Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
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Channel Planning for Integrated Marketing Success
1. LINDSAY, STONE & BRIGGS
Channel Planning
Lindsay Ferris
May 5, 2015
A blueprint for integrated marketing
June 2015
LINDSAY FERRIS
CHIEF MARKETING STRATEGIST, LSB
6. LINDSAY, STONE & BRIGGS
PAID
OWNED EARNED
Holistic media approach
7. LINDSAY, STONE & BRIGGS
Why is this important?
• Traditional “media plans” only focus on paid media
• Integrated marketing isn’t particularly integrated
• Use your Channel Plan to determine your budget priorities
• Use your Channel Plan as a tool for innovation or disruption
12. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSIDERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Channel Planning FrameworkCONSUMER
INPUTS
BRAND
OUTPUTS
13. LINDSAY, STONE & BRIGGS
Channel plan inputs
• Business problem to solve
• Consumer profile
• Primary & secondary research
• Creative Idea
14. LINDSAY, STONE & BRIGGS
Wait, the creative idea comes
before the channel plan?
15. LINDSAY, STONE & BRIGGS
YES, creative first
LOEWS
FIX-IN-SIX
NAKED
BIKE PATH ADS
BOLTHOUSE FARMS
FOOD PORN INDEX
16. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS
17. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral/uninvolved Annoyed
Frustrated,
Relieved if its easy
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS
18. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral/uninvolved Annoyed
Frustrated,
Relieved if its easy
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS
19. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral/uninvolved Annoyed
Frustrated,
Relieved if its easy
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas
20. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral/uninvolved Annoyed
Frustrated,
Relieved if its easy
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
Education &
awareness
Make it easy to
navigate, educate, be
encouraging
Make comparing and
choosing easy
Make buying easy,
reinforce good
decision
On-line appts.
Same day appts.
Telemarketing or
e-mail
TOUCH-
POINTS
TV, Social, Direct, E-
mail, Display, Digital
Radio
Search, .com
Decision engine on
website
Thank user for
purchase, follow up
e-mail
Website, phone
Follow-up survey,
Social
MESSAGE
Get some insurance
today
Its easy, we’ll help you
every step along the
way
Here are your best
options
Thanks for your
purchase, you made a
great choice
We know your time is
important, Thank you
We want to keep
doing better
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS
21. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral Annoyed Frustrated Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT BCONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas
22. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
Always looking for
new & better
Current product
isn’t cutting it
Ask friends,
Standing at shelf
Brand, Packaging
& in-store materials
Promise, price,
incentive
How does it feel?
Unlikely, unless
asked
FEELINGS
Positive toward the
catagory
Frustrated Overwhelmed Resigned Hopeful
Hopeful but
skeptical
Elated or annoyed
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Consumer Packaged Good Example – Hair careCONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas
23. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
Need is likely
building over time
Decision is made
Search, meet reps,
ask for reco
Collecting rationale
& support
Promise, price,
incentive
Problem solved Likely, if asked
FEELINGS Neutral
Decisive or
Frustrated
Beleaguered Feeling positively
Trepidation, but
happy w/solution
Pleased, co-
workers are happy
Pleased, relieved
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Business to Business Example
CONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas
24. LINDSAY, STONE & BRIGGS
Measure, measure, measure
• Measure as many of your touchpoints as you can
• If you can’t directly measure, figure out a proxy
• Be dynamic – if something isn’t working, move on
25. LINDSAY, STONE & BRIGGS
Some key points
• Channel Planning is not an “algorithm thing”
• Understanding consumer sentiment is critical
• You must think beyond “proven drivers”
• Don’t do a partial Channel Plan
26. LINDSAY, STONE & BRIGGS
Let’s look at how you can use this
framework as a tool for
innovation or disruption
27. CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSDIERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Channel Planning FrameworkCONSUMER
INPUTS
BRAND
OUTPUTS
28. LINDSAY, STONE & BRIGGS
Example #1
By linking your Amex card to
your Twitter account, you can
pay with a tweet.
#SOLD
Awareness to purchase in a single step
29. LINDSAY, STONE & BRIGGS
Example #2
Amazon’s shopping tool
helps you spec and buy a
laptop, and even alerts you
to deals, in about 3 clicks.
Truncate the research process
30. LINDSAY, STONE & BRIGGS
Example #3
Zillow allows you to define a
short list of homes that meet
your size, style, location, and
pricing criteria…before you
see a realtor.
Define the consideration set
31. LINDSAY, STONE & BRIGGS
Example #4
More time (and $) in store
Central Market, the other
grocery store founded in
Austin, TX, has been called
a “food amusement park”,
and is one of Austin’s
biggest tourist destinations.
32. LINDSAY, STONE & BRIGGS
Example #5
Use packaging as a touchpoint
When you buy a Shinola
watch, the packaging is as
special and handcrafted as
the watch. But more
importantly, the packaging
helps tell the Shinola story.
33. LINDSAY, STONE & BRIGGS
Example #6
Ask consumers to advocate on your behalf
Jonny Pops, a MN-based
food start-up, shamelessly
asks consumers to advocate
on their behalf with retailers.
34. LINDSAY, STONE & BRIGGS
The future…
Mobile FIRST
• Video
• Beacons
• Apple Pay
35. LINDSAY, STONE & BRIGGS
The future…
Mobile FIRST
• Video
• Beacons
• Apple Pay
36. LINDSAY, STONE & BRIGGS
The future…
Think mobile FIRST
• Video
• Beacons
• Apple Pay
37. LINDSAY, STONE & BRIGGS
To sum up
• Know your P2P - use it as the basis for your Channel Plan
• Use your Channel Plan to prioritize budget and ID
opportunities for future experimentation
• Go beyond “proven drivers”
• How does mobile fits into every step of the plan?
38. LINDSAY, STONE & BRIGGS
Thank you.
Happy to talk with you more:
lferris@lsb.com