0
ative
                                                                  Cre ting
                                         ...
BUT WHAT TO CUT?
Creative Marketing
in a Downturn Economy
DON’T PANIC



   Cut only what you
   canʼt measure.




1
The biggest shift in a downturn is towards
accountable media this typically means a greater spend


ONLINE
The world has changed faster than marketing...




                                                                       ...
agile
87%
 of home buyers and sellers
 search online for a home.



                              shifts to the web
Expose & explain
    your brands & products
    value for money.



2
rendre les screensots +
sexys dans tout le doc
Low cost trial
Right now, buy or lease
  any new Hyundai, and if in the
 next year you lose your income,
             weʼll let you retur...
Leverage
       your competitorʼs




3
    investments.
5200 free flights
to New-York
"It has always been Virgin's policy to encourage you
to fly to London for as little as possible.
So on June 10, we encourag...
When F.W. Woolworth opened its first store, an established retailer hung out a sign:




                                  ...
Woolworth responded:




                       Established a Week Ago.
                       No Old Stock
50,000.0




25,000.0




       0


                                                                              Juil 20...
Measure, Optimize
    Measure, Optimize
     Measure, Optimize
     Measure, Optimize




4
      Measure, Optimize
      ...
Get the low
    hanging fruits
    (customers) first.




5
Imagine,
a Starbucks app
that would geo-localize
the nearest café
and would let you order
your drink and pre-pay
before pi...
Build and leverage
your ambassadorʼs
network.




6
If youʼre still doubting.....
...letʼs have a look at the share of adults on social networks



            100




              50                    ...
32.7% of Canadians use Facebook
                                                                                      % ra...
Nationwide
 Calls in 1 day :




16,967
Donʼt just entertain




7
Social Technographics Ladder


                                                                                       50%
...
1,000,000
Status Updates
on CNN Live
with Facebook
During Obama
Inauguration
More than

6,000
Facebook members had
already entered a BMW
contest in a week
hv
IT PAYS !
Bath & Body Worksʼ reviewers become more frequent customers


                                     Order per con...
HP brings photo printing to the iphone
Brand Platforms




                           10%
                                 Site
                                 ...
In two years


               90%
               of all Sony products will connect to the
               Internet, Howard ...
And make sure
you listen to your
customers!




8
The AC power
 adapter type
    cannot be
  determined.
I will be glad
to dispatch you
    one myself.
Build
trust & confidence
through




9
clarity & transparency.
Escape from
 the middle




10
In difficult economic times,
every dollar matters

If your product isnʼt extraordinary,
your customers will be more likely
...
Innovation is not
a good-time-only exercise
Launched in 1933, this new Miracle Whip
had instant appeal to Depression-weary...
Innovation
is a good cost
By 1997, 49% of Giletteʼs sales
came from new products launched
in the previous five years.




D...
A lot of companies have
chosen to downsize.
We chose a different path.
(Steve Jobs)

Innovating (even through recession),
...
Move fast!




11
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
TheTrendwatch #09
Upcoming SlideShare
Loading in...5
×

TheTrendwatch #09

662

Published on

More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
662
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
34
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "TheTrendwatch #09"

  1. 1. ative Cre ting M arke urn wnt y a Do onom in Ec © FullSIX Inc. | 102 N6th Street, BROOKLYN NY 11211 | www.fullsix.us
  2. 2. BUT WHAT TO CUT?
  3. 3. Creative Marketing in a Downturn Economy
  4. 4. DON’T PANIC Cut only what you canʼt measure. 1
  5. 5. The biggest shift in a downturn is towards accountable media this typically means a greater spend ONLINE
  6. 6. The world has changed faster than marketing... 40 35 30 25 20 15 TV Newspapers 10 Radio 5 Magazines 0 Internet Ad money Time spent by consumers Influences brand/product choice
  7. 7. agile
  8. 8. 87% of home buyers and sellers search online for a home. shifts to the web
  9. 9. Expose & explain your brands & products value for money. 2
  10. 10. rendre les screensots + sexys dans tout le doc
  11. 11. Low cost trial
  12. 12. Right now, buy or lease any new Hyundai, and if in the next year you lose your income, weʼll let you return it. Thatʼs the Hyundai Assurance.
  13. 13. Leverage your competitorʼs 3 investments.
  14. 14. 5200 free flights to New-York
  15. 15. "It has always been Virgin's policy to encourage you to fly to London for as little as possible. So on June 10, we encourage you to fly British Airways. As for the rest of the year, we look forward to seeing you aboard Virgin Atlantic. For the best service possible. At the lowest possible fare."
  16. 16. When F.W. Woolworth opened its first store, an established retailer hung out a sign: Doing Business in This Same Spot for Over Fifty Years.
  17. 17. Woolworth responded: Established a Week Ago. No Old Stock
  18. 18. 50,000.0 25,000.0 0 Juil 2008 I I Oct 2008 I April 2008 I I I I Jan 2008 I Lave linge vapeur (searched keyword : Steam wash machine) Lave linge y (searched keyword : Whirlpool wash machine) Lave linge x (searched keyword : LG wash machine)
  19. 19. Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize 4 Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize Measure, Optimize ....
  20. 20. Get the low hanging fruits (customers) first. 5
  21. 21. Imagine, a Starbucks app that would geo-localize the nearest café and would let you order your drink and pre-pay before picking it up!
  22. 22. Build and leverage your ambassadorʼs network. 6
  23. 23. If youʼre still doubting.....
  24. 24. ...letʼs have a look at the share of adults on social networks 100 50 35% 8% déc. 2008 août 2008 0 mai 2008 août 2006 sept. 2005 février 2005 US people
  25. 25. 32.7% of Canadians use Facebook % ranking of Facebook % Facebook Country country population market 30/12/2008 users penetration Canada 10 862 040 33 212 696 32.7 1 Denmark 1 776 260 5 484 723 32.4 2 Norway 1 456 140 4 644 457 31.4 3 Chile 4 153 020 16 454 143 25.2 4 UK 14 937 810 60 943 912 24.5 5 Honk Kong 1 458 520 7 018 636 20.8 6 Australia 4 330 040 21 007 310 20.6 7 Sweden 1 696 700 9 045 389 18.8 8 Belgium 1 655 940 10 403 951 15.9 9 Switzerland 1 122 900 7 581 520 14.8 10 USA 42 078 960 303 824 640 13.8 11 Turkey 7 394 340 71 892 808 10.3 12 France 6 587 240 64 057 792 10.3 13 Italy 5 585 700 58 145 320 9.6 14 Colombie 3 632 760 45 013 672 8.1 15 Venezuela 1 874 220 26 414 816 7.1 16 Spain 2 596 080 40 491 052 6.4 17 Argentina 2 255 300 40 482 000 5.6 18 Germany 1 255 300 82 369 552 1.5 19 Mexico 1 440 640 109 955 400 1.3 20 India 1 071 280 1 147 995 904 0.1 21 140 000 000 6 706 993 152 2.1 total Facebook users world population % of worldwide population using Facebook worldwide
  26. 26. Nationwide Calls in 1 day : 16,967
  27. 27. Donʼt just entertain 7
  28. 28. Social Technographics Ladder 50% 48% 25% 18% 25% Creator s Critics Spectat ors Base: US online adult Source: Forrester Q2 2007 - Social Technographics Survey
  29. 29. 1,000,000 Status Updates on CNN Live with Facebook During Obama Inauguration
  30. 30. More than 6,000 Facebook members had already entered a BMW contest in a week
  31. 31. hv
  32. 32. IT PAYS ! Bath & Body Worksʼ reviewers become more frequent customers Order per consumer 3.0 7% 2.5 2.0 1.5 1.0 0.5 Non reviewers Reviewers Before reviews After reviews
  33. 33. HP brings photo printing to the iphone
  34. 34. Brand Platforms 10% Site 47% +153% Outside in the last 9 months 53% Base: US online adult Source: Universal McCann
  35. 35. In two years 90% of all Sony products will connect to the Internet, Howard Stringer, the chief executive of Sony, predicted
  36. 36. And make sure you listen to your customers! 8
  37. 37. The AC power adapter type cannot be determined.
  38. 38. I will be glad to dispatch you one myself.
  39. 39. Build trust & confidence through 9 clarity & transparency.
  40. 40. Escape from the middle 10
  41. 41. In difficult economic times, every dollar matters If your product isnʼt extraordinary, your customers will be more likely to delay purchasing it
  42. 42. Innovation is not a good-time-only exercise Launched in 1933, this new Miracle Whip had instant appeal to Depression-weary consumers: at the end of its introductory period, Kraft Miracle Whip was outselling all other brands of dressing and mayonnaise Depression time case history - 1930
  43. 43. Innovation is a good cost By 1997, 49% of Giletteʼs sales came from new products launched in the previous five years. Depression time case history - 1990
  44. 44. A lot of companies have chosen to downsize. We chose a different path. (Steve Jobs) Innovating (even through recession), Apple has not only kept its pipeline robust, but – more importantly – it has remained in front of its customers. Depression time case history - 2000
  45. 45. Move fast! 11
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×