the media grand prix. the problem with plenty is the scarcity
TRANSCRIPT
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The Media Grand PrixThe Media Grand Prix
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The problem with plenty is the The problem with plenty is the scarcityscarcity
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Scarcity of …...Scarcity of …...
InformationInformation
AccuracyAccuracy
Thought ProcessThought Process
Time…..24 Hrs is less! Wish a day was bigger !!!!
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Leading to Leading to
Usage of media like….Usage of media like….
A drunkard uses a lamp-post ..more for A drunkard uses a lamp-post ..more for support than for light !!!!support than for light !!!!
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Let’s start at the very Let’s start at the very beginning….beginning….
Media fundamentals…..Media fundamentals…..
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Lets begin with the Lets begin with the ABC of media...ABC of media...
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What is Media Planning ?What is Media Planning ?
Excel SheetExcel Sheet
NumbersNumbers
JargonJargon
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Media PlanMedia Plan
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Media Plan
TARGET AUDIENCE
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
EFFECTIVEREACH
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
EFFECTIVEREACH AVERAGE
OTS
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
EFFECTIVEREACH AVERAGE
OTSCPT’s or CPM’s
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
EFFECTIVEREACH FREQUENCY
DISTRIBUTIONCPT’s or CPM’sCIRCULATION
& READERSHIP
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So much jargon…So much jargon…
what does it all what does it all mean ?mean ?
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Like ..Like ..
– Medium/VehicleMedium/Vehicle– UniverseUniverse– Target AudienceTarget Audience– RatingRating– DuplicationDuplication– CPRPCPRP– GRP/TRPGRP/TRP
– ReachReach– FrequencyFrequency– Frequency DistributionFrequency Distribution– Effective Reach & Effective Reach &
frequencyfrequency– SchedulingScheduling– CirculationCirculation– ReadershipReadership
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What is a medium ?What is a medium ?Media : Carriers and deliverers of advertisements.Media : Carriers and deliverers of advertisements.Medium : A broad general category of carriers Medium : A broad general category of carriers Vehicle : A specific carrier within a mediumVehicle : A specific carrier within a medium
MediumMedium VehicleVehicleTelevisionTelevision SanjeevaniSanjeevaniNewspaperNewspaper Times of IndiaTimes of IndiaMagazinesMagazines OutlookOutlookRadioRadio Good Morning Mumbai / Good Morning Mumbai /
Ranga a RangRanga a RangOutdoorOutdoor Patel Bridge Patel Bridge VideoVideo Cassette of a movieCassette of a movie
InternetInternet Indiatimes.com Indiatimes.com
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The particular segment of the The particular segment of the population that our campaign is trying to population that our campaign is trying to reachreach
Target AudienceTarget Audience
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Broadly three ways in which Broadly three ways in which targeting can be approachedtargeting can be approached
Demographics
Psychographics
Mindset, Affinity group
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The percentage (%) of the target universeThe percentage (%) of the target universeexposed to a TV or Radio Spot at a given momentexposed to a TV or Radio Spot at a given moment
One rating point represents 1% of a given Target
RatingRating
Spot ASpot ATotal Audience = 9Total Audience = 9
Target: M18-34Target: M18-34Universe = 10Universe = 10
Target Rating of Spot A = 30% = 3/10 Rating
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The Universe = 10 Women, 18-34The Universe = 10 Women, 18-34
Sunday 16th Dec2003, 9:30 p.m.
Channel 1
Channel 2
Rating Channel 1 = 40%Rating Channel 2 = 20%Not watching TV = 40%
RatingRating
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Gross Rating points ( GRPs )Gross Rating points ( GRPs )
Sum of audience sizes for more than one ad or program.Sum of audience sizes for more than one ad or program.
Media schedule for Brand XMedia schedule for Brand XTVRTVR SpotsSpots
– KBCKBC 1010 11– KSKBTKSKBT 2020 22– KkusumKkusum 1515 11– KanganKangan 1010 11– KutumbKutumb 66 11
Total GRPs for brand X = 81
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GRPs or TRPs are results of the reach and GRPs or TRPs are results of the reach and frequency goals we set frequency goals we set
GRPs or TRPs are not goals by themselvesGRPs or TRPs are not goals by themselves
GRPs or TRPs alone don’t tell us what we really GRPs or TRPs alone don’t tell us what we really achieveachieve
Let’s see then how Reach - Frequency and Let’s see then how Reach - Frequency and
GRPs / TRPs are related to each otherGRPs / TRPs are related to each other
GRPs / TRPsGRPs / TRPs
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Percentage of our target universe that was exposed at Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured least once to an advertising schedule. Usually measured
over 1 or 4 week periodover 1 or 4 week period
Example:Example:
Target Universe = 1,000,000Target Universe = 1,000,000
A campaign achieves 80% reach in 1 week A campaign achieves 80% reach in 1 week
80% of the target have seen the commercial at least once 80% of the target have seen the commercial at least once
800,000 of the target have seen the commercial at least once800,000 of the target have seen the commercial at least once
Reach (Coverage)Reach (Coverage)
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Reach (Coverage)Reach (Coverage) Cont... Cont...As insertions are added to the media schedule, only the As insertions are added to the media schedule, only the audience not previously exposed to the message are added audience not previously exposed to the message are added to the reach total.to the reach total.
Thus, once a person is counted in the reach, that person is Thus, once a person is counted in the reach, that person is not counted again no matter how many times the person is not counted again no matter how many times the person is exposed.exposed.
Reach can never be greater than 100%.Reach can never be greater than 100%.
Reach (Coverage)Reach (Coverage)
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Frequency:Frequency: (also called Average Frequency or OTS) (also called Average Frequency or OTS)
The average number of times that each person is exposed to a The average number of times that each person is exposed to a brand’s advertising campaign or schedule. In the Frequency brand’s advertising campaign or schedule. In the Frequency calculation we only consider the people reached by the ad.calculation we only consider the people reached by the ad.
Example:Example:
Average Frequency of Average Frequency of 4.04.0 means that, as an average, every person means that, as an average, every person reached has seen the commercial 4 times. This is an average, which reached has seen the commercial 4 times. This is an average, which means that some people will have seen the commercial more times, means that some people will have seen the commercial more times, and some less. The average gives us a general idea of the campaign and some less. The average gives us a general idea of the campaign frequency performancefrequency performance..
FrequencyFrequency
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Media Planning Media Planning Should help achieve a marketing task…Should help achieve a marketing task…
Launch a productLaunch a product
Increase market shareIncrease market share
Effect a change in behaviourEffect a change in behaviour
Flows from Marketing StrategyFlows from Marketing Strategy
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Media PlanningMedia Planning
A series ofA series of
decisions decisions
involving theinvolving the
delivery of messagesdelivery of messages
to audiencesto audiences
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Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Key Constraints of Media Key Constraints of Media StrategyStrategy
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Zooming in on Print...Zooming in on Print...
Press terminologies & Press terminologies & conceptsconcepts
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ReadershipReadership
Average Issue readershipAverage Issue readership– A percentage / portion of the audience who A percentage / portion of the audience who
read the vehicle within the periodicity of it read the vehicle within the periodicity of it being publishedbeing published
– Also referred to as reach of vehicleAlso referred to as reach of vehicle
Sole ReadersSole Readers– A percentage / portion of the audience who A percentage / portion of the audience who
reads only a particular vehicle and nothing reads only a particular vehicle and nothing elseelse
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Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.
ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy.Total Readership = 8.5 x 58,000 = 493,000
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Media Planner’s Tool kit Media Planner’s Tool kit
TVTV– TAM – Media Express and Xpert (Optimiser)TAM – Media Express and Xpert (Optimiser)– INTAM – TV PointerINTAM – TV Pointer
PrintPrint– NRSNRS – Sesame – Sesame (A C Nielsen)(A C Nielsen)
– Press Evaluation Model (PEM) (IMRB)Press Evaluation Model (PEM) (IMRB)– GalelioGalelio (TN Sofres MODE) (TN Sofres MODE)
– IRS – Print PointerIRS – Print Pointer
Monitoring ServicesMonitoring Services– TV - ADMON TV - ADMON (Ideal Monitoring )(Ideal Monitoring )– Print – ORG MAP Print – ORG MAP (ORG MARG)(ORG MARG)
OperationsOperations– MediawareMediaware
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Media Planner’s Life cycleMedia Planner’s Life cycle
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TAM ….TAM …TAM & ONLY TAM
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Media PlanningMedia Planning
The science behind the artThe science behind the art
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Critical questions before you Critical questions before you start planning...start planning...
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1.What is the marketing/sales objective?1.What is the marketing/sales objective?2.What is the objective behind the current burst ?2.What is the objective behind the current burst ?
3.What is the role of advertising3.What is the role of advertising ? ? 4.Which are the focus markets?4.Which are the focus markets?5.What is the competitive set ?5.What is the competitive set ?
6.What is the brand's distribution status by geography, 6.What is the brand's distribution status by geography, compared to the competition & category ?compared to the competition & category ?
7.Who are we talking to ? 7.Who are we talking to ? 8.Where are current users coming from ? 8.Where are current users coming from ?
9.Where has been the maximum lapsing and why ? 9.Where has been the maximum lapsing and why ?
10.How much are the resources ? 10.How much are the resources ? 11.Are there any special considerations that we need to bear 11.Are there any special considerations that we need to bear
in mind ?in mind ? 12.Are there any creative size mandatories ? 12.Are there any creative size mandatories ?
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The Media Planning The Media Planning ProcessProcess
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The Unifying:M factor...The Unifying:M factor...
MMoney...oney...MMarketing...arketing...MMediaedia
My Kitty
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Now that I have it,Now that I have it,what do I do?what do I do?
Four key questions:Four key questions:To whomTo whomWhere (mkt & broad mix)Where (mkt & broad mix)How muchHow muchHow & When (specific)How & When (specific)
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To Whom...To Whom...
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To whom...To whom...
DemographicsDemographics– Primary vs secondaryPrimary vs secondary
PsychographicsPsychographics
MediagraphicsMediagraphics– C&S vs NC&SC&S vs NC&S
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Where - Markets...Where - Markets...
Market PrioritisationMarket Prioritisation– Salience (% contribution)Salience (% contribution)– GrowthsGrowths– Mkt wise share Mkt wise share
movements - competitive movements - competitive factorsfactors
– DistributionDistribution
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How does our audience relate How does our audience relate to his/her media environmentto his/her media environment
Where ...Where ...
Context of mediaContext of media
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The juggle...The juggle...
Arriving at the right Arriving at the right media mixmedia mix
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The three pillars of media... The three pillars of media...
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The Recipe for a Media PlanThe Recipe for a Media Plan
A closer look at the cooking...A closer look at the cooking...
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The Print Process ...The Print Process ...
Defining Objectives Evaluation of vehicles
Vehicle selection
•Quantitative
•Qualitative
Plan iterations (reach/costs)
Schedule
FINAL PLAN
Deliveries
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The Television Process ...The Television Process ...The Task
How much is enough?
Defining Objectives - Reach/Freq.
How do I get there ?
Programme selection
Budgets
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The Television Process ...The Television Process ...Plan construction
and iterations (reach/costs)
Schedule
FINAL PLAN
Pre-plan Deliveries
Monitoring Post plan deliveries
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Beyond the numbersBeyond the numbers
The “feel” aspects …The “feel” aspects …
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If you can’t convince them…If you can’t convince them……seduce them!…seduce them!
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Creative Creative Media SolutionsMedia Solutions
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Start with the consumerStart with the consumer
Not what media do to people but what people do Not what media do to people but what people do with mediawith media
How do consumers and channels of How do consumers and channels of communications interact? communications interact?
““We should understand better than anyone else We should understand better than anyone else how people consume communications”.how people consume communications”.
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Yesterday’s prevailing ruleYesterday’s prevailing rule
““If you only have a hammer, If you only have a hammer,
everything looks like a nail.”everything looks like a nail.”
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Old Thinking Based on Old Thinking Based on TwoTwo FallaciesFallacies
1.We only make ads1.We only make ads
2.The consumer is a stationary target for me to hit2.The consumer is a stationary target for me to hit
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Hit Her Here.Hit Her Here.
ConsumerConsumer
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No Response?No Response?
ConsumerConsumer
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Hit Her Harder.Hit Her Harder.
ConsumerConsumer
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But in truth, she’s not a static But in truth, she’s not a static object waiting to be hit!object waiting to be hit!
She’s always movingShe’s always moving– in process of persuading herselfin process of persuading herself– full of communication opportunitiesfull of communication opportunities– requires many different messages along the requires many different messages along the
wayway
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There are many contact points where the There are many contact points where the consumer and persuasive communication consumer and persuasive communication can intersect.can intersect.
Selling messages communicated via a variety Selling messages communicated via a variety of channels creates greater synergy andof channels creates greater synergy and
Multiplies the power of the persuasionMultiplies the power of the persuasion
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Think the boxThink the box
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In media …In media …
Leverage the existing properties of the Leverage the existing properties of the medium in a refreshing waymedium in a refreshing way
Create new opportunitiesCreate new opportunities
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Some ExamplesSome Examples
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Out of home opportunitiesOut of home opportunities
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If you can see your toes, may we suggest a wonderbra
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Push. Push. Push. Stork’s Landing
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Hello to all our readers in high office.
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American ExpressAmerican Express
In the baggage claim centre of airportsIn the baggage claim centre of airports
Anything else is excess Anything else is excess baggagebaggage
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Sony WalkmanSony Walkman
Reaffirming Reaffirming Sony Walkman's status as Sony Walkman's status as the generic productthe generic product amongst the youth amongst the youthGetting them on the streetGetting them on the street– Medium: Superlites (illuminated posters)Medium: Superlites (illuminated posters)– Becoming a talking point Becoming a talking point
'So'Sonny Sports Walkman - for people who y Sports Walkman - for people who don't just walk'don't just walk'
11% of the posters were stolen due to their cult status
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Creating a difference Creating a difference
on existing mediaon existing media
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Beyond the Internet BannerBeyond the Internet Banner
ShoshkelesShoshkeles– "floating" graphics that incorporate sound, are "floating" graphics that incorporate sound, are
not of a standard shape, and which move not of a standard shape, and which move across a Web page, instead of residing in a across a Web page, instead of residing in a fixed locationfixed location
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Adding value to the Branding IdeaAdding value to the Branding Idea
Strategic media decisions made Strategic media decisions made priorprior to to creative developmentcreative development– Early involvement with creative teamsEarly involvement with creative teams
Free Your Mind!!!Free Your Mind!!!
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BuyingBuying
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Why negotiate?Why negotiate?
You both have something to trade that will You both have something to trade that will benefit the other partybenefit the other party
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The Red-Blue GameThe Red-Blue Game
The game that sorts the “men from the boys”
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What sort of negotiator are you?What sort of negotiator are you?
AggressiveAggressive
SneakySneaky
InflexibleInflexible
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What makes a good negotiation?What makes a good negotiation?
Personal integrityPersonal integrityTrustTrustFocusFocusListeningListening
Quality relationships with the mediaQuality relationships with the media
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The ProcessThe Process
PREPARATION
PROPOSAL
DEBATE
BARGAINING
CLOSING
Con
sid
er
an
d r
e-e
valu
ate
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SharabSharab
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++
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ShababShabab
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==
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Good BuyGood Buy
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Remember !!!Remember !!!
Listen ,Learn & Incorporate
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TrustTrust
Honesty
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Immerse myself in their business
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Spend more time understanding Spend more time understanding their structuretheir structure
& processes
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Take the initiativeTake the initiative
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Get rid of the smoke & the Get rid of the smoke & the mirrorsmirrors
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Remember that whilst I spend Remember that whilst I spend
100% of my time on media,100% of my time on media,
my client spends approx. 2% my client spends approx. 2%
of their time on mediaof their time on media
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Present aPresent a
solution to solution to
every every
problemproblem
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Suggest better faster, effective Suggest better faster, effective ways of doing things without ways of doing things without
being askedbeing asked
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Understand that they are Understand that they are
being approached by other being approached by other
agencies all the timeagencies all the time
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Don’t get paranoid!Don’t get paranoid!
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Leave the business in good Leave the business in good shape for the next personshape for the next person
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Keep excellent historical recordsKeep excellent historical records
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Sell the agency at Sell the agency at
every opportunity !every opportunity !
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Start a pitch team….Start a pitch team….
Red hot reasons why they should stay with your team
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CommunicationCommunication
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Listen better !!Listen better !!
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Keep them informedKeep them informed
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Ask your client….what do you Ask your client….what do you think ?think ?
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Tell them the good news Tell them the good news quickly……quickly……
And the bad news even quicker
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My fabulous, creative, My fabulous, creative,
insightful, “Blood, insightful, “Blood,
sweat & tears” work sweat & tears” work
may not always be may not always be
acceptedaccepted
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Identify the quick way to get a Identify the quick way to get a response in my absenceresponse in my absence
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Practice good judgmentPractice good judgment
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Think about the next questionThink about the next question
I’m likely to be askedI’m likely to be asked
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““Why are you unavailable if you Why are you unavailable if you only work on my business?”only work on my business?”
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Remember my client is probably related Remember my client is probably related to someone in the industryto someone in the industry
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Every detail is Every detail is importantimportant Set realistic deadlinesSet realistic deadlines
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Be punctual & beBe punctual & be prepared for the meetings prepared for the meetings
Remember their birthdaysRemember their birthdays
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Cash on the three F’s FormulaCash on the three F’s Formula
Free FoodFree Food
Freed BoozeFreed Booze
Free Gifts & TripsFree Gifts & Trips
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Career PropositionCareer Proposition
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Opportunities in the Opportunities in the Cluster!!!Cluster!!!
Conventional Planning Unconventional Planning
TV Below the LineRadio Print
Outdoors Cinema Brand placement in Movies
Events/Sports Retail (Malls)Trade activation
InternetBrand Association
In Fairs/MelasMultiplex Activation
What is your fit!!!!!
Research
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No Guts… No StoryNo Guts… No Story
No Balls… No Glory!No Balls… No Glory!
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If you’re not aroused … If you’re not aroused … you never will be!you never will be!
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Thank YouThank You