selecting the best media to reach your target market - diane gianni [energy digital summit 2014]
Post on 18-Jan-2017
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Selec%ng the Best Media to Reach Your Target Market
It’s a Numbers Game
Just when you figure them out, things change Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 dianeg@pennwell.com
hUp://www.linkedin.com/in/dianegiannini
hUp://www.linkedin.com/in/dianegiannini @dianegiannini
Who Am I? • Professionally – Customer Advocate – Product Inventor – Product Marketer – Sales Leader – Problem-‐Solver
• Personally – Problem-‐Solver – Mom (aka taxi-‐driver) – Fast-‐Speaking Italian
My Food Passions!
Why I Came Here Today
Top Things You Need For A Successful Marke%ng Plan
Marketer Success
Defined Objec%ves
Audience Engagement
Data
Clear Success Criteria
Agile Marke%ng Approach
Making Connec%ons with the Winning Marke%ng Mix
• Accept that it isn’t about limi%ng your marke%ng to print or digital media, social or mobile
• Realize several mediums are important to reach your target market through their preferred vehicle
• Understand how media vehicles complement each other
• Understand the brand adop%on process • Come out of your comfort zone
Where To Start
Common Misconcep%ons Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it
The War On Deciding What Media Vehicle To Use
When?
Brand Adop%on Process Preference
– To contact a specific company when moving into the evalua%on cycle
Posi%oning – Of the products/service verses compe%tors
Percep%on – Of what the product/service stands for
Awareness – That a product/service exists to meet their needs
Awareness
Percep%on
Posi%oning
Preference Key Objec%ves that build upon each other
Integrated Media Pyramid The Integrated Media Pyramid…
Contains a MIX
of less complex and more complex media
to drive products (brands) through the brand adop%on process
MORE complex media
LESS complex media
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
PERCEPTION
POSITIONING
Integrated Media Pyramid
AWARENESS
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
HIGHLY QUALIFIED, HIGH YIELD PROSPECTS
Events
PERCEPTION
POSITIONING
Complementary Role of Media • Your son will get his driver’s license in 1 year • What are you thinking?
Buying Stages
• RESEARCH Stage: Becoming current and familiar with technologies, products, and vendors for poten4al future purchases
• EVALUATION Stage: Iden%fying an array of alterna%ve products and vendors for current projects or expected purchases
• PURCHAING Stage: Seeking comprehensive informa%on on specific products -‐-‐ features, benefits, specs, and applica%ons for near-‐term purchases
Prospect Sees an Ad
Prospect calls Adver%ser for info
Adver%ser tries to track lead source
Prospect Sees an Ad
Prospect goes to the Web for more info
Prospect sends
Adver%ser an email
Adver%ser tries to track lead source
The Buying Process Has Evolved, So Must Our Marke%ng Strategies
• Today’s buyers are through the buying process before they contact a supplier/vendor! *
*Source: hUp://www.google.com/think/ar%cles/b2b-‐digital-‐evolu%on.html
Today’s Buyers Behavior
Yesterdays Buyer’s Behavior
Research Stage of Brand Adop%on Process
• Time Frame: – One year from him geing his license
• Mind Set: – “What are good SUVs for my son?”
• Media Used: – Scan ads in magazines and newspapers – No%ce TV commercials – Hear radio commercials
• Results: – Ini%al awareness and thoughts about the latest SUVs
Evalua%on Stage of Brand Adop%on Process
• Time Frame: – 6 months from your son geing
his drivers license • Mind Set:
– “I really need to narrow down our op4ons.”
• Media Used: – Look at online sites with videos,
reviews, pricing, comparisons – Review specific magazines
focused on cars and their features
• Results: – A narrowed list of SUVs that will
meet our needs
Purchasing Stage of Brand Adop%on Process
• Time Frame: – 2 -‐ 3 months from your son geing
his license • Mind Set:
– “I need to get exact details, first hand experience, and make a decision.”
• Media Used: – Dig-‐in to websites for specific models – Contact/visit car dealerships
• Results: – Decision narrowed to two to three
brands and models; ready for nego%a%on
Oil & Gas Decision Makers Rely On a Variety of Media Channels
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Media Channels Vary During The Buying Process
At which stage in your buying process do you use the following types of media?
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
For business purposes, how has your use of the following media changed in the last year?
Top Changes in Media Consump%on
Increased
41% 45% 46%
51% 53%
Mobile Apps Industry Websites
Email NewsleUers
Digital Magazines
Search Engines
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
of the respondents stated that they are more likely to evaluate products and systems from alterna%ve vendors, compared to 4-‐5 years ago (i.e. those they have not purchased from in the past)
Oil & Gas Decision Makers Are Evalua%ng New Vendors
• This highlights the importance of developing a marke%ng strategy to ensure you stay top-‐of-‐mind and are considered during their evalua%on process.
56%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Marke%ng Communica%ons is Essen%al for Considera%on
Prior to seriously considering a different vendor or mee%ng with their rep, do you prefer to have already gained insight into the company or product via its communica%ons programs (i.e. adver%sing, promo%on, sponsorships, etc.)?
• Consistent adver%sing will ensure you are being considered, especially knowing that 56% of the oil & gas professionals are more likely to evaluate new vendors this year!
85% Yes
Reasoning I can be more knowledgeable in the ques%ons I ask 71%
Lets me know what the company stands for (experience, performance, support, etc.) 69%
Gives me perspec%ve about where their products fit versus their compe%tors 67%
Gives me more assurance that the vendor might meet our needs 59%
Helps me decide whether or not we should contact the company 56%
I feel more confident discussing the solu%ons with the company 54%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
What MaUers to the Buyer? Please rate the following criteria for their importance in making purchasing decisions
• Are you focusing on the key criteria buyers use? • Brand loyalty isn’t going to cut it any more!
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Oil & Gas Professionals Respond To Magazine Adver%sing What ac%ons have your taken as a result of viewing an adver%sement in this print magazine?
Source: 2013 Offshore Readership Survey
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Took ac%on aqer seeing an ad in the print magazines
90%
Fact: • 87% of the respondents said they
are very likely or somewhat likely to click on an online ad if they have seen you before in an industry magazine
• Make sure you are crea%ng messaging that resonates with the audience to ensure maximum impact!
Geing The Buyers AUen%on What features make you want to read an adver%sement, and/or take an ac%on in this print magazine and digital magazine?
Source: 2013 Offshore Readership Survey
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Make Sure Your Ads Are Designed For the Medium
Print magazine ad with QR code
Does not make sense in a
digital magazine ad
Magazine Readers Buy Online
Studies show that 43% of magazine readers make online purchases vs. 21% of non-‐readers.
Source: Magazine.org/factbook
Industry Websites Are The Most Trusted
53%
72%
Click on ads on Google
Fact
• Adver%sements on industry websites are trusted more than anywhere else.
Click on ads on Industry Websites
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
Relevant Marketers Today
Outline Objecaves
Make a Decision
Consider Soluaons
Review Metrics
Gather Metrics
Effecave Markeang Program
Idenafy Success Metrics
Trends / Fast Growth Areas
• Mobile • Video • Social
Which of the following devices do you currently own or plan to buy in the next 12 months?
Mobile Device Ownership
Facts: • The top content our audience is accessing on mobile
is: email, search engines, online ar%cles, news stories, and email newsleUers
What Does This Mean For You?
• Think about "Mobile-‐first design" – Keep in mind Mobile ads ideally should drive people to a mobile friendly or responsive site
• Content needs to be diges%ble to increase likelihood of sharing – If consumers can digest your content quickly, they will more likely engage and share
• The tablet -‐ is it the “first screen” or “second screen” at home?
• Data-‐driven loca%on-‐based marke%ng
Sources: hUp://www.youtube.com/yt/press/sta%s%cs.html hUp://digiday.com/brands/15-‐stats-‐brands-‐should-‐know-‐about-‐youtube/
Video Consump%on
Fact: • YouTube’s monthly viewership is equivalent to roughly
10 Super Bowl audiences
C-‐Level Execu%ves Use Video For Business Purposes
• A recent study by Forbes asked more than 300 C-‐level execu%ves from businesses with over $500 million in revenues about their video consump%on habits – More than 80% of senior execu%ves are watching more online videos today than a year ago
– 75% said they watch videos on business-‐related websites at least once a week
• The study also showed that execu%ves were taking ac%on aqer watching work-‐related videos – 65% have visited a vendor’s website aqer watching a video
Source: hUp://leadsgenera%onmarke%ng.com/on-‐b2b-‐lead-‐genera%on-‐content-‐and-‐the-‐rise-‐of-‐videos
Oil & Gas Professionals Maintain Ac%ve Profiles On Social Sites
67%
49%
15% 14%
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
For business purposes, how has your use of social media changed in the last year?
Changes In Social Media For Business Purposes
Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study
• While 49% of the professionals stated they maintain an ac%ve profile on FaceBook, 61% stated they do not use FaceBook for business purposes.
61%
What User Behavior Tells Us
• There is no SINGLE media choice • Users rely on a variety of sources including magazines, websites, videos, events, etc.
• They are highly engaged and comfortable with a variety of media types depending on where they are in the buying process
Key Takeaways • A marke%ng plan needs to move prospects through the buying process
• Data driven marke%ng plans will connect you with your target audience
• Be agile!
Common Misconcep%ons Answered!
Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it
Words To Market By
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” -‐-‐ Wayne Gretzky
Thank You!
Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 dianeg@pennwell.com @dianegiannini hUp://www.linkedin.com/in/dianegiannini
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