In Broadcast - September 2020 - 86

86

www.inbroadcast.com | Vol: 10 - Issue 9 | September 2020

InForm

Strategic Promotion
Planning At
TV 2 Danmark
Drawing up an optimal promotion plan for an organisation requires
management of a complex and shifting set of facets. MEDIAGENIX
Promoplan offers a comprehensive cross-media system,
Gerrit Cornelis, MEDIAGENIX Business Consultant, explains...

I

n June 2020 TV 2 Danmark went live
with Promoplan, the MEDIAGENIX
system that enables a company's
marketing department to draw up
an optimal promotion plan for all the
promotion efforts of the organisation
and manage the complete promotion
life cycle, from the definition of the
goals to building and executing media
plans.
Morten Engberg Stensgaard, Media
Planner at TV 2 Danmark: "One of
the reasons why we started looking
for a replacement of our in-house
built promotion strategy tool is that
marketing television programmes
has changed drastically over the past
10 years. Today we are using a lot of
different media vehicle types - radio,
social, outdoor you name it. Also, TV
scheduling has become much more
dynamic, and as a consequence we
need to change our media plans
constantly. That is a new reality for
all broadcasters. We did not go for
a standard marketing tool because
doing marketing is fundamentally
different for broadcasters than for,
say, retailers. Being able to talk with
people who know the TV business, is
key. That is why it was so great to work
with MEDIAGENIX."
Full Functionality
TV 2 Danmark was in need of
additional functionality. One of the
things they missed was seeing ratings
in multiple target groups. Another was
information about the presentation
items in the schedule, which are
one-off promos or graphics on the
linear channels. They also wanted to
simplify the workflow. At the time 5
unconnected systems had to work
together and it took two to three
people to constantly copy and paste all
the frequently changing information
from one system to another manually.
MEDIAGENIX and TV 2 Danmark
started working on a much simpler

workflow, with Promoplan and
Broadcast Management Platform
WHATS'ON replacing the bulk of Excels
and manual entries.
MEDIAGENIX decided to build an
application next to WHATS'ON and
integrate it with WHATS'ON through
APIs. For TV 2 Danmark this would
mean they would not have to do
a major WHATS'ON upgrade to be
able to use Promoplan. The fact
that Promoplan is built on top of the
WHATS'ON technology stack has the
added advantage that Promoplan
can run on the same database as
WHATS'ON, even though both have
their own Database schema. There is
no need to set up a separate database.
Promotional Activity Overview
Promoplan is designed as a
standalone application for any
company's marketing department,
not only for broadcasters. It
provides an overview of all past and
future promotional activity of the
organisation. Promotions include
trailers, social posts, posters on
buses, ads in magazines and even
merchandising - basically everything
with which any company can promote
products, events or services.
Per promotion plan you can manage
a media plan over multiple media
vehicles, and per media vehicle the
available inventory over all active
media plans. Execution of the media

The promotion life cycle

plan is facilitated by integrating with
various media vehicle management
tools. For TV and radio channels
this ideally is WHATS' ON Trailer
Campaigns.
Morten
Engberg
Stensgaard:
"Promoplan gets from WHATS'ON
all
the
information
regarding
transmissions that need to be
promoted. Users are notified whenever
there are changes in the schedule, and
they can have Promoplan update the
media plans automatically."
Promotion Life Cycle
It all starts with a list of promotion
plans, i.e. a list of things a company
wants its promotion department to
promote during a certain period.
There is information about who is
responsible, the period of time, the
importance, the awareness in the
audience, strategic and tactical goals,
Promoplan overview

milestones, type of campaign, effort
required, validation, what other
departments will be involved, etc.
In the media plan you define all the
elements in your promotion, across all
media: the TV or radio channels your
promos will be running on, your social
campaigns, posters, ads, T shirts...
The media plan also specifies how the
promotion plan has targets for various
media vehicles over certain periods of
time.
The next step is building up your
promotions on a specific media
vehicle. This application makes
sure, for instance, that the available
promo time on a channel is optimally
distributed over all promotion plans.
As the promotion plans are running
and the schedule changes happen, the
marketing department can constantly
monitor how they are reaching the
goals for the various promotion plans.
This will then start the cycle again.
Morten
Engberg
Stensgaard:
"Mediaplanning,
Production
Administration, Sponsorship Admin,
Campaign Lead Management, Trailer
Admin, all these departments are
working with the system now. About
40 people in all. More staff will follow
given the new possibilities Promoplan
has opened up and the clearer
overview it gives us. We all sleep better
at night, knowing that everything is
aligned and in synch."


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In Broadcast - September 2020

Table of Contents for the Digital Edition of In Broadcast - September 2020

Contents
In Broadcast - September 2020 - Intro
In Broadcast - September 2020 - Cover1
In Broadcast - September 2020 - Cover2
In Broadcast - September 2020 - Contents
In Broadcast - September 2020 - 4
In Broadcast - September 2020 - 5
In Broadcast - September 2020 - 6
In Broadcast - September 2020 - 7
In Broadcast - September 2020 - 8
In Broadcast - September 2020 - 9
In Broadcast - September 2020 - 10
In Broadcast - September 2020 - 11
In Broadcast - September 2020 - 12
In Broadcast - September 2020 - 13
In Broadcast - September 2020 - 14
In Broadcast - September 2020 - 15
In Broadcast - September 2020 - 16
In Broadcast - September 2020 - 17
In Broadcast - September 2020 - 18
In Broadcast - September 2020 - 19
In Broadcast - September 2020 - 20
In Broadcast - September 2020 - 21
In Broadcast - September 2020 - 22
In Broadcast - September 2020 - 23
In Broadcast - September 2020 - 24
In Broadcast - September 2020 - 25
In Broadcast - September 2020 - 26
In Broadcast - September 2020 - 27
In Broadcast - September 2020 - 28
In Broadcast - September 2020 - 29
In Broadcast - September 2020 - 30
In Broadcast - September 2020 - 31
In Broadcast - September 2020 - 32
In Broadcast - September 2020 - 33
In Broadcast - September 2020 - 34
In Broadcast - September 2020 - 35
In Broadcast - September 2020 - 36
In Broadcast - September 2020 - 37
In Broadcast - September 2020 - 38
In Broadcast - September 2020 - 39
In Broadcast - September 2020 - 40
In Broadcast - September 2020 - 41
In Broadcast - September 2020 - 42
In Broadcast - September 2020 - 43
In Broadcast - September 2020 - 44
In Broadcast - September 2020 - 45
In Broadcast - September 2020 - 46
In Broadcast - September 2020 - 47
In Broadcast - September 2020 - 48
In Broadcast - September 2020 - 49
In Broadcast - September 2020 - 50
In Broadcast - September 2020 - 51
In Broadcast - September 2020 - 52
In Broadcast - September 2020 - 53
In Broadcast - September 2020 - 54
In Broadcast - September 2020 - 55
In Broadcast - September 2020 - 56
In Broadcast - September 2020 - 57
In Broadcast - September 2020 - 58
In Broadcast - September 2020 - 59
In Broadcast - September 2020 - 60
In Broadcast - September 2020 - 61
In Broadcast - September 2020 - 62
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In Broadcast - September 2020 - Cover3
In Broadcast - September 2020 - Cover4
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