What is the EAST model?
The EAST model is a media planning and buying model that stands for Easy, Attractive, Social, and Timely. It was developed by Tom Ewing, a senior director at Kantar, a data and insights consultancy. The model is based on the principles of behavioural economics and psychology, which suggest that people's behaviour is influenced by the context in which they make decisions.
How do we use the EAST model in media planning and buying?
The EAST model is used in media planning and buying to help media planners and buyers, like us, create more effective campaigns that are more likely to influence consumer behaviour. Here is how each element of the model is applied:
- Easy: The Easy element of the model suggests that media planners and buyers should make it as easy as possible for consumers to take the desired action. This could mean using clear and simple messaging, providing a clear call-to-action, and making the process of taking the desired action as simple as possible.
- Attractive: The Attractive element of the model suggests that we should make the campaign as attractive as possible to the target audience. This could mean using engaging visuals or creative messaging that resonates with the target audience.
- Social: The Social element of the model suggests that media planners and buyers should tap into the power of social influence. This could mean using social proof, such as testimonials or user-generated content, to show that other people are taking the desired action.
- Timely: The Timely element of the model suggests that we should time the campaign to coincide with when the target audience is most likely to take the desired action. This could mean running the campaign during a particular season or at a time when the target audience is most likely to be in a particular mindset.
By applying the EAST model, we can create campaigns that are more likely to influence consumer behaviour. The model can be used across various media channels, including TV, radio, digital, and print.
By focusing on making a campaign easy, attractive, social, and timely, we can create more effective campaigns for our clients that are more likely to influence consumer behaviour.
When used in combination with other media planning and buying models and frameworks, such as the AIDA model, PESO model or the OASIS model, EAST can help create a comprehensive media plan that delivers results.