How do we combine the discipline of media planning with cutting edge developments in the digital age?
Well, Antony Young of the Water Cooler Group seem to have the answer. In the second edition of his book Brand Media Strategy, Antony delves deep into the discipline of integrated communications planning, showing us how we can develop a strategic and holistic plan to drive brand marketing across all media touch points – traditional, experiential, digital and word of mouth.
Packed with a framework, tools, and numerous case studies in communications planning, Brand Media Strategy covers a wide range of topics. They include consumer behaviour, research, social media, digital and mobile media, influencer engagement, conversational marketing, transmedia storytelling, big data and analytics.
Let me highlight salient lessons from the book.
A key part of the book focuses on mapping out Consumer Pathways, and obtaining in-depth customer insights. Typically, this broadly includes current cultural and media trends, data on category, brand and product, views provided by opinion leaders, as well as consumer behaviours.
A Consumer Pathway comprises stages of brand influence: awareness, involvement, active consideration, purchase, consumption, relationship building and advocacy. An example of a consumer pathway and accompanying insight is seen below:
Courtesy of new or not
In determining how and where media can help, Young proposes that the “brand actions” that communication planners should work for ought to be outcome based (eg “Get noticed”, “Close the deal”, or “Make them feel special”) rather than output based (ie indicators like reach, frequency, impressions, gross rating points or GRPs, and cost per response).
With the consumer pathway in mind, media planners should put together an integrated communications plan comprising the following:
Like the conductor in an orchestra, weaving the various communication elements together require multi-talented “T-shaped” folks who can combine depth of knowledge in one marketing discipline (eg media, digital or creative) with a breadth of understanding.
A good way to visualise the Communications Plan is seen in the Brand Media Strategy Wheel below.
Brand Media Strategy Wheel (courtesy of Brand Media Strategy)
Throughout the book, Young emphasises the importance of uncovering brand media insights related to the receptivity of the target customer at the point of time (ie his or her specific context). Sources of insights can cover anything from consumers, markets, culture, brand, product category, future trends, usage patterns, purchase and ownership.
These can be unearthed through studying prevailing cultural and pop trends, talking to experts, observing what people do (ethnographic research), hitting the streets, journaling, and mining digital data. Thereafter, insights should be filtered and tested by asking probing questions to discern what they truly reveal before putting them into action.
With friends and family recommendations topping the list of “most influential touch points on purchase”, brands should strive to generate word of mouth recommendations. To generate such brand conversations, the following steps can be considered:
A key part of this involves working with influencers of various categories – business decision-makers and opinion leaders, recognised experts and analysts, media elite, cultural elite, and the socially connected. In the social world, they may be anybody with a significant social media presence on blogs, video sharing sites, or social networking platforms.
In determining the right touch points to be used, three key inputs are considered: data, consumer insight, and communication needs:
These can be represented by the diagram below (extracted from the book):
Touch Point Selection Criteria (courtesy of Brand Media Strategy)
Throughout various chapters in the book, Young elaborates on the significance of technological trends and their impact on media planning. They include the following observations:
Calling execution the “X-factor” leading to the success of campaigns, the book elaborates on some of the “Dos” and “Don’ts” of implementing the Communications Plan. A key part of this lies in briefing one’s media partners (digital, social, creative, PR, etc) with an integrated activation brief. An example of such a brief is highlighted below:
Finally, towards the end of the book, Young dived deeply into the worlds of metrics, analytics and Big Data.
Using the Consumer Pathway as a tracking device, the book proposes that the Key Performance Indicators (KPIs) should be calibrated to match the communication challenge that the plan seeks to address. These could range from ad and brand awareness, brand affinity, purchase consideration, actual purchase volume, to customer satisfaction, repeat purchase rate and net promoter scores. A key thing to remember here is that the best campaigns are focused on just two to three KPIs at the most.
To ensure that these are well considered, we should ask the following:
Comprehensive and detailed, Brand Media Strategy covers a wide spectrum of issues concerning the art and science of communications and media planning. Written from the trenches of an experienced media planner, it doesn’t just “poo-poo” traditional media with the advent of digital, but seeks to incorporate both in a holistic new fashion. I’d strongly recommend that you give this book a spin if you are a media planner, consumer researcher, marcoms specialist or publicist.
This blog post was made possible with a review copy from Palgrave Macmillan. Readers of Cooler Insights can enjoy a 30% discount on books ordered from Palgrave Macmillan’s website using the promotional code PM14THIRTY. Just log on to their website and check out their wide selection of professional, business and other titles.
Sign up to receive monthly updates