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Robert Levy's CPG Presentation Success Makers 2010
 

Robert Levy's CPG Presentation Success Makers 2010

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    Robert Levy's CPG Presentation Success Makers 2010 Robert Levy's CPG Presentation Success Makers 2010 Presentation Transcript

    • Best New Product AwardsSuccess Makers Workshop onSocial Media
      February 2010
    • Page 2
      The landscape is evolving… hang on
    • Brand Marketing Issues
      (n=102)
      *Respondents allowed to choose multiple categories
      Source: 5th Annual Marketers Survey
      Top 3 most important issues to Marketers over the next 12 months?
      Ensuring my campaign resonates with and engages my target market – 75% agree
      Ensuring my brand remains well positioned for growth in my category – 73% agree
      Maximizing my marketing ROI – 68% agree
      Which of the following issues are currently most important to you with regards to the brand(s) you work on?
    • Time Spent
      Hours Per week
      Q: In an average week, please indicate how many hours you spend watching, listening, OR interacting with each of the following.
      Source: 2010 BrandSpark Canadian Shopper Study
    • Social Networking Sites
      Q: Are you a member of any of the following online social networks?
      Source: 2010 BrandSpark Canadian Shopper Study
    • Blogs
      Q: Do you read blogs? Do you ever write blogs? (Often/Sometimes)
      Source: 2010 BrandSpark Canadian Shopper Study
    • Media Spending Habits
      (n=102)
      Source: 5th Annual Marketers Survey
      Top 3 spending increases
      Social networking sites (Facebook, twitter, etc)
      Online advertising other than display
      Online display advertising
      Over the next 12 months, do you expect to spend more, spend less, or spend the same amount of your total marketing budget towards the following marketing/media channels and initiatives?
    • Director of Marketing for Yahoo Canada
       
      Found a picture of Max on linked in
      • Headquartered in Toronto, Ontario
      • Leading Internet destination
      • Innovative
      • Visited by more than 16 million Canadians in December, 2009
      • Mobile sites visited by more than 1 million unique mobile users in December, 2009
      Max Tremblay
    • Page 9
      LISTEN ……
      JOIN…..
      AND IMPORTANTLY….
      SHAPE THE CONVERSATIONS
    • Drew Modules
      Page 10
    • Social Media Fit
       
      The real question is how does Social Media fit into your brand strategy framework?
      • When do you need to use it?
      • Against which targets?
      • To complement which other media choices?
      • And how will you measure the impact?
    • Page 12
      BrandSpark Positioning Network - Overview
      Target Consumer
      Consumer Needs
      Why We will Win
      (differentiation)
      +
      Key Consumer Benefit
      “The Elevator Pitch”
      Who is the brand trying to reach?
      • Target Market
      • What are their needs?
      Why does the brand exist?
      • Competitive advantage
      • Key points of differentiation
      • Why is the brand relevant to consumers?
      Brand Character/ Personality
      If the brand was a person, how would she/he be described?
      • The voice, look & feel of the brand
    • TheBrand Health Cascade shows where you losemore/ less of the consumer base than your keycompetitors
      Model Structure
      Identify where consumers fall out (purchase barriers) of the purchase funnel and design strategies targeted at those specific consumers to close the ‘leaky bucket’
      Stage 1
      Stage 2
      Stage 3
      Stage 4
      Stage 5
      Stage 6
      Stage 7
      Consumers drop out of a brand’s purchase funnel at each stage. The key is to identify the volume opportunity that is presented (or being lost) at each stage and prioritize strategies to address them.
      Strongest Predictor of Market Share
      • Apply appropriate communication strategies based on brand strategy objectives
      ILLUSTRATIVE: EXAMPLE DATA
      Awareness
      Consideration
      Familiarity
      Associations
      Quality
      Usage
      Conviction
      Making the Brand Cascade Actionable
      T.V.
      Radio
      Newspaper
      Magazine
      Outdoor
      Direct Mail
      Sponsorship
      Internet Advertising
      Social Media
    • Thank You!