WELCOME! Choose the Right Marketing Channels to Reach Your Target Customers Th u r s d a y, J u ly 9 , 2 0 2 0
Heather Dalton, Partner m5 Marketing Communications ● Heather Dalton is a partner with m5 Marketing Communications, the largest full service marketing agency in Atlantic Canada. ● She oversees the strategic planning, media and technology divisions of m5. ● Heather has over 20 years of experience working with destination marketing organizations, attractions and tourism-based businesses throughout the region. ● She works with m5’s client roster to develop modern, integrated programming that drives performance. 2
Media Landscape Choose the Right Marketing Channels to Reach Your Target Customers July 9, 2020 m5 marketing communications
Agenda
Agenda 1 2 3 4 5 MEDIA MEDIA GETTING CAMPAIGN Q&A CONSIDERATIONS STARTED CONSUMPTION PERFORMANCE Key Considerations: Some Where do consumers spend Deeper dive into media Drivers of performance questions to ask first their time options: online and offline
FPO Getting Started PO 6
What a are y you our obj objective ves? s? Cam Campai paign n Obje bjecti tives Awaren enes ess Perf rforma ormance Targeted Tactics / Conversions Reach Tactics Impressions Remarketing (Actions) 7
Wher ere i e is the a e aud udienc ence e in t n the e funnel funnel? AWARENESS CONSIDERATION EVALUATION DECISION RETENTION & WOM 8
Who ho is is t the he your t r targ rget a audie ience ce? 9
Who ho is is t the he your t r targ rget a audie ience ce? ● Age 01 ● Gender Demog mogra raphic ● Education ● Income ● Provincial 02 Geograph Ge aphic ● Regional or City ● Precision / Location Based ● Families 03 ● Mature Lifes estage ge ● Young no Kids ● Middle Age no Kids at Home ● Interests 04 Psyc ychog ogra raphic ● Behaviour ● Experiential 10
What i is y s you our bu budge get? VS Integrated Campaigns: Online, Offline, Digital Focus: Content Marketing Online Media 11
Wha hat is is y your r tim imelin ine? Right Next Next Now Season Year 12
Media Consumption
Time S me Spent ent Per Per W Week eek (Source rce: Viv ivid idata, , Atlan antic C Can anad ada A a A25-64 64, S , Sprin ring 2020) Mag agaz azine Onl nline ne Mobile Mob le Soc ocial Me l Media Hours per week Hours per week Hours per week Hours per week Atl tlanti tic 1 1 Atl tlanti tic 2 24 Atl tlanti tic 14 14 Atl tlanti tic 13 13 Canada 1 Canada 24 Canada 14 Canada 12 TV TV Rad adio Newspa spape per Hours per week Hours per week Hours per week Atl tlanti tic 2 21 Atl tlanti tic 9 9 Atl tlanti tic 0 0 Canada 21 Canada 8 Canada 1 14
Time S me Spent ent Per Per W Week eek (Source rce: Viv ivid idata, , Atl tlanti tic Ca Canada A A18 18-34 34, S , Sprin ring 2020) Mag agaz azine Onl nline ne Mob Mobile le Soc ocial Me l Media Hours per week Hours per week Hours per week Hours per week 1 28 28 20 20 17 17 Atlantic 24, Canada 24 Atlantic 14, Canada 14 Atlantic 13, Canada 12 Atlantic 1, Canada 1 TV TV Rad adio Newspa spape per Hours per week Hours per week Hours per week 19 19 8 0 Atlantic 21, Canada 21 Atlantic 9, Canada 8 Atlantic 0, Canada 1 15
Me Media C Con onsu sumpt ption on - Di Digi gital Of digital time spent is with social media (A25-64). 61% 61 Of digital time spent is via mobile device (A25-64). 57% 57% Of mobile time is spent in apps; social media (FB/Insta) 80 80 and YouTube in particular. % Video viewing, led by mobile, had the highest growth rate in digital time spent in past year. 16 Source: Vividata Spring 2020, comscore media metrix
Social M Med edia Penet Penetration n Cana nada Facebook YouTube Instagram Pinterest Twitter Snapchat LinkedIn Reddit TikTok WeChat 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 17 Source: Social Network Usage by Brand in Canada 2020
Fa Facebook book & I Inst stagr gram - Marit ritim imes 18 Source: Facebook
Online Tactics 19
Paid id S Socia cial Engageme Eng ment nt Drive channel Traffi ffic 04 chatter and commentary Drive clicks to site through relevant through image ads. content. . 01 03 Video deo Acq Acquis isit itio ion Drive video views based on thru Grow organic base plays or at least :15. 02 of friends and Short format followers. recommended. 20
Vi Video Dig igit ital Vid Video Pre re Rol oll YouT uTub ube For Formats: Pr Premi mium um Shor ort For Format: :06 non • Targ rgetin ing: Inve ventor ory: • : 15 typical skippable; CPM Audience • • Expensive length Longer forms • Sequential • CPM Inventory • use CPV with Remarketing • Non limited for • view being at Skippable longer formats least :30 21
Di Digi gital B l Buying Digital tal D Displ play ay Dire rect B Buy y Go Google D Displ play ay Cost E Co t Efficient: t: Targ rgetin ing: Pr Premi mium um Awaren Aw enes ess: Bought based Drives • • Impression Inve ventor ory: • on CPC performance based buy Site specific; • • Drives site through audience High CPM local news and • traffic BUT targeting and Good visibility weather • higher bounce remarketing and controlled Quality traffic; • rate High number of • placement more likely to Placement not mobile • convert controlled impressions 22
Search rch Engin ine M Mark rketin ing ● Low funnel tactic targeting the lowest hanging fruit. ● Most effective in generating performance including sign ups and bookings. ● Generally a 365 / Always On tactic with budgets fluctuating based on keyword demand. ● Tends to be a smaller budget than other tactics as narrow targeting. ● Needs to be constantly optimized towards performance with regular adjustments to budgets and pacing. ● Best practices and ad structure change often so need to be up to date. 23
Offline Tactics 24
Tele levi visi sion on C Con onsi sideration ons Pros ros Cons Influential, drives brand lift and search Full motion video production is traffic. expensive and often cost prohibitive. Combines imagery with sound. Cannot be targeted by region or city; provincial only. Cost efficient provincial tactic; short Inventory availability can be a formats are available. challenge if not bought in advance. Can be audience targeted through selective stations and programming. Stations can produce creative at minimal cost. 25
Radio C o Con onsi sideration ons Pros ros Cons Can be geo targeted to city and Expensive to buy provincially. region. Can be audience targeted by choosing Fragmented listenership in major the right station format. markets thus costly to achieve sufficient reach and frequency. Can be station produced at no cost. 26
Out ut of H f Home C me Cons nsider erations ns Pros ros Cons Low cost on an impression / cost per Available in major centres / cities only. thousand basis. Non-interrupted in a fragmented Messaging is limited as confined to landscape. small space and needs large font for visibility. Digital boards are placed in locations Paper products suffer damage at with highest traffic counts. times due to poor weather. Various creative types for both billboards and transit. Artwork flexibility as can run various creatives on digital boards. 27
Prin rint C Consid idera ratio ions Pros ros Cons Subscription based so more likely to Community papers are not currently consume. publishing so limited to major centres only. Effective for reaching A55+. Circulation numbers have drastically decreased over the past 5 years. Credible, trustworthy news source. Limited targeting capabilities. Newsprint ads appear in the digital Expensive on a per thousand basis. editions which have high subscription rates. 28
Campaign Performance 29
What c con ontribu butes t s to su o success? ss? Clearly Defined KPIs 30
Ty Typica ical K KPIs Onl nline ne Cam Campai paigns ns Offline ne Cam Campai paigns ns Impressions Total Audience / % Reach Clicks to site; Click through rate GRPs (Gross rating points) Conversions Frequency Website Analytics: Readership; Circulation ● Time on site ● Bounce rate ● Unique visitors; Return rate Video Views; View Rate Cost per thousand (CPM); Cost per rating point (CPP) Social Media Engagement Market research / Awareness surveys Cost per click (CPC); Cost per view (CPV); Cost per Conversion 31
Rep Reporting ng ● Setup Google Analytics ● End of campaign performance reports help to identify key learnings and recommendations for future campaigns. ● Result dashboards can be created quite simply in Google Data Studio and provide real time performance snapshot. ● Easy to use tools are available to pull social media results into the dashboard so all data is displayed in one place. 32
Me Messa ssagi ging Advertising Website MEDIA Messaging Content 33
Q&A Q& 34
Follow-up Information – Radio Rankings 35
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