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Media Strategy

The Next Revolution

April 03, 2013 • Newton Media > Tom Noon

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A massive worldwide change is presenting a tremendous opportunity for business and nonprofit organizations to thrive as never before. This change will tear down global walls and open up amazing market penetrating options based on a worldwide platform available inexpensively to any organization!

Past Revolutions:

Scientific Revolution (16th-18th centuries) The scientific revolution was the emergence of modern science during the early modern period, when developments in mathematics, physics, astronomy, biology, medicine, and chemistry transformed views of society and nature.

Agricultural Revolution ( 15th- 18th centuries ) began moving people off the farm and combined land to amass larger production area so that excess produce could be produced and sold, created value for land based on productivity, helped fuel the Industrial Revolution.

Industrial Revolution (18th-20th centuries) included major changes in manufacturing, transportation, and technology driving new levels of productivity and growth. Capital became important to drive value creation.

Information Revolution (20th century – ongoing) – the growing economic, social and technological role of information – brought improved access, decision-making power, managerial techniques, and reduced time to reinvent.

The Effects of Free Enterprise on the Good of Man

From the dawn of time until the Industrial Revolution the average annual income per person in the world has hovered between $400 and $600. This has exploded to $5,200 in 1995 and over $7,000 today (all in today’s dollar terms).

Through the early 20th century reaching back into recorded time the average world-wide life expectancy has hovered around 30. Today it stands at 62!

The New Knowledge Revolution

Knowledge that is useable by anyone is about to explode as never before seen since the dawn of Mankind!

According to Wikipedia, the concept of the Knowledge Revolution was first described in 1980. The idea has been expounded upon by others over time to land on the current description as:

“The knowledge revolution is about a fundamental socioeconomic change from adding value by producing things which is, ultimately limited, to adding value by creating and using knowledge which can grow indefinitely.”

There is a new term in town- SaaS (Software as a Service). SaaS is the tip of the spear of the new Knowledge Revolution and it’s ready to produce even bigger results. SaaS is fueled by rapidly declining costs for bandwidth and servers.

Keep your eyes on SaaS and the “Cloud” and other online aspects that will transform how we get information, knowledge and media. Stay tuned in to how these new aspects of the Knowledge Revolution may present opportunities to your business or nonprofit organization.

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ADDRESSABLE TV – Could it FINALLY be here?

September 11, 2012 • Newton's Media Fix > Steve Warnecke

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It has been widely known for years that with the technological advances of the DVR set top box, one’s cable or satellite provider knows exactly what its subscribers are watching, documenting patterns of viewing habits of each household. Even TIVO publishes weekly “top TIVO’d moments,” which was very intriguing during the recent summer Olympic games. Well, finally, that detailed (and some would argue very personal) viewing information will soon be monetized by the ad community, and this could greatly affect how ad campaign dollars are spent in the near future.

According to a recent interview of Forrest analyst Michael Glantz last month, targeted TV ads are gaining speed thanks to efforts by media agencies like Starcom and GroupM, as well as Microsoft’s XBox. “Addressable TV” has been held out as a carrot for the TV ad buying market for many years, but now Glantz said he is optimistic about partnerships, such as the ones struck between Starcom and DirecTV, and between GroupM and Dish. These partnerships could really change the future of big budget ad campaigns, as Dish and DirecTV are moving forward with addressable advertising on their local cable spots. “Addressable” means that Dish and DirecTV can put a particular ad to a certain household solely based on the viewing habits in each individual home, meaning that particular ad could be entirely different than an ad seen by one’s immediate neighbor. Thus, based on the set top box data information collected, the technology now exists to clean, sort out, and segment the information for an advertiser.

And when “addressable advertising” is put into practice, traditional ad budgets — large TV media campaigns as agencies have known for 40 years — could actually become a thing of the past, where advertisers will now seek a more direct response focused campaign. Glantz said, “It remains to be seen, [but] advertisers may [rather] put their ad before 100 qualified households instead of a 100,000 and hope you find those right 100.” We will continue to watch and see how all this develops, and determine if any opportunities arise for our clients within the DRTV industry.

- Steve Warnecke joins Newton Media Associates, Inc. as Director of New Business Development. Steve has over 20 years of domestic and international experience in programming, sales and media management in the broadcast and cable industry. You can reach Steve at swarnecke@newtonmedia.com.

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Where’s the Best Place to Buy Media?

August 12, 2011 • Newton Media > Steve Newton

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Where is the Best Place to Buy Media?  It’s a question that I get a lot from various product marketers or faith based organizations desiring better understand how to gain wider exposure and effective response. It’s not always a simple or easy answer, put another way, it all depends!

One factor depends on your specific campaign goals and objectives.  Are you looking to achieve a positive ROI on your media investment? Is it a campaign designed to achieve Lead Generation or is a spot campaign created as a branding tool or awareness campaign with some type of back end development program attached to it? Goals and objectives will help determine a strategic media plan and help save budget. A media buy designed to be effective in both the testing phase and roll out of any campaign.

For targeting specific demographic profiles, we look at each network or media outlet accordingly to see if those target demos match up more effectively than do others.  Does the media outlet skew older or younger? More Women or Men? Does it truly fit our target demographics? To profile your best target demo you can use a geo-demographic solution to gain valuable insight into demo and psychographic characteristics which will allow for pinpoint targeting.

Another important factor is to consider where your target demo is most likely watch or listening to certain programs, dayparts or channels. If it’s a longform (30 min program) campaign, consider adjacencies to shows who might match your target demo that would be good candidates to consider.

Competitive analysis is also a good tool to factor into the decision.  When you find certain programs are airing and re-airing on a regular basis in the same programming on same networks, then consider buying around those programming areas or dayparts. If it’s working for the competitor, it may work for you.

Sometimes the question, “Where’s the best place to buy media?” can also mean “Where is the biggest bang for my buck?” Again, this all depends on predetermined ROI goals and campaign objectives. For example, an often overlooked area of opportunity when considering certain product categories for men is late night or even overnight buys.  They can be the most cost effective and best return areas to place the media. Rates are usually cheaper and inventory is more flexible.

The real answer to this question is “do your homework to find out.”  There is no one-size fits-all media outlet.  Each program and campaign has unique elements to it and in order to find your best media fit, it takes a lot of experience and research.

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Accelerate Your Expansion

August 12, 2011 • Newton Media > Tom Noon

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Need a sure fire, never fail way to get new customers/ clients/ donors in the door?

 

Regardless of what anyone promises you, there just isn’t one!

But, that doesn’t mean that you can’t use proven principles and methods to increase your top line.

The issue that plagues all of us especially in this arena is good intentions but bad execution.

Here I am a CFO talking about improving your top line results—what do I know about that? Sure I should know how to report results and read financial statements and even cut costs, but marketing and sales?

Well, besides starting my career as a manager for Big 8 CPA firm (now Big 4), and yes being the CFO of small and large companies, I have also started companies, been a President and run my own company.  Plus I pay attention to what works, so from my over 40 years in business, I have some observations to share.

  1. Getting new customers or donors does not happen by some mysterious process all on its own without anyone paying attention toit. It also does not happen just because you deserve it to happen, or want it to happen, or worry about it happening. It happens because of some specific and common practices and principles being applied based on a plan over time.
  • Clearly define and communicate a distinctive benefit that meets a felt need
  • Make the phone ring and convert the prospects to customers or donors using marketing and sales campaigns. In order to do that you need to…

i.      Create a plan

ii.      Execute that plan effectively and efficiently

iii.      Measure results of the execution of your plan

iv.      Continually monitor and optimize your plan and execution to drive toward the best results

  • Satisfy a felt need better than anyone else consistently
  • Ask your current satisfied customer or donors who they are willing to make a quality referral
  • You need to satisfy a felt need better than anyone else consistently (heard that before?J)
  • Develop a great communication system to hear what your customers or donors are saying
  • Pay attention to what your customers or donors are saying
  • Adapt and change based on what your customer or donors are saying
  • This process then feeds into your marketing and sales system
  • You need to get paid fairly for satisfying the great need to sustain the systems set up to satisfy the need

2. Keeping customers or donors satisfied and coming back over a long time does not happen by some mysterious process all on its own without anyone paying attention to it. It also does not happen just because you deserve it to happen, or want it to happen, or worry about it happening. It happens because of some specific and common practices and principles being applied based on a plan over time.

This all sounds pretty simple when put in these “Principle Based” terms, but the realities of life hitting us on a daily basis makes execution hard because we tend to be reactive in nature and let circumstances overwhelm us from using the above generative or strategic mindset.

So as a final “Principle” let me leave you with this….

God made us in HIS IMAGE to be transcendent. This simply means we don’t have to let circumstances rule our lives. If we take responsibility for results, with God’s help we can overcome the circumstances. We do not have to let them overcome us.

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Can You Smell the Mouse Clicks?

April 28, 2011 • Newton Media > Aubry Winfrey

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Many clients ask the importance of including web response data in media analysis, and some even wonder if including a URL on your DRTV campaign might cannibalize phone response.  According to a December 2009 Nielsen survey, 59% of people report using the internet and watching TV simultaneously.  59%!  This figure is significant to say the least, and is in-line with DRTV industry reports that the web response component of some campaigns are now reaching as high as 60%.  What does this mean for the DRTV advertisers and media ministries?  Wake up and smell the mouse clicks.  If the web response component is not being factored into your bottom-line media analysis, you are missing a big part of the picture.

The conundrum continues to be, what is the best method for tracking URL response to individual media airings?  Many advertisers have implemented unique URL’s in order to gain more control over attribution. The key drawbacks to that strategy are that it degrades brand awareness, and many times users just go directly to the main page anyway.  Today’s best practices utilize software that incorporates activity spike analysis to tie web response to specific airings.  In the past there was room for a cost-benefit analysis debate on instituting the resources necessary to glean this data, but it is clear that day has passed and it is now critical to include web response in your data analysis.

The most effective practice is to take a holistic approach to your media.  The media team, and the web/search engine marketing team should work closely together to maximize your efforts.  Any good media analyst will be ready and willing to discuss the best way for you to evaluate your URL response, so talk with your advisor about how this could impact your analytics.

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The Golden Age is Coming – Are You Ready?

November 16, 2010 • Newton Media > Steve Newton

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Targeting the Boomer Generation

I recently attended a national non-profit fundraising conference and one of the hot topics was about how to reach Boomers with new media.   Now, I realize marketers have an innate need to stay on the cutting edge of technology and trends, but this is one area in particular that I think we need to take a more common-sense approach towards.  Let’s look at the facts according to various industry sources:

1)  The Boomer Generation, defined as the 77.3 million Americans born in the 10-year period following World War II,  is the first generation in America to grow up with television.  It makes sense that television is the marketing channel they are most comfortable with.

2)  More Boomers went to college than previous generations, making them the demographic with the most buying power.

3)  27% of the US population are Boomers.

4)  Currently, 30% of boomers report using social networking sites, a statistic that will continue to increase.  This means new media strategies need to factor increasingly into your marketing plans. Today, though, the focus is still traditional media.

5)  This generation is highly motivated by peer influence.  They are more likely to buy/give when a product or company is referred by a friend.

6)  Generally, boomers are not multi-taskers.  They are less likely to be watching your message while going online to buy or donate at the same time, as younger generations do.  Their most likely method of response is still to call at the end of the message or to write a check.

7)  The 2008 – 2009 recession hit the boomer generation hard.  Millions were lost in retirement accounts and real estate portfolios.  That resulted in a sharp shift in boomer behavior, from a consumption-based reality focused on material things, to a home and security-centric state-of-mind.  Messages that stress security, financial stability and long-term planning will connect well with this audience.

The Boomer Generation has shown throughout their history to be a strong demographic; they have the power to propel the nation. Baby Boomers control over 80% of personal financial assets and more than 50% of discretionary spending power. They are responsible for more than half of all consumer spending, buy 77% of all prescription drugs, 61% of OTC medication and 80% of all leisure travel.  As they head toward the “Senior” category, they are poised to be the strongest donor group in US history.

What does all this mean to a DRTV marketer?  The successful campaign will be one that understands the needs and motivations of this key demographic and uses both a creative message and a strategic buying plan to reach them.

Steve Newton is the founder and CEO of Newton Media, a full service media planning and buying company headquartered in Virginia with offices in Dallas. Founded in 1995, Newton Media’s team of seasoned experts has become a leader in both Ministry and Direct Response TV and radio.

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It’s All About Radio

October 20, 2010 • Newton Media > Aimee James

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We often are asked about radio in the current advertising market.  Is it still an effective medium?     Radio is still a valuable stand alone medium as well as an excellent addition to television, print and outdoor campaigns.   In fact, we find radio to often be more flexible and offer more creative options than the other primary mediums of TV, Outdoor and Web.

Advertising on radio gives the advertiser many options to relate to and communicate with their audience. Radio offers more format options: long form, one hour, half hour and quarter hour avails as well as short form, :30, :60 and :120 (2 minute). There are many other creative ways to advertise on radio some of which include station sponsorships and host endorsements which can be done on a local or national level. 

Radio offers variety

One of the key reasons radio is still an effective medium is its flexibility of options.  One of our clients effectively uses a ½ hour and a 1 hour live daily talk show to reach and connect with their audience.  This type of format supplies a direct interactive approach with the clients target audience by taking live on air calls and offering sound financial advice and an investment opportunity.   The program is fed to the stations live daily via satellite and the stations broadcast the program live in most cases.  For those stations that run a same day tape delay, the program still has the live appeal to listeners.  By offering the program in 2 different format lengths, we are able to fit the program to the best opportunity on a station.

Another client prefers to use a pre-produced ½ hour formatted program to bring health awareness to the listeners and sell health products, while others are running :60 spots to promote upcoming events or to sell products or services on a local and national basis.

We also have several ministry programs running weekdays and weekends across the country on some of the largest Christian stations using 15 minute and 1 hour formats.   

Radio continues to be a successful advertising medium.  Current economic conditions have driven pricing to very attractive levels and now is the time to find good inventory opportunities and at reduced rates in most cases.  Stations are eager for new business and some offer very creative strategies to help get a product or service launched.

With 11 years of service, Aimee James brings extensive sales experience and has forged great relationships with stations around the country. She excels at identifying opportunities for clients with a keen eye for successful TV and radio stations. Aimee knows how to generate results and get those avails at great rates.

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Social Media: ROI Potential or Simply PR?

September 22, 2010 • Newton Media > Steve Newton

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Thoughts from the DMA Nonprofit Conference

I just recently returned from the DMA Nonprofit Fundraising Conference in NYC, and this was a topic debated by a few at the top echelons of the non-profit world. The long and short answer to the question is…BOTH! Social networking continues to develop as a tool that helps nonprofits build brand awareness, mobilize volunteers and yes, help with fundraising.

Depending upon the target demographic, the effectiveness of Social Media channels are still being determined. For example: Are women age 60+ viewing banner ads and chatting on FB? Maybe, but not as much as 24-35 year-olds, though those numbers for older demos are increasing year to year.

It’s also interesting to note that many nonprofits using Social Media are driving potential donors via other media channels such as Television, Radio or Print at the same time, and incorporating multiple channels into a cohesive strategy.

Branding is a continual focus for any organization and the use of internet, web and social media outlets are becoming more effective tools to increase brand awareness and generate response. Mobile is going to be a more important part of the mix in the years to come, but one thing will not change, and that’s content. Content will always remain “King”.

One main discussion point was the need to “Test, test, and do more testing,” to find out the best ways to make Social Media work for you.  No one was particularly advocating using Facebook to promote your non-profit, as it’s more of a social or non-business outlet, but it certainly doesn’t hurt to be in front of potential thousands of new eyeballs with your brand image.

Other Social Media outlets include blogs, online newsletters, emails, Twitter, LinkedIn, etc. You never know how a potential new donor will “connect” with your organization and become a lifelong donor.

Some suggestions include having a “Donate Now” button on your homepage or running an online “Survey” to ask your constituents specific question about what they do and don’t like about your organization or ministry.

The key take away on this hot topic is – Get a professional and take the time to develop a plan that compliments your other marketing efforts.  It is easy to allocate a percentage of your marketing budget to develop a social media channel. Online strategies will become more and more important in the years to come. What you do with Social Media to build your organizations uniqueness and effectiveness through online channels will determine if in the end there is ROI or just PR.

Steve Newton is the founder and CEO of Newton Media, a full service media planning and buying company headquartered in Virginia with offices in Dallas. Founded in 1995, Newton Media’s team of seasoned experts has become a leader in both Ministry and Direct Response TV and radio.

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5 Keys to Succesful Media Management and Response

August 18, 2010 • Newton Media > Steve Newton

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What we’ve learned over the years.

When it comes to media strategy, one of the most important considerations is the execution of the media buy. Getting your TV or radio campaign placed in the best possible time slots on the right network or station is critical. Too many good programs die when they’re put in the wrong time periods.

In our 12-year history, Newton Media has had the privilege of working with a diverse group of clients.  Through this experience we have learned the most effective keys to success.

· Know Your Audience – Before you even think about a media plan you need to have a firm grasp on your core audience. The more details you understand, the stronger your media buys will be. Clients that tell me they are trying to reach “the whole world out there” will essentially spend wasted media dollars in markets or on media outlets that won’t be effective. Research shows that only certain demographics on specific media outlets (listeners or viewers) will be interested or attracted in your particular product or service. Knowing your audience is key #1.

· Timing is Everything – While no one knows exactly the right time to buy media, there are many tools available that will help you plan the best time to launch a new direct response spot or program. Factors are diverse and range from local area events to national holidays and historical response rates for a given time frame. This is one area where a savvy media partner is invaluable and will be able to help you avoid common timing mistakes.

· Look for Creative Media Options that Fit your Goals – 10 years ago television and radio response was much easier and less costly to come by. Today with scores of cable networks, video IPods, the Internet, satellite TV and radio, video email blasts and a host of other media buying options, reaching your target market is more difficult than ever before. Advertisers that are wise with their media funds should be using a multimedia approach to leverage their media dollars and to reach more people. While television and radio are still effective and efficient media tools to reach a target core audience…there are many other proven outlets that must be considered and added to the media mix.

· Added Value – Look for ways to create added value for your program. This includes a unique positioning of your message or product offer. Product up-sells or Free Offer premiums, Tie-ins, Cross Promotions, local events, PR campaigns and guest appearances can all bring added value to a program’s effectiveness and response.

· Seek the Best – Not all media buyers are created equal. Do your homework and evaluate the top players in the field. We recommend you develop a questionnaire that you can go through with each potential candidate to use as a yardstick that will allow you to compare your top contenders. Key topics for consideration include: Relevant Experience, Response Tracking Systems, Industry Reputation and Client Service and Client References.

Steve Newton is the founder and CEO of Newton Media, a full service media planning and buying company headquartered in Virginia with offices in Dallas. Founded in 1995, Newton Media’s team of seasoned experts has become a leader in both Ministry and Direct Response TV and radio.

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