Innovation in media advertising. - Publicitas AG

Adding Dynamics to the Print Market.
Project Begin in Fall 2006
The marketing project got underway in fall 2006 and was meticulously prepared
over a period of one year. Out of this emerged a clear market need to positively influence
the rather inflexible and high-price positioning of much of the print media
and the dwindling attraction linked to this for customers and agencies. Publicitas
recognized this need early and actively responded by anticipating what could be
done.
Overriding Objectives and Expanding Scope
The original objectives in 2006 were adding a dynamic dimension to print advertising
and improving its image. The only help here was a radical step in the
direction of adding dynamics and making the offers and prices more flexible. The
rapid changes in the media market and the positive market response to the tests
in 2008 meant that the objective was expanded to adding a dynamic dimension to
all participating media. This adjustment corresponds to the new all-media strategy
at Publicitas as well.
Intensive Preparation Phase
The preparations leading up to the launch in 2008 lasted over one year. After a
very intensive and detailed situation analysis, in which the needs of all market participants
in the media market were examined more clearly, various offers and price
models in other industries both in Switzerland and abroad were analyzed. In order
to be able to process all of this information in an understandable and conceptual
way, it was broken down into five cluster groups and defined in the form of the first
concept. With this basis in hand, the publisher partners were contacted and invited
to participate in the project. This process took up almost the entire summer
of 2007. Together with the respective Publicitas branches in Switzerland, as a next
step concrete offers were defined based on the rough concepts with the objective
of being able to sell need-oriented offers suitable for the market beginning in
January 2008.
Analysis
• 2006
November
Pricing
options
• 2007
February
Publisher
engagement
& internal
communication
• 2007
Summer
• 2007
Autumn
Pilot
conception
Test phase
• 2008
1st half-year
Test phase
Results
analysis
• 2008
2nd half-year
New tests
Results
analysis
• 2009
1st half-year
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