5 Steps to Align Your Message Across Consumer Touchpoints. Delivering the right message, on the right screen, to the right people.

Transcription

1 5 Steps to Align Your Message Across Consumer Touchpoints Delivering the right message, on the right screen, to the right people.

2 Step 1 Know Your Brand s Value Proposition Between consumers limited attention spans and a fragmented media landscape across TV, online, mobile, and print, you have five seconds to stand out in establishing your brand or promoting your special offer. So, what can you say in 5 seconds or less? JetBlue s Even More Space, Whole Foods Hungry for Better, BMW s The Ultimate Driving Machine, and KFC s Finger Lickin Good all resonated with consumers, and it didn t take five bullet points or a historical overview to explain why their product deserves consideration. These brands are already well known, but what if your service is new to the market? Learn from the established brands: Get to the Point Your messaging should hit on the one aspect of your product that you want the consumer to remember; the key selling point that sets you apart from the competition; something consumers actually need or want.

3 Step 2 Know Where Your Audience Spends Most of Their Time Once you re able to capture what your brand stands for in five seconds or less, it s time to get to know your REAL audience, which platforms they use, and how they potentially connect with your brand or service. The days of Adults 35+, HHI 100K+ are over. You need to understand your consumer on a psychographic level not just by their general demographic information, but by their lifestyles, their shopping habits, and how they use TV, online, mobile, and other platforms to create the appropriate message for each screen. Your message needs to be seen and heard, and for that to happen, you have to make sure it reaches your audience when they are most receptive to it on any screen. For example, let s say your target consumer is a Adult Female, HHI K; a working mom with one child and a dog. Would it make sense to run an afternoon TV schedule with complementary banners rotating heaviest during working hours, a single drop at 10am, and a social post between 5-8pm? This combination might be a bit specific, but you get the idea. Our Working Mom is technologically savvy but still uses traditional media. Maybe she listens to her favorite playlist on Sirius XM while driving home; she sets aside the day s newspaper as she walks through the door and turns on the TV to catch up on world events; she looks up a quick dinner recipe on her tablet, then uses her phone to check her Facebook newsfeed. You may not be able to hit your target consumer at each media point listed above, but if you know what they re using and for which purpose, you can begin to develop a message that fits within each environment.

4 Step 3 Play to Each Platform s Strength Now that you understand your target audience and how they use media, it s time to select the right mix. So how do you determine which platform works best for your brand? TV TV is a powerful tool for building brands, giving you the opportunity to tell a story and reinforce your brand s personality. Infuse your spot with fun, comedic elements to increase recall. Online (Banners) Online display ads can help you reach a highly targeted audience and drive them to your website for more information. Animated ads catch their attention, while in-banner video (IBV) gets your message across in 10-, 15-, or 30-seconds. Social Media Use social media to open a dialogue with your audience and establish a following. Build relationships with key influencers by sharing their articles on your page (only if relevant to your business), so that once you begin to post your own articles or snapshots, they ll do the same for you. TV + DIGITAL = 40% LIFT IN MESSAGE RECALL The average American has 4 digital devices and spends 60+ hours a week across devices. Consumers expect advertisers to take a 360 view, integrating both TV and digital media messaging so that it flows across screens. Use TV to start the conversation, and build your story smartly by using online and social to hit on different points; all should lead back to what you want to convey in light of your campaign goals. Traditional media such as print and OOH can definitely add to the conversation, so it s up to you to choose the best plan that fits your budget and engages your audience on the right combination of screens.

5 Step 4 Create a Consistent Message Consumers want to hear your story, and they want it to make sense, whether it s on their TV screen, tablet, or phone. Delivery may vary, but the overall value or brand message should remain consistent. Remember the Know your Brand exercise? Well, now is a good time to put it into play. Select one theme or idea that represents your brand, and use it as an umbrella to carry across all media platforms. Work closely with your creative team to develop a campaign that uses complementary imagery and messaging so that every experience or interaction a consumer has with your brand is consistent and achieves the expectations of the initial theme. Case Study: Values Matter, A Brand Campaign by Whole Foods Market Between the use of everyday language, consistent font selection, and smart imagery, notice how the overarching theme is carried across video, digital, and print. Overall simplicity works here.

6 Step 5 Clearly State What You Want the Consumer to Do on Each Platform It matters to have a strong CTA, or call to action. While Learn More may be enough to drive banner ad viewers to your website, why not incorporate a more clever, unique prompt into that click-through button? Whole Foods used Dig In and JetBlue uses Let s Go. Both of these CTAs tap into your emotions and get you thinking: one about food, and the other about going on vacation. When you tell your brand s story on TV, your aim is to establish an emotional connection with your consumer. Use messaging that makes them feel like your product or service fulfills an existential need, but in an honest and relevant way. ENGAGE YOUR CUSTOMERS Create a Call to Action that taps into their emotions STRONG CTAs: Dig In Let s Go

7 Make an Impression with Targeted Marketing If you want to align your message across all platforms and tap into the spending power of the targeted consumer, talk to your Spectrum Reach representative today. Call TO-REACH or visit SpectrumReach.com About Spectrum Reach Spectrum Reach is the advertising sales division of Charter Communications (NASDAQ: CHTR). Spectrum Reach offers targeted advertising solutions to national, regional, and local businesses utilizing 50+ national cable networks, 19 local news networks, 5 regional sports networks, digital advertising, including social, mobile, and search, all supported by marketing, research and production services from the award-winning creative agency Kernel. Spectrum Reach applies insightful research through data-driven products to understand consumer behavior and build targeted, multi-screen media plans customized for each customer. With offices in 41 states, and 147 markets, including top markets New York, LA, and Dallas, Spectrum Reach covers over 28 million households throughout the country. From television advertising to exciting new possibilities in interactive media and multi-screen solutions, Spectrum Reach s consultative team brings advertisers effective and efficient ways to turn cable and digital audiences into their customers. More information about Spectrum Reach can be found at SpectrumReach.com

8 Spectrum Reach is a trademark of Charter Communications, Inc. used under license Charter Communications, Inc. All rights reserved.