What do I mean by
“channel planning”?

NOT distribution channels

NOT broadcast channels

Holistic media channels or “touchpoints”

PAID
OWNED EARNED
Holistic media approach

Why is this important?
•  Traditional “media plans” only focus on paid media
•  Integrated marketing isn’t particularly integrated
•  Use your Channel Plan to determine your budget priorities
•  Use your Channel Plan as a tool for innovation or disruption

How do I get started?

Plot the Path-to-Purchase
FUNNEL CYCLONE BALL PIT

Consumer Path-to-Purchase Journey
PASSIVE
CONSIDERATION
ACTIVE
CONSIDERATION CONSUMPTION

The Channel Planning Framework

CONSUMER
JOURNEY AWARENESS NEED/DESIRE RE/SEARCH
CONSIDERATION
OR PREFERENCE PURCHASE
USE/
CONSUME
SHARE/
ADVOCATE
PASSIVE CONSDIERATION ACTIVE CONSIDERATION CONSUMPTION
BEHAVIOR
FEELINGS
AWARENESS ACTIVATION ADVOCACY
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Channel Planning FrameworkCONSUMER
INPUTS
BRAND
OUTPUTS

Channel plan inputs
•  Business problem to solve
•  Consumer profile
•  Primary & secondary research
•  Creative Idea

Wait, the creative idea comes
before the channel plan?

YES, creative first
LOEWS
FIX-IN-SIX
NAKED
BIKE PATH ADS
BOLTHOUSE FARMS
FOOD PORN INDEX

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR
FEELINGS
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT ACONSUMER
INPUTS
BRAND
OUTPUTS

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR Uninvolved
Putting off until the
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral/uninvolved Annoyed
Frustrated,
Relieved if its easy
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
INPUTS
BRAND
OUTPUTS

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR Uninvolved
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
Frustrated,
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
INPUTS
BRAND
OUTPUTS
Opportunity Areas

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR Uninvolved
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
Frustrated,
Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
ROLE OF
COMMS
Education &
awareness
Make it easy to
navigate, educate, be
encouraging
Make comparing and
choosing easy
Make buying easy,
reinforce good
decision
On-line appts.
Same day appts.
Telemarketing or
e-mail
TOUCH-
POINTS
TV, Social, Direct, E-
mail, Display, Digital
Radio
Search, .com
Decision engine on
website
Thank user for
purchase, follow up
e-mail
Website, phone
Follow-up survey,
Social
MESSAGE
Get some insurance
today
Its easy, we’ll help you
every step along the
way
Here are your best
options
Thanks for your
purchase, you made a
great choice
We know your time is
important, Thank you
We want to keep
doing better
INPUTS
BRAND
OUTPUTS

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR Uninvolved
last minute
Searching health
exchange site
Narrow on site
Choose the
cheapest
Likely, not until
injury or sickness
Unlikely, unless
unusual situation
FEELINGS Neutral Annoyed Frustrated Resigned
Relieved to have it
over with
Relieved to have
insurance
Elated or annoyed
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Healthcare Example – CONSUMER SEGMENT BCONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR
Always looking for
new & better
Current product
isn’t cutting it
Ask friends,
Standing at shelf
Brand, Packaging
& in-store materials
Promise, price,
incentive
How does it feel?
Unlikely, unless
asked
FEELINGS
Positive toward the
catagory
Frustrated Overwhelmed Resigned Hopeful
Hopeful but
skeptical
Elated or annoyed
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Consumer Packaged Good Example – Hair careCONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR
Need is likely
building over time
Decision is made
Search, meet reps,
ask for reco
Collecting rationale
& support
Promise, price,
incentive
Problem solved Likely, if asked
FEELINGS Neutral
Decisive or
Frustrated
Beleaguered Feeling positively
Trepidation, but
happy w/solution
Pleased, co-
workers are happy
Pleased, relieved
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Business to Business Example
CONSUMER
INPUTS
BRAND
OUTPUTS
Opportunity Areas

Measure, measure, measure
•  Measure as many of your touchpoints as you can
•  If you can’t directly measure, figure out a proxy
•  Be dynamic – if something isn’t working, move on

Some key points
•  Channel Planning is not an “algorithm thing”
•  Understanding consumer sentiment is critical
•  You must think beyond “proven drivers”
•  Don’t do a partial Channel Plan

Let’s look at how you can use this
framework as a tool for
innovation or disruption

CONSUMER
CONSDIERATION
USE/
CONSUME
SHARE/
ADVOCATE
BEHAVIOR
FEELINGS
ROLE OF
COMMS
TOUCH-
POINTS
MESSAGE
Channel Planning FrameworkCONSUMER
INPUTS
BRAND
OUTPUTS

Example #1
By linking your Amex card to
your Twitter account, you can
pay with a tweet.
#SOLD
Awareness to purchase in a single step

Example #2
Amazon’s shopping tool
helps you spec and buy a
laptop, and even alerts you
to deals, in about 3 clicks.
Truncate the research process

Example #3
Zillow allows you to define a
short list of homes that meet
your size, style, location, and
pricing criteria…before you
see a realtor.
Define the consideration set

Example #4
More time (and $) in store
Central Market, the other
grocery store founded in
Austin, TX, has been called
a “food amusement park”,
and is one of Austin’s
biggest tourist destinations.

Example #5
Use packaging as a touchpoint
When you buy a Shinola
watch, the packaging is as
special and handcrafted as
the watch. But more
importantly, the packaging
helps tell the Shinola story.

Example #6
Ask consumers to advocate on your behalf
Jonny Pops, a MN-based
food start-up, shamelessly
asks consumers to advocate
on their behalf with retailers.

The future…
Mobile FIRST
•  Video
•  Beacons
•  Apple Pay

The future…
Think mobile FIRST
•  Video
•  Beacons
•  Apple Pay

To sum up
•  Know your P2P - use it as the basis for your Channel Plan
•  Use your Channel Plan to prioritize budget and ID
opportunities for future experimentation
•  Go beyond “proven drivers”
•  How does mobile fits into every step of the plan?

Thank you.
Happy to talk with you more:
lferris@lsb.com

Channel Planning for Integrated Marketing Success

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