low budget cross media investment

[Matteo]

as the first post on this section, I would like to share the following question:

how to handle cross media campaign with a low budget? (e.g. new product launch)

let's start!
thanks
Matteo

[Jan-Willem Doorenbos]

My friend Hans Germeraad has a company just for that . Give them a call.
http://thelaunchcompany.nl/

[Michel Eek]

well although mentioning companies who deliver these services is ok, I much rather have this discussion taken place here. So please guys let´s hear your thoughts on this topic.

[Neil Bridgland]

Talk to us!

Our cross media marketing service is not as expensive as you might think.

Neil

www.nichecom.co.uk

[Neil Bridgland]

Hee hee,

Okie dokie, i got my plug in...

In my view, talk to companies. Explain what you are after achieving, what budget you can afford. Any company worth dealing with will plan out a number of options and cost for you.

Never been afraid to ask!

Neil

[Harry Wilson]

It really depends on your product,target market and region, as I find many clients here in the UK are amazed at just how cheap it can be to advertise on UK Television.
Since the launch of digital Tv here in the UK the marketplace has allowed many smaller brands access to this medium.
Here again I am only mentioning Uk media which may not be the marketplace you are looking to launch in, as radio can also be a cost efficient medium if used correctly. There are many other opportunities available here in the UK, anything is possible.

[Robert Hurst]

In todays fast moving world think about clearing cross-media uasge rights to your content up-front even when the initial campaign is only going out on a single platform

It never ceases to amaze me how many producers waste time and/or money (or miss opportunities) by not thinking about potential multi-platform opportunities up front.

Clearing secondary exploitation usage rights with traditional suppliers can be both expensive and time consuming

Unlike traditional music companies who charge more money for secondary platform usages, my company, Audio Network, believes in making all of our music available to our customers pre-cleared for global use accross multiple platforms for no additional cost

[Kelly Gomez]

Focus, focus, focus. The best way to cut your costs in my opinion is to pinpoint your goals and pick them off one at a time. A blast of media out into the world will not produce what you intend it to unless you have already determined what the purpose is. It is also essential when working with a small budget to make sure the goals are realistic, and if you have a client who has on rose colored glasses; don't be afraid to help them get things back into perspective. Just do it tactfully, of course. :) Set a strategy for tracking and determine what an acceptable ROI will be. Be prepared to shift things around if there is something that just does not produce.

[Matteo]

first of all, I'd like to thank you all for your precious tips, I wanna give you another starting point: the company I work for is a medium company, well integrated and marketing oriented. Dental field (our core business is impression materials). My trouble is to find out the way (the cheapest one :-)) to demonstrate to my boss the "real ROI" for every single medium. I was forgetting one thing: we are selling out our products in more that 100 countries worldwide but, in my opinion, we have to focus on advertise our products in which countries we have a strong business return, than I have to look for the right and worthful communication mix in every country...it's a good challenge!

sum up:
1. how to find the right media mix in every country we decide to promote our produts? where do I have to search data to compare the return for every medium? does international sources/survays exist?

Bye

[Harry Wilson]

Hi,
Harry again, without being able to give you actual figures, we worked on a dental client here in the Uk and basically promoted his products in 'Hello' magazine, 'OK' and the 'Daily Mail'. His product was dental hygeine so not sure if it is the same as dental impressions. As mentioned unfortunately the data is confidential, although his ad budget increased from £100k-£300k over a three year period, which should tell you something.
All the best.

Matteo said:

first of all, I'd like to thank you all for your precious tips, I wanna give you another starting point: the company I work for is a medium company, well integrated and marketing oriented. Dental field (our core business is impression materials). My trouble is to find out the way (the cheapest one :-)) to demonstrate to my boss the "real ROI" for every single medium. I was forgetting one thing: we are selling out our products in more that 100 countries worldwide but, in my opinion, we have to focus on advertise our products in which countries we have a strong business return, than I have to look for the right and worthful communication mix in every country...it's a good challenge!

sum up:
1. how to find the right media mix in every country we decide to promote our produts? where do I have to search data to compare the return for every medium? does international sources/survays exist?

Bye

[Stefania Feletti]

Hi Matteo,

it would probably sound silly, but the first thing to do is to evaluate, whether possibile, media consumption of you target in those countries where your business is consistently growing and it will last within the next few years. Once done that, the rest easily come-up
Though it's possible to implement local media plan, I won't say it's cheap to find-out how, because each country has a different media landscape, media implications and overall media consumption and spends. In a communication platform each element plays an important role and to leave one of those out could give you a partial and not real sight.
A cross media platform means that at first you need to find the key medium where eventually invest the most of your budget and then spread it, according to the capability to reach the target, on other media.
In terms of ROI, the only one that I know is related to sales and adv investments, but if the company you work for base its business on Direct Marketing activities then there are other ways.

Cheers
Stefy


Harry Wilson said:

Hi,
Harry again, without being able to give you actual figures, we worked on a dental client here in the Uk and basically promoted his products in 'Hello' magazine, 'OK' and the 'Daily Mail'. His product was dental hygeine so not sure if it is the same as dental impressions. As mentioned unfortunately the data is confidential, although his ad budget increased from £100k-£300k over a three year period, which should tell you something.
All the best.

Matteo said:

first of all, I'd like to thank you all for your precious tips, I wanna give you another starting point: the company I work for is a medium company, well integrated and marketing oriented. Dental field (our core business is impression materials). My trouble is to find out the way (the cheapest one :-)) to demonstrate to my boss the "real ROI" for every single medium. I was forgetting one thing: we are selling out our products in more that 100 countries worldwide but, in my opinion, we have to focus on advertise our products in which countries we have a strong business return, than I have to look for the right and worthful communication mix in every country...it's a good challenge!

sum up:
1. how to find the right media mix in every country we decide to promote our produts? where do I have to search data to compare the return for every medium? does international sources/survays exist?

Bye

[Germain Scarabello]

Hi Matteo.

100 countries... wow.
I worked a few times on the Scandinavian market and the localisation costs in money and time were quite a problem, I can hardly imagine for a 100 countries!

But it sounds like you are doing B2Bm so it makes it "easier".
I believe that you have representatives of your brand in those countries so you can ask them to give you a hand to localise your communication needs. They will know their market and culture better than anyone.

To me, just to organise it all could take a couple of months. Watch it!

[ian mcgrady]

Billboard Magazine a month or so ago basically laid out a schedule for record releases.

Its a great article, but it starts by peppering the blogosphere first with contacts/reviews, then, timing that so that professional reviews come out later and can refer to those so their homework is easier. And of course, read Theory of Constraints to ensure that your product gets to market ontime.