Robert Levy's CPG Presentation Success Makers 2010Presentation 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
Visited by more than 16 million Canadians in December, 2009
Mobile sites visited by more than 1 million unique mobile users in December, 2009
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?
What are their needs?
Why does the brand exist?
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