Ins Category

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Ins Category

  1. 1. Entry Challenges for aNew Insurance Brand
  2. 2. Flow • Understanding key players in the category – Media Spends – Media Usage – Seasonality of Spends • Understanding the some of the new entrants – Media Spends – Media Usage – Tracking Media with Awareness Numbers • Roadblocks & Challenges for the new brand • Marketing Strategy • Role of Media
  3. 3. Insurance Category Insight
  4. 4. Category Spends have increased by 10% in FY 2009/10 over FY 2008/09 • Media Spends of Insurance category didn’t fall last year • Even in the current year, it has grown by more than 60% in April-July this year vs last year 140 120 120 100 80 73 60 40 20 0Spends in Rs Crs APR - JUL 2009 APR - JUL 2010Source MAP
  5. 5. Category Is Gradually Shifting From TV To Print 550 500 The shift of medium can be attributed to 49% •Slow down in economy in FY 2009/10 •The need to put across relevant descriptive information for investment decision • Immediacy (defined season) 120 -11.3% 140 120 120 100 80 73 60 40 20 0Spends in Rs Crs APR - JUL 2009 APR - JUL 2010Source MAP
  6. 6. TV as a medium is used for Brand presence 30 Print Tv 25 20 15 10 5 0 Print spends peak during pre investment period (Tax saving time)Source MAP
  7. 7. Category GRPs have come down by only 8% 41000 40345 40000 39000 Without LIC , the category GRPs show a drop of 11% only 38000 36843 37000 36000 35000 Yr 08-09 Yr 09-10 Year 08-09 Year 09-10 16000 14000 12000 Nov-Mar in 08-09 accounted for 66% of total GRPs 10000 8000 Nov-Mar in 09-10 accounted for 79% of total GRPs 6000 4000 2000 0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarSource TAM
  8. 8. South Category GRPs also have not dropped AP – Maintained YOY KAR – Maintained YOY Yr 08-09 Yr 09-10 Yr 08-09 Yr 09-10 6000 8000 7000 5000 6000 4000 5000 3000 4000 3000 2000 2000 1000 1000 0 0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar TN : – Maintained YOY Yr 08-09 Yr 09-10 8000 7000 6000 5000 4000 3000 2000 1000 0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarSource TAM
  9. 9. A look at the top advertisers LIC, ICICI, HDFC, MAX, BIRLA
  10. 10. The top 5 players 2008-09 2009-10 Birla Sunlife Hdfc Standard Icici Pru LIC MAX Birla Sunlife Hdfc Standard Icici Pru LIC MAX 5 6 5 12 6 9 Rs. 500 Cr Rs. 550 Cr 10 7 35 30 2010-11 Top 5 advertisers account for 65% of overall Birla Sunlife Hdfc Standard Icici Pru LIC MAX category spends ICICI has been increasing spends 3 11 over years 1 35 Rs. 120 Cr 29Source MAP
  11. 11. Monthly spending pattern Shifted to Print this year with a sustained presence Print more sustained TV is just one burst this year in Apr-MaySource MAP
  12. 12. Monthly spending pattern TV burst in May-June this year Print is more sustained TV in bursts – May/June this year Print tactical in AprilSource MAP
  13. 13. The top 5 players : TV vs Print 2008-09 2009-10 PRINT TV PRINT TV Max 14 86 Max 42 58 LIC 50 50 LIC 53 47 Icici Pru 18 82 Icici Pru 49 51 Hdfc Standard 5 95 Hdfc Standard 16 84 Birla Sunlife 15 85 Birla Sunlife 65 35 0 20 40 60 80 100 120 0 20 40 60 80 100 120 2010-11 PRINT TV Max 0 100 Dependence Birla has no TV spends in on print is LIC 69 31 the 1st Qtr 2010/11 gradually growing Icici Pru Max’s spends has been on 73 27 cricket – 1st Qtr 2010/11 Hdfc Standard 4 96 Birla Sunlife 100 0Source MAP 0 20 40 60 80 100 120
  14. 14. The top 5 players : SOV/SOE on TV40.00 2008-0935.00 SOV SOE30.0025.0020.0015.0010.00 5.00 0.00 Birla Sunlife Hdfc Standard Icici Pru LIC MAX 60.00 2009-10 50.00 SOV SOE ICICI & HDFC buys efficiently on TV 40.00 30.00 20.00 10.00 60.00 2010-11 0.00 Birla Sunlife Hdfc Standard Icici Pru LIC MAX 50.00 SOV SOE 40.00 30.00 20.00 10.00 0.00 Source TAM Birla Sunlife Hdfc Standard Icici Pru LIC Source MAP
  15. 15. New EntrantsAIG, Aviva, Generali, Allianz, Religare
  16. 16. Spending detail4000 Religare Aviva Bajaj Allianz Generali Tata Aig350030002500 Religare and Bajaj Allianz have increased spends by 100%200015001000500 0 2008-09 2009-10 2010-11 700 Religare Aviva Bajaj Allianz Tata Aig 600 500 1st Qtr spends of Religare for 2010 has declined 400 300 In the same period Bajaj Allianz has become aggressive in brand building 200 100 0 APR - JUL 2009 APR - JUL 2010
  17. 17. Print vs. TV 2008-09 2009-10 Print Tv Print Tv Tata Aig 36 64 Tata Aig 3 97 Generali 100 0 Generali 0 100Bajaj Allianz 6 94 Bajaj Allianz 13 87 Aviva 27 73 Aviva 79 21 Religare 40 60 Religare 83 17 0 20 40 60 80 100 120 0 20 40 60 80 100 120 2010-11 • Aviva : Shift from TV to Print Tv Print from 08 to 09. Current year, its 100% Print. Tata Aig 25 75 • AIG : TV lead, more brand building . Bajaj Allianz 0 100 • Generali : :Launched with Tv in 09 Aviva 100 0 • Bajaj Allianz : Continues with its TV led strategy in the last 2.5 years Religare 2 98 0 20 40 60 80 100 120
  18. 18. Mapping Media Spends with Awareness Scores
  19. 19. Mapping the media spends with Unaided awareness – All India120 4 Religare PRINT TV UNAIDED 3100 3 80 TV has helped in taking up the unaided 2 scores 60 2 40 1 20 1 0 0 70 25 Aviva 60 PRINT TV UNAIDED 20 Scores picked up in Nov/Dec 09 during 50 the TV campaign, dropped thereafter 15 40 30 10 20 5 10 0 0
  20. 20. Mapping the media spends with Unaided awareness – All India90 60 Bajaj Allianz PRINT TV UNAIDED80 507060 4050 High Unaided scores owing to 3040 consistent presence30 2020 10100 0 PRINT TV UNAIDED 100 Tata Aig 35 90 30 80 70 25 60Slow build up, quite consistent 20with spends 50 15 40 30 10 20 5 10 0 0
  21. 21. Mapping GRP’s with Awareness Scores
  22. 22. Mapping Unaided scores to GRPs in TN Aviva also has Print spends in TN market Spent 83 lacs in 09-10 and 43 lacs in 08-09 AIG had no Print spends in TN
  23. 23. Mapping Unaided scores to GRPs in AP GRPs UNAIDED20 2018 1816 1614 14 No spends on Print from12 1210 10 Apr 09 till now 8 8 6 6 4 4 2 2 0 0 UNAIDED GRPs 60 35 50 30 25 40 20 30 15 20 10 Print spends around 89 lacs 10 5 from Apr 09 till now 0 0
  24. 24. Operating levels during peak activity TATA AIG AVIVA MKTS UNIV GRP FREQ 1 + 2+ 3+ 4+ 5+ MKTS UNIV GRP FREQ 1+ 2+ 3+ 4+ 5+ HSM 8008 1217 14 90 84 78 72 67 HSM 8107 529 7 75 62 52 46 40 AP 793 191 4 44 29 24 18 12 AP 798 506 6 79 65 54 46 37 KAR 825 559 8 71 57 47 37 32 KAR 838 654 8 78 69 61 55 45 KER 196 1170 12 95 90 78 76 60 KER 0 0 0 0 0 0 0 0 TN 1043 1153 13 86 77 72 65 62 TN 1102 593 7 85 77 59 50 45 ALL INDIA 12275 1094 13 85 78 72 65 60 ALL INDIA 12432 526 7 75 63 53 46 39 FROM TO DUR (Wks) FROM TO DUR (Wks) 1st Nov 09 26th Dec 09 8 1st Sep 09 30th Nov 09 12 GENERALI RELIGARE MKTS UNIV GRP FREQ 1 + 2+ 3+ 4+ 5+ MKTS UNIV GRP FREQ 1 + 2+ 3+ 4+ 5+ HSM 8129 178 3 52 35 24 16 12 HSM 9102 1413 16 90 84 79 74 70 AP 803 131 3 40 29 22 13 7 AP 855 1266 14 92 87 83 80 75 KAR 842 187 4 52 33 23 18 12 KAR 889 1137 13 86 81 77 70 63 KER 189 23 2 13 6 2 0 0 KER 229 1162 13 87 79 73 61 59 TN 1033 14 1 11 1 1 0 0 TN 1184 1240 14 91 84 79 69 60 ALL INDIA 12427 148 3 45 29 20 13 10 ALL INDIA 13716 1344 15 90 83 78 73 68 FROM TO DUR (Wks) FROM TO DUR (Wks) 1st Dec 09 26th Dec 09 4 Jan-10 28th Feb 10 8
  25. 25. Channel Mix – Broad based strategy as expected Tata AIG Aviva Aegon Religare Channel Spends(lks) Channel Spends(lks) Colors 61 Colors 61 Zee TV 49Channel Spends(lks) Sun TV 39 Zee TV 49Aaj Tak 86 Sun TV 39 DD1 176 DD1 176 Aaj Tak 102Asianet News 15 Aaj Tak 102 Sony Entertainment TV 30 Sony Entertainment TV 30 MAX 9Channel V 0 MAX 9 Zee Marathi 8 Zee Marathi 8CNBC TV18 11 Zee Cinema 15 Zee Cinema 15 Sahara One 15 Sahara One 15CNN IBN 30 Zee News 22 Zee News 22Eenadu TV(ETV Telugu) 9 Star Plus 6 Star Plus 6 FILMY 9 FILMY 9ESPN 69 Star Jalsha 5 Star Jalsha 5 National Geographic Channel 13 National Geographic Channel 13ETV2 Telugu News 5 SAB 3 SAB 3 Discovery 13Fox History & Ent 11 Discovery 13 ETV Bangla 34 ETV Bangla 34India TV 25 Aakaash (Bangla) 4 Aakaash (Bangla) 4 SUN News 10Manorama News 7 IBN 7 9 SUN News 10NGC 18 CNBC TV18 30 IBN 7 9 Channel mix details for Zee 24 Taas 8 CNBC TV18 30NDTV 24x7 26 Times Now 48 Zee 24 Taas 8 peak period TEZ 6 Times Now 48NDTV India 21 Zee Talkies 2 TEZ 6 24 Ghanta TV 14 Zee Talkies 2PTC News 2 NDTV 24x7 21 24 Ghanta TV 14 Tarang 4 NDTV 24x7 21Star Ananda 12 Asianet 14 Tarang 4 NDTV Profit 17Star Cricket 90 Manorama News 13 Asianet 14 Mahuaa TV 5 NDTV Profit 17Star Majha 8 Manorama News 13 Surya TV 11SUN News 7 Star Movies 14 Mahuaa TV 5 POGO 1 Surya TV 11Sun TV 33 Adithya TV 9 Star Movies 14 Fox History & Entertainment 5 POGO 1Times Now 30 CNN IBN 10 Adithya TV 9 Dilli Aaj Tak 5TV9 Karnataka 26 Zee Bangla 0 Fox History & Entertainment 5 CNN IBN 10TV9 Telugu News 32 News Live 4 Dilli Aaj Tak 5 Zee Classic 1Zee News 28 Zee Action 1 Zee Bangla 0 Asianet Plus 5 News Live 4Grand Total 603 Headlines Today 5 Zee Classic 1 Discovery Travel & Living 6 Zee Action 1 DY 365 1 Asianet Plus 5 22% on South Regional Zee Premier 1 Headlines Today 5 Bloomberg UTV 0 Sports and News led Sony AATH 0 Discovery Travel & Living DY 365 6 1 Grand Total 888 Zee Premier 1 Bloomberg UTV 0 14% on Regional Sony AATH 0 Grand Total 888 7% in Ker only
  26. 26. South SOV for the last season : Television AP – GRPs/SOV for last season 09-10 Kar – GRPs/SOV for last season 09-10 Advertiser Nov Dec Jan Feb Mar Total SOV% Advertiser Nov Dec Jan Feb Mar Total SOV% Life Insurance Corp Of India 606 571 99 718 1041 3035 15 Life Insurance Corp Of India 1186 1144 195 1279 1985 5789 21 Icici Prudential Life Insur Co 991 689 462 102 785 3029 15 Icici Prudential Life Insur Co 981 1316 515 60 990 3862 14 Hdfc Standard Life Insu Co Ltd 711 111 711 357 288 2178 11 Max Newyork Life Insu Comp Ltd 1073 174 7 350 1120 2725 10 Max Newyork Life Insu Comp Ltd 611 181 4 278 858 1933 9 Hdfc Standard Life Insu Co Ltd 974 64 491 326 408 2262 8 Bajaj Allianz Life Ins Co Ltd 508 805 770 652 10 2744 13 Bajaj Allianz Life Ins Co Ltd 738 809 807 695 16 3064 11 Bharti Axa Life Insurance Co 0 0 500 299 23 821 4 Bharti Axa Life Insurance Co 0 0 537 478 65 1080 4 Aegon Religare Life Insurance 0 0 450 538 0 989 5 Tata Aig Life Insurance Comp 164 324 40 83 160 770 3 Kotak Mahindra Old Mutual Life 0 729 0 33 143 906 4 Metlife India Insurance Ltd 222 1062 0 18 23 1325 5 Sbi Life Insurance Company Ltd 0 151 458 185 90 883 4 Sbi Life Insurance Company Ltd 0 145 609 253 151 1159 4 Future Generali India Life Ins 0 260 234 187 132 813 4 Aegon Religare Life Insurance 1 0 482 484 0 967 4 Birla Sunlife Insurance Co Ltd 99 0 0 0 0 99 0 Birla Sunlife Insurance Co Ltd 110 0 0 0 0 110 0 Reliance Life Insurance Co Ltd 0 742 27 0 0 769 4 Kotak Mahindra Old Mutual Life 0 722 0 23 235 980 4 Metlife India Insurance Ltd 75 536 0 29 12 651 3 Future Generali India Life Ins 0 317 256 175 201 948 3 Ing Vysya Life Insurance 0 0 301 378 0 680 3 Reliance Life Insurance Co Ltd 0 897 19 0 0 916 3 Indiafirst Life Insurance 0 0 0 436 141 578 3 Ing Vysya Life Insurance 0 0 380 273 0 653 2 Tata Aig Life Insurance Comp 50 112 28 28 42 261 1 Aviva Life Insuranc Co India 222 0 0 0 0 222 1 Aviva Life Insuranc Co India 144 0 0 0 0 144 1 Star Uni Dai-Ichi Life Insu Co 0 0 0 0 354 354 1 Religare Enterprise Limited 0 0 0 0 0 0 0 Religare Enterprise Limited 0 0 0 0 0 0 0 Star Uni Dai-Ichi Life Insu Co 0 0 0 0 196 196 1 Indiafirst Life Insurance 0 0 0 320 74 393 1 Canara Hsbc&Obc Life Insur Co 0 0 0 21 0 21 0 Canara Hsbc&Obc Life Insur Co 0 0 0 31 0 31 0 India Post 0 0 0 0 0 0 0 India Post 0 0 0 0 0 0 0 Hahnemann Herbal Ltd 0 0 0 0 0 0 0 Hahnemann Herbal Ltd 0 0 0 0 0 0 0 Dept Of Labour Resource(Bihar) 0 0 0 0 0 0 0 Dept Of Labour Resource(Bihar) 0 0 0 0 0 0 0 Idbi Fortis Life Insurance Co 0 0 0 0 0 0 0 Idbi Fortis Life Insurance Co 0 0 0 0 0 0 0 Lic International Bsc C 0 0 0 0 0 0 0 Lic International Bsc C 0 0 0 0 0 0 0 Royal Golden Insurance 0 0 0 0 0 0 0 Royal Golden Insurance 0 0 0 0 0 0 0 Grand Total 3796 4885 4045 4242 3760 20727 100 Grand Total 5671 6974 4338 4846 5782 27610 100 Top 5 brands account for 60% + SOV for both AP and Karnataka
  27. 27. SOV for TN TN – GRPs/SOV for last season 09-10 Advertiser Nov Dec Jan Feb Mar Total SOV% Life Insurance Corp Of India 1229 1292 161 1604 2005 6292 26 Icici Prudential Life Insur Co 869 914 219 53 783 2838 12 Hdfc Standard Life Insu Co Ltd 680 21 394 388 365 1848 8 Max Newyork Life Insu Comp Ltd 433 130 5 165 924 1656 7 Bajaj Allianz Life Ins Co Ltd 361 562 659 551 72 2205 9 Tata Aig Life Insurance Comp 280 643 7 160 467 1557 6 Bharti Axa Life Insurance Co 0 0 449 459 89 997 4 Aegon Religare Life Insurance 0 0 605 564 0 1169 5 Kotak Mahindra Old Mutual Life 0 885 0 16 156 1057 4 Metlife India Insurance Ltd 171 755 0 15 24 966 4 Birla Sunlife Insurance Co Ltd 50 0 0 0 0 50 0 Future Generali India Life Ins 0 207 249 114 201 772 3 Reliance Life Insurance Co Ltd 0 711 2 0 0 713 3 Ing Vysya Life Insurance 0 0 387 276 0 663 3 Aviva Life Insuranc Co India 241 0 0 0 0 241 1 Sbi Life Insurance Company Ltd 0 28 348 187 30 594 2 Religare Enterprise Limited 0 0 0 0 0 0 0 Star Uni Dai-Ichi Life Insu Co 0 0 0 0 266 266 1 Indiafirst Life Insurance 0 0 0 235 37 272 1 Canara Hsbc&Obc Life Insur Co 0 0 0 15 0 15 0 Lic International Bsc C 0 1 0 0 0 1 0 Dept Of Labour Resource(Bihar) 0 0 0 0 0 0 0 Hahnemann Herbal Ltd 0 0 0 0 0 0 0 Idbi Fortis Life Insurance Co 0 0 0 0 0 0 0 Royal Golden Insurance 0 0 0 0 0 0 0 India Post 0 0 0 0 0 0 0 Total 4313 6149 3486 4802 5420 24171 100
  28. 28. Print Spends have grown by 50% from 08-09 to 09-10 Yr 08-09 Yr 09-10 Market Spends (Lacs) % SOS Market Spends (Lacs) % SOS Maharashtra 4092 23.3 Maharashtra 6748 25.7 Delhi 2143 12.2 Delhi 3474 13.2 Andhra Pradesh 1696 9.6 Andhra Pradesh 2621 10.0 Uttar Pradesh 1467 8.3 Karnataka 2015 7.7 W.Bengal 1321 7.5 W.Bengal 1875 7.1 Karnataka 1176 6.7 Uttar Pradesh 1747 6.6 Punjab/Chandigarh 856 4.9 Tamil Nadu 1621 6.2 Tamil Nadu 816 4.6 National 938 3.6 National 815 4.6 Rajasthan 932 3.5 Gujarat 658 3.7 Punjab/Chandigarh 908 3.5 Rajasthan 499 2.8 Gujarat 882 3.4 Madhya Pradesh 420 2.4 Kerala 584 2.2 Kerala 401 2.3 Madhya Pradesh 414 1.6 Bihar 284 1.6 Bihar 352 1.3 Jharkhand 223 1.3 Jharkhand 193 0.7 Haryana 166 0.9 Haryana 191 0.7 Chhattisgarh 138 0.8 Chhattisgarh 181 0.7 Uttaranchal 126 0.7 Uttaranchal 154 0.6 Orissa 85 0.5 Goa 128 0.5 Assam 68 0.4 Orissa 92 0.4 Jammu & Kashmir 64 0.4 Assam 91 0.3 Goa 42 0.2 Jammu & Kashmir 85 0.3 Himachal Pradesh 41 0.2 Himachal Pradesh 26 0.1 Total 26268 100.0 Total 17580 Maharashtra/Delhi /AP/Kar are bigger Print markets
  29. 29. Print spends by market for few brands in Apr09-Jul 0 Max Aviva Life Metlife India Sbi Life Hdfc Tata Aig Life Ing Vysya Aegon Religare Life Newyork Life Bajaj Allianz Advertiser Insuranc Co Insurance Insurance Standard Life Insurance Life Insurance Insu Comp Life Ins Co Ltd India Ltd Company Ltd Insu Co Ltd Comp Insurance Ltd AP 118 89 46 15 67 44 0 2 33 Assam 1 9 0 0 5 0 1 8 0 Bihar 0 22 4 6 14 2 11 21 0 Chhattisgarh 0 13 0 0 11 0 5 0 0 Delhi 628 390 278 97 25 88 28 0 0 Goa 12 2 7 2 7 2 1 0 0 Gujarat 132 56 43 13 27 13 8 17 0 Haryana 0 18 0 13 8 0 4 4 0 HP 0 3 0 3 1 0 1 0 0 J&K 0 4 0 7 2 0 1 0 0 Jharkhand 2 18 0 6 13 0 6 8 0 Karnataka 381 96 179 55 17 55 9 1 11 Kerala 1 44 0 6 36 4 5 1 0 MP 1 35 0 0 29 0 7 1 0 Maharashtra 1144 341 416 184 92 131 101 4 0 National 5 201 3 22 2 40 92 23 20 Orissa 1 12 0 0 6 0 3 0 0 Punjab/Chand 29 57 6 23 32 6 20 2 0 Rajasthan 37 51 22 6 42 5 16 1 0 TN 168 83 64 25 12 46 9 0 8 UP 111 100 122 77 48 17 25 0 0 Uttaranchal 0 11 0 8 5 0 3 0 0 WB 210 137 76 44 21 50 24 0 0 In South, AP , Karnataka and TN does have considerable spends
  30. 30. Key Category Insights • The Category spends have not fallen despite the slow down last year – Though the growth has been only by 10% in ad spends, but since this is only ATL spends, there could have been more money in BTL space owing to immediacy and direct contact with the consumers – There has been shift towards Print though which could be more tactical and owing to immediacy. Also given the descriptive nature of the communication in this category brands moved toward more immediate response • Though all brands have been present nationally, there has been focus on Key south markets as well by putting adequate spends on regional channels and matching to the same level of GRPs and reach as HSM (Hindi speaking markets) • Though HDFC ,ICIC and Bajaj are more consistent in media, all other players like AIG, Aviva, Aegon, Axa are present with at least 2 bursts in a year. • Though 70% of the GPR as well as Print spends are between Nov-March, this surely had expanded over years (5 months from the traditional 3 months) • Brands do try and pre build the awareness and TOM by starting early .
  31. 31. THE BIG CHALLENGE
  32. 32. Creatingawareness about “X” –The Brand Creating a space in the consumer’s mind – be in the consideration set
  33. 33. Current Roadblocks Low Brand Awareness No brand connect Low in the consideration set
  34. 34. Translating To MediaLow Brand Awareness ReachNo brand connect Visibility with EmpathyLow in the consideration set Relevant Imagery
  35. 35. HOW TO OVERCOME ?
  36. 36. Media Objectives Media Needs to Deliver in Terms of: • High Reach / Top of Mind Awareness: – Main task is to create awareness in the markets for X • Visibility with Empathy – Visibility (surround presence) is needed to create a hype & impact as well as be seen as a choice among the prospective TG • Cost Effectiveness – Though the category has high spenders, X needs to be judicious in spend rather than splurge
  37. 37. Media Strategy • Recency is the order of the day – need to look at reach through additives rather than taking a singular high reach medium • On-ground media activation is a must – leading to visibility with empathy
  38. 38. What does it translate into Holistic Marketing is Smart Marketing
  39. 39. Which is
  40. 40. People buy based on emotion, so… Create an Emotional Appeal40
  41. 41. Manage the customer list Keep track of customer’s who haven’t purchased particular products? 41
  42. 42. Leverage Free Media
  43. 43. Facebook is not just for Kids Facebook has more than 400 million usersOnly 40% of Facebook users are under the age of 25, and nearly 20% are 45 are older.
  44. 44. Company websiteSearch as a prospect would. Can you be found? Tip: Add the business to local online business directories
  45. 45. Engage prospects with color and quality 45
  46. 46. Build alliancesPartnerships with: Combine forces for: – Synergistic businesses – Co-op advertising – Business groups – Cross-endorsements
  47. 47. Role of Media • TV – Will give pan-market reach – Lend relevant imagery to the activity – Will create visibility with empathy • Dailies – Will be used to customize tactical event in specific markets – To be seen as a “Call-for-action” medium when it is required • Cinema – Immediate connect – Situational advertising – a high possibility • Radio – High decibel support medium – Critical for retail push in towns – can be heard in every nook and corner • Internet – Lead generator – Low cost support medium for year long visibility
  48. 48. THANK YOU

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