marketing management consultants
Transforming Production ���for the 21st Century
TrinityP3 Webinar Series Presented by Christopher Sewell
23rd September 2015
marketing management consultants
What we will discuss today
• What is Production in the 21st century • A Brief History of Previous Transitions in Advertising • Current Challenges for Marketers • An overview of production by Media channel.
• TV • Print • Printing • Digital
• Traps for Marketers • Tools for future proofing
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What is Production in the 21st Century?• In a digital world asset management and storage is
king and has to be held by marketing. • It is not based on the wording shown in agency costs
that are a legacy from the halcyon days of advertising. • A world where digital acronyms abound and cost is
based on complexity not a defined production strategy. • Opportunities to reach and actively engage with
customers that were only dreamed of in the past. • A seismic shift in production costs away from large TV
productions to test and modify digital delivery. • The death spiral of the tradition commercial print
industry. • A rebirth of the importance of the publishing model.
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Transitions we have knownOld Presumption Today
The birth of TV leading to the death of Radio
• Before TV radio was the mainstay of mass marketing.
• People would leave radio as TV was a modern replacement.
• Digital radio has transformed the choice and helped target the message.
• TV channel is under threat on multiple fronts.
Newspapers & magazines replaced by digital
• Everyone’s daily diet of up to date news.
• Job ads were rivers of gold supporting industry.
• Specialist publications.
• Transition to digital will happen over time.
• The rapid spread of mobile usage has sped up Newspapers demise.
Internet Advertising
• Paid targeted media based on consumer search behaviour.
• Programmatic booking.
• Continuous growth and increased level of targeting.
• Apple’s new ad blocker software sends tremors thought the paid media world.
• Too much cheap space without relevant content.
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Production Challenges for Marketers
• How to keep content generation costs in check for test and learn deployment.
• As content gets more complex and files get larger so how do you store and receive these assets?
• Where should building content sit? PR companies, internally controlled, or an external service.
• Pressure from procurement to reign in costs. • Managing and negotiating rights and releases across
multi-channels. • What to decouple, when to do it and who to work with. • How to transition away from print in an organised
manner.
marketing management consultants
An Overview of TV Production
The Past • Talent and other fees charged
by each channel. • Ownership of rights held by
originator. • High production values
required in all cases. • All production stages
specialised so end to end production tightly held.
The Future • Multi-channel buyouts required to
enable deployment of this content. • Transfer of usage rights for all digital
channels under contract. • Copyright remains with originator. • Concept and creative ideas being
outsourced. • Decoupling and software give clients
more options.
• Well managed high value TV commercials can still generate ROI
• Digital is the only game in town • Creating video content can be achieved by multiple suppliers
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An Overview of Print Production
The Past • Charging for ‘artwork’ items
that are not used. • Capture in camera costs the
same but retouching climbing. • Charges for resizing. • High hourly rates for simple
tasks.
The Future • Charging of either software or
labour not both. • Single charge item for image
capture. • Software replaces labour cost. • More decoupling and off-
shoring.
• Size does matter. Repurposing costs are not transparent • Old world cost centres still being used to maintain agency
revenue stream • Photography and retouching costs misaligned
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An Overview of Printing Production
The Past • Long print runs. • Print, store and distribute. • Work directly with printers.
The Future • If you cannot target don’t do it. • Print on demand. • Working with agnostic content
managers not print managers.
• High quality printing will survive • Untargeted printing is declining quickly • Research showing printing is effective is clouded by vested
interests
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An Overview of Digital
The Past • Design, produce, use and
discard. • Agency producing all work
locally. • Generating test versions
requires labour costs.
The Future • Design, produce or repurpose,
use and reuse, recycle and restore.
• Outsource or offshore backend production.
• Use programme generated testing strategies.
• Beware of the jargon. Ask for conversations in plan English • All communication is digital so it is not a specialist service • Movement from paid to owned media
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Traps for Marketers
• Agencies deploying software that is not linked to their core competency to lock in your business.
• ‘Digital’ in the name does not define an agency’s abilities. Digital content is modern day publishing.
• Agreeing hourly rates does not help you control the ‘length of the string’.
• Be clear when setting video production budgets as digital consumption is not the same as buying TARP’s. Also set the budget when briefing creative.
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Tools for the Future
• Stop viewing production in it’s traditional disciplines-print, broadcast and digital. You advertise by media channel but you generate digital content that is used across video, podcast, blog post, social, newsletters etc.
• Invest in tools to create, store and manage assets. Do this yourself so you own them.
• Examine the value you are getting after the idea is generated. Decouple where there is no value being added.
• Don’t expect a printer to help you stop printing things. Work with a provider that is equally rewarded in any channel.
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In Summary
• 21st Century production is about digital, digital and only digital
• Get ahead of procurement and plan what you can decouple to reduce costs
• Collect and manage your own content
QUESTIONS?
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TrinityP3 Webinar Series
October 7: How many agencies do you need and how to get there
October 21: Aligning your digital marketing to marketing
November 11: Super charge your agency with incentive based remuneration
November 25: The challenges for Marketers in a carbon constrained future
For more information go to:
http://www.trinityp3.com/product-category/webinars/
marketing management consultants
For more information contact:
TrinityP3 Pty Ltd Sydney
+612 9964 9900 Melbourne
+613 9682 6800 Hong Kong
+852 3478 3982 Singapore
+65 6631 2861
[email protected] www.trinityp3.com
Trinityp3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants
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