Manoeuvring the Marketing Mix 2011 SEMM Forum December 2011
Manoeuvring the Marketing Mix 2011 SEMM Forum December 2011
Flow for the hour
• Introduction
• Canadian media landscape
• Review of tactical opportunities
• Looking ahead
Who is this guy?
• I’ve been in marketing for almost 20 years
• Done the ‘big’ agency thing and worked for Nikon and Molson in marketing/sales roles
• Set up ‘marketing consultancy’ business in 2007
• Work within a variety of industries
• Higher Education is a big focus within business
– Worked for StFX University
– Consulted with a US based higher education consulting company for over 2 years
– Working for Noel-Levitz (WSS) since Oct. ’10
• Work directly with several institutions
What I’m hoping to achieve this morning
1. Outlines some Canadian specific ‘media’ data
2. Offer insights and suggestions to support recruitment efforts
What’s the biggest issue or concern you have in your marketing and advertising planning?
Here’s what’s happening with the Canadian media landscape
Canadians still consume traditional media
Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics OmniVU May 2011 – Adults 18+
TV is still very persuasive
Television Radio Newspaper Magazines Internet Out of home
57.5
8.0 11.3
4.1
12.6
1.4
Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics OmniVU May 2011 – A18-34
Television Radio Newspaper Magazines Internet Out of home
54.1
10.0 9.6
3.7
21.2
0.5
Impact shifts when its a younger audience
Q: Which ONE of the following media is your primary source for News?
Source: BBM Analytics OmniVU May 2011 – Adults 18+
TV and online is where we go for news
Television Radio Newspaper Magazines Internet Out of home
45.2
14.3 15.5
0.8
22.4
0.0
Q: Which ONE of the following media is your primary source for News?
Source: BBM Analytics OmniVU May 2011 – A18-34
Television Radio Newspaper Magazines Internet Out of home
34.7
12.1 13.4
1.1
36.9
0.0
Online beats TV with the younger demo
Teens aren’t watching TV anymore
2009 CRTC
What else are we doing
Online, we’re a pretty active bunch
Teens are a little different
We are social beings
Check out the demographics
Teens have their favourites
IMI ConsumerTrack
‘Millennials’ are very much the same
IMI ConsumerTrack
We LOVE facebook
Almost 17 million
Canadians are on
2011 Checkfacebook.com
Check out these demographics
Every month, 71% of Canadian
Internet users visit
Canadians like video too
2011 comScore
We consume a lot
Especially those Millennials
We also like our ‘smart’ phones
2011 Quorus Consulting
Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,003
What do we use them for
2011 Quorus Consulting
Q9. Which of the following activities do you do on your cell phone? (Prompted questions)
Where’s the money being spent?
Traditional still gets the bucks
However, the shift is online
What format you ask?
Two winners in Display
What does this all mean to those in the post-secondary category?
Research, re-evaluate and revise
• Recognize that media consumption has changed
– Are you using the right media channels that do or could produce results?
• While traditional media still works, it has to be used differently
– Integrate and link with non-traditional
• Get to understand and use the ‘new’ tools that your audience uses to interact with you
– They no longer sit still long enough to list to a 30 second message or read a print ad
• Look online as a key part of your marketing mix
– Your audience lives there
Don’t believe me, ask the Old Spice Guy
A multi-media campaign with results
• Launched early 2010 - just before the Super Bowl
• Over 33 million YouTube views and 4 billion total impressions
• Within 3 months, volume of body wash shot up by 40%
• Business now at an all-time high for the brand
2011 P&G Annual Report
Some suggestions on approaching a ‘new’ advertising plan
Broadcast still has a part to play
TV - Spot buys, single partner and online
Radio – Use the right station(s) and partner
YouTube – Branded channel, TV ads and images to radio
Outdoor isn’t just big boards
Transit – Inside, exterior and bus shelters
Digital and mobile signage – Locations in very public locations
Movies – Captive audience
Find the right print
Magazines – Pick and own the key ones (i.e. Macleans)
Community papers – People want hear about local content
Dailies – Look to online versions
Online advertising IS effective
Ad networks – Variety offered with areas specialization (i.e. Gorilla Nation)
Search Engine Marketing – Ads aligned with key words using Google, Bing, etc.
Social Media Ads – Facebook, YouTube, LinkedIn, etc.
‘Local’ sites – Kijiji, sports specific, urban weeklies, etc.
You can ‘sell’ in social media
Content – campus activity is content (can’t just be PR messages)
Advocates – Posts by faculty and students have meaning
Customize – Look to custom apps to engage and collect data
PR is marketing
Media List – Collect a mix of media contacts and engage them
Releases – Promote unique activity in mix of channels
Voices – Use faculty and students as experts (locally and nationally)
6 things I’d recommend you do (If you haven’t already)
Get to know and understand your audience
Be unique. A lot is
going on in their world
Use the RIGHT channels
Ensure the offering or contact
means something to them
* Word bubble compliments of wordle.net
Stay true to your “brand”
(the thing they buy into)
TTA
TEST
TRACK
ADJUST
Thank you [email protected] www.williamsmarketing.ca @swmgroup linkedin.com/in/seanwillliams