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RossSmithMindshelfMarketingBreakFree

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  • 1.  
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. all companies have an essence essence essence essence
  • 13. all companies have an essence
  • 14. derived from its people people people people
  • 15. derived from its people
  • 16. derived from its people its products products products products
  • 17. derived from its people its products
  • 18. vision its vision vision vision
  • 19. its vision
  • 20. this essence is called
  • 21. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
  • 22. there are no limits to communicating
  • 23. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL
  • 24. so how do you COMMUNICATE? COMMUNICATE?
  • 25. SOME? how do you transform HO into HUM GIMME HO HUM SOME? GIMME
  • 26. BLOW AWAY THE COMPETITION BLOW AWAY THE COMPETITION how can you without BLOWING AWAY YOUR BUDGET? BLOWING AWAY YOUR BUDGET?
  • 27. B2C or B2B B2B B2C there’s some rules of marketing which always apply
  • 28. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence
  • 29. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence frequency, frequency, frequency spheres of influence
  • 30. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency media mix TGI
  • 31. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency weight media mix TGI
  • 32. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTH
  • 33. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h NRS OTH
  • 34. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h b a n d w i d t h TSA OTH NRS
  • 35. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTS OTH NRS b a n d w i d t h TSA
  • 36. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h position ratings OTH NRS b a n d w i d t h TSA OTS
  • 37. what does it all MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN?
  • 38. ross-smith.com finding host… finding host… ross-smith.com
  • 39. ross-smith.com contacted ross-smith.com contacted
  • 40. authenticating... validating... authenticating... validating...
  • 41. download complete download complete
  • 42. please standby please standby
  • 43.  
  • 44.  
  • 45.  
  • 46. ross smith mind shelf
  • 47. ross smith mind shelf
  • 48. ross smith
  • 49. marketing strategy and implementation ross smith mind shelf
  • 50. the purpose of marketing is to own a word on the mindshelf of your prospective customer...
  • 51. that word should be the name of your company, product or brand
  • 52. dominate and own the mindshelf
  • 53. what have these 3 companies got in common?
  • 54.  
  • 55.
    • a beer or lager
    • a motor car
    • a high street store
    • an airline
    • a TV or show business personality
    • a watch
    • a holiday destination (home or abroad)
    • a hi-fi manufacturer
    if your company or business were one of these - who would it be?
  • 56.  
  • 57. airline
  • 58. running shoes airline
  • 59. batteries running shoes airline
  • 60. electrical retailer batteries running shoes airline
  • 61. lager electrical retailer batteries running shoes airline
  • 62. hotel chain lager electrical retailer batteries running shoes airline
  • 63. bank hotel chain lager electrical retailer batteries running shoes airline
  • 64. law firm bank hotel chain lager electrical retailer batteries running shoes airline
  • 65. airline British Airways, British Midland, Qantas, United Airlines, Virgin running shoes Adidas, Converse, Fila, Nike, Puma batteries Duracell, Energizer, Ever Ready, Power +, Procell electrical retailer Argos, Comet, Currys, Dixons, Sony Centre lager Budweiser, Heineken, Hofmeister, Labatts, Stella Artois hotel chain Forte, Hilton, Marriott, Inter-Continental, Stakis bank Barclays, Bank of Scotland, Lloyds TSB, The Royal Bank of Scotland law firm Eversheds, Freeths, Hammonds Suddard, Lupton Fawcett
  • 66. airline British Midland running shoes Nike batteries Duracell electrical retailer Comet lager Budweiser hotel chain Marriott bank The Royal Bank of Scotland law firm Lupton Fawcett
  • 67.
    • clarify your proposition
    • develop the right concept
    • selecting the best media mix
    • maximizing the effect and the investment
    today’s session how to dominate the mindshelf
  • 68. see hear SMELL taste feel
  • 69.
    • what is the purpose of the communication?
    clarifying your proposition
    • what do you actually want/need to say?
    • do you sound excited by the proposition?
    • is the language as confident as it can be?
    • spoiling the ship for a ‘haporth of tar’?
    • dig deep - ‘thar’s gold in them thar mines’
    • knowing what you know about YOUR industry product or service - would YOU respond?
  • 70.
    • the average life of a mail shot is...
    developing the right concept
    • commercial radio listening per week is now...
    • free newspaper readership is...
    • paid for daily titles readership is...
    • national tabloids/broadsheets are...
    • regional/national TV is…
  • 71.
    • what do you want the recipient/listener/viewer to do?
    developing the right concept
    • how do you want them to think about you afterwards?
    • what should be the natural follow-on step if you’ve caught their attention?
  • 72.  
  • 73.  
  • 74.  
  • 75.  
  • 76.  
  • 77.  
  • 78. some companies serve a GLOBAL market
  • 79. some companies serve a NATIONAL market
  • 80. some companies serve a LOCAL market
  • 81. but no matter the SIZE or SHAPE of your C O M M U N I C A T E company…you still have to
  • 82. what are you all about? why should anyone come to you? what’s in it for your customer? what makes you special?
  • 83. impression and expression
  • 84. generating emotion
  • 85. communicating benefits
  • 86. image consistency
  • 87. physical branding
  • 88. brand character
  • 89. reach
  • 90. frequency
  • 91. recall
  • 92. unprompted awareness
  • 93. YOUR BRAND EXPERIENCE
  • 94. what does it all mean? does it really matter? how do you start getting to grips with it all?
  • 95. 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it? try again
  • 96. let’s do it again 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 97. nearly there 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 98. got it? if not keep going! 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?
  • 99. STAND OUT you HAVE to FROM the crowd STAND OUT STAND OUT STAND OUT
  • 100. how do you make YOUR BUSINESS cluttered marketplace? stand out in a
  • 101. m essage m edia m e too m indshelf or
  • 102.
    • what will make you STAND OUT ?
    • why should I give over any of my mindshelf to your company or product?
    message strategy
  • 103. how people respond to advertising
    • the product or service is different or special
    • it is advertised in an unusual or striking way
    • the advertisement is particularly or personally relevant to you
    • it is an advertisement you have got to know well
  • 104.
    • is your proposition compelling?
    • do YOU look or sound excited and/or confident by your service or product?
    • do YOU believe in your proposition?
    • does it appeal to
    • - greed?
    • - fear?
    • - pride?
    • - envy?
    • - excitement?
    • - happiness?
    • does it tickle those emotions?
  • 105.
    • create USP’s
    • deliver them in a creative way
    • differentiate yourself
    • position your brand
    • - Rolls-Royce, Rover or Reliant?
    • - Tobago, Turkey or Torquay?
    • build confidence - become their friend
    identify your point of difference
  • 106. perception sharks desired perception market leaders cowboys experts shady above board dishonest honest fast buck Freddies long term player unreliable reliable untrustworthy trustworthy unprofessional professionals shifty informed pushy helpful high pressure no pressure unfriendly friendly con men skilled cold warm inconsiderate unapproachable considerate easily approachable
  • 107. perception desired perception 
  • 108. media strategy targeting the right media
  • 109. understand your consumers CREATIVELY and how to reach them
  • 110.
    • understand and identify audience
    a day in the life of your core target
    • clear media role
    • link creative idea and media to deliver a potent message
    • stimulate emotional involvement
    • STAND OUT in a cluttered marketplace
  • 111. the grey market “ Gerald and June”
  • 112.
    • 19 million people, 32% of the UK population are aged 50+
    • they account for 30% of consumer spending
    • in the USA the fastest growing sector of society actively using and buying on the internet is aged 50+
    • this group is highly value conscious and discriminating
    • content and tone is vital for successful communication
    the grey market
  • 113.  
  • 114.
    • reach target audience
    • reduce wastage and overspill
    • combine and harness message and media
    • maximize investment - spheres of influence
    spheres of influence
  • 115. what would 30K in media today? buy you
  • 116.  
  • 117. TV 91% 5+
  • 118. radio 40% 18+ TV 91% 5+
  • 119. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+
  • 120. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions
  • 121.  
  • 122. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail
  • 123. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website
  • 124. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website relationship marketing
  • 125. % ad spend in fmcg sector for each media in 1998 Source: MMS Jan 97 - Dec 98 press outdoor radio 2% 13% 6% 77% cinema 1% TV
  • 126. share of mind Source: Henley Centre radio newspapers magazines 2% 29% 12% 57% TV
  • 127. “ business advertising doesn’t have to be in the business pages for me to notice it” Source: Continental Research - Business Omnibus July 1999 0 10% 20% 30% 40% 50% 60% 70% 80% 90% agree neither disagree 78% 5% 17%
  • 128. how long businesspeople spend each day with key media Source: Continental Research Business Omnibus July 1999 Base: all businesspeople who do listen to commercial radio 0 20 40 60 80 100 120 140 average minutes per day magazines radio TV newspapers 41 107 98 17
  • 129.  
  • 130.
    • mass coverage
    • impactful (colour, sound, emotion)
    • intrusive
    • conveys confidence and stature
    • motivates internally as well as externally
    the power of television
  • 131.
    • regionality
    • weight (TVR’s)
    • - DFS 6,500
    • - Vision Express 3,100
    • - Direct Line 2,500
    • - Guinness 1,700
    • - Auto Windscreens 350
    things to consider
  • 132.
    • TV has the greatest strength to harness your message
    • HOWEVER…
    • get it right - TV delivers the most powerful communication possible
    • get it wrong - it can be a waste of money
    • unlike radio which relies heavily on ‘theatre of the mind’
    harnessing television’s power
  • 133.
    • you should only use television for big budget national campaigns
    • you have to have a big production budget to make an ad that will work
    commonly held ideas
  • 134.  
  • 135.
    • radio = frequency, frequency, frequency frequency, frequency, frequency...
    • no screening out and low zapping
    • lower production costs
    • enables quick response to market conditions
    • it’s intrusive and valued as a friend by listeners
    • HOWEVER…
    • too many advertisers do not invest enough in good production resulting in poor quality ads
    harnessing radio’s power
  • 136.
    • radio is OK for selling holidays, cars, furniture cinema tickets, double glazing etc.
    • but I’ve got a serious business that can’t be promoted on radio
    • I’m a B2B company - I don’t think radio is right for my target audience
    commonly held ideas
  • 137. low ad avoidance on radio % who are ad avoiders by medium Source: Western International Media 0 10 20 30 40 50 60 70 80 TV newspapers magazines direct mail radio 44% 68% 61% 52% 16%
  • 138. reach of businesspeople across the day commercial radio Monday to Friday average Source: Premier TGI 1998 6-8am 8-9am 9-10am 10-12am 12-3pm 3-5pm 5-7pm 7-9pm 9-12pm 12-6am 648 542 111 97 118 136 428 192 102 29 0 100 200 300 400 500 600 700 audience 000’s
  • 139.  
  • 140.
    • over 26 million people everyday read national newspapers
    • excellent for targeting
    • reader is left with written evidence
    • great at delivering detail
    • HOWEVER…
    • high levels of clutter and easy to mentally edit out
    • limited regionality options
    harnessing the power of press
  • 141.
    • relatively loyal readership base
    • good directory environment
    • provides superb media multiplier opportunity in closely targeted geographic area
    • still seen as a major reference source
    • HOWEVER…
    • high levels of clutter
    • many ‘over busy’ and poorly presented ads
    harnessing the power of local press
  • 142.  
  • 143.
    • great at lifestyle and interest targeting
    • good directory environment
    • magazines, like radio are seen as a friend
    • primary, secondary and third level readership
    • HOWEVER…
    • limited regionality
    • long lead times for features
    harnessing the power of magazines
  • 144.  
  • 145. w w w
  • 146. w o w
  • 147. worldwide business-to-consumer e-business revenue ($bn) Source: Dataquest 0 20 40 60 80 100 120 140 160 180 200 1997 1998 1999 2000 2001 2002 2003
  • 148. w o w
  • 149.  
  • 150.
    • even if you only write to your customers once a year…
    • MAKE THE LETTER WORK BETTER
    • some elementary rules about direct mail shots that usually get broken every day
    • get your database in shape
    • use customisation wherever possible
    • you’ve only got 5 seconds to grab them
    • what’s in it for me MUST be clear
    • get a call to action - and make accessing your service or offer easy
    direct mail
  • 151. ross smith mind shelf
  • 152. “ maybe it’s a good thing to have an advertising agency”
  • 153. who knows your business best?
  • 154. giving the brief
  • 155. don’t delegate - ACTIVELY participate
  • 156. convince……………………………………………………………………... ………………………………………………………………………………… . ………………………………………………………………………………… . to…...……...………………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . because………..…………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . to prove it we’ll………..……………………………………………………. ………………………………………………………………………………… . ………………………………………………………………………………… . and this is the benefit to the customer..….…………………..………… ………………………………………………………………………………… .. ………………………………………………………………………………… ..
  • 157. the who, how, what, why, and when’s
  • 158.
    • who do you want to talk to?
    • demographic and geographic target
    • use THEIR language - make it appeal to them not everyone
    who
  • 159.
    • how are you going to STAND OUT ?
    • motivating - or me too?
    • media selection
    • - TV, radio, press, direct mail, web, outdoor
    • creativity - have you contributed fully to the brief and given the creative art director or copywriter a chance?
    • blind man’s bluff
    how
  • 160.
    • what’s the message?
    • is it compelling?
    • do you sound or look confident and excited by it?
    • does it deserve space on my mind shelf?
    what
  • 161.
    • why should someone respond - now?
    • is there a clear and powerful call to action?
    • have you justified any claims? (only best/leading edge/unique/limited availability/sale must end etc)
    • does it appeal to key motivating senses
    • - greed, fear, envy, pride, excitement?
    why
  • 162.
    • is the timing of the campaign right?
    • have you harnessed all other forms of communication
    • - media multiplier effect?
    • - fax and answer-phones?
    • - franking?
    • - mail stuffers?
    • - POS leaflets etc?
    when
  • 163. what about the guys at the coalface? what you are planning? do they have any idea
  • 164. f u s i o n
  • 165.  
  • 166.
    • conference calls (exciting, audio-on-line, efficient, memorable simultaneous cascade)
    • breakfast meetings - campaign briefings
    • regular mail updates
    • mail sent to partner
    internal motivation
  • 167.
    • marketing moved Lucozade from the hospital ward to the sports locker
    • marketing got us paying more for a bottle of water with bubbles than we pay for a litre of fuel
    • marketing adds perceived value - a premium position often justifies a premium price (Stella Artois) - marketing is the power to change perception
    the power of marketing
  • 168.
    • take a look at your business
    the power of marketing
    • are you sending out the right message
    • can you re-package or position yourself better
    • check the who how what why and when’s
    • use the briefing document
    • would you buy from you today?
  • 169. the world is becoming a more marketplace - demanding and competitive will be the most vital tool you creative and powerful marketing can deploy in order to grow and sustain your competitive edge
  • 170. what are you doing now that’s HO HUM which should be GIMME SOME ?
  • 171. be known for what you really do and who you really are
  • 172. and don’t be shy about it
  • 173. marketing strategy and implementation ross smith mind shelf
  • 174. ross smith mind shelf
  • 175.  
  • 176.  
  • 177.  
  • 178.  
  • 179.  
  • 180.  
  • 181.  
  • 182.  
  • 183.  
  • 184.  
  • 185.  
  • 186.  
  • 187.  
  • 188.  
  • 189. ross@mindshelf.co.uk Tel: +44 (0) 115 962 4411 Fax: +44 (0) 115 962 2299 Mobile: +44 (0) 796 8888 044 © Mindshelf Limited 2001 This CD may not be duplicated, copied, distributed, broadcast or used in part or in whole without the prior and express permission of Mindshelf Limited.