media for the rest of us

Media for the rest of us

How to navigate today’s media environment successfully whether you are a small business or a

giant company

11/15/10 1 Marcelo Salup - [email protected], [email protected], 305-215-7229

Not going to go into...

• Media fragmentation• Nielsen’s 3-screen research• The demise of television, print, out of home, radio, FSI’s• The atomization of media• Fragmentation of the consumer• And all that jazz

They are all real. We need to get over them.

11/15/10 2Marcelo Salup - [email protected], [email protected], 305-215-7229

I would also like to avoid talking about this media, that media or the other one...

I would also like to avoid talking about this media, that media or the other one...


Advertising is only about modifying

Behavior Choice Opinion


MEDIA DOESN’T DO THATBad News


Media DeliversMedia Delivers11/15/10 7Marcelo Salup - [email protected], [email protected], 305-215-7229

one11/15/10 8Marcelo Salup - [email protected], [email protected], 305-215-7229

one decision


Eye opener #1All messages are individual

All media is local

All media exists in the same plane

All media goes into the same place


Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals


Millward Brown’s BrandDynamics(c) Pyramid

Brand Loyalty: The Link Between Attitude & Behavior

How Brands Grow

When Ads Work

Recency Theory

Eye openers #2


Understanding, Measuring, and Using Brand EquityNigel Hollis, Andy Farr and Paul DysonNov/Dec 1996

For the average 7% of consumers who are “bonded” with a brand, that brand represents 38% of its purchasing

But for the average 76% of consumers who are merely “aware”, that brand represents 13% of purchasing ocassions

Awareness is not enough... what you need is consumers bonding with your brand


Brand Loyalty: The Link between Attitude and BehaviorJoel Rubinson and Allan L. BaldingerJournal of Advertising Research, Nov/Dec 1996

Only about 12% of a brand’s consumers can be considered loyal (purchase the brand a second time over 50% of the time).

The average brand will lose 50% of its loyal consumers in a year.


Why Brands GrowAllan L. Baldinger, IPSOS-NPD Edward Blair, University of Houston Raj Echambadi, University of Central FloridaJournal of Advertising Research, Jan/Feb 2002

Reach wins Loyalty is a far secondPenetration has an 83% correlation with share growth; loyalty only 59%


When Ads WorkJohn Phillip Jones, 1995

For most products, a single impression is enough to cause a sale. A second impression may not be cost efficient.


One exposure is far more cost-effective in influencing brand purchase.

Recency Theory


The most effective media plan is boring:

High reach Continuous Low Frequency

Simple...

The most effective media plan is boring:

High reach Continuous Low Frequency

Simple...

But not simplistic

Eye opener #3


5% 10% 15% 25% 45%

Every media delivers a disproportionate amount of weight to its heaviest viewers


So... pouring more So... pouring more money into a money into a single medium is single medium is inefficientinefficient

So... pouring more So... pouring more money into a money into a single medium is single medium is inefficientinefficient


And just as ineffective11/15/10 21Marcelo Salup - [email protected], [email protected], 305-215-7229

Audiences were never monolithicand are even less so today


so...11/15/10 23Marcelo Salup - [email protected], [email protected], 305-215-7229

Can it move the needle?

Can it move the needle?

Do you reach enough people to make an impact in your sales?


How far up the inverted pyramid do you need to be?

Big Sales - High ReachBig Sales - High Reach

Small Sales – Low Reach


How do I know how much reach?

11/15/10 Marcelo Salup - [email protected], [email protected], 305-215-7229 26

I need to sell 100,000,000 of these

That makes it roughly 2,000,000 per week

I am 70% of the market 70% of purchasing decisions

Each tube = 1 purchasing decision

Need to reach 2.8 million people who will purchase toothpaste every week 70% = 2,000,000

If there are 20,000,000 potential buyers and about ¼ of them will be in the market on a weekly basis, I need to reach 56% of them every week; 56% x 5,000,000 = 2,800,000

Does my Message...Does my

Message...Fit the MediaFit the Media

In a recent test we conducted, contextual and behavioral advertising in the web outdelivered regular advertising 3:1


Tailoring Messagingand media


High Involvement

Low Involvement

Rational Emotional

The FCB Grid

High chance of a financial mistake if the wrong decision is made. Decisions tend to be objective.

High chance of a financial mistake if the wrong decision is made. Decision tends to be subjective.

Low chance of a financial mistake if the wrong decision is made. Decisions tend to be objective.

Low chance of a financial mistake if the wrong decision is made. Decision tends to be subjective.


High Involvement

Low Involvement

Rational Emotional

The FCB Grid

Life’s Big Decisions(e.g., life insurance)

Life’s Big Pleasures(e.g., a vacation)

Life’s small needs(e.g., toothpaste)

Life’s small pleasures(e.g., a soft drink)


High Involvement

Low Involvement

Rational Emotional

The FCB Grid

Media should be able to convey information (to ease decision, drive to action...) and have some

sort of response device

Media should be able to convey information (to ease decision, drive to action...) and have some

sort of response device

Media only needs to convey key points and perhaps a reason why

Media only needs to convey key points and perhaps a reason why


Social / Personal Previous use Friend’s recs Opinion leaders Expert recs Sampling

Social / Personal Previous use Friend’s recs Opinion leaders Expert recs Sampling

Obviously commercial messagesObviously commercial messages Mass media (TV, Radio, Web, Mobile...)Mass media (TV, Radio, Web, Mobile...) AdvertorialsAdvertorials Long form commercialsLong form commercials Direct-response media (newsletters, FSIDirect-response media (newsletters, FSI’’s...)s...)

Obviously commercial messagesObviously commercial messages Mass media (TV, Radio, Web, Mobile...)Mass media (TV, Radio, Web, Mobile...) AdvertorialsAdvertorials Long form commercialsLong form commercials Direct-response media (newsletters, FSIDirect-response media (newsletters, FSI’’s...)s...)

Stealth/ Non comm Public relations Product integration Blogs Celebrity uses

Stealth/ Non comm Public relations Product integration Blogs Celebrity uses


How many messages do I need?


Broad Reaching Media = General MessagingBroad Reaching Media = General Messaging

Limited Reach =Customized Messaging

How many messages will I need?


Media Strategy - The Decision Tree

So, what do I need

to do? (Objectives)

Media 1Does it cover my

reach and segmentation

needs?

Media 2

Media 3

Media 4

Does it match my messaging

needs?

Can I achieve results with my

budget?

Leftover Budget?

Organize media by some parameter like CPM, Reach, Affinity, audience segmentation… and begin with the “best” medium


Number of discrete groups

Size of these groups

Ability of the media to segment them in a cost-efficient way

Messaging needs

Budget

In summary

Maintain Reach &Continuity

Affect purchasing decisions


media for the rest of us

Business

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marcelosalup

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wrong decision