Issue 93, 13/05/08

In this Issue

In Other News

P3's Top 10's are valuable resources for your entire marketing team. Download a complete set from the P3 website here.

Pass it on

Know anyone who might be interested in our newsletter? Click here to forward this newsletter.

Good media buying is no longer enough. For many large clients it is now a table stake. With media fragmentation and tremendous growth in the options available, the capacity to get things wrong in the planning area has increased enormously. The wrong environment will never be the right price.

So in this edition of P3 e-news, Stephen Wright looks at the Top 10 ways to get the best media strategy and highlights P3Media's latest media strategy assessment tool.

Top 10 tips for the best media strategy

1. Regularly review your media processes. In a more complex and rapidly changing media marketplace, smarter media solutions require a sound briefing process that engages well with all other elements of the marketing mix.

2. Give your media agency enough time. Innovative, customised solutions will always take longer than the predictable.

3. Involve your media agency early in the strategy development. The best ideas invariably flow from upstream marketing involvement and ready access to creative development.

4. Establish the category norms at briefing stage. Identifying and highlighting the predictable establishes upfront what is considered insufficient as a response.

5. Be open-minded and prepared to listen to new ideas. When hearing alternative ideas focus on what is potentially right about them rather than potential flaws. Don’t sweat the small stuff, think big picture first and consider the detail later.

For the final 5 tips, email P3 and order a set of the new Media Top 10 for your department, or download the pdf here.

Media strategy assessment

The P3Media Strategy and Planning Assessment  is designed to provide marketers, from brand managers to marketing directors, with an on-going valuable insight and measure into the efficacy and quality of their media strategy. Ideally, it is most immediately useful to those who are engaged in approving media strategies and plans from their agencies and suppliers.

The P3Media Strategy and Planning Assessment is designed to provide:
1. A transparent mechanism to measure planning performance that is versatile to accommodate individual needs and vagaries.
2. Numeric scores for each campaign that can be collated and tracked across time to determine overall performance versus targets.
3. Recognition of the constraints of the framework within which the media agency is required to operate and analyse the effect on performance achieved.
4. An ongoing system of performance measurement that allows planning performance to be refined and improved.

If you'd like to discuss getting more insight into your current media strategy, contact Stephen Wright of P3Media via email or call P3Sydney on 02 8399 0922.

Demystifying digital terminology

If you're like most marketers, you may be using digital channels as part of your marketing communication. And if you did not make it to our recent Demystifying Digital Workshops, you may be a little confused about the new opportunities this exciting medium presents. So here's a heads up on some terminology you may need to get your head around, FAST.

Impression: a measure of how many times an advertisement is displayed.
Third Party Adserving: an independent third party service used for serving, tracking, and analysing online campaigns.
RON / ROS: RON - when a campaign or advertisement is delivered across multiple sites within a network without specific targeting. ROS - when a campaign or advertising is delivered across an entire site without targeting specific sections or categories.
Performance Media Buy: a buying methodology used to purchase media based on campaign performance - commonly a user 'click' or specific 'action' across a website.

So if you want to know more and demystify the digital space, then email  Russell Easther or call P3 in Melbourne 03 9682 6800 or Sydney 02 8399 0922.

Get the best from marketing partners

Darren Woolley with be speaking in Hong Kong at the American Chamber of Commerce event 'Getting the best from your Marketing Partners' on June 5th.

Get insights into professional secrets for selecting and managing an advertising agency. How do the world's leading marketers get the best work for the right fee from their agencies, no matter what the budget?

The panelists represent more than 40 of Hong Kong's top marketing firms, and include:
• Marie Yuen, Peninsula Hotels
• Darren Woolley, P3
• Clara Wong, HK4A's
• David Croasdale, Chairman Council of PR Firms, HK

For more information, click here.