Mr. Rob Molhoek, MP

 

Ladies and gentlemen.

 

Thank you for coming out to hear me speak.

 

I was quite surprised by the invitation citing me as a global guru and I hope I don’t let you down.

 

Talking about media strategy especially in a digital context is always challenging as me span a very complex eco system. These days everyone is a media expert as we have had some form of interaction with media, be that social or otherwise, and even backyard conversations seem to offer advise on facebook v/ s newspapers , twitter v/s Instagram , etc. Everyone can publish their views and be heard on a global scale, sometimes without cost.

 

 So I decided to share what I know works.

 

What has worked for our clients  and what has worked for us as a company.

 

 Over the last 10 years , we have seen the biggest explosion of assets that could be used to target a client.

 While earlier we had 4 dominant media , Print , TV, Radio and Outdoor , we now have at least 20.

 Within the vast array of digital channels we have options that exceed at least 50 in most combinations.

  It is impossible to be comprehensive . The idea is to get thought started.

 

I will state 8 rules that form the basis for campaigns that will ensure you succeed.

 

 All the terms I will use here are research based and can be tested.

 

Rule No. 1:

 Know thyself.

 

This is the oldest tenet of Philosophy .

 

The temple of Apollo at Delphi had this inscribed at its entrance,

Sun Tzu had this as his first principle of warfare and it is a term that has been borrowed by many disciplines including psychology. I now borrow it for media as the single most important part for your plan.

 

Who are you or who is  your brand, what do you stand for, what are you concerned about, why is it you are doing what you do , are you trusted.

Where do you rank in market share to competition.

 

Rule no 2:

 What do you want to achieve.

 

Knowing yourself lays the foundation for what you want to achieve with your media spend.

 

This needs to be quantified in actual numbers. How many customers do you need and in what time frame.

 

Business owners must not quantify this  as a media metric like clicks, fans etc .

 

 

Rule no. 3

 Write your story.

 

Modern media allows us to do what we could not do well in traditional media. It allows us to do this rapidly and at low cost.

 

To tell our story in long form content.

It then allows us to place our message within the environment of our target group.

 

This content forms the most important part of the strategy.

 

Content has two threads :

 

1 ) Long term strategic value : What do we want to be known as over the next ten years ? What is the legacy?

2 ) Tactical adaptation : A reactive component that can constantly adapt to situations.

 

To fulfil these first three rules we run a Trust Test : To measure trust we run a method borrowed from the field of HR. We acknowledge the work done by David Foggin , David Maister and Charles Green in this area.

Trust is the most important aspect for any brand and the culmination of all Positioning activity ( Al Ries and Jack Trout : Positioning and Marketing Warfare).

 

If you trust you will do.

 

The trust factor is comprised of  4 key attributes :

 

Credibility, Reliability and Intimacy and Trust. It is impacted negatively by the degree of self-orientation of a person or brand.

 

We run a test on these key elements and this forms the basis of “The Communication or Content” platform.

 

This results in 5 key messages that we can start testing through media to arrive at the most relevant message and content for the time.

 

We build the long term and near term content proposition , to be run in various media. 

 

A health check should be done every 18 months to confirm that we are true to the objective as stated in Rule 2.

 

Rule 4 :

Create a frictionless campaign is whatever media mix you choose.

 

Given the great overlap of media , there may be many equally ranked options .

 

Once we know rule 1-3  we create a bank of assets that can be used in the platforms choosen based on relevance and reach.

 

The media is then run with a limited spend to test if the target audience is responding to the content and brand pegs, in the way anticipated. 

These tests will help  arrive at the most relevant messages from the  short list of 5, that should be run at the time, within a particular platform.

 

Use a modern  programmatic platform to drive selection, reach and frequency.

 

Insist on reporting that you can understand and ensure you that have a trusted platform that is clear on KPI’s and fees. Using platforms actually owned by your supplier is key to avoiding unnecessary commissions and high cpms .

 

The media execution must be constantly  tracked by a learning tool to check success and measure deviation.

Both traditional media and digital media can be tracked and harmonised.

 

The cycle then restarts with modified messages where relevant,  in real time and done by machine learning.

 

Rule 5:  

 Create a great website where you can control all messaging .Point all media to this website.

 

Rule 6 : 

 Use a social listening tool that tracks all social channels : Facebook, Twitter, LinkedIn, Instagram, Google, You tube, Blogs, News and WeChat etc. 

 

These powerful tools give you command over what is happening to your brand and message ,scanning for key words and forming word clouds to arrive at tactically relevant insights.

This allows you to place content in real time or to address audiences directly through digital ( including social) channels. It creates a sentiment analysis that gives you the significant advantage of being  constantly relevant.

  

Rule 7 : 

 Don’t try to become famous . Stay true to your offer , be the best at it and communicate that to your users.

 

Ensure the product delivered on the promise.

 

Create a feedback mechanism on your website for open comment.

 

Rule 8  :

The most important ….The journey of a thousand miles ….. START.

 

Every dollar you spend without this process is wasted. You need to start. You need this so you can capture your own legacy, your own brand story, your own AI.

 

Modern technology has made these tools scalable and affordable.   

The tools replace traditional research and below the line expenditure and can make a measurable difference.

 

In SUM :

Know thyself.

What do you want to achieve.

Write your story.

Create a frictionless campaign is whatever media mix you choose.

Create a great website where you can control all messaging .Point all media to this website.

Don’t try to become famous . Stay true to your offer , be the best at it and communicate that to your users.

The most important ….The journey of a thousand miles ….. START.

 

 

Charlton.