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EPG Strategic Planning

Provided by Bauer Media
Strategically using 13 music channels and 6 digital radio stations, your presence within the youth platform will be maximised.

Tell us about the Opportunity / What is it?

EPG Strategic Planning is a revolutionary planning concept, allowing customers to benefit from 13 consecutive music channels and 6 digital radio stations. Through understanding our audience, creative executions can be placed in key dayparts increasing reach while offering the chance to own up to 60% of the Music TV market. All this increases viewer recall and places the customer alongside established and recognised brands. The genre specific executions are designed to fall into either Rock, Pop or Urban as each of the channels falls into one of these categories.

What is the Marketing Objective?

The objective is to grasp everything about music TV and use it to your advantage. The behaviours, viewing habits and communities within music are used as the base of planning and can work successfully alongside your campaign aims. [see attached mpeg]

How does it work?

This is essentially a tool used to strategically plan your campaign and integrate your brand into the exciting world of Music TV. We studied the viewing habits and behaviours of our audience to ensure we are able to effectively position the customer to create a strong presence within the adult 16-34 music community. After analysing our core audience we established that there are 3 clear genres of music, these being rock, pop and urban. Using our award-winning creative team we can come up with 3 creatives for each community, ensuring the advert relates to the viewers.

Who's used it in the past?

Creative Zen and Orange took up this opportunity which proved to hugely successful. Creative Zen created three promotions explaining the details of the Creative Zen which ran alongside blipverts and sponsorship. Through EPG strategic planning and Bauer's award-winning creative team, 76% of their core audience was reached in a 6 week period and the competition received 47,000 entries. The players sold out nationwide and their market share increased by 50% year on year. This is highly significant as all Creative activity was through emap.

Features / Benefits

This opportunity gives you the chance to own up 60% of the entire music market and also means you are able to be heavily presented in 13 consecutive music channels and 6 digital radio stations. Rock, Pop and Urban creative means the audience are strongly targeted which is supported by placing the activity in the relevant viewing zones/channels. Dependant on amount of activity bought we can also offer full research at the end of the campaign.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kAdults of 16-34 years of age
16 - 24Female
LocationTimingsMarketing ObjectiveOpportunity Type
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