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Take Control of your multicultural Marketing Campaign.

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Presentation on theme: "Take Control of your multicultural Marketing Campaign."— Presentation transcript:

1 Take Control of your multicultural Marketing Campaign

2 2 Agenda Your situation Introducing RES Questions

3 Are you in control? Marco Bellucci

4 4 Three simple steps to help you gain control of your campaign: Right Audience Evaluate Schedule Set Objectives “RES”

5 Sergio Recabarren Right Audience

6 6 Resources to help select the right audience: ABS: size, age, sex, location, language proficiency DIAC: migration flow, including students (Indian students +20% in 2007) Use maps if you prefer them to numbers Right Audience

7 High English Proficiency Older Low English Proficiency Younger Source: ABS Census 2006, Sydney Community Profile

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10 Irena Souiki Evaluate Media

11 11 Resources to help evaluate media: ATO (2008), SBS (2007), Dept of Environment, Climate Change and Water (2004), plus others Case studies Evaluate Media

12 Cultural Partners/Newspoll 2008, weekly Reach in Sydney, People 18+ In Language Print

13 In Language Radio Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

14 In Language TV Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

15 In Language Online Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

16 Press Reach: Mandarin Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

17 53% Top 2 53% Total Vietnamese Radio 51% Top 1: SBS Radio Reach: Vietnamese Cultural Partners/Newspoll 2007, weekly Reach in Sydney, People 18+

18 Set Objectives McKay Savage

19 19 Set measurable objectives upfront: Online Coupons: Harvey Norman Competitions Source tracking: phone, in-store Tracking awareness and intention: Ford, Homereach Set Objectives

20 Source: Ford Focus Campaign Research December 2007, McNair Ingenuity Ford Focus Campaign: In language ads delivered high impact Unbranded recall of in language ads very high Cantonese, Mandarin, Vietnamese research In total 31% recall seeing or hearing an element of the Ford Focus in language campaign Recall was highest for the radio ad at 18% Amongst SBS Radio listeners, 50% recalled the ad % who could recall ad when prompted with an unbranded description

21 Right Audience Evaluate Schedule Set Objectives RES: 3 simple steps McKay Savage

22 Contact Thang Ngo National Manager, SBS In Language (02) facebook.com/thangngo twitter.com/thangngo thangblog.com


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