Marketing in today’s marketplace takes a marketing expert that recognizes how consumers have taken control of the marketing proposition. Consumers control what media they consume. They control when they are marketed to and how they are marketed to. They even produce their own marketing and take an active role in marketing brands, products and services that they are passionate about. Today, marketing begins with the customer which is why we believe the key to successful marketing begins with a strategy that intersects your marketing goals and objectives with your customers needs and expectations.
Brand/Customer Intersections
BENEFIT
Make the most effective use of media by intersecting your business and marketing goals with your customers’ behavior.
SYNOPSIS
Brand/Customer Intersections is the effective mapping of consumer behavior against the total mediascape to identify where your message will meet your customer with greatest affect. In this process, media is evaluated based on its ability to reach people when they are their most receptive to your message. And most likely to act on it.
DELIVERABLES
Secondary Research. We conduct interviews with key members of your company, review input and research on your customers that you provide, conduct online research, and use subscription based research resources to produce a comprehensive evaluation of your business goals and customers needs.
Mediascape Mapping. Using the results of the primary research, we map customer behavior with our innovative evaluation of media properties to produce specific, confirmed media opportunities.
Media Buying Guideline. Our recommendation to you based on the results of the Primary Research and the Mediascape Mapping. In cases when a budget is provided, this includes negotiated rates for media.
OVERVIEW
In today’s media-saturated marketplace, it’s the customer that makes the rules. They have effectively built walls that block advertising messages although, according to their preferences, not all messages are blocked. Brand loyalty, the hunt for a bargain, the hunger for the next new thing, and other consumer behaviors create opportunities for meaningful marketing conversations with customers.
With more consumers customizing their own mediascape with an ever-growing array of communication devices and channels, mass media is quickly giving way to micro media. This change in the mediascape actually provides advertisers with more targeted opportunities for their messages. The key to effectively navigating this mediascape resides in the quality of intelligence acquired about the customer.
Mapping media with valuable insights into customer behavior, our innovative evaluation of media properties and consumers highlights the most effective ways to bring the right message to the right customer when they are most likely to respond.
TYPES OF INTERSECTIONS
Directory. The message is sought after and can be found easily. (i.e. online search, GPS, yellow pages, classified ads, etc.)
Referral. The message has value and can be shared. (i.e. social networks, viral marketing, affiliations, CGM, etc.)
Broadcast. The message applies to everybody in a large demographic. (i.e. TV, radio, Internet, outdoor, print, etc.)
Subscription. The message is tied to valuable content/service. (i.e. opt-in programs, print, RSS, mobile, etc.)
Incidental. The message corresponds with predictable behavior. (i.e. environmental, contextual messaging, POS/POP, behavioral targeting,etc.)
MEDIA BUYING APPROACH
Buying media is much more than deciding on a budget and meeting with representatives from the media (e.g., television, radio, newspaper, outdoor, direct mail, online, etc.). In fact, more time should be put into the media planning process than the media buying process.
What does media planning mean at Numantra?
It means accessing and evaluating all relevant information about the consumers you are trying to attract and the market in which you compete by defining the Brand/Customer Intersections. This includes an evaluation of demographics (primary and secondary), geo-demographics, lifestyle behavior, purchase patterns (your business and others), media consumption habits, projected media costs, etc.
It means looking at your current business to determine a plan of action for increasing revenues. This evaluation includes competitive review, BDI analysis, seasonality of sales, etc.
It means putting together buying guidelines to ensure the media buying process delivers the buy that is right for you. These guidelines include flighting, media mix, weekly weight/unit levels, reach & frequency goals, secondary audience delivery, minimum per unit deliveries, value-add/promotional goals, etc.
After all this work has been completed and approved by you, then the buyers start to work with the media reps to deliver the very best buy for your business. After the buy is made, we continue to monitor the buy to make sure you are getting what you paid for, i.e., proof of performance by media entity and by media segment. It is worth noting that our experience and leverage in buying media should result in not only a smarter media buy but a more efficient media buy. At the end of the day, you should expect to get a more effective schedule and you will get more for your money (more spots, more audience weight, etc.).
