www.seznam.czSource the experience• Check succesful products, campaigns• Seek the right supporter / investorBUT• Secure your know-how• Keep thinking your wayFOR EXAMPLE…………………………………
www.seznam.czStep by StepDiscover your own approach and not America again…..in 23 bullets.
www.seznam.czImportant marketing bullets:Name your baby:• Business and product - name connections• Money saver – inbound, outbound marketingConsumer /market definition:• Precise C description saves money – you do not hit irrelevant crowd• Precise M description avoids inconsistent long/mid term planUSP:• The Holy Grail of marketing – strong USP presents itselfAlternatives:• The battle field – seek differentiatorsOutbound marketing: IN DETAIL
www.seznam.czDefine your budget?Investment = revenues stabilisation with defined ROI.What is the media price made up of?• Impact – OTS – how many people should see my ad for given price?• Relevance (afinity) – how many relevant people (the message isbenefitial and there is a reason to listen to it and react) should see myad?• Impact quality – what does the situation of receiving the ad messagelook like?
www.seznam.czTrends• Cats, not dogs• Do not make strong difference between B2B, B2C• Gamefication
www.seznam.czKeep the orchestration on yoursideLess you pay = less control you get!!!
www.seznam.czBUZZ• If nothing happens around your project, nobody knows it.• Create stories, make fun of your project, source from others andturn disadvantages into communication topics – balance on theedge.EXAMPLE:baby sitting = topic for married couples
www.seznam.czPR• Build your relationship/ connection to relevant media.• Create stories, make fun of your project, source from others andturn disadvantages into communication topics – be realistic.• Be proactive and a step ahead = have an elevator pitch speech(media output should be defined by you and not how journalistswant).• „Corporate“ Social Responsibility = visible PR at your scale.Look at possible negative impact of your project and show youintend to eliminate it.
www.seznam.czWOM• Satisfied customer = perfect advertising.• People do not share good experience – they share your failure.• Surprise them and thus give them a reason to talk about you in apositive way.
www.seznam.czOnlineBuild it like a house:• SEO – own site, maximize number of references on blogs, socialmedia, news etc.• PPC – help yourself a bit and be displayed on your key words• Display ads – banners, video – play with formats• CRM – build a database = DM
www.seznam.czOffline mass mediaAlways think like your customer and find touchpoints:• OOH – billboards, public traffic, bars, cinemas,• Radio• Print - newspapers / magazines - targeting• TV – other media formats- PP
www.seznam.czDO’s and DON’Ts• Never lie and overpromise despite the fact competitors do it• Do not forget about mental property = pay buy outs• Measure, check, evaluate and finetune• Be consistent and resolute with your core ideas
www.seznam.czIng.Martin Šámal, Senior Brand ManagerThanks for your attention:@Twitter účet