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1、Magazine Advertising in a Recession,A summary of commercial behaviour in an economic downturn and brand and media recommendations for 2009,Why do advertisers cut back?,Because its easy and its quick,Lower than expected sales lead to lower profitability Reduced capacity means less volume to tradeComp
2、etitors reduce spend so Share of Voice is maintained with lessDirect costs of unit production increase,Marketing spend is unspent,uncommitted and vulnerable,Market Dynamics at q1 2008,House prices and share portfolios continue decade of increases Easy credit and joint incomes have created a marketpl
3、ace of discretional spending-dining out,premium food ranges,fashion upgrades,multiple short breaks,technology,telephony,Relatively inexpensive household essentials have been and over supplied.Multiple ownership of brown and white goods,cars,and holidays,Market Conditions at q1 2009,Discretional spen
4、ding cut backRenewal of essentials delayed Employment decreasing Value of assets reduced,Market Conditions at q1 2009,Need for brands to remain strong and front of mind to secure revenue from smaller pool,Price Waterhouse Coopers,We believe cutting back marketing spend is not the answer,79%believe m
5、arketing is no longer dispensable.It is key part of the business plan,Marketing is seen as more of a solution to help than a budget line to cut,Strategy first:We set our advertising strategy to take advantage of opportunities in the downturn,then try to come up with a budget to achieve the strategy,
6、Budget first:We reduce our budget,then come up with a strategy to do the most we can with that budget,Dont know,61%,27%,12%,Advertising on the Edge.Economist Intelligence Unit Survey,The importance of not cutting back,Because there are proven negative impacts on brand position and profitability if m
7、arketing expenditure is reduced during a downturn Barwise,IPA,PIMS,Data2Decisions,Its a short-term fix Brands that cut back emerge from the downturn weaker and less profitableLong term profitability means maintaining Share of Voice above Share of Market,The importance of holding a long-term view,The
8、 benefits of advertising materialise in the longer term50%achieved in year one with the remaining 50%in years 2 to 4The impact of advertising cuts may not be realised immediately.This may be misleading and harm the business in the long term,Date2Decisions.ROI defined as the incremental revenue gener
9、ated from advertising per unit of spend,The importance of not going dark,Two key brand relationship metrics Usage and Image suffer when brands“go dark”for six months or more(See chart opposite)There is also a danger that by falling silent a brands buzz score will decline,with the brand more likely t
10、o be judged on-the-way-down,60%of brands which go dark decline on at least one key brand metric,increase 11 22 decrease(24)(28),The importance of bonding,There is a strong link between market share and brand-to-consumer bonding,an aggregate of brand-consumer metricsLess investment in marketing commu
11、nications leads to lower bonding and lower market share Millward Brown,The importance of maintaining share of voice,Brands which cut their budget,relative to their competitors,have a higher chance of losing market share,IPA DataMine,When share of voice minus share of market is negative,a much higher
12、 percentage of brands lose market share,Because share of voice drives growth,Analysis of 880 case studies shows a correlation between share of voice and share of market gain or loss,As a rule of thumb,for every 10%points that share of voice exceeds share of market a brand can expect to gain one poin
13、t of market share,per annum,IPA DataMine,Evidence of brand value to advertisers,Cokes market Cap including brand value120 billion,Cokes market Cap not including brand value50 billion,The Brand Gap,The old dynamic,Brand Ret ailer Consumer,The new paradigm,Direct supply,online shopping,alternative out
14、lets,alternativeproducts,consumer product review forums,e-bay,Brand Retailer Consumer,Re-ignite consumer satisfaction with the brand Challenge consumer perceptions and behaviour toward the brandUse insight to identify and promote the simple,but forgotten,pleasures associated with your brandFocus on
15、the personal connection through message and placement,Brand strategies for 2009,Re-examine the role of advertising for your brand Promote reasons for consumers to enter the market,before conveying your own brand attributes and benefits.Champion the category and be frontrunner in recovery,Brand strat
16、egies for 2009,Reframe brand valueConvince consumers that a change of brand behaviour is not a compromise on quality Find your brands compelling central truth and convey it.But consumers will shy away from brands which over claim,Communications Planning in 2009,Because despite the headlines its not
17、all about,well,not in the long term,Because value to consumers is not based on price alone,NOT price related65%,Price related35%,other,on strength of brand59%,compromise of brand/price,on price alone,6%,10%,Brand important84%,Millward Brown,Brandz UK 2007,Bought goods,Select media which enhance the
18、communication themes of your brand and select an attentive and effective medium which delivers a breadth of proven ROI deliverables in sufficient size to provide the scale and economies for big brand media planning,Communications Planning in 2009,Does this support the brand?,Communications Planning
19、in 2009,This does,Communications Planning in 2009,“Boosting search is key to our brands success”Magazines lead in getting consumers searching,Which mediums influence you to start an online search?,MPA,Communications Planning in 2009,%made purchase after conducting online search Offline sources which
20、 drive qualified traffic to websites,“I need more consumers to buy from my website”Magazines excel at producing the traffic which converts to sales,MPA,Communications Planning in 2009,“I want buzz around my brands”Magazines and web are key in reaching connectors,Magazines work well with web in reach
21、ing social networkersIndex based on Facebook&MySpace users,MPA,Communications Planning in 2009,Influentials use magazines and web the most Number of times medium ranked#1 among influentials across 60 categories,“I want to reach positive communicators”Magazines and web are key in getting to opinion f
22、ormers,MPA,Communications Planning in 2009,“I have to improve opinions about my brand”Magazines have a superior record in boosting brand favourability,Brand FavourabilityDifference in exposed versus non-exposed consumers,MPA,Communications Planning in 2009,“I want get my brand mentioned”Magazines an
23、d web are key in getting consumers talking,Magazines are strongest influence on personal recommendationsPercent saying magazines contributed to personal recommendations,MPA,Communications Planning in 2009,Driving purchase intent is critical for our success in 2009 Magazines rank#1 in lifting purchas
24、e intent,Media Impact on Purchase IntentDifference in exposed versus non-exposed consumers,Cost per impact of Purchase IntentIndexed to TV,$1.77,$1.23,$2.61,MPA,Communications Planning in 2009,Most things we ever buy,we buy regularly.Every week 22 million shoppers are in-market for fmcg products and
25、 in a mind-set to listen to advertisers in those categories.Small nudges replace big shouts Using NRS Readership Accumulation to plan weekly print ratings magazine advertisers can meet them there,Needs fulfilled(out of the market),Purchasing mode(in-market),Have,Have not,Week by week,NRS.IPC,Communications Planning in 2009,Advertising in 2009,For more information and usable charts please contact james_ 020 3148 3639,
