MANAGING MEDIA TODAY

Media Mantra 2009

Creating Brand Fans

• Delivering VALUE through Marketing

• Making LIVES BETTER

Building Marketing into the Product

• Make the Product so great that people can’t help talk about it– iPhone IPL

– Google Aamir Khan

– YouTube Bidayi/Balika Vadhu/Big Boss

Importance of Media

• Powerful communication tool to large or select mass of audiences

• Channel, device, etc to carry/flash messages, knowledge, information, content…bring meaning to life and/or entertain

Media Evolution

Mass MediaOne to ManyMass MediaOne to Many

Niche MediaOne to Few

Niche MediaOne to Few

Personal MediaOne to One

Personal MediaOne to One

Social MediaMany to ManySocial Media

Many to Many

CREATIVITY can ride the medium

• AXE placing mini skirts on mouse pads during the launch of AXE Fantasy

• Schweppes fountains

• Art fields for airline traffic

• Customized shopping bags & carts

• Stickers in wash basins for World Water Forum

• Station Billboards

Media is becoming HUMAN

• Its easy to be an actor, journalist, program host and/or film maker– Online Gaming

– Videos

– Podcasts

– Blogs

Media is becoming CREATIVE, SHARING & PARTICIPATIVE

• SMS• Tagging of photographs• Watch TV on sites like Joost. TV channels are

moving their content online to increase interactivity. PC-tuners and DVRs allow creation of user generated content

• Send out virals & viral videos• Join Social Media Networks• Play games: PC, console and mobile

Social Media is about CONVERSATIONS online

• Blogs, micro-blogs• Online chats• RSS Feeds• Widgets• Social networks, social bookmarks• Message Boards• Podcasts• Video-sharing sites• Photo-sharing sites• Virtual worlds• Wikipedia

Social Media is more popular than porn sites

• Wikipedia has 400,000 articles

• YouTube has 100,000,000 videos

• Eblog has 200,000,000 blogs

• Second Life has 1.5 million residents

Hyper-active media

• 73% of active online users have read a blog• 45% have started their own blogs• 39% subscribe to an RSS feed• 57% have joined a social network• 55% have uploaded photos• 83% have watched video clips• 80% of console gamers are men and 60% of

casual gamers are women

Compare it with…

• 18% of TV campaigns generate positive ROI

• 90% of people who can skip TV ads

• Average person is exposed to 3000 messages daily

• Only 14% trust TV ads

Monologue to DIALOGUE

• Dialogue is an authentic, consumer-driven conversation and is not controlled and product-driven

• 78% trust RECOMMENDATIONS of other consumers

CONTENT is king

• People want to be heard. People talk about brands– 34% post opinions about products and brands on

their blogs

– 36% think highly about companies that have blogs

– 32% trust bloggers opinions on products and services

Garden of Eden…

• Media is being slowly redefined to any channel that can REACH your consumer, the more CLOSE & INTERACTIVE the better

• New Media is evolving by collaboration – Internet+ TV + Print+ mobile, etc

• Indian infrastructure is beginning to fall into place. BUT firewalls exist @ office/cyber cafes, no. of home PCs low, adoption of GPRS phones low…

Viewership thresholds across years

Ad Volumes Trend on TV, Print & Radio

All Mediums saw a decline towards the end of 2008

Top Advertisers Volumes

Volumes of all Top advertisers increased on TV except for Paras Pharmaceuticals

4 of the Top 10 Advertisers on Print decreased their ad volumes in 2008

Mind in the Message

• Objective: sampling leading to loyalty and positive WOM– Can’t do away with Mass Media

– It needs to be complemented with New Media, as it is youth-centric

– Personal media is expensive, given the quantum of conversion required

Mind in the Message

• What : synchronize Mass Media & New Media investments– Spend: skew on mass media

– Reach: Effective use of TV and Radio as they are visual and allow for integrations. 30sec TVC is very scalable. Outdoor/OOH depends on market importance

– Impact: print used for opening night impact

– Buzz: activations on ground

Mind in the Message

• How much: depends on my targets of Reach and GRPs, depends on the ‘markets’ I want to own

• Media choices: availability and adoptability of the medium

Recession Planning

• Economic & financial crisis that is leading to recessionary environments in world economies. Times of upheaval.– “Lets see where the economy is heading and how

are customers responding”

– Cutting/pulling back on communication investments

– protect the bottom line

Managing Media

– Accountability• Past learning on marketing, communication, media choices,

initiatives, spends etc resulted in better ROI- arrive at ‘best’ choices

• Focus on retention : product hook, reasons to broadcast

– Need to Communicate to maintain/grow market share

– Better business understanding• Short term ‘sales promotions’ vs. long term loyalty

• Unique Content formats: fiction and non-fiction

– Keep the Brand contemporary

Managing Media

– Using PR very effectively: reassuring image– Create a Channel Ambassador/a Recommender

– Attempt to create new story pegs (JIKMWRKM @ Phaltan)

Managing Media

– Collaborate with a Partner (News Channel & Print Channel)

– New forms of storytelling

– Integration into formats that viewers like watching

Managing Media

– Create a Community of Loyalists on-ground– Recognize & celebrate being a woman : Awards

– Listen to viewers: views/creative ideas: feedback

– Place customized DVDs at multiplex ticket counters

Managing Media

– Maximize the Power of my own Channel– Experiment with the format of promos on air

– In-show Placements

– Build the protagonists as strong Ambassadors

– Tag internal emails with a show-based signature

– IVR messaging

Managing Media

– Mobile Marketing– Videos on Vodafone Live and Reliance World

– ad banners on sms messages

– sms campaigns

Managing Media

– Web Marketing– Microsites– Blogs: affinity for programs– Place content on Nautanki.tv– Create communities on social networking sites like Facebook, BigAdda,

Orkut etc– Message boards on mother site– Videos on YouTube– Send out virals– Emailers to the media planning community– Aggregate content on NRI sites and high traffic sites movie sites like

BigFlix, Bollywood Hollywood etc

Win despite all odds

“ We hope to get more viewers, spending more time, across weekdays and weekends, across day parts…

leading to better promo conversion and higher GRPs and stickiness”