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Marketing in a Downturn

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    Notes on slide 1

    Hello everyone 1. Let me start by introducing myself more fully 2. I’m Marketing Director for RBI UK which means that I run a marketing department that cuts across the whole business. The MDs are both my colleagues and internal clients 3. I have held this job since the start of last year just before the divestment was announced. In total, I have been with RBI for 8 years, working closely on many of our products and brands over the years – the majority of them in fact 4. Before joining RBI, I worked for an Internet start-up and before that I ran a small business unit within the Financial Times Group. 5. Anyway, that’s my background – the topic of my presentation today is marketing in a downturn. Over the years, I have worked through many downturns, but obviously nothing of this scale and want to share some of the insights that I have gleaned particularly over the last 12 months or so

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    Marketing in a Downturn - Presentation Transcript

    1. European Sales Workshop June 8 th 2009 Marketing in a Downturn
    2. Agenda
      • Customers – what’s going on?
      • Gurus – what they’re telling us?
      • A couple of graphs
      • How we can help customers?
      • A couple of resources to help you
    3. I have less money to spend on marketing & training I need to demonstrate a measureable return I must learn more about digital..and spend more in this area B2B Marketer My website isn’t working as well as it should When is the sun going to come out? I need to change my marketing plan..fast!
    4. Stay close to customers Wise one Engender trust, & nurture relationships Use digital channels to amp up comms Sponsor research & content Don’t lose share of voice Write a blog Use video Focus on a few key things Contingency plan for multiple scenarios Don't panic!
    5.  
      • Graph showing B2B Print Marketing, Allocation & growth, US Large Companies, 2009
    7. Website Health Check Usability Online display Lead Generation Email Newsletters Branding Awareness Traffic Leads Sponsored webinars Insight & action plan to Improve own website We can help! Thanks!
    8. Resources Advertising Works The Colouring Book http://tinyurl.com/qh31st Practical case studies demonstrating the benefit of print advertising & integrated advertising campaigns Supports customers’ buying-decision process : http://tinyurl.com/qh3lst
    9. Resources What Works Online? Educational seminar, produced & hosted by RBI authorities. Attendees will get an overview of digital marketing & publishing: Website usability SEO Email marketing Lead Generation Online display Positions RBI as an authority on digital media & marketing : http://tiny.cc/WmIqx
    10. Something new! Website Health Check Website healthcheck combining UX, SEO and web design expertise to help customers optimise their websites Opportunity to recapture a share of marketing spend allocated to own websites http://tiny.cc/Dnmd7
      • Lawrence Mitchell
      • Marketing Director
      • Email: [email_address]
      • Tel: +44 (0) 208 652 8742
      Thank you

    + mitchelllmitchelll, 4 months ago

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