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Luc Samama, aged 35, is an International Account Director at MEC, one of the world’s largest media agency networks. Since early 2010, Luc manages MECs consultancy, planning and buying services to the Daimler AG across more than 20 countries across the globe.Before joining MEC, Luc worked across different agency and media functions. His responsibilities included print and online ad sales in Germany and Austria at Time Magazine as well as media planning and agency management at different media and communication agencies.Luc is a firm believer in the value that professional, international media management can bring to advertisers. He has a track record of setting up and implementing multi-market communication solutions for marketers from different sectors, including retail, finance, luxury goods, logistics, and of course automotive.www.sempl.si
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MERCEDES-BENZ AND MEC
SEMPL, November 30th 2011
A top global brand in the hands of media professionals
Seite 3
Mercedes-Benz: A top global brand in the hands of media professionals
Before we start… Who is Luc Samama?
French / German.
14 years in media.
Agency & media experience.
8 years with Mercedes.
International focus.
Lust for communications.
Seite 9
Mercedes-Benz: A top global brand in the hands of media professionals
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Mercedes-Benz: A top global brand in the hands of media professionals
„HOW DO I GET IN TOUCH WITH MY PEOPLE AGAIN? ANDHOW DO I GET THEM TO FOLLOW OUR JOINT CAUSE?“
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Mercedes-Benz: A top global brand in the hands of media professionals
What does this have to do with Mercedes-Benz?
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Mercedes-Benz: A top global brand in the hands of media professionals
From a consultants perspective:
1. Understand your Audiences
2. Truly engage with them
3. Be aware of how they respond
Seite 13
Mercedes-Benz: A top global brand in the hands of media professionals
Attitudes and self-perception are critical factors.
To truly understand your audience, look beyond demographics:
Gender: Male
Age: 65 years
Martial Status: Married (twice)
Annual Income: Highest income bracket
Nationality: British
Seite 14
Mercedes-Benz: A top global brand in the hands of media professionals
Mercedes-Benz and MEC look at fused data fromtraditional media research (TGI) and milieu insights (SIGMA).
Diagram
1
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Mercedes-Benz: A top global brand in the hands of media professionals
Pragmatic Strivers11,2% - 26.6 Mio
Upper Conservative Segment7,6% - 18.2 Mio
Upper Liberal Segment9,0% - 21.4 Mio
ProgressiveModern Mainstream
8,9% - 21.1 Mio
SocialClimberSegment
11,4% - 27.1 Mio
PostmodernSegment
7,2% -17.0 Mio
TraditionalMainstream
12,8% -30.6 Mio
ConventionalModern
Mainstream11,5% - 27.3 Mio
Socio-
CriticalSegment
3,1% - 7.3 Mio
Counter Culture7,6% - 18.1 Mio
Traditional Blue Collar Segment
8,6% - 20.5 Mio
Upper Class
UpperMiddle Class
MiddleMiddle Class
LowerMiddle Class
Lower Class
SIGMA 2007
Social Status
"To preserve"Subjectivism" I - am – me"
Traditional Modern PostmodernStatus, Property, Self-indulgence
"To have, to consume and to indulge"Postmaterialism : „To be and to share“
Val
ue
Ori
enta
tio
ns
Source: SIGMA Sensor Europa
Mercedes-Benz“Home Turf”
Conquest
Mercedes-Benz and MEC look at fused data fromtraditional media research (TGI) and milieu insights (SIGMA).
Seite 16
Mercedes-Benz: A top global brand in the hands of media professionals
Fused data = great insights for strategic media planning.
Diagram
2
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Mercedes-Benz: A top global brand in the hands of media professionals
DigitalCinema
Newspaper
Magazines
TV
Radio
TV
RadioNewspaper
Magazine
DigitalCinema
Postmodern SegmentSocial Climbers
Source: Europe TGINet 2009 R2 GER, ESP, FRA & UK / Target Group: POM 21+ Job (n= 2.371)/ PMM 21+ Job (n= 3.279)/ UL 21+ Job (n= 3.447)/ SC 21+ Job (n= 3.367)
Fused data = great insights for strategic media planning.Our loyal customers rely on traditional media.To engage with our conquest audience, the digital channel is key!
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Mercedes-Benz: A top global brand in the hands of media professionals
ANNE, INTERIOR DESIGN BLOGGER, PALO ALTO*
I feel the brand lacks accessibility & personality.
*exemplaric persona; quote couldn‘t be allocated to a specific interviewee
XUE SONG, ARTIST SHANGHAI
If we can combine more current top designs (establish a concept of Trend Museum in MB), it would appeal to people who care about fashion.
BENJAMIN RUTH, VICE BERLINFirst of all, Mercedes-Benz has to get back on the radar of younger, more modern audiences!
Direct dialogue helps understanding how people feel about us – and mapping out potential communication routes.
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Mercedes-Benz: A top global brand in the hands of media professionals
Understand your audiences.
Look beyond demographics.
Be thorough and scientific in your approach.
Fuse avaliable data sources.
Verify their information and media consumption behavior.
Use focus groups to generate in-depth qualitative insights.
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Mercedes-Benz: A top global brand in the hands of media professionals
From a consultants perspective:
1. Understand your Audiences
2. Truly engage with them
3. Be aware of how they respond
Seite 21
Mercedes-Benz: A top global brand in the hands of media professionals
What is truly engaging?
“Social Media” is NOT FOR ME.
I go online to RESEARCH if interested.
I trust (media) brands with HERITAGE.
Provide me with clear MESSAGES.
“Social Climber” / “Upper Conservative” segments expect big brands to communicate via trusted platforms, consuming media passively.
And do so in an ENTERTAINING way.
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Mercedes-Benz: A top global brand in the hands of media professionals
What is truly engaging?
Birthdays? Letters? All on FACEBOOK!
I am ALWAYS connected (if I want to).
Help me STAY AHEAD OF THE CURVE.
You need to BE INTERESTED IN ME!
The “Postmodern” audience segment is likely to engage with content if it is rooted in their interests and provides interaction opportunities.
And show it in an AUTHENTIC way.
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Mercedes-Benz: A top global brand in the hands of media professionals
The common denominator:a proper media strategy!
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Mercedes-Benz: A top global brand in the hands of media professionals
Because media makes strong content even stronger.
A great creative Massive media support (estimated $ 12 M)
>100 million!
Super Bowl Ad SeedingTV Campaign
Media enables creative success!
Owned Platforms
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Mercedes-Benz: A top global brand in the hands of media professionals
What is an adequate media strategy?
Diagram
3
Seite 26
Mercedes-Benz: A top global brand in the hands of media professionals
“Traditional” media remain relevant, but digital is growing steadily.
0%
20%
40%
60%
80%
100%
Online (search) Online (display) InteractionOutdoor Cinema MagazinesNewspapers Radio TV
What is an adequate media strategy?
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Mercedes-Benz: A top global brand in the hands of media professionals
Digital isn‘t Digital!
Today: The “long tail” is the new mainstream.
Yesterday: Paid search… …blockbuster sites… …social media.
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Mercedes-Benz: A top global brand in the hands of media professionals
Different communications for different audiences!
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Mercedes-Benz: A top global brand in the hands of media professionals
Truly engage with your audiences.
Generate content that is relevant and attractive.
Different audiences – different content needs (interactivity).
Develop an effective meda strategy.
Ensure to allocate sufficient budgets to digital media.
Acknowledge the diversified digital ecosystem.
Seite 30
Mercedes-Benz: A top global brand in the hands of media professionals
From a consultants perspective:
1. Understand your Audiences
2. Truly engage with them
3. Be aware of how they respond
Seite 31
Mercedes-Benz: A top global brand in the hands of media professionals
…Did you really
think…?
For each campaign, we define relevant KPIs. And we track them continuously to enable real-time optimization.
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Mercedes-Benz: A top global brand in the hands of media professionals
6 7 8 9 10 110 €
1,000 €
2,000 €
3,000 €
4,000 €
5,000 €
6,000 €
7,000 €
8,000 €
0.10 €
0.60 €
1.10 €
1.60 €
Budget Ø CPC Ø CPF
X
X
X
X
Elemination of ads with highest
Cost per Fan
Additional specificity
in audience segmentation.
Adding new, smaller
formats to improve CPC
Example: Optimisation on the fly (actual MB Campaign)Useful KPI‘s
COST PER FAN
COST PER CLICK
CO
ST
PE
R M
ILL
E
COST PER ACTION
CONVERSION RATE
CLICK RATE…
For each campaign, we define relevant KPIs. And we track them continuously to enable real-time optimization.
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Mercedes-Benz: A top global brand in the hands of media professionals
MEC is the first agency to use OMNISCOPE for campaign data visualisation and analysis.
Various sources
Merge different kinds of data
Manipulate information in real time
Dynamic analysis
Available online
Seite 34
Mercedes-Benz: A top global brand in the hands of media professionals
Be aware how audiences respond.
How do you want them to respond? Define KPIs!
Have different options in terms of creative and formats.
Within your campaign, test different combinations.
Monitor campaign results continuously, and in detail.
Allow for real-time analysis and evaluation.
Fail fast and learn.
Seite 35
Mercedes-Benz: A top global brand in the hands of media professionalsThank
you!
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