7 things to do before you launch your first TV campaign in India — Part I
This three part blog post will start with media strategy, go on to best practices on media buying and finally focus on campaign management and measurement.
TV advertising is aspirational for most companies and especially tech start-ups. It’s often seen as a Giant Leap for the brand.
However, before you jump on the bandwagon, its imperative that you know your audiences and have a basic profile of how your average consumer would be in the real world. This means that you need to know the age, gender, demographics and location of majority of your customers. Once you have that, here’s what you need to do
- Study the media landscape —
- You might think you know what people watch in India. However, you are in for a BIG Surprise when you narrow down on your TG
- Understand how different media are converging
- This will help create the right mix of offline and online to help balance the reach and frequency of your campaign.
- Your media landscape study is complete when you can answer the following questions:
** Penetration of various media among your target audience
** Time spent on TV vs other mediums
** Tasks carried out while watching TV
** Relative TV genre shares for your audience segment
** Lean and busy months for TV advertisers
** Overlap of TV & other media where you can derive cost & reach benefits
Here’s a sample media landscape presentation
2. Use TGI Index to understand media consumption patterns of your customers. (If you can’t get access to it, ask your media agency and they will help you)
3. Conduct a Media Consumption Survey (You can use an online service like Survey Monkey or hire a professional)
4. Determine what role will the campaign play in your overall Marketing objectives:
- Build Awareness
- Build Brand Equity and Trust
- Generate High Quality Organic Traffic
- Capture a market with low digital penetration
5. Avoid the “I know everything syndrome”
- One of the pitfalls that most clients face is choosing channels based on what they or their friends watch. While this may be right in a few cases. In most, it’s one of the main reasons why campaigns fail.
6. Competitive Analysis:
- Have your competitor(s) been the first one on TV? Great! This is an opportunity to learn from their mistakes
- Use Third Party Data to find out: Which of your competitors have been on TV
- Tools like AMAP can also give you a broad idea on their spends
- Note the time periods for which they were on TV
- Superimpose this data to traffic data from Web Traffic monitoring sites like Comscore / Similarweb/ Google Trends
- Here’s what your table would look like —
As you can see, this table has absolute metrics and derived metrics. The derived metrics may vary based on your campaign objectives. In this case, they are jump in traffic and clearly Competitor B has been the smartest with it’s TV spends. This may not only be a result of good media buying & planning alone but that definitely would have helped
7. Media Math: This step is something no agency will ever tell you. This simple exercise could be the difference between a successful campaign & a disaster
Objective: To know how much exposure you need to meet your TV campaign objectives
Let’s build on the case above:
Objective: Increase Organic Traffic
Question: How much exposure / How many GRPs should I go after
Reference: Competitor GRP analysis
How to arrive at a number:
- Get an initial plan based on your agency’s recommendation
- Look for the Total GRPs that the plan delivers (Be sure to include Promo GRPS as well) -
- This will help you calculate AOTS (Avg. Opportunity to see)
- Now look up TAM / BARC (OR ask your agency) to get you the absolute number of people in your TG
- Assuming a normal creative needs just three exposures to generate an action(ref: Selected Works of Herbert Krugman) — Curiosity, recognition & decision. You can build a freq. chart to find out your most effective frequency
Once you are done with the above 7 steps, you are ready to meet the channels and start navigating the TV world to determine how your audiences will see you and what should be your visibility pattern. In my next post, I will cover the best practices on media buying and campaign planning. Some questions that will be answered will include:
- Should I meet the channel teams?
- Should I buy HD channels?
- Does Cricket deserve the price that it commands?
- Is any other sports worth the time and energy spent?
- Is it better to front load the campaign?
- And many more
If you liked what you read, please share and for a detailed resource guide on media buying (a bit dated though) see this presentation
See you soon…