Phoenix Media Planning Project April 3 2008 Regional
- Slides: 64
Phoenix Media Planning Project April 3, 2008
Regional Marketing Managers First Point of Contact Prepare Market Specific Marketing Plans • • Performance & goal review Customer Tracking Research Advertising effectiveness Recommendations Quarterly Ad Council Meetings Invitation open to single franchise market attendance at Ad Council Meetings Individual meetings with new franchisees during training
Planning Process Objectives Growing the Home. Vestors brand in the market • Brand recognition • Brand preference Profitably growing each franchisee’s business
Develop Market Specific Advertising Plans Establish Market specific buy goals Develop plan to achieve those goals Review progress vs. goals quarterly Use key metrics (cost/lead, cost/buy, close ratio, lead trends, buys vs. goals, etc. ) to determine effectiveness of advertising plan Makes changes as necessary to help franchisees achieve goals
HVA System Training Types of Advertising • • • Billboards (Outdoor) Television Radio Direct Mailers Yellow Pages Newspaper
Outdoor
Outdoor Buying Guidelines Primarily Deal with 3 national vendors: CBS Outdoor (formerly Viacom), Clear Channel and Lamar Posting Times vary by vendor and type of board: • 30 and 8 Sheets: • 28 days for CBS Outdoor and Clear Channel (13 -4 week periods) • Bulletins • Full month for smovevendors (Most are now 13 -4 wk periods) Residual postings may result in clustering of boards; this is OK since it is FREE space If boards are pre-empted we either receive a makegood or a credit
Broadcast
Fundamentals of Broadcast Reach Frequency TRPs (Targeted Rating Points) • A 35+ Efficiency (CPP and CPM)
What is Reach? % of target universe exposed to any advertising vehicle in the schedule • Unduplicated measurement • Individuals in target counted only once • Cannot exceed 100 90% 85% 80% 75% 70% 65% 60% 55% 50% 45% 40% 35% 30% 25% 20% 15%
WHAT IS FREQUENCY? “SIT” “SIT”
GOOD DOG! SOME MESSAGES JUST HAVE TO BE REPEATED
Audience Response On-Air Advertising Response Patterns Look Like This … On-Air Advertising Time/Frequency of Impressions As frequency builds, results increase. The response is true for every campaign on any media.
Audience Response Many anxious advertisers “bail out” before they get out of the “Valley of Death”. On-Air Advertising Valley of Death Time/Frequency of Impressions
Formula-Remember Algebra? • Reach and Frequency work hand in hand
What Are TRPs Target Rating Points Segment watching television or listening to radio HUT/PUT
Radio/Television Formats/Timing M-W – Strongest Lead Generation Strong Radio Formats • • Oldies Country News/Talk Classic Rock/Soft Adult Contemporary when efficient Strong Television Programming – Current Daypart Distribution is: • 15% Early Morning, Early News • Judge Shows • Talk/Interview • Game Shows • Early Morning News • Noon News • Early Evening News 50% Daytime, 20% Early Fringe, 15%
Radio Station Selection
Recap of Station/Programming Selection process Receiving Information from stations Viewing and listening patterns analysis Appropriateness of content/format Analysis of historical data Identifying Efficiencies & Opportunities Negotiations Stewardship
Cause and Effect of Television Pricing Hypothetical Example When are the broadcast sellers most vulnerable? % Sold as of: December February 1 January 40 N/A February 40 90 March 30 85 April 20 70 May 20 70 June 20 70 July 10 40 August 10 40 September 10 40 October 0 20 November 0 25 December 0 25 17 53
Yellow Pages
Yellow Pages Home. Vestors works directly with DCG Yellow Pages, a national Yellow Pages representative. DCG offers a national rate that will meet or beat all local rates. Susie Sadowski is our DCG rep and will contact you prior to cutoff date for publication. Yellow Page advertising provides a return on your investment and is a requirement of your Franchise Agreement. ®
Yellow Pages Credit Card size (not exact size) $1 bill size (not exact size)
Newspaper
Newspaper 2 Types of Ads – Liner Ad, Display Ad Real Estate Wanted Section Investment Property- “Rotten Wood”
Newspaper Liner Ad WE BUY UGLY HOUSES® Home. Vestors® 800 -301 -3223 Display Ad Investor Ad Rotten Wood/Peeling Paint. Fantastic Deals National Franchise Company will be offering houses for sale in this area. Different sizes and areas. Most will need repairs. For information call 1 -800 -495 -1911. Home. Vestors: We Buy Ugly Houses
Direct Mail
Direct Mail. WHY? • Cost Effective • Targeted • Supports Mass Media Mailers • Letters • Postcards
Direct Mail Pricing Mass Mail Pricing • Letters • 53 cents over 10, 000 • 58 cents 5, 000 -9, 999 • 62 cents 3, 000 -4, 999 • Postcard • 38 cents • Minimum 3, 000
Direct Marketing Letters Absentee Owner Letters • Five Versions Owner Occupied Letters • Four Versions Sales Letters Apartment Dwellers Letter • Additional Letters to be added later
Direct Mail Letters Specialty Letters • • • • Difficult Situation Expired Listings Fire Inherited House Bad Neighbors Foreclosure Repair Problems Seniors (two versions – one with brochure, one without) Vacant Property Investor Rental Property Thank You - Appointment Thank You - Buy Thank You - Sell
Letters
Postcards
Background
Market Segmentation Methodology The market segments were developed by applying a statistical clustering approach utilizing the following variables: • Total Advertising Expenditure • Saturation Percent = Existing number of Offices/Optimal number of Offices • Total number of Media Vehicles Used • Total 104 weeks (i. e. , 24 months) of data is utilized in this model
Market Segmentation Methodology Mid-Size Underdeveloped Markets - Segment 1 23 Markets: 48 Offices Smaller Saturated Markets - Segment 2 16 Markets: 32 Offices Emerging High-Potential Markets - Segment 3 13 Markets: 19 Offices Mid-Size Established Markets - Segment 4 16 Markets: 85 Offices Emerging Elite Markets - Segment 5 6 Markets: 45 Offices Elite Established Markets - Segment 6 8 Markets: 154 Offices
Dependent Variables and New Data Home. Vestors supplied data on four dependent variables: • Sales Calls • Sales Referrals • Sales Contribution • Sales Closings In measuring the effect of independent variables, the analysis utilizes Sales Calls as the dependent Outcome Variable Home. Vestors supplied additional 6 -months sales and media data The analysis utilizes total 24 months data, from July’ 04 to June’ 06, to uncover the effects of various media vehicles
Return on Investment by Channel & Segment
Return on Investment by Segment
Smaller Saturated Market Outdoor has the highest marketing budget with 78%, followed by TV and Direct Mail Internet has the greatest impact in terms of media. • $1, 000 increase in internet expenses may generate $9, 500 revenue • No expense on Radio. Since Radio has significant effect on revenue in other segments, resources should be allocated on Radio.
Elite Established Market Outdoor has the highest marketing budget with 42%, followed by TV, Radio, and Direct Mail TV has the greatest impact in terms of media, followed by Radio, and Internet • $1, 000 increase in TV expense may generate $5, 000 revenue • $1, 000 increase in Radio may generate approx $4, 900 revenue
Awareness Media Lifecycle Outdoor Internet Direct Mail Outdoor Direct Mail Internet Radio Direct Mail Outdoor Radio Internet Print Direct Mail Radio Outdoor TV Internet Print Direct Mail Radio TV Outdoor Internet Print Penetration
Commonalities Among the Market Segments Outdoor makes-up a significant portion of media mix Direct Mail provides positive ROI Radio is an effective media across all segments, but is under utilized Internet demonstrates the greatest return, but has a steep diminishing return curve
Diminishing Returns in Phoenix Market/Franchisee The maximum efficiency for Outdoor is approx. , $34 K per month within the market The maximum efficiency for TV is approximately $30 K per month within the market
Diminishing Returns in Phoenix Market/Franchisee The maximum efficiency for radio is approximately, $26 K per month within the market
Diminishing Returns in Phoenix Market/Franchisee The direct mail has not reached its maximum efficiency. The efficiency for print declines in this market.
Elite Established Market
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