Manoeuvring the Marketing Mix 2011 SEMM Forum December 2011

Flow for the hour

• Introduction

• Canadian media landscape

• Review of tactical opportunities

• Looking ahead

Who is this guy?

• I’ve been in marketing for almost 20 years

• Done the ‘big’ agency thing and worked for Nikon and Molson in marketing/sales roles

• Set up ‘marketing consultancy’ business in 2007

• Work within a variety of industries

• Higher Education is a big focus within business

– Worked for StFX University

– Consulted with a US based higher education consulting company for over 2 years

– Working for Noel-Levitz (WSS) since Oct. ’10

• Work directly with several institutions

What I’m hoping to achieve this morning

1. Outlines some Canadian specific ‘media’ data

2. Offer insights and suggestions to support recruitment efforts

What’s the biggest issue or concern you have in your marketing and advertising planning?

Here’s what’s happening with the Canadian media landscape

Canadians still consume traditional media

Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?

Source: BBM Analytics OmniVU May 2011 – Adults 18+

TV is still very persuasive

Television Radio Newspaper Magazines Internet Out of home

57.5

8.0 11.3

4.1

12.6

1.4

Q: Which ONE of the following media carries advertising that you believe to be the most persuasive?

Source: BBM Analytics OmniVU May 2011 – A18-34

Television Radio Newspaper Magazines Internet Out of home

54.1

10.0 9.6

3.7

21.2

0.5

Impact shifts when its a younger audience

Q: Which ONE of the following media is your primary source for News?

Source: BBM Analytics OmniVU May 2011 – Adults 18+

TV and online is where we go for news

Television Radio Newspaper Magazines Internet Out of home

45.2

14.3 15.5

0.8

22.4

0.0

Q: Which ONE of the following media is your primary source for News?

Source: BBM Analytics OmniVU May 2011 – A18-34

Television Radio Newspaper Magazines Internet Out of home

34.7

12.1 13.4

1.1

36.9

0.0

Online beats TV with the younger demo

Teens aren’t watching TV anymore

2009 CRTC

What else are we doing

Online, we’re a pretty active bunch

Teens are a little different

We are social beings

Check out the demographics

Teens have their favourites

IMI ConsumerTrack

‘Millennials’ are very much the same

IMI ConsumerTrack

We LOVE facebook

Almost 17 million

Canadians are on

2011 Checkfacebook.com

Check out these demographics

Every month, 71% of Canadian

Internet users visit

Canadians like video too

2011 comScore

We consume a lot

Especially those Millennials

We also like our ‘smart’ phones

2011 Quorus Consulting

Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,003

What do we use them for

2011 Quorus Consulting

Q9. Which of the following activities do you do on your cell phone? (Prompted questions)

Where’s the money being spent?

Traditional still gets the bucks

However, the shift is online

What format you ask?

Two winners in Display

What does this all mean to those in the post-secondary category?

Research, re-evaluate and revise

• Recognize that media consumption has changed

– Are you using the right media channels that do or could produce results?

• While traditional media still works, it has to be used differently

– Integrate and link with non-traditional

• Get to understand and use the ‘new’ tools that your audience uses to interact with you

– They no longer sit still long enough to list to a 30 second message or read a print ad

• Look online as a key part of your marketing mix

– Your audience lives there

Don’t believe me, ask the Old Spice Guy

A multi-media campaign with results

• Launched early 2010 - just before the Super Bowl

• Over 33 million YouTube views and 4 billion total impressions

• Within 3 months, volume of body wash shot up by 40%

• Business now at an all-time high for the brand

2011 P&G Annual Report

Some suggestions on approaching a ‘new’ advertising plan

Broadcast still has a part to play

TV - Spot buys, single partner and online

Radio – Use the right station(s) and partner

YouTube – Branded channel, TV ads and images to radio

Outdoor isn’t just big boards

Transit – Inside, exterior and bus shelters

Digital and mobile signage – Locations in very public locations

Movies – Captive audience

Find the right print

Magazines – Pick and own the key ones (i.e. Macleans)

Community papers – People want hear about local content

Dailies – Look to online versions

Online advertising IS effective

Ad networks – Variety offered with areas specialization (i.e. Gorilla Nation)

Search Engine Marketing – Ads aligned with key words using Google, Bing, etc.

Social Media Ads – Facebook, YouTube, LinkedIn, etc.

‘Local’ sites – Kijiji, sports specific, urban weeklies, etc.

You can ‘sell’ in social media

Content – campus activity is content (can’t just be PR messages)

Advocates – Posts by faculty and students have meaning

Customize – Look to custom apps to engage and collect data

PR is marketing

Media List – Collect a mix of media contacts and engage them

Releases – Promote unique activity in mix of channels

Voices – Use faculty and students as experts (locally and nationally)

6 things I’d recommend you do (If you haven’t already)

Get to know and understand your audience

Be unique. A lot is

going on in their world

Use the RIGHT channels

Ensure the offering or contact

means something to them

* Word bubble compliments of wordle.net

Stay true to your “brand”

(the thing they buy into)

TTA

TEST

TRACK

ADJUST

Thank you sean@williamsmarketing.ca www.williamsmarketing.ca @swmgroup linkedin.com/in/seanwillliams