Sean King @ POMP Forum 2016
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AGENCY + CLIENT = PARTNERSHIP What is necessary to understand and bear in mind in order to maintain a solid and effective partnership that provides excellent communication results?
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Sean King @ POMP Forum 2016
- 2. 600+ specialists ranging from Journalists, Strategic Planners, Developers, Social Producers, Motion Graphics, Designers, Media Sales, Home Economists etc We are part of the biggest content marketing agency in Europe FrankfurtBerlin Munich PragueLondon Hamburg Stuttgart Zurich Lisbon Ljubijana
- 5. We help brands join the conversations between real people
- 6. Real lives, real issues, real behaviours Creating value for brands by putting people first
- 7. we really understand people so that our clients can be a relevant part of their lives we give people content they really want so that our clients can be a distinctive, go-to,helpful ally we give people a reason to choose putting our clients’ brands top of the list when theyare ready to buy
- 8. continuous event based proactive reactive Business as usual The steady flow of planned content that reinforces the brand positioning Campaigns Building relationships with the brand’s community Live Tapping into the news agenda Responsive Joining the conversation around events that engage the brand’s audience on an emotional level Part of people’s conversations: all the time, everywhere.
- 9. Effective content marketing partnerships for excellent results
- 10. +
- 12. Sainsburys
- 13. Big ‘1993’ in the centre surrounded by images form that year… 1993
- 16. How we have evolved
- 17. Our contributors
- 18. Our results
- 19. Voted PPACustomer magazine of the year 3 times 82mcopies sold since 1993 £85m+in copy sales £100m+in advertising revenues Still the biggest selling monthly food magazine in the UK
- 20. Total, annualised incremental spend amongst the magazine buyers was estimated to be £30m higher than the control group. 18x behaviourally- matched test and control groups created in 2013. Significant difference was that the test groups all bought a copy of the magazine. Purchasing behaviour and spend tracked in the 8 weeks after the test group members bought a copy of the magazine. Test group spent £1.7m more on aggregate that the control group in this period. …plus additional sales of products in Sainsburys
- 21. Sainsbury’s magazine is a unique proposition – it operates both as a marketing tool driving brand engagement with Sainsbury’s shoppers, showcasing the quality of the products, as well as delivering profit. It is a great success story continuing to deliver results that set it apart from the competition in the food magazine sector. “ Mike Kenny, kiosk buying manager, Sainsbury’s “
- 22. Sainsbury’s Magazine enables Nestle to reach a defined target audience, not only does it allow the brand to communicate a branding message but it also enables brands to communicate in-store promotions and drive purchases at point of sale “ Associate Director, Mindshare “
- 23. The partnership
- 24. How does the partnership model work? • joint publishing board • single shared P&L to gross profit level • both parties share cost & revenue • split responsibility for agency & Sainsbury’s • magazine sold for £2 per copy • copy sales revenue circa £5m+ • advertising revenues circa £5m+ • shared profit on all brand extensions
- 26. Sainsburys and Seven today
- 27. Seven & Sainsbury’s food fashion home social media video online email instore press
- 28. There are lots of new content marketing partnerships
- 30. But there’s a problem.
- 32. So, what makes an effective content marketing partnership?
- 33. Specialist editorial experience and expertise Relentless focus on people and what they actually want All partners’ interests are aligned An honest, transparent approach to analysing performance