30
Topic of Presentation Monday, 17 January 2011 The Single Minded Proposition Monday, 17 January 2011 Single Minded Proposition The one single thing you want to persuade your target audience of.

Baltic Presentation

Embed Size (px)

Citation preview

Page 1: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Single Minded Proposition

The one single thing you want to persuade

your target audience of.

Page 2: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Achieving a single minded proposition

Audience insight

“Who are we trying to influence with

this trail?”

Support

“Background/Insight to our show?”

Fitting the bits together

Page 3: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Audience Insight

A (fundamental) truth about human emotions and behaviour, which can be leveraged to build a brand/drive preference for a TV programme

Page 4: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Arriving at a proposition

Audience insight Content offer

Proposition

A marrying of what the audience wantsand what the content delivers

Page 5: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Red Bee Trail Brief Format

• What is the channel's brand proposition?

• How does this affect the channel's approach to trails? (The style of the trail should demonstrate the brand proposition)

• Who are we trying to influence with this trail? (Brief description that brings the target audience to life and gets you under their skins)

• Background to the programme(s) + our insight about the show (A short summary of the programme(s) and the one thing that will get our target to watch)

• Single minded proposition (The one single thing that you want to persuade your target audience of)

• Mandatory inclusions/exclusions

Page 6: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

BBC Radio 3 – Brand InsightAudience Insight Brand Insight

Whether it’s foreign food or intrepid holiday destinations, they’re adventurous in their choices.

They want to be rewarded for having curiosity and an open mind

A breadth of content that expands people’s understanding of the

music and arts. Always taking them further, however much they

want to know

Throwing open new worlds of music and the arts

Page 7: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Audience insight Content offering

BBC World News

Proposition

A constant drive and passion

to seek out all the angles on

a story to deliver journalistic

excellence and balance

Internationalists - A

constant drive and

passion to gather

information in order to

build a point of view on

the world

Driven by your quest for knowing

Page 8: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Audience insight Content offering

Formula 1

Proposition

BBC Sport coverage takes

you closer to the driver

experience than ever before

– You feel part of the racer

experience

Audiences feel distant to

the Formula 1 races and

the season as a whole

Immerse yourself in the F1 experience

Page 9: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Page 10: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

A global brand

Compelling and

deliverable

From Ireland

Irish values

Black and White

Takes time to pour

Old

Famous advertising

Conversationalist

Likes sport

Travels

Sophisticated

‘One of the lads’

A little bit different

Audience insight Content offer

Guinness

Page 11: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

A global brand

Compelling and

deliverable

From Ireland

Irish values

Black and White

Takes time to pour

Old

Famous advertising

Conversationalist

Likes sport

Travels

Sophisticated

‘One of the lads’

A little bit different

The United Nations of Drink

Audience insight Content offer

Guinness

Page 12: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

A global brand

Compelling and

deliverable

From Ireland

Irish values

Black and White

Takes time to pour

Old

Famous advertising

Conversationalist

Likes sport

Travels

Sophisticated

‘One of the lads’

A little bit different

Craic Fuel

Audience insight Content offer

Guinness

Page 13: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

A global brand

Compelling and

deliverable

From Ireland

Irish values

Black and White

Takes time to pour

Old

Famous advertising

Conversationalist

Likes sport

Travels

Sophisticated

‘One of the lads’

A little bit different

The Ultimate Experiences are worth waiting for

Audience insight Content offer

Choose the most relevant, differentiating and true .“The truth told in a surprising way.”

Page 14: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

The Ultimate Experiences are worth waiting for

“Good things come to those that wait”

Page 15: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Benefits of a single minded proposition

• Put SMP on your brief and you agree the message you are bringing to life at the start of process

– manages people’s expectations of the work

• Can evaluate the work against the agreed SMP

• It’s a logical rationale which can be approved/agreed with senior management which means when the ad is done:

– It is more likely to be approved

Saves energy, time, frustration and money!

Page 16: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

UktvG2 rebrand

1. The channel brand was invisible,

2. The name was meaningless, but…

3. The content was great

Therefore, the task was

5. Clarify the brand, based on the content and audience

6. Create visibility for the brand with a new, stand-alone name and full-OSP

Page 17: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Proposition

Men who enjoy intelligent,

smart humour. Our audience

have partners so they can’t

go down the pub and get this

from their mates as often as

they’d like

It contains shows and

formats that are full of

intelligent, irreverent people

chatting and being funny

The Home of

Witty Banter

Audience insight Content offering

Page 18: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

‘Buzz’ Words•Initial response good

•Short and snappy easy to pick out – ‘feel’ right

•A couple of these words came back strongly for forum

•Not too adventurous•Seemed to lose popularity during groups

1

3 OptionsSafer AmbitiousIssues!

2‘Signpost’ Words

•Clarity - ronseal effect

•Distinguish from Gold

•Good for Freeview audience

•Encourage stopping on EPG

•Universally positive

•Could be restrictive for new content (depending on name)

•Unadventurous

3‘Clever’ Words

•Took a while to warm to these words

•Took a person to get behind it and ‘sell’ it to others

•Those that were convinced, were passionately convinced.

•Not everyone convinced

•Potentially polarising

•Reliant on strong marketing

Generated a range of names

Page 19: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Page 20: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Page 21: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Page 23: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

• Spontaneous awareness increased ahead of ITV2, E4 and Sky One

• Sky homes achieved a 71% uplift

• 29th channel to 10th – including terrestrials

• Return of £3 for every £1 spent

Channels 000s Channels 000s1 Sky Sport 1 16 1 Dave Total 182 E4 Total 15 2 Sky Sports 1 183 ITV2 Total 12 3 E4 Total 174 BBC3 11 4 ITV2 Total 145 Sky One 10 5 Sky One 126 Sky Sports News 8 6 BBC3 117 Film4 Total 6 7 Sky Sports News 98 UKTV Gold Total 6 8 More4 Total 89 More 4 Total 6 9 UKTV Gold Total 7

10 ITV4 6 10 Cbeebies 711 Cbeebies 5 11 Film4 Total 712 Paramount Total 5 12 ITV4 613 BBC News 5 13 Paramount Total 614 Dave Total 5 14 BBC News 5

Source: BARB

Pre 5.5 months 5.5 months since launch16-44 Men - Multichannel

Results

Page 24: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Conceptual Male Channel ID idea

Page 25: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Conceptual Male Channel ID idea

Page 26: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Conceptual Male Channel ID idea

Page 27: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Viasat 4 IDs– Norwegian Male Channel

• Skydiver

• Fisherman

• Sprinter

• Statue

• SMP (the one thing they wanted to convince viewers about)

– Norwegian

– Surprising

– Fun and relaxed

– Brand values; challenger, adventurous, fun

Page 28: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011

Diema – Bulgarian Male Channel

Page 30: Baltic Presentation

Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011