Luc Samama // Mercedes Benz: Top global brands in the hands of media professionals

MERCEDES-BENZ AND MEC

SEMPL, November 30th 2011

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

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.

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„HOW DO I GET IN TOUCH WITH MY PEOPLE AGAIN? ANDHOW DO I GET THEM TO FOLLOW OUR JOINT CAUSE?“

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What does this have to do with Mercedes-Benz?

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From a consultants perspective:

1. Understand your Audiences

2. Truly engage with them

3. Be aware of how they respond

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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

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Mercedes-Benz and MEC look at fused data fromtraditional media research (TGI) and milieu insights (SIGMA).

Diagram

1

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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).

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Fused data = great insights for strategic media planning.

Diagram

2

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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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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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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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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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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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The common denominator:a proper media strategy!

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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

http://www.google.de/imgres?imgurl=http://media.volblog.at/21183/20080227-superbowllogo.gif&imgrefurl=http://connyinprinceton.volblog.at/&usg=__Gn7DFK7lbDWP-ZaVDFDfqgBFLHA=&h=330&w=400&sz=33&hl=de&start=3&zoom=1&um=1&itbs=1&tbnid=FGKtJEI0-hgAaM:&tbnh=102&tbnw=124&prev=/images?q=super+bowl&um=1&hl=de&tbs=isch:1&ei=b9SBTeL6EI314QbxrYnnCA

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What is an adequate media strategy?

Diagram

3

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“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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Digital isn‘t Digital!

Today: The “long tail” is the new mainstream.

Yesterday: Paid search… …blockbuster sites… …social media.

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Different communications for different audiences!

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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.

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…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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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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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

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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.

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Mercedes-Benz: A top global brand in the hands of media professionalsThank

you!

Business

Luc Samama // Mercedes Benz: Top global brands in the hands of media professionals