channel planning for integrated marketing success
TRANSCRIPT
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LINDSAY, STONE & BRIGGS
Channel Planning
Lindsay Ferris May 5, 2015
A blueprint for integrated marketing June 2015
LINDSAY FERRIS CHIEF MARKETING STRATEGIST, LSB
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LINDSAY, STONE & BRIGGS
What do I mean by
“channel planning”?
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LINDSAY, STONE & BRIGGS
NOT distribution channels
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LINDSAY, STONE & BRIGGS
NOT broadcast channels
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LINDSAY, STONE & BRIGGS
Holistic media channels or “touchpoints”
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LINDSAY, STONE & BRIGGS
PAID
OWNED EARNED
Holistic media approach
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LINDSAY, STONE & BRIGGS
Why is this important?
• Traditional “media plans” only focus on paid media
• Integrated marketing isn’t particularly integrated
• Use your Channel Plan to determine your budget priorities
• Use your Channel Plan as a tool for innovation or disruption
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LINDSAY, STONE & BRIGGS
How do I get started?
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Plot the Path-to-Purchase
FUNNEL CYCLONE BALL PIT
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Consumer Path-to-Purchase Journey
PASSIVE CONSIDERATION
ACTIVE CONSIDERATION CONSUMPTION
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LINDSAY, STONE & BRIGGS
The Channel Planning Framework
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSIDERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Channel Planning Framework C
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LINDSAY, STONE & BRIGGS
Channel plan inputs
• Business problem to solve
• Consumer profile
• Primary & secondary research
• Creative Idea
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LINDSAY, STONE & BRIGGS
Wait, the creative idea comes
before the channel plan?
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LINDSAY, STONE & BRIGGS
YES, creative first
LOEWS FIX-IN-SIX
NAKED BIKE PATH ADS
BOLTHOUSE FARMS FOOD PORN INDEX
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT A C
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved Putting off until the last minute
Searching health exchange site Narrow on site
Choose the cheapest
Likely, not until injury or sickness
Unlikely, unless unusual situation
FEELINGS Neutral/uninvolved Annoyed Frustrated, Relieved if its easy Resigned
Relieved to have it over with
Relieved to have insurance Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT A C
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved Putting off until the last minute
Searching health exchange site Narrow on site
Choose the cheapest
Likely, not until injury or sickness
Unlikely, unless unusual situation
FEELINGS Neutral/uninvolved Annoyed Frustrated, Relieved if its easy Resigned
Relieved to have it over with
Relieved to have insurance Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT A C
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SU
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved Putting off until the last minute
Searching health exchange site Narrow on site
Choose the cheapest
Likely, not until injury or sickness
Unlikely, unless unusual situation
FEELINGS Neutral/uninvolved Annoyed Frustrated, Relieved if its easy Resigned
Relieved to have it over with
Relieved to have insurance Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT A C
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SU
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Opportunity Areas
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved Putting off until the last minute
Searching health exchange site Narrow on site
Choose the cheapest
Likely, not until injury or sickness
Unlikely, unless unusual situation
FEELINGS Neutral/uninvolved Annoyed Frustrated, Relieved if its easy Resigned
Relieved to have it over with
Relieved to have insurance Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
Education & awareness
Make it easy to navigate, educate, be encouraging
Make comparing and choosing easy
Make buying easy, reinforce good decision
On-line appts. Same day appts.
Telemarketing or e-mail
TOUCH-POINTS
TV, Social, Direct, E-mail, Display, Digital Radio
Search, .com Decision engine on website
Thank user for purchase, follow up e-mail
Website, phone Follow-up survey, Social
MESSAGE Get some insurance today
Its easy, we’ll help you every step along the way
Here are your best options
Thanks for your purchase, you made a great choice
We know your time is important, Thank you
We want to keep doing better
Healthcare Example – CONSUMER SEGMENT A C
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved Putting off until the last minute
Searching health exchange site Narrow on site
Choose the cheapest
Likely, not until injury or sickness
Unlikely, unless unusual situation
FEELINGS Neutral Annoyed Frustrated Resigned Relieved to have it over with
Relieved to have insurance Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT B C
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Opportunity Areas
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Always looking for new & better
Current product isn’t cutting it
Ask friends, Standing at shelf
Brand, Packaging & in-store materials
Promise, price, incentive How does it feel?
Unlikely, unless asked
FEELINGS Positive toward the catagory Frustrated Overwhelmed Resigned Hopeful
Hopeful but skeptical Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Consumer Packaged Good Example – Hair care C
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Opportunity Areas
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Need is likely building over time Decision is made
Search, meet reps, ask for reco
Collecting rationale & support
Promise, price, incentive Problem solved Likely, if asked
FEELINGS Neutral Decisive or Frustrated Beleaguered Feeling positively
Trepidation, but happy w/solution
Pleased, co-workers are happy Pleased, relieved
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Business to Business Example C
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Opportunity Areas
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LINDSAY, STONE & BRIGGS
Measure, measure, measure
• Measure as many of your touchpoints as you can
• If you can’t directly measure, figure out a proxy
• Be dynamic – if something isn’t working, move on
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LINDSAY, STONE & BRIGGS
Some key points
• Channel Planning is not an “algorithm thing”
• Understanding consumer sentiment is critical
• You must think beyond “proven drivers”
• Don’t do a partial Channel Plan
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LINDSAY, STONE & BRIGGS
Let’s look at how you can use this framework as a tool for
innovation or disruption
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CONSUMER JOURNEY
AWARENESS
NEED/DESIRE
RE/SEARCH
CONSDIERATION OR PREFERENCE
PURCHASE
USE/ CONSUME
SHARE/ ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF COMMS
TOUCH-POINTS
MESSAGE
Channel Planning Framework C
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SU
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LINDSAY, STONE & BRIGGS
Example #1
By linking your Amex card to your Twitter account, you can pay with a tweet.
#SOLD
Awareness to purchase in a single step
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LINDSAY, STONE & BRIGGS
Example #2
Amazon’s shopping tool helps you spec and buy a laptop, and even alerts you to deals, in about 3 clicks.
Truncate the research process
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Example #3
Zillow allows you to define a short list of homes that meet your size, style, location, and pricing criteria…before you see a realtor.
Define the consideration set
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Example #4 More time (and $) in store
Central Market, the other grocery store founded in Austin, TX, has been called a “food amusement park”, and is one of Austin’s biggest tourist destinations.
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Example #5 Use packaging as a touchpoint
When you buy a Shinola watch, the packaging is as special and handcrafted as the watch. But more importantly, the packaging helps tell the Shinola story.
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LINDSAY, STONE & BRIGGS
Example #6 Ask consumers to advocate on your behalf
Jonny Pops, a MN-based food start-up, shamelessly asks consumers to advocate on their behalf with retailers.
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LINDSAY, STONE & BRIGGS
The future…
Mobile FIRST
• Video • Beacons
• Apple Pay
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LINDSAY, STONE & BRIGGS
The future…
Mobile FIRST
• Video • Beacons
• Apple Pay
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LINDSAY, STONE & BRIGGS
The future…
Think mobile FIRST
• Video • Beacons
• Apple Pay
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LINDSAY, STONE & BRIGGS
To sum up
• Know your P2P - use it as the basis for your Channel Plan
• Use your Channel Plan to prioritize budget and ID opportunities for future experimentation
• Go beyond “proven drivers”
• How does mobile fits into every step of the plan?