Select communication channels based on audience data

When choosing communication channels, it is necessary to be guided by data on the media consumption of the target audience. Particular attention should be paid to channels with the highest rates of attention to advertising and conversion to purchase.

Media scope Brand Pulse 2024 data: personally whatsapp number list consumed canned vegetables and fruits in the last 6 months

We compare channels with goals and get the following advertising campaign scheme:

According to Brand Pulse, VK ontakte is the optimal platform for communicating with our audience: 70% of consumers actively use this social network at least once a week.

As part of the media mix, we use an integrated approach:

• OLV (Online Video) provides high-quality audience reach;
• Banner advertising increases contact frequency;
• Targeting users of e-commerce platforms allows for targeted interaction with buyers of the category.

This strategy allows you to effectively solve two key tasks even with a limited budget: increasing brand awareness and increasing penetration.

Step 4: Plan your campaign timeline

To optimize the budget and develop a media plan, it is necessary to take into account the seasonality of product consumption. We conducted a detailed analysis of sales and consumer demand for each product item of the brand.

Wordstat data

The analysis showed a pronounced who has money within this industry? seasonality in the category, which makes it possible to abandon year-round intensive advertising activity in favor of a flight placement model.

 

Within each flight, two types of communication are provided:

• basic food, taking into account seasonal consumption patterns;
• situational, aimed at the audience of those fasting.

The detailed timeline of the advertising campaign looks like this:

Step 5: Thinking through tactics for working in channels

OOH (outdoor advertising)

The main goal is to stimulate purchases by placing ads in close proximity to the decision point. This approach increases china business directory conversion and ensures efficient use of the budget.

Optimal time for posting:

• weekdays: afternoon – communication with the audience on the way home;
• Weekends: 24 hours a day – reaching shoppers during weekly shopping and family events.

Criteria for selecting advertising surfaces:

• priority to billboards in central and busy areas for maximum coverage;
• elimination of ineffective locations (industrial zones, country roads);
• focus on placement near the brand’s points of sale.

Digital Media (OLV and banners)

1. OLV (online video):

• broadcasting the main advertising message;
• focus on the 25-34 year old audience with low TV viewing.

In parallel with OLV, we connect banner advertising aimed at targeted interaction with specific segments of the target audience.

1. Banner advertising:

• targeted messages for individual target audience segments;
• retargeting the audience that has been exposed to video advertising;
• increasing the frequency of contact and deepening communication.

If OOH allows you to reach a larger number of consumers at a high frequency of contact, then digital improves the quality of this contact.

Digital OOH banners have built-in Wi-Fi routers that collect MAC addresses of phones of people passing or driving by in the visibility zone of the advertising message. We also do retargeting for this audience in Digital Media.

In formats, we focus on InStream.

 

Rationale for choosing this format:

• the duration of advertising contact directly affects Select communication channels brand metrics and business indicators;
• InStream ensures maximum quality of contact due to high audience attention.

To increase efficiency, we exclude morning impressions when the audience’s attention is minimal. This approach allows us to reduce the budget by 7% without losing the quality of contact.

Selecting platforms

Criteria for selecting media platforms:

• variety of targeting and advertising formats;
• the ability to download user data;
• access to the platform’s own audience analytics based on purchases.

BTL

To close the sales funnel, we use tastings at points of sale, Select communication channels which allows us to:

• convert interested users into actual buyers;
• create high-quality first contact with a new audience.

Creative mechanics options:

• integration with social networks through competitions;
• non-standard POSM design;
• unique design of promoter uniforms;
• distribution of branded merchandise;
• distribution of recipes using products.

Step 6: Evaluate the result

We go beyond the standard reach and impressions assessments Select communication channels typical for offline brands. We focus on measurable business results, even if the data is not completely accurate.

Projected campaign metrics:

• coverage: 90% of the target audience and 70% at a frequency of 5+;
• 20% will consider the brand for purchase;
• 15% will look for a product in a store;
• 8% will make a purchase.