BrainTrust Query: How to Build Relevance Into Your Media Plans
Through a special
arrangement, presented here for discussion is an excerpt from a current article
from the Joel Rubinson on Marketing Research blog.
Relevance marketing is about
finding a person who is in a need state for a given offer and delivering messages
(push) or making your brand easily available (pull) at exactly the right moment.
The difference between relevance marketing and traditional approaches is that
you would prefer to deliver more messages to the same person at a moment of
relevance than to deliver broader reach to people who occasionally need your
type of offer but not at that time.
So, if you were creating a media strategy
based on relevance rather than reach, how would you redirect your priorities?
Focus messaging on what makes your brand relevant to people. Are they
planning a healthy dinner for tonight? Looking to power up before work? Looking
to be sexually attractive tonight? Create messages that help people achieve
their goals, not a hard sell for your product.
Owned media. You would make visiting your brand’s website a habit.
Give them a repeated reason to come there based on relevance to their lives.
Kraftrecipes.com is an example.
Presence in topic-based forums and communities. Some of these third-party
places on the web take advertising, but certainly, your brand can participate
in these discussions as long as you don’t trick anyone (like having an
employee not disclose who they work for).
Search marketing. People search for things when they are relevant to
them. You probably could be more creative at thinking about what terms people
are using to search in order to fulfill a need or desire that your offer addresses.
Display advertising based on relevance. When someone shares an article
or even just reads articles on a given topic, they are declaring that this
topic is relevant to them. Certain companies like ShareThis (disclosure, they
are a consulting client of mine) offer the ability to reach an audience to
whom your offer is relevant, at scale. Behavioral targeting methods based on
shopping or abandoned carts can also trigger relevance-based display advertising
Shopper marketing. Catalina produces coupons and brand messages at
checkout based on your shopping patterns. They can model the relevance of certain
types of products to a shopper’s life and deliver coupons at the right time.
Thematic shopper marketing ideas can also be created to make a product stand
out to a shopper’s given their goals for that trip.
Sharing. Friends share what they think is relevant to other friends.
Make your brand messages highly sharable to encourage this social media mechanism.
Location aware offers. As mobile becomes a reality, it offers a new
way of delivering a highly relevant message. Especially for retail establishments,
relevance is in large part based on geographic proximity.
Discussion Questions: What media are the best drivers for relevance marketing? What will likely be the best new media tools driving relevance in the future?