Recession strategies: Minimizing audience duplication with MFDAN’s Consumer Connection System.
Omolaye Chioma(nee Onwukike)
Tech Sis STEM Education Trainer TV Host @pioneerstemshow #Makemation crew member Mentor Chatbot developer and trainer Lead Tech Facilitator @bournvitang Bournvita Techbootcamp since 2019 Tech Sis
Client- Thanks guys for the other day. I hear Nigeria will win an award this year and your CCS Launch was a huge success. I am sure you spent lots of money.
That reminds me. I was away to pick a call when your colleague talked about audience duplication. I did not quite get it. There will always be audience duplication so why bother?
Agency- In this present economy state, it’s really important to bother
Client- Are you CBN or Buhari or dollar?. ‘Abegi’
Agency- In the days of mass media where there were very few channels, advertisers could save lots of money as one television spot will be seen by everyone that has Television in Nigeria
Client- That’s correct. So what has changed?
Agency rep - Media clutter. Media fragmentation has changed it all. Multi channel, Multi media consumption has changed it all hence the reason one spot can no longer serve the whole populace and one medium can no longer guarantee all the audience you want.
Yes, audience duplication is a constant K as no individual consume only one type of media. Most of them consume more than one, actively or passively.
So based on this inference, brands would have to make a choice given a particular budget.
Pertinent question to ask- Do I want a combination of media that lets me talk to my audience more than once and at what level?
Like in the digital parlance, unique visitors.
Frequency is good but overdoing it without measuring the wastage is bad.
Consumer Connection System will show you three scenarios
1. Combination of all media channels relevant to your target audience given KPIs and objectives entered
2. Show you the portion of your audience that consume only a particular media say TV
3. Show you the portion of your audience that consume TV and radio or TV and Radio and OOH
With these three , we can then make a constructive decision
Client- Wow. Ok I see. That was the Venn diagram that I saw at the Launch. Perfect. I am happy to extend your contract.
Agency Team- Wow. Thanks a lot Sir.