The most potent media mix fosters a relevant and compelling dialogue with consumers. It should communicate a central idea or theme when consumers are most receptive. But how do you know when large numbers of your target consumers will be most receptive?

Cost-Effective and Focused
Our ChannelSelect™ solution offers a cost-effective way to quantify people’s receptivity to different connection points. It also assesses the potential of each connection point to deliver a brand’s specific communications strategy. When used in combination with cost information, this will help you make better media connection choices for future campaigns.

A Wide Range of Connections
ChannelSelect covers all the connection opportunities that your marketing teams may choose in order to influence what people think, do, and say about your brands. The range of connections opportunities is wide and can include advertising, information and entertainment content, point-of-sale activities, public relations, events, sponsorships, associations, product placements, search, etc., through traditional and digital media and technologies. ChannelSelect helps you identify the good ones.

Engage Your Audience
Our belief is that a brand should have presence in channels that best support your brand idea and drive brand engagement. This will largely depend on:

• Your target audience’s ability, inclination, and reasons to engage with the connection point itself
• How relevant the brand idea/message will be in that connection point and how likely it is to influence action
• Your target audience’s view on the brand’s permission to speak to them in that media space

In the planning process, ChannelSelect quantifi es the potential of different connection point options as described above. We also benchmark a brand’s current visibility in each connection point.

Not a “Black Box”

Every campaign has different objectives, and ChannelSelect reflects this. Unlike other research tools, it’s not a “black box” system. The interactive fi nal deliverable allows brand managers and media planners to determine the relative importance of ChannelSelect metrics. For example, what kind of audience capacity do you need? Is building reach or frequency more important? What kind of impact do you want to make? Is engagement, relevance to the brand idea, or impact on purchase most important? ChannelSelect represents a rigorous and consumer-centric process to help you determine where your idea works best so that the end plan is well considered, well justifi ed, and more likely to achieve your brand’s objectives.