Good Research Tells A Story

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Information about Good Research Tells A Story

Published on November 24, 2008

Author: KellyMcG

Source: slideshare.net

Description

Presented by Kelly McGillivray at the Strategy Institute\'s 4th Annual "Building Your Digital Signage Business" Summit, Chicago, November 20, 2008

Good RESEARCH tells a STORY Kelly McGillivray Peoplecount

Are you SELLING what Media Buyers are BUYING?

What are you selling? locations technology screens time exposures CPMs audience content coverage sexiness service support

locations

technology

screens

time

exposures

CPMs

audience

content

coverage

sexiness

service

support

So is EVERYBODY else

So, what ARE Media Buyers really BUYING?

You want to be SELLING what Media Buyers are BUYING! And what is that?

Accountability

RESULTS for my client? PROVE it!

What they are really saying… “Don’t make me REGRET this.”

Credibility

Why should I spend my client’s MONEY on you?

What they are really saying… “Why should I risk my REPUTATION on you?”

Differentiation

Media Planners Think “TV” 2007 Ad Spend – OAAA

Accountability + Credibility + Differentiation = YOUR STORY

Your STORY is in the NUMBERS

Metrics Gold Nuggets Compelling Story Research

Highest TRAFFIC Observed by Peoplecount (1,000s per week)

“ Captivate reaches more managers than Forbes, Fortune, Business Week and The Wall Street Journal combined.” A Good TRAFFIC Story

“ Captivate reaches more managers than Forbes, Fortune, Business Week

and The Wall Street Journal combined.”

Typical DWELL TIMES Observed by Peoplecount (minutes)

“ In traffic, it takes up to 14 minutes to pass this sign.” A Good DWELL TIME Story (Outdoor Video Screen)

“ In traffic, it takes

up to 14 minutes

to pass this sign.”

NOTICE Rates Observed by Peoplecount (Aided + Unaided)

We learned… Short loop Eye level Simple content Pilot studies are GOOD

Short loop

Eye level

Simple content

Pilot studies are GOOD

Imagine telling your STORY

STORY = SOLUTION (Specific Measurable Results)

STORY = SOLUTION

(Specific Measurable Results)

It’s easier to sell STEAK than SIZZLE

It’s easier to sell

STEAK

than SIZZLE

“ Thank you.” Kelly McGillivray President & Chief Methodologist [email_address]

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