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					There has always been a divide between advertisers on the web - those
looking for direct response results and those looking to do branding.
Today I’m going to talk about how we’re fusing the goals of both with a
concept we call hyperlocal brand activation. The goal: to activate
consumers in their local trade areas, drive in-store purchases, and
ultimately increase sales. This innovative concept, using a host of
targeting capabilities, meets the specific ROI requirements of shopper
marketing budgets and retail co-op budgets as its proven to drive local
activation and provide actionable insights and measurement.

So what do I mean by hyperlocal activation? Hyperlocal activation means
to “activate” brick and mortar store sales in a given marketing territory
by leveraging Point of Sale data (in AOL’s case through SymphonyIRI
Group) from tens of thousands of stores nationally.

Seems pretty logical but how is it done? First, we target consumers
(based on POS data) in DMA’s and custom micro-markets (zips) where a
brand is lagging compared to the category. Next, we leverage thousands of
discrete behavioral, demo, and psychographic data elements to create
audience segments, at scale, which ultimately eliminate wasted
impressions. And finally, we target these audiences in the right
locations at the right time with the right messages focusing on where the
brand’s development index (BDI), perception of the brand, lags compared
to the category development index (CDI), product category demand as
measured by actual local retail receipts. By understanding where the
maximum potential for growth exists, the proper targeting and engagement
strategies can be used to produce the best results.

Let’s look at an example… In the diagram below users are clustered based
on behavioral and geographic targeting. In each quadrant you can see
suggested tactics to engage the various customer groups.

 Quadrants Strategy – BDI/CDI by Regions for Brand

If we wanted to focus on the largest opportunity, we’d target users where
the category of the product we’re selling is developed (e.g. the market
is large) but our brand is underperforming in the category (Quad 1). This
way with some brand awareness, we hypothesize that we can take share in a
large, developed market. To do so, we may promote trials, run coupons, or
simply raise awareness.

Once the campaign is up and running, we can take a mid-point sales
measurement to monitor performance and determine the impact the campaign
is having on the customers, making changes to the targeting, media and
messaging along the way.

What are the key benefits to a marketer?

    Provides focused messaging to drive in-store sales and increase Brand
Development Index (BDI) relative to Category Development Index (CDI)
    Designs a custom territory and activate campaign within days to
elevate sales
    Leverages premium media to persuade consumers while maintaining
accountability and gaining market insights
    Offers pre/post/test/control campaign brand sales change measurement
with optional matched market validation

Through a combination of building audiences in the right areas and
showing them the right message on the right media marketers can now
achieve measurable results with display, mobile and video from AOL and
Advertising

				
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posted:9/8/2012
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