Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Week 3 - Media Realisation
1. 1
Hello & welcome.
We will be starting the session at 12:30 EST
There is no sound at the moment
All participants will be muted throughout the session, so
please use the chat function in the bottom of the screen to
communicate – private and public messaging is available
We will do our best to respond to questions in the session,
but please feel free to email
onestepahead@cheproximity.com.au for any additional
information afterwards
O N E STEP AH EAD
2. 2
Welcome to Media
Product Fundamentals!
The sessions will commence at 12:30pm
Please put yourself on mute prior to thesession commencing.
3. 3
A P R I L 2 0 2 0C H E P R O X I M I T Y
M E D I A P R O D UC T F U N D A M E N T A L S
6. “People hate ads. I hate them myself. I hate TV commercials.
Why should I waste my valuable time watching that lying
garbage, trying to sell me crap I don't need or want?
Sometimes young writers acquire the idea from their
years in school that the world is waiting to read what
they've written. They get this idea because their teachers
had to read their essays or term papers or dissertations.
In the real world, no one is waiting to read what you've written.
Sight unseen, they hate what you've written. Why?
Because they might have to actually read it.
Nobody wants to read anything.
Let me repeat that. Nobody—not even your dog or your
mother—has the slightest interest in your commercial for
Rice Krispies or Delco batteries or Preparation H. Nor does
anybody care about your one-act play, your Facebook page
or your new sesame chicken joint at Canal and Tchoupitoulas.
It isn't that people are mean or cruel. They're just busy.
Nobody wants to read your shit.”
Steven Pressfield
American author
9. There are
things a
person needs
to pay
attention to
There are
things a
person likes
to pay
attention to
There are
things a
person doesn’t
need to pay
attention to
My health
My children
My safety
Seinfeld
Cycling
Chocolate
Advertising
10. Our role is to make someone pay attention to
something they don’t need to.
11. It’s important as a media practitioner to
understand all this and the surrounding
influences that impact cost.
12. Some realities right now.
Media is rising in cost.
Media consumption remains high.
Attention varies by context.
There is more entertainment available
than people can possibly consume.
Our economic growth is sluggish.
Mobile has become the main screen.
13. Media is more complex, nuanced and
challenging than ever before.
14. Many of us don’t pay as much attention
to our family and friends as we’d like to.
And we want these same people to pay
attention to our advertising messages.
15. Think of our job as:
- the cost effective procurement of
attention on behalf of our brands
- The conversion of this attention to
actions that lead to sales
16. Ad Content Attention Persuasion
Exhibit 1 – A simple model of advertising
How to capture
Attention?
How to covert
Attention to behavior?
I. Consumer-focused stage II. Advertiser-focused stage
17. I like to look at four things to help best realise
message distribution:
- The needs of the audience
- Our clients product or service
- Finding fit between audience needs and clients
product or service
- How the audience consumes media; and the
attention level and scale of these channels
19. Three key areas:
Jobs (what are they trying to get done)
Gains (positive benefits they are seeking)
Pains (bad outcomes, risks related to the job
Customer
Profile
The Customer (Segment)
Profile describes a specific
customer segment in your
business model in more
structured and detailed way.
It breaks the customer down
into its jobs, pains, and gains.
Customer Jobs describe
what customers are trying to
get done in their work and in
their lives, as expressed in
their own word.
Pains describe bad outcomes, risks, and
obstacles related to customer jobs.
1. The needs of the audience
21. Value Proposition Canvas
Value Map
The Value (Proposition) Map
describes the features of a
specific value proposition in
your business model in a
more structured and detailed
way. It breaks your value
proposition down into
products and services, pain
relievers, and gain creators.
Gain Creators describes how
your products and services
create customer gains.
Gains describe how the outcomes
customers want to achieve or the
concrete benefits they are seeking.
Customer
Profile
The Customer (Segment)
Profile describes a specific
customer segment in your
business model in more
structured and detailed way.
It breaks the customer down
into its jobs, pains, and gains.
You achieve Fit when your value map meets your customer profile
– when your products and services produce pain relievers and gain
creators that match one or more of the jobs, pains and gains that
are important to your customer.
Customer Jobs describe
what customers are trying to
get done in their work and in
their lives, as expressed in
their own word.
Pains describe bad outcomes, risks, and
obstacles related to customer jobs.
This is a list of all the Products
and Services a value proposition
is built around.
Pain Relievers describes
how your products and
services alleviate
customer pains.
Fit
22. Jobs
•Be entertained
•Keep my 4 year old
distracted for 2 hours
•Get out of the house
•Go somewhere with
good air con
•My son loves
Lego Movie
•See the new Hoyts
at Chadstone
•Relax
•Allow the baby to sleep
•Entertainment that
doesn’t break the bank
Gains
•Happy son
•Easy parking
•No queues
•A few hours rest
•Laughter
•Entertainment
•Big experience
•Something to
talk about
•Mini adventure
•Something special
•Baby sleeps for an hour
or two (then wife sleeps)
•Tasty food
•Money left over for
dinner or a treat
Pains
•Parking is hard
•It is sold out
•Facilities are old
•Uncomfortable
•Expensive food
•Experience is
terrible
•Kid hates it and
wants to leave
•Crowded
Understanding
the Customer:
Cinema example
(Father of two, 38yo example)
23. Three key areas
List of the products and services
Pain relievers
Gain creators
2. Our clients product and/or service
Value Map
The Value (Proposition) Map
describes the features of a
specific value proposition in
your business model in a
more structured and detailed
way. It breaks your value
proposition down into
products and services, pain
relievers, and gain creators.
Gain Creators describes how
your products and services
create customer gains.
This is a list of all the Products
and Services a value proposition
is built around.
Pain Relievers describes
how your products and
services alleviate
customer pains.
24. Product = Cinema chain
P&S
•New release movies
•High quality sound
and vision
•Facilities
•Online booking
•Food and beverage
Gain
Creators
• Newest movies
• Intuitive app
• Best sound
• New screens
• New theatres
• Online booking and
processing
• Loyalty scheme
• Innovative theatre
formats
• Tiered lower pricing
for children
• Healthy food options
• Broad food and
beverage
• Lounges
Pain
Relievers
• Easy free Parking
• Online ordering
• Ticket in app
(No queues)
• Loyalty club discount
25. 3. Finding Fit
Value Map
The Value (Proposition) Map
describes the features of a
specific value proposition in
your business model in a
more structured and detailed
way. It breaks your value
proposition down into
products and services, pain
relievers, and gain creators.
Gain Creators describes how
your products and services
create customer gains.
Gains describe how the outcomes
customers want to achieve or the
concrete benefits they are seeking.
Customer
Profile
The Customer (Segment)
Profile describes a specific
customer segment in your
business model in more
structured and detailed way.
It breaks the customer down
into its jobs, pains, and gains.
You achieve Fit when your value map meets your customer profile
– when your products and services produce pain relievers and gain
creators that match one or more of the jobs, pains and gains that
are important to your customer.
Customer Jobs describe
what customers are trying to
get done in their work and in
their lives, as expressed in
their own word.
Pains describe bad outcomes, risks, and
obstacles related to customer jobs.
This is a list of all the
Products and Services
a value proposition is
built around.
Pain Relievers describes
how your products and
services alleviate
customer pains.
Fit
26. Gains
• Happy son
• Easy parking
• No queues
• A few hours rest
• Laughter
• Entertainment
• Big experience
• Something to talk about
• Mini adventure
• Something special
• Baby sleeps for an hour or two
(then wife sleeps)
• Tasty food
• Money left over for dinner or a treat
Gain creators
•Newest movies
•2 hours of entertainment
•Intuitive app
•Best sound
•New screens
•New theatres
•Online booking and processing
•Loyalty scheme
•Innovative theatre formats
•Tiered lower pricing for children
•Healthy food options
•Broad food and beverage
•Lounges
Fit - Gains
27. Pains
•Parking is hard
•It is sold out/Queue
•Facilities are old
•Uncomfortable
•Expensive food
•Experience is terrible
•Kid hates it and wants to leave
•Crowded
Pain relievers
•Parking
•Online ordering
•Ticket in app (No queues)
•Loyalty club discount
•Big seats
•Prices online
•Select your seat
Fit - Pains
28. So, we have some fit themes we
can now explore in relation to
TA Male 38 with kids
29. Gains
• Happy son
• Easy parking
• No queues
• A few hours rest
• Laughter
• Entertainment
• Big experience
• Something to talk about
• Mini adventure
• Something special
• Baby sleeps for an hour or two
(then wife sleeps)
• Tasty food
• Money left over for dinner or a treat
Gain creators
• Newest movies
• 2 hours of entertainment
• Intuitive app
• Best sound
• New screens
• New theatres
• Online booking and processing
• Loyalty scheme
• Innovative theatre formats
• Tiered lower pricing for children
• Healthy food options
• Broad food and beverage
• Lounges
Fit – Gains - Themes
30. Pains
• Parking is hard
• It is sold out/Queue
• Facilities are old
• Uncomfortable
• Expensive food
• Experience is terrible
• Kid hates it and wants to leave
• Crowded
Pain relievers
• Parking
• Online ordering
• Ticket in app (No queues)
• Loyalty club discount
• Big seats
• Prices online
• Select your seat
Fit – Pains - Themes
31. Gain creators
• Newest movies
• 2 hours of entertainment
• Best sound
• New screens
• New theatres
• Tiered lower pricing for children
• Healthy food options
• Online booking and processing
• Loyalty scheme
• Innovative theatre formats
• Broad food and beverage
• Lounges
• Intuitive app
Pain relievers
• Online ordering
• Parking
• Ticket in app (No queues)
• Big seats
• Select your seat
• Prices online
Let’s Tier gains and pains in terms of
importance/motivation
32. Gain creators
• Newest movies
• 2 hours of enterainment
• Best sound
• New screens
• New theatres
• Tiered lower pricing for children
• Healthy food options
Pain relievers
• Online ordering
• Parking
• Ticket in app (No queues)
• Big seats
• Select your seat
And develop some key core
communication points
34. Put simply – how much time and
assistance would a reasonable person
need to comprehend the message?
35. High – need explanation and/or illustration (suited to audio
and visual channels, requires sustained engagement)
Medium – limited explanation/illustration (needs audio or
visual, requires some engagement)
Low – factual and fast (can be communicated via text, short
and immediate)
Complexity of message
36. High
• Newest movie titles
• New theatres
• Sound
• Screens
• Big seats
Medium
• Tiered lower pricing for children
• Ticket in app/online
ordering/select your seat
• No queues
• Food options
Low
• Parking
• 2 hours of entertainment
Let’s use this tiering for our cinema example
40. Media habits
• Heavy TV – evening
• Large sports consumption
• Radio in afternoon - transit
• Radio on weekends – with kids in car
• Mobile always on
• Online video – short snappy content
• Daytime desktop – whilst at work
• Weekend sports – professional
• Community sports – weekend mornings
• Gym - weeknights
• Content preferences – sports, news,
humour, finance/money
• OOH – freeways, shopper,
Adjacent habits
• Heavy TV – evening
• Large sports consumption
• Radio in afternoon - transit
• Radio on weekends – with kids in car
• Mobile always on
• Online video – short snappy content
• Daytime desktop – whilst at work
• Weekend sports – professional
• Community sports – weekend mornings
• Gym - weeknights
• Content preferences – sports, news,
humour, finance/money
• OOH – freeways, shopper,
Example media and adjacent habits
41. All media is not equal when
it comes to attention
42. High attention
• Newest movie titles
• New theatres
• Sound
• Screens
• Big seats
• Heavy TV – evening – Large
sports consumption
• Online video – short snappy content
• Weekend sports – professional
• OOH – freeways, shopper
• Social - video
• CRM/Owned
• In Centre
• Content
• Partnerships
Medium attention
• Tiered lower pricing for children
• Ticket in app/online
ordering/select your seat
• No queues
• Food options
• Radio in afternoon - transit
• Radio on weekends
– withkids in car
• Mobile always on
• Daytime desktop
– whilst at work
• Community sports
– weekend mornings
• Employer/organisation outreach
Low attention
• Parking
• 2 hours of entertainment
• Mobile always on
• Text
• Search
• Display
• CRM/Owned - mobile
We need to link complexity of message
and suitability of channel
43. High attention
• Newest movie titles
• New theatres
• Sound
• Screens
• Big seats
• TV spots – sports, key programming
• OTV – targeted to interests
• Native content – lists and video
• Digital OOH – proximity, workplace, shops
• Social video - targeted
• Large format OOH – key high traffic routes
Medium attention
• Tiered lower pricing for children
• Ticket in app/online ordering/select your seat
• No queues
• Food options
• Radio reads – ATN etc - drive
• Radio spots - weekend
• Mobile – rich, high impact during transit
• Daytime desktop – high impact, work hours
• Community sports – LAM
Low attention
• Parking
• 2 hours of entertainment
• Mobile - display
• Mobile – local proximity message
• Text – outbrain etc
• Display – programmatic/data
We need to link complexity of message
and suitability of channel
44. +
MESSAGE
ATTENTION
NEEDED
–
– REACH +
TV spots – sports,
key programming
OTV – targeted
to interests
Native content –
lists and video
Digital OOH – proximity,
workplace, shops
Social video
– targeted
Large format
OOH – key high
traffic routes
Radio reads –
ATN etc – drive
Radio spots
– weekend Mobile – rich,
high impact
during transit
Daytime desktop – high
impact, work hours
Community
sports – LAM
Mobile - display
Mobile – local
proximity message
Text
– outbrain etc
Display –
programmatic/data
We need to link complexity of
message and suitability of channel
45. +
MESSAGE
ATTENTION
NEEDED
–
– REACH +
TV spots – sports,
key programming
OTV – targeted
to interests
Native content –
lists and video
Digital OOH – proximity,
workplace, shops
Social video
– targeted
Large format
OOH – key high
traffic routes
Radio reads –
ATN etc – drive
Radio spots
– weekend Mobile – rich,
high impact
during transit
Daytime desktop – high
impact, work hours
Community
sports – LAM
Mobile – local
proximity message
Text
– outbrain etc
Display –
programmatic/data
We need to link complexity of
message and suitability of channel
Mobile - display
46. +
MESSAGE
ATTENTION
NEEDED
–
– REACH +
TV spots – sports,
key programming
OTV – targeted
to interests
Native content –
lists and video
Digital OOH – proximity,
workplace, shops
Social video
– targeted
Large format
OOH – key high
traffic routes
Radio reads –
ATN etc – drive
Radio spots
– weekend Mobile – rich,
high impact
during transit
Daytime desktop – high
impact, work hours
Community
sports – LAM
Mobile – local
proximity message
Text
– outbrain etc
Display –
programmatic/data
We need to link complexity of
message and suitability of channel
Mobile - display
47. Video
Tone: Immersive, engaging, entertaining
clear space, relevance
Role: Audience reach, association with key
programming, entertainment context
(measurement: TARP, reach against
audience, performance of key programs)
OOH
Tone: Impactful, proximity, scale
Role: Impact and perception
(measurement: TOMA, pre/post)
Radio
Tone: Personal, relevant, entertaining
Role: Reach, visibility during key transit
(measurement: pre/post, reach, SOV)
Channel, tone and core roles
Digital
Tone: Clear space, rich
Role: Data collection, retargeting, audience reach
(measurement: reach, engagement, data collation)
Programmatic
Tone: Targeted, reinforcement
Role: Conversion assistance (measurement: CPX etc)
48. Video
Focus: Entertainment, the newest
facilities, the best movies, best
sound, best screens, full sensory
experience
OOH
Focus: Big entertainment, big
screens, larger than life, wow
Radio
Focus: Convenience, ease, movies
you love, fun
Digital
Focus: Online ordering, seat selection, app,
new theatres, new technology
Programmatic:
Focus: Parking, technology, online fulfillment
Channel, tone and core roles
49. Next – you’re ready to look closer
at channels and start to crunch
some numbers.
51. Would it work when deciding what to
cook my kid for dinner?
52. Need
• Audience needs audit (needs
food, hungry after a day at
school, wants something tasty,
easy to eat, wants to eat what
the family is eating, doesn’t like
visible veggies)
• Media Dynamics audit (read:
distractions audit – ABC kids,
football outside, muesli bar,
toys, Ernie, tiredness)
Scope
• Value mapping (audience: jobs:
sustenance, something to put in
mouth, meal; gains: easy to eat,
tasty, fun, filling; pains: yuk, too
many vegetables, hard to eat,
too hot, too cold, portions too
big/ product: spaghetti,
bolognaise, in a bowl, water,
bread; gain creators: tasty,
filling, easy to eat; pain
reduction: made for you, served
in an easy to eat way, good
temperature)
• Media mapping: (N/A)
Design
• Value mapping (most important:
tasty, easy to eat, spaghetti, fun)
• Attention framework (High: fun,
tasty, spaghetti; Medium: easy
to eat)
Does it pass the simple test
– 7yo and dinner
53. Experience tells me it does. Try it for
yourself with a challenge you find
yourself looking to solve this week.
54. Next week: Focus and effectiveness -
Incremental channel effects and
prioritising needs over wants
