Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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How To Evaluate Ad Networks?

Posted in Digital Media Planning & Strategy

I think the concept of Long Tail has taken off rather well. Every month I happen to meet at least one new Ad Network.  Every time I have only one question for every ad network: What makes you different from existing ad networks.  Every time I get the same answer: We have more no of sites than the competition, better quality of sites, we can do Retargeting, Behavioural Targeting (which probably every ad network can do) etc. But the sad part is they don’t have the data to substantiate this claim. I have been asked many a times as to how to evaluate ad network. With my experience, I have tried to answer this question.
But before we answer the question, let’s understand how ad networks work on various Online Buying Models.
Ad Networks, by definition, are aggregator of thousands of sites which otherwise are very difficult to get hold of. They put sites according to their content. So, a site with financial and business content will be put under Business & Finance genre and so on. They are important from a digital media planning perspective. Ad networks help us reach out to these sites at much cheaper cost. Usually, ad networks are used for performance (ROI) reasons.
CPM Model:  Advertisers have the option of doing Impression buy on ad networks.  
Evaluation Point: Generally used when Premium Sites (let’s say CNBC, Wall Street Journal etc) are to be taken at rather cheaper cost. These sites are otherwise very expensive. Make sure the sites you are selecting under any genre are not available with any other ad network.  Never use two ad networks with same genres. Possibility is that you are wasting your money because chances of duplication are very high. Sites tend to sell ad space to different networks (depending on no of ad spots available on the page) on the same page. Bottom-line is: FOCUSED SITES @ MINIMUM COST.
Here is the one example of what can happen if you do CPM buy. Two banners on the same page.

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Product, placement, promotion, and price are four elements of the marketing mix crucial to determining a brand’s unique selling proposition.

Learning Objective[ edit ]

Show the characteristics of each of the four elements, or “Four Ps” that make up the “marketing mix.

Key Points[ edit ]

The term “product” is defined as anything, either tangible or intangible (such as a service), offered by the firm; a solution to the needs and wants of the consumer; profitable or potentially profitable; and as meeting the requirements of the various governing offices or society.
Placement, or product distribution, is the process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

The three basic objectives of promotion are to 1) present information to consumers and others, 2) to increase demand, and 3) to differentiate a branded product or service – through advertising, public relations, personal selling, direct marketing, and sales promotion.

The price is the amount a customer pays for the product. A well chosen price should (a) ensure survival (b) increase profit (c) generate sales (d) gain market share, and (e) establish an appropriate image.
Value is what a customer receives from a product.

Terms[ edit ]

Placement

The process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

product

Anything, either tangible or intangible, offered by the firm as a solution to the needs and wants of the consumer; something that is profitable or potentially profitable; goods or a service that meets the requirements of the various governing offices or society.

price

The cost required to gain possession of something.

Example[ edit ]

Examples of fully integrated, long-term, large-scale promotions are My Coke Rewards and Pepsi Stuff. These promotions present information to consumers, increase demand by rewarding purchases, and differentiate the product.

Source: Boundless. “Product, Placement, Promotion, and Price.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/product-placement-promotion-and-price-108-4454/

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Understanding Buyer Behavior Will Jumpstart the Exchange Process

When we use the term “buyer”, we are referring to an individual, group, or organization that engages in market exchange. In fact, there are differences in the characteristics of these three entities and how they behave in an exchange. Therefore, individuals and groups are traditionally placed in the consumer category, while organizations are placed in the second category.

When potential buyers are not satisfied, the exchange falters and the goals of the marketer cannot be met. As long as buyers have free choice and competitive offerings from which to choose, they are ultimately in control of the marketplace.

The potential buyers, in commercial situations, “vote” (with their dollars) for the market offering that they feel best meets their needs. An understanding of how they arrive at a decision allows the marketer to build an offering that will attract buyers. Two of the key questions that a marketer needs to answer relative to buyer behavior are:

How do potential buyers go about making purchase decisions?
What factors influence their decision process and in what way?

The answers to these two questions form the basis for target market selection, and, ultimately, the design of a market offering.

Purchase Decisions

In order to better understand the marketing exchange, it is important for marketers to grasp how consumers go about making purchase decisions. In general, the consumer decision process includes the following steps:

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase
5. Post-purchase behavior

As the consumer moves through these various phases, internal and external conditions are influencing the consumer’s actions throughout the purchasing process. Internal influences include beliefs, feelings, demographics, lifestyle, motivation, and personality. Psychological factors include an individual’s perception, attitude and belief, while personal factors include income level, personality, age, occupation and lifestyle. For example, a consumer may enter the purchase decision stage for a particular product, but decide to buy a different brand after receiving negative feedback from a trusted friend.

Marketing also plays a role in how consumers perceive brand messaging through lenses such as culture, lifestyle and personality. For instance, brands can ensure that content and other messaging align with the individual consumer’s personality profile and motives.

Marketers use a variety of promotional tools to “nudge” consumers who intend to buy but decide to purchase at a later time due to internal or external factors (e.g., loss of job, retail store closing, etc.). To successfully guide consumers through the buying process, marketers attempt to make products and services more appealing by offering credit or payment terms, sales promotions, rebates, and other premiums to convince consumers to buy now rather than later. Complimentary perks and services such as add-on features and lifetime warranties are other tactics used by brands to sell product and service benefits to consumers.

Source: Boundless. “The Marketing Exchange.” Boundless Marketing. Boundless, 02 Jun. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/the-marketing-exchange-110-6867/

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But what does the term actually mean in a world that is experiencing media convergence at a rate of knots and with many brands struggling to execute truly integrated campaigns, based upon a singular, insightful, organising thought?

We’ve found ourselves in a world cluttered with meaningless content. Tactical experiential activity that lacks any strategic consideration and endless social media campaigns that are still finding their way, picking up the occasional ‘like’ or ‘re-tweet’.

Where is the commercial return and what is this contributing towards the equity of the brands they represent?

As advocates of multi-channel marketing, we must get back to the basic values of understanding data (which is critical in the ideation process), insight, timeliness, relevance and creativity to ensure any activation activity is effective and memorable.
It can be done.

It’s also essential to understand the importance of a seamless, joined-up approach to activation; rather than a series of disconnected, tactical executions. Either one agency needs to manage all elements of activation or agencies need to work collaboratively and stop protecting their ownership of the client for the benefit of the wider brand activity. The answer ultimately lies in the ambition of the brand combined with the insight, expertise and planning unearthed by agencies from a strategic, data and creative point of view. Only these components coupled with collaboration will deliver engaging activity that captures consumers’ hearts and minds.

Brand Activation rallies around activity that brings brands to life and encourages positive participation – physically or digitally. Regardless of how we deploy this activity, let’s get the basics right. This will in turn deliver tangible and mutually beneficial value to clients, brands and customers alike.

Russell Perry is a managing partner at MWorks, McCann London

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Fashion Shows

Fashion Shows

Themed Events

Exhibition Stands

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APPROACH
Call it chemistry or magic, our team enjoys producing innovative work. We believe creativity is not a one-department function. It’s a way of life for all of us. The world does not need another generalist agency. It is specialization that has been the key to our success. Expertise of our people is the only valid reason why multinational brands, although aligned with their global advertising agencies, still prefer to work with us.

ADVERTISING
What differentiates good from great is the big idea. And big ideas don’t pop up like light bulbs in the minds of creative people. They require research, customer insight, strategic thinking and outstanding creative thinkers. For over a decade now, we have worked with the best of brands making their cash registers ring constantly. We are passionate about every single brand we handle big or small and this has resulted in creating outstanding communication solutions.

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