Read Matt Appleby from Golley Slater's presentation 'An integrated future for communications - a 360° approach to planning' from Oi15

1. An integrated future for
communications - a 360°
approach to planning

2. Matt Appleby
@mattappleby
about.me/mattappleby
@GolleysWales
@RoathCardiff

4. Christmas 1977: 20+ million

10. Reaches 94% of UK every week
40% of 16-34 yr old’s chosen media time
Watched 45 ads/day in 2014
Source:
Thinkbox,
Media
Week

11. Follow the news 95%
TV as source 75%
Internet/apps 41%
Newspapers 40%
Radio 30%
3.8
sources
Source:
Ofcom,
ABC

14. “the people formerly known as
the audience wish to inform
media people of our existence,
and of a shift in power…
Jay
Rosen,
Professor
of
Journalism,
New
York
University
Cited
in:
Pu+ng
the
Public
Back
in
Public
Rela5ons
”

16. invite
not
pitch
direct
not
mediated
my timing
not
yours
P2P
not
B2C
forever
not
chip-paper
voices
not
spokesmen
about me
not
about you
authentic
not
‘marketed’
open
not
suspicious
human
not
corporate
advocates
not
customers
dialogue
not
monologue
MARKETS ARE
CONVERSATIONS

18. Working more closely with:
Marketing 53%
Digital/Social 76%
Source:
CIPR

22. Direct campaigns =
short-term volume results
Brand campaigns =
less short term impact, stronger
long-term profit growth
Brand response =
best of both worlds
Source:
IPA

23. Source:
IPA
Nielsen
The 60:40
split

26. Source:
IPA

27. Rational Messaging
Strongest short-term sales
response
Quickly forgotten
Little impact on brand
perception
Activates brand equity into
sales
Emotional Priming
Modest short-term sales
response
Feelings more impactful
than messages
Longer term growth
Increases receptiveness to
rational messages

28. Emotional involvement are passive
‘Fame’ campaigns inspire a response
People naturally want to share their enthusiasm
Amplifies emotional involvement
Outperforms all other types of campaign
Needs to retain an element of surprise and delight

30. Thank
you
Pic:
Nomaan
on
Flickr