advanatge media power point flash
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Media Revolution: Lifestyle Media BuyingTRANSCRIPT
Ultimate Media Strategy
Ultimate Media Strategy
Where to put my Advertising Dollars?
Who Your Best Customers Are!
The Most Effective Media!
The Most Effective Stations!
The Most Effective Day Parts!
The Most Effective Programming!
How To Effectively Target Direct Mail!
How To Get The Perfect Plan!
Who Your Best Customers Are!
The Most Effective Media!
The Most Effective Stations!
The Most Effective Day Parts!
The Most Effective Programming!
How To Effectively Target Direct Mail!
How To Get The Perfect Plan!
Advantage Media Has Your Answers!Advantage Media Has Your Answers!
Step 4 – Calculate the Target Persons [clones] Numbers and Index Numbers for all Media Programs
in the Golden Market Universe.
Step 4 – Calculate the Target Persons [clones] Numbers and Index Numbers for all Media Programs
in the Golden Market Universe.
Target Persons – reach number based on the number of cloned households in Golden Market Universe.
Index Numbers
Network Time Target Persons
Target 1
Index
USA Network (USA) 6P-12A 92,470 135
Disney (DIS) 6P-12A 70,887 121
Turner Network Television (TNT) 6P-12A 66,461 121
Fox 24 Hour News Channel (FNC) 6P-12A 62,754 132
Y ankees Station (Y ES) 6P-12A 54,136 122
TBS (TBS) 6P-12A 52,691 90
Cable News Network (CNN) 6P-12A 51,032 132
Arts & Entertainment (A&E) 6P-12A 45,389 122
Bravo (BRV) 6P-12A 45,126 143
F/X (F/X) 6P-12A 43,833 121
Turner Network Television (TNT) 6A-6P 41,425 134
History Channel (HIS) 6P-12A 38,472 129
Home & Garden Television Network (HGT) 6P-12A 38,085 138
TV Food Network (TVF) 6P-12A 36,615 86
SCI-FI (SCI) 6P-12A 34,429 126
Y ankees Station (Y ES) 6A-6P 34,108 107
Cable News Network (CNN) 6A-6P 33,862 109
Fox 24 Hour News Channel (FNC) 6A-6P 33,361 139
USA Network (USA) 6A-6P 31,449 132
History Channel (HIS) 6A-6P 30,495 124
Media: Cable Analysis – Case StudyMedia: Cable Analysis – Case Study
Perfect Media Plan Perfect Media PlanDetermine
The Highest IndexPrograms
DetermineClone Audience
Size
DetermineCost Per Thousand
to Reach ClonesIn Various Media
Match TopTier Lifestyles
To Media Habitsof Show Visitors and Clones
DetermineTop Lifestyles
Based On Conquest Householdsand Your Customer Households
Match CloneHouseholds
In Golden MarketArea
Map Golden UniversePlace Each Customer
Into One of SixtyLifestyles
Data BaseLast Years
Show Visitors
• All dealerships have their own unique finger print.
• Dealerships do a majority of their business with consumers that have similar lifestyles and behaviors.
• Those lifestyles and behaviors all have unique media preferences.
• All dealerships have their own unique finger print.
• Dealerships do a majority of their business with consumers that have similar lifestyles and behaviors.
• Those lifestyles and behaviors all have unique media preferences.
Using the 80/20 Rule
Traditional Media Targets the MassesTraditional Media Targets the Masses
Traditional Media Targets the MassesTraditional Media Targets the Masses
Advantage Media Targets the Lifestyles and Behaviors of Your Best Customers.
Advantage Media Targets the Lifestyles and Behaviors of Your Best Customers.
What is Advantage Media
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It makes media recommendations based on clones of your best buying customers.
What is Advantage Media
------
It makes media recommendations based on clones of your best buying customers.
• TV and Cable Networks
• Radio Stations by Day-parts
• Newspapers
• Magazines
• Direct Mail House-holds
• TV and Cable Networks
• Radio Stations by Day-parts
• Newspapers
• Magazines
• Direct Mail House-holds
Linking your Best Buying Customers and their Clones to the Media.
Linking your Best Buying Customers and their Clones to the Media.
How many of your customers and their
clones are watching a TV Program?
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Advantage Media Knows
Advantage Media
Targeting house-holds that share the same lifestyles and behaviors as your best buying
customers!
Advantage Media
Targeting house-holds that share the same lifestyles and behaviors as your best buying
customers!
Case Study---------
How Advantage Media Works
Case Study---------
How Advantage Media Works
Step 1 – Start with the Dealership’s data base.Step 1 – Start with the Dealership’s data base.
• Dealership provided 5,872 customer records for
Chevrolet sales.
• 54 had non correctable addresses.
• 1,305 were sales to companies or dealer trades or fleet
sales.
• 3,548 were sales prior to January 2006.
Therefore, this analysis is based on 965 Chevrolet sales between January 2006 and January 2008.
• Dealership provided 5,872 customer records for
Chevrolet sales.
• 54 had non correctable addresses.
• 1,305 were sales to companies or dealer trades or fleet
sales.
• 3,548 were sales prior to January 2006.
Therefore, this analysis is based on 965 Chevrolet sales between January 2006 and January 2008.
Your top selling zip codes responsible for the majority of your business.
Your top selling zip codes responsible for the majority of your business.
Step 2 – Identify Your Golden Market UniverseStep 2 – Identify Your Golden Market Universe
Step 3 – Determine the lifestyles of the Dealership’s best buying customers.
Step 3 – Determine the lifestyles of the Dealership’s best buying customers.
High % In Golden Market % of the Dealer’s Customers
84% of the Dealer’s Customers are contained in 16 lifestyles.
CLUSTER LIFESTY LE HOUSEHOLDS % OF HOUSEHOLDS % OF CHEVROLET CHEVROLET INDEX
D01 Nuevo Hispanic Families 676 0.37% 1.91% 5.12
B06 Successful Urban Sprawl 47 0.03% 0.11% 4.34
J 02 Latino Nuevo 101 0.06% 0.23% 4.04
J 04 College Town Communities 63 0.03% 0.11% 3.23
A07 New Suburbia Families 271 0.15% 0.45% 3.01
B04 Solid Suburban Life 26,240 14.50% 40.88% 2.82
C05 Mid-market Enterprise 1,089 0.60% 1.24% 2.06
B01 Status-conscious Consumers 5,434 3.00% 5.97% 1.99
C01 Second City Homebodies 3,386 1.87% 3.04% 1.62
B05 Second-generation Success 4,165 2.30% 3.60% 1.57
F01 Steadfast Conservative 264 0.15% 0.23% 1.54
F02 Moderate Conventionalists 6,763 3.74% 5.18% 1.39
E03 Professional Urbanites 4,577 2.53% 3.49% 1.38
A03 White-collar Suburbia 1,976 1.09% 1.35% 1.24
A05 Enterprising Couples 7,807 4.31% 5.07% 1.17
C03 Urban Optimists 13,562 7.50% 8.78% 1.17
K 02 Academic Necessities 3,312 1.83% 2.03% 1.11
F03 Southern Blues 566 0.31% 0.34% 1.08
44.38% 84.01%
The 16 lifestyles make up 44% of the households in the Golden Market Universe.
84% of the customers are contained in 16 lifestyles and they make up 46.38% of the
households in the golden universe.
16% of the customers are contained in 44 lifestyles and they make up 55.62% of the households in the golden universe.
WHICH GROUP DO YOU WANT TO TARGET!
Media: Radio Analysis – Case StudyMedia: Radio Analysis – Case Study
Target Persons – reach number based on the number of cloned households in Golden Market Universe.
Index Numbers
STATION DAY PART Format
TARGET 1
PERSONS
TARGET 1
INDEX
WAXQ-FM 10A-3P Classic Rock 72,735 157
WABC-AM 3P-7P Talk 45,411 153
WLTW-FM 3P-7P Soft Adult 92,874 138
WAXQ-FM 6A-10A Classic Rock 57,736 171
WAXQ-FM 7P-12A Classic Rock 32,753 170
WABC-AM 10A-3P Talk 41,893 147
WLTW-FM 6A-10A Soft Adult 72,624 136
WK XW-FM 6A-10A Talk 43,329 135
WLTW-FM 10A-3P Soft Adult 85,922 134
WABC-AM 6A-10A Talk 35,780 149
WPLJ -FM 10A-3P Hot AC 43,903 142
WAXQ-FM 3P-7P Classic Rock 57,119 131
WLTW-FM 7P-12A Soft Adult 42,760 104
WCBS-AM 10A-3P News 34,474 131
WINS-AM 6A-10A News 56,523 128
WK XW-FM 10A-3P Talk 39,253 114
WK XW-FM 3P-7P Talk 37,616 102
WHTZ-FM 10A-3P CHP 53,264 98
WINS-AM 10A-3P News 33,782 118
WINS-AM 3P-7P News 34,437 116
WPLJ -FM 3P-7P Hot AC 43,456 110
WHTZ-FM 6A-10A CHP 46,486 85
WWFS-FM 6A-10A Adult Cont 30,152 127
WWFS-FM 3P-7P Adult Cont 34,692 109
WPLJ -FM 6A-10A Hot AC 40,865 109
WCBS-AM 6A-10A News 37,536 112
WRK S-FM 3P-7P Urban AC 29,984 91
WK TU-FM 3P-7P Dance CHR 33,389 79
WHTZ-FM 3P-7P CHP 38,454 78
Step 5 – Calculate the CPM Number for all cloned lifestyles within the Golden Market Universe
Gross Rate
Gross CPM -
Based on the cost of reaching the targeted
[cloned] persons in the Golden Market Universe
STATION DAY PART Format
TARGET 1
PERSONS
TARGET 1
INDEX GROSS RATE GROSS CPM
WAXQ-FM 10A-3P Classic Rock 72,735 157 $700 $9.62
WABC-AM 3P-7P Talk 45,411 153 $393 $8.65
WLTW-FM 3P-7P Soft Adult 92,874 138 $1,000 $10.77
WAXQ-FM 6A-10A Classic Rock 57,736 171 $700 $12.12
WAXQ-FM 7P-12A Classic Rock 32,753 170 $75 $2.29
WABC-AM 10A-3P Talk 41,893 147 $393 $9.38
WLTW-FM 6A-10A Soft Adult 72,624 136 $900 $12.39
WK XW-FM 6A-10A Talk 43,329 135 $390 $9.00
WLTW-FM 10A-3P Soft Adult 85,922 134 $1,200 $13.97
WABC-AM 6A-10A Talk 35,780 149 $347 $9.70
WPLJ -FM 10A-3P Hot AC 43,903 142 $575 $13.10
WAXQ-FM 3P-7P Classic Rock 57,119 131 $750 $13.13
WLTW-FM 7P-12A Soft Adult 42,760 104 $250 $5.85
WCBS-AM 10A-3P News 34,474 131 $305 $8.85
WINS-AM 6A-10A News 56,523 128 $1,195 $21.14
WK XW-FM 10A-3P Talk 39,253 114 $245 $6.24
WK XW-FM 3P-7P Talk 37,616 102 $320 $8.51
WHTZ-FM 10A-3P CHP 53,264 98 $675 $12.67
WINS-AM 10A-3P News 33,782 118 $375 $11.10
WINS-AM 3P-7P News 34,437 116 $380 $11.03
STATION DAY PART Format
TARGET 1
PERSONS
TARGET
1 INDEX
GROSS
RATE
GROSS
CPM
Persons
Rank
Index
Rank
CPM
Rank
Total
Rank
Value
WAXQ-FM 10A-3P Classic Rock 72,735 157 $700 $9.62 1 1 3 5
WABC-AM 3P-7P Talk 45,411 153 $393 $8.65 3 1 2 6
WLTW-FM 3P-7P Soft Adult 92,874 138 $1,000 $10.77 1 2 3 6
WAXQ-FM 6A-10A Classic Rock 57,736 171 $700 $12.12 2 1 4 7
WAXQ-FM 7P-12A Classic Rock 32,753 170 $75 $2.29 5 1 1 7
WABC-AM 10A-3P Talk 41,893 147 $393 $9.38 4 2 2 8
WLTW-FM 6A-10A Soft Adult 72,624 136 $900 $12.39 1 3 4 8
WK XW-FM 6A-10A Talk 43,329 135 $390 $9.00 4 3 2 9
WLTW-FM 10A-3P Soft Adult 85,922 134 $1,200 $13.97 1 3 5 9
WABC-AM 6A-10A Talk 35,780 149 $347 $9.70 5 2 3 10
WPLJ -FM 10A-3P Hot AC 43,903 142 $575 $13.10 3 2 5 10
WAXQ-FM 3P-7P Classic Rock 57,119 131 $750 $13.13 2 3 5 10
WLTW-FM 7P-12A Soft Adult 42,760 104 $250 $5.85 4 5 1 10
WCBS-AM 10A-3P News 34,474 131 $305 $8.85 5 4 2 11
WINS-AM 6A-10A News 56,523 128 $1,195 $21.14 2 4 5 11
WK XW-FM 10A-3P Talk 39,253 114 $245 $6.24 5 5 1 11
WK XW-FM 3P-7P Talk 37,616 102 $320 $8.51 5 5 1 11
WHTZ-FM 10A-3P CHP 53,264 98 $675 $12.67 2 5 5 12
WINS-AM 10A-3P News 33,782 118 $375 $11.10 5 4 4 13
WINS-AM 3P-7P News 34,437 116 $380 $11.03 5 5 3 13
WPLJ -FM 3P-7P Hot AC 43,456 110 $770 $17.72 3 5 5 13
WHTZ-FM 6A-10A CHP 46,486 85 $925 $19.90 3 5 5 13
WWFS-FM 6A-10A Adult Cont 30,152 127 $410 $13.60 5 4 5 14
WWFS-FM 3P-7P Adult Cont 34,692 109 $410 $11.82 5 5 4 14
WPLJ -FM 6A-10A Hot AC 40,865 109 $915 $22.39 4 5 5 14
Step 6 – Rank the media programs based on 1) Targeted Persons, 2) Index Numbers and 3) CPM Costs.
Step 6 – Rank the media programs based on 1) Targeted Persons, 2) Index Numbers and 3) CPM Costs.
Rankings – Ranking for each Radio program based on 1) Persons, 2) Index and 3) CPM.
Top Ranked Programs
Media: Radio Analysis – Case SturdyMedia: Radio Analysis – Case Sturdy
Step 7 – The Perfect Media CalendarStep 7 – The Perfect Media Calendar
Can You Expect Results the first Month?
Can You Expect Results the first Month?
Yes!
• First Month
• Highest Volume In 24 Months
• Lowest Cost Per Car In 30 Months
Yes!
• First Month
• Highest Volume In 24 Months
• Lowest Cost Per Car In 30 Months
Don’t WaitDon’t Wait
Choose Intelligently
Choose Intelligently
Let Advantage Media work for you.
Let Advantage Media work for you.