Marketing In An Economic Downturn by Regalix Inc - Feb 4, 2009

Presenter – Anurag Chandra © 2009 Confidential | Think Innovation Managing Director, Galleon Crossover Fund, 2007-2008 Managing Director, Lighthouse Capital Partners, 2001-2007 VP of Business and Corporate Development, Intraspect Software (ran marketing on a interim basis) 2000-2001 VP of Finance, netDialog 1998-2000

Managing Director, Galleon Crossover Fund, 2007-2008

Managing Director, Lighthouse Capital Partners, 2001-2007

VP of Business and Corporate Development, Intraspect Software (ran marketing on a interim basis) 2000-2001

VP of Finance, netDialog 1998-2000

Presenter – Brendan Farnell © 2009 Confidential | Think Innovation Group Account Director at Regalix Inc. Extensive experience in brand marketing and lead generation, with special emphasis on the digital marketing industry. Managed creative and strategic teams at global agencies Ogilvy, and Hill & Knowlton, helping grow brands like Hewlett-Packard, Sprint and Covad Managed own interactive marketing business

Group Account Director at Regalix Inc.

Extensive experience in brand marketing and lead generation, with special emphasis on the digital marketing industry.

Managed creative and strategic teams at global agencies Ogilvy, and Hill & Knowlton, helping grow brands like Hewlett-Packard, Sprint and Covad

Managed own interactive marketing business

Agenda © 2009 Confidential | Think Innovation Introduction Marketing in a Recession Case Studies of companies who made a difference

Introduction

Marketing in a Recession

Case Studies of companies who made a difference

Recession: What It Means For Marketers © 2009 Confidential | Think Innovation Slowdown in growth means slowdown in spend Flat growth companies: Deep cuts in program, personnel and media Growth companies: Reduction in ambitions due to recessionary climate Marketing discretionary spending reduced Marketing one of the 1 st areas to be affected Innovation within companies on hold All ‘nice to have’ on hold and must have in question Investor and Management pressure Marketing is visible spending Program and media costs reduced since it doesn’t affect personnel immediately

Slowdown in growth means slowdown in spend

Flat growth companies: Deep cuts in program, personnel and media

Growth companies: Reduction in ambitions due to recessionary climate

Marketing discretionary spending reduced

Marketing one of the 1 st areas to be affected

Innovation within companies on hold

All ‘nice to have’ on hold and must have in question

Investor and Management pressure

Marketing is visible spending

Program and media costs reduced since it doesn’t affect personnel immediately

Recession: What It Means For Marketers Tactically Elimination of high spend marketing activities Events, trade shows and promotions Analyst costs Online Spend on search engines and industry media Greater emphasis on return on marketing investment ROI to be proven and spend to be analyzed deeply Proven programs will survive Reactionary mode Possible elimination of marketing personnel/programs mid course without waiting to see the long term benefits © 2009 Confidential | Think Innovation

Elimination of high spend marketing activities

Events, trade shows and promotions

Analyst costs

Online Spend on search engines and industry media

Greater emphasis on return on marketing investment

ROI to be proven and spend to be analyzed deeply

Proven programs will survive

Reactionary mode

Possible elimination of marketing personnel/programs mid course without waiting to see the long term benefits

Reaction From Business Professionals Source: AMA Downturn Economic Survey Report, May 2008 © 2009 Confidential | Think Innovation Halt or Reduce Spending on Key Marketing Initiatives Focus on short-term tactics Stick to status quo Adopt marketing strategies of other organizations Not being sensitive to competitive threats Don’t know

Halt or Reduce Spending on Key Marketing Initiatives

Focus on short-term tactics

Stick to status quo

Adopt marketing strategies

of other organizations

Not being sensitive to

competitive threats

Don’t know

What's Wrong With This Picture It’s a vicious cycle © 2009 Confidential | Think Innovation

It’s a vicious cycle

© 2009 Confidential | Think Innovation Marketing Cycle In The Recession Vicious Cycle Low Consumer & Business Spending Decreased Sales Reduced Outreach Reduced Marketing Budget Less Advertising Dollars

What To Do In This Downturn – More With Less © 2009 Confidential | Think Innovation Smart Marketing Monitor Analytics Refocus on investments High leverage External intelligence Efficient branding Partner with Experts

Case Studies © 2009 Confidential | Think Innovation

Expanding in Emerging Markets Consumer Electronics Company (Top 5 brands globally) © 2009 Confidential | Think Innovation Business problem Test launch in a new country Late entrants into a competitive market Solution Leverage existing brand in strong markets. Selecting efficient channels Social Media Marketing Search Engine Marketing Viral Campaign Results Validated market entry strategy to leverage future growth

Business problem

Test launch in a new country

Late entrants into a competitive market

Solution

Leverage existing brand in strong markets.

Selecting efficient channels

Social Media Marketing

Search Engine Marketing

Viral Campaign

Results

Validated market entry strategy to leverage future growth

Increase Brand and Reach Through Innovation Mid – Tier GRC Enterprise Software Company © 2009 Confidential | Think Innovation Business problem Fragmented marketplace Larger established vendors entering the market. Solution Consolidated the marketplace and established thought leadership Continuous customer contact program Create loyalty through transactions early in the sales process Results Launched in three months Launched corporate.complianceonline.com in one month, white-labeled by NASDAQ Largest compliance portal in the world – 2M users Half of the enterprise sales originated on ComplianceOnline Revenues from the portal makes it self sustaining

Business problem

Fragmented marketplace

Larger established vendors entering the market.

Solution

Consolidated the marketplace and established thought leadership

Continuous customer contact program

Create loyalty through transactions early in the sales process

Results

Launched in three months

Launched corporate.complianceonline.com in one month, white-labeled by NASDAQ

Largest compliance portal in the world – 2M users

Half of the enterprise sales originated on ComplianceOnline

Revenues from the portal makes it self sustaining

The Power Of Intelligence One of the largest Global consumer banks © 2009 Confidential | Think Innovation Business problem Brand dilution due to hyperactive competition in local markets Stagnant and under-performing product line Solution Create micro-targeted campaigns localized in different markets Determine value of customer through closed loop analytics Results Increased market share in some localized markets. Online lead generation increased by 400% over a 6 month period

Business problem

Brand dilution due to hyperactive competition in local markets

Stagnant and under-performing product line

Solution

Create micro-targeted campaigns localized in different markets

Determine value of customer through closed loop analytics

Results

Increased market share in some localized markets.

Online lead generation increased by 400% over a 6 month period

Smart Marketing © 2009 Confidential | Think Innovation Smart Marketing Monitor analytics Refocus on your investments High leverage External intelligence Efficient branding Partner with Experts

About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition © 2009 confidential | Think Innovation

Forefront of Online Marketing, Research and Web 2.0 portals

Multi-disciplinary Leadership Team

Fortune 500 and Venture-Backed Customers (B2B and B2C)

Global Operations: HQ in Silicon Valley, 4 Offices

150+ Team, Built on 8+ years of research

Recognition

Thank You! Learn more about Regalix at: www.regalix.com Contact: Brendan Farnell Director, Group Account Email: [email_address]

Learn more about Regalix at:

www.regalix.com

Contact:

Brendan Farnell

Director, Group Account

Email: [email_address]