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Agrimarketing : July August 2008
July/August 2008 ¦ AgriMarketing 31 THE PROCESS Pat Reese Associate Media Dir McCormick Company Kansas City, MO Reese and her group lead the plan- ning and purchasing of ag media for Pioneer Hi-Bred, DuPont Crop Protection, and Lilly Animal Health from McCormick Company’s Kansas City, MO, offices. As an overview of developing and implementing a successful media plan, she cites the following from the American Association of Advertis- ing Agencies (AAAA ): “Media plan- ning is a balance of art and science. It is a process of steps that involve learning, analysis and interpretations of data, development of strategy, cre- ative considerations, coordination and reporting.” The McCormick process starts with the client and agency team meet- ing at the end of each marketing year to analyze and determine what media worked and what didn’t, Reese reports. “As we look at the coming year,” she says, “the team determines the marketing objectives and strategies which will result in a preliminary cre- ative concept. Next, we determine the media objectives which will imple- ment those marketing strategies.” Those objectives include: • Target audience • Reach and frequency • Continuity • Timing • Specific geography, and • Creative strategy implications. The process then moves into the development of media strategies. She says it consists of series of broadly conceived decisions directly aimed at fulfilling specific media objectives which, in essence, answer how in broad terms the agency plans to meet the client’s objectives. “We then review the media objectives and strategies with the marketing team as well as current marketplace conditions,” she explains. “If we have full agreement, we move full steam ahead. If not, it’s back to the drawing board.” Once the media objectives and strategies receive final approval, McCormick issues a Request For Pro- posal (RFP) to the media, asking for tar- get audience, continuity, reach and fre- quency, timing, geography, creative, mediums to be considered and budget. Upon their receipt, the RFPs are reviewed and rated based on their abilities to meet the criteria which had been established. “We then develop the media tac- tics that will fill our objectives and strategies,” Reese says. “We deter- mine which mediums will be used, frequency, when and where.” A media flowchart is developed and the media plan is presented to the marketing team. It will be revised, if necessary, based on input from the team. “Next, we meet with the medias’ representatives,” she reports, “where we will discuss the plan and negoti- ate any final details. We present the final plan to the marketing team and, upon approval, release it to the medi- as’ representatives.” But, after about three weeks, she and her team may have to start all over again because marketing objec- tives have been amended. “The media plan,” she warns, “is one that is written in sand and is constantly changing due to the tides, the wind or other forces of Mother Nature…or Mother Advertising.” APPROACHES Laurie Christen Group Contact Strategist Colle+McVoy, Minneapolis, MN Christen oversees the marketing com- munications agency, Colle+McVoy’s media planning activities on behalf of its clients, including Agriliance, Case IH, New Holland, CHS, Croplan Genetics and Ft. Dodge/Wyeth Animal Health. She says, “The advertising/ marketing environment is under TOP FIVE WANTS by Kim Dawson, Head/Marketing Services, Syngenta Crop Protection 5. Anticipate Needs • Understand the business dynamics and players in the market. • Have a good overview of needs coming into the call. • Invest time in knowing the company and its brands. • Ask yourself — What would I do if I were in the client’s shoes? What would I need? 4. Research • Provide good research to support recommendations. • Provide good research to help us evaluate marketing activities. • Audience trends • Readex and readership studies • Media usage studies • Circulation Audits 3. Strong Unbiased Editorial • Present both sides of a story. • Establish good contacts with all parties to provide representative interview com- ments. • Don’t allow advertising $$ to influence or blur the lines between paid advertorials and good editorial product. • Good communications lines with editors/broadcasters — share editorial calendars, what they are hearing from growers, etc. 2. Honesty • Be honest and above board with all your customers. • Make it as black and white as you can. (i.e. We do this. We don’t do that.‚ • Avoid surprises and manage potential issues proactively — (eg. All print editorial focused on generics but all paid advertising was branded.) 1. Ethical • Abide by the ag editorial industry code of ethics. • Enforce the code across all advertisers. We look to you to uphold and enforced these standards. • Don’t gray the lines. (more on page 32)
CAMA 2008 Canada