tmk.edu communications planning: june 2015

COMMUNICATIONS PLANNING: WHAT IT IS AND WHY ITS IMPORTANT

JUNE 24, 2015

Friday, August 28, 15

2

What we’ll talk about

• WHAT IS COMMS PLANNING?

• PROCESS DEFINED

• LIVE EXAMPLES

• SUMMARY


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LOTS OF NAMES FOR IT...

TitleInsertion Date:FP4C Cost:Circulation:

Media PlanningEngagement Planning

Communications Planning

Contact PlanMedia Strategy

Channel Planning


4

BUT WHAT IS COMMUNICATIONS PLANNING?


“Communication planning is the art and science of reaching target audiences

using marketing communication channels such as advertising, public

relations, experiences or direct mail for example. It is concerned with deciding

who to target, when, with what message and how”


http://en.wikipedia.org/wiki/Art

http://en.wikipedia.org/wiki/Art

http://en.wikipedia.org/wiki/Science

http://en.wikipedia.org/wiki/Science

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations




http://en.wikipedia.org/wiki/Direct_mail

http://en.wikipedia.org/wiki/Direct_mail

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MORE SIMPLY DEFINED...

Reaching the right AUDIENCE...


...With the right MESSAGE...

...At the right TIME!


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UNIFIED STRATEGY IN A CHAOTIC WORLD


Comms planning helps us...✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan✓Ensure consistency across all media and communications✓Outlines clear outcomes and expectations

...When there’s so much to consider


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UNIFIED STRATEGY IN A CHAOTIC WORLD


Comms planning helps us...✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan✓Ensure consistency across all media and communications✓Outlines clear outcomes and expectations

...When there’s so much to consider


8

COMMUNICATIONS PLANNING CYCLE


Brand Immersion:

Understand the Brand, the

business and the target.

Determine goals and campaign

parameters

Strategy Development:

Map out strategic framework across

all channels, include POEM.

Find the BIG IDEA.

Tactics Planning:

Define channel roles, budget allocations, develop media plan

Implementation:

Implement, execute and monitor media

plan

Evaluation:

Analyze campaign performance,

gather insights and learnings


9

COMMUNICATIONS PLANNING CYCLE


Brand Immersion:

Understand the Brand, the

business and the target.

Determine goals and campaign

parameters

Strategy Development:

Map out strategic framework across

all channels, include POEM

Tactics Planning:

Define channel roles, budget allocations, develop media plan

Implementation:

Implement, execute and monitor media

plan

Evaluation:

Analyze campaign performance,

gather insights and learnings


10

BRAND IMMERSION...FIRST STEPS, KNOW YOUR CLIENT

Deep dive into brand’s business and campaign nuances. Ask questions, get clarity.


Understand the client and their business via desk research & client provided materials

Client briefs provide info on background, campaign objectives, target market, budget, etc


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BRAND IMMERSION: ALL THE TEAM PLAYERS


All looking to help client

achieve objectives

and

Media Planning Agency

Media Buying Agency

Social Media AgencyCreative Agency

Events Marketing Agency

Public Relations Agency

CRM Agency

SEO Agency

In house media department

Mobile Marketing Agency

Branding Firm

Content Marketing Agency


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BRAND IMMERSION: COMPETITIVE & CATEGORY KNOWLEDGE

Conduct a full market landscape analysis to understand what other brands are doing in media and how to best compete and stand out in the market space


Quantitative Analysis:What are competitors spending? How are they spending?

Qualitative Analysis:What are the communications platforms? What trends do we see?


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BRAND IMMERSION: TARGET INSIGHTS


Understand the target- who it is, what they like, how they live and how they interact with brands and media. Target insights can help map out the consumer journey through media, which helps inform media touchpoints


14

BRAND IMMERSION: UNDERSTAND CAMPAIGN GOALS & LIMITATIONS

✓ Awareness?✓ Brand lift?✓Revenue?✓Acquisition?✓Everything????

What does your client want to achieve? And what might make that difficult??

✓Budget restrictions✓Cluttered marketplace/seasonality✓Brand hurdles


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STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER


Target Insights

Marketplace & Industry Trends

Agency Partner Insights/Ideas (e.g. message or comms

platform)

Campaign Goals

Obstacles to overcome


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STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER

The media strategy or communications strategy combines all insights to identify the “big idea”, optimal touch points or platforms for the campaign


Target Insights

Marketplace & Industry Trends

Obstacles to overcome

Agency Partner Insights/Ideas (e.g. message or

comms platform)

Campaign Goals


Owned Media:Brand’s own content (website,

social platforms, etc)

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STRATEGIC DEVELOPMENT- NOT ALL ABOUT PAID MEDIA

Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands have many options and outlets to communicate with their target


Paid Media:Traditional Advertising across

any channelEarned Media:

Blogs, PR, Press, Shares, etc


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STRATEGIC DEVELOPMENT- PAID_OWNED_EARNED MEDIA

While we specialize in paid media, our jobs as planners is to consider how all media works together


The importance of POEM:

✓Stretches budget ✓Opens up more opportunities for visibility and engagement✓Creates the most cohesive marketing programs


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STRATEGIC DEVELOPMENT- DEVELOPING A STRATEGIC FILTER

Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the communications strategy:

✓Does this achieve campaign objective?

✓Does this communicate our message?

✓Are we effectively and efficiently achieving our objective?

✓Are we speaking to our target? At the right time? In the right places?

✓Does this leverage all other existing brand efforts?



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AND USE AS MANY RESOURCES AS POSSIBLE

Syndicated ResearchMRISimmons ComscoreFusionKantarMOAT Pro


Business IntelligenceeMarketerIconoculturePEWForresterStatistica

Desktop ResearchGoogle searches are you best friends

Social AuditingSysmosFacebookTwitterInstagram

Comms Planning ToolsPointlogicNielsen R/F

In-Person ImmersionInterviewsFocus GroupsProduct Trials/Visits

Client MaterialsBriefsSales historyWebsiteCorporate ReportsTarget/Focus Groups output


LETS WALK THROUGH SOME LIVE EXAMPLES


FALL FOR FASHION- FALL 2014

MULTI OBJECTIVE PLANNING EXAMPLE


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FALL CAMPAIGN GOALS


What are our goals?

✓Driving new customers to the brand, ultimately customer acquisition

✓Build brand relevancy, shifting perception through engagement

✓Explore new media buying strategies that compliment existing Lane Bryant strategies

✓Demonstrate media impact, understand engagement metrics beyond ROI

✓Understand how we can scale and augment Fall efforts for Spring

✓Reporting against clearly defined KPIs short term; defining a new reporting system long term


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FOCUSING FALL EFFORTS

With $1.5MM budget, we need to focus budgets and complement on-going Lane Bryant media efforts


On going Lane Bryant paid media efforts: Drive ROI with ower funnel tactics

✓Retargeting✓Reactivation✓Prospecting (via Datalogix)✓Limited Mobile for Customer Reactivation✓Limited Paid Social for Fan Acquisition✓Paid Search

Lane Bryant Fall Focus: Expand audience base with acquisition

✓Prospecting (via contextual & search retargeting; social)✓Video✓Publisher Partnerships✓Mobile for Customer Acquisition✓Retargeting✓Reactivation✓Prospecting (via Datalogix)✓Limited Mobile for Customer Reactivation✓Limited Paid Social for Fan Acquisition✓Paid Search


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ACHIEVING OUR OBJECTIVES: FULL FALL PERIODNumerous digital tactics need to be employed to effectively achieve our objectives:


*Specific spend not broken out for social from $1.5MM, incorporated in prospecting

• Reposition Lane Bryant brand as a credible fashion destination

• Drive new customer acquisition, including a younger demographic

• Demonstrate media impact on customer reactivation

Publisher Content Partnerships:

$635K

Video: $350K

Mobile:$50K

Prospecting via Contextual:

$415K

Paid Search:$3.3MM

Paid Social*: $40K

Datalogix Display:$300K

Mobile:$391K

• Bought/planned by TMK • Bought/planned by LB

• Demonstrate media impact on customer retention

Affiliates:$165K

Email Marketing:

$612K

Direct Marketing:$9.25MM

Retargeting:$188K

EDO:$300K


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LANE BRYANT FALL ’14: CONTENT

CUSTOM CONTENT TO SHIFT BRAND PERCEPTION OF LANE BRYANT


27

LANE BRYANT FALL ’14: RESULTS

+

$7.3 ROASWITH

$11M

IN REVENUE

SUPPORTING HIGHIMPACT MEDIA, VIDEO

AND TARGETED DISPLAY

CUSTOM ALIGNMENT WITH

17% BRAND LIFT


#IMNOANGEL

PAID, OWNED, EARNED & BIG IDEA EXAMPLE


SPRING OVERVIEW

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THE ASKRecommended channel strategy for launch of Cacique campaign

MARKETING OBJECTIVES*‣ Build awareness of the Cacique brand as gateway for Lane Bryant‣ Acquire new customers‣ Re-engage prior Lane Bryant shoppers‣ Shift Lane Bryant brand perception‣ Drive increased purchase intent and sales for Cacique & Lane Bryant

BUDGET$5MM

*Per client brief

THE IDEAStart a movement with

#ImNoAngel}Friday, August 28, 15

THE IDEA

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we need to go big and be disruptive.


COLLABORATION

31

Earned

Paid

Owned

#ImNoAngel requires tight collaboration

This plan took... 2 media days, 2, 4 hr all agency in person brainstorms, weekly status calls, in person

creative kick offs & brainstormsFriday, August 28, 15

HIGHEST IMPACT AT LAUNCH

32Friday, August 28, 15

SOCIAL PRESENCE AT THE CENTER

33

We will launch #ImNoAngel with a clear POV

Influencers are key:celebrities, bloggers, sales associates and consumers

Consumers will participate in #ImNoAngel


#IMNOANGEL SOCIAL OPPORTUNITY

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PAID OWNED EARNED

Publisher sponsored posts. Promoted posts can link to FB page or #ImNoAngel landing

page

Heavily feature #ImNoAngel content to ensure there is continuity with messaging

Call followers to Share Their Sexy (i.e. a shimmy video)

Publisher sponsored Instagrams or Native Ads

Post campaign and product imagery; regram user generated content

Call followers to Share Their Sexy (i.e. a shimmy video)

Publisher sponsored Tweets or Sponsored Tweets

Create a conversation about Sexiness - consider having a live tweet convo with a

guest tweeterFoster conversation around body image and

the message behind every kind of sexy

Partners who enable pinning from ads (Triplelift) or activate Pinterest Influencers

(Hello Society)Create boards featuring a combination of

product, campaign imagery, and UGCEncourage pinning of product and campaign

imagery through incentives

Consider sponsored tumblr posts if a tumblr is created for the campaign

Feature “Team Cacique’s” stories on the tumblr

Call followers to share a story about their kind of sexy to be reblogged on the tumblr

page


COMMUNITY

CELEBRITIES

BLOGGERS

INFLUENCER ACTIVATION

35

BRAND

Contract celebrities to endorse the campaign

PAID MEDIA SOCIAL PR

Activate select celebrities through WhoSay

Start conversations with celebrities on social media

‣Reach out about the campaign before launch to encourage participation‣Invite top celebs to press events

‣Work with PR to provide product‣Feature blogger content on-site‣Ask bloggers go submit shimmy, etc

Negotiate intensive blogger partnerships for content

‣Leverage existing relationships to create social chatter ‣Feature blogger content

Seed bloggers with product and messaging to encourage

they Share Their Sexy

‣Store & Site to feature CTA & UGC ‣Encourage associates to participate & spread the word

‣Strong CTAs in creative‣Create incentives with publisher partners

‣Highlight UGC

‣Start conversations on socialEnsure that press releases include CTA

In order to spark a movement, we must activate three tiers of influencers prior to and at launch. These activations can be accomplished through multiple disciplines, but require tight collaboration to avoid overlap and create a cohesive story:


MISSION CONTROL

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real time content distribution

react in real time

real time optimization


STARTING A MOVEMENT

37

We need a catalyst to start a movement around #ImNoAngel.

We need a buzz worthy stunt to get everyone talking.

Adidas Shoebox Pop-up ShopGossip Girl Tune-in


Content Seeding & Distribution

SUPPORTING THE DISRUPTION

38

ReachReach Engagement

Amplification

Content SeedingContent Partnerships

High impact digital

Paid Social

Programmatic TVOnline Video

Scaleable OOH


A UNIFIED COMMUNICATION PLAN

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RoleDisruptive

Consumer Reaction

Visible

Social

Emotional & Personal

Product

“Did you see what Lane Bryant is doing?!”

“I can’t believe they did that!”

“I love this campaign. Cacique gets

“I’d feel sexy in this bra”

“I want to show off my kind of sexy”


PRELIMINARY PAID MEDIA FRAMEWORK

40

VIDEO SPOT DISTRIBUTIONto showcase message at scale

HIGH IMPACT OOHto make a statement

DISRUPTIVE DIGITALlarge scale take-overs for national reach

45%

40%

15%

CHANNEL % OF BUDGET

For the biggest disruption, the splashiest and highest impact media should launch at the

same time

TIMING


STRATEGIC TIMING

41

OOH media requires long

production lead times- campaign launch date must account for this

Production

Launch of campaign should be determined by key factors:

A communications platform like Every

Kind of Sexy calls for highly collaborative

efforts and fully developed program

AlignmentIn absence of a

cultural or seasonal tie-in we can launch during a period with minimal clutter to let #ImNoAngel shine

Seasonality

Considered launch: Early April

Everything must launch together. We have one shot to launch big.


GOING IN WITH A BOOM

42

Media will be flighted strategically, teasing first with social outreach, launching with high impact, and sustaining momentum with standard media and content

TEASE LAUNCH RUN SUSTAIN4/3 5/31

Influencer Activations

OOH

Digital

Social

Amplification (TBD based on press)

Video


‣ How widely is #ImNoAngel used?

‣ Did we drive a lift in-store traffic and sales?

‣ Did we drive more web traffic?

‣ Did we shift brand perception and purchase intent for Cacique & Lane Bryant?

‣ Did we shift social sentiment for Cacique & Lane Bryant?

KPIS

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#IMNOANGEL USAGE

TRAFFIC LIFT

SALES LIFT

BRAND PERCEPTION LIFT

SOCIAL SENTIMENT


HOW WE GOT HERE

44

The development and execution of this plan required...

2 media days

2, 4 hr all agency in person brainstorms

Weekly all agency status calls

Mulitple in person creative kick offs & brainstorms

4 client presentations

Countless emails and one off conversations with our creative agency


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#IMNOANGEL SUCCESS

High Impact Disruption across TV, OOH, Digital & Social with a 9.9 iSpot TV ad effectiveness rating

12.6 Billion media impressions in 3 weeks

Over 20K additional Facebook fans in just 3 Days

126K social actions from paid influencer media in first week of campaign

2 days trending on Facebook

1 very angry and threatening NYC Councilman


MA

Y 27

TH, 2

015


THE ASSIGNMENT


THE JBL CORDFAIL ASSIGNMENT

48

Media activation recommendation for JBL CordfailTo support the launch of

JBL E40 and Reflect headphones during the

2015 holiday period

Provide strategic spending

recommendationRecommended media

spend in the US, Germany, Netherlands, and France

Recommended breakout of spend by media type

Discuss KPIs and measurement

For each activation pillar, recommend specific

measures for tracking performance and success

[+] [+] [+]


WHAT WE DID TO PREPARE

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• Iconoculture• eMarketer• Forrester• PEW• comScore• SDL• Media & Marketing Trades• Media Partner Research

• Kantar • Monitor Plus• MOAT

• Simmons Connect • Comscore Fusion

• Consumer Interviews• Ideation Sessions• Discussions with top music platforms

• Sysmos• Amazon Product Reviews• Audio & Music Blog/Sites• Tech Trades• In-store experience• Product experience

• Point Logic• CIA Factbook• IndexMundi• Global Economic & Financial

Research

CATEGORY IMMERSION

GLOBAL MEDIA MIX ANALYSIS

BUSINESS INTELLIGENCE

COMPETITIVE ANALYSIS

TARGET ANALYSIS

PRIMARY RESEARCH


OUR APPROACH

50

I. BRAND IMMERSION

II. STRATEGIC DEVELOPMENT

III.PLAN DEVELOPMENT

ATTACKING THE ASSIGNMENT

MEDIA CONSUMPTION ANALYSIS

GLOBAL MEDIA OPPORTUNITIES

COMPETITIVE

TARGET AUDIENCE ANALYSIS

CHANNEL PLANNING

BUDGET ALLOCATIONS


THE NUMBERS SPEAK FOR THEMSELVES

51Source: Headphone Spend, Nielsen Monitor Plus; Kantar

2014HEADPHONE MEDIA SPEND

GERMANY NETHERLANDS US

$535K $1.1MM $7.2MM

$10.9MM - $68.6MM

$7.4MM $2MM $27.3MM

$47K - -


WE’RE BEING OUTSPENT IN THE MEDIA THAT MATTERS MOST

52

GERMANY

BRAND TV DIGITAL OOH PRINT

Beats 54.00% 57.00% 57.00% 78.00%

Bose 44.00% 42.00% 43.00% 12.00%

JBL 2.00% - - 9.00%

Sony - 1.00% - 1.00%

Beats - - - -

Bose 68.00% 100.00% - -

JBL 32.00% - 100.00% 100.00%

Sony - - - -

Beats 73.00% 71.00% - 4.00%

Bose 19.00% 25.00% - 96.00%

JBL 8.00% 4.00% - -

Sony - - - -

NETHERLANDS

USA

SOV BY CHANNEL - FULL YEAR 2014


OUTSPENT IN THE CATEGORY

53

FOR EVERY DOLLAR JBL SPENDS,

BEATS SPENDS $9.

Source: Nielsen Monitor Plus; Kantar


AND OUT-TALKED ABOUT

54

FOR EVERY JBL HEADPHONE MENTION

THERE WERE10 BOSE

HEADPHONEMENTIONS

THERE WERE216 BEATS

HEADPHONEMENTIONS

Source: Sysmos US


BUT THE WIRELESS CONVERSATIONIS STILL NASCENT

55


US

56

Average Customer Review

ALL HEADPHONES

Average Customer Review

CORDLESS

Average Customer Review Average Customer Review Average Customer Review

Average Customer Review Average Customer Review Average Customer Review

7% 15% 8% 7%WIRELESSMAKES UP:

Source: amazon.com

48,500 752 100 1,024

2,844 119 8 77


http://amazon.com

http://amazon.com

FRANCE

57

Moyenne des commentaires client

ALL HEADPHONES

Moyenne des commentaires client

BLUETOOTH

Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client

Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client


Source: amazon.com

12,390 320 148 139

612 70 52 26


http://amazon.com

http://amazon.com

GERMANY

58

Durchschn. Kundenrezension

ALL HEADPHONES

Durchschn. Kundenrezension

BLUETOOTH

Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension

Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension


Source: amazon.com

24,464 276 130 236

1,787 12 4 44


http://amazon.com

http://amazon.com

WIRELESS’ ABILITY TO REDEFINE HEADPHONES

59

“PORTABLE BLUETOOTH HEADPHONES REPRESENT THE

NEXT EVOLUTION IN HEADPHONE TECHNOLOGY”

CNET, 2015

Source: CNET, Future Source Consulting 2015

THE WIRELESS CATEGORY IS FORECASTED

TO INCREASE...ACCOUNTING FOR

21% OF WORLDWIDE SHIPMENTS BY 2018


60

WIRELESS REPRESENTS A TREMENDOUS OPPORTUNITY BUT IT REQUIRES FOCUS.


BOSE IS THE NOISE CANCELLATION BRAND

61


BEATS BY DRE IS THE CELEBRITY BRAND

62


63

JBL HAS ALWAYS BEEN ABOUT SOUND QUALITY.


64

AND NOW, EXPERIENCING MUSIC


65

EXPERIENCE MUSIC.EVERYWHERE.EVERY PLACE.ALL THE TIME.


AUDIENCEINSIGHTS


THE JBL USER

67Source: Client Brief

Passionate, 18-34 year-old impulsive

experience-seekers, constantly on the go.

They are busy, spontaneous and fun.

MUSIC IS WITH THEM EVERYWHERE.


JBL TARGET DEFINITION

68

18-34 YEARS OLD

Source: Simmons NCS Fall 2014

AGREE A LOT Music is an

important part of my life

AGREE A LOT I often do things

spur of the moment

ORI like to pursue a

life of challenge, novelty and change

[+][+]

[+] US

30MM

PROJECTED AUDIENCE SIZE

FRA6.2MM

GER7.3MM

NED0.8MM


MEDIA ROLES IN THEIR LIVES

69

DESKTOPUtilitarian Aide

OOH Experiential Tool

SOCIAL Connection Platform

MAGAZINES Dwindling Inspiration

MOBILE Primary Source of

Entertainment & Discovery

TV Background Noise

Source: Simmons NCS Fall 2014


MOBILE IS AT THE CENTER OF THEIR WORLD

70

Entertainment

Social life

Access to news

Personal Banking

Shopping

Job hunting

Dating Travel

Creativity

Personal Expression

Music

80% OF MILLENNIALS REACH FOR THEIR

PHONE AS SOON AS THEY WAKE UP.

THEY INTERACT WITH THEIR MOBILE DEVICE

150X A DAY

Source:SDL Understanding the Global Millennial, Mary Meeker Internet Trends


APP-DRIVEN COMMUNITY

71

MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB

700

600

500

400

300

200

100

0

Desktop web Mobile app Mobile web

US TIME SPENT ONLINE(IN MINUTES)

Sources: Comscore Media Metrics

JUNE 2013 JUNE 2014


CENTERED AROUND MUSIC

72Sources PandoDaily.com

TIME SPENT IN

MUSIC APPS SURGED

79% IN 2014

4.2 BILLION TRACKS PUSHED TO FACEBOOK IN

Q4 2014


http://PandoDaily.com

http://PandoDaily.com

TOP APPS ARE SOCIAL AND MUSIC ORIENTED

73

UNITED STATES 8 1 3 6 2 5 4 12

Source: App Annie 2014

TOPAPPS BY COUNTRY

NETHERLANDS 2 4 7 6 17 8 13N/A

FRANCE 5 7 11 13 12 6 14N/A

GERMANY 5 2 8 3 4 7N/A 12


SEEKING BRAND EXPERIENCES

74Sources: Forbes, “Relationship Marketing & Millennial”; AdWeek “4 Things you need to know when marketing to Millennial”; Millennial Marketing;

"THE FAN WANTS TO SEE WHY THE BRANDS

ARE THERE. THEY WANT TO FEEL LIKE THE BRAND

IS BRINGING SOMETHING MORE

THAN MARKETING TO THEM."

Kevin Lyman, Warped Tour Founder

ALMOST 75% OF MUSIC STREAMERS LEAN TOWARD BRANDS THAT ENGAGE THEM

THROUGH MUSIC GIVEAWAYS, SWEEPSTAKES, AND SPONSORSHIPS

48% OF MILLENNIALS CLAIM THAT LOYALTY TO A BRAND DEPENDS ON THE TYPE OF

EXPERIENCES THAT BRANDS CREATE FOR THEM


ESPECIALLY WITH MUSIC

75

25%In purchase rate in millennial

fans after sponsoring a concert

of millennials will try a brand or product that sponsors a music event for an artist or group they like

Sources:The Infinite Dial 2014; Spotify Brand Impact Study

1/4


COMMUNICATIONSAPPROACH


JBL OPPORTUNITY

77

MOBILEAPPS MUSIC

EXPERIENCES


`

CHALLENGE

78

TWO PRODUCTS WITH DIFFERING USAGE

STREET/STYLE SPORT

MUSIC

SYNCHROSE40BT

SYNCHROSREFLECTSO

CIA

LPH

YSICAL

ON-THE-GOUNPLUGGED

LIFE

NEED TO ENGAGE WITH USERS AT THE POINT THAT YOUR PRODUCT IS

MOST COMPELLING


THE OLD FUNNEL NO LONGER APPLIES

79

AWARENESST.V., PRINT

CONSIDERATIONASK A FAMILY MEMBER

PURCHASEIN-STORE

FAMILIARITYMAGAZINES, NEWSPAPERS

NEW WORLD


MOBILE NOW WORKS ACROSS THE ENTIRE FUNNEL

80

Purchase

AwarenessConsideration

ADVOCACYPurchase

AwarenessConsideration

AwarenessAdvocacy


(MOBILE APPS + MUSIC + EXPERIENCES) X BEHAVIOR

81


BRINGING THE PLAN TO LIFE


Source: comScore

DIGITAL PLAN REACHES

55% OF A18-34 IN THE US WITH A 3X

FREQUENCY


REACHED 35% OF 18-34-YEAR-OLDS

ONLINE, 1.6X ON AVERAGE

REACHED 16% OF 18-34-YEAR-OLDS ONLINE, WITH A

FREQUENCY OF 1.6

BEATS & BOSE ONLINE DELIVERY

84Source: Kantar Media Mix, Nov-Dec 2014, headphones only; Comscore Plan Matrix, November 2014

DURING THE 2014 US HOLIDAY SEASON:


JBL WIRELESS PLAN INCLUDES SCALEABLE GLOBAL MOBILE PROGRAMS

85

Facebook

Spotify Snapchat

AWARENESSFAMILIARITYCONSIDERATION PURCHASE

TAPPING INTO GLOBAL SOCIAL APPS & SITESTO PUSH THE USER TO:

Daily BurnInstagram

Chrome


GLOBAL COVERAGE

86

MOBILE PARTNER

COVERAGE OF 18-34-YEAR-OLDS IN GERMANY, FRANCE, NETHERLANDS AND US

97.00%

52.00%

48%*

44.00%

33.00%

Our partners reach

100% OF THE 99.1MM 18-34-YEAR-OLDS

across the four markets, with almost 100% reach across

Facebook alone

71% of 18-29-year-olds in the US are active Snapchat users

*based on US only audience numbers;. Snapchat global user numbers not available yetSource: Media partner reported audience numbers


OUR RECOMMENDED PLAN DELIVERS

87

SCALABLE GLOBALLY

CONNECTS WITH CORE AUDIENCE

POSITIONS JBL AS MODERN AND RELEVANT


MEDIA’S PRIMARY ROLE IN THE PURCHASE JOURNEY88

AWARENESS

FAMILIARITY

PURCHASE

CONSIDERATION


RECAP!


SOME LAST REMARKS AND TIPS FOR COMMUNICATIONS PLANNING

91

• EVERY CAMPAIGN WILL BE DIFFERENT BUT THE IMMERSION WILL ALWAYS BE NECESSARY. YOU NEED TO KNOW THE BRAND.

• PLAY NICE WITH AGENCY PARTNERS. A BIG COMMUNICATIONS IDEA CAN’T WORK ON PAID MEDIA ALONE.

• ONE CAMPAIGN CAN’T DO IT ALL. BE CLEAR AND UPFRONT [TO CLIENTS] ABOUT CAMPAIGN GOALS AND REALISTIC DELIVERIES

• HAVE FUN AT THIS STAGE AND BE CREATIVE


THANK YOU
