Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

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Good RESEARCH tells a STORY Kelly McGillivray Peoplecount

Transcript of Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

Page 1: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

Good RESEARCH

tells a

STORY

Kelly McGillivrayPeoplecount

Page 2: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

Are you SELLING

what Media Buyers

are BUYING?

Page 3: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

What are you selling?

locations technology screens time exposures CPMs

audience content coverage sexiness service support

Page 4: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

So is EVERYBODY else

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So, what ARE Media Buyers reallyBUYING?

Page 6: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

You want to be SELLING what

Media Buyers are

BUYING!

And what is that?

Page 7: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

Accountability

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RESULTS for my client?

PROVE it!

Page 9: Good RESEARCH tells a STORY Kelly McGillivray Peoplecount.

What they are really saying…

“Don’t make me REGRET this.”

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Credibility

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Why should I spend my client’s

MONEY on you?

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What they are really saying…

“Why should I risk my

REPUTATION on you?”

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Differentiation

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Media Planners Think “TV”

3%

8%

45%

37%

7%

Out-of-Home

Radio

Internet

Print

TV

2007 Ad Spend – OAAA

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Accountability+ Credibility

+ Differentiation

= YOUR STORY

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Your STORY is in the

NUMBERS

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Metrics GoldNuggets

CompellingStory

Research

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Highest TRAFFIC Observedby Peoplecount

(1,000s per week)

15

30

130

1000

Place-Based

Campus

Mall

Outdoor

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“Captivate reaches more managers than Forbes, Fortune, Business Week

and The Wall Street Journal combined.”

A Good TRAFFIC Story

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Typical DWELL TIMESObserved by Peoplecount

(minutes)

90

5

20

3

<<1

Place-Based

Campus (Notice Board)

Mall (Food Court)

Outdoor (in congestion)

Outdoor (free flow)

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“In traffic, it takes up to 14 minutes

to pass this sign.”

A Good DWELL TIME Story(Outdoor Video Screen)

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NOTICE RatesObserved by Peoplecount (Aided + Unaided)

22%

48%

66%

82%

Pharmacy -Ceiling

C-Store -Cash

Retail - POP

Service -Queue

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We learned…

Short loop

Eye level

Simple content

Pilot studies are GOOD

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Imagine telling

your STORY

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STORY = SOLUTION

(Specific Measurable Results)

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It’s easier to sell

STEAKthan SIZZLE

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“Thank you.”

Kelly McGillivrayPresident & Chief Methodologist

[email protected]