Media Allocation Tool

Choosing The Right Media Mix

Forrester Research

December, 2008

Start with what consumers do, not

which media to buy.

3Entire contents © 2008 Forrester Research, Inc. All rights reserved.

• Marketing Leaders face a fragmented world.

• How are your consumers mixing traditional media with new media?

• Self-test your media mix.

Agenda


Younger consumers spend more time using the Internet than watching TV

"On average, how much time do you spend per week using the following media?"

Base: 22,209 European consumers

Source: European Technographics® Benchmark Survey, Q2 2008

(Ho

urs

pe

r w

ee

k)

(Age)

0

2

4

6

8

10

12

16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+

Internet

TV

Radio

Magazines

Newspapers


Consumers use DVRs to watch television on their own schedule


Consumers trust their peers for product information

"To what extent do you trust* each of the following types of advertising/promotion? "

Base: 22,673 European consumers


*Selected 4 or 5 on a scale from 1 (do not trust at all) to 5 (trust completely)

4%

4%

7%

13%

14%

15%

16%

16%

17%

20%

25%

0% 5% 10% 15% 20% 25%

Mobile phone advertising

Banners

Search engine

Brand sponsorship

Email updates

Magazine advertising

Radio advertising

Newspapers advertising

Brand site

Television advertising

Consumer opinions


Marketers must cross media to pull consumers through the funnel

TV ad EmailGame Email In store

AwarenessAwareness Consideration

Consideration Preference Preference PurchasePurchase LoyaltyLoyalty

Marketing becomes an interactive sequence, leading to purchase where all media contributes to the experience.


But this is more easily said than done

Base: 105 Marketing Leadership professionals(multiple responses accepted)

"What were the five main media planning challenges you’ve faced in 2007?"

Source: Marketing Leaders Global Online Survey, Q1, 2008

71%

52%

48%

42%

38%

Measuring the effectiveness of my media strategy

Determining the right media mix in light of changing consumers media behavior

Getting creative that work accross

Getting a sufficient budget to achieve my advertising goals

Understanding consumers media behavior


Agenda

• Marketing Leadership professionals face a fragmented world.




What is Michèle’s Social Technographics® profile?


Base: 2,538 online French consumers


Michèle also . . .

Often tells her friends about products that interest her.

40%

Relies on recommendationsfrom peers when making

purchases.

34%

Researches products online regularly.*

52%

* At least monthly** Magazines are the first source ofinformation Michèle relies on for beauty products

Doesn’t trust mobile phone advertising

95%

Trusts consumers opinions.

40%

Is more likely than the average French consumer to trust brand

Web sites.

21%

Uses the Internet as an additional source of information for beauty

products.**

31%Likes to shop around before making purchases.

63%


• Marketing Leadership professionals face a fragmented world.



Agenda


1. Forrester uses the following components (marketing goal, product type, targeting approach, audience gender, audience age, and audience income) as a basis for the analysis.

2. Each of these selections feeds into our analysis engine for a comparison with our Consumer Technographics® data.

Source: Forrester Consumers Technographics® European Benchmark Survey, 2007


3. Based on the analysis engine and the inputs defining the marketing goals and audience, each of the channels is given a rank based on its likely effectiveness.

4. The channels are grouped in three priority segments based on their rank.



5. Finally, the MAT provides guidance on media allocation, based on consumers’ media behavior AND your media costs.



How can you reach Michèle?


Thank you

Frédéric Crehan

+33 1 47 58 93 15

[email protected]

www.forrester.com


Suave — "Say yes to beautiful"

Source: Suave (www.suave.com)


The Net sparked the debate around motherhood



"In The Motherhood" involved consumers with the Suave brand



Online instant win promotions closed the loop and enabled Suave to measure impact on store sales



Awareness Consideration Preference Purchase LoyaltyEyeballs

Suave “Say yes to beautiful” integrated marketing funnel

TV commercial

Magazines advertising

Suave Web site

Suave online community

Online promotions

"In The Motherhood"

Online registration

Media Allocation Tool

Business

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