media planning & brand management€¦ · atl vs. btl advertising or atl (above-the-line): •...

Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2019-2020

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 2

Lesson 5.Brand Choreography

Agenda

• Brand Choreography

• Buyer personas• Customer Journey & Touchpoints

• Paid, Owned & Earned Media• Media Planning

• Advertising investments• Media audience segmentation: how to reach our target

Brand Choreography

• It’s a holistic, human-centric approach to integratedmarketing

• All communication efforts must be centered around the customer. That’s why brand choreography is designed to deliver clear, consistent and compelling messages to the right person, in the right place, at the right time.

• Whether traditional, digital or social, all touchpoints are valuable in creating a unified brand message

5-steps of brand choreography

1. Create a winning value proposition (BVP)

2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POE)5. Develop a customer experience management strategy

5-steps brand choreography

2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POEM)5. Develop a customer experience management (CEM)

strategy

We already know how to create a brand value

proposition

Who are these buyer personas?

What is a buyer persona?

• A buyer persona is a “fake” profile that sums up all the characteristics of a specific segment of potential customers

• He or she has a name, an age, a profession, hobbies, and so on…

• Buyer personas are useful because it’s easier to empathize with them, imagine what they think, what they do, what benefits they are looking for, etc.

How to create buyer personas:

1. Gather buyer data (segmentation, social media, etc.)

2. Brainstorming session with the team3. Create a story (the buyer persona is the hero of the

brand story):– What are their names?– Who do they work for? What do they do for fun?

– What are their hopes?

– What do they look like? What are their drivers?

– What are their pain points? (and how can we alleviate them?)

– How can our brand reach them at different buying stage? (Which touchpoints during the customer journey?)

– Who can influence their buying decision?

– …

4. Revisit and revise buyer personas once in a while

E.g. buyer persona profile

Buyer persona template

Buyer personas and customer journey analysis

• After defining our target personas, we need to analyse the customer journey to implement a successful brand experience and communication strategy.

• Customer journey analysis helps a company see its products or services through its customers' eyes. It’s the sum of all experiences customers have while interacting with a company or brand.

• This journey can be mapped and analyzed, providing insights that companies can use to design products and services to better meet customers need, and to communicate more effectively and efficiently with the right message, on the right media, at the right time.

The Customer Journey

The customer journey 3’01’’

Customer Experience: journey Mapping – Jeannie Walters – Lynda.com

The customer journey: we map the perception

The customer journey includes 3 main phases (5 steps), and the goal is to know what’s happening in the customer’s heart and mind.1. Presale

– Awareness (1)

– Consideration (2)

2. Sale– Selection (3)

– Purchase (4)

3. Being a Customer (5)– Satisfaction (meeting the promise and exceed the expectations)

– Loyalty

– Advocacy

For a successful customer journey map

we need to identify what people are thinking, feeling and doing.The more the feeling, the more

the risk for the relationship.

Customer experience is the sum of all these

interactions

Touchpoints mapping

• Touchpoint is any point of interaction between a brand a a customer

• With each phase of the journey, our customer interacts with our brand many different ways, so it is better to map the journey at the touchpoint level, not just the channel.

• And ask customer how do they feel at each points in the journey.

• Neutrality is not good: it’s an opportunity to create a moment of positive emotion for our customer. Neutral emotions don’t mean satisfied enough to stay a customer, not positive enough to care.

For every touchpoint we need to ask with curiosity and empathy

• Would this meet expectations?

• Would this cause pain?• What is the customer feeling?

• What if this issue happens again?

Best ways to use our customer journey map

• What can we do today for improve?

• Seek out opportunity to improve the customer experience (surprise and delight)

• Mapping is also useful for innovation and overall improvement

Moments of truth 2’32’’

Validation with customers

• We ask about their experience• We don’t need to review all the journey, only the spot we

know that are important for them, especially for the complainers.

• We could show the map and ask customer to add comments

Customer Journey& Touchpoints

examples

5-steps brand choreography

2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POEM)5. Develop a customer experience management (CEM)

strategy

4. Manage paid, owned and earned media

Which are the «owned media»?

Owned Media

• Brand

• Packaging• Points of Purchase, retail stores

• Uniforms, • Company buildings, assets

• Website, blogs• App, web app

• Social Accounts (Facebook, Twitter, Linkedin, Instagram, ecc.)

• Newsletters, Direct Emails

• Invoices

Which are the «earned media»?

Earned Media

• Word-of-mouth

• Articles on Media (newspapers, TV or radio programs)• Social posts: Facebook, Twitter, Instagram, etc.

• Blog and Forum reviews• Wikipedia

Which are the «paid media»?

Paid Media

• Advertising ATL (Above-the-line)– TV– Print– Radio– OOH (Out Of Home)– Cinema– Internet (display e native: social e search)

• BTL (Below-the-line)– Merchandising – Events– Sponsorships/Product Placement/Branded content– Unconventional (Ambient, Guerriglia MK, etc.)

In this course we’ll focus on Paid Media Planning

To be specific:Advertising

media planning

Advertising examples?

Advertising examples

• TV commercials

• Internet banners• Sponsorized posts on Social Networks

• Radio commercials• Billboards

• Googe Search

Advertising is a marketing tactic involving paying for space to

promote a product, service, or cause.

From https://www.shopify.com/encyclopedia/advertising

Space on what?

Space on media

Media are the messangers.They deliver creative messages

to target audiences

Advertisingcould be defined as

that complex of paid communication, carried out by one or more well-identified promoters,

through mass media,and addressed to a public targetin order to stimulate a response

1Elisabetta Corvi, La Comunicazione Aziendale, Egea 2007Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 46

ATL Vs. BTL

Advertising or ATL (above-the-line):

• Paid communication on mass media

BTL (below-the-line) we mean all the other paid forms of communication:

• PR• Events• Sponsorships• Product placement/branded content• Direct Communication (email, telemarketing, etc.)

• Unconventional communication (ambient, guerriglia,…)

Advertising & Mass Media

Advertising is what we find on:

• Web– Search engines (es. Google)

– video/banners/pop ups… on websites– Social networks

• Television• Print (newspaper and magazines)

• Billboards, out-of home• Radio• Cinema

Advertising represents the main communication budget cost

Advertising budget and media costs

• When we talk about advertising budget, we mean mostlymedia investments, because most of the expenditures depends on media buying

MEDIA BUYING COSTS = 85%

ADVERTISING AGENCY FEE + PRODUCTION COSTS = 15%

ADVERTISING BUDGET = 100%

planning media means managing the

advertising budget

Media investments in Italy

Media Investments in Italy: 8 billion euro

5,2%8,1%

4,2% 2,3%4,7%

-11,4%

-11,0%-11,8%

-1,0%1,5% 2,8% 0,9% 1,7%1,6%

-50,0%

-40,0%

-30,0%

-20,0%

-10,0%

10.000

12.000

14.000

16.000

18.000

20.000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

mln Euro var

Adv market 2019 forecast

Tv Sos is confirmed around 50% of the total market even with a small contraction in 2019.

Web reach 29% of share in 2018 and will gain more than one percentage point in 2019.

Newspapers are around the 6% of the total market (decreasing).

Other media (Magazines, Radio and OOH) represent the 15%, almost 5% each.

Cinema is a very small part of the total (0,3%).

48,7%29,2%

4,4%5,1%5,5%

Source: OMG elaboration

48%30,8%

4,1%5,1%5,6%

Forecast of the ADV market in the World

In Europe, advertising spending decrease in 2019.

1,33,9

5,93,5

2,1 2,4

1,60,5

3,65,5

Austra

liaBraz

German

yIndia Ita

Russia

Spain UK US

2018 2019

Source: OMG elaboration on Warc data

Media Mix (investments) Vs. other Countries

51% 48%

25% 23% 29%21%

31% 27%34% 29%

42% 40%

2% 6% 5% 6% 7% 6% 11% 9%4% 3%

15% 13%

Italy* Germany UnitedKingdom

France United States Japan

Television Internet Radio Newspapers Magazines Outdoor Cinema

Source: OMG elaboration on Warc data-OMG forecast

How do you explain thismedia investments mix?

The more audience…The more money

Italians’ media diet

Media Planning & Brand Management - LUMSA 2019/20 60

84% 12% 29% 26%50%

73% 59% 25% 16%22%

Average day One or more times for day

Average day

7 daysAverage day

Source: OMG elaboration on Eurisko Sinottica 2018/C

TV Vs. internet daily penetration% (reach%)

% PEN. DAILY 18-24 25-34 35-44 45-54 55-64 65-74

TV FREE 51,3% 57,7% 67,8% 76,4% 85,2% 89,9%

TV PAY 13,0% 14,4% 18,8% 18,9% 16,9% 13,5%

INTERNETby PC 25,4% 30,4% 33,8% 32,0% 22,1% 12,0%

INTERNETby MOBILE 62,3% 59,0% 54,4% 42,8% 23,6% 8,7%

SOURCE: GroupM elaborations Audiweb and Auditel data (October 2015)

Media investments per Industry

100.000

200.000

300.000

400.000

500.000

600.000

700.000

800.000

900.000

ALIMENTA

AUTOMOBILI

FARMACEUTICI/S

ANITARI

DISTRIBUZIONE

TELECOMUNICAZIO

CURA PERSONA

BEVANDE/ALCOOLICI

ABBIGLIAMENTO

TOILETRIES

MEDIA/EDITORIA

ABITAZIO

FINANZA/ASSICURAZIONI

GESTIONE CASA

TEMPO LIBERO

TURISMO/VIAGGI…

INDUSTRIA/EDILIZIA

/ATTIVITA'

OGGETTI PERSONALI

SERVIZI PROFESSIONALI

GIOCHI/A

RTICOLI S

COLASTICI

ENTI/ISTIT

UZIONI

ELETTRODOMESTICI

MOTO/VEICOLI

INFORMATICA/FOTO

GRAFIA

Advertising Investments (K€) per industry 2017 (Nielsen)

Advertising investments’ ranking per Company (Nielsen data)

100000

120000

VOLKSW

AGEN GROUP IT

.SPA VERONA

FERRERO P & C

SPA ALB

A CUNEO

BARILLA G

INTERMEDIA

RI (@)

FIAT GRUPPO

VODAFONE G

WIND TRE SPA TR

EZZANO S

POLTRONESOFA

'PARMA

TELECOM G

BMW GRUPPO

FORD GRUPPO

PROCTER & G

AMBLE G

L'OREAL G

RENAULT IT

ALIA S

PA ROMA

SANOFI AVENTIS

SPA MILA

CONAD CONS.N

AZ.DETT

.BOLOGNA

SKY ITALIA

TOYOTA IT

ALIANA SPA R

MENARINI F

IRENZE

LIDL I

TALIA A

RCOLE VR

MONDELEZ I

TALIA S

RL MILA

PROCTER & G

AMBLE G

CONS.MCCOOP IT

ALIA 96

COGEDI INTERNATIO

NAL SPA R

CALZEDONIA

SPA VALL

ESE VR

Total Year 2018 - net value

We saw how muchIt’s spent on media

And now we need to understand the logic

behind it.

Media planning

• If we want an effective advertising campaign, not only we need to create a relevant and impactful advertising message, but we have to reach our target audience and deliever the message in such a way that it is noticed and remembered

• This means:– Select the right media– Define how much space and time is needed to have our

target audience understand the message (30” TV commercial or 15”? One page on newspaper or a banner?)

– Define how many times we need to repeat the message so that is is remembered (3 times? 10 times?)

We need to know the media and how to plan

Knowing each media

To effectively planning media we have to know:

1. Potential reach of (and frequency on) our target audience

2. How audence is measured, and if these surveys are reliable

3. Expressive capability and role in the customer Journey

4. Technical Constrains5. Cost (and who sell the media vehicles - dealers)

1. Potential reach

First we need to defineour target audience

• The communication target is NOT the same as the marketing target

• We don't necessarily need to know which products people need, but HOW TO REACH THEM with media

we will have to use variables that are compatible with those used to measure the

audience of the media

Knowing the communication target

There’s a difference between offine and online media

OFFLINE ONLINE

Media audience segmentation

• Segmentation means dividing the market of potential customers into similar groupings:

– Demographic Segmentation (gender, age, and other physical characteristics)

– Geographic Segmentation– Behavioral Segmentation (purchase behavior and

lifestyle)

– Attitudinal Segmentation (what customers think, needs or benefits they are looking for)

Media audience segmentation

• The main media audience surveys (TV viewers, press readers, radio listeners) classify the public with socio-demographic and geographical variables

– Demographic Segmentation (gender, age, and other physical characteristics)

– Geographic Segmentation– Behavioral Segmentation (purchase behavior and

lifestyle)– Attitudinal Segmentation (what customers think,

needs or benefits they are looking for)

Auditel & TV audience

Audipress and print media

Un esempio

Radio TER 2018

Media planning software contains al these data, so that is

is possible to select the media vehiclesfor a specific target group

TV audience ranking

Online media

The development of the web (with the creation of databases that collect all our online behaviors) and above all of social networks has given us the opportunity to know the population via:

– Behaviours– Interests

– Relationships

– Etc.

Facebook adv targeting 3’22’’

Geographic segmentation

Age segmentation

NOT the entire population

(only those with FB accounts)

34 million people in Italy

We can segment per brand

Nutella lovers

We can segment per interests

People interested in Volunteering and Arbnb

Segmentation per device

Samsung smartphone or another brand

But this is nothing…

Internet, big data and artificial intellingence are

changing everything

Chris Tung, Chief Marketing Officier Alibaba Group 3’05’’

IAA World Congress – Kochi 21 febbraio 2019

Amazon, Google e Facebook messi insieme

Altro che Cambridge Analytica…

Data Management Platform

We’ll talk about that later on

The next lesson is dedicated to

Key media metrics

ThanksSources:

Integrated Marketing Strategy – Mark Burgess – Lynda.com

Media Planning & Buying in the 21st century – Ronald Geskey - 2017

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