic
- TV
- Radio
- Bus
- Outdoor
• Sales Promotions
• Direct Marketing
• Public Relations
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
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
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?
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?
Radio (1)
• Listenership?
• Reach?
• Hours?
• Share of listening?
• Programme quality?
• Intrusive?
• Transient?
• National vs. regional vs. local
• RAJAR
• OTH - Opportunities To Hear
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?
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
Cinema
• Locally / regionally targeted?
• Captive audience?
• Entertainment atmosphere?
• Often younger audience?
• Limited audiences?
• Movie shown?
Cinema
• Ad quality / expense?
• Brand building?
• Economic?
• Dramatic?
• Ad length?
• Admission figures and audience composition
Ambient
• Variety of formats
• Intrusive
• Innovative
• Floor decals? Toilets? etc.
• Impactful
• Building Wraps
• Size
Outdoor
• Variety of formats, sizes
• Reach motorists, pedestrians
• Strategic geographic placement
• Packages / individual
• Attention grabbing
• Illuminated?
• Duration?
• Non-intrusive?
• Cost-effective?
• Short, clear message?
Mobile
• Variety of formats - bus, tram, train, underground
• Inside / outside
• Target by route
• Brand building? Tactical?
• Reach passengers and ‘onlookers’
Online / Electronic
• Active / passive?
• Internet / Web-site
• Text
• Apps
Direct Mail
• Doordrop vs Mail - How to Distribute?
• Addressed?
• Solus?
• Junk?
• Importance of database?
• Relationship marketing?
• Cost-effective?
• Content?
• Direct response?
• Selective?
• Measurable?
Direct Mail
Who Can You AffordTo Target?
• How is the budget decided?
• % of service charge?
• Arbitrary?
• Competitors’ spend?
• ‘Task’ basis?
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
Summary
• Always promote strength
• Adhere to marketing strategy
• Keep within budgets
• Monitor performance regularly
• Monitor audience reaction
• Change where necessary
• Justify the spend
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
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