How to earn media space through integrated thinking
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How to earn media space through integrated thinking @danpinch May 2011
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Presented by Dan Pinch at Marketing Indaba 2011
Transcript of How to earn media space through integrated thinking
How to earn media space through integrated thinking
@danpinch
May 2011
About Atmosphere and +one
Advertising = telling everyone you’re great
Earned media = getting other people to say you’re great
Paid, Owned and Earned media
Paid:Advertising
Owned:WebsitesNewslettersIn-house magazinesFacebook PagesTwitter profilesIn-store
On average people pay attention to editorial content six times more than its
surrounding advertising (Ogilvy, back in the 70s)
Word of mouth marketing is ten times more effective than TV or print advertising (Euro RSCG)
The more earned media you have, the less you have to spend on traditional advertising
15% of US tech media coverage
US Ad spend in 2009 $376 million
3% of US tech media coverage
US Ad spend in 2009 $1.2 billion
The new news cycle
Traditional campaign thinking
ATL campaign idea (based on TV ad probably)
Promotion / P.O.S
PR
Microsite
Web ads
Bill boards
TV Print
Radio
Traditional creative production line
Strategy “the client wants to shift more XX”
Channel planning “you’re using TV and billboards. (There’s a special on).”
Everyone else “ok guys now repeat…uh I mean integrate the pay off line into whatever it is you fellas do.”
“We have an amazing 30 second spot concept for you.”
Result = great TV ad, average, to sucky, everything else
Integrated thinking
Creative platform idea
Customer experience
PR
Facebook Page
Web ads
Bill boards
TV spot Print
Radio
Integrated team
Strategy/planner
Media planner
Digital
Social media
PR
Copy writer
Designer
The client
The consumer
Result = something more interesting
kulula “you know what”
Media coverage and Facebook
Onboard giveaway
Kulula offers to pay lobola for Kate
PR coverage
The story goes global
Facebook tab
Facebook poll
Creating conversations
On-board giveaway
Results = R6 million+ in earned media space and a letter from the palace
Capitec Bank – Live Free
Sandcastle construction crew
Events page acts as activity hub
Le Budget Cafe
Le Budget Cafe
Creating talking points on Facebook
Blogger drops
Engaging consumers in the real world
R 2 million worth of coverage (traditional and blogs) to date
The brand your brand could smell like
