Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Traditional Marketing Plan of Attack
No need to take notes!
You can find this presentation on our Facebook.
Visit fruchtman.com to sign up for our weekly newsl...
The biggest lie in advertising.
Traditional
Media
is Dead
Print Ads
Newspaper
Radio
TV
Yellow Pages
MARKETING SURVEY
AGE OF RESPONDENTS
18-24 2.9%
25-34 8.6%
35-49 18.3%
50-64 45.2%
65+ 24.7%
YOUR Survey Says!
Do you listen to local
AM/FM radio stations?
ALL 18-34
Yes 81.4% 90.9%
No 17.6% 9.1%
YOUR Survey Says!
Where do you listen
to AM/FM radio?
ALL 18-34
At home 3.9%
At work 8.8%
In car 73.5% 90.9%*
Other location 2%
*Remainder i...
Do you watch TV?
(CBS, NBC, ABC, FOX, CABLE)
ALL 18-34
Yes 98% 90.9%
No 2% 9.1%
YOUR Survey Says!
How do you watch
television programming?
ALL 18-34
Television Set 97.1% 100%
Mobile Device 5.9% 27.2%*
Desktop Computer 8....
Where do you get your news?
ALL 18-34
Television 75.5% 63.6%*
Radio 44.1% 54.5%*
Newspaper 42.2% 9%*
Local Website 29.4% 4...
Which of these represents the amount of
recorded TV you watch? (DVR, etc.?)
ALL 18-34
None 29.4% 27.3%
Under 25% 20.6% 18....
Do you read your local newspaper?
ALL 18-34
Yes 58.8% 27.25%
No 40.2% 72.75%
YOUR Survey Says!
If yes, do you read the printed version
or digital version?
IF YES 18-34
Printed 51% 33.3%
Digital 15.7% 66.7%
YOUR Survey...
Do you read local consumer magazines?
ALL 18-34
Yes 42% 45.5%*
No 51% 54.5%*
Not available in area 9%
*No respondents in t...
Do you read national consumer magazines?
ALL 18-34
Yes 44.1% 54.5%
No 54.9% 45.5%
YOUR Survey Says!
Do you notice outdoor billboards?
ALL 18-34
Yes 87.3% 90.9%
No 12.7% 9.1%
YOUR Survey Says!
Are you more likely to pay attention
to a digital billboard?
ALL 18-34
Yes 50% 45.5%
No 48% 54.5%
YOUR Survey Says!
What do you primarily use Facebook for?
ALL 18-34
Interacting with friends/family 73.5% 72.7%
Interacting with brands/comp...
What would you say is an accurate amount
of time you surf the web each day?
ALL 18-34
Under 1 hour 53.9% 9%
2-4 hours 39.2...
What would you say accurately depicts your
interaction with web banner ads for a
company or product?
ALL 18-34
I notice th...
Which advertising vehicle would you say personally most
influences you or has the greatest impact on your
purchasing decis...
What is your household income level?
ALL 18-34
Up to $50,000 7.8% 27.3%
$50,000 - $100,000 25.5% 36.3%
$100,000 - $150,000...
What is your gender?
ALL 18-34
Male 52.9% 27.3%
Female 46.1% 72.7%
YOUR Survey Says!
What is your education level?
ALL 18-34
High School Diploma 5.9% 0%
Some college 27.5% 36.4%
College degree 53.9% 63.6%
Ad...
Traditional media is not dead!
Liars can figure and figures can lie.
2004
“We have reached the end of the
era of mass marketing”
-Forrester & Co.
2012
“Social media tactics are not
meaningful sales drivers”
-Forrester & Co.
What do you primarily use Facebook for?
ALL 18-34
Interacting with friends/family 73.5% 72.7%
Interacting with brands/comp...
2006
“The end of television as we know it”
-IBM
2008
“Probably 2/3 or more of the household
advertisers care about reaching will be
fast forwarding through commercials”
-...
2013 Nielsen Report
8% of total TV viewing in the US was done
on a DVR and only 50% of the time
people skipped the spots.
That’s 4%!
BIG SIX Study:
In the US, people with DVRs watched
12% more TV.
However, 90% of them skipped the ads.
So is it 4% or 90%?
2007 Wired Magazine:
Traditional TV won’t be here in 7-10 years.
How do you watch
television programming?
ALL 18-34
Television Set 97.1% 100%
Mobile Device 5.9% 27.2%*
Desktop Computer 8....
Which of these represents the amount of
recorded TV you watch? (DVR, etc.?)
ALL 18-34
None 29.4% 27.3%
Under 25% 20.6% 18....
We hold these marketing beliefs
to be near and dear to us:
1. Traditional advertising is not dead.
2. We’re pretty sure, however, the Yellow Pages is dead.
3. Traditional advertisin...
7. People don’t care about following your brand on
Facebook. It’s not why they are there.
8. Great advertising can and wil...
12. Digital marketing alone is not going to change your
business.
13. We believe in digital marketing! It should be a part...
17. Who cares if you have 125,000 Facebook fans? Do they
shop with you? It’s not about the number. It’s about the
quality....
THE PLAN
RULE OF THUMB:
• 5-8% of gross sales should go to your
marketing including any fees.
Consider your market conditions,
loca...
RULE OF THUMB:
• Examine your sales history over the past
3-5 years and look at month by month
averages. Assign the percen...
YOUR BUDGET CAN BE BROKEN
DOWN THIS WAY:
TRADITIONAL MEDIA EXPENDITURES:
• TV, radio, print, billboard, cinema,
Pandora Internet Radio, iHeart Radio,
production co...
DIGITAL MEDIA EXPENDITURES:
• Social media, website, paid search,
digital advertising, email marketing,
retargeting, produ...
EVENT MARKETING EXPENDITURES:
• Private parties, trunk shows,
birthday/anniversary programs,
direct mail, production costs...
TYPICAL FULL-SERVICE
CLIENT PERCENTAGES:
• Traditional Media Average: 50-55%
• Digital/Media Average: 17-20%
• Event Avera...
THANK YOU!
ellen@fruchtman.com
angie@fruchtman.com
419.539.2770
Upcoming SlideShare
Loading in …5
×

Smart Show: Traditional Marketing - Fruchtman Marketing

1,052 views

Published on

Fruchtman Marketing presents on "The Biggest Lie In Marketing" at the Smart Show in Chicago 2015.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Smart Show: Traditional Marketing - Fruchtman Marketing

  1. 1. Traditional Marketing Plan of Attack
  2. 2. No need to take notes! You can find this presentation on our Facebook. Visit fruchtman.com to sign up for our weekly newsletter, Tuesday Tips & Tricks. We’ll be posting complete survey results in a future issue!
  3. 3. The biggest lie in advertising.
  4. 4. Traditional Media is Dead Print Ads Newspaper Radio TV Yellow Pages
  5. 5. MARKETING SURVEY
  6. 6. AGE OF RESPONDENTS 18-24 2.9% 25-34 8.6% 35-49 18.3% 50-64 45.2% 65+ 24.7% YOUR Survey Says!
  7. 7. Do you listen to local AM/FM radio stations? ALL 18-34 Yes 81.4% 90.9% No 17.6% 9.1% YOUR Survey Says!
  8. 8. Where do you listen to AM/FM radio? ALL 18-34 At home 3.9% At work 8.8% In car 73.5% 90.9%* Other location 2% *Remainder in age category did not respond YOUR Survey Says!
  9. 9. Do you watch TV? (CBS, NBC, ABC, FOX, CABLE) ALL 18-34 Yes 98% 90.9% No 2% 9.1% YOUR Survey Says!
  10. 10. How do you watch television programming? ALL 18-34 Television Set 97.1% 100% Mobile Device 5.9% 27.2%* Desktop Computer 8.8% 27.2%* *Represents respondents who chose more than one answer. YOUR Survey Says!
  11. 11. Where do you get your news? ALL 18-34 Television 75.5% 63.6%* Radio 44.1% 54.5%* Newspaper 42.2% 9%* Local Website 29.4% 45.4%* National Website 48% 81.8%* *Represents respondents who chose more than one answer. YOUR Survey Says!
  12. 12. Which of these represents the amount of recorded TV you watch? (DVR, etc.?) ALL 18-34 None 29.4% 27.3% Under 25% 20.6% 18.2% 25% 12.7% 9% 50% 17.6% 18.2% 75% 11.8% 18.2% All 7.8% 9.1% YOUR Survey Says!
  13. 13. Do you read your local newspaper? ALL 18-34 Yes 58.8% 27.25% No 40.2% 72.75% YOUR Survey Says!
  14. 14. If yes, do you read the printed version or digital version? IF YES 18-34 Printed 51% 33.3% Digital 15.7% 66.7% YOUR Survey Says!
  15. 15. Do you read local consumer magazines? ALL 18-34 Yes 42% 45.5%* No 51% 54.5%* Not available in area 9% *No respondents in this age category said it’s not available YOUR Survey Says!
  16. 16. Do you read national consumer magazines? ALL 18-34 Yes 44.1% 54.5% No 54.9% 45.5% YOUR Survey Says!
  17. 17. Do you notice outdoor billboards? ALL 18-34 Yes 87.3% 90.9% No 12.7% 9.1% YOUR Survey Says!
  18. 18. Are you more likely to pay attention to a digital billboard? ALL 18-34 Yes 50% 45.5% No 48% 54.5% YOUR Survey Says!
  19. 19. What do you primarily use Facebook for? ALL 18-34 Interacting with friends/family 73.5% 72.7% Interacting with brands/companies 13.7% 27.3% YOUR Survey Says!
  20. 20. What would you say is an accurate amount of time you surf the web each day? ALL 18-34 Under 1 hour 53.9% 9% 2-4 hours 39.2% 64% 5+ hours 5.9% 27% YOUR Survey Says!
  21. 21. What would you say accurately depicts your interaction with web banner ads for a company or product? ALL 18-34 I notice them but never click* 34.3% 27.3% I notice them but rarely click* 49% 45.4% I notice them and usually click* 14.7% 27.3% I notice them and always click* 0% 0% *All respondents interested in product YOUR Survey Says!
  22. 22. Which advertising vehicle would you say personally most influences you or has the greatest impact on your purchasing decision? ALL 18-34 A television commercial 34.3% 27.3% A radio ad 4.9% 0% A billboard 1% 0% A newspaper ad 7.8% 0% A magazine ad 10.8% 18.2% An online banner ad 2.9% 0% A Facebook ad 4.9% 18.2% Email blast 27.5% 36.3% YOUR Survey Says!
  23. 23. What is your household income level? ALL 18-34 Up to $50,000 7.8% 27.3% $50,000 - $100,000 25.5% 36.3% $100,000 - $150,000 26.5% 18.2% $150,000+ 29.2% 18.2% YOUR Survey Says!
  24. 24. What is your gender? ALL 18-34 Male 52.9% 27.3% Female 46.1% 72.7% YOUR Survey Says!
  25. 25. What is your education level? ALL 18-34 High School Diploma 5.9% 0% Some college 27.5% 36.4% College degree 53.9% 63.6% Advanced degree (Masters, Ph.D) 8.8% 0% YOUR Survey Says!
  26. 26. Traditional media is not dead!
  27. 27. Liars can figure and figures can lie.
  28. 28. 2004 “We have reached the end of the era of mass marketing” -Forrester & Co.
  29. 29. 2012 “Social media tactics are not meaningful sales drivers” -Forrester & Co.
  30. 30. What do you primarily use Facebook for? ALL 18-34 Interacting with friends/family 73.5% 72.7% Interacting with brands/companies 13.7% 27.3% YOUR Survey Says!
  31. 31. 2006 “The end of television as we know it” -IBM
  32. 32. 2008 “Probably 2/3 or more of the household advertisers care about reaching will be fast forwarding through commercials” -TIVO CEO
  33. 33. 2013 Nielsen Report 8% of total TV viewing in the US was done on a DVR and only 50% of the time people skipped the spots.
  34. 34. That’s 4%!
  35. 35. BIG SIX Study: In the US, people with DVRs watched 12% more TV. However, 90% of them skipped the ads.
  36. 36. So is it 4% or 90%?
  37. 37. 2007 Wired Magazine: Traditional TV won’t be here in 7-10 years.
  38. 38. How do you watch television programming? ALL 18-34 Television Set 97.1% 100% Mobile Device 5.9% 27.2%* Desktop Computer 8.8% 27.2%* *Represents respondents who chose more than one answer. YOUR Survey Says!
  39. 39. Which of these represents the amount of recorded TV you watch? (DVR, etc.?) ALL 18-34 None 29.4% 27.3% Under 25% 20.6% 18.2% 25% 12.7% 9% 50% 17.6% 18.2% 75% 11.8% 18.2% All 7.8% 9.1% YOUR Survey Says!
  40. 40. We hold these marketing beliefs to be near and dear to us:
  41. 41. 1. Traditional advertising is not dead. 2. We’re pretty sure, however, the Yellow Pages is dead. 3. Traditional advertising is extremely important to customers beyond the bridal age. And, they have the big bucks! 70% of all wealth is with people 50+. 4. Even the coveted 25-34 demo engages with traditional media. 5. People don’t like advertising. Never have. Never will. 6. They don’t like advertising any more on digital properties. Remember, over 83% of you rarely or never clicked on an ad, even if interested in the product.
  42. 42. 7. People don’t care about following your brand on Facebook. It’s not why they are there. 8. Great advertising can and will still persuade a consumer to purchase. The key word here is “great”. 9. People’s habits are changing. Contrary to public opinion, that’s not overnight. 10. In 2015 (and the near future) traditional advertising is important to your media mix. Its demise is greatly exaggerated. 11. If you don’t think your website is one of your most important marketing tools, you’re wrong. (Remember, the Yellow Pages is dead)
  43. 43. 12. Digital marketing alone is not going to change your business. 13. We believe in digital marketing! It should be a part of your mix. We don’t believe it’s a silver bullet. 14. It would be great if all of your customers came from WOM. But, that’s not happening. 15. You have to have EXCEPTIONAL service or do something exceptional to get someone to recommend you or talk about you for FREE. Sorry, to acquire new customers, you have to advertise. 16. No one really follows you on Twitter. #You’renotthatinteresting.
  44. 44. 17. Who cares if you have 125,000 Facebook fans? Do they shop with you? It’s not about the number. It’s about the quality. 18. If you’re not capturing a customer’s email address, you’re missing out on a tremendous inexpensive opportunity to sell! It’s no longer an option. 19. How do we know your advertising is working? Increased traffic to the door from marketing initiatives and increased sales by you and your staff. TrafSys creates a good door counter that’s inexpensive. 20. You can’t be successful without a plan.
  45. 45. THE PLAN
  46. 46. RULE OF THUMB: • 5-8% of gross sales should go to your marketing including any fees. Consider your market conditions, location and competition.
  47. 47. RULE OF THUMB: • Examine your sales history over the past 3-5 years and look at month by month averages. Assign the percentage as a part of the yearly sales. For example, you may find December to represent 20% of sales.
  48. 48. YOUR BUDGET CAN BE BROKEN DOWN THIS WAY:
  49. 49. TRADITIONAL MEDIA EXPENDITURES: • TV, radio, print, billboard, cinema, Pandora Internet Radio, iHeart Radio, production costs, etc.
  50. 50. DIGITAL MEDIA EXPENDITURES: • Social media, website, paid search, digital advertising, email marketing, retargeting, production costs, etc.
  51. 51. EVENT MARKETING EXPENDITURES: • Private parties, trunk shows, birthday/anniversary programs, direct mail, production costs, etc.
  52. 52. TYPICAL FULL-SERVICE CLIENT PERCENTAGES: • Traditional Media Average: 50-55% • Digital/Media Average: 17-20% • Event Average: 25-28%
  53. 53. THANK YOU! ellen@fruchtman.com angie@fruchtman.com 419.539.2770

×