There are a lot of creative shops and agencies that market themselves as able to buy and plan media schedules for their clients. However, very few are actually trained and aware of all the intricacies and tactics required for the implementation and tracking of a successful media plan. In the current media landscape, there are hundreds of options of how to spend you or your clients advertising dollars. This presentation will discuss ways to compare media cross platforms using strategic methods that will enable you to recommend the best solution to your clients. About the presenter: Danielle Goodrich is a passionate and strategic minded marketing person who has held positions as Director of Marketing at Barter Theatre, Media Buyer at The Tombras Group and an account manager at Bonten Media. She is a 40 Under 40 recipient and an ADDY and Pinnacle award winning director.

1. How to Develop a
Marketing Strategy
Danielle Goodrich

2. Define Marketing
Marketing: is the
entire process by
which a market is
identified, developed
and served.

3. Strategy
Strategy works on the target consumer’s mind
associating the product with benefits of value to
the target consumer.
It is often confused with tactics. Strategy
answers the question “Why buy?” Tactics
answer the question “Why buy now?”
A tactic enhances the strategy and uses a
limited duration event, offer or incentive to
inspire a consumer to act now.
Strategy is long term. Tactics are short term.

4. Essential Building Blocks
Define the marketing objectives by understanding
the business and business goals.
Targeting
Geography
Target Audience Media Usage
Seasonality-Timing
Benefits Sought
Competitive Perception
Positioning
Measure-Baseline Study

5. Targeting
Identify theTarget
Audience/Demographic
Who spends the most or generates the
most profit?
How would you describe this person?
Who are the heavy users and how can
you find more people like that?

6. Define Market Segments
Almost every brand has multiple
consumer segments they wish to target
Nike-could target every one who has feet
That is too broad for marketing purposes
Nike has to identify specific market
segments
Such as professional athletes, weekend
walkers, teenagers

7. Pareto Priciple
80/20 Rule
In every company a
minority of their
customers represent
a majority of their
revenue
20-25% of your
customers account for
70-80% of your total
revenue

8. Targeting
Demographics (Qualitative): Age, Gender,
HHI, Education
Psychographics (Quantitative): Attitudes,
Values, Preferences, Behaviors, Lifestyles
Generation Segments: Baby Boomers,
Generation Jones, Generation X,
Generation Y/Gen Next/Millenials

9. Research
The answers to these questions come
from market research which could be as
simple as asking the client, going online
and googling, asking a dozen shoppers or
as complex as a thousand telephone
interviews
Scarborough, MRI, NRS Media,
Quantcast, Citydata, U.S. Census

10. Charlotte Motor Speedway ex.

11. Not All Market’s Are Created Equal
Demographics within target markets may
vary
Therefore if this data is available in all of
your markets, make sure they are
consistent
Or make different target audiences for
each market

12. How to select the
marketing geography and
identify target markets

13. Target Markets
Market Potential Analysis
Determine Which Markets/Regions will generate
the most profit at the lowest cost
Use Traditional Media CPP (SQAD) against sales
in each market to determine whether a traditional
media spend is cost effective
Determine Growth Market Potential

16. Distributing Budget
Primary, Secondary, Tertiary Markets
Budget Distributed Accordingly
Determining the Budget
Client provides, or agency
recommendation
10-20% of potential profit/sales

17. Target Audience Media Usage

18. Consumer Purchase Funnel
100%
90% 19%
26%
80% 6% 41% 45% 49%
6% 59%
70% 3%
6%
7%
60% 5%
19% 4% 3%
50% 17% 4% 4%
3%
3%
40% 12% 11% 4%
11% 3%
30% 12%
20% 44% 40%
35% 34% 30%
10% 22%
0% Awar eness I nt er est Consider Pur chase Want t o Pur chase Visit St or e/ Websit e Mak e Pur chase
Tel ev i si on I nt er net New spaper Magazi ne Radi o Emai l Out door Ot her No Medi a I nf l uence

20. Media Usage Resources
Nielsen, Arbitron, MRI, Radiolocator,
SRDS, OAAA, TVB, IAB, Quantcast,
Mediacenteronline.com, Adage,
Mediaweek, American Advertising
Federation

21. Timing/Seasonality
Branding 350
Brand Equity
300
250
Customers
200
Customers
150
100
50
0
vs. 0 3 6 9
Months
12 15 18
Promotions
140
Today Customers
120
100
Promotions/Events 80
60
Customers
40
20
0
0 3 6 9 12 15 18
Months

22. Ticket or Sales Analysis

23. Sometimes Budget Effects Timing
For a brand strategy if a client can not
afford to be on annually, determine flight
weeks and dark periods
Look at slower periods of sales
A spike is easier to inflate than a valley

24. Flowchart TOTAL TOTAL
8/3/09 8/10/09 8/17/09 8/24/09 8/31/09 9/7/09 9/14/09 9/21/09 9/28/09 10/5/09 10/12/09 GRP's COST
LOCAL CAMPAIGN
ONLINE (Charlotte.com, WSOCTV.com, WBTV.com) $30,000.00
GEO-TARGETED CAMPAIGN
ONLINE (Facebook, Nascar Scene, Jayski, Media General, Nascar.com, thatsracin.com) $40,000.00
Social Media/Alternative Media/Guerilla $25,000.00
REGIONAL ADVERTISING
OUTDOOR: Charlotte $80,000.00
Radio: John Boy & Billy $20,000.00
TV: Regional Cable Sports Networks $7,500.00
SPEED Channel TRADE $3,750.00
National Spots via NASCAR
PRINT ADVERTISING
Newspaper (TBD based on Speedway Charlotte Observer ageement) $25,000.00
College Papers $7,500.00
Direct Mail
$72,000.00
LOCAL MEDIA FOCUS
TIER 1 - Primary Market: Highest Market Potential
TV INDEX CPP
TimeWarner-Cable $25,000.00
TimeWarner-TRADE $1,500.00
Charlotte 37 $137.00 50 50 50 100 100 100 100 50 600 $82,200.00
RADIO
Charlotte 22 $78.00 50 50 50 100 100 100 100 50 600 $46,800.00
TIER 2 - Secondary Market: High Market Potential
TV
TimeWarner-Cable $10,035.67
Greensboro-High Point-Winston Salem, NC 44 $60.00 50 50 50 100 100 100 100 50 600 $36,000.00
RADIO
Greensboro-High Point-Winston Salem, NC 42 $55.00 50 50 50 75 75 75 75 50 500 $27,500.00
TIER 3 - Tertiary Market: Average Market Potential
TV
Charter-Cable $10,625.00
Greenville-Spartanburg-Asheville 110 $55.00 50 50 50 75 75 75 75 50 500 $27,500.00
TimeWarner-Cable $10,785.56
Raleigh-Durham, NC 117 $150.00 $9,916.66
RADIO
Greenville-Spartanburg 62 $45.00 50 50 50 50 50 50 50 50 400 $18,000.00
Asheville 50 $29.00 50 50 50 50 50 50 50 50 400 $11,600.00
Raleigh-Durham, NC 83 $101.00 50 50 50 50 50 50 50 50 400 $40,400.00
TOTAL COST $668,612.89

25. Media Buying 101

26. Terms to know
CPM (Cost Per Thousand) – cost to reach 1,000 people
Formula: cost of 1 ad x 1000/circulation
CPP (Cost Per Point) – the cost to reach 1% of the HH in a given
market
DMA (Designated Marketing Area) – Nielsen term
Rating (estimate of audience expressed as 1%)
GRP -the sum of rating points in a plan (reach x frequency = GRP)
Reach – the unduplicated percent of an audience exposed to a
message
Frequency- the number of times each audience member was
exposed to a message
ROI – return on investment (net profit – cost of advertising) x 100
Impression – number of times an ad was displayed
http://blueonionmedia.com/glossary.php

27. Mediabuyerplanner.com
News about interactive, TV, radio, ooh,
print
the growth in online video ad spending will surge past TV growth through
2016. It will surge by 54.7% this year, and slow to 18.9% in 2016; but that
will far exceed TV’s 6.8% growth this year and 4.5% in 2016. But as it
predicted in January, TV will still exceed the online ad spend in 2016 (albeit
by a narrowing gap).
TV and online video views will be counted together
Forty-five percent change the channel during political news coverage.
Thirty-nine percent change the channel as soon as they see a political
advertisement.
Twenty percent are more likely to watch programs online, and 19% are
more likely to record programs they want to watch to avoid commercials.

28. Social Media News
The past 4 years was about social listening. The
past two were about social presence, next is
social advertising and later social commerce.
What are men interested in soccer talking
about? Social posts and ads.
Pinterests contests. Pinterest shoppers are 10x
more likely to make a purchase than visitors
referred to from other networks.
Check out AMC Theatre, British Midland
International and HuHot

29. Partnerships, Promotions &
Social Media
Look to partner with Develop creative
CVB, tourist outside the box
attractions, hotels & promotions
restaurants Have a person
PRT, Behavioral, dedicated to social
Keyword online media
advertising Interact via surveys
Align with a good and open ended
cause questions

30. Q&A
Thank you for your time! I hope you learned
something. If you have any questions I am
on Facebook and linkedin, or you can
email me at:
daniellegoodrich75@yahoo.com
http://www.youtube.com/watch?v=g1zwMMBL4D