We operationalize improved penetration in the marketplace by optimizing net unduplicated reach in all aspects of planning, buying, budget stewarding and audience stewarding.
The underlying support for this framework is measurement. Art Nielsen had the words of Lord Kelvin embossed on the cover of his early reports.
"If you can measure a thing, then you know something of it". We cannot see, hear touch or smell reach. The only way to observe its presence is by measuring its effect by looking at the relationship between the measurement and the thing.
The measurement is your business's unique transactions labeled as brand equity. The thing is the campaigns' expression of unique reach defined as Total Reach Value.
In developing media weight year to year, Total Reach Value need to be the same or higher to stay ahead of weekly customer churn and maintain repeat rates. This ensures that messaging impact, i.e., the combination of creative, memory structures, and featured items, does not have to make up for lower planned reach. You can buy more reach, which provides some security, but you can't guarantee greater impact.
Planning Services
Reach Value Planning™
A new way to plan media that quantifies cumulative net reach over time as a key performance indicator. This approach is applied across traditional media as well as digital, with comparable metrics.
NURF Analysis™
Net Unduplicated Reach Frequency Analysis of your current advertising program that identifies benchmarks for brand equity growth. How are your media and marketing decisions achieving new reach?
- Is there a framework designed around the idea that you start as you intend to go? Is consistency built in?
- How well are your media plans and buys using unique user measurement?
- How well are reach based law-like principles being applied?
- Is your targeting reaching potential buyers at key times including category entry points?
- Are you reaching hard to reach audiences?
- Does the media plan deliver reach across time delivering the benefits of continuity, i.e., reaching light media users, benefiting from fresh memory structures, and delivering the most net reach over time?
- Are plans micro-targeting campaigns eating away at reach budgets and is there an understanding of the difference between campaign ROI and company return?
- Are there transparent, independent, direct, robust measures of unique audiences in place in order to support media analysis and recommendations?
- Are the media spending levels by vendor in line with the media's ability to deliver net audience without excessive frequency or restrictive minimum spend requirements?
- If you rely on coupons, what do your coupon related costs look like relative to total budget including media space and redemption costs?
Parity+ Analysis™
Combined with Reach Value Planning™, this year over year reach analysis is an effective monitor to ensure stability in sales growth and brand equity.
Buying Services
Reach Value Buying™
A more deliberate approach to buying that optimizes for net reach by applying the law-like principles during the buying process and applies across traditional and digital media.
Gold Standard Media Practice
Our media Gold Standard extends beyond planning and buying into other functions including media evaluations/audits, added value negotiations, post buys, and invoice affidavit process. We go beyond industry standards. This service is built into the day-to-day work, like a system operating in the background.