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Robert Levy's CPG Presentation Success Makers 2010


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Robert Levy's CPG Presentation Success Makers 2010

  1. 1. Best New Product AwardsSuccess Makers Workshop onSocial Media<br />February 2010<br />
  2. 2. Page 2<br />The landscape is evolving… hang on<br />
  3. 3. Brand Marketing Issues<br />(n=102)<br />*Respondents allowed to choose multiple categories<br />Source: 5th Annual Marketers Survey<br />Top 3 most important issues to Marketers over the next 12 months?<br />Ensuring my campaign resonates with and engages my target market – 75% agree<br />Ensuring my brand remains well positioned for growth in my category – 73% agree<br />Maximizing my marketing ROI – 68% agree<br />Which of the following issues are currently most important to you with regards to the brand(s) you work on?<br />
  4. 4. Time Spent<br />Hours Per week<br />Q: In an average week, please indicate how many hours you spend watching, listening, OR interacting with each of the following.<br />Source: 2010 BrandSpark Canadian Shopper Study<br />
  5. 5. Social Networking Sites<br />Q: Are you a member of any of the following online social networks?<br />Source: 2010 BrandSpark Canadian Shopper Study<br />
  6. 6. Blogs<br />Q: Do you read blogs? Do you ever write blogs? (Often/Sometimes)<br />Source: 2010 BrandSpark Canadian Shopper Study<br />
  7. 7. Media Spending Habits<br />(n=102)<br />Source: 5th Annual Marketers Survey<br />Top 3 spending increases <br />Social networking sites (Facebook, twitter, etc)<br />Online advertising other than display<br />Online display advertising <br />Over the next 12 months, do you expect to spend more, spend less, or spend the same amount of your total marketing budget towards the following marketing/media channels and initiatives?<br />
  8. 8. Director of Marketing for Yahoo Canada <br /> <br />Found a picture of Max on linked in<br /><ul><li> Headquartered in Toronto, Ontario
  9. 9. Leading Internet destination
  10. 10. Innovative
  11. 11. Visited by more than 16 million Canadians in December, 2009
  12. 12. Mobile sites visited by more than 1 million unique mobile users in December, 2009 </li></ul>Max Tremblay <br />
  13. 13. Page 9<br />LISTEN ……<br />JOIN….. <br />AND IMPORTANTLY…. <br />SHAPE THE CONVERSATIONS<br />
  14. 14. Drew Modules<br />Page 10<br />
  15. 15. Social Media Fit <br /> <br />The real question is how does Social Media fit into your brand strategy framework?<br /><ul><li> When do you need to use it?
  16. 16. Against which targets?
  17. 17. To complement which other media choices?
  18. 18. And how will you measure the impact?</li></li></ul><li>Page 12<br />BrandSpark Positioning Network - Overview<br />Target Consumer<br />Consumer Needs<br />Why We will Win<br />(differentiation)<br />+<br />Key Consumer Benefit<br />“The Elevator Pitch”<br />Who is the brand trying to reach?<br /><ul><li> Target Market
  19. 19. What are their needs?</li></ul>Why does the brand exist?<br /><ul><li> Competitive advantage
  20. 20. Key points of differentiation
  21. 21. Why is the brand relevant to consumers?</li></ul>Brand Character/ Personality<br />If the brand was a person, how would she/he be described?<br /><ul><li> The voice, look & feel of the brand</li></li></ul><li>TheBrand Health Cascade shows where you losemore/ less of the consumer base than your keycompetitors<br />Model Structure<br />Identify where consumers fall out (purchase barriers) of the purchase funnel and design strategies targeted at those specific consumers to close the ‘leaky bucket’<br />Stage 1<br />Stage 2<br />Stage 3<br />Stage 4<br />Stage 5<br />Stage 6<br />Stage 7<br />Consumers drop out of a brand’s purchase funnel at each stage. The key is to identify the volume opportunity that is presented (or being lost) at each stage and prioritize strategies to address them.<br />Strongest Predictor of Market Share<br />
  22. 22. <ul><li>Apply appropriate communication strategies based on brand strategy objectives</li></ul>ILLUSTRATIVE: EXAMPLE DATA<br />Awareness<br />Consideration<br />Familiarity<br />Associations<br />Quality<br />Usage<br />Conviction<br />Making the Brand Cascade Actionable <br />T.V.<br />Radio<br />Newspaper<br />Magazine<br />Outdoor<br />Direct Mail<br />Sponsorship<br />Internet Advertising<br />Social Media<br />
  23. 23. Thank You!<br />