Promoting my event through media

Transcription

1 Promoting my event through media

2 Media planning for an event What a media plan looks like? Media types and costs Media for events?

3 What is media? me di a 1 [mee-dee-uh] noun 1. a pl. of medium. 2. (usually used with a plural verb ) the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely: The media are covering the speech tonight. 3.pertaining to or concerned with such means: a job in media research.

4 Jargon Above the line Mass media TV Radio Print Outdoor Below the line Direct Advertising Action Groups Direct mail/direct response advertising Activation Digital Internet Mobile marketing Bluetooth Social Media Broadcast Networking/chat

5 Because my overall objective is to secure funds or in-kind value from sponsors that will help me fund my event..i need a media plan.

6 Promoting my event You need a tentative media plan to show sponsors how much value your event will deliver to them. A media plan an excel chart containing a summary of what media you will use, what sizes you choose, when you will place them and how much it will cost. A media plan is a combination of mediums that will deliver an optimal combination of reach, frequency, dominance, continuity and impact.

7 What a media plan tells us? What media we are using?

8 Rankings Circulation Newspapers Magazines Time segment performance TV Radio

9 Circulation

10 What a media plan tells us? What language we are communication in?

11 Language Which is the most appropriate language to talk to the client in? More relevant in Global buys: Arabic local/regional markets English Universal business language China 2 main languages, hundreds of dialects Iraq up to over 100 different dialects in 32 languages

12 Publication Type Dailies Weeklies Monthlies Fornightlies Quarterly Bi annually Annually

13 What a media plan tells us? What sizes we are taking?

14 How do we choose a size? Impact vs. Frequency Impact Placement and size increases the impact of the advertising Large sizes DPS/CPS, page killer, HP Placement Front/back pages, IFC/IBC

15 What a media plan tells us? Our buying power

16 Online buying

17 Who are we targeting? Markets

18 What am in buying? Format of the online ad

19 Formats Banners (Horizontal) Skyscrapers (Vertical) Pop-ups Expanders Island ads Scrollers Take overs Rich formats (video) or static (HTML)

20 Where am I buying it? Position

21 Where am I buying? Some web pages are more important than others Therefore they are more expensive E.g.

22 Campaign Length Duration

23 How many people do I want to see my ad? Impressions

24 How long do I want my campaign to run for? Maximum time that the campaign can run It will be cut short if the number of impressions bought have exceeded

25 When do I place my ads?

26 For events..

27 What do I need my media plan to deliver Awareness for my event Awareness for my sponsors Critical information about my event In some cases, an element of prestige

28 Therefore my media plan will consist of Impact driving mediums Frequency building mediums Informative mediums

29 Therefore my media plan will consist of Impact driving mediums Outdoor Frequency building mediums Radio Informative mediums Print

30 Media Usage & Rationale Impact medium Builds emotion atmosphere High reach TV Approximate Costs MBC Pan Arab 60 : AED 45,000 ADTV 60 : AED 50,000 Dubai TV 60: AED 40,000 OSN 60 : AED 1850

31 Media Usage & Rationale Builds frequency hence enhance interest levels amongst the listeners Radio can be used tactically with a sales message, using spot buys Sponsorship drives awareness RADIO Approximate Costs: Dubai : AED 330 per spot Radio 2 30 : AED 300 per spot Star FM - 30 : AED 500 per spot Emaraat FM/Arabiya - 30 : AED 650 per spot Virgin - 30 : AED 700 per spot Channel 4-30 : AED 600 per spot

32 Media Usage & Rationale Informative medium High impact Single use only High circulation Low coffee table vale Approximate costs: Half page Gulf News Main section : AED 24,500 Half page Al Ittihad Main section : AED 23,000 Half Page The National Main section : AED 13,500 Half Page Al Bayan Main section : AED 16,000 NEWSPAPERS

33 Media Usage & Rationale Media with high affinity & helps build credibility of brand / product Provides a relevant & premium environment with targeted readership (both within UAE & regionally) High coffee table value MAGAZINES Approximate costs: Whats On FP: AED 24,500 Time Out FP: AED 18,000 Emirates Woman FP: AED 24,000 Emirates Man FP: AED 24,000 Good FP: AED 10,000 Ok! FP: AED 20,000 Women s Health FP: AED 36,000

34 Media Usage & Rationale Adds the audio & visual element to the communication Captive Audience Capitalize on the frequent cinema viewing habit of the TG Approximate Costs: CINEMA Marina Mall 60 (1 month top 2 screens) : AED 60,000 MoE 60 (1 month top 2 screens) : AED 80,000 Abu Dhabi Mall 60 (1 month top 2 screens) : AED 18,000 Dubai Marina Mall 60 (1 month top 2 screens) : AED 28,000

35 Media Usage & Rationale Build mass impact for communication to supplement print & radio Repeated visibility OUTDOOR/OOH Approximate Costs: Billboard (SZR) AED ,000 (1 month) Bridge Banner (SZR) AED 150,000 (1 month) Lampposts (SZR) AED 300,000 (1 month, 2 circuits)

36 So it might look a bit like this

37 Can my sponsors clearly see how much value they are getting?? Total media plan value X by the amount of brand importance you give them E.g. AED900,000 x 40%= 400,000 in brand exposure

38 Evaluation Results (more on this in another session) Reach (%) Frequency (OTS) Gross Rating Points (GRPs) Return on investment (ROI) CTR (Digital)

39 Absolute Numbers Total Impressions Booked 455,000 Total Impressions Delivered 458,179 Total Clicks Delivered- 6,642 Effective CTR 1.45%

40 Anecdotal Information on Campaign Performance Insights Yahoo generated maximum clicks contributing to around 49% of the total clicks. Google text link has the highest CTR 3.8%. Large Rectangle 300 x 250 is the most performing adunit contributing to 50% of the total clicks.

41 Contact: Mr. Andrew Phillips, Director of Marketing Like us on Facebook: