C o n n e c ti n g w i t h t h e

m a r k e t

Strategic media planning

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Strategic media planning

Guiding lines

•Conventional planning, is budget allocation within the year, to deliver advertising bursts, under a set of criteria.•Direct connection with sales is not part of the process.•But …the discovery & integration of “drivers of sales” in planning, helps bring back quantifiable results of a streamlined marketing approach.

Strategic media planning

•Known or new brand?•Short or long commercials?•When to advertise?•Pressure or Continuity?•Feedback to act upon. •With a little help from research.•TV only?•Traditional media only?

Some central issues (a)

Strategic media planning

Some central issues (b)

•When brand awareness is 10%, simple messages and short TVCs will do. But when it grows?•Do you need a heavy start or not?•When to advertise? Go for Pressure or Continuity? •What about share of voice? Why most seasonal brands go down in SOV exactly on peak consumption point?•TV only?•Traditional media only?

Strategic media planning

And then?•How are you coping with all these issues?•Same as year before?•Need a … media guru? •Have you thought that Feedback and Feedback alone is what you need to act upon?•But feedback should be no other than market performance!

•See example on next slide.

What works best for your brand?No visible connection between SOV and SOM

1100 GRPs within 4 weeks!-Question One: Is the TVC meaningful?-Question Two: Should pressure be a priority over Continuity?-Question Three: Could we expect a functional product to oversell after a heavy burst?-Question Four: Could TV overall be not so relevant for the particularly young customer target of this brand?-Question …

•Feedback to act upon.

Summing up

In media•When marketing budgets go down by more than 30%, can you afford media efficiency to be less than perfect?•CPR is not the only cost center to worry about.•Let’s make the discovery & integration of “drivers of sales”, the central point to start planning media for 2011.•Call Milton on 210-6101240 or mail at mediarisk@otenet.gr, for more…