Finding the Right Media Mix. FAPSC 2012
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⏐ Introduction “A (marketing) executive is a mixer of ingredients, who sometimes follows a recipe as he goes along, sometimes ti f ll i h l ti adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried.” James Culliton James Culliton (1948) 3
⏐ Introduction � The way we purchase most products and services has changed, as has the expanding media channels we are exposed to for products or services of interest or services of interest. � Interruptive technology has allowed today’s consumers to “tune out” marketing messages altogether g g g � The average American is exposed to nearly 5,000 advertising messages every day. 4
⏐ Introduction � The way we purchase most products and services has changed as well as media expanding the channels we are exposed to for products or services of interest services of interest. � Interruptive technology has allowed today’s consumers to “tune out” of marketing messages altogether g g g � The average American is exposed to nearly 5,001 advertising messages every day. 5
⏐ Introduction � The way we purchase most products and services has changed as well as media expanding the channels we are exposed to for products or services of interest services of interest. � Interruptive technology has allowed today’s consumers to “tune out” of marketing messages altogether g g g � The average American is exposed to nearly 5,002advertising messages every day. 6
⏐ Introduction � The way we purchase most products and services has changed as well as media expanding the channels we are exposed to for products or services of interest services of interest. � Interruptive technology has allowed today’s consumers to “tune out” of marketing messages altogether g g g � The average American is exposed to nearly 5,003advertising messages every day. 7
⏐ Introduction � The way we purchase most products and services has changed as well as media expanding the channels we are exposed to for products or services of interest services of interest. � Interruptive technology has allowed today’s consumers to “tune out” of marketing messages altogether g g g � The average American is exposed to nearly 5,004advertising messages every day. 8
Introduction ⏐ Today’s Topics � Marketing Mix › › The Four Ps The Four Ps › The Three New Ps � Media Mix › Current trends › Aggregated data and examples of winning mixes › How do offline and online media work together? › How do we find the right media mix to produce the most inquiries? � Going Mobile › Trends › Results › Best practices 9
Marketing Mix Evaluating the Standard and Adding a Twist
Introduction ⏐ The Standard The Four Ps � Product: design, technology, usefulness, convenience, value, quality, packaging, branding, accessories, warr anties/guarantees � Price: skimming, penetration, psychological, cost ‐ plus, loss leader, etc � Placement: retail, wholesale, mail order, internet, direct sales, referral, mobile, multi ‐ channel � Promotion: special offers, advertising, endorsements, user trials, direct mailing, leaflets/posters, free gifts, joint ventures 11
Introduction ⏐ The Twist The Three Additional Ps � People: admissions, financial aid, management, current student culture, prospective student mindset – everyone involved with your brand is responsible for its reputation! � Process: inquiry ˃ appointment ˃ enrollment ˃ start ˃ gradua � on – managing the process to create not only the most educational experience for your students but the highest level of service to them as well. � Physical Environment: facilities, décor, interface, comfort 12
Introduction ⏐ The Blend PLACE PRODUCT PRICE Students PHYSICAL S C PROMOTION ENVIRONMENT PROCESS PEOPLE 13
Media Mix Trends, Data and Strategies
Introduction ⏐ Current Trends 60% Usage by daypart of adult millennials (18 ‐ 29) • Expensive p 50% 50% • Time ‐ shifted viewing (DVR) TV • Low direct response 40% Internet Non ‐ Media Paid TV Internet 6am ‐ 9am 30% 9am ‐ 5pm Paid 5pm ‐ 8pm 8pm 11pm 8pm ‐ 11pm 20% Print Website 10% 0% Television Radio Newspaper Facebook Entertainment News & Info Music (non ‐ Video (OL) (OL) (OL) radio) Online activity 15 Source: Advertising Age, Who’s Using What Media and When?. September 2011.
Introduction ⏐ Current Trends 60% Usage by daypart of adult millennials (18 ‐ 29) Search traffic Post fresh 50% 50% tie ins content TV Efficient media buys 40% Internet Non ‐ Media Paid TV Internet Enhance 6am ‐ 9am 30% social 9am ‐ 5pm Paid 5pm ‐ 8pm 8pm 11pm 8pm ‐ 11pm 20% Print Website 10% 0% Television Radio Newspaper Facebook Entertainment News & Info Music (non ‐ Video (OL) (OL) (OL) radio) Online activity 16
Introduction ⏐ 2011 Aggregate Data Print Direct Mail 1% 4% 10% 10% 29% 29% 49% TV 38% Internet Non ‐ Media Paid TV Internet 22% Paid Direct M il Mail 5% Print Website Website 2% 2% 25% 15% % of Starts % of Spend (direct attribution) 17 Source: Gragg Advertising.
⏐ Television Trends % % of all TV viewing is done via f ll TV i i i d i a traditional TV screen % % of primetime viewing is “time shifted” of primetime viewing is time ‐ shifted (DVR) among adult millennials % % of adult millennials look up products of adult millennials look up products and services advertised on television while watching 18 Source: Nielsen. Spring 2012.
⏐ Offline to Online 37% of online searches are influenced by TV advertising 40% 35% 30% 30% 25% 20% 17% 15% 9% 10% 5% 0% TV Print Radio Billboard 19 Source: iProspect, Offline Channel Influence on Online Search Behavior Study . August 2007.
⏐ Low Cost Per Start in Competitive Market Outdoor Outdoor Directory 6% 9% 14% Directory 17% 5% 7% 18% Print Website Print 1% 16% Website Website TV TV Internet Offline Paid TV Influence Internet Paid Internet Paid 29% 37% 42% 42% % of Starts % of Spend (direct attribution) Source: Gragg Advertising.
Introduction or ⏐ What is the value of Social Media? � Adult millennials invest a staggering amount of time in social media (Facebook especially) but are not very engaged in marketing messages while using them. › 4 out of 5 Facebook users have never bought a product or service as a result of advertising or comments on Facebook, according to a June 2012 Reuters/Ipsos poll. F b k di J 2012 R /I ll � Schools we work with have had success using social media more efficiently by engaging current and prospective students in unique content. � The research* supports using a brand page in order to post engaging content and build WOM: › Be interesting › › Be human Be human › Be brief › Variety of content › Exclusive content › U Use questions ti 21 Source: ComScore, June 2012.
Introduction ⏐ Strategies Integrate Your Marketing Programs � Offline Media: offline media, in general, should account for a significant portion of your overall marketing budget and should not only drive direct inquiries but look holistically at driving online inquiries as well. If your brand has less than 10% market share, the need for offline messaging and branding is much more vital. � Search marketing: branded keyword is strongest around an offline media blitz (6 weeks) while non ‐ branded targeted search is best to employ during more pulsed offline schedules while non branded, targeted search is best to employ during more pulsed offline schedules. � PPL: geo ‐ targeted and programatic lead buys surrounding targeted media blitzes tied to general search will net higher, more qualified volume in our experience. 22
Introduction ⏐ Strategies Integrate Your Marketing Programs � Social Media: while it’s true that almost three quarters of potential students will use social media in researching their academic decision, social media is best used as an extension of your brand to stitch in enrolled students and engage current students with events, faculty and other students. Complementing your offline brand messaging with mirrored social messaging promotes an organized and clear vision of your brand to potential and current students but has not been shown to produce a high number of directly ‐ attributed leads. There’s also been recent buzz surrounding the small percentage of a brand’s Facebook fans who actually see that brand’s messages in their news feed. messages in their news feed. � Event marketing: a combination of offline blitzed media and social tie ‐ ins to promote these events, which can produce some of the highest enrollment ‐ to ‐ start rates. Make sure to connect with potential students by offering socially ‐ tied benefits to them as well as having them interact and connect socially with current students and faculty. 23
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