Optimising Marketing Budgets using Multiple Media Channels

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Optimising Marketing

Budgets using Multiple

Media ChannelsJean-Luc Ambrosi

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Words of wisdom

"You can create a business, choose a name, but unless

people know about it you're not going to sell any

products”

Richard Branson, founder of the Virgin Group

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Context

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Multi media channel strategy is about integration

• The effective use of multi media channels starts with integration where all

channels reinforce each other.

• But it is easier said than done…Marketers believe that:

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Perception by marketers of multi channel marketing is positive and ‘aspirational’

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Research is consistent

“This study mirrors what’s happening in Australia today. Customers now use a

whole range of different communication channels and expect continually improved

standards of customer service from their providers. These providers need to

speak with a consistent and unified voice which is proving a real challenge”

Chris Lowther, General Manager of Customer Analytics and Interaction at Pitney

Bowes Software

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Investors’ media consumption’s has a long tail

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Approach

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Optimisation process

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Strategy

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Targeting / Segmenting

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Media/Channel planning

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Creative & Messaging

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Strategy development

Defining clear objectives

• Overall objective – what are you trying to do?

• Quantifiable and/or qualitative targets

– Acquisition, retention, participation, up-sell, cross-sell, branding…

• Budget available, ROI imperatives (core metrics)

• What does success look like?

Strategic versus tactical considerations

• Overall or brand message vs. tactical message, how do they fit?

– Is you brand message integrated

– Are your product messages integrated

• Think beyond campaigns

Does your right leg run faster than your left leg?

• How will the sum of channels be measured?

• Assessing the value of each channel

Lack of clarity or thorough consideration of objective is a core risk

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Targeting / Segmenting

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It’s all about targeting…

Defining the target audience

• Attributes and characteristics: Who are they?

• Where are they in the lifecycle: Prospects, clients, repeat clients, defectors

• Attitudes, needs and wants: Attitude towards the category, the brand the product. Level of engagement. What are they looking for?

• Behaviours: What attracts them, what do they respond to and not to? What are their defined patterns?

• Targeting: where do you find them

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Defining, defining, defining…

“The mediums of communication that will communicate your brand value proposition have to be

based on your potential customers and your customers’ segments. What this means is that

different segments can be more reactive to certain mediums. In most cases their habits of

media consumption will vary. Therefore a thorough understanding of your target market is

critical for media selection.” - Branding to differ

Consumers react to different variables:

• Rational variables: Pricing, special offers, change in product features, use of marketing

• Emotional variables: aspirational, value reinforcement etc

• Mediums or communication mechanisms.

The more defined the greater the ability to answer:

• How will they react to specific offers, via which channels of communication? Which form of

communication and creative execution in the short term will they respond to?

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When data is scarce there’s always love…

• The more you know them, the more you understand them, cater for their

needs and their specific behaviours, the more chance you have to build

a lasting relationship…

• Where do they hang out, what do they like, how do they respond to

you…

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Media/Channel planning

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Medium selection

No panacea to media planning. A number of key considerations require

attention:

• Media consumption:

– How are my segments gathering information within and outside the category my brand is involved with?

• Media availability:

– What are the mediums available to reach my segments?

• Contact cost:

– What are the most cost effective channels to reach my segments?

• Required frequency:

– How many times do I need to communicate to drive action?

• Suitability:

– What mediums are better suited to carry my message?

• Integration:

– What is the optimal cross medium approach?

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The same rule apply to multi or single channel strategy: Reach & Frequency

Frequency

Sales

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Reach of your target audience not the whole market

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7 $200.00

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5 $120.00

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3 $90.00

2 $20.00

1 $10.00 $25.00

10% 20% 30% 40% 50% 60% 70% 80%

Frequency

Reach %

Cost

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Media & Channels communication planning

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EmailsPodcastsWebinars

EventsContent

WebsitesMicrosites

NewslettersTweets

TelephonyClient Services

Sales TeamsPoint of Sale

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EventsContent

WebsitesMicrosites

NewslettersTweets

TelephonyClient Services

Sales TeamsPoint of Sale

TVOnlineMobilePrintDisplaysRadioEvent/ConferenceBlogsCollateralTweetsMedia ReleasesArticlesListsSyndication

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EventsContent

WebsitesMicrosites

NewslettersTweets

Telephony

Client ServicesSales TeamsPoint of Sale

TVOnlineMobilePrintDisplaysRadioEvent/ConferenceBlogsCollateral

TweetsMedia ReleasesArticlesListsSyndication


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The two dimensions of planning

Vertical progression

• Defining the role of each medium

• How do the mediums work in conjunction vs. each one separately?

• Building reinforcement of messages, concordance, repetition

• Different mediums resonate with different audiences

• Customization to audience

• How do this message work with other brand / product/ promotional messages within the organisation?

Horizontal progression

• Message progression

• Evolving the message/story evolve over time

• Defining the full customer experience

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Vertical reinforcement of messages

Above the line – high level message, set the scene, create noise, call to action

Social – is about noise, expansion, endorsement, feedback

Public Relations – endorsement

Online increasing reach & frequency, drive to website, call to action

Website – reinforcement, activation

Direct – More intimate communication, one to one, direct response, call to action

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Horizontal integration of messages

• Each story has a progression

• The entire customer experience requires attention

• Each step must be congruent with the previous and the next as well as will the

overall organisational message

Reach

IntegrationFrequency

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Creative & Messaging

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Resonate with your audience

Message & creative Planning

• One core message, different conversations

• But is consistent overall

• AND consistent with brand message and visual identity

• Each channel message reinforces the other

• Different channels provide different longevity

• Think short term, think long term

Adaptation to audience

• Multi channel provides ability to customise to segments

• Message & creative can be adapted to each channel = further customisation as channels impact segments differently

• Increased cut through

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Communication strategy

The strategic approach to communication encompasses 5 key elements:

Continuity

Relevance Clarity BelievabilityDifferentiation

Archetypal Brand Foundation © Jean-Luc Ambrosi 2011

1 2 3 4

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Case Study

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‘Costs matter’: Campaign progression

Message

-Effective today

Activity

-Newsletter

- Webinar

-eDM

-Media release

-Advertising

- Print

-Online\

Message

-Announcement

Activity

-eDM

–Media release

Advertising

- Print

- Online

Message

-Cost matters messages

Activity

-Direct mail

Advertising

-Online

Message

-Costs matters

Activity

-Direct Mail

-Dedicated microsite

-Supporting video

-Collateral for advisers and adviser clients

Advertising

- Print

-Online

Direct MarketingAnnouncement

Emaukl

Effective date Conversion

week 1 week 3 week 5 week 8

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‘Costs matter’: Campaign progression

Message

-Effective today

Activity

Newsletter

Webinar (

-Media release

-Advertising

- Print

Online\

Message

Announcement

Activity

eDM

Media release

Advertising

- Print

- Online

Message

-Cost matters messages

Activity

Direct mail

Advertising

Online

Message

-Costs matters

Activity

Direct Mail

-Dedicated microsite

-Supporting video

-Collateral for advisers and adviser clients

Advertising

- Print

Online

Direct MarketingAnnouncement

Emaukl

Effective date Conversion

week 1 week 3 week 5 week 8

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Costs matter campaign

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If nothing else…

“It will work. I am a marketing genius”

Paris Hilton

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Questions?

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Thank you

Documents

Optimising Marketing Budgets using Multiple Media Channels