Manoeuvring the Marketing Mix2011 SEMM ForumDecember 2011
Flow for the hour•   Introduction•   Canadian media landscape•   Review of tactical opportunities•   Looking ahead
Who is this guy?•   I’ve been in marketing for almost 20 years•   Done the ‘big’ agency thing and worked for    Nikon and ...
What I’m hoping to achieve this morning1.   Outlines some Canadian specific ‘media’     data2.   Offer insights and sugges...
What’s the biggest issue orconcern you have in yourmarketing and advertisingplanning?
Here’s what’s happening withthe Canadian media landscape
Canadians still consume traditional media
TV is still very persuasive              57.5                                              11.3                           ...
Impact shifts when its a younger audience              54.1                                                               ...
TV and online is where we go for news       45.2                                                                          ...
Online beats TV with the younger demo                                                                         36.9       3...
Teens aren’t watching TV anymore2009 CRTC
What else are we doing
Online, we’re a pretty active bunch
Teens are a little different
We are social beings
Check out the demographics
Teens have their favouritesIMI ConsumerTrack
‘Millennials’ are very much the sameIMI ConsumerTrack
We LOVE facebook            Almost 17 million            Canadians are on2011 Checkfacebook.com
Check out these demographics
Canadians like video too Every month, 71%      of CanadianInternet users visit2011 comScore
We consume a lot
Especially those Millennials
We also like our ‘smart’ phones                     Q4. Do you have a regular cellular phone or do you have a             ...
What do we use them for           Q9. Which of the following activities do you do on your cell phone? (Prompted questions)...
Where’s the money being spent?
Traditional still gets the bucks
However, the shift is online
What format you ask?
Two winners in Display
What does this all mean to thosein the post-secondary category?
Research, re-evaluate and revise•   Recognize that media consumption has changed    –   Are you using the right media chan...
Don’t believe me, ask the OldSpice Guy
A multi-media campaign with results•   Launched early 2010 - just before the Super Bowl•   Over 33 million YouTube views a...
Some suggestions on approachinga ‘new’ advertising plan
Broadcast still has a part to playTV - Spot buys,   Radio – Use the    YouTube – Brandedsingle partner    right station(s)...
Outdoor isn’t just big boardsTransit – Inside,   Digital and mobile       Movies – Captiveexterior and bus    signage – Lo...
Find the right print                       Magazines – Pick                       and own the key                       on...
Online advertising IS effectiveAd networks – Variety offeredwith areas specialization (i.e.Gorilla Nation)Search Engine Ma...
You can ‘sell’ in social mediaContent – campusactivity is content(can’t just be PRmessages)Customize – Look tocustom apps ...
PR is marketingMedia List –     Releases – Promote   Voices – Use facultyCollect a mix of unique activity in   and student...
6 things I’d recommend you do(If you haven’t already)
Get to know and understand       your audience
Be unique.  A lot isgoing on intheir world
Use the RIGHT channels
Ensure the offering or contact  means something to them                    * Word bubble compliments of wordle.net
Stay true to your “brand”(the thing they buy into)
TTATEST       TRACK              ADJUST
Thank yousean@williamsmarketing.cawww.williamsmarketing.ca@swmgrouplinkedin.com/in/seanwillliams
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2011 SEMM Forum Presentation

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Transcript of "2011 SEMM Forum Presentation"

  1. 1. Manoeuvring the Marketing Mix2011 SEMM ForumDecember 2011
  2. 2. Flow for the hour• Introduction• Canadian media landscape• Review of tactical opportunities• Looking ahead
  3. 3. Who is this guy?• I’ve been in marketing for almost 20 years• Done the ‘big’ agency thing and worked for Nikon and Molson in marketing/sales roles• Set up ‘marketing consultancy’ business in 2007• Work within a variety of industries• Higher Education is a big focus within business – Worked for StFX University – Consulted with a US based higher education consulting company for over 2 years – Working for Noel-Levitz (WSS) since Oct. ’10• Work directly with several institutions
  4. 4. What I’m hoping to achieve this morning1. Outlines some Canadian specific ‘media’ data2. Offer insights and suggestions to support recruitment efforts
  5. 5. What’s the biggest issue orconcern you have in yourmarketing and advertisingplanning?
  6. 6. Here’s what’s happening withthe Canadian media landscape
  7. 7. Canadians still consume traditional media
  8. 8. TV is still very persuasive 57.5 11.3 12.6 8.0 4.1 1.4 Television Radio Newspaper Magazines Internet Out of homeQ: Which ONE of the following media carries advertising that you believe to be the most persuasive? Source: BBM Analytics OmniVU May 2011 – Adults 18+
  9. 9. Impact shifts when its a younger audience 54.1 21.2 10.0 9.6 3.7 0.5 Television Radio Newspaper Magazines Internet Out of homeQ: Which ONE of the following media carries advertising that you believe to be the most persuasive? Source: BBM Analytics OmniVU May 2011 – A18-34
  10. 10. TV and online is where we go for news 45.2 22.4 14.3 15.5 0.8 0.0 Television Radio Newspaper Magazines Internet Out of home Q: Which ONE of the following media is your primary source for News? Source: BBM Analytics OmniVU May 2011 – Adults 18+
  11. 11. Online beats TV with the younger demo 36.9 34.7 12.1 13.4 1.1 0.0 Television Radio Newspaper Magazines Internet Out of home Q: Which ONE of the following media is your primary source for News? Source: BBM Analytics OmniVU May 2011 – A18-34
  12. 12. Teens aren’t watching TV anymore2009 CRTC
  13. 13. What else are we doing
  14. 14. Online, we’re a pretty active bunch
  15. 15. Teens are a little different
  16. 16. We are social beings
  17. 17. Check out the demographics
  18. 18. Teens have their favouritesIMI ConsumerTrack
  19. 19. ‘Millennials’ are very much the sameIMI ConsumerTrack
  20. 20. We LOVE facebook Almost 17 million Canadians are on2011 Checkfacebook.com
  21. 21. Check out these demographics
  22. 22. Canadians like video too Every month, 71% of CanadianInternet users visit2011 comScore
  23. 23. We consume a lot
  24. 24. Especially those Millennials
  25. 25. We also like our ‘smart’ phones Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,0032011 Quorus Consulting
  26. 26. What do we use them for Q9. Which of the following activities do you do on your cell phone? (Prompted questions)2011 Quorus Consulting
  27. 27. Where’s the money being spent?
  28. 28. Traditional still gets the bucks
  29. 29. However, the shift is online
  30. 30. What format you ask?
  31. 31. Two winners in Display
  32. 32. What does this all mean to thosein the post-secondary category?
  33. 33. Research, re-evaluate and revise• Recognize that media consumption has changed – Are you using the right media channels that do or could produce results?• While traditional media still works, it has to be used differently – Integrate and link with non-traditional• Get to understand and use the ‘new’ tools that your audience uses to interact with you – They no longer sit still long enough to list to a 30 second message or read a print ad• Look online as a key part of your marketing mix – Your audience lives there
  34. 34. Don’t believe me, ask the OldSpice Guy
  35. 35. A multi-media campaign with results• Launched early 2010 - just before the Super Bowl• Over 33 million YouTube views and 4 billion total impressions• Within 3 months, volume of body wash shot up by 40%• Business now at an all-time high for the brand2011 P&G Annual Report
  36. 36. Some suggestions on approachinga ‘new’ advertising plan
  37. 37. Broadcast still has a part to playTV - Spot buys, Radio – Use the YouTube – Brandedsingle partner right station(s) channel, TV ads andand online and partner images to radio
  38. 38. Outdoor isn’t just big boardsTransit – Inside, Digital and mobile Movies – Captiveexterior and bus signage – Locations in audienceshelters very public locations
  39. 39. Find the right print Magazines – Pick and own the key ones (i.e. Macleans) Community papers – People want hear about local content Dailies – Look to online versions
  40. 40. Online advertising IS effectiveAd networks – Variety offeredwith areas specialization (i.e.Gorilla Nation)Search Engine Marketing –Ads aligned with key wordsusing Google, Bing, etc.Social Media Ads – Facebook,YouTube, LinkedIn, etc.‘Local’ sites – Kijiji, sportsspecific, urban weeklies, etc.
  41. 41. You can ‘sell’ in social mediaContent – campusactivity is content(can’t just be PRmessages)Customize – Look tocustom apps toengage and collectdataAdvocates – Posts byfaculty and studentshave meaning
  42. 42. PR is marketingMedia List – Releases – Promote Voices – Use facultyCollect a mix of unique activity in and students asmedia contacts mix of channels experts (locally andand engage them nationally)
  43. 43. 6 things I’d recommend you do(If you haven’t already)
  44. 44. Get to know and understand your audience
  45. 45. Be unique. A lot isgoing on intheir world
  46. 46. Use the RIGHT channels
  47. 47. Ensure the offering or contact means something to them * Word bubble compliments of wordle.net
  48. 48. Stay true to your “brand”(the thing they buy into)
  49. 49. TTATEST TRACK ADJUST
  50. 50. Thank yousean@williamsmarketing.cawww.williamsmarketing.ca@swmgrouplinkedin.com/in/seanwillliams
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