morgan & co media planning mix
DESCRIPTION
When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.TRANSCRIPT
© 2013 morgan & co | confidential
The Right Media Mix
And Risks of Getting It Wrong
June 27, 2013
© 2013 morgan & co | confidential
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
- John Wanamaker
© 2013 morgan & co | confidential
Media Landscape
© 2013 morgan & co | confidential
What is “media”?
© 2013 morgan & co | confidential
What is “media”?
© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
$297,981,778Louisiana Television Spending in 2011
U.S. Major Media Ad Spending, by Media, 2009-2015billions
2009 2010 2011 2012 2013 2014 2015TV $53.8 $59.0 $60.5 $65.0 $65.0 $67.0 $68.0 Internet $22.7 $25.8 $28.5 $32.6 $36.0 $40.5 $44.5 Newspapers $24.8 $22.8 $21.4 $20.7 $20.2 $20.0 $19.8 Radio $14.3 $15.3 $15.7 $16.4 $16.7 $17.1 $17.2 Directories $10.3 $9.3 $8.2 $7.3 $6.5 $5.7 $5.0 Magazines $15.5 $14.7 $13.9 $13.2 $12.6 $12.1 $11.6 Outdoor $5.9 $6.1 $6.4 $6.8 $7.1 $7.4 $7.6 Total $147.3 $153.0 $154.6 $162.0 $164.1 $169.8 $173.7
© 2013 morgan & co | confidential
Media Landscape Establishing Goals
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Types Of Goals
Establish DifferentiationPromote Services, Location(s)Communicate Values, Awards Awareness, Belief, OpinionLead Generation – Phone Call, Email, FormsLocation TrafficSalesShare Of Voice
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Quantifying Goals
Media is about communicating with audiences.To achieve success for any campaign the correct amount of people must act appropriately.
How many people will it take to embrace your organization’s services?
© 2013 morgan & co | confidential
Hospital Client Goal: Fill 100 Beds
Quantify the goal:
Average hospital stay is 3 days
365 days / 3 = 121.66 patients per bed
121 patients x 100 beds = 12,166 people annually
Parish population of 228,000
5.3% of parish must get admitted annually
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Client Goal: Fill 500 Seats
Quantify the goal:
500 people are need to attend a VIP event
Direct mail is the preferred tactic
Previous campaigns have netted a 2.5%
response rate
20,000 direct mail pieces should be dropped
(20,000 pieces x 2.5% return = 500 Attendees)
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Media Landscape Establishing GoalsUnderstanding Audiences
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© 2013 morgan & co | confidential
© 2009 morgan + company | confidential
Not a one size fits all, must break down by life stage – 18-24
Women needing regular checkups– 25-40
Primary segment for pregnancy and family services– 40-50– 50+
Rotate creative based on:Campaign (Maternal Fetal Health, OB/GYN, breast cancer) Seasonality (Breast Cancer Awareness Month, Mommy to Be Expo)Site (BabyCenter for Pre-Natal/Family Service/Pediatrician)
Women’s Services
© 2013 morgan & co | confidential
© 2009 morgan + company | confidential
By using research tools to identify demographic segments for targeting services, we can see that the audience for digestive disorders has a slight female skew but primarily affects adults over the age of 45 years.
Next step would be to overlay demographic segment with lifestyle statements.
Identifying Demographic Segment
Source: Simmons, Fall 2008, full year
Consulted Gastroenterologist in last 12 months
Ailments: Digestive Disorders
Total Sample 100 100GENDER: MALE 84 75GENDER: FEMALE 115 123AGE: 18 - 24 29 56AGE: 25 - 34 52 84AGE: 45 - 54 123 108AGE: 55 - 64 145 111AGE: 65+ 155 138M18 - 24 12 37F18 - 24 47 76Male 25 - 34 26 51Female 25 - 34 75 114Male 35 - 44 81 83Female 35 - 44 63 90Male 45 - 54 104 87Female 45 - 54 142 130Male 55 - 64 142 81Female 55 - 64 147 141Male 65+ 115 97Female 65+ 187 171
© 2013 morgan & co | confidential
Media Landscape Establishing GoalsUnderstanding AudiencesMedia Mix
© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
Consumers use media channels at varying degrees of intensity and for various reasons.
Its critical to understand the role that each media channel plays within a consumer’s life and life stage.
Daily Time Spent with Media According to U.S.Consumers, 2010-2012hrs:mins 2010 2011 2012TV 5:27 5:06 5:05Internet 2:34 2:56 3:07Radio 1:52 2:00 1:50Video games 0:26 0:39 0:48Newspapers 0:20 0:19 0:18Magazines 0:15 0:14 0:14
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Mass reach, product launch, efficiency, visual, influence
Traffic builder, targeted, frequency, promotional
Informational, targeted, graphic impact, influence
Local traffic builder, targeted, promotional, immediacy
Saturation coverage, impact, geographical
Immediacy, targeting, tracking, optimization, flexible, two-way mass medium
Promotional, impact, WOM, sampling
Conversational, engaging, WOM
© 2013 morgan & co | confidential
Broadcast TV Cable TV RadioNational Local National Local National Local
Audience Selectivity Good Good Good Good Good Good
Reach Potential High High Low Low Average Average
Speed Of Audience
AccumulationFast Fast Fast Fast Fast Fast
Geographic Flexibility Poor Good Poor Best Poor Best
Lead Time Needed To Buy Long Shorter Long Shorter Long Shorter
Advertising Exposure Control
Mostly yes Mostly yes Mostly yes Mostly yes Yes Yes
Location At Time Of
Exposure
Mostly at home
Mostly at home
Mostly at home
Mostly at home
Mostly out of home
Mostly out of home
© 2013 morgan & co | confidential
Magazine Newspaper Outdoor Transit Interactive
Audience Selectivity Better Good Poor Poor Good
Reach Potential Average Low High High Average
Speed Of Audience
AccumulationSlow Fast Slow Slow Good
Geographic Flexibility Good Good Best Best Good
Lead Time Needed To Buy Long Short Long Long Shorter
Advertising Exposure Control No No No No Yes
Location At Time Of Exposure
Primarily in home; heavy out of home
In home and out of home
Out of home
Out of home
In home and out of home
© 2013 morgan & co | confidential
© 2009 morgan + company | confidential
© 2013 morgan & co | confidential
Reach and Frequency
REACH: The percent of different people or households exposed to a specific media schedule within a given period of time, expressed as a percentage
An unduplicated or net audience
Can be used to refer to a single media property or a media schedule
FREQUENCY: The average number of times a target audience or household is reached by a media schedule
Industry average for planning is a minimum of 3x average frequency
© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
It gives you a sense of how much media delivery will be generated
If your brand has something new today or is using a media class for the first time, reach should be emphasized
Emphasize frequency if your product competes in a highly competitive market or is purchased frequently
Reach & Frequency can be used to compare alternatives within a media mix and judge different combinations of media forms
Underlying assumptions:
The more often people are exposed, the more likely they are to learn and retain information
Too many exposures can bore, annoy or have no incremental increase in learning
The more time between exposures, the more likely they are to forget what they learned
Reach and Frequency
© 2013 morgan & co | confidential
Share of Voice: the amount of spending in a market in a categoryCan be defined by brand, product set, etc.
When planning for a campaign in a highly competitive arena, you need to analyze what the competition is doing.
If you have sales figures among the competitive set, you can analyze SOV (Share of Voice) versus SOM (Share of Market)
Start with requesting competitive spending reportsGauge if you are running sufficient levels, what your share of voice is in the market and what is needed to be to “shout louder” You might be able to request competitive spending by products, by month, by quarter, by tactic, by market, etc.
Share of Voice – Competitive Analysis
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Continuity:- Relatively low media weight - Continuous (or near continuous)
on-air presence- Typical for recency approach
Flighting:- High media weights- Short bursts- Typical for frequency optimization
Pulsing:- Combines the advantages of
flighting and continuity
Other strategies:- Others are possible, choice
depends on objectives and given situation
Scheduling Strategies
© 2013 morgan & co | confidential
Media Landscape Establishing GoalsUnderstanding AudiencesMedia MixTracking and Measuring
© 2013 morgan & co | confidential
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Sandwich Board
Sidewalk Chalk
Skywriting
Building Mural
Pageviews
Impressions
Page
view
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© 2013 morgan & co | confidential
© 2013 morgan & co | confidential
Media Landscape Establishing GoalsUnderstanding AudiencesMedia MixTracking and MeasuringRisks of Getting It Wrong
© 2013 morgan & co | confidential
Potential shakeup in healthcare category ad spending and noise due to Obama Care
4,996,074LA’s population in 2020
(+9.95%)
Healthcare is one of the fastest growing verticals for online
advertising
© 2013 morgan & co | confidential
The rise in “neighborhood medical centers” will increase pressure on the current hospital business models and impact consumer perceptions and behavior.
A growing Louisiana will continue to need healthcare solutions, and will turn to someone.
The saturation of information, opinions and referral options on the internet (I.E.: WebMD, Social Media, Blogs) will continue to shape consumer’s decision making process.
© 2013 morgan & co | confidential
Will they be turning to your organization for that solution?
A misaligned media mix is more than wasted money.
It’s a missed opportunity to capture a new customer. Or continue to build experiences with an existing customers.
Getting the media mix wrong is lost business that you may never get back.
© 2013 morgan & co | confidential
Media Landscape Establishing GoalsUnderstanding AudiencesMedia MixTracking and MeasuringRisks of Getting It WrongParting Words
© 2013 morgan & co | confidential
Establish quantifiable goalsFind your audience
Understand their communication habits
Own a media channel
Utilize unique tactics
Track and measure
Optimize against goals
© 2013 morgan & co | confidential
Thank you
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