golley slater @ oi15
TRANSCRIPT
Reaches 94% of UK every week
40% of 16-34 yr old’s chosen media time
Watched 45 ads/day in 2014
Source: Thinkbox, Media Week
Follow the news 95%
TV as source 75%
Internet/apps 41%
Newspapers 40%
Radio 30% 3.8
sources
Source: Ofcom, ABC
“the people formerly known as the audience wish to inform media people of our existence, and of a shift in power…
Jay Rosen, Professor of Journalism, New York University Cited in: Pu+ng the Public Back in Public Rela5ons
”
invite not
pitch
direct not
mediated
my timing not
yours
P2P not B2C
forever not
chip-paper voices not
spokesmen
about me not
about you
authentic not
‘marketed’
open not
suspicious
human not
corporate
advocates not
customers
dialogue not
monologue
MARKETS ARE CONVERSATIONS
Direct campaigns = short-term volume results
Brand campaigns =
less short term impact, stronger long-term profit growth
Brand response =
best of both worlds
Source: IPA
Rational Messaging Strongest short-term sales response
Quickly forgotten
Little impact on brand perception
Activates brand equity into sales
Emotional Priming Modest short-term sales response
Feelings more impactful than messages
Longer term growth
Increases receptiveness to rational messages
Emotional involvement are passive ‘Fame’ campaigns inspire a response People naturally want to share their enthusiasm Amplifies emotional involvement Outperforms all other types of campaign Needs to retain an element of surprise and delight