Adaptation and Transformation - PowerPoint PPT Presentation

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Adaptation and Transformation

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  1. Adaptationand Transformation NTMC Conference March, 2013

  2. Today’s Agenda: Transformation • Consumers • Retail • Walmart • Agencies • Newspaper • Novus • Questions 2

  3. Consumers • Economy – belts are still tight • Showcase shopping phenomenon • Instant price comparisons • Virtual shopping “trips” • Media choices explode • Media consumption changes • Influences are global, yet personal (user reviews) • Reward programs proliferate • Sales tax avoidance 3

  4. Retail • Consolidation continues • Online only competition – P & L impact • Showcase shopping phenomenon • Instant price comparisons/price matching = lower margins • Investor scrutiny = SG&A focus • Customer data is rich • Marketing budgets flat to declining • ROI is King • Questioning traditional media mix • “Owned” media 4

  5. Walmart • Walmart has continued to consistently increase and over-perform their commitment to newspapers • They believe in newspapers and the results they can achieve • ROP is the exception • One of the few companies that are holding/increasing their spending with newspapers • Uneven ROI based on pricing differences between properties/page counts/products • Value pricing tiers • Programs not predictable on a publication level 5

  6. Agencies • Resources tight – shared service model growth • Consolidation • Specialists • Looking for competitive advantage • Limited client loyalty • Results driven • Few understand or want to deal with newspaper • Young planners look to replicate their own media consumption patterns 6

  7. Newspapers • Resources tight • Ownership changes = attitude changes • Consolidation • Printing / inserting • Delivery • Circulation declines • Digital • Non-paid products • Revenue challenged 7

  8. Target Marketing • Paid Newspaper • Zones • Minimums • Opt-In • Geography selection • Growth • Zones • Minimums • Total Market Coverage • Move to carrier delivery • USPS impact • Zones • Minimums • Fair share pricing 8

  9. Novus’ Top Ten • Strategic thinking with the consumer and the client in mind • Inclusion in all client interaction • Recognize need to be flexible • CPM pricing for ROP • Rewards for incremental business • Fair share pricing • Responsiveness and proactive communication • Advocacy • Agreements at the ownership level • Accountability 9

  10. Q&A

  11. Thank you.