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Cristopher Levy

Platform Allocation: Key to Consumer Show Promotion

Cristopher Levy Consumer - 04/09/2013-16:00 PM


Based on my experience planning and buying millions of dollars in advertising for events, and seeing the results first hand, platform allocation—the share of dollars invested across various media platforms like newspaper, radio, TV, outdoor, digital, etc.—is the most important driver of campaign performance.

It defines who sees your messages and the size of the advertising package you deliver to them. If you get this wrong, no follow-on media buy variables (i.e. rates, placement, timing, etc.) will make much of a difference.

If you want the best results—as many attendees as possible—make sure your platform allocation syncs with the current media habits of your target audience.

Don't over-focus on "getting the best deal." Yes, that is important, but it is secondary to platform allocation. Who cares that you got a great rate on an ad purchase if you are not efficiently reaching your target set with the right media mix?

Another error to watch out for is "shiny object syndrome”—chasing the newest, coolest media. It can kill your ROI through misallocation of dollars. You need to stay on top of the latest media, but don't outrun your audience.

At the same time, if you are afraid to move out of your comfort zone and continue to invest in legacy media strategies that are now underperforming digital media, you will also hurt your ROI.

Platform allocation also affects your ability to achieve optimum reach and frequency. If you spend your dollars across too many platforms, your media buy will be spread too thin to achieve the necessary frequency to move the needle. On the other hand, if you concentrate your dollars too tightly, you will overspend on certain targets, while failing to reach other potential pools of attendees.

Finally, platform allocation can help you balance risk and reward in your media buys through diversification, especially beneficial as you spend more and more money in new digital media.



Cristopher Levy

Want to Increase Your Facebook Community? Leverage that 'Like' Button

Cristopher Levy Audience Development - 08/27/2010-14:07 PM

We analyze lots of show Web sites from around the world, and see a great divide between the strong and weak Facebook integrations. Oftentimes, simple, free and easy-to-execute tactics to increase Facebook community members are not employed.

One of these is the Like button. For those of you who don't know what this is, here's Facebook's description: "The Like button lets a user share your content with friends on Facebook. When the user clicks the Like button on your site, a story appears in the user's friends' News Feed with a link back to your website."

The Like button is a key driver of Facebook's social marketing value proposition for Facebook Page owners so you should certainly consider using it. If you are already using it but not strategically placing it, you are not going to be able to maximize the number of your Web visitors joining your Facebook community. Apply basic marketing tactics here such as research (i.e., see how others are employing the Like button), placement, repetition, testing and optimizing to get the most out of the Like button.

Facebook published data on its Developer Blog on July 26, 2010 based on its recent independent analysis of the 100 top media sites integrated with social plugins that you should review as well. Though Facebook indicates these are early findings, they should still be of use to you.

"Websites experienced 3-5x greater click-through rates on the Like button when they implemented the version that includes thumbnails of friends, enabled users to add comments (which 70% of top performing sites did), and placed the Like button at the top and bottom of articles and near visually exciting content like videos and graphics," according to Facebook.