Marketing Suggestions Report 201

0
Implementing a Media Management System

Objectives:

To initiate a management system for the serving of media for Inoveo

products.
To identify monthly media targets that are aligned with overall product
objectives.
To establish a work flow for the efficient planning, prospecting, execution and
development of media campaigns.

A successful media portfolio is detail oriented – with resources devoted to strategy

and research, negotiating, creative execution and ongoing analysis. It is with
these key points in mind that I would like to propose the following media
management system as an effort to streamline our existing processes and remove
roadblocks that may hinder our success. As Product Marketing Specialist for Inoveo,
I see great short and long term benefits in establishing a closed-loop structure that
involves sales, marketing and Director input for the development of our media
portfolio.

The following roles, work flow and standardized documents are designed to guide us
through the execution of our media strategy and plan throughout the year.

ROLES & RESPONSIBILITIES:

Sales:

• Translate target objectives into media prospects using research, networking,

and
direct/indirect competitor analysis.
• Convert prospects into qualified leads; gather vitals and negotiate rates.
• Produce RFP (Requests for Placement) documents for review by Product
Director.
• Manage delivery of approved RFPs (creative deliverables, payables,
deadlines, etc.)
• Manage media calendar and track costs per target segments, products,
verticals, etc.
• Prepare monthly portfolio analysis and participate in strategy planning,
development of a creative bank, and viral / non-paid media campaigns.

Marketing:

• Monthly strategy planning with Sales and Product Director to define target
markets and verticals necessary to infiltrate and expose products, based on
overal product objectives.
 Marketing Suggestions Report 201
0
• Oversee development of creative bank and the representation of product
branding (both verbal and visual) throughout media campaigns.
• Oversee non-paid / viral media campaigns as defined by monthly targets.

Director:

• Monthly strategy planning with Sales and Marketing to define top level
objectives for media allocation (target markets, focus products, ROI/traffic
expectations) on both paid and non-paid media campaigns.
• Final approval of RFPs in media portfolio.
• Overall guidance and direction in the development of media strategy.

The following flow chart illustrates the proposed work flow for executing our
monthly media strategy:

1. DEFINE MONTHLY MEDIA TARGETS

• Define target markets and overall objectives for campaigns (eg. increase
volume, USA cc traffic.)
• Define which products will be served (eg. homeCams, allMancams,
Livebucks.)
• Establish distribution of media focus (heavy vs. light target markets)
• Consider what site projects will influence distribution and timing of
campaigns
(eg. new site feature, on-site member promotion in first half of month.)
• Define offline and non-paid / viral media objectives (eg. traffic from tube,
classifieds.)

Example Targets – Paid Media:

CC Holders – USA / Western Europe Focus Mass Audience

 Marketing Suggestions Report 201
0
- Member areas (focus on specific niches - High volume tube sites
TBD) - Top competitor exit sites (CompetePro)
- Sponsor a girl / Escort sites
- Other mid-size cam programs (ex-m
emails)
Targeted Ad Networks Pockets of Opportunity
- Google Adwords optimization – keyword - Toy companies / online novelty stores
- AdxPansion – keyword - Male enhancement products
- Adbrite, Black Label Ads – placement - Masturbation guides / communities
targets

Example Distribution of Focus:

Heavy Focus Medium Focus

- CC holders in paid member areas
- Target escort traffic in top 5 US cities
- Optimization of Adwords
Light Focus
- 2-3 popunders on tube sites ranked
5,000 or less, concentrated during
promo week.
- Toy companies for member cross-sales
and potential WL partnerships
Backburner this Month
- Ex-member mailings
- Offline media campaign

2. SALES PROSPECTING & FACT GATHERING

• Translate targets into potential prospects and establish list of prospects to go
after.
• Based on initial fact gathering, narrow down prospects into list of lead
candidates.

3. LEAD CONVERSION, RFP CREATION

• Gather RFP vitals including traffic stats, rates, placement opportunities and
time frames.
• Negotiate rates and run vitals+rates through sales tool to forecast ROI of
lead.
• Create RFP and physically submit it to Product Director for review.

4. RFP REVIEW / DIRECTOR APPROVAL

*The goal of the RFP is to compile all of the necessary information required for sales
to make an informed decision about the quality of the lead. When presenting the
RFP to the Director, all standard questions should already be answered, rates
negotiated and creatives concepts determined. This will limit the Director’s need to
 Marketing Suggestions Report 201
0
micro-manage the negotiation process so they may focus on assessing quickly
whether the campaign fits with their top level objectives.

5. CAMPAIGN EXECUTION
• Gather necessary assets from creative bank or, in the case of custom
campaigns, work with designer to produce and manage the creation of new
assets.
• Ensure IO is signed by both parties and payment information is given to
accounting.
• Follow up with client to confirm campaign dates and delivery of assets.

6. UPDATE CALENDAR, MONTH TO DATE SPEND

• Create Google calendar for media campaigns and indicate start and end
dates.
• Maintain spreadsheet indicating target markets, targets served, and cost to
date of each target.

7. PRODUCE MONTHLY PORTFOLIO ANALYSIS

• Create monthly analysis of portfolio that documents campaign summary,
actuals vs. projections and recommendations for renewal.
• Present analysis to Product Director and Marketing to influence decision
points for upcoming media targets.

The following are tools needed to streamline work flow:

1. RFP DOCUMENT - TEMPLATE

We will create a standardized RFP template that contains the following fields:
• Company name and URL
• Market Target Served
• Traffic Information (Alexa rank, top traffic sources)
• Ad Placement Information (media type, campaign dates, restrictions)
• Rates (advertised, negotiated, savings, savings to date (if renewal), any
added value)
• Sales Projections (avg. User value, conversion ratio, CTR, impressions, sales,
estimated revenue, profit/loss, CPA)
• Proposed creatives (drawn from bank or concept defined for custom
campaigns)
• Rationale / reasons for purchase
• Director approval signature / comments field

This template will be used for every proposed campaign. All approved campaigns
will be physically authorized by the Product Director, with any comments attached.
Sales will maintain both a physical media binder containing the approved RFPs and
electronic copies for easy reference.

2. CREATIVE BANK
 Marketing Suggestions Report 201
0

The creative bank will include the following media types for our main products:
• Banners (flash, non-flash)
o 350x250
o 468x60
o 468x80
o 700x90
o 728x90
o 120x600
o 160x600
o Thumbnail tiles
• Online JS banners
• Popunder landing pages
• IM toolbar scripts
• Email HTML templatess

This bank will serve as a base for streamlining standard media buys and will
continue to be developed over time, as campaigns are optimized and new trends
are explored.