An integrated future for communications - a 360° approach to planning

Matt Appleby @mattappleby about.me/mattappleby

@GolleysWales @RoathCardiff

Christmas 1977: 20+ million

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

Working more closely with:

Marketing 53%

Digital/Social 76%

Source:  CIPR  

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  

Source:  IPA  Nielsen  

The 60:40 split

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  

Thank you

Pic:  Nomaan  on  Flickr