Transcript Starcom Worldwide - Indiana University Bloomington

Media at the Millennium:
the Next “BIG THING”
A presentation for
Indiana University
September 2000
Purpose
 To
discuss trends in the Media Industry
today
 And
why “Getting the Medium Right” is
becoming the primary focus of the
marketing world
What is a Medium?
What is a Medium?
“An intervening agency, means, or
instrument by which something is
conveyed or accomplished”
Webster’s
The
Media
Industry
How many possible media forms
can you name?
Media selection is the business of
making choices
The number of choices is growing
exponentially each year
National TV
Cable TV Network TV Syndication PBS Unwired Pay TV
Sat. AM Kids, Early Morning, Affiliate, Sponsorships, Early Fringe,
VHF, Late Night, UHF, Sports, Daytime, Infomercials,
Independent, Prime Access, Direct TV, Primetime, Evening News, Specials
Price is Right, Dawson’s Creek, 7th Heaven, Ally McBeal, Law & Order, Friends,
All My Children, Today, West Wing, Dan Rather, Cosby, Wasteland, As World Turns,
Hercules, Good Morning America, Seinfeld, 60 Minutes, Later Today, Regis Philbin, Oprah,
Cheers, Frasier, Xena, Dateline, WWF Smackdown, Roseanne, Cops, Chicago Hope, JAG,
Voyager, Shockwave Cinema, ER, 20/20, Felicity, NFL, Pretender, NYPD Blue, Jeopardy,
Tonight Show, Wheel of Fortune, Sports night, Roswell, Letterman, 3rd Rock, Charmed,
Saved by the Bell, Doug, Cold Feet, Party of Five, WW of Disney
Magazine
Women’s service, General Interest, Entertainment, Home,
Fashion, Beauty, Garden, Epicurean, Finance, News,
Do-it-Yourself, Technology, Music, Computers, Travel, Science,
etc., etc., et.,
USNews, Newsweek, Time, Emerge, New Yorker, Parade, USA Today,
Business Week, Mac Leans, Jet, Washington Post, LA Times Magazine,
New York Times Magazine, etc.,
Time Digital, Time Women Select, Time Top Management, Time Business, Time Top Zips,
Time Gold, Time Families, etc., etc., …
600 different configurations of Time each week!
Growth in Number of Choices has
been driven by;
 1.
Technology
 2. Better Data/Research
 3. Creativity of the Media Community
Technology
1. More Media Choices coming into the
home
2 More/Better ways for consumers to
manage the choices
3. A means for consumers to “talk back” to
the media
Better Data/Research
1. Larger/ more complete customer
databases
2. Better ‘classification’ systems ( i.e.
Geo-demography)
3.More sophisticated modeling
Creativity of the Media Community
1. New place-based alternatives
2. Integrated multi-media promotions
3. “Under-the-radar” ideas
Of course all of these choices are
driven by:
What are the Implications for
Marketing Professionals ?
To succeed marketing
professionals need to change their
focus
Old focus:
“Get the message right”
New focus:
“Get the medium right”
The Medium is becoming as or
more important than the Message
“Getting the medium right”
 Often
requires rethinking some of the
core elements the Marketing Plan
Targeting
Distribution

Promotion
Targeting
 New
media choices allow for new ways
to target
 can
segment consumers on the basis of
their media preferences and habits
 ie
“Movie Enthusiasts” for Max Factor
 or
on the basis of where they live and what
their entertainment habits are
 Ie Altoids
Targeting
 We
no longer have to settle for “onesize-fits-all”
 each
media choice can carry it’s own
unique message
 i.e.
Hallmark Cards Backcover Campaign
 and
the medium chosen can convey a
message by itself
 i.e.
Kellogg’s lifestage targeting
Targeting
 Marketer’s
need to find the right
balance between broadly and narrowly
focused media
 and
THEN concern themselves with getting
the message right in each medium
Distribution
 Media
choice is also influencing how
marketers distribute their products
 opening
the door to distribute products in
new and more efficient/effective ways
Distribution
 Media
“Versioning” is allowing
companies to vary product mixes from
market to market across the country
 without
losing the economies of scale of
national advertisers
 i.e.
McDonald’s
Distribution
 Web-based
marketing is causing many
companies to “disrupt the food chain”
 traditional
distribution schemes are being
replaced by more efficient and effective
schemes
 all
spurred by the Internet medium
Promotion
 Media
has become an integral part of
the promotion plan
 as
media buys often become the basis for
promotion activity
Promotion
 Increasingly
promotions and events are
built around deals with multi-media
conglomerates
 i.e.
a deal with TIME-WARNER could
involve a Warner Bros. Movie, an Atlantic
Records CD, a special on TBS,an insert in
People, an HBO Video release, and use of
Road Runner on-line
Promotions
 And
increasingly the media become the
source of promotional ideas
 Miller
Blind Date
 SNL’s 25 Most Intriguing Moments
 Max Factor’s “Titanic Video” Promotion
Media is becoming a key
component of Marketing Strategy
Media is becoming a key
component of Marketing Strategy
 Affecting;
TARGETING
DISTRIBUTION
PROMOTION
“Getting the message right”
 Marketer’s
need to develop a better
understanding of the Media Industry
 and
of the economic pressures that drive it
“Getting the medium right”
 Expertise
is developed primarily in the
media departments of ad agencies and
in big independent media operations
Like
“STARCOM”
Starcom is One of North
America’s Leading Media
Services Companies!
You are all invited this evening to
hear more about Starcom and
careers in the Media Industry!!!
Thank You