Collected Marketing Stories

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  • They say that every passion lasts for five years. That important projects, visions and big ideas can grow up during the five-year periods, and move to the next level. Even the big hippie revolution here hasn’t really been exception.
  • And it was five years ago when the real internet marketing emerged in our region. There was a first group of big bloggers, the first big internet campaigns. Well-known buzzword Web 2.0 came from abroad and first news said that internet advertising starts to attack traditional mediatypes. At about this time, first people started to claim themselves internet marketing gurus. In Slovakia, it was me, and in Hungary, Tamás and some other friends and colleagues of mine, some of them sitting in the room with us today.
  • At that time, we at Etarget have been talking a lot about new Internet revolution. We covered various topics, and Tamás even co- authored the book on internet marketing. We have been active in explaining the technology revolution and what it brings to market. Than, at some point around 2008, we had quite enough. There have been many people talking about online, and it made sense to focus on developing new features at Etarget and stuff like this, not to talk, but do. We thought - or better to say, I thought - that we will never talk about this topic any more. Well, never say never. I think it is the time to talk came again. But this time, we will talk on very different topic.
  • Internet marketing got stuck in 2008. People talk about media channels, they know everything about Twitter, Facebook, etc... They focus on sexinness instead of effectiveness.
  • I dont really like this technology circus. I would like to take one step back, to the past, because that is also direction where progress can go from time to time. Internet marketing can move only if we understand the past, honor other fields of knowledge, and appreciate the tradition.
  • So, this is the idea that is pressing us at Etarget these days. And we have been thinking, what can we do about it? We decided to make the first step in the form of the blog and newsletter.
  • We already picked the name for the blog - it will be called Reklámtorta, the same as the name of the workshop. It will try to link the Internet with real life. It will try to see through technology and look at principles behind It.
  • T here are too many hype bloggers out there, so we will try not to be hype. Our aim is not attracting eyeballs, but to persuade and promote change. Hype was good to shake the market couple of years ago, but today, it shouts too much and covers what is really important.
  • Reklámtorta project is in the development phase, almost ready to launch. We wrote many articles in advance, have the processing ready. We will cover the basics without which no technology can survive. We think that 2010 will be the year when we finally link the seemingly contradictory worlds of old and new media. Year 2010 will be the end of the period when you could be called internet marketers and digital agency. You will no longer compete with buzzwords you know, you will compete in the efficiency of ideas and quality of execution.
  • We hope that this way, we can close the first five years of internet marketing and move to the new world, where everything is connected again. And here we came to the purpose of the workshop. Lets make the deal. Today, 20 of you here will have exclusive access to the topics we would like to write about. I will tell you the stories about marketing which I hope will help you in your everyday efforts as marketer. What I would like to kindly ask you in return would be this: you will become my focus group, my test group which would tell me which articles you like, what does your day of marketer consist of and what are your biggest challenges. The aim of the workshop is to make your life of marketer easier, and on the other hand, in return, make our life easier while writing the articles, so we know what you are facing.
  • 1. First, I will make introduction of Etarget (last time I was here some people said I should not focus on you so much and sell something as well, so here I am, selling Etarget). No, seriously, I promise it wont be long and I hope it will give you better idea of what are we talking today. 2. Second, I will show you some tips and tricks on how to stay sane, have fun at work and understand marketing and your customers. These tips will be applied on the day of the marketer, from the moment he wakes up in the morning, till the moment he gets to bed. 3. And at the end, we will have the round of question. I will actually do kind of inverse workshop - you will not ask me, I will ask you about your day as a marketer. And you will tell me about the things you experience, things that steal your sleep.
  • So, here is the introduction:
  • Najprv si však povedzme čosi o firme, pre ktorú pracujem. Pomôže vám to pochopiť lepšie ukážky, ktoré vám dám neskôr.
  • ..ceentrálnym bodom tejto reklamnej siete. V Etargete, na www.etarget.hr, si skrátka môžete zadávať reklamu, ktorá sa objaví napríklad na ...
  • ...stránkach ako 24sata, Net.hr, Index.hr, Tportal. Oglasnik....
  • ...stránkach ako 24sata, Net.hr, Index.hr, Tportal. Oglasnik....
  • Dobrý deň, moje meno je Martina Dobrota a pracujem pre spoločnosť Etarget. Dnes vám priblížim možnosti, ako lacno a účinne inzerovať na chorvátskom internete, ako prilákať ľudí na svoje stránky.
  • Ak si v Etargete zadáte reklamu, urobíme nasledovné: Každý deň prejdeme chorvátsky internet a identifikujeme miesta, kde sú internetoví surferi a veci, ktoré čítajú. Z nich vyberieme skupinu, ktorá je vhodná pre vás. Ak predávate športové potreby, bude to napríklad skupina ľudí, ktorí čítajú o športe. 3. Tých, ktorých vaša reklama oslovila, privedieme na vašu webstránku.  
  • Ak si v Etargete zadáte reklamu, urobíme nasledovné: Každý deň prejdeme chorvátsky internet a identifikujeme miesta, kde sú internetoví surferi a veci, ktoré čítajú. Z nich vyberieme skupinu, ktorá je vhodná pre vás. Ak predávate športové potreby, bude to napríklad skupina ľudí, ktorí čítajú o športe. 3. Tých, ktorých vaša reklama oslovila, privedieme na vašu webstránku.  
  • Ak si v Etargete zadáte reklamu, urobíme nasledovné: Každý deň prejdeme chorvátsky internet a identifikujeme miesta, kde sú internetoví surferi a veci, ktoré čítajú. Z nich vyberieme skupinu, ktorá je vhodná pre vás. Ak predávate športové potreby, bude to napríklad skupina ľudí, ktorí čítajú o športe. 3. Tých, ktorých vaša reklama oslovila, privedieme na vašu webstránku.  
  • Ak si v Etargete zadáte reklamu, urobíme nasledovné: Každý deň prejdeme chorvátsky internet a identifikujeme miesta, kde sú internetoví surferi a veci, ktoré čítajú. Z nich vyberieme skupinu, ktorá je vhodná pre vás. Ak predávate športové potreby, bude to napríklad skupina ľudí, ktorí čítajú o športe. 3. Tých, ktorých vaša reklama oslovila, privedieme na vašu webstránku.  
  • Reklama Etarget – vaša reklama v Etargete, ak sa ho rozhodnete vyskúšať – sa bude zobrazovať internetovým surferom cielene podľa obsahu článku a záujmov čitateľov. To znamen á, že ak máte produkt pre podnikateľov, vďaka Etargetu sa zobrazí vaša reklama pri článkoch určených pre podnikatelov.
  • Ak máte produkt pre ženy v aktívnom veku, zobrazí sa vďaka Etargetu váš odkaz na ženských stránkach.
  • Ak ak máte produkt pre športovcov, ukážeme produkt športovcom na chorvátskom internete. Schválne tu ukazujem dva rôzne typy športov, pretože tak Etarget funguje. Ak sú vašimi zákazníkmi plavci, pretože predávate športové plavky, nájdete ich aj pri článkoch o lyžovaní – lebo sú fanúšikmi väčšieho množstva športov. Takto teda funguje Etarget.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ľudia, ktorí si chcú produkt kúpiť 2. Ľudia, ktorí sa o produkt zaujímajú, no nechcú ho teraz kúpiť 3. Ľudia, ktorí si na základe textu reklamy mysleli, že ich produkt zaujíma, ale na stránke inzerenta zistili, že stránka ponúka niečo iné a ihneď odchádzajú.
  • Ok, so lets move to the other part of our workshop today, the day of the marketer. I think the most important thing that every marketer should answer, right when he wakes up in the morning, should be: why do you exist? What is your purpose, spam people, feed them unhealthy food, market noisy cars, sell freakingly expensive clothes? I think the first and the foremost thing why every marketer exist is this: (You know, articles at Reklámtorta will sometimes be very short, so short I can actually put them in one slide.)
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • When the day at the office ends, sometimes, you look behind your shoulder and see the day full of mistakes, full of ideas that didnt really fire the right way. I think that most of the time, this is good thing. When I am starting new thing, moving things further at fast pace, the same thing happens over and over. And I think it is the best thing in the world that can happen. It happens to everyone that starts anything or tries to Do you wanna know what the thing is? You suck. You suck and it is the best thing you can do in the world, because it this the sign that you are advancing.
  • When the day at the office ends, sometimes, you look behind your shoulder and see the day full of mistakes, full of ideas that didnt really fire the right way. I think that most of the time, this is good thing. When I am starting new thing, moving things further at fast pace, the same thing happens over and over. And I think it is the best thing in the world that can happen. It happens to everyone that starts anything or tries to Do you wanna know what the thing is? You suck. You suck and it is the best thing you can do in the world, because it this the sign that you are advancing.
  • When the day at the office ends, sometimes, you look behind your shoulder and see the day full of mistakes, full of ideas that didnt really fire the right way. I think that most of the time, this is good thing. When I am starting new thing, moving things further at fast pace, the same thing happens over and over. And I think it is the best thing in the world that can happen. It happens to everyone that starts anything or tries to Do you wanna know what the thing is? You suck. You suck and it is the best thing you can do in the world, because it this the sign that you are advancing.
  • You can spend your own money on yourself. When you do that, why then you really watch out what you’re doing, and you try to get the most for your money. You can spend your own money on somebody else. For example, I buy a birthday present for someone. Well, then I’m not so careful about the content of the present, but I’m very careful about the cost. I can spend somebody else’s money on myself. And if I spend somebody else’s money on myself, then I’m sure going to have a good lunch! I can spend somebody else’s money on somebody else. And if I spend somebody else’s money on somebody else, I’m not
  • You can spend your own money on yourself. When you do that, why then you really watch out what you’re doing, and you try to get the most for your money.
  • You can spend your own money on somebody else. For example, I buy a birthday present for someone. Well, then I’m not so careful about the content of the present, but I’m very careful about the
  • I can spend somebody else’s money on myself. And if I spend somebody else’s money on myself, then I’m sure going to have a good lunch!
  • I can spend somebody else’s money on myself. And if I spend somebody else’s money on myself, then I’m sure going to have a good lunch!
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • In the current environment it is essential that we cut costs rather than meaning. Our customers will be cutting costs not meaning. For example if you can't afford a pair of nice leather shoes, you don't buy plastic ones. You're more likely to shift meaning and buy sneakers. Post recession consumers don't want to feel poor. Cut costs not meanings. People want to buy feelings and feel good about their purchases.
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • SECOND ARTICLE Reputation of marketing. Since the most marketers I know are exhibicionists and extroverts, marketing can be sometimes very frustrating thing. Many times, it has bad reputation, and the reason behind is simple: marketing has a bad reputation is that good marketing often goes unnoticed. When a marketer presents us with a timely and valuable product or service we can really use we don’t think of it as marketing because we’re too busy enjoying the fruits of their labor. So, these are the things you should know everyday you wakeup: you exist to identify customers, keep customers and satisfy customers. And when you do it good, nobody notices it. You are valuable shadow behind every company.
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • 1 Relax with a finger in the nose When you breathe through the left nostrils, your nervous system to soothe. If you breathe through the right, you pick it. Suppose now you need to relax more: 1. Strčte your index finger right hand to right nostrils. 2. Close your mouth and Breathe through your nostrils left 30 times. Very deep and very slowly. 3. This causes changes in your body. The pitch. Do it. Now. Relax your language
  • If your day is very hectic or you cant make yoursefl move, here is two quick tips. limits, while slowly attracting a narcotic scent weekend. Let us imagine two quick tips for relaxing office.
  • "Keď sa niekto modlí za ...., myslíte si, že mu Boh dá .... alebo mu dá príležitosť uskutočniť ....?" Do you think that when you pray for..., God will give you .... or the opportunity to do ... ?
  • Ok, so lets move to the other part of our workshop today, the day of the marketer. I think the most important thing that every marketer should answer, right when he wakes up in the morning, should be: why do you exist? What is your purpose, spam people, feed them unhealthy food, market noisy cars, sell freakingly expensive clothes? I think the first and the foremost thing why every marketer exist is this: (You know, articles at Reklámtorta will sometimes be very short, so short I can actually put them in one slide.)
  • Collected Marketing Stories

    1. 4. sexy is not effective
    2. 6. Learn from dead genius .
    3. 7. reklámtorta
    4. 8. reklámtorta = no hype back to basics
    5. 10. today: you get my stories I get your stories
    6. 11. <ul><li>What is Etarget </li></ul><ul><li>My eleven stories </li></ul><ul><li>Your stories </li></ul>
    7. 12. <ul><li>What is Etarget </li></ul><ul><li>My nine stories </li></ul><ul><li>Your stories </li></ul>
    8. 13. www.etarget.hu
    9. 14. www.etarget.hu
    10. 15. iWiW Index Origo Portfolio www.etarget.hu
    11. 16. iWiW Index Origo Portfolio 1 5 00 www.etarget.hu
    12. 17. Etarget in numbers: 90% reach, internet population HU (Gemius) 200 millions of ads displayed daily (HU) 20 000 clients (ALL)
    13. 19. <ul><li>Every third Hungarian </li></ul>2. Your potential market 3. Your most promising customers
    14. 20.  <ul><li>Every third Hungarian </li></ul>2. Your potential market 3. Your most promising customers
    15. 21. <ul><li>Every third Hungarian </li></ul>2. Your potential market 3. Your most promising customers
    16. 22. $ <ul><li>Every third Hungarian </li></ul>2. Your potential market 3. Your most promising customers
    17. 23.   Product for entrepreneurs Articles for entrepreneurs
    18. 24.   Product for women Article for women
    19. 25. Š ‡ Product for sportsmen Article for sportsmen
    20. 26. 1. Those who search. Wanna buy right here, right now. 2. Those who do not search. They buy if you explain. Who can you reach online?
    21. 27. 1. Those who search. Wanna buy right here, right now. 2. Those who do not search. They buy if you explain. Who can you reach online? search 4% of customers
    22. 28. 1. Those who search. Wanna buy right here, right now. 2. Those who do not search. They buy if you explain. Who can you reach online? search 4% of customers
    23. 29. 1. Those who search. Wanna buy right here, right now. 2. Those who do not search. They buy if you explain. Who can you reach online? search 4% of customers context 80% of customers
    24. 30. <ul><li>How do you sell online? </li></ul><ul><li>1. You write ad. </li></ul><ul><li>You have good website. </li></ul><ul><li>You repeat the message. </li></ul>
    25. 31. <ul><li>How do you sell online? </li></ul><ul><li>0. </li></ul><ul><li>You know who you are. </li></ul><ul><li>You know your customers. </li></ul><ul><li>You know how to manage your team. </li></ul><ul><li>1. You write ad. </li></ul><ul><li>You have good website. </li></ul><ul><li>You repeat the message. </li></ul>
    26. 32. <ul><li>What is Etarget </li></ul><ul><li>My nine stories </li></ul><ul><li>Your stories </li></ul>
    27. 33. 1. Know how to set goals and achieve them
    28. 41. 2. It is OK to suck
    29. 42. Remember the first time you...
    30. 43. Remember the first time you... ...used computer? ...drove car? ...cooked that new meal?
    31. 44. Remember the first time you... ...used computer ...drove car ...cooked that new meal You sucked.
    32. 45. I sucked. And made progress.
    33. 46. 3. Learn how you spend money It is the way your customers spend money, too.
    34. 47.
    35. 48.  
    36. 49.
    37. 50.  
    38. 51. Remember this when you meet your customers. Whose money does he spend? On who?
    39. 52. 4. Cut cost not meaning
    40. 53. You dont buy plastic shoes instead of leather. You buy sneakers.
    41. 54. 5. Listen to them
    42. 55. exercise: make pairs 2 minutes per person speak about product that you love shut up and listen
    43. 56. 6. Know your competitors
    44. 57. Who is the biggest competitor of Etarget?
    45. 58. Who is the biggest competitor of Etarget?
    46. 59. Most of the time, we are on the same side.
    47. 60. Partner those that are on your side. Those that push in the same direction.
    48. 61. Partner those that are on your side. Those that push in the same direction. Fight opposite direction. Fight status quo.
    49. 62. If someone is too big for fight, partner it, too.
    50. 63. (We fight print , outdoor and radio . We partner internet and TV .)
    51. 64. 7. Cope with frustration
    52. 65. Good marketing goes unnoticed. We dont think that timely and valuable product is marketing. Yet it is.
    53. 66. 8. Relax is essential
    54. 67. Put your finger in the nose
    55. 68. Put your finger in the nose Frank Zappa did it.
    56. 69. Queen Elisabeth did it too.
    57. 70. Queen Elisabeth did it too. 1. Put your index finger in the right nostril. 2. Breathe with your left nostril Deeply, 30 times. 3. Ooooh.
    58. 71. breathe with left = relax
    59. 72. breathe with right = wake up!
    60. 73. Another trick: Relax your tongue.
    61. 74. And last but not least: Think about God. Really 
    62. 75. Do you think that when you pray for......................, God will give you ............... or the opportunity to do ............... ?
    63. 76. <ul><li>What is Etarget </li></ul><ul><li>My nine stories </li></ul><ul><li>Your stories </li></ul>

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