Doe-Anderson

What impact does a brand enthusiasm approach have on the media plan? Does it change the way we plan and buy media? The short answer is: we focus less on pushing brand messages out to consumers and more on pulling consumers in to the brand.

A traditional planning model would define a consumer based largely on their purchase behavior (how often they buy, which brand they buy, how much they pay, etc.). We look at this a little differently. Our model is based on brand relationships. How does a consumer connect with a brand and how will advertising impact that relationship? What does the media selection and delivery say about the brand? How can the media plan help attract new brand enthusiasts? How can the media plan help turn consumers into brand advocates?

First we need to understand our most loyal customers and create media programs that engage them and others like them. This approach relies less on broad-based marketing strategies and more on fully integrated programs that generate curiosity, engage interaction and reinforce the brand positioning. Traditional media methods would suggest that an effective plan should provide a specific level of delivery at the lowest possible price. This desired “delivery level” would be based on marketplace experience, brand history and budget realities. The brand enthusiasm approach on the other hand suggests that the answer is not in the delivery levels but rather in a fine-tuned delivery method.

To demonstrate, here are a couple of examples.

Example #1:

Our research identifies that the brand has a strong following of users who watch Mad Men. Media places traditional advertising on Mad Men. Brand creates a special Mad Men forum on the brand’s web site. Media buys on-line advertising on Mad Men driving people to the “blog station” on the brand web site. This communication loop helps to create and cement brand community … and reinforces brand relevance through association.

Example #2:

Brand users have shown an avid interest in attending movies. Media develops a plan that includes ads in local movie listings, alternative newspapers and local cinemas, as well as the leading movie review sites. In addition, the team would plan specific events for brand loyalists: movie screenings, Netflix discounts, web site promotions (movie trivia contest with ticket giveaways) and a trip for two lucky brand enthusiasts to attend the Academy Awards. These are the elements that begin to unite target communities and strengthen the brand relationship.

So while traditional media programs continue to be an important part of what we do, the magic truly begins when a media plan is able to effectively engage brand loyalists. Here’s how we do it – a few simple guidelines:

1.     It’s not how many people you reach (delivery), it’s how you reach them (connections)

2.     Worry less about CPM and more about CPE (cost per engagement)

3.     Replace GRP’s (Gross Rating Points) with QRP’s (Quality Rating Points)

4.     Build brand communities, not databases

5.     Big ideas are more important than big budgets

If your media programs need a good dose of brand enthusiasm or you just want to know more about this approach, I would love to hear from you. You can drop a comment below.