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Case Studies FKM and the rewards of scenario planning
They wanted to shift the media mix to focus on national magazine and online, with out-of-home media in four key DMAs. While local market emphasis had never been a priority in the past, it was now important to cover these markets with local media support. FKM's experience with Compose taught them that TV was an important channel for their client, and they were concerned that moving away from this channel would result in loss of communication efficacy.
The following case study outlines how Kyle Allen – SVP, Media Director – and his team approached this challenge and delivered an optimal media mix to their clients using the Compose platform.
Challenge
The challenge for FKM was to show our client how to effectively optimise the media budget across multiple channels to gain the greatest communication impact. In addition, we needed to show them how to optimise the budget on both a national and local market basis and also demonstrate the tradeoffs relative to the value of TV in the media mix. To accomplish this task we used Pointlogic's Compose channel planning tool to examine a variety of different geographic allocations and media mix scenarios.
Our Approach
We developed a number of scenarios allocating the media budget to different national and local media channels. We evaluated seven different media channels: TV, online search, online display, magazine, newspaper, outdoor, and transit and airport advertising. In total we developed 118 different geographic and media mix combinations using Compose’s optimisation capabilities.
Results
The client was impressed that we were able to quickly show so many different media mix scenarios using the same budget and the resulting impact scores. Compose allowed us to compare the plan that the client wanted with a much more powerful option that represented a better use of their media budget. The final national media plan was a mix of TV, magazine and online display/search, while the local market plan used newspaper, outdoor, transit and airport advertising. FKM's media recommendation using Compose yielded a +238% lift in communication impact over the client's initial plan in national media, while our plan using local media in four markets had a +52% lift in the total impact over the client-directed media allocation.
About FKM
FKM has been a driving force in Texas advertising for 30 years – attracting clients and acclaim from coast to coast. They taught the world that Houston was 'The Real Texas', convinced a stuffed-shirt crowd to 'Be A Symphomaniac', launched 'The "A" Bank' to the top of the awareness surveys , reminded diners that only one steak house was truly 'Texas To The Bone', and got everybody to 'Think Green' – just some among literally hundreds of famous and effective campaigns.
FKM have helped a lot of brands enjoy a lot of success – and, in the process, have enjoyed their own success as well.
About Pointlogic
With eight offices on five continents Pointlogic have representation in Rotterdam, Amsterdam, London, New York, Sao Paulo, Frankfurt, Sydney and Singapore (www.pointlogic.com). We help some of the world’s most renowned advertising agencies, creative agencies and advertisers better align integrated marketing communications with consumer and expert behaviour. Our application, Compose, simulates the interactions between different goals and touchpoints of marketers and consumers. Compose allows end-users to better understand how the media, the message and the creative input align. Pointlogic’s tools are currently deployed worldwide by advertising and creative agencies, media owners, companies spanning multiple verticals and within government sectors.
Case Studies FKM and the rewards of scenario planning
FKM and the rewards of scenario planning
They wanted to shift the media mix to focus on national magazine and online, with out-of-home media in four key DMAs. While local market emphasis had never been a priority in the past, it was now important to cover these markets with local media support. FKM's experience with Compose taught them that TV was an important channel for their client, and they were concerned that moving away from this channel would result in loss of communication efficacy.
The following case study outlines how Kyle Allen – SVP, Media Director – and his team approached this challenge and delivered an optimal media mix to their clients using the Compose platform.
Challenge
The challenge for FKM was to show our client how to effectively optimise the media budget across multiple channels to gain the greatest communication impact. In addition, we needed to show them how to optimise the budget on both a national and local market basis and also demonstrate the tradeoffs relative to the value of TV in the media mix. To accomplish this task we used Pointlogic's Compose channel planning tool to examine a variety of different geographic allocations and media mix scenarios.
Our Approach
We developed a number of scenarios allocating the media budget to different national and local media channels. We evaluated seven different media channels: TV, online search, online display, magazine, newspaper, outdoor, and transit and airport advertising. In total we developed 118 different geographic and media mix combinations using Compose’s optimisation capabilities.
Results
The client was impressed that we were able to quickly show so many different media mix scenarios using the same budget and the resulting impact scores. Compose allowed us to compare the plan that the client wanted with a much more powerful option that represented a better use of their media budget. The final national media plan was a mix of TV, magazine and online display/search, while the local market plan used newspaper, outdoor, transit and airport advertising. FKM's media recommendation using Compose yielded a +238% lift in communication impact over the client's initial plan in national media, while our plan using local media in four markets had a +52% lift in the total impact over the client-directed media allocation.
About FKM
FKM has been a driving force in Texas advertising for 30 years – attracting clients and acclaim from coast to coast. They taught the world that Houston was 'The Real Texas', convinced a stuffed-shirt crowd to 'Be A Symphomaniac', launched 'The "A" Bank' to the top of the awareness surveys , reminded diners that only one steak house was truly 'Texas To The Bone', and got everybody to 'Think Green' – just some among literally hundreds of famous and effective campaigns.
FKM have helped a lot of brands enjoy a lot of success – and, in the process, have enjoyed their own success as well.
About Pointlogic
With eight offices on five continents Pointlogic have representation in Rotterdam, Amsterdam, London, New York, Sao Paulo, Frankfurt, Sydney and Singapore (www.pointlogic.com). We help some of the world’s most renowned advertising agencies, creative agencies and advertisers better align integrated marketing communications with consumer and expert behaviour. Our application, Compose, simulates the interactions between different goals and touchpoints of marketers and consumers. Compose allows end-users to better understand how the media, the message and the creative input align. Pointlogic’s tools are currently deployed worldwide by advertising and creative agencies, media owners, companies spanning multiple verticals and within government sectors.