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Take Control of your multicultural Marketing Campaign

Take Control of your multicultural Marketing Campaign. Agenda. Your situation Introducing RES Questions. Are you in control?. Marco Bellucci. “RES”. Three simple steps to help you gain control of your campaign: R ight Audience E valuate Schedule S et Objectives. Right Audience.

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Take Control of your multicultural Marketing Campaign

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  1. Take Controlof your multicultural Marketing Campaign

  2. Agenda • Your situation • Introducing RES • Questions

  3. Are you in control? Marco Bellucci

  4. “RES” Three simple steps to help you gain control of your campaign: • Right Audience • Evaluate Schedule • Set Objectives

  5. Right Audience Sergio Recabarren

  6. Right Audience Resources to help select therightaudience: • ABS: size, age, sex, location, language proficiency • DIAC: migration flow, including students (Indian students +20% in 2007) • Use maps if you prefer them to numbers

  7. Community Profile Low English Proficiency High English Proficiency Younger Older Source: ABS Census 2006, Sydney

  8. Evaluate Media Irena Souiki

  9. Evaluate Media Resources to help evaluatemedia: • ATO (2008), SBS (2007), Dept of Environment, Climate Change and Water (2004), plus others • Case studies

  10. In Language Print Cultural Partners/Newspoll 2008, weekly Reach in Sydney, People 18+

  11. In Language Radio Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

  12. In Language TV Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

  13. In Language Online Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

  14. Press Reach: Mandarin Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

  15. 53% Total Vietnamese Radio Radio Reach: Vietnamese 53% 51% Top 1: SBS Top 2 Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

  16. Set Objectives McKay Savage

  17. Set Objectives Set measurable objectives upfront: • Online • Coupons: Harvey Norman • Competitions • Source tracking: phone, in-store • Tracking awareness and intention: Ford, Homereach

  18. Ford Focus Campaign: In language ads delivered high impact % who could recall ad when prompted with an unbranded description Unbranded recall of in language ads very high • Cantonese, Mandarin, Vietnamese research • In total 31% recall seeing or hearing an element of the Ford Focus in language campaign • Recall was highest for the radio ad at 18% • Amongst SBS Radio listeners, 50% recalled the ad Source: Ford Focus Campaign Research December 2007, McNair Ingenuity

  19. RES: 3 simple steps Right Audience Evaluate Schedule Set Objectives McKay Savage

  20. Contact Thang Ngo National Manager, SBS In Language (02) 9430 2805 thang.ngo@sbs.com.au facebook.com/thangngo twitter.com/thangngo thangblog.com

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