Alan James & Jo Wilkinson
James&Wilkinson Media
Alan James has spent over twenty five years working in the media business both in the agency arena at Ogilvy&Mather Advertising as Broadcast Buying Director and at the BBC. Using the experienced gained at the BBC where he ran the planning of all marketing messages across its vast multimedia portfolio he launched James&Wilkinson Media with former BBC colleague Jo Wilkinson.
Jo Wilkinson also with a background in advertising has spent the last ten years working not just for the BBC but also for Sky managing promotional strategy and campaign planning across their content platforms.
JWM is a unique Company in the broadcast arena, providing specific on-air media planning consultancy, strategy, training and promotion process and organisation design for broadcasters globally. The company assists media groups to realise the true potential of their valuable promotional airtime. They specialise in helping channels and portfolios to improve the effectiveness of their own self-promotional marketing at a strategic & media portfolio level as well as at a hands-on implementation & channel break level.
Session:
DO YOU KNOW WHAT YOU ARE WORTH?
Ten Ways To Make Marketing Resource Work Harder
No matter how good your promotional activity is - it’s not going to work unless you’ve seen this session!
This media planning session concentrates on both the bigger ‘macro’ marketing picture of a broadcaster’s quest to maximise the power of its promotional airtime as well as the ‘micro’ side of the on-air marketing mix. The vast majority of broadcasters fail to realise let alone exploit the huge market value of their own promotional airtime. Too often promo time is regarded as being of no cost failing to recognise the huge opportunity cost it has to each individual service and the overall portfolio.
‘Do you Know what your Worth?’ will give marketers, promo makers and media planners guidance as to how to make better use of their annual marketing resource – both airtime and creative leaving them with an effective and efficient model in which their award winning promotions can show their true worth.
Once the annual planning and objective setting is covered it’s time to look at things in more detail. Media planning of airtime isn’t just about allocating the weights of airtime to marketing activity and hoping that enough audiences will see your slots to come and watch the programme, we will demonstrate the ‘touch and feel’ required to formulate successful campaigns, and effective breaks with winning audience flow through powerful navigation and audience understanding.
In total Objective setting, prioritisation, targeting, effective frequency planning, resource allocation break flow, navigation, cross promotion and the power of on-air announcers are amongst the subjects in this session to ensure that every cent or in the promotions world every second counts in the battle for audiences attention and viewing.