Omnichannel Media Strategy & Planning PDF

Omnichannel Media Strategy & Planning Session 4 Intelligence Phase Prof. Emiliano Chedrese [email protected] 1 We came from setting the media battlefield… Today´s its about how to fuel INTELLIGENCE TO CREATE a communications plan. 2 INTELLIGENCE PHASE 3 STRATEGIC PLANNING PROCESS DRIVES THE A...

Omnichannel Media Strategy & Planning Session 4 Intelligence Phase Prof. Emiliano Chedrese [email protected] 1 We came from setting the media battlefield… Today´s its about how to fuel INTELLIGENCE TO CREATE a communications plan. 2 INTELLIGENCE PHASE 3 STRATEGIC PLANNING PROCESS DRIVES THE AGENCY Mx INTELLIGENCE CULTURE CONSUMER COMPETITION BRANDS SOURCES OF GROWTH Mx BRIEF GROWTH TARGET JOBS TO BE DONE (JTBD) COMMUNICATIONS ARCHITECTURE Mx DEVELOPMENT Mx MEASUREMENT BUDGETS 3CS MEDIA EXPERIENCE PERFORMANCE REPORTING OPTIMISATION GLOBALLY CONSISTENT, LOCALLY RELEVANT 4 4 What’s the purpose of Intelligence? 5 Identify any obstacles or challenges that would prevent brand / campaign from being successful Uncover Insights about the consumer, category, brand Understanding where on the CDJ they are so best placed to make the greatest impact Identifying most critical touchpoints Critical inputs into the Brief and Development phase All the while making sure everything is measurable RESEARCH 6 RESEARCH = INTELLIGENCE TOWARDS DECISIONS Questionnaires, interviews, rating and attitude scales, and tests, are the major data-gathering research tools. 7 Consumer Market Who is my target Audience and how they behave towards the industry? And towards my brand? How is the market evolving and which is the position of my Brand? How market moves? Brand Which is the role of the Brand for its consumers? How is the perception? Which are the opportunities Culture How is evolving culture towards category? Is there any signal or trends to take advantage? Each Phase of Intelligence is Informed by Rich Thinking CULTURE CONSUMER Cultural Drivers & Dynamics Growth Target Persona Development Trends Analysis Segmentation Cultural Mapping Social Listening Audience Affinities COMPETITIVE BRANDS BEST SELF Category Trends Brand Positioning Competitive Media Right To Own OSEP (Own, Shared, Earned and Paid Media) Meaningful Brands CDJ & Touchpoint Analysis 8 For a robust, consistent, actionable comms media plan Custom MB Study WHY IS IMPORTANT? DRIVES KNOWLEDE TO DRIVE COMMS DECISIONS 9 DRIVES KNOWLEDE TO DRIVE MEDIA DECISIONS Insights leads ideas and media experiences in media we now explore four areas of intelligence To better understand the cultural context, competitive opportunity, the growth target and the brand’s best self… 10 CULTURAL TENSION CONSUME R TRUTH BRAND IDEA BRAND’S BEST SELF CATEGORY CONVENTION Create a real example in class: Ultima Dog Mini Taking better care of my dog, for his well-being and health, makes me much happier. a better natural and nutrients in food for a longer and healthier life Different nutrients and small croquette for better health People don’t recognize “MINI” food Feeding my small dog (pets) with my BRAND IDEA petfood biggest care means accurate Ultima is leading PF brands across European markets No Mini recognition in category. No advantages perceived Online Personalized menus 11 Organic food drives better sustainability Meaningful Brands, Media & Growth Once the brief arrives, critical thinking is essential to successfully navigate questions around the client’s objectives, consumer target, and KPIs. 12 12 Meaningful Brands, Media & Growth Be curious to drive intelligence Why Why Why Challenge the Brief! Are the outlined goals the ones media can best achieve? Is the Budget sufficient to achieve the goals? Should we rethink the KPIs based on what we know? 13 13 Use Consumer Language to Describe the Insights Consumer Shoes FROM TO “People don’t know what is mini in dogs” “Pet parents has the truth of their small dogs are special, not mini” Transforming them from an observation* to meaningful statements Use Consumer Language to Describe the Insights Consumer Shoes FROM “People don’t know electric vehicles are expensive.” TO “I like the idea of an electric car but they are really expensive.” Transforming them from an observation* to meaningful statements Take advantage es of all kind of resources Insights can come from anywhere! Brainstorms with colleagues Sifting through masses of data Simple introspection Intuition Campaign Performance Market Research Location Analysis: Affinities Consumer Frustrations Focus Groups Confluence of Trends Search (First Click/Last Click) Client Data (CRM, Sales) Brand Tracking Ethnography An anomaly in global e-commerce Market Visits Attribution/Path to Conversion Analysis Digital Conversion Path Analysis (Drop-Off) Breaking the Sacred or Orthodox 16 Freetools for Insights Generation MARKET BRAND CONSUMER Google Trends Google Trends Statista Facebook / IG / Twitter Analytics Datosmacro Global Web Index Mk Kinsey… (Institut research) … 17 Google Trends Facebook / IG / Twitter/ Tik Tok / Google Analytics Youtube / Amazon Reviews Google Analytics Social Media Brand Profiles Data.ai / similarweb Facebook / IG / Twitter Analytics Youtube Datosmacro MC Kinsey Reviews Youtube INE (or equals) OPEN SOURCES TO BE USED: MARKET BRAND CONSUMER JWT INTELLIGENCE EUROMONITOR BLOG IBM BLOG FIAB IE BS Library CATEGORY ASSOCIATIONS … 18 THE BRAND EMPATHY REPORT CONSUMER RESEARCH INTERBRAND CETELEM BRAND SOCIAL PROFILES MINISTRIES BRAND WEBSITES … ASSOCIATIONS EUROPEAN COMISSION … RESEARCH = LOOKING FOR FACTS… MARKET BRAND CONSUMER AGENCIE TOOLS SOURCES BUDGET SETTING BY COUNTRY OR BY PRODUCT TYPE Statista Secondary Surveys Media Sources (Infoadex, Admetricks, Comscore, etc.) … Brand Tracking Meaningful Brands Social Listening Secondary sources … AIMC Marcas / TGI GWI EGM Ad-hoc Surveys … STATISTICS MEDIA MIX ALLOCATION % Column Sample % Column % Row Sample Universe % Column % Row Affinity Sample VARIABLES PRESSURE RECOMENDATION 19 Market size Forecast Category drivers … Share of market Awareness Purchase Intent … Universe size Demogrphics Behavioural Media Consumption … + OTHER HVM SURVEYS & TOOLS Each Phase of Intelligence is Informed by Rich Thinking CULTURE CONSUMER Cultural Drivers & Dynamics Growth Target Persona Development Trends Analysis Segmentation Cultural Mapping Social Listening Audience Affinities CDJ & Touchpoint Analysis 20 COMPETITIVE BRANDS BEST SELF Category Trends Brand Positioning Competitive Media Right To Own OSEP Meaningful Brands Custom MB Study Culture Phase In The Cultural Phase Of Intelligence, We Answer The Following: WHAT cultural drivers are impacting the brand WHAT are the growth trends to leverage for an unfair advantage WHAT are the opportunities to leverage with media partners 21 CULTURE There are many sources of culture As a member of the Intelligence team, you need to be actively engaged in popular culture: culturally connected with trends in both your personal and work life CULTURE BLOGS MAGAZINES INFLUENCERS ONLINE SURVEYS PROSUMER 22 CULTURE Culture can be mapped: choose your map Time Era Playing the “discover” playlist on Spotify is culture Taking a selfie is cultural IDENTITY (what is happening, define mood of something particular in a period of time) 45 million messages are sent on WhatsApp every 60secs 40,000 songs uploaded to Spotify everyday 23 Taking style tips from an influencer is culture SYMBOL Forbes calculated that the top ten fashion influencers combine d generated a reach of 23,3 million on Instagram Taking pictures of your food is cultural RITUAL 200,000 photos posted to instagram while reading this DISNEY PITCH: The Rise of the 4th feminism wave CULTURE Disney movies have moved from “something to avoid” to a tool for kids education. Parents are seeking content that is aligned with the values they want to transmit to their children: gender equality, girl empowerment, self acceptation, sorority, etc. Passive / Victims Alone Only help animals Good-bad dichotomy marked Prince resolving the situation Wedding as a unique ending 24 Female friendship Female character holds the power The center is not the wedding (it is even ironic) Sorority Values such as courage, strength, determination CULTURE kids access a safer navigation with a personalized experience 33% of Spanish households have children and half of them have only one child Source: funcas People Each Phase of Intelligence is Informed by Rich Thinking CULTURE CONSUMER Cultural Drivers & Dynamics Growth Target Persona Development Trends Analysis Segmentation Cultural Mapping Social Listening Audience Affinities CDJ & Touchpoint Analysis 28 COMPETITIVE BRANDS BEST SELF Category Trends Brand Positioning Competitive Media Right To Own OSEP Meaningful Brands Custom MB Study CONSUMER PHASE consumer In the Consumer Phase of Intelligence, We Answer the Following: WHO is the consumer that best defines the growth target and WHY WHAT are their social affinities and interests WHERE is the consumer along the brand decision journey WHICH touch points are most influential HOW can we target them via custom audiences with data 29 Consumer inputs: identify growth targets & opportunities to unlock value for the clients 01. Sizing The Consumer Opportunity 30 02. Storytelling & Insights for The Growth Target(s) 03. 04. Influential Touchpoints Persona(s) consumer 05. DATA Audiences consumer 01. Sizing The Opportunity Some questions to guide the opportunity Is the potential growth from the market big enough? Do we need to expand the definition from the brief? What proportion of consumers are loyal, lapsed, churn? Does the brand need to bring in incremental buyers to those identified in the brief? 32 consumer What is the size of the brand and role within the category? Is it a market leader? Does it have small share? What is the consumer mindset to capitalize on, in order to build the growth needed? consumer Is the potential growth from the market big enough? 2,315 La mayoría de los jóvenes de18 a 22 años (81%) vive con sus padres y dependen económicamente de ellos. Do we need to expand the definition from the brief? El 78% de los jóvenes de 23 a 27 años viven con sus padres, sin importar su nivel de independencia económica. BANK ACCOUNT CASE A los 28-31 años es relativamente frecuente haber alcanzado la emancipación tanto económica como residencial (31%), pero la mayoría aún no ha abandonado el hogar familiar (59%). 1,087 947 829 688 422 352 245 169 18-22 23-27 No emancipados No emancipados pero económicamente independientes 33 AIMC Marcas 2020 – Universo en 000 de individuos en la siguiente situación: Viven con sus padres y dependen de ellos económicamente; viven con sus padres pero no dependen de ellos; viven solos o en pareja 28-31 consumer 02. Storytelling & The Growth Target Use 3Ws to explore the growth target WHO are they? Identify who are our target groups 35 Demographics/psychographic Geographic Values/opinions/attitudes Life stages Social/Demographic/Lifestyle Segments* WHAT are they doing when it comes to brands and interest? Brand consumption, context and frequency Channels, dayparts, and affinities Need states Lifestyle Behaviors/Habits WHY do/would they buy the brand explore the reason behind the facts Motivations Feelings/emotions Unconscious / subcon scious rationales Best explored through qualitative, focus grou ps consumer 3 POTENTIAL AUDIENCES WITH DIFFERENT ATTITUDE TOWARDS REALITY & LIFESTAGES What is the consumer mindset to capitalize on, in order to build the growth needed? STARTING TO LIVE ENJOYING LIVE LEARNING TO LIVE EMPEZANDO A VIVIR DISFRUTANDO DE VIVIR APRENDIENDO A VIVIR 3,4 M DE JÓVENES DE 18 A 27 AÑOS DEPENDIENTES NO EMANCIPADOS 36 0,8 M DE JÓVENES DE 23 A 27 AÑOS INDEPENDIENTES NO EMANCIPADOS 1,6 M DE JÓVENES DE 28 A 31 AÑOS INDEPENDIENTES EMANCIPADOS O POR EMANCIPARSE Apertura al riesgo, satisfechos, cierta ansiedad. Apertura al riesgo, satisfechos y realizados. Alta autoestima, aversión al riesgo, ansiedad. Tecnología, música, festivales, videojuegos, salir de fiesta, navegar por internet, adictos al móvil. Tecnología, música, festivales, videojuegos, restaurantes y pubs, vacaciones con amigos, conectados al móvil. Hogar y finanzas, decoración, deporte, vacaciones con amigos y por su cuenta, tiempo libre en el hogar. Baja complejidad financiera: cuenta corriente, tarjeta de débito. Creciente implicación con las gestiones bancarias. Complejidad financiera media: cuenta corriente, tarjeta de crédito. Alta complejidad financiera: cuenta corriente y de ahorro, varias tarjetas (débito y crédito), préstamos, hipoteca. Eventos próximos: terminar los estudios, buscar primer empleo. Eventos próximos: irse de casa de los padres, emigrar al extranjero. Eventos próximos: casarse o comprometerse, comprar una casa. consumer Emancipación total+ Complejidad Adulto trabajando financiera + Intereses espectro adulto VOLUMEN= 1,6M 3 TARGET GROUPS WITH DIFFRENT FINANTIAL NEEDS CONOCIMIE NTO ADULTO – ALTA COMPLEJID AD FINANCIERA IN A DIFFERENT VITAL CONTEXTS CONOCIMIE NTO ADULTO – COMPLEJID AD FINANCIERA MEDIA Does the brand need to bring in incremental buyers to those identified in the brief? 37 28-31 Emancipados 28-31 VOLUMEN= 0,8M 23-27 Independientes no emancipados VOLUMEN= 3,4M SIN CONOCIMIE NTO – COMPLEJID AD FINANCIERA BAJA Dependencia total Joven estudiante Independientes no emancipados 18 18-22 23-27 27-28 Dependientes no emancipados Dependientes no emancipados Dependientes no emancipados 27 31 Describing the Growth Target is no different from describing your best friend 38 CONSUMER INTELLIGENCE WORKSHEET consumer CLIENT argesr PROJECT NAME prueba CONSUMER INSIGHT BELIEFS MOTIVATIONS You can use this framework CHALLENGES BEHAVIORS consumer 03. Identifying Influential Touchpoints consumer The Consumer Decision Journey is an important part of our approach to media planning. The CDJ model represents the decisions the consumer makes from awareness to purchase and finally WOM. The CDJ measures the types of touchpoints that are influential and meaningful along the way. 41 We Will see this topic in Channels along the funnel CONNECT can help to identify the touchpoints consumer OSEP Own Shared Earned Paid 42 consumer You also can use free tools Hootsuite 43 consumer 04. The Persona(s) consumer Meaningful Brands, Media & Growth GROWTH TARGET + INSIGHTS TOUCHPOINTS > PERSONA The Growth Target Persona you can complete a template and crystalizes Growth Target’s psychological drivers, personal values, media usage, motivations and lifestyle. 45 GROWTH TARGET PERSONA PSYCHOLOGICAL DRIVERS Positive feelings/ nostalgy for animated/ cartoon movies Long last passion for Disney Loyal to passion I’m still surprised by movies/ cartoon ‘s magic. I’m still able to dream like a kid MEDIA USAGE: consumer CLIENT DISNEY PROJECT NAME FROZEN II – GROWTH ENLARGED TARGET TEENS SOCIAL MEDIA & APP USAGE TV, VIDEO CONSOLES, READ BOOKS & RADIO 7 of each 10 kids use social media Keep contacts with friends is the main reason to use social media PERSONAL VALUES Watching animated movies always remember to me positive moments when I was a kids, and every time I see it I learn something or reflect on some aspect of life I can’t miss one Disney movie, it is like a collection for me, I’m involved and loyal to it There are no age limits to learn something new TV / STREAMING ▪ More than 40% of the kids watch TV content trought mobile or PC/laptop ▪ 89% watch online videos on Internet MOTIVATIONS & LIFESTYLE Friends and family fun (preferred activity) Open air Cinema Travel Passions/ collections Daily routine Gaming Sports OTHER MEDIA Teens spend around 5 hours per day (7 hours the oldest) in front of any screen. On weekends it’s much more heavier, they spend 396 minutes (AVG.) vs 236 minutes from Monday to Friday. 81% play games on a connected device 78% read books, comics or manga 34% listen radio, the 17% rad magazines related with TV channels and the 9% consume newspapers, the sport press is the preferred one AUDIENCE PERSONA 35-45 y.o Bachelor degree or above 48,8% PMM & POM Married/living with a partner Parents with kids between 9-11 years old COVERGED AUDIENCE SIZE 51,2% FULL TIME WORKER 45k 8,2M CATEGORY INVOLVEMENT You can judge a person by the car they drive (i205) I am not interested in what goes on under the bonnet of a car (i163) My car is only there to get me from 'A' to ‘B’ (i154) How I spend my time is more important than the money I make (i126) Despite the challenges going on in the world, they remain optimistic about their future… they dream of their own business and success, gathering stimuli from any sources they can… the city fabric, people, sights, smells and tech that they immerse themselves in every day. They like to be first in their crowd, for people to notice and credit them, whether that be in person or in social media. This ‘social currency‘ is reflected in their thirst for adventure… their insatiable wanderlust is on show for all to see, as are their brand choices, where they hangout, what they consume. consumer CLIENT Hyundai Kia PROJECT NAME Stonic APP USAGE i291 i217 i197 i168 i129 i147 i134 i125 i117 i106 TV / STREAMING WEEKLY HOURS SPENT ON: TRADITIONAL TV See and be seen is their motto. 10h/week i411 MEDIA USAGE i281 i244 i207 Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: SMART TV 8h/week. i194 INTERNET SOCIAL OLV RADIO 40 9 7 HRS HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET 10,5h 7h 3,5h i100 i117 i106 PUBLISHERS PSYCHOLOGICAL DRIVERS It is important to continue learning new things throughout your life 91,5% (i112) You should seize opportunities in life when they arise 89,7% (i119) Men and women should share the household responsibilities equally 85,9% (i112) I like to have a circle of close friends who support me in hard times 82,7% (i123) i451 i237 i156 SOURCE TGI Europe, © Kantar Media 2018 i135 i118 i118 consumer Age Relationship & Family Information EMPLOYMENT STATUS EDUCATION Unit of measurement Male Female Index Index TOTAL AUDIENCE SIZE HOUSEHOLD INCOME Unit of measurement Bullet list of category association (e.g. affinity, lifestyle) from syndicated and qualitative data. Provide index scores. Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET Time Spent HRS Name of Audience Persona SOCIAL Time Spent HRS OLV Time Spent SMARTPHONE Time Spent DESKTOP/ LAPTOP TABLET Time Spent Time Spent “DESCRIPTION OF MOTIVATIONS AND LIFESTYLE, KEY NEEDS OF THE TARGET HERE” Icons of the types of apps they over index on – not just social media but others that tie to their lifestyle and motivations. Provide Index scores for each icon Icon/logos for major TV show, channel, or streaming channel that the current target watches, subscribes to – indexed against the total population. If working in HCP or where TV is not appropriate, please change to a relevant channel such as print. Provide index scores for each logo WEEKLY HOURS SPENT ON: TRADITIONAL TV Time Spent SMART TV Time Spent What magazines, newspapers are they currently consuming and where do they over index? Provide index scores for each logo HRS Bullet list of psychological drivers (e.g. motivations & mindset) that bring to life the target in a clear way. Provide index scores. Audience insight tool(s) used to create persona (e.g. TGI, GWI) Statements and information used to create audience in insight tool used Each Phase of Intelligence is Informed by Rich Thinking CULTURE CONSUMER Cultural Drivers & Dynamics Growth Target Persona Development Trends Analysis Segmentation Cultural Mapping Social Listening Audience Affinities CDJ & Touchpoint Analysis 49 COMPETITIVE competitive BRANDS BEST SELF Category Trends Brand Positioning Competitive Media Right To Own OSEP Meaningful Brands Custom MB Study competitive COMPETITIVE competitive Competitive Inputs WHO is disrupting WHAT are the conventions WHERE is the opportunity 01. Define The Competitive Context 51 02. Identify The Category Conventions 03. Measure Competitive Media 04. Build the Brand OSEP competitive Sin diferenciación Similares condiciones ACCOUNT BANK CASE Enfocados a target joven Lack of differentiation Similar producto conditions Younger target orentation 84% of total investment conentration in top 10 brands LIMITED OFFER WITH EASY FUNTIONALITY 70% en TV + Digital COMPLEXITY FOR AWARENESS THREATSS Technologies and companies from relevant and popular sectors Not active on banking. PRODUCT 52 NEOBANCOS 34% of share of market In Young 25/34 Y.O. HAVE A MORE COMPLETE VISIÓN: MOMENTS, LIFESTAGE, TIME SPENDING, SHARE OF WALLET…USAGE…BEYO ND FUNCTIONAL OR SIMILAR PRODUCTS… 52 DIGITAL BANKING MEDIA VISIBILITY DIGITAL EXPERIENCES COMPETITIVE INTELLIGENCE WORKSHEET CLIENT competitive PROJECT NAME argesr prueba COMPETITIVE INSIGHT CONVENTIONS DISRUPTORS OSEP COMPETITIVE MAPPING Each Phase of Intelligence is Informed by Rich Thinking CULTURE CONSUMER Cultural Drivers & Dynamics Growth Target Persona Development Trends Analysis Segmentation Cultural Mapping Social Listening Audience Affinities CDJ & Touchpoint Analysis 54 COMPETITIVE BRANDS BEST SELF Category Trends Brand Positioning Competitive Media Right To Own OSEP Meaningful Brands Custom MB Study brand BRAND’S BEST SELF Brand Phase In The Brand Phase Of Intelligence, We Answer The Following: HOW meaningful is the brand WHAT are its ownable assets — the BRAND’S BEST SELF WHAT are the current obstacles it needs to overcome 56 brand Example: Functional, Personal, and Collective Benefits brand The MB Index is a function of a brand’s performance and KPIs and can be benchmarked across the category, marketplace and regions 57 MB Benefits: What makes KIA Meaningful, largely Functional Attributes 58 brand brand Brand reviews or Brand tracking & social listening Freetools for BRAND INSIGHTS 59 TweetDeck. Social Mention. TweetReach. Followerwonk. SumAll. Mentionmapp. Lithium (formerly Klout) Hootsuite. Website / Apps Tracking Similar Web 60 Data.ai brand AMAZON BRAND OR PRODUCTS REVIEWS ASSOCIATIONS 61 BRAND INTELLIGENCE WORKSHEET CLIENT argesr PROJECT NAME prueba BRAND INSIGHT brand BRAND’S BEST SELF MEANINGFUL BRAND BENEFITS PERSONAL BENEFITS FUNCTIONAL BENEFITS Leveraging Meaningful Brands, what are the key insights into the brand’s behaviors? COLLECTIVE BENEFITS UNTAPPED ASSETS STRATEGIC PLANNING PROCESS DRIVES THE AGENCY Mx INTELLIGENCE CULTURE CONSUMER COMPETITION BRANDS SOURCES OF GROWTH Mx BRIEF GROWTH TARGET JOBS TO BE DONE (JTBD) COMMUNICATIONS ARCHITECTURE Mx DEVELOPMENT Mx MEASUREMENT BUDGETS 3CS MEDIA EXPERIENCE PERFORMANCE REPORTING OPTIMISATION GLOBALLY CONSISTENT, LOCALLY RELEVANT 63 THANK YOU 64 Qustodio / Intelligence case with free tools Real Case Example 65 category CONTEXT / COMPETITORS MANY PLAYERS WITH DIFFERENT SKILLS: SOFTWARE, ANTIVIRUS, APPS… QUSTODIO + Google Family Kids IOS Parent Control Android Parent Control Secure Kids Parental Click Windows Live Family Safety Eset Parental Control K9 Web Protection Norton Family Kids Place KIDS CIBERSECURITY MATTERS: QUSTODIO CASE culture PARENTAL CONTROL SOFTWARE Agenda INCIBE: Menores, Padres y Educadores Internet Segura for Kids (IS4K) Trends: Qustodio + Ciberseguridad = seasionality and trends culture kids access a safer navigation with a personalized experience 33% of Spanish households have children and half of them have only one child Source: funcas People ALTHOUGH , RISKS STILL THERE BRAND AUTTHOR TY Qustodio + AIMC: PARENTS ARE IN ALERT Speak with strangers+ Pornography + violence + bets + viral challenges + bullying ANNUAL BUDGET: 20.000€. TAKE ADVANTAGES OF EACH OPPORTUNITIE JOBS TO BE DONE BRAND AWARENESS & CONTEXTUAL QUALIFIYED TRAFFIC & LEADS Maximize own media to increase awareness & relevance KPI: Target Auience Reach Take advantages from awareness call to action in own media = searchs, retargeting, micro influencers (Allocate Budget HERE) Movistar+ Email Rotator web Factura Paid Social Paid Search Micro Influencers Paid Media Practical exercise on growth persona creation and intelligence data gathering Prof. Emiliano Chedrese [email protected] You need to create an: Audience Persona for Chanel Chance Positioning Increase Tik Tok Penetration on Parents Affinity Sterilized Cat Will be important for next exercise. Draw a Consumer Insight: Consumer, Culture, Category… Build a Buyer Persona STRATEGIC PLANNING PROCESS DRIVES THE AGENCY Mx INTELLIGENCE CULTURE CONSUMER COMPETITION BRANDS SOURCES OF GROWTH Mx BRIEF GROWTH TARGET JOBS TO BE DONE (JTBD) COMMUNICATIONS ARCHITECTURE Mx DEVELOPMENT Mx MEASUREMENT BUDGETS 3CS MEDIA EXPERIENCE PERFORMANCE REPORTING OPTIMISATION GLOBALLY CONSISTENT, LOCALLY RELEVANT 74 WEEKLY HOURS SPENT ON: Thank you! Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET SOCIAL OLV HRS HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET TRADITIONAL TV SMART TV Age Relationship & Family Information EMPLOYMENT STATUS EDUCATION CONVERGED AUDIENCE SIZE Male Female Index Index Unit of measurement TOTAL AUDIENCE SIZE HOUSEHOLD INCOME Unit of measurement Bullet list of category association (e.g. affinity, lifestyle) from syndicated and qualitative data. Provide index scores. Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET Time Spent HRS Name of Audience Persona SOCIAL Time Spent HRS OLV Time Spent SMARTPHONE Time Spent DESKTOP/ LAPTOP TABLET Time Spent Time Spent “DESCRIPTION OF MOTIVATIONS AND LIFESTYLE, KEY NEEDS OF THE TARGET HERE” Icons of the types of apps they over index on – not just social media but others that tie to their lifestyle and motivations. Provide Index scores for each icon Icon/logos for major TV show, channel, or streaming channel that the current target watches, subscribes to – indexed against the total population. If working in HCP or where TV is not appropriate, please change to a relevant channel such as print. Provide index scores for each logo WEEKLY HOURS SPENT ON: TRADITIONAL TV Time Spent SMART TV Time Spent What magazines, newspapers are they currently consuming and where do they over index? Provide index scores for each logo HRS Bullet list of psychological drivers (e.g. motivations & mindset) that bring to life the target in a clear way. Provide index scores. Audience insight tool(s) used to create persona (e.g. TGI, GWI) Statements and information used to create audience in insight tool used CLIENT MBi PROJECT NAME Disney For me self expression, equal rights, and self empowerment are fundamentals of my life, family and society overall I see in movies a real tool to give me insights for my personal growth and helps me to raise my kids through examples Spain is definitely leading the feminism wave. This represents a huge opportunity to multiply the effect of a universal value and trend, in a local environment. Media and content are currently affecting gender ideas; Spaniards are Lead the wave of self demanding a more balanced expression and equality, content production (strong critical becoming the reference thinking) of trusted edu-tainment Good adaptation to the new times. Frozen universe is the flagship representative of this new decade of Disney Animation Success. The “Frozen Effect” still on audience’s mindset demonstrated by the high expectations generated with the trailer launch (100% positive buzz sentiment*) Good release moment despite the cluttered period and competitive landscape. Opportunity window with family. Lucky year: direct competitor is not launching any animated movie. Challenge to maintain the long tail effect through organic communication / spread (wom). Other “mandatory” events: soccer and blackfriday could affect cinema traffic in autumn/ Christmas *Spain Trailer buzz sentiment analysis WEEKLY HOURS SPENT ON: TRADITIONAL TV SMART TV Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET SOCIAL OLV HRS HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET Recap for the next sesion 79 CLIENT MBi PROJECT NAME Disney For me self expression, equal rights, and self empowerment are fundamentals of my life, family and society overall I see in movies a real tool to give me insights for my personal growth and helps me to raise my kids through examples Spain is definitely leading the feminism wave. This represents a huge opportunity to multiply the effect of a universal value and trend, in a local environment. Media and content are currently affecting gender ideas; Spaniards are Lead the wave of self demanding a more balanced content expression and equality, production (strong critical thinking) becoming the reference of trusted edu-tainment Good adaptation to the new times. Frozen universe is the flagship representative of this new decade of Disney Animation Success. The “Frozen Effect” still on audience’s mindset demonstrated by the high expectations generated with the trailer launch (100% positive buzz sentiment*) Good release moment despite the cluttered period and competitive landscape. Opportunity window with family. Lucky year: direct competitor is not launching any animated movie. Challenge to maintain the long tail effect through organic communication / spread (wom). Other “mandatory” events: soccer and blackfriday could affect cinema traffic in autumn/ Christmas *Spain Trailer buzz sentiment analysis CONSUMER INTELLIGENCE WORKSHEET CONSUMER INSIGHT BELIEFS MOTIVATIONS CHALLENGES BEHAVIORS CLIENT argesr PROJECT NAME prueba What is the consumer WHO are they? mindset to capitalize on, in Identify who are our target order to build the growth groups needed? 83