TMK.edu Communications Planning: June 2015
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COMMUNICATIONS PLANNING: WHAT IT IS AND WHY ITS IMPORTANT
JUNE 24, 2015
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What we’ll talk about
• WHAT IS COMMS PLANNING?
• PROCESS DEFINED
• LIVE EXAMPLES
• SUMMARY
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LOTS OF NAMES FOR IT...
TitleInsertion Date:FP4C Cost:Circulation:
Media PlanningEngagement Planning
Communications Planning
Contact PlanMedia Strategy
Channel Planning
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BUT WHAT IS COMMUNICATIONS PLANNING?
TitleInsertion Date:FP4C Cost:Circulation:
“Communication planning is the art and science of reaching target audiences
using marketing communication channels such as advertising, public
relations, experiences or direct mail for example. It is concerned with deciding
who to target, when, with what message and how”
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MORE SIMPLY DEFINED...
Reaching the right AUDIENCE...
TitleInsertion Date:FP4C Cost:Circulation:
...With the right MESSAGE...
...At the right TIME!
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UNIFIED STRATEGY IN A CHAOTIC WORLD
TitleInsertion Date:FP4C Cost:Circulation:
Comms planning helps us...✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan✓Ensure consistency across all media and communications✓Outlines clear outcomes and expectations
...When there’s so much to consider
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UNIFIED STRATEGY IN A CHAOTIC WORLD
TitleInsertion Date:FP4C Cost:Circulation:
Comms planning helps us...✓Identify the ways consumer interact with brands ✓Prioritize touch points to devise the most effective channel plan✓Ensure consistency across all media and communications✓Outlines clear outcomes and expectations
...When there’s so much to consider
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COMMUNICATIONS PLANNING CYCLE
TitleInsertion Date:FP4C Cost:Circulation:
Brand Immersion:
Understand the Brand, the
business and the target.
Determine goals and campaign
parameters
Strategy Development:
Map out strategic framework across
all channels, include POEM.
Find the BIG IDEA.
Tactics Planning:
Define channel roles, budget allocations, develop media plan
Implementation:
Implement, execute and monitor media
plan
Evaluation:
Analyze campaign performance,
gather insights and learnings
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COMMUNICATIONS PLANNING CYCLE
TitleInsertion Date:FP4C Cost:Circulation:
Brand Immersion:
Understand the Brand, the
business and the target.
Determine goals and campaign
parameters
Strategy Development:
Map out strategic framework across
all channels, include POEM
Tactics Planning:
Define channel roles, budget allocations, develop media plan
Implementation:
Implement, execute and monitor media
plan
Evaluation:
Analyze campaign performance,
gather insights and learnings
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BRAND IMMERSION...FIRST STEPS, KNOW YOUR CLIENT
Deep dive into brand’s business and campaign nuances. Ask questions, get clarity.
TitleInsertion Date:FP4C Cost:Circulation:
Understand the client and their business via desk research & client provided materials
Client briefs provide info on background, campaign objectives, target market, budget, etc
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BRAND IMMERSION: ALL THE TEAM PLAYERS
TitleInsertion Date:FP4C Cost:Circulation:
All looking to help client
achieve objectives
and
Media Planning Agency
Media Buying Agency
Social Media AgencyCreative Agency
Events Marketing Agency
Public Relations Agency
CRM Agency
SEO Agency
In house media department
Mobile Marketing Agency
Branding Firm
Content Marketing Agency
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BRAND IMMERSION: COMPETITIVE & CATEGORY KNOWLEDGE
Conduct a full market landscape analysis to understand what other brands are doing in media and how to best compete and stand out in the market space
TitleInsertion Date:FP4C Cost:Circulation:
Quantitative Analysis:What are competitors spending? How are they spending?
Qualitative Analysis:What are the communications platforms? What trends do we see?
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BRAND IMMERSION: TARGET INSIGHTS
TitleInsertion Date:FP4C Cost:Circulation:
Understand the target- who it is, what they like, how they live and how they interact with brands and media. Target insights can help map out the consumer journey through media, which helps inform media touchpoints
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BRAND IMMERSION: UNDERSTAND CAMPAIGN GOALS & LIMITATIONS
✓ Awareness?✓ Brand lift?✓Revenue?✓Acquisition?✓Everything????
What does your client want to achieve? And what might make that difficult??
✓Budget restrictions✓Cluttered marketplace/seasonality✓Brand hurdles
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STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER
TitleInsertion Date:FP4C Cost:Circulation:
Target Insights
Marketplace & Industry Trends
Agency Partner Insights/Ideas (e.g. message or comms
platform)
Campaign Goals
Obstacles to overcome
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STRATEGIC DEVELOPMENT- BRINGING IT ALL TOGETHER
The media strategy or communications strategy combines all insights to identify the “big idea”, optimal touch points or platforms for the campaign
TitleInsertion Date:FP4C Cost:Circulation:
Target Insights
Marketplace & Industry Trends
Obstacles to overcome
Agency Partner Insights/Ideas (e.g. message or
comms platform)
Campaign Goals
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Owned Media:Brand’s own content (website,
social platforms, etc)
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STRATEGIC DEVELOPMENT- NOT ALL ABOUT PAID MEDIA
Paid media is no longer the only way for brands to engage their consumers. More than ever before, brands have many options and outlets to communicate with their target
TitleInsertion Date:FP4C Cost:Circulation:
Paid Media:Traditional Advertising across
any channelEarned Media:
Blogs, PR, Press, Shares, etc
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STRATEGIC DEVELOPMENT- PAID_OWNED_EARNED MEDIA
While we specialize in paid media, our jobs as planners is to consider how all media works together
TitleInsertion Date:FP4C Cost:Circulation:
The importance of POEM:
✓Stretches budget ✓Opens up more opportunities for visibility and engagement✓Creates the most cohesive marketing programs
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STRATEGIC DEVELOPMENT- DEVELOPING A STRATEGIC FILTER
Consider a criteria list to help identify how various opportunities, ideas, media channel, placements, etc fit into the communications strategy:
✓Does this achieve campaign objective?
✓Does this communicate our message?
✓Are we effectively and efficiently achieving our objective?
✓Are we speaking to our target? At the right time? In the right places?
✓Does this leverage all other existing brand efforts?
TitleInsertion Date:FP4C Cost:Circulation:
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AND USE AS MANY RESOURCES AS POSSIBLE
Syndicated ResearchMRISimmons ComscoreFusionKantarMOAT Pro
TitleInsertion Date:FP4C Cost:Circulation:
Business IntelligenceeMarketerIconoculturePEWForresterStatistica
Desktop ResearchGoogle searches are you best friends
Social AuditingSysmosFacebookTwitterInstagram
Comms Planning ToolsPointlogicNielsen R/F
In-Person ImmersionInterviewsFocus GroupsProduct Trials/Visits
Client MaterialsBriefsSales historyWebsiteCorporate ReportsTarget/Focus Groups output
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LETS WALK THROUGH SOME LIVE EXAMPLES
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FALL FOR FASHION- FALL 2014
MULTI OBJECTIVE PLANNING EXAMPLE
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FALL CAMPAIGN GOALS
TitleInsertion Date:FP4C Cost:Circulation:
What are our goals?
✓Driving new customers to the brand, ultimately customer acquisition
✓Build brand relevancy, shifting perception through engagement
✓Explore new media buying strategies that compliment existing Lane Bryant strategies
✓Demonstrate media impact, understand engagement metrics beyond ROI
✓Understand how we can scale and augment Fall efforts for Spring
✓Reporting against clearly defined KPIs short term; defining a new reporting system long term
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FOCUSING FALL EFFORTS
With $1.5MM budget, we need to focus budgets and complement on-going Lane Bryant media efforts
TitleInsertion Date:FP4C Cost:Circulation:
On going Lane Bryant paid media efforts: Drive ROI with ower funnel tactics
✓Retargeting✓Reactivation✓Prospecting (via Datalogix)✓Limited Mobile for Customer Reactivation✓Limited Paid Social for Fan Acquisition✓Paid Search
Lane Bryant Fall Focus: Expand audience base with acquisition
✓Prospecting (via contextual & search retargeting; social)✓Video✓Publisher Partnerships✓Mobile for Customer Acquisition✓Retargeting✓Reactivation✓Prospecting (via Datalogix)✓Limited Mobile for Customer Reactivation✓Limited Paid Social for Fan Acquisition✓Paid Search
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ACHIEVING OUR OBJECTIVES: FULL FALL PERIODNumerous digital tactics need to be employed to effectively achieve our objectives:
TitleInsertion Date:FP4C Cost:Circulation:
*Specific spend not broken out for social from $1.5MM, incorporated in prospecting
• Reposition Lane Bryant brand as a credible fashion destination
• Drive new customer acquisition, including a younger demographic
• Demonstrate media impact on customer reactivation
Publisher Content Partnerships:
$635K
Video: $350K
Mobile:$50K
Prospecting via Contextual:
$415K
Paid Search:$3.3MM
Paid Social*: $40K
Datalogix Display:$300K
Mobile:$391K
• Bought/planned by TMK • Bought/planned by LB
• Demonstrate media impact on customer retention
Affiliates:$165K
Email Marketing:
$612K
Direct Marketing:$9.25MM
Retargeting:$188K
EDO:$300K
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LANE BRYANT FALL ’14: CONTENT
CUSTOM CONTENT TO SHIFT BRAND PERCEPTION OF LANE BRYANT
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LANE BRYANT FALL ’14: RESULTS
+
$7.3 ROASWITH
$11M
IN REVENUE
SUPPORTING HIGHIMPACT MEDIA, VIDEO
AND TARGETED DISPLAY
CUSTOM ALIGNMENT WITH
17% BRAND LIFT
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#IMNOANGEL
PAID, OWNED, EARNED & BIG IDEA EXAMPLE
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SPRING OVERVIEW
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THE ASKRecommended channel strategy for launch of Cacique campaign
MARKETING OBJECTIVES*‣ Build awareness of the Cacique brand as gateway for Lane Bryant‣ Acquire new customers‣ Re-engage prior Lane Bryant shoppers‣ Shift Lane Bryant brand perception‣ Drive increased purchase intent and sales for Cacique & Lane Bryant
BUDGET$5MM
*Per client brief
THE IDEAStart a movement with
#ImNoAngel}Friday, August 28, 15
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THE IDEA
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we need to go big and be disruptive.
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COLLABORATION
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Earned
Paid
Owned
#ImNoAngel requires tight collaboration
This plan took... 2 media days, 2, 4 hr all agency in person brainstorms, weekly status calls, in person
creative kick offs & brainstormsFriday, August 28, 15
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HIGHEST IMPACT AT LAUNCH
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SOCIAL PRESENCE AT THE CENTER
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We will launch #ImNoAngel with a clear POV
Influencers are key:celebrities, bloggers, sales associates and consumers
Consumers will participate in #ImNoAngel
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#IMNOANGEL SOCIAL OPPORTUNITY
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PAID OWNED EARNED
Publisher sponsored posts. Promoted posts can link to FB page or #ImNoAngel landing
page
Heavily feature #ImNoAngel content to ensure there is continuity with messaging
Call followers to Share Their Sexy (i.e. a shimmy video)
Publisher sponsored Instagrams or Native Ads
Post campaign and product imagery; regram user generated content
Call followers to Share Their Sexy (i.e. a shimmy video)
Publisher sponsored Tweets or Sponsored Tweets
Create a conversation about Sexiness - consider having a live tweet convo with a
guest tweeterFoster conversation around body image and
the message behind every kind of sexy
Partners who enable pinning from ads (Triplelift) or activate Pinterest Influencers
(Hello Society)Create boards featuring a combination of
product, campaign imagery, and UGCEncourage pinning of product and campaign
imagery through incentives
Consider sponsored tumblr posts if a tumblr is created for the campaign
Feature “Team Cacique’s” stories on the tumblr
Call followers to share a story about their kind of sexy to be reblogged on the tumblr
page
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COMMUNITY
CELEBRITIES
BLOGGERS
INFLUENCER ACTIVATION
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BRAND
Contract celebrities to endorse the campaign
PAID MEDIA SOCIAL PR
Activate select celebrities through WhoSay
Start conversations with celebrities on social media
‣Reach out about the campaign before launch to encourage participation‣Invite top celebs to press events
‣Work with PR to provide product‣Feature blogger content on-site‣Ask bloggers go submit shimmy, etc
Negotiate intensive blogger partnerships for content
‣Leverage existing relationships to create social chatter ‣Feature blogger content
Seed bloggers with product and messaging to encourage
they Share Their Sexy
‣Store & Site to feature CTA & UGC ‣Encourage associates to participate & spread the word
‣Strong CTAs in creative‣Create incentives with publisher partners
‣Highlight UGC
‣Start conversations on socialEnsure that press releases include CTA
In order to spark a movement, we must activate three tiers of influencers prior to and at launch. These activations can be accomplished through multiple disciplines, but require tight collaboration to avoid overlap and create a cohesive story:
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MISSION CONTROL
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real time content distribution
react in real time
real time optimization
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STARTING A MOVEMENT
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We need a catalyst to start a movement around #ImNoAngel.
We need a buzz worthy stunt to get everyone talking.
Adidas Shoebox Pop-up ShopGossip Girl Tune-in
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Content Seeding & Distribution
SUPPORTING THE DISRUPTION
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ReachReach Engagement
Amplification
Content SeedingContent Partnerships
High impact digital
Paid Social
Programmatic TVOnline Video
Scaleable OOH
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A UNIFIED COMMUNICATION PLAN
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RoleDisruptive
Consumer Reaction
Visible
Social
Emotional & Personal
Product
“Did you see what Lane Bryant is doing?!”
“I can’t believe they did that!”
“I love this campaign. Cacique gets
“I’d feel sexy in this bra”
“I want to show off my kind of sexy”
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PRELIMINARY PAID MEDIA FRAMEWORK
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VIDEO SPOT DISTRIBUTIONto showcase message at scale
HIGH IMPACT OOHto make a statement
DISRUPTIVE DIGITALlarge scale take-overs for national reach
45%
40%
15%
CHANNEL % OF BUDGET
For the biggest disruption, the splashiest and highest impact media should launch at the
same time
TIMING
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STRATEGIC TIMING
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OOH media requires long
production lead times- campaign launch date must account for this
Production
Launch of campaign should be determined by key factors:
A communications platform like Every
Kind of Sexy calls for highly collaborative
efforts and fully developed program
AlignmentIn absence of a
cultural or seasonal tie-in we can launch during a period with minimal clutter to let #ImNoAngel shine
Seasonality
Considered launch: Early April
Everything must launch together. We have one shot to launch big.
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GOING IN WITH A BOOM
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Media will be flighted strategically, teasing first with social outreach, launching with high impact, and sustaining momentum with standard media and content
TEASE LAUNCH RUN SUSTAIN4/3 5/31
Influencer Activations
OOH
Digital
Social
Amplification (TBD based on press)
Video
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‣ How widely is #ImNoAngel used?
‣ Did we drive a lift in-store traffic and sales?
‣ Did we drive more web traffic?
‣ Did we shift brand perception and purchase intent for Cacique & Lane Bryant?
‣ Did we shift social sentiment for Cacique & Lane Bryant?
KPIS
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#IMNOANGEL USAGE
TRAFFIC LIFT
SALES LIFT
BRAND PERCEPTION LIFT
SOCIAL SENTIMENT
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HOW WE GOT HERE
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The development and execution of this plan required...
2 media days
2, 4 hr all agency in person brainstorms
Weekly all agency status calls
Mulitple in person creative kick offs & brainstorms
4 client presentations
Countless emails and one off conversations with our creative agency
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#IMNOANGEL SUCCESS
High Impact Disruption across TV, OOH, Digital & Social with a 9.9 iSpot TV ad effectiveness rating
12.6 Billion media impressions in 3 weeks
Over 20K additional Facebook fans in just 3 Days
126K social actions from paid influencer media in first week of campaign
2 days trending on Facebook
1 very angry and threatening NYC Councilman
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MA
Y 27
TH, 2
015
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THE ASSIGNMENT
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THE JBL CORDFAIL ASSIGNMENT
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Media activation recommendation for JBL CordfailTo support the launch of
JBL E40 and Reflect headphones during the
2015 holiday period
Provide strategic spending
recommendationRecommended media
spend in the US, Germany, Netherlands, and France
Recommended breakout of spend by media type
Discuss KPIs and measurement
For each activation pillar, recommend specific
measures for tracking performance and success
[+] [+] [+]
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WHAT WE DID TO PREPARE
49
• Iconoculture• eMarketer• Forrester• PEW• comScore• SDL• Media & Marketing Trades• Media Partner Research
• Kantar • Monitor Plus• MOAT
• Simmons Connect • Comscore Fusion
• Consumer Interviews• Ideation Sessions• Discussions with top music platforms
• Sysmos• Amazon Product Reviews• Audio & Music Blog/Sites• Tech Trades• In-store experience• Product experience
• Point Logic• CIA Factbook• IndexMundi• Global Economic & Financial
Research
CATEGORY IMMERSION
GLOBAL MEDIA MIX ANALYSIS
BUSINESS INTELLIGENCE
COMPETITIVE ANALYSIS
TARGET ANALYSIS
PRIMARY RESEARCH
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OUR APPROACH
50
I. BRAND IMMERSION
II. STRATEGIC DEVELOPMENT
III.PLAN DEVELOPMENT
ATTACKING THE ASSIGNMENT
MEDIA CONSUMPTION ANALYSIS
GLOBAL MEDIA OPPORTUNITIES
COMPETITIVE
TARGET AUDIENCE ANALYSIS
CHANNEL PLANNING
BUDGET ALLOCATIONS
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THE NUMBERS SPEAK FOR THEMSELVES
51Source: Headphone Spend, Nielsen Monitor Plus; Kantar
2014HEADPHONE MEDIA SPEND
GERMANY NETHERLANDS US
$535K $1.1MM $7.2MM
$10.9MM - $68.6MM
$7.4MM $2MM $27.3MM
$47K - -
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WE’RE BEING OUTSPENT IN THE MEDIA THAT MATTERS MOST
52
GERMANY
BRAND TV DIGITAL OOH PRINT
Beats 54.00% 57.00% 57.00% 78.00%
Bose 44.00% 42.00% 43.00% 12.00%
JBL 2.00% - - 9.00%
Sony - 1.00% - 1.00%
Beats - - - -
Bose 68.00% 100.00% - -
JBL 32.00% - 100.00% 100.00%
Sony - - - -
Beats 73.00% 71.00% - 4.00%
Bose 19.00% 25.00% - 96.00%
JBL 8.00% 4.00% - -
Sony - - - -
NETHERLANDS
USA
SOV BY CHANNEL - FULL YEAR 2014
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OUTSPENT IN THE CATEGORY
53
FOR EVERY DOLLAR JBL SPENDS,
BEATS SPENDS $9.
Source: Nielsen Monitor Plus; Kantar
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AND OUT-TALKED ABOUT
54
FOR EVERY JBL HEADPHONE MENTION
THERE WERE10 BOSE
HEADPHONEMENTIONS
THERE WERE216 BEATS
HEADPHONEMENTIONS
Source: Sysmos US
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BUT THE WIRELESS CONVERSATIONIS STILL NASCENT
55
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US
56
Average Customer Review
ALL HEADPHONES
Average Customer Review
CORDLESS
Average Customer Review Average Customer Review Average Customer Review
Average Customer Review Average Customer Review Average Customer Review
7% 15% 8% 7%WIRELESSMAKES UP:
Source: amazon.com
48,500 752 100 1,024
2,844 119 8 77
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FRANCE
57
Moyenne des commentaires client
ALL HEADPHONES
Moyenne des commentaires client
BLUETOOTH
Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client
Moyenne des commentaires clientMoyenne des commentaires client Moyenne des commentaires client
5% 25% 35% 18%WIRELESSMAKES UP:
Source: amazon.com
12,390 320 148 139
612 70 52 26
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GERMANY
58
Durchschn. Kundenrezension
ALL HEADPHONES
Durchschn. Kundenrezension
BLUETOOTH
Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension
Durchschn. Kundenrezension Durchschn. Kundenrezension Durchschn. Kundenrezension
7% 4% 3% 18%WIRELESSMAKES UP:
Source: amazon.com
24,464 276 130 236
1,787 12 4 44
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WIRELESS’ ABILITY TO REDEFINE HEADPHONES
59
“PORTABLE BLUETOOTH HEADPHONES REPRESENT THE
NEXT EVOLUTION IN HEADPHONE TECHNOLOGY”
CNET, 2015
Source: CNET, Future Source Consulting 2015
THE WIRELESS CATEGORY IS FORECASTED
TO INCREASE...ACCOUNTING FOR
21% OF WORLDWIDE SHIPMENTS BY 2018
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60
WIRELESS REPRESENTS A TREMENDOUS OPPORTUNITY BUT IT REQUIRES FOCUS.
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BOSE IS THE NOISE CANCELLATION BRAND
61
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BEATS BY DRE IS THE CELEBRITY BRAND
62
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63
JBL HAS ALWAYS BEEN ABOUT SOUND QUALITY.
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64
AND NOW, EXPERIENCING MUSIC
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65
EXPERIENCE MUSIC.EVERYWHERE.EVERY PLACE.ALL THE TIME.
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AUDIENCEINSIGHTS
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THE JBL USER
67Source: Client Brief
Passionate, 18-34 year-old impulsive
experience-seekers, constantly on the go.
They are busy, spontaneous and fun.
MUSIC IS WITH THEM EVERYWHERE.
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JBL TARGET DEFINITION
68
18-34 YEARS OLD
Source: Simmons NCS Fall 2014
AGREE A LOT Music is an
important part of my life
AGREE A LOT I often do things
spur of the moment
ORI like to pursue a
life of challenge, novelty and change
[+][+]
[+] US
30MM
PROJECTED AUDIENCE SIZE
FRA6.2MM
GER7.3MM
NED0.8MM
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MEDIA ROLES IN THEIR LIVES
69
DESKTOPUtilitarian Aide
OOH Experiential Tool
SOCIAL Connection Platform
MAGAZINES Dwindling Inspiration
MOBILE Primary Source of
Entertainment & Discovery
TV Background Noise
Source: Simmons NCS Fall 2014
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MOBILE IS AT THE CENTER OF THEIR WORLD
70
Entertainment
Social life
Access to news
Personal Banking
Shopping
Job hunting
Dating Travel
Creativity
Personal Expression
Music
80% OF MILLENNIALS REACH FOR THEIR
PHONE AS SOON AS THEY WAKE UP.
THEY INTERACT WITH THEIR MOBILE DEVICE
150X A DAY
Source:SDL Understanding the Global Millennial, Mary Meeker Internet Trends
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APP-DRIVEN COMMUNITY
71
MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB
700
600
500
400
300
200
100
0
Desktop web Mobile app Mobile web
US TIME SPENT ONLINE(IN MINUTES)
Sources: Comscore Media Metrics
JUNE 2013 JUNE 2014
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CENTERED AROUND MUSIC
72Sources PandoDaily.com
TIME SPENT IN
MUSIC APPS SURGED
79% IN 2014
4.2 BILLION TRACKS PUSHED TO FACEBOOK IN
Q4 2014
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TOP APPS ARE SOCIAL AND MUSIC ORIENTED
73
UNITED STATES 8 1 3 6 2 5 4 12
Source: App Annie 2014
TOPAPPS BY COUNTRY
NETHERLANDS 2 4 7 6 17 8 13N/A
FRANCE 5 7 11 13 12 6 14N/A
GERMANY 5 2 8 3 4 7N/A 12
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SEEKING BRAND EXPERIENCES
74Sources: Forbes, “Relationship Marketing & Millennial”; AdWeek “4 Things you need to know when marketing to Millennial”; Millennial Marketing;
"THE FAN WANTS TO SEE WHY THE BRANDS
ARE THERE. THEY WANT TO FEEL LIKE THE BRAND
IS BRINGING SOMETHING MORE
THAN MARKETING TO THEM."
Kevin Lyman, Warped Tour Founder
ALMOST 75% OF MUSIC STREAMERS LEAN TOWARD BRANDS THAT ENGAGE THEM
THROUGH MUSIC GIVEAWAYS, SWEEPSTAKES, AND SPONSORSHIPS
48% OF MILLENNIALS CLAIM THAT LOYALTY TO A BRAND DEPENDS ON THE TYPE OF
EXPERIENCES THAT BRANDS CREATE FOR THEM
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ESPECIALLY WITH MUSIC
75
25%In purchase rate in millennial
fans after sponsoring a concert
of millennials will try a brand or product that sponsors a music event for an artist or group they like
Sources:The Infinite Dial 2014; Spotify Brand Impact Study
1/4
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COMMUNICATIONSAPPROACH
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JBL OPPORTUNITY
77
MOBILEAPPS MUSIC
EXPERIENCES
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`
CHALLENGE
78
TWO PRODUCTS WITH DIFFERING USAGE
STREET/STYLE SPORT
MUSIC
SYNCHROSE40BT
SYNCHROSREFLECTSO
CIA
LPH
YSICAL
ON-THE-GOUNPLUGGED
LIFE
NEED TO ENGAGE WITH USERS AT THE POINT THAT YOUR PRODUCT IS
MOST COMPELLING
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THE OLD FUNNEL NO LONGER APPLIES
79
AWARENESST.V., PRINT
CONSIDERATIONASK A FAMILY MEMBER
PURCHASEIN-STORE
FAMILIARITYMAGAZINES, NEWSPAPERS
NEW WORLD
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MOBILE NOW WORKS ACROSS THE ENTIRE FUNNEL
80
Purchase
AwarenessConsideration
ADVOCACYPurchase
AwarenessConsideration
AwarenessAdvocacy
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(MOBILE APPS + MUSIC + EXPERIENCES) X BEHAVIOR
81
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BRINGING THE PLAN TO LIFE
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Source: comScore
DIGITAL PLAN REACHES
55% OF A18-34 IN THE US WITH A 3X
FREQUENCY
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REACHED 35% OF 18-34-YEAR-OLDS
ONLINE, 1.6X ON AVERAGE
REACHED 16% OF 18-34-YEAR-OLDS ONLINE, WITH A
FREQUENCY OF 1.6
BEATS & BOSE ONLINE DELIVERY
84Source: Kantar Media Mix, Nov-Dec 2014, headphones only; Comscore Plan Matrix, November 2014
DURING THE 2014 US HOLIDAY SEASON:
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JBL WIRELESS PLAN INCLUDES SCALEABLE GLOBAL MOBILE PROGRAMS
85
Spotify Snapchat
AWARENESSFAMILIARITYCONSIDERATION PURCHASE
TAPPING INTO GLOBAL SOCIAL APPS & SITESTO PUSH THE USER TO:
Daily BurnInstagram
Chrome
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GLOBAL COVERAGE
86
MOBILE PARTNER
COVERAGE OF 18-34-YEAR-OLDS IN GERMANY, FRANCE, NETHERLANDS AND US
97.00%
52.00%
48%*
44.00%
33.00%
Our partners reach
100% OF THE 99.1MM 18-34-YEAR-OLDS
across the four markets, with almost 100% reach across
Facebook alone
71% of 18-29-year-olds in the US are active Snapchat users
*based on US only audience numbers;. Snapchat global user numbers not available yetSource: Media partner reported audience numbers
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OUR RECOMMENDED PLAN DELIVERS
87
SCALABLE GLOBALLY
CONNECTS WITH CORE AUDIENCE
POSITIONS JBL AS MODERN AND RELEVANT
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MEDIA’S PRIMARY ROLE IN THE PURCHASE JOURNEY88
AWARENESS
FAMILIARITY
PURCHASE
CONSIDERATION
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RECAP!
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SOME LAST REMARKS AND TIPS FOR COMMUNICATIONS PLANNING
91
• EVERY CAMPAIGN WILL BE DIFFERENT BUT THE IMMERSION WILL ALWAYS BE NECESSARY. YOU NEED TO KNOW THE BRAND.
• PLAY NICE WITH AGENCY PARTNERS. A BIG COMMUNICATIONS IDEA CAN’T WORK ON PAID MEDIA ALONE.
• ONE CAMPAIGN CAN’T DO IT ALL. BE CLEAR AND UPFRONT [TO CLIENTS] ABOUT CAMPAIGN GOALS AND REALISTIC DELIVERIES
• HAVE FUN AT THIS STAGE AND BE CREATIVE
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THANK YOU
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