We’re one of us:<br /> Small ad agency: 28<br /> Founded in Dublin 2003<br /> Opened in London in 2009<br /> Large and sm...
 ADVERTISING<br /> FOR SMALL FIRMS<br /> (by a small firm)<br />
 Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
 Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
 Common response to downturn…<br />
 SLASH EVERYTHING<br />
 Everyone’s<br /> doing the<br /> same thing<br />
 Is there value in behaving the<br /> same as them?<br />
 Intuition can be wrong<br />
There’s never a better time to steal market share than in an economic downturn<br />The Economist Intelligence Unit Survey...
 This is a great<br /> opportunity<br />to release your<br /> inner evil genius<br /> Make the most<br /> of it<br />
Wal-Mart founder Sam Walton on 1991 recession:<br />“I’ve thought about it and decided<br />not to participate.”<br />
2 years later, <br />share price<br />+ 200%<br />
In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />
In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />(unlike their competitors,<br />Post Cere...
 256%<br />Prof. Andrew Razeghi, Kellogg School of Management<br />Northwestern University<br />
Everything is so soft, it’s pretty much a buyer’s market everywhere you turn.<br />Peter Gardiner, Chief Media Officer, <b...
 % + or – June 2009/June 2010<br />82.01%<br />5-6% of turnover spend<br />60.20%<br />57.27%<br />-57.48%<br />-76.13%<br...
 Marketing is part of <br /> the solution, not the <br /> problem<br />
 Advertising & branding<br /> should be a crucial part of any<br /> business strategy.<br />Not wooly.<br />Defined.<br />...
 Keep advertising for as<br /> long as it keeps working.<br /> How do you know if it’s working?<br />
 MEASURE EVERYTHING!<br /> Digital channels<br />
 Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
Your customers<br />have<br />changed<br />
It used tobe aboutyour brandFAME<br />
From now on it’s all aboutyour FANS<br />
Now it’s aFAN ECONOMY<br />Bud Caddell<br />
 As an owner/manager you should care because:<br /> Fans turn into real customers<br /> Fans generate interest and excitem...
Digital is not<br />strategic<br />an end in itself<br />easy<br />a cheap version of traditional<br />magic<br />
Digital is<br /> highly measurable<br />democratic<br />effective (used correctly)<br />fast-moving<br />hard to control<b...
Before doing anything<br />HAVE A PLAN<br />Digital/social is tactical <br />lll<br />Should be part of overall<br />strat...
social <br />video / <br />rich / interactive /<br />webinars<br />traditional<br />Your site<br />Outdoor/Ambient<br />PR...
Your site<br />
Brand experiences<br />
Brand experiences<br />
Brand dialogues<br />
Brand interaction<br />
Brand interaction<br />
 Local engagement<br />
Brand engagement + assessment <br />
Brand messages<br />
Location and recommendation<br />
B2B: LinkedIn<br />
 Google Analytics<br /> MEASURE!<br />
 MEASURE!<br />YouTube Insight<br />
addictomatic.com<br /> MEASURE!<br />
socialmention.com<br /> MEASURE!<br />
search.twitter.com<br /> MEASURE!<br />
 Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
 Develop strategy<br /> Set clear success parameters<br /> Set budgets early<br /> Set timeline & milestones <br /> Measur...
 But don’t just strategise:<br />execute! <br /> Doing is learning<br />Show vision and belief<br /> (Apple don’t do focus...
If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.’<br />
 Thanks for listening<br /> thisisio.ie/sfa<br /> @thisisio<br />tim.hurles@iomail.ie<br />
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io SFA 2010: Tim Hurles

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Visual-only version of a talk io Creative Director Tim Hurles gave at the SFA 2010 conference in Dublin. Why advertising in a downturn is a good idea. Making the most of digital channels. How to get started.

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  • Term courtesy of Bud Cadell
  • Term courtesy of Bud Cadell
  • Term courtesy of Bud Cadell
  • And you are not your customers
  • z
  • io SFA 2010: Tim Hurles

    1. 1. We’re one of us:<br /> Small ad agency: 28<br /> Founded in Dublin 2003<br /> Opened in London in 2009<br /> Large and small clients<br /> Challenges<br />
    2. 2. ADVERTISING<br /> FOR SMALL FIRMS<br /> (by a small firm)<br />
    3. 3. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
    4. 4. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
    5. 5. Common response to downturn…<br />
    6. 6. SLASH EVERYTHING<br />
    7. 7. Everyone’s<br /> doing the<br /> same thing<br />
    8. 8.
    9. 9. Is there value in behaving the<br /> same as them?<br />
    10. 10. Intuition can be wrong<br />
    11. 11.
    12. 12.
    13. 13. There’s never a better time to steal market share than in an economic downturn<br />The Economist Intelligence Unit Survey<br />
    14. 14. This is a great<br /> opportunity<br />to release your<br /> inner evil genius<br /> Make the most<br /> of it<br />
    15. 15. Wal-Mart founder Sam Walton on 1991 recession:<br />“I’ve thought about it and decided<br />not to participate.”<br />
    16. 16. 2 years later, <br />share price<br />+ 200%<br />
    17. 17. In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />
    18. 18. In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />(unlike their competitors,<br />Post Cereals)<br />
    19. 19. 256%<br />Prof. Andrew Razeghi, Kellogg School of Management<br />Northwestern University<br />
    20. 20. Everything is so soft, it’s pretty much a buyer’s market everywhere you turn.<br />Peter Gardiner, Chief Media Officer, <br />Interpublic Group<br />
    21. 21. % + or – June 2009/June 2010<br />82.01%<br />5-6% of turnover spend<br />60.20%<br />57.27%<br />-57.48%<br />-76.13%<br />-77.52%<br />€0 spend<br />io research 2010<br />
    22. 22. Marketing is part of <br /> the solution, not the <br /> problem<br />
    23. 23. Advertising & branding<br /> should be a crucial part of any<br /> business strategy.<br />Not wooly.<br />Defined.<br />Measurable.<br />
    24. 24. Keep advertising for as<br /> long as it keeps working.<br /> How do you know if it’s working?<br />
    25. 25. MEASURE EVERYTHING!<br /> Digital channels<br />
    26. 26. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
    27. 27. Your customers<br />have<br />changed<br />
    28. 28. It used tobe aboutyour brandFAME<br />
    29. 29. From now on it’s all aboutyour FANS<br />
    30. 30. Now it’s aFAN ECONOMY<br />Bud Caddell<br />
    31. 31.
    32. 32.
    33. 33. As an owner/manager you should care because:<br /> Fans turn into real customers<br /> Fans generate interest and excitement<br /> Fans tell you how to be better<br /> Fans defend you when needed <br /> They’ll be talking about you anyway<br />
    34. 34. Digital is not<br />strategic<br />an end in itself<br />easy<br />a cheap version of traditional<br />magic<br />
    35. 35. Digital is<br /> highly measurable<br />democratic<br />effective (used correctly)<br />fast-moving<br />hard to control<br />
    36. 36. Before doing anything<br />HAVE A PLAN<br />Digital/social is tactical <br />lll<br />Should be part of overall<br />strategy<br />
    37. 37. social <br />video / <br />rich / interactive /<br />webinars<br />traditional<br />Your site<br />Outdoor/Ambient<br />PR / media relations<br />blogs<br />podcasts<br />eCRM<br />mobile<br />search<br />
    38. 38. Your site<br />
    39. 39. Brand experiences<br />
    40. 40. Brand experiences<br />
    41. 41. Brand dialogues<br />
    42. 42. Brand interaction<br />
    43. 43. Brand interaction<br />
    44. 44. Local engagement<br />
    45. 45.
    46. 46. Brand engagement + assessment <br />
    47. 47. Brand messages<br />
    48. 48.
    49. 49. Location and recommendation<br />
    50. 50.
    51. 51.
    52. 52.
    53. 53. B2B: LinkedIn<br />
    54. 54. Google Analytics<br /> MEASURE!<br />
    55. 55. MEASURE!<br />YouTube Insight<br />
    56. 56. addictomatic.com<br /> MEASURE!<br />
    57. 57. socialmention.com<br /> MEASURE!<br />
    58. 58. search.twitter.com<br /> MEASURE!<br />
    59. 59. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
    60. 60. Develop strategy<br /> Set clear success parameters<br /> Set budgets early<br /> Set timeline & milestones <br /> Measure, review & change<br />
    61. 61. But don’t just strategise:<br />execute! <br /> Doing is learning<br />Show vision and belief<br /> (Apple don’t do focus groups)<br />
    62. 62. If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.’<br />
    63. 63. Thanks for listening<br /> thisisio.ie/sfa<br /> @thisisio<br />tim.hurles@iomail.ie<br />
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