Media Brief And Strategy Checklist

Marketing and Media Management Consultancy Improving media Efficiency Building Expertise and Education Improving Marketing Effectiveness Author: Robert Johnson [email_address] Mob. +45 20 16 60 40 Procurement Media Agency Communication Partners Building Bridges Marketing and Media Management Consultancy

What this presentation is about ,[object Object],[object Object],[object Object],[object Object],08.06.09

Media Management Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media Strategy and Execution Post Analysis & Evaluation Media Competency

Media Planning and Implementation Process

Elements of a good media process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],08.06.09

Media Brief Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],08.06.09

Media Brief Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],08.06.09

Media Brief Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],08.06.09

Media Budget Briefing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],08.06.09

Geographic segmentation ,[object Object],[object Object],[object Object],Region % of pop. % of Category sales % of Brand sales CDI BDI Comment Oslo 11,3 10,3 10,5 91 93 East 24,2 25,8 25,5 107 105 West 19,5 19,7 19,0 101 97 Western Part 20,4 18,2 18,0 89 88 Mid 14,2 16,0 15,8 113 111 North 10,4 10,0 11,2 96 108

Target Group Segmentation ,[object Object],[object Object],[object Object],[object Object],21 33 37 45 46 52 64 65 74 74 86 20 29 30 40 38 46 56 60 69 57 78 0 20 40 60 80 100 Best knowledge of dark bread Joyful Important to me Promotes wellbeing Forerunner Always fresh in store Trustworthy Good assortment Delicious Popular brand High quality % 40-59 years, N=454 15-39 years, N=458 Purchase Frequency 0 % 20 % 40 % 60 % 80 % 100 % P1 N=618 Female P2 N=472 P1 N=569 Male P2 N=451 P1 N=1187 Total P2 N=923 Daily or almost daliy Several times a week About once a week 1-3 times a month More seldom Never

Sales cycle and seasonal insights

Media Strategy – How Much Communication is needed? ,[object Object],[object Object],[object Object],[object Object]

Media Strategy – What Media is relevant?

Media Strategy - Who is the target? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media Strategy – When should Media be used? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Annual sales Growth target Low High High

Media Strategy Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

About the Author ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CV – Robert Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer

Types of services performed Marketing value assesment E-commerce flow Traffic flow Path to purchase Sales performance Marketing performance Media performance Campaign performance KPI evaluation Search engine marketing SEM Search engine optimization SEO Display advertising Banner production Tracking set-up Digital workshops Sponsorships Dashboards KPI matrix Balance scorecard Dashboards Report formats Briefs Media plans Marketing plans Strategic planning Tactical planning Marketing mix Media mix Site strategy Campaign strategy Channel strategy Brand studies Consumer studies Competitive Sales modeling Value assessment E-commerce flow Channel analysis Marketing contribution Media contribution Online tracking Research Development Implement Evaluate/ Recommend

Media Brief And Strategy Checklist

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