MEDIA GUIDELINES
14 March, 2016
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Executive summary
• Preferred media (in rank order)
– Magazines
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Targeted
Efficient (CPM)
Premium
Sensory environment (e.g. food)
Full message can be read
– Outdoor (portrait format)
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Bus shelters
Street signage
Airport signage
Train stations
To support print
– Outdoor (landscape format)
• 24 sheet posters
• Non preferred media
– Transit (formats, environment)
– 48 sheet billboards (branding)
– Digital (once website upgraded)
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Should we use media?
• In any market, the decision about whether to use media is tied to
Wyndham Estate’s stage of development
• In the broadest terms, there are 2 stages…
Stage 1
Stage 2
Immature brand
On premise only or patchy distribution
Limited product range
USA
UK
Nordics
Asia
No funds for media
Focus on gatekeeper PR
Secure endorsement from influencers
(e.g. wine writers, wine educators,
trade, opinion leading consumers, etc.)
Mature brand
Widespread distribution
Wide range of SKUs on shelf
New Zealand Ireland Canada Australia
Larger A&P budget
Media as part of the marketing mix
With threshold weights
To establish the positioning
In an emotive manner
And convey our point of difference
So competitor users switch to our brand
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How much should you invest?
• For markets that use media, the
challenge is to allocate sufficient
funds to cut through the clutter
• Ask you agency about the
minimum weight of activity
needed to effect the target market
and/or achieve your objectives
• Usually, bursts should be at least
75% of your key competitor’s
weight across your advertising
period
• Otherwise, your reach and
frequency may not be sufficient to
move consumer funnel measures
and you will not be able to
measure the impact of your
investment
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What if you don’t have enough?
• If your media fund is not sufficient
to run 2 or 3 bursts per year (i.e.
its below threshold requirements),
consider the following options
– Invest at a higher level by cutting
back on other activities (e.g. aim
for a minimum of 50% of your
consumer A&P funds to be
invested behind media)
– Focus the budget regionally or on
a more tightly defined definition of
the target market
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Who to communicate with
• There are 2 target markets
– The target consumer is male aged
30+, self actualising and seeking
intense immersive experiences
– They are medium to high
involvement wine consumers
– They belong to the middle to
higher socio-economic groups
– They are generally well educated
– These consumers are driving the
global sensory mega-trend
– The target shopper is female
aged 30+
– Note: males and older consumers
tend to favour traditional looking
packs such as that for BIN range,
older consumers tend to react
most positively to sensory
messages
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When should we communicate?
• The moments to communicate
with our target market are
– When consumers are relaxing
with a glass of wine
– When shoppers are about to buy
wine (e.g. weeknights, weekends)
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Media recommendation #1
• Consumer magazines
– Upscale food magazines
• Experiential, sensorial
• A good environment for wine
– Wine magazines
– Lifestyle magazines
• Position our ad in the food section
to amplify ‘intense sensation’
– Entertaining magazines
• To associate our brand with
dinner parties and add prestige to
our message
– In-flight magazines, business
magazines and travel magazines
• If there is a food and wine
section, position our ad alongside
related editorial
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Media recommendation #2
• Weekend supplements inserted
into national newspaper (also
known as magazines inserted into
newspapers)
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High circulation
High readership by men
High socio economic reader
Position our ad in the food and
wine section
– Associates our brand with
relaxing and ‘the good life’
– Credible environment
– Short lead times
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Media recommendation #3
• Out of home
– Outdoor signs positioned outside
liquor stores or in restaurant strips
– Transport corridors for consumers
that belong to higher socio
economic classifications including
• Airports
• Subway / tube / train stations
• Key arterial road junctions
– Benefits
• Builds frequency quickly
• High impact
• Flexible geographically (so you
can focus on key cities with high
potential for profit growth)
• Reaches males (whereas most
magazine titles target females)
• Ticks the ‘mass media’ box when
media budget is not sufficient to
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run television
Media recommendation #4
• If budget permits, combine print
media with outdoor media for the
following reasons
– Print is great because it is
targeted and provides a good
environment for our message
– It also allows consumers the
opportunity to read our brand
story via the label copy
– But magazines alone lack
coverage and will build our funnel
scores very slowly
– Adding outdoor will build reach
and frequency more effectively
(especially among men)
– As outdoor can only convey a
short message (i.e. no time to
read minor copy), magazines
complement outdoor perfectly
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A word on television
• In the short term, we do not
generally recommend television
• The rationale is that we do not
have the scale of spend in most
markets to justify television
• Once the brand’s volume and
A&P scale is greater, we will add
TV back into the media mix
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A word on television
• One exception: markets like New
Zealand where television is
considered cost efficient thanks to
a low cost per thousand
• In New Zealand, the cost per
thousand (CPT) to reach grocery
buyers with television is 1/3 of the
CPT in Australia
• Where the CPT is affordable,
television offers high coverage +
quick frequency build = dramatic
impact on our consumer funnel
and image metrics
• Which is why TV is still used to
build strong wine brands
– Wolf Blass in Australia / NZ
– Casillero del Diablo in Europe
– Wyndham Estate in Ireland
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What should we avoid?
• Please avoid the following
– Newsprint options – because of
poor colour reproduction
– Mono print – where “intensity”
cannot be delivered
– Publications with high juvenile
audience
– Magazines with content that is
unrelated to food and wine (e.g.
sports, motor, golf, etc.)
– Radio – which lacks the visual
(brand recognition) effect
– Cinema – which tends to attract a
younger audience
– Internet advertising – which is still
considered high cost relative to
magazines and other media (once
we have upgraded our website,
we can consider internet ads)
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What should we avoid?
• Selecting media that is already
heavily used by our competitors,
especially if they out-spend us
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The process
• Develop a media brief by
following these steps
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Review competitor activity
Review brand awareness / image
Set marketing objectives
Set communication goals
Set media budget
Define target audience
Define seasonality (sales x
month) or geographic factors
(distribution x region, sales x
region, index v market x region)
– Prepare media brief (download
template from “the brand builder”)
– Give media agency the media
brief, these media guidelines, the
brand platform presentation and
the advertising creative
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The process
• Ask the media agency to review
competitors’ media activity
– Expenditure
– Timing (e.g. sales of red wine
tend to peak in winter)
– Media mix
– Formats
– Weight
– Timing
– Regionality
– Flighting v continuous
– Learnings (e.g. changes in
awareness and brand image)
• Ask the media agency to advise
what level of spend would be
required to achieve the
awareness objectives that have
been set for Wyndham Estate
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The process
• Ask the media agency to be
innovative, disruptive and
imaginative – so there is a media
idea to cut through the clutter
• For example, add an activation
device to your press ad (e.g. a
special offer such as “Ring 1800
SHIRAZ for your free 50 page
brochure)
• Ask you agency for ideas to
integrate your creative message
throughout the marketing mix
• Brief your sales team to book
trade promotions to coincide with
media bursts – ensuring visibility
at the point of purchase
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After the campaign…
• Ask the media agency for a post
buy report
– Reach and frequency
performance versus objectives
– Competitor media activity
– Share of voice
– Share sales data and awareness
tracking measures so you and the
agency can assess campaign
impact
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