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Similar to Naartjie Grand Opening Strategy
Naartjie Grand Opening Strategy
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- 2. Po#sgrove, PA Des-n, FL Charlo#esville, VA Winder, GA Cleveland, TN Jacksonville, FL Savannah, GA LOCATIONS
- 3. COMMUNICATION GOALS CREATE AWARENESS,DRIVE ATTENDANCE, CREATE LOYALTY Reach Based Planning Define Target Audience Define Marketplace Media Mix Campaign Duration AUDIENCE MASS REACH DEFINE DEMO Monitor Analytics
- 4. COMMUNITY AWARENESS All messages should becrafted with clearly identifiable brand attributes Establish pre- promo benchmarks to measure on-going progress GENERATE EXCITEMENT Choose media that allow feedback and measure Develop strategy to communicate in a meaningful way with consumers Establish feedback channels COMMUNICATE ATTRIBUTES Plan should establish measurable standards of performance for success Attendance, concession sales, online engagement Per screen or comp performance? CREATE BRAND LOYALTY Use social media to establish and encourage deeper engagement. Use analytical tools to identify target opportunities and refine strategy MAXIMIZE ATTENDANCE Define media delivery in goal measured GRP/CPP, CPM, etc. Impression based digital vs. CTR traffic goal COMMUNICATION GOALS HIGHER RECALL > DEEPER ENGAGEMENT
- 5. SET DELIVERY OBJECTIVES Reach &Frequency Dominate, promotion, sustaining MEDIA AVAILABILITY OUTLETS Avails,CPP, CPM SUBMIT PLAN & BUDGET Reach based zero budget cost driven EXECUTE PLAN Make buy, traffic produc1on Monitor and admin IDENTIFY MEDIA PARTNERS Local engagement Remotes, value added, etc. POST BUY ANALYSIS Verify and analyze alter base template DEFINE MARKET Geography Footprint PRE-‐LAUNCH POST EVENT/SUSTAINING MEDIA PLANNING CHECKLIST 4 -‐6 month LAUNCH IDENTIFY CHARITY Coordinate with staff And engage supporters.
- 6. • Establish min.reach and frequency goals (80/5) • Achieve optimal mix/levels for different campaigns Media Weight Levels • Define campaign length and awareness goal • Apply flighted strategies/message management techniques Measured Flighting • Develop strategies grounded in customer trends • Multiple channels yield delivery efficiencies (3 rec.) Media Selection • Define digital opportunities • Determine appropriate investment levels Digital Strategy • Measure campaign success, business growth with changing marketing priorities • Redefine objectives and strategy Optimal Investment DRIVING MEDIA EFFECTIVENESS VARIETY OFVARIABLES AFFECT BUDGET/RESULTS
- 7. REACH BASED PLANNING DEFINESTHE TARGET AND DELIVERY CHANNELS SETS REASONABLE GRP LEVELS FOCUSES ON ACHIEVING REACH & FREQUENCY GOALS AUDIENCE SET GOAL REACH DEFINE DEMO FREQU ENCY
- 8. IS IT COSTEFFECTIVE EVALUATE USING CPMVS. CPP > REACH CPP – Allows comparison between media & targets • Can index a CPM because universe base is equal – Example: • Men 18-49 Universe = 300,000 • Women 18-49 Universe = 400,000 • Vehicle Unit Cost = $50,000 – Delivers 10 GRPs to Men and to Women CPP: Unit cost / GRPs Men = $5,000 Women = $5,000 CPM: Unit Cost / Impressions Men = $16.67 Women = $12.50 CPM
- 9. RECOMMENDED GRP LEVELS PLANTOTAL DELIVERY BASED ON WEEKLY DELIVERY GOALS Objective Weekly GRPs Weekly Reach 4-Week GRPs 4-Week Reach Dominate 425 90% 1,700 95% - Television (cable) 275 75% 1,100 90% - Local Radio 150 53% 600 71% Base (promo) 130-160 65% 520-640 90%
- 10. 0-- TV, 29% Cable TV, Online,29% News, 1% Magazine, 1% Other, 3% Radio, 4% Mobile, 18% MEDIA USAGE DRIVES CHOICES MEDIA SELECTIONS BASED ON DEMOGRAPHICS Time spent per day • Robust database Offers insights into programming and marketing to listeners Provides engagement metric with stations and advertised brands • 22% of people who visit a Broadcast Radio station website clip advertiser coupons
- 11. Note: costs varysignificantly by market and geographic area, as well as number of available media outlets. Costs are an average estimated cost. Media Mix ENSURE MEDIA WEIGHT ACHIEVES REACH AND FREQUENCY GOALS TV/Video mass reach awareness emotion Digital flexiblility interactivity personalization extend video reach beyond TV Print message detail dwell time engagement trustworthiness Radio call to action reach and frequency trusted presence dayparting Outdoor creative cut- through awareness visual innovation proximity
- 12. 0-- TELEVISION STILL THE DOMINATEVIEWERCHOICE • TELEVISION STILL KING Highest number of gross viewers Highest level of usage • 40% of people engaged with media are using TV • Across all demographics average TV usage tops 3.5 hours per day Household Penetration 90% 85% 70% 65% 90% 60% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 13. 0-- TELEVISION WHY USE CABLE? • TELEVISION STILL KING Local cable TV allows you to focus your message and precisely target your most valuable potential customers in a desired demographic area DMA Interconnect Ad tag – Ad copy
- 14. 0-- TELEVISION STILL THE DOMINATEVIEWERCHOICE • During 2011/12 season,Adults 18-49 watched roughly 32 hours of TV per week – Equates to nearly 4.5 hours per day
- 15. 0-- • During 2010/11season, Adults 18-49 watched roughly 32 hours of TV per week – Equates to nearly 4.5 hours per day THE CHANGING LANDSCAPE TRADITIONAL MEDIA CHOICES LOSING GROUND +32% growth in Mobile +8% growth in Internet TV still majority of time spent Share of Time Spent per Day with Media
- 16. 0-- DISADVANTAGES Radio market canbe fragmented Must purchase multiple stations to reach all target market segments. Attention can be low (background clutter) Commercial Clutter lack of visual impact UNIT SELECTION BACK TO BACK SPOTS are cost effective way to support multiple messages. :30 Grand Opening (Features) :30 Charity Night :30/:30 doubles GRP delivery ADVANTAGES A cost effective mass medium capable of easily delivering your message to many people Targetable (by demo, lifestyle and geography) Appropriate for call-to- action Trusted environment gives positive halo to ad messages RADIO TRUSTED MEDIA DELIVERS LOYAL AUDIENCE
- 17. 0-- TUNED-IN WEEKLY BROADCAST RADIOLISTENING IS CONSISTENT AND STRONG Source:Arbitron, RADAR 115, Dec. 2012,Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates) M 18+ W 18+ 16 Hours Per Week Nearly 14 Hours Per Week
- 18. INFLUENCING BEHAVIOR RADIO DRIVESTRAFFIC WHICH INCREASES BRAND AWARENESS AND PURCHASE INTENT Source: Katz Marketing Solutions, custom research study. Film Awareness +29% Increase Once Exposed to Radio Campaign Purchase Intent Likelihood of Opening an Account +20% +12% Theatrical (Thriller) Electronics (Digital Cameras) Finance (Consumer Banking) 105
- 19. 0-- RADIO DOMINATES DAYTIME AUDIENCEDELIVERY Local Streaming Station Audience,Arbitron PPM, October 2012, Persons 18+ (33 stations from 24 metros) Drive-time peaks are expected when streaming in cars becomes standard. LISTENING PEAKS between 8AM – 5PM8-9 AM 4-5 PM
- 20. WORKING 9TO 5 RADIODOMINATES THE RETAIL DAY 51% % of MediaTime Spent per Day, A25-54 BROADCAST RADIO Internet 43% Television 39% Newspaper 22% Magazine 18% Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-2012/Doublebase Respondents) weighted to population. Base:Adults 25-54; Daypart: 9AM-5PM
- 21. 0-- DISADVANTAGES Short term availability Messagebrevity Creative production cost Long term inventory holding DIGITALS BB Higher unit cost, lower production cost Multiple facings per mkt. Primary travel arteries Target competitor locations Multi/daypart specific messaging Brighter graphics Motion available ADVANTAGES Quickly build reach & frequency. Creative cut through Ability to provide localized messages to many people Targetable (by demo, lifestyle and geography) the right people are exposed with little waste 24/7 delivery OUTDOOR 24/7 DELIVERY. HIGH REACH AND FREQUENCY
- 22. 0-- OUTDOOR 24/7 DELIVERY. HIGHREACH AND FREQUENCY • ELECTRONIC BOARDS Multiple messages/daypart Teasers Eliminate production/unlimited message • Feature X • Promote Charity Night/Events/Titles • Available on month to month
- 23. 0-- DIRECT MAIL DATA MININGAND GROUP COUPONING • Mailed to household within a defined radius 1 – 3 mile defined household reach Can customize geography • Feature new attributes • Direct to online to signup for Rewards Program • Coupons: discount BOGO admission, online rewards
- 24. 0-- CHARITY EVENT ESTABLISH STRONGCOMMUNITY TIES • EXAMPLE: Ronald McDonald House Charities exist in most markets National Charity with strong local base • Involves multiple outlets in every market • Distribution to every customer in-store and drive-thru (3,000 per store per day avg.) • Engages staff, supporters, media and public • CHARITY NIGHT: admission proceeds to benefit Customer Bagstuffer
- 25. 0-- SOCIAL NETWORKING CONTINUES TOGENERATE MASSIVE NUMBERS • Social media reaches 80% of the active online population. • Applications like Facebook and Twitter allow users to access audio, video and coupons • Facebook reaches 60% or A18-49 each day • 50% of Twitter users sign in once a month, 25% sign in every day • More than half of Facebooks users log in every day • Percentage of access for social networks via mobile is increasing by 24% each year. Source: USC,Annenberg School of Communications & Journalism, PSI Study Released June 2012,Woodley, P. and Movius, L 162MM online users 57MM mobile users (50%YoY Growth) 90MM online users 13MM mobile users (75%YoY Growth)
- 26. 0-- MOBILE MOBILE DEVICES STEADILYGROWING • The number of mobile phone subscribers surpassed the number of people living in the US. • 51% of consumers own a mobile device. Up 34% in 2012. • 14% own tablets. UP 400%. • 10% own internet connected TV’s. UP 25%. • Smartphone owners index at 103 for weekly AM/FM listening audio content on a cell phone/smartphone • 55% of listeners said they listen to their favorite personalities on computers or mobile devices when away from a Radio Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc. Edison Media Research; USC,Annenberg School for Communication & Journalism, PSI Study Released June 2012,Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA
- 27. 0-- MOBILE PHONE MORE MOBILESUBSCRIBERS THAN PEOPLE IN THE US Sources: 2011 Mobile Consumer Report, Experian/Simmons;The Infinite Dial 2012 – Arbitron Inc. Edison Media Research; USC,Annenberg School for Communication & Journalism, PSI Study Released June 2012,Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA US Mobile Phone Subscribers (millions & % of population)
- 28. DIGITAL GROWTH DIGITAL OFFERINGSARE STEADILY INCREASING > GROWING UTILITY IN DRIVING HIGHER R & F Higher cost begins to decrease yield Ideal CPM range $5 CPM $35 CPM Info-seeking High consumer involvement Drives efficiency Visual impact Two-way dialogue Brand Connections Build advocates On-the-go Location targeted Call-to-action High consumer involvement Location & daypart targeting Message flexibility Extend TV reach Sight, sound & motion Break through Ad Network Display Social Mobile Video Gaming DOOH
- 29. CLICKS/CTR Number of times a banner was clicked INTERACTIONS Number of times banner was interacted VIDEO COMPLETION Percentage of video did the viewer watch USER ACTION RATE % of users That took desired ac-on – Download, Friend, etc. VIDEOVIEWS How many people saw :15 or :30 Spot PURCHASE OR LIFT Conversion or shift in brand awareness IMPRESSIONS Number of times banner was served Awareness campaign engagement: Passive user response Deeper user engagement: Ac-ve user response DIGITAL MEDIA MEASUREMENT
- 30. 0-- ACTIVATE FACEBOOK PAGE FACEBOOKGENERATES HIGH INCIDENCE OF USE MORE DAILY INTERACTION ANDTIME ONSITE FACEBOOK users and SM interaction have created an entirely new ad channel (Audience levels exceed radio in 2003) Ad revenue generated exceeds print category Largest % shift of users is to digital/SM • Impression based opportunity • Click through capability • User analytics more robust than any other media • Search based/discovery based/Demographic targeting • Owned channel • Consumer engagement/brand loyalty
- 31. 0-- ACTIVATE FACEBOOK PAGE USETRADITIONAL ADVERTISING TO IMPROVE TARGETING PAID ADVERTISING further capitalizes on quality content and increases likelihood for virality • Target radius around specific location • Target demographics (age, gender) •Target interests •Use keywords
- 32. 0-- ACTIVATE FACEBOOK PAGE FACEBOOKUSERS CAN BE IDENTIFIED BY THEIR DATA GEOGRAPHY, INTERESTS, DEMOGRAPHICS
- 33. 0-- ACTIVATE FACEBOOK PAGE USAGEAVAILABLE ON MULTIPLE PLATFORMS D
- 34. 0-- SAMPLE GOOGLE AD USERSARE EXPOSED DURING SEARCH USING KEY WORD
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- 36. 0-- VIRALITY OF SINGLEPOST DEAL DRIVEN CALL TO ACTIONS YIELDS GREATEST INTERACTION 80,024 reach 66,989 shares 13,037 likes 3,405 comments
- 37. NEW PAGE LIKES(97,000 – 142,000) DEC. 2012 • 45,000 New Page Likes 28,720 New Page Likes on Dec 28th • 26,559 came from a mobile device
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- 39. PHASE – 1 3-monthspre-opening Identify/Secure outdoor Media contacts & rates Local opportunities Station promotions/Trade Identify Charity - Leverage audience Chamber of Commerce - Ribbon cutting - Newsletter insertion - Email distribution PHASE – 2 6-weeks - Finalize direct mail offers and radius 1 Month - Post teaser outdoor - Countdown Clock – digital boards - PR/media alerts 2 weeks - Direct mail drop - Begin teaser radio - Grand opening - Charity/VIP Night - Newspaper insertions CAMPAIGN 4-week duration 2-week Pre-Opening - Generate excitement - Charity Event 2-week Post-Opening Media Platforms - TV, Radio, Local Newspaper, Direct Mail PROMOTIONALTIMELINE TACTICAL PLAN
- 40. GRAND OPENING MEDIABUDGET Medium Duration Unit Cost Total Cost Digital Outdoor 2-months 2 boards $xxxx/ea $x,xxx Direct Mail 3-mile radius 10,000 HH $x,xxx Digital/Social Media 2-months $x,xxx/mo $x,xxx Radio 4-weeks 150 GRPs Avg $xx CPP $x,xxx Newspaper 4-weeks Full Color ¼ to ½ page $x,xxx Cable TV 4-weeks $x,xxx/wk $x,xxx Total Cost $xx,xxx Note: costs vary significantly by market and geographic area, as well as number of available media outlets. Costs are an average estimated cost.