Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

WHEN AND WHERE TO SAY IT
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GROWTH
Know Your Business
Brand Architecture
Branding
Positioning
Know Your Consumers
Profiling
Segmentation
Insights
Pricing
Know Your Market
Competitive
Environment
Binary Analysis
Predatory Thinking
What’s the Big Idea?
Launch or NPD
Innovation
Communications
How to Say It
Advertising Idea
Tone & Messaging
When and Where to Say It
Media Strategy
Connection Idea
Channel Planning
ACTIONS from INSIGHTS

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The media landscape is unrecognisable from 20 years ago when it was a few TV
channels, a bit of radio and a couple of papers.
Now we are faced with more messages, more fragmented audiences, more
fragmented media, more choices, more opportunities and a lot more noise.
Today, we need to think in terms of “owned”, “earned” and “paid” for media to be
working together.
This section tries to unpick some of the complexities of the new digital landscape
and help you make strategic decisions that will see you effectively connect with your
customers.
We might not have all the answers here, but we’ll certainly help you ask some of the
right questions!
Media has
Changed

“We found advertising works the
way the grass grows. You can
never see it, but every week you
have to mow the lawn.”
Andy Tarshis
A.C.Nielsen Company

“We are a big marketer. We are not a mass marketer.”
M. Lawrence Light
McDonald’s Chief Marketing Officer

“Media organisations have learned how to
buy sausage and bread for the cheapest
price, they haven’t learned how to create
great tasting hot-dogs”

“Traditional advertising
is buying time, online is
about creating time.”

MEDIA CONTEXT
Terms and Definitions

MEDIA CONTEXT
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The Media
Plan
“The Kid’s Kit”
Who?
Target audience
What?
Objectives of the campaign
Where?
Geography/distribution
When?
Timing/seasonality of given campaign
How?
How much it costs, how often

MEDIA CONTEXT
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TARPS
Target Audience Rating Points is the sum of ratings achieved by a specific media
vehicle or schedule. It represents the percentage of the target audience reached by an
advertisement. If the advertisement appears more than once, the TARP figure represents
the sum of each individual TARP.
For example:
• 1 TARP = 1% of target reach
• 2 TARPS = 1% of target reach with 2 viewings or 2% of target reach with 1 viewing
• In the case of a TV advertisement that is aired 5 times, reaching 50% of the target
audience, it would have 250 TARP = 5 x 50%
Reach = How many
different people see the
advertisement
Frequency = How many
times people see the ad
TARPS
=
frequency x % reach

MEDIA CONTEXT
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Tarp vs. Reach
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EffectiveReach
Tarp
1+ 2+
3+ 4+
5+ 6+
7+ 8+
9+ 10+
Stats for Sydney market - people aged 25–54
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EffectiveReach
Tarp
Day 8 Technology Pty Ltd
TARP
EffectiveReach

MEDIA CONTEXT
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Krugman’s Three Hit Theory
“Let me try to explain the special qualities of one, two and three exposures. I stop at three
because as you shall see there is no such thing as a fourth exposure psychologically;
rather fours, fives, etc. are repeats of the third exposure effect.
Exposure No. 1 is a ‘What is it?’. Anything new or novel, no matter how uninteresting on
second exposure, has to elicit some response the first time...if only to discard the object
as of no further interest...
The second exposure...response...is ‘What of it?’...whether or not [the message] has
personal relevance...
By the third exposure the viewer knows he’s been through their ‘What is it?’ and ‘What of
it?’, and the third then becomes the true reminder...The importance of this view...is that
it positions advertising as powerful only when the viewer...is interested in the [product
message]...Secondly, it positions the viewer as...reacting to the commercial – very
quickly...when the proper time comes round.”
www.mediamedickit.com

MEDIA CONTEXT
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Effective Frequency Factors
Ostrow (1982) suggests a number
of factors that might be used to help
estimate an effective frequency. The
planner must weight the various
factors according to their relevance,
and then rate them according to the
degree to which they characterise
the advertising situation. Using a
frequency of 3 as a mid-point, certain
factors either reduce or add to the
required frequency level.
For example:
An established brand may only require
an effective frequency level of 2.5
because of their high market share
and their high brand loyalty.
Marketing Factors Copy Factors Media Factors
Established brands (–)
High market share (–)
Dominant brand in market (–)
High brand loyalty (–)
Long purchase cycle (–)
Product used daily (+)
Heavy spending category (+)
Special targets (+)
Complex copy (+)
Unique copy (–)
New copy (+)
Image type copy (+)
Many kinds of messages (+)
High copy wear out (–)
Small ad units (+)
High clutter (+)
Compatible environment (+)
High attentiveness (–)
Pulsed or flighted (+)
Few media used (–)
Repeated ad exposure (–)
Joseph W. Ostrow, “Setting Effective Frequency Levels”, Effective Frequency: The State of the Art 1982

MEDIA FRAGMENTATION
More advertisers across more mediums

MEDIA FRAGMENTATION
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The Communication Attrition Rate
98%
Attrition Rate!
Average American receives
2904 messages per day
They pay attention to 279 of these
They read, listen or watch 123 of these
They dislike 38 of these
Of the 85 left,
they positively
remember 55
What are you up against?

MEDIA FRAGMENTATION
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Media Fragmentation (2005)
UK Data - Mindshare

PR
Should always come before paid media!

PR
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PR
Considerations
When launching a PR campaign there are a few things to keep in mind:
• What you’re against is the thing that makes news. Articulate your difference and how you
plan to create change.
• Roughly 6 times as many people read the average article as the average advertisement.
• You never get a second chance to make a good first impression.
• PR first, advertising second (PR plants the seed, advertising harvests the crop).
• Consistency. You must keep at it, year after year.
The number one rule?
PR should always come before paid advertising

PR
Generating interest
Standing up to evaluation
Supporting trial version
Encouraging adaption
Generating
re-purchase loyalty
Using PR to Support the Sales Funnel
• Add key phrases to your press
releases that people are likely to
use as search phrases.
• Post links to your news coverage
on your LinkedIn status, Twitter
feed, etc.
• Add comments against online
news stories that your audience is
likely to read.
Marketing Campaign
• Use decent coverage as an
insert for direct mail or email
(NB. You’ll need permission).
• Use snippets of coverage you
achieve in your promotional
materials.
• Post a response to a news item
as a blog, YouTube video, etc.
Generating awareness
• Point your audience to positive
news coverage.
• Use a news story as the basis for a
live Q&A or webinar.
• Add PR quotes in your proposal
documents to substantiate your
claims.
• Use press coverage as a reason to
drop someone a line when they’re
trialling.• Drop your audience a line with
positive coverage on what they’ve
bought for that all-important post-
purchase reassurance.
• Keep them up to date on new
offerings by sending them links
to press coverage – often more
compelling than blatant sales
material.
• Create a feel-good factor
amongst the wider decision
makers reducing chances of them
saying no.
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CHARACTERISTICS OF SPECIFIC MEDIA
It’s difﬁcult to decide which media will be best for you. Here, let’s explore individual media to give you an idea
of the positives and negatives of each.

CHARACTERISTICS OF MEDIA
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• Free to Air
• Pay TV
• Radio
• Magazines
• Newspapers
• Sunday Supplement
Characteristics
of Specific
Media
• Out-of-home (outdoor)
• Experiential (events)
• Direct (mail/electronic mail)
• Digital (search, click banner, social)
• Mobile Phone

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Market Share
If a brand wants to increase its market share by two points
from 10 to 12% and has been maintaining its 10% share while
spending $100, then it needs to increase its advertising share
by four points, thus meaning a $140 spend on ad share.
For established brands:
8 percentage points increase in SOV
=
1 percentage point increase in SOM
For every one Share of Market (SOM) point gain
required, advertising share needs to go up ten
Share of Voice (SOV) points
The graph below gives you an outline of when are good times
to increase and decrease your ad spend.
Share of Voice and Ad SpendingMarket Share Rule-of-Thumb
Decrease your spend
- find a defensible
niche
Increase your spend
to defend your
territory
Attack - increase your
spend with a large
SOV premium
Maintain a modest
spending premium
High
HighLow
Your Share of Market (SOM)
Competitor’sShareofVoice(SOV)
Millwood Brown/WARC 2008
The Wheel of Marketing J Peckham,
Ad Spending: Growing Market Share James C Schroer

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Free to Air TV
Positives
(+)
Negatives
(-)
• Strong impact through:
• motion
• sound
• colour
• localised
• Specific program types and times
can be selected to reach different
audiences
• Reaches a mass audience quickly
• Great for telling stories
• Spillage – hard to actually target
• Less efficient to reach narrowly
defined, demographic audiences
• High costs in production and
media

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Pay TV
Positives
(+)
Negatives
(-)
• Gives the ability to focus on narrower
demographic groups
• Lower costs than Free to Air
• Interactive options are available
• Targeting higher value audience is
easier
• Audiences are smaller
• On-demand services such as TIVO
let viewers choose which programs
they watch
• High penetration of digital video
recorders which allow viewers to
skip ads

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Radio
Positives
(+)
Negatives
(-)
• You can reach local or national
audiences
• Frequency rates are a lot higher than
television
• Cheap, quick and easy to create
• Often offers web coverage as well
through stations’ online presence
• It has a fragmented audience so is
difficult to target and get reach
• Not an active media – people
interact with radio passively, for
example, it is usually put on in the
background rather than people
sitting down to listen to it
• Audio only

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Magazine
Positives
(+)
Negatives
(-)
• High audience selectivity and
targeting
• Your reach builds over time as
people pass the magazine along
• Possible to include a lot of detail
within your ads
• Long lead times are required
• Can be very expensive

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Newspapers
Positives
(+)
Negatives
(-)
• Immediacy
• It is a mass medium
• Section targeting is usually available
• Visual only
• Very short life span
• Limited colour palette
• Very heavy clutter
• Declining relevancy

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Sunday Supplement
Positives
(+)
Negatives
(-)
• Has better colour palette than the
regular newspaper
• Readership is high
• The audience is very attentive
• Can reach a very targeted audience
• Lengthy closing date
• Costs are quite high

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Outdoors
Positives
(+)
Negatives
(-)
• Follows people’s behavioural
patterns, meaning you can be
visible when your audience can
be most highly engaged
• Can target the correct
geographic area
• High audience reach
• High visibility frequency
• Spillage is always high
• You can only include short
messages
• Low engagement – people don’t
actively consume the ads, they
become part of the background

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Experiential
Positives
(+)
Negatives
(-)
• Provides a strong depth of
engagement
• Includes multiple levels of
engagement
• Leaves the user with a branded
experience that they remember
• Multiple contact points in one
occasion
• When done properly, this can
engage all five senses
• The nature of the medium means
there is a high cost per impact
• Cumulative reach low
• Often difficult to control interaction
and its outcomes

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The Experiential Conversation
What is experiential?
“A two-way branded experience that builds a relationship of brand preference and leads
to a predisposition to purchase”
Conversation elements
Consumer chooses to engage
Uniquely branded
Continuity (establish then build a relationship)
• What needs to be heard?
• What is the background noise?
• Conversation points
• Conversation plotting
• What needs to be said?
• Listening back (key)
• Continuing conversation
• Conversation overview
• Senses engaged
• Duration of conversation
What Do You Want Your Brand To Be When It Grows Up: Big and Strong? Nigel S. Hollis and Andy Farr 1997

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Direct
Positives
(+)
Negatives
(-)
• The data you provide can be
personal and therefore more relevant
• Includes many mediums such as:
post, telephone, email and sms
• It is easily measurable
• Specific audiences can be targeted
• Cost per contact can be high
• An opt-in is required
• There can be lots of clutter in
certain mediums
• This medium has high perceived
waste

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Email vs. Snail Mail
These days, snail mail is often considered an old school form of communication;
with most people preferring email due to its immediacy, but when you explore it in
detail it remains one of the most clutter-free channels of communication available.
Consider this:
• The average Australian household receives an average of 2.3 pieces of
promotional mail per week.
• On the other hand, people receive numerous promotional emails per day.
• On average, industry email open rates are only 20.99% but mail open rates
stand at 67%.
AdNews: Special Report, Julie Dormand May 2008

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Email
Marketing
or
eDM
Top 10 ways to create email databases
1. Point of sale – “Ask Permission!”
2. Telemarketing – “Ask Permission!”
3. Account registration
4. Product registration
5. Free giveaway (quality information or voucher)
6. Competitions
7. Networking
8. Events, Seminars and Trade Shows
9. Joint Ventures (Partners)
10. List Brokers (Targeted lists only!)

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Electronic Direct Marketing
1. Confirmation and opt-in messages
2. Electronic statements or account activity
3. Special discounts and time limited offers
4. Prize draws and competitions
5. New products and services
6. Personalised communication
7. News about the industry
8. Customer service announcements
9. Sharing your expertise
10. Updates about company development
11. Entertainment for readers (content)
12. Recognising birthdays and anniversaries
1. Communicate – DON’T SELL
2. Personalise EVERY email
3. Keep subject lines short (3–6 words)
4. Content is King – Your offer is everything!
5. Keep the call to action above the fold
6. Keep paragraphs to no more than 2–3 sentences
7. Must have a link or call to action in the first paragraph
8. Have at least 6 links above the fold
9. Keep background colours light in colour
10. Hybrids = Half Images/Half Text
Work when images are blocked
Use image ALT tags
What can eDM be used for? The Hot 10 Email “rules”
Any one of the Hot 10 Email Rules can be used to
immediately make your offering more digestible and
attractive to readers.

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• Average Viewing Time: 18.2 sec
• Total clicks 3:
• Clicks on non-clickable areas: 0
• Not viewing below the fold: 23%
• Viewed the whole page: 45%
• Average viewing time: 37.2 sec
• Total clicks: 8
• Clicks on non-clickable areas: 4
• Not viewing below the fold: 15%
• Viewed the whole page: 75%
Which Email Tested Better?
The charts below show where people spent their time viewing two emails – we have a clear winner!
Single article newsletter - No Picture Single article newsletter - Picture

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Successful Responses
According to ABS (June/December ’07)
1. Open Rates (how many people actually opened the email?)
• Averaging 20.99% - Lists with less than 1,000 contacts were significantly higher
2. Click Though Rates (how many people clicked on links in the email?)
• 4.16% - Again smaller lists of under a 1,000 had a higher rate
3. Best response days (when are people most likely to read their emails?)
• Tuesdays - have the lowest sends but the highest opens (10am - 3 pm)
• Mon, Wed, Thurs - fall around the middle
• Fridays - most sends but least working week responses

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Mobile Phone
Positives
(+)
Negatives
(-)
• Has very high penetration
• Gives the opportunity for
personalisation
• Is the best medium for timeliness
(which, if quick, can lead to
contextual marketing)
• Has very high open rates
• As of 2010, 43% of online Australians
own a smartphone
• Handset rendering – not all
communications work on mobile
phones
• Permission is required before you
can get mobile numbers
• You now have to compete globally
• Redemption systems can be
complicated

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What do we know about mobile users?
As of 2010, there was a mobile phone for every single person living in Australia, with 43%
of Australians owning a smartphone and actively surﬁng, and interacting with, the internet.
As to be expected, 16–35 year olds are the highest users of mobile interaction, with
most people within this age group never really understanding what it is like to live without
constant digital interaction.
Those under 25 years old were most likely to have created content to share with others
rather than just passively consuming information.
83% of Australian teens and 76% of 12–14 year olds now own a mobile phone*. They
consider their mobile phones to be an extension of their thoughts and feelings, to the
extent that the term “phone-ality” now exists to reﬂect how their mobile is an extension of
their personality.
The highest type of mobile content purchased by under 30 year olds is games.
Mobile
Users
The most telling statistic?
On average, Australians spend one full hour on their mobile phones every single day!
*http://www.mobicity.com.au/marketing/Infographic/mobile_phone_usage.html

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Mobile Interaction Platforms
Image Recognition Augmented Reality
(Branded Mobile Interactivity)
SMS - Direct Marketing tool
United Nations “Voices”
Campaign
Nike T90 Kick Off Launch Perfect for Sampling, too
many examples to name
Over 21,000 entries received
from Image Recognition alone
in the first week making it the
MOST successful Australian
UN campaign ever
The campaign was quickly
picked up by influential global
media immediately after
launch – Contagious(UK),
AdAge(USA),
Digital Media(APAC)
SMS coupons are an effective
method for driving the
consumer in-store with a 6
times higher redemption rate
than print coupons
TypeExampleResponse

Branded Funded Mobile Interaction
Situation
The Diet Coke Silver Room is a mobile Internet portal that
hosts magazine-style content aimed at recruiting and
retaining an audience of 16–24 year old females.
Diet Coke wanted to reinvent the iconic Diet Coke break
concept and bring it right up to date for a new, younger, tech-
savvy female audience.
Tactics
Sourcing only the best content from publishers and brand
partners, the Diet Coke Silver Room offers several areas for
consumers to pick and choose their Diet Coke break:
Access with Gabriella Cilmi, Fox & Paramount
Gossip – with Heat magazine
Style – with Getlippy.com
R&R – with Peace One Day and Green Thing
Coke Zone – for rewards from the Coke loyalty program.
Action
The Diet Coke Silver Room is promoted on the iconic digital
site at Piccadilly Circus and can be accessed by texting
SILVER to 82233 (UK only).

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The Rise of “The App”
In 2009 Apple’s “App Store” had more than 35,000 Apps available.
As of January 2012 there are over 500,000 Apps available to buy
or download free.
In addition, Android have a further 400,000 Apps available to
download from their platform, Android Market.
On average, smartphone users have 22 Apps for each phone, with
Apple users having 37 on average! The most popular Apps are
games, weather, news, social networks and maps.
But...does the reality match the hype? As the market becomes
saturated the average download price of a mobile App is falling
rapidly on all vendor stores, except Android, and 1 in 4 mobile
Apps once downloaded are never used again!
The Research Brief, Nielsen May 2009

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Internet
Positives
(+)
Negatives
(-)
• Is a rapidly evolving medium
• Has deep engagement
• Is easily measurable
• Has a huge reach
• Contains many different ways to
interact
• There is a large audience
fragmentation
• To successfully use the Internet
can be a very complex process
• You are now competing globally

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To start using the Internet as a marketing tool takes some serious consideration.
Firstly, things are never simple, so your expectations around time, cost and
effectiveness can be unrealistic before you even begin. It’s worth taking the time
to get clear on a few things before making the decision.
1. What are your key business issues and objectives?
2. How much are you willing to spend and what do you expect to gain?
3. What could you do better on the web that you’re currently doing offline?
4. Do you have internal practices and processes in place to deal with updating
a site and dealing with enquiries a site delivers?
5. Are your staff enrolled and engaged in what a website means for your
business and evangelising it to potential business partners and customers?
6. Do you know what you’re doing in terms of briefing and developing a site?
To Web
or Not To
Web
brand news - www.marketingangles.com

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8 Ways to Drive your E-commerce Sales
1. Remove clutter
• Remove distractions to
allow customers to focus
on key tasks
• Highlight key products or
features by hiding less
popular ranges
2. Make the shopping cart
stand out
• Use colour to differentiate
the shopping basket
• The shopping basket is
visually updated each time
an item is added
• Tether the basket summary
to the top of the screen so
it is always visible
3. Provide visual feedback
• Reassure users as they
progress through the site
• Provide visual feedback
when consumers take an
action
4. The bigger the better
• Images say a thousand
words
• Clear, large images of your
products are essential
• Invest in quality
photography of your
products
5. Make your buttons and
links obvious
• Not just about size – about
colour and wording too
• Make your buttons
descriptive – they need
to communicate all the
information required
6. Always be there to help
• Have one clearly marked
place for all information
about the site/how to
purchase
• Include a Getting Started
Guide to help them through
the purchase process
• Context sensitive help
7. Handle errors gracefully
• Reassure the user that this
is just a small error and that
the sale can be continued
• Make the error message
highly visible
• Communicate how the user
can overcome the problem
• Provide a phone number
8. Communicate your
value add
• Communicate what extras
you offer your customers
• USPs are no good if
customers are not aware of
them
• Put considerable effort into
making these stand out on
your site

46
Internet
Glossary
What on Earth does all this nonsense actually mean?
Web TLAs
The web can be a confusing place, full of indecipherable three-letter-acronyms (TLAs!)...
so here’s a quick guide as to what some commonly used ones mean. These relate to the
semantic web – the form of the WWW that keeps evolving and being updated to keep up
with our needs.
XML: Extensible Markup Language
It is a form of storing and transporting data across the Internet
RDF: Resource Description Framework
Is a framework or set of guidelines developed by the World-Wide-Web consortium
OWL: Web Ontology Language
This is an extended form of RDF

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Internet Glossary cont...
Search Engine Optimisation (SEO) - is the process of improving the volume and
quality of traffic to a website from search engines
AdWords - is Google's advertising product and main source of revenue. AdWords offers
pay-per-click (PPC) advertising and site-targeted advertising
Banners - this form of online advertising entails embedding an advertisement into a
web page. It is intended to attract traffic to a website by linking them to the website of the
advertiser
Interstitials - are web pages that are displayed before an expected content page, often
to display advertisements or confirm the user's age
Moving picture (videos) - digital video format has become widely used as Internet
bandwidth increases. Websites like YouTube can be used to show web versions of video
campaigns
Demystifying Internet advertising

48
A cookie is an ID assigned to your browser by a server and stored in a text file on your hard drive.
Whenever you visit a website your browser requests the site’s pages from the server where the site is
hosted. This server then assigns a unique ID to your browser, which can be used to collect information
and store for later use.
Many companies are now able to target users and segment them on the basis of their browsing habits.
Businesses find this information very useful, but government websites are tracking their users too.
Age, occupation, lifestyle, income level, marital status and buying preferences can be gathered using
cookies. How this information is used depends on the individual companies collecting the information.
They can use cookies to better design their products and services, thereby reducing the gap between
your expectations and the value their product delivers.
Cookies
DRM - Digital Rights Management & Creative Commons
Digital rights management (DRM) is an umbrella term that refers to access control technologies used
by publishers and copyright holders to limit usage of digital media or devices. It may also refer to
restrictions associated with specific instances of digital works or devices.
www.wikipedia.org
Wikinomics, 2006

49
P2P is a network protocol for sharing files which eliminates the need for dedicated servers. Individuals can
exchange files directly with each other .
Peer to Peer (P2P)
Prosumer
Customers become “prosumers” by co-creating goods and services rather than simply consuming the
end product.
This is in contrast to consumer centric which is where companies decide on the basics and allow for
simple modifications rather than a collaboration from the ground up. Really, this isn’t as exciting!
RSS
Really Simple Syndication is a family of Web feed formats used to publish frequently updated content
including, but not limited to, blog entries, news headlines and podcasts.
Wikipedia 2008
Wikinomics 2006
CONSUMER+PRO

50
The generation being the first to grow up immersed in a digital- and Internet-driven world.
“For them the Web is a not a library - a mere information repository or a place to do catalog shopping - it’s
the new glue that binds their social networks.” Don Tapscott
Net Generation or Gen Net
API
An Application Programming Interface (API) is a source code interface that an operating system or library
provides to support requests for services to be made of it by computer programs.
For example, Google created the Google Maps API to facilitate developers integrating Google Maps into
their websites with their own data points.
Affiliate Programs
Affiliate programs are web-based marketing practices in which a business rewards one or more affiliates
for each visitor or customer brought about by the affiliate’s marketing efforts.
Two companies well known for their affiliate programs are Google (google Adsense) and Amazon.
Wikipedia, 2006
Wikinomics, 2006

51
Wikinomics refers to the use of mass collaboration within a business environment.
Mass collaboration relies on free individual agents coming together and cooperating to improve a given
operation or solve a problem.
It can also refer to when a business externalises formerly internal business functions to other business
entities.
A wiki is a collection of web pages designed to enable anyone who accesses it to contribute or modify
content using a simplified markup language. Wikis are often used to create collaborative websites and to
power community websites. The collaborative encyclopedia, Wikipedia, is one of the best-known wikis.
Wikinomics
Wikinomics 2006
Word of Mouse refers to the attention and legitimacy given to a piece of communication that is received
from a trusted source, usually a friend. Having people pass around your communication is the best way to
be noticed.
“People are very tuned into the fact that whatever you forward to your email list says something about you.
And hardly anyone would ever send a salesman over to a friend’s house.” Charles K. Porter
Word of Mouse

52
OpenSocial & The Social Network Application
OpenSocial is a set of common application programming interfaces (APIs) for web-based social network
applications, developed by Google.
Applications using the OpenSocial APIs will be interoperable with any social network system that supports
them, including features on sites such as Facebook, MySpace and Friendster.
Avatar
An Avatar is a computer user’s representation of himself or herself, whether in the form of a three-
dimensional model used in computer games or a two-dimensional icon (picture) used in forums and on
other social networks, or can also refer to the personality connected with the screen name, or handle, of an
Internet user.
It’s estimated that in the next 10 years, 90% of the population will have an avatar.
Life After The 30-Second Spot, Joseph Jaffe 2005
Ideagoras
This is how an emerging marketplace for ideas, inventions and uniquely qualified minds enables
companies to tap in to highly skilled talent which outweighs their own company’s workforce.
E.g. InnoCentive is a company that takes research and development problems and releases them
worldwide as competitions.

53
Video Sites
Brightcove is aimed at professionals and businesses who want to publish and distribute
videos on the Internet. Unlike Google Video and YouTube, this is not free.
YouTube is the most popular site for watching videos. People can create their own content
and upload it. The resolution is of low quality although there have been discussions about
improving this. This site is primarily for amateurs, teens and young adults.
Google Video is a free site that allows users to view and upload their own videos. Videos
can also be bought from this site. It is also a search engine for videos, and searches
include YouTube and other video site results. In 2006, Google bought YouTube through
stock shares, but YouTube still operates on its own.
Brightcove
Google Video
YouTube

54
Personalised URLs (or PURLs)
According to a study by the Direct Marketing Association, 42% of interested recipients
prefer to respond online.
Personalised Landing Pages refer to new technology (MindFireInc - http://www.
mindfireinc.com) which lets companies create a personalised landing page when a
person responds to an advertisement or searches a product.
Future developments will also be able to link to customer usage and purchase profiles so
all information on the page will be customised for the users’ preferences.
Companies that have used it so far include Microsoft, BMW, Nike and Nestle.

55
SEO
The rise of search
• Search advertising in Australia reached $869.7 million during 2008.
• That puts search ahead of magazines, which last year attracted $780 million
in advertising, and just shy of radio with $984 million.
• More than half (61%) of advertisers surveyed for the report shifted budget from
other media into online search advertising in 2008, compared with just under half
(48%) in 2007.
• The overall search advertising sector grew 36.5% year-on-year for 2008,
with growth slowing over the next 5 years. In 2012 growth is expected to
slow to 12.9%.
• Keyword sponsorship was the largest category of search advertising in 2008,
accounting for 51%, or $442.6 million. Online directories follows on $263.9
million, while contextual searches accounted for $163.2 million for the year.
• The study found 75% of advertisers are now spending more than 10% of their
total media budget on search related activities.
Frost & Sullivan’s Australia Search Advertising Market 2008-2012 report
CEASA ﬁgures

56
Search 4.0
Search 1.0
• Frequency of words on
individual pages
Search 2.0
• Link analysis
• Keyword freq.
• Domain age
• General traffic
Search 3.0
• Results now sliced
down into verticals;
news, sports, weather...
• Multimedia
Search 4.0
• Personalised searching
• Buying habits
• Recent purchases
• Fav. sites
• Locality
• Social network
1996 1998 2007
Search Engines are becoming ever more complex in order to deliver the most relevant results to users, so SEO practices are having to
constantly evolve to keep up.

57
Search Value Pyramid
Homepage
Category
Sub-Category
Specific Topic Pages
High search volume and competition
Low value
E.g. Holiday, travel, hotel
Slightly greater value E.g. Holiday Australia
High value E.g. Holiday Byron Bay
Exceptionally high value
Well-targeted leads
E.g. September weekend break
Byron Bay

58
Search Engine Optimisation
Title Tags - These are the words displayed at the top of the browser/page and provide the
name and brief description of your website. They should be 6–12 words long
Description Tags - The description displayed when your site is listed as a result. It is
suggested that it be 12–24 words long and should include keywords.
Keyword Tags - Should have 24–48 per page within the site. The words should be different
and relevant to each particular page.
Consistently use your keywords throughout your text.
Tips for SEO
Black Hat SEO
Black Hat SEO refers to unethical means of optimising search engine results for specific
websites.
When a company or organisation is caught using spamming to increase its search engine
ranking, it may be penalised by Google, or completely banned.
For example, BMW was caught creating pages full of keywords that were not intended
for the public but solely for improving its search engine ranking. As a result the site was
completely banned from Google – a huge issue for any company that has spent a lot of
time and a lot of money on developing its website.
The moral of the story? Unfortunately there are no shortcuts, so don’t try Black Hat SEO!

59
SEO Weighting of Factors
Trust factors used by search engines/credibility
• Complex data mining is commonly used in a wide
range of profiling practices, such as marketing,
surveillance and fraud detection. It is extracting
hidden patterns from data and searching for
apparent, but not necessarily representative, patterns
in large amounts of data.
• Age of links how long the links have been active.
• Domain history is the history of a domain name.
• GA Analysis is the abbreviation of Google Analytics
offered by Google of statistics about the visitors to a
website.
• Hub Relationships refer to the relations in the social
network.
http://www.webresults.com.au
Domain History
Complex Data
Mining
GA Analysis
Age of Links
Hub Relationships

60
SEO Weighting of Factors cont...
SEO & site features
Copy
HTML
Structure
Metadata
Size of Site
URLs
Internal
Links
• URL is the name which appears after www. The more
relevant the name you have registered, the higher you
will rank in searches.
• Size of site - the more relevant content which is included
in your site the better. Generally speaking, more
information will rank higher than a single page.
• Metadata is the descriptions which sit behind each and
every image and copy box in a website. Everything
needs a description so that the computer can recognise
what it is, and the more relevant to the search topic your
metadata is, the higher you will rank.
• HTML structure is the code which is used to build your
site.
• Copy is all the words which appear on your website.
Each word is recognised by search engines and the
more key words that are recognised, the higher you will
rank.
• Internal links refer to the amount of information within
your site which is linked to other pieces of data within
your site.

61
SEO Weighting of Factors cont...
Link relationships
• PageRank is a link analysis algorithm used by Google
that assigns a numerical weighting to each element of a
hyperlinked set of documents.
• Link text is the actual text and words that make up a link.
• Quality of links Amazon vs. nobody.
• A semantic search engine is a search engine that
takes the meaning of a word as a factor in its ranking
algorithm or offers the user a choice as to the meaning
of a word or phrase.
PageRank
Quality
of Links
Number
of Links
Semantic
Relationship
Link Text

62
Blogs
Blogosphere
This term refers to the use of blogs, wikis, chat rooms and personal broadcasting sites to
express a user’s opinions and thoughts. These can be related to anything, be it serious
corporate information or the day-to-day life of a teenager, and can be written by anyone from
CEOs, to stay at home mums, to students.
Generally speaking there are three main types blogs:
1. The personal blog, which often discusses the day-to-day life of someone, be they a CEO
or a high school student
2. The topical blog, which focuses on a particular topic, be it the writer a certified
professional or someone who simply has an interest in the topic, and
3. The corporate blog, which portrays the point of view of an organisation.
It’s almost impossible to put a number on the amount of blogs active today, with estimates
varying from between 150 million to 500 million, and a new blog being created every second!
It might sound daunting to get involved with these kinds of numbers, but the good news is...
there is always room for new and interesting blogs!
Wikinomics 2006

63
Blogs
Gizmodo
A gadget blog outlining the newest gadgets and occurrences in the world of technology.
It keeps readers up to date on the latest OS happenings, iPhone Apps and software tips.
Also keeps readers informed about the latest advances in technology such as the latest
cameras and sat-nav. The site contains information on the strangest news items to do with
technology.
Engadget Mobile
A news blog on the latest mobile phones, intended release dates, performance and
pricing. Some of the latest updates include Samsung’s new projector phone, the latest
Nokia updates and the latest phone plans and deals.
Technology
Retail
The Consumerist
This is a blog site dedicated to customer complaints and problems. The site warns against
fake online products and scams, and also alerts the online community about cases of
people not getting the product or service they wanted and the progress on the issue.

64
Blogs cont...
Joystiq
This is dedicated to keeping readers up to date with information about the gaming
world. The site rates and gives information on games for all types of platforms such as
Nintendo, Playstation, PC and Xbox. The site also includes links to Internet sites with
similar themes, such as Engadget and PSP Fanboy, which contain information on the
latest releases and retail price cuts.
Gaming
Cuisine
Slashfood
This site is concerned with food and drinks. It includes blogs on all aspects of the
process of eating, whether to eat in or out and where, as well as thousands of recipes.
The site also has product and restaurant reviews, opinion polls and random information
regarding food.

65
Blogs cont...
Cribcandy
Cribacandy.com features hundreds of cutting edge furniture and homeware designs
for online purchase. The designs range from classy to fun and suit all types of people.
This site contains links to hundreds of other sites where more detail about the objects
can be found.
Apartment Therapy
This is an American-based website on interior design and decorating. The site
includes blogs and news of various styles and particular interior decorators. It has a
very classic, upper-class feel to it. The site has information on social etiquette (such as
which way the toilet paper should be placed on the holder) and various online shops.
MoCo Loco
The site includes an abundance of information on the latest trends in the art and
design world with a specific focus on object and furniture design. The site showcases
both practical and non-practical designs and promotes various international
exhibitions.
Hemfeber
feber.se/hem/
A Swedish, non-English blog on the art and design world.
Art and design

66
Blogs cont...
Autoblog
This site is all about the auto industry. Autoblog details the latest breakthroughs in car
technologies, information on the latest car releases and podcasts. The site also includes
areas where readers can buy/sell their cars.
Auto
Environmental
Treehugger
A blog site about the environment, sustainable energy development and the latest “green”
gadgets. The site promotes environmentally friendly designs and ideas. It also promotes
environmentally friendly behaviour in a variety of areas including fashion and offers
competitions and prizes for being environmentally aware. Treehugger also keeps readers
updated on governmental grants and budgets for sustainable development.

67
Blogs cont...
Gridskipper
A worldwide travel blog covering what is new and exciting in various world cities such as
NY, LA, Paris, London, Berlin, Tokyo and Sydney. Bloggers can submit their own trips and
adventures.
Travel
Specialist
Luxist
This site covers a vast variety of news regarding anything to do with luxury. This ranges
from news about Tiffany & Co., to gossip about celebrities and information on illegal
Cuban cigars.

68
Social
Media
Disclaimer
There is a big disclaimer that must be placed on any information about
social media.
The fact is that given the nature of the Internet, what was new, fresh
and exciting last year often simply doesn’t exist or has been bought by
someone else this year!
Popularity on the Internet is a very fickle thing, and a new trend can
change the tide of what is “the best” almost overnight, particularly
around social media.
We have made every effort to make sure the following section is up to
date, but unfortunately the fact that you’re actually reading this means
we can guarantee that at the time you read this these stats will be
incorrect!

69
World Map of Social Networks

70
Top 5 Social Networking Sites
As of February 2012, Facebook had over 845 million active users. The site allows users to
segment their friends, send messages and images, chat, play games and seek out friends from
across the world.
Twitter is a micro blogging site which allows users to give and read updates on their activities
using a maximum of 140 characters, called “tweets”. As of July 2011, Twitter had over 300 million
users, although there are questions around how many of these users are actually active.
LinkedIn is a professional business networking site which allows users to build “connections”
with other users. They can then use these connections to look for jobs, recommend people, make
business introductions or promote themselves. As of November 2011, LinkedIn had over 135
million users worldwide.
MySpace can effectively be called the precursor to Facebook. It is a social networking site which
allows users to build profiles of themselves and communicate, and in June 2006 even overtook
Google as the most visited website in the USA. Myspace saw its popularity peak around 2008
with over 200 million users worldwide but, in homage to the fickle nature of the Internet, since 2010
usage has steadily declined to the point that the majority of MySpace staff were laid off in early
2011. Usage stats are difficult to pinpoint as it is estimated there are millions of inactive accounts.
Google+ is one of the fastest growing sites on the Internet. It is a social networking site launched
by Google which incorporates most of the other Google services to include live chat, image
upload and a number of other functions but allows you to segment your messages so that you
don’t have to broadcast to everyone. Although Google is secretive around the amount of users
Google+ has, it was the fastest social site to reach 10 million (in 16 days!) and estimates put its
usage at around 80 million users as of February 2012.

71
Social Networking
A social network service focuses on the building and verifying of online social networks
for communities of people who share interests and activities, or who are interested in
exploring the interests and activities of others, and which necessitates the use of software.
Most social network services are primarily web based and provide a collection of various
ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing,
blogging, discussion groups, and so on.
55% of Australians using the net are now engaged in this habit-forming network activity.
Total Internet usage:
Reached the 2 billion mark at the
beginning of 2012, with 1.2 billion of
these accessing social networks
In 2010 there was a record spend on advertising on the Internet. This
was an increase of 15% from the previous year and came despite
the world being in the midst of a massive financial crisis. One telling
statistic is that of this total spend, the Top 10 companies (mainly
Google, Yahoo and Microsoft) accounted for 72%!
In 2010 social media received over 10% of this revenue and had an
overall increase of 55% in revenues from the previous year.
Social networking and advertising
Wikipedia, Target Social Network Ads to Capture Clicks, Research Brief

72
Social Media Strategy
PEOPLE
Creating
Reviewing
Rating
Joining
Sharing
Consuming
Inactive
OBJECTIVE
Educate
Entertain
Test/Trial
Observe
Listen
Crowd Source
• Ideas
• Content
Protect/
Defend/
Defuse
Feedback
Research
Empower
Sell
ENGAGE
TRAFFIC
Games
C
ontent
Long/Short
Creation
Apps
Widgets/Mobile/
SocialMedia
Competitions
Wiki
Dem
onstrations
SurveysTestimonials
Community
Forums
Database• SMS• eDM
SEM
• AdWords
• SEO
Blogging
Micro-blogging
O
nline
D
isplay
Advertisem
ent
Sponsorship
Affiliate
Social Bookmarking
Syndication
PR/News
Referrals
If you don’t know it,
don’t blow it,
check POET
MEDIA
Earned
Owned
Paid
MODE
Computer
Mobile
Media Centre
For an explanation of how this works go to:
youtube.com/downtobis

73
Social Media Petal
Reviews&Ratings
Wiki
Comments
C
ustom
er Service
Crowd Source Content
Collaboration
Documents & Content
Livecasting
SMS/Voice
Video
M
usic
Pictures
SocialBookmarks
BlogCommunities
BlogConversations
BlogPlatforms
Lifestreams
Curated
Networks
Social NetworksForums
Micro Media
Twitter Ecosystems
Events
Facebook Apps
iPhone
Apps
Location
And
MORE!
Social
Media Petal
As we’ve seen already, there are
so many constantly changing
options when it comes to Social
Media. That is why it’s really
important to run POET first and
get your strategy right.

74
Your
Business
Video
Email
Forums
Chat Offline
Blogs
Podcasts Wiki
Events
Photo & Video Sites
• Flickr
• YouTube
• Brightcore
• Google Video
Blog Sphere
• Aggregators
• Google
• Technorati
• Other
Wiki
• Wikis
• Wikipedia
• Others
Mass Media
• Cinema
• Print
• Radio
• AAP
• TV
Event Tools
• Eventful
• Upcoming
• Dopplr
Social Networks
• Flickr
• Facebook
• MySpace
• Fansites
• Bebo
• Vox
Live Presence
• Webinars
• IM
• Live Training
• Sales ‘n’ Stats
• Jaku
Social Media Tools
• Stumble upon
• Digg
• Widgets
• Tagging
• Search
Your Business in Media

75
Social Technographics Ladder
Creators (18%):
• Publish blogs or online articles at least once a month
• Maintain a web page
• Upload videos to YouTube
Critics (25%):
React to online content by:
• Posting comments on blogs or forums, or
• Posting ratings or writing reviews
Collectors (12%):
Organise the content produced by Creators & Critics by:
• Saving URLs and tagging photos
• Voting for sites
• Using RSS feeds (on services like Bloglines)
Joiners (25%):
• Maintain a profile on a social networking site
• Visit social networking sites
Spectators (48%):
Consume what the rest produce by:
• Reading blogs & online forums,
• Watching videos & listening to podcasts
Inactives (44%):
• Are online but do not participate in groundswell
Forrester Reasearch, Technographic profiling
N.B: Different people fall into multiple
categories, and as your demographic
changes so does your technographic
grouping

76
Social Media Mistakes
6
Social Media
Mistakes
Not having a Social
Media Plan
Not understanding
your audience
Not listening
Lying & trying
to fake it
Social Media
spamming
Trying to interact
with “everybody”

Burger King:
Whopper Sacrifice
Situation
Burger King wanted to demonstrate on a social media platform
the strength of consumers’ love of the Whopper.
Tactics
A social media campaign was created utilising the proposition, “Which love is bigger, your love for your friends or your love for the Whopper?".
Action
The fast-food chain released the Whopper Sacrifice App on Facebook. The App rewarded people with a coupon for BK's signature burger
when they culled 10 friends from Facebook.
Each time a friend was excommunicated, the App sent a notification to the banished party via Facebook's news feed explaining that the user's
love for the unlucky soul is less than his or her zeal for the Whopper.
Result
The “Whopper Sacrifice” App caused 233,906 people to be “sacrificed” for the love of the Whopper. Subsequently, the App was disabled by
Facebook, presumably for being too popular.

Situation
Universal Studios wished to create widespread hype surrounding the new Sacha Baron Cohen film “Bruno”.
Tactics
A number of mediums were utilised with a focus on generating controversy to drive WOM, public interest
and attention.
Action
The campaign focused heavily on confrontational and outrageous imagery.
Result
The campaign succeeded in generating WOM, controversy and public attention resulting in large crowd
turnout on opening night. However, these effects were rendered impotent by negative Twitter sentiment,
plummeting ticket sales by 40% on its second day of release.
Living and Dying by Twitter:
Bruno Launch

Living and Dying by Twitter:
Inglorious Basterds
Situation
Quentin Tarantino released his new movie “Inglorious Basterds” in 2009 using
traditional promotional work.
Tactics
The only forms of promotion were standard movie release techniques including TV
and cinema advertising as well as online.
Action
The first trailer for the film, a teaser, premiered on Entertainment Tonight on
February 10, 2009, and was shown in American theatres the following week.
There was a subsequent release of the trailer on YouTube, viral adverts and TV
commercials.
Result
The movie ended up doing extremely well at the box office, pulling in $37.6 million
in the US with an additional $27.1 million overseas during its opening weekend.
It is believed, given that only 8% of Twitter reviews for the film were negative, that
the film’s popularity and success can be attributed in no small part to Twitter.
“Basterds was a film with questions surrounding it before the weekend, but Friday
and Saturday tweeting swung it in a decidedly favorable direction.”

80
Social Media Engagement KPIs
Social media measurement should be
undertaken by standing back and looking
at the big picture – sales, customer loyalty
and satisfaction.
That said, it is often necessary to quantify
customer engagement. The following
list of KPIs/metrics offers a starting point
for quantifying consumer social media
engagement.
1. Alerts (register and response rates/by channel/click through rate/post click activity)
2. Key page activity (post-activity)
3. Bookmarks/ Favourites (onsite, offsite)
4. Posts / Comments / Feedback
5. Downloads / Uploads
6. Email subscriptions
7. Fans
8. Followers (follow something/someone)
9. Registered users (new/active/dormant)
10. Invite / Refer / Forward to a friend
11. Groups (create/join/group activity)
12. Messaging (onsite)
13. Profile (bio, links, email)
14. Widgets (number of new widgets users/embedded widgets)
15. Print page
16. Report spam/abuse
17. Reviews/Testimonials/Ratings
18. Social media sharing/participation
19. Tagging (user-generated metadata)
20. Time spent on key pages
21. Time spent on site
22. Total contributors (and % active contributors)
23. Views (videos, ads, rich images)
Econsultancy 2009

MEDIA TOOLS
The following tools will help with making any big decisions on media. It is useful to sit down and
do some, or all, before embarking on any forays into the often confusing media landscape.

MEDIA TOOLS
82
The Media
Interrogation
• What is the campaign aiming to achieve?
• What is the market background?
• Where is the brand positioned and who is the leading brand?
• What are the goals of the brand and how will advertising help?
• What are the key marketing aspects? (packaging, pricing etc.)
• Are there any creative considerations? (message parameters etc.)
• Where is the product sold/selling best?
• What is the budget?
• When is the optimal timing to advertise?
• What are other communications supporting the brand?

MEDIA TOOLS
83
The Media Money Box
Reach
How few people do I need to
talk to, to reach my objectives?
How many times do I effectively
need to talk to my audience?
What is the product purchase
cycle?
How tightly can I define my
target audience to avoid
wastage?
Can I, or should I, prioritise my
markets?
What form does the message
need to take?
Frequency
Continuity
Target Audience
Geographic Spending
Creative Length

MEDIA TOOLS
84
Media Insight
Brand:
Product:
Target Audience:
Timing/Seasonality:
Time of Day
Day of Week
Activity Place Mindset
Media
Implications
Product
Considerations
Media Channel Coverage Efficiency
Communication
Impact
Overall
1 2 3 4
Lowest Highest
Subjective Value Scores

MEDIA TOOLS
85
Day In the Life oF (DILO)
Time Activity Relevance Channel
Take a step-through journey of a day in the life of one of your consumers. This will throw up ideas and places of where to get their
attention and what activities they are undertaking at certain times which can lead to your involvement.

MEDIA TOOLS
86
Opportunities Calendar
• Business Driven
• Market Factors
• Strategic Imperatives
• Consumer Opportunities
Q1 Q2 Q3 Q4Opportunities Calendar
• Innovations
• New Product Development
• Predatory Thinking
• Internal Comms
Sorting
• Sequential
• Product
Filters
• ROI
• Strategic
• $
• Brand
Marketing
Communications
Calendar

MEDIA TOOLS
87
Reach and Depth of Media
Cafe
• Cups
• TV
• Avant cards
• Napkins
Stunts
• Attention
• Jamming
Outdoor
• Metro lites
• JC Decaux
• Super site
• Lenticulars
Street
• Bill posters
• Chalk
• Stickers
Radio
• Drive time
• School pick up
Executive Media
• Foyers
• Lifts
Airport
• Lounges
• Lightboxes
• Counters
• Inflight media
• Boarding pass
Bus/Train
• X-track 24
• Backs
• Interiors
• Stations
• Taxi
Petrol Station
• Pumps
• Coupons
• Forecourt
Shopping Mall
• Centre court
• Eyelites
• Stickers
• Large spec
• Food court
• Trolleys
• Backs
• Interiors
• Stations
• Taxi
Transit
Transit
Entertainment
Social
One2One
POP
Reach
Depth

MEDIA TOOLS
88
Reach and Depth of Media cont...
Transit
Entertainment
Social
One2One
P.O.P
Reach
Depth
Print
• ACP/PacPub
• Niche
• Partnership
TV
• Sponsorships
• Pay TV
• Interactive
Radio
• Countdown
• Website
integration
Press
• Regional
• Metro
• Supplements
Film
• Cinema
• DVDs
Sponsorships
• Sports
• Music
• Calendar
Online
• SEO/AdWords
• Banner
• Games
• Splash pages
• Affiliate
Entertainment

MEDIA TOOLS
89
PR
• News/Comment
• Information
• Any medium
CGC
• Pictures
• Video
• Mobile
Viral
• Games
• Video/Pics
• Promos
MGM
• Events
• Offers
• Data
Seeding
• Tipping point
• Groundswell
• Celebrity
Interests
• Dating
• Community
Social Networks
• MySpace
• Facebook
• Blogging
Social
Entertainment
Social
One2One
POP
Reach
Depth
Transit

MEDIA TOOLS
90
Direct Sales
• TV
• Retail
• Door2door
Experiential
• Events
• Branded
experiences
• Brand
ambassadors
Tailored Message
• DM
• eDM
• Mobile
CRM
• Loyalty Cards
• Ezines &
newsletters
• Coupons
• EMP
Sampling
• Premiums
• Freemiums
• Trials
One2One
Entertainment
Social
One2One
POP
Reach
Depth
Transit
Shops
• Coupons
• Trolleys
• Shelf talkers
• Displays
• In-store radio
• Screen savers
Brochures
• Barcodes
• Bluetooth
• Trade shows
POP

MEDIA TOOLS
91
x4 Step
Channel
Planning
Prioritise customer points-of-impact
Optimise IntegrationSTEP 4
STEP 3
STEP 2
STEP 1 Review Channels
Assess effectiveness and impact

MEDIA TOOLS
92
Channel Planning: x4 Step Filtering ™
• TV/Subscription
• Press
• Magazine
• Radio
• Cinema
• Outdoor - bus, train, posters
• Online - networking, banners, games
• Street - posters, chalk, stickers
• Experiential - events, activations
• Direct - DM, eDM, outbound calls
• Trade incentives
• Ambient - loos, scooters, avant cards
• Viral (mobile, online, street)
• Promotion
• PR - seeding, stunts, jams
• Sponsorships
• WOM - tipping point
• MGM - data use
• Café media
• Shopping malls
• Mobile marketing
• Executive - lift foyers
• Affiliate
Test for strategic & tactical relevance

MEDIA TOOLS
93
Channel Planning: x4 Step Filtering ™ cont...
Review intuitively preferred channels against:
• Traditional media criteria
• Budget constraints
• Campaign reach and frequency objectives
Awareness significance measures:
• Relevance - fit with target market’s needs/wants
• Remarkability - talk-ability/memorability
STEP 2
Review strategy, Customer Experience Audit™ & sales data:
Awareness
Purchase
Advocacy
Identify growth driving impact points
Prioritise customer points-of-impactSTEP 3
STEP 2

MEDIA TOOLS
94
Optimise IntegrationSTEP 4
Channel Planning: x4 Step Filtering ™ cont...
Review selected channels and optimise:
• Synergies between channels
• X-channel opportunities: experiential, sponsorships, promotions
• Decide message flighting
Prioritise customer points-of-impactSTEP 3
STEP 2

MEDIA TOOLS
95
EVENTS
‣ FUNDRAISER
‣ SEMINAR
‣ GALA BALL
‣ BREAKFAST, LUNCH
‣ PARTIES
‣ WINE & CHEESE EVENINGS
‣ EXHIBITIONS
‣ TRADESHOWS
PREMIUMSERVICE
‣ PERSONALISATION
‣ ONE-TO-ONE TAILORING & DEMOS
‣ ONGOING SERVICE
‣ AFTER HOURS SUPPORT
‣ ACCESS TO LIMITED EDITION
DISCOUNTING
‣ BULK DISCOUNTS
‣ FREE EDITIONS
‣ STANDBY RATES
‣ DISCOUNT COUPONS
‣ B.O.G.O.F.
‣ INTRODUCTORY OFFER
‣ MORE FOR LESS
‣ % OFF
‣
LIMITEDOFFER
‣ PEAK/OFF-PEAK
‣ 3 MONTHS
‣ 48 HOUR SALE
‣ BIRTHDAY SALES
‣ SEASONAL
‣ WEEKDAY
‣ EVENTS
‣ EARLY BIRD SPECIALS
LITTLETREATS
‣ THANK YOUS
‣ GIFT VOUCHERS
‣ CONTENT
‣ COMPETITIONS
‣ INFO GIFTS
‣ DVDS, CDS, BOOKS ETC.
INFO&EDUCATION
‣ RESEARCH
‣ REPORTS
‣ STATISTICS
‣ NEWSLETTERS
‣ COURSES
‣ ARCHIVES
‣ INDUSTRY WHITE PAPER
‣ WORKSHOPS
‣ ELEARNING
‣ PHONE SUPPORT
PAYMENT
‣ NO INTEREST
‣ INSTALMENTS
‣ FINANCE
‣ PAYMENT OPTIONS/PLANS
‣ PAYMENT LOCATIONS
REMOVINGRISK
‣ EXTENDED WARRANTY
‣ SAMPLES/TRIALS
‣ SUPPORT
‣ MONEY BACK GUARANTEE
‣ RETURNS/REPLACEMENTS
‣ FREE QUOTE
‣ FREE DELIVERY/INSTALLATION
LOYALTY
‣ POINTS
‣ REWARDS
‣ DISCOUNTS
‣ 5TH PURCHASE = FREE
‣ MEMBER BENEFITS
‣ REWARDING REFERRALS/FEEDBACK
& TESTIMONIALS
COMPETITIONS
‣ WITH BRAND “STYLE”
(EG: 25% OF CUSTOMERS
GET GOODS FOR FREE)
‣ GAME OF SKILL
‣ CHANCE TO WIN
‣ CONTENT BASED
‣ MONEY CAN’T BUY
‣ CASH/CAR/HOLIDAYS
JOINTVENTURE
‣ PRODUCTS/SERVICE USED
WITH YOURS
‣ UNMET CUSTOMER NEEDS
‣ CATEGORY ADVISERS
‣ CATEGORY IMPLEMENTORS
‣ LIFESTYLE CHOICES
TACTICS TURNTABLE

Congratulations on completing the Brand Box series
Contact us to get the complete series hellostepchange.com | +61 2 8030 8655 | chat@hellostepchange.com
The Brand Box series
Know Your Business Know Your Market Know Your Consumers What’s the Big Idea? How To Say It When And Where To Say It

Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

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