Thursday, December 10, 2009

Quick Guide to PPM Marketing Success

After three conversations with Tim Bronsil and Rob Klemm at Point-To-Point Marketing, we asked for the questions most frequently asked by their clients. What we received is a quick read on how to make your marketing more effective in a PPM world.

“How Does Household Targeting Change With PPM?”

Compared to the Diary, the number of zip codes and resulting households that move the ratings needle is reduced with PPM. Because PPM is ongoing and people carry devices over long periods of time, the geographical area of influence is more consistent. In the diary world a household only had involvement for one week of the survey process. With PPM, they impact ratings for up to two years. Direct Marketing campaigns reach the targeted households often so that the compatible audience recognizes the benefits of listening.


“Who do you target with your marketing messages?”


Survey-Friendly listeners are “information seekers.” Focus on Survey-Friendly households and give them something with which they can spend time, satisfying their interest for information. Reinforce the reasons why your primary users listen to you, and grow recognition for those values for more listening occasions. Increase Average Daily Cume and you will improve the possibility for bigger Average Quarter Hours.

“Why choose direct marketing over boards?”

Direct Mail is something the information seeker can spend as much time viewing as they like. The prospect has time to absorb the message, and values and brands are made stronger. Outdoor advertising makes it difficult to communicate product details, competitive advantages, and specific consumer benefits. When there were diaries, billboards helped increase recall. With PPM, recall is not the critical path to success…it’s about increasing actual usage. Direct Mail gives people time to see reasons to use you more, billboards do not.


“Why use direct marketing over TV?”


PPM is an ongoing survey that requires feasible ongoing marketing. TV is too costly to realize such a goal. TV is a 30-second message that must cut through 38 units of “noise” per hour from advertisers with 30 times a station’s budget. Think of it this way…using television to reach households that influence the small number of meters in your market is like buying national TV to influence people in Jackson, Mississippi.

“What are your specific products/services that help a station?”

Every campaign is custom and tailored to the specific needs of our clients. The programs we use are often a mix of the following three campaigns:

  • Qualified Prospects®: By making calls to the targeted area, we find those homes most likely to participate in a survey about radio. We then compartmentalize these essential survey-friendly households to identify those compatible with each station in your cluster. Messages are ongoing for the Continuous PPM survey periods. We include PPM-friendly appointed listening techniques and set barriers against the competition. There is an ongoing benefit to “dating” the other station’s primary and secondary users. Therefore growing usage and greater recognition for your attractions.

  • TV Replacement®: Because PPM provides a focused target, we feasibly mail important households frequently. We reach cell-phone-only households in addition to others. There is less waste than with other methods of marketing because we go directly to where the devices are located.

  • Blitz®: We isolate only an audience at workplaces likely to be interested in listening to the station’s format. Therefore, there is less waste than with other telemarketing methods. The quick call may be pre-recorded with live assist, allowing big personalities, artists, and other stars to leave the message. We set appointments to listen at workplaces where PPM devices may record usage.

    Tim Bronsil Tim@ptpmarketing.com — 513-231-0344
    Mark Heiden Mark@ptpmarketing.com — 970-472-0131
    Rob Klemm Rob@ptpmarketing.com — 815-369-2121
    Rick Torcasso Rick@ptpmarketing.com — 972-661-1361 www.PTPMarketing.com

    Series Links > Part I | Part 2 | Part 3 | more

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