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Media Planning for Multicultural Audiences, UM’s David Queamante’s Methodology: Steps 5 to 7

Diverse audiences media planning: UM’s David Queamante takes us through steps 5 to 7 of his media planning methodology.

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Media Planning for Diverse Audiences, UM’s David Queamante’s Approach: Steps 5 to 7

In last week’s  “What Agencies Tell Us” Interview with David Queamante, VP, Managing Director, UM Worldwide*, the senior media agency executive introduced a media planning methodology to establish a ratio between the diverse audiences-specific media budget and the overall media budget.  In last week’s piece, we went through the initial 4 steps. Today, Queamante presents the final three (steps 5 to 7):

 

STEP 5: Adjust For Goals & Brand Health

Step 5 tries to answer the following questions: What are the brand’s goals with the diverse/MC audience? Are there brand health or market share gaps to correct? 

Sources used to answer the above questions: Proprietary Data, Competitive Reporting, Brand Health Studies, Syndicated Studies, etc.

Examples:

  • Automotive Brand: A brand within an automotive portfolio had the goal of  1% share growth, but for diverse audiences, the brand wanted to grow by 2% with Hispanics and 2% with African Americans. So, the multicultural goal is more aggressive than the company’s overall goal, and the Hispanic and African media plan needs a more significant media effort. 
  • Financial Services Brand: The company has yet to consistently market to diverse/MC audiences. When they conducted a Brand Health study, it was revealed that their awareness among diverse audiences was 20 points lower than that among non-Hispanic White audiences. The company’s effort to increase awareness among diverse audiences must be more aggressive than its General Audience efforts. 

 

Outcome: Adjust the investment based on how well the brand performs currently and how it wants to perform in the future. These increases can be the most significant. Queamante states: “as we walk through the methodology with clients, we must align on achievable goals over an agreed-upon length of time; for instance, it may not be possible to increase awareness by 20 points in one year – perhaps it’s more reasonable to increase awareness by 5 points each year, over a set number of years. Even an increase of 5 points may require an increase of 10% in marketing efforts.”

“As we walk through the methodology with clients, we must align on achievable goals over an agreed-upon time; for instance, it may not be possible to increase awareness by 20 points in one year.”

Preliminary audience ratio (in % of overall media budget) obtained in Step 5

31% (obtained in step 4) times your agreed-upon goal increase. To keep the math simple, let’s say 10% (1.1x) 

34% 

 

Diverse Audiences STEP 6: Adjust For In-Culture Media Time Spent

Question step 6 tries to answer: How much diverse/multicultural media impact is already achieved through the general audience media schedule? (A critical factor is how much time the diverse targeted audience spends with in-culture/in-language media.)

Sources used to answer the above questions: Syndicated Studies, Nielsen/Comscore, Proprietary Research & Data, etc.

Example:

  • “We know all diverse audiences consume some general audience media. No channel, show, site, or magazine doesn’t have diverse viewers, listeners, readers, etc.,” says Queamante. The mix of in-culture media and general audience media these audiences enjoy varies quite a bit by demographic, psychographics, and medium. Whether you’re male or female, young or old, a parent, a business owner, etc., these make a difference in cultural media, as does the medium (TV, radio, digital, etc.). A ballpark figure is that Hispanic media time is split almost evenly between the general audience and in-culture media. Black audiences spend roughly ⅓ of their media time in culture. We conduct the analysis for our audiences, and split our effort between general audience media and in-culture media, according to their time spent with each.

Outcomes: 

  1. Establish the effort that should come from the existing general audience media. This media should be optimized to work harder for diverse audiences. This includes rotating inclusive and relevant creative and leaning into programming and talent that appeals to diverse audiences. Following the running example, half of the effort to our hypothetical audience should come from the general audience media: 34% x 0.5 (17%).
  2. Establish the amount of effort that should be placed within in-culture media based on the time spent with that media. In this example, 50% of the number determined in step 5 would be dedicated to in-culture media. 34% x 0.5 (17%).

Preliminary audience ratio (in % of overall marketing effort) obtained in Step 6: 

17% in General Audience media (now you must work with your general audience counterparts to make sure this is achieved) 

17% in In-Culture media 

 

Diverse Audiences STEP 7: Adjust For Media Cost

Questions step 7 tries to answer:
How do media pricing/media mix and strategy factors impact the final investment?

The sources used to answer the above questions were SQAD, Negotiated Rates, RFPs, etc.

Examples:

  • Financial Services: Incorporate a general sense of the media mix and its costs. E.g. for a Financial Services brand, the general audience brand health/awareness may be more established (see step 5), so their media strategy can focus more on mid and lower-funnel media but for diverse audiences more upper-funnel media is needed to address the awareness gap. So David Quemante knows that the media mix will be more costly on a CPM basis.  As David Quemante says to general market media planners: “Don’t shortchange my audience, and their investment just because you are more established in your market.”

“Don’t shortchange my audience, and their investment just because you are more established in your market.”

 

Outcome: Increase or decrease based on projected costs. In this example, knowing that more linear media is needed, let’s anticipate a 15% cost premium for this hypothetical audience. So, the 17% established for in-culture media in step 6 is increased by 15%. (17% times 1.15)

Final Audience ratio obtained in Step 7:

19.6% 

 

* David Queamante is a jury member for the Portada Awards. The winners will be announced at Portada Live in New York City on September 19.


 

You did not read the first four steps David uses to plan diverse media? Here they are: How UM’s David Queamante Budgets for Diverse Audiences, Step by Step (steps 1 to 4)

 

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