I conducted this presentation to a great group of NSCC students.

1. A time of “reset”
You can’t go back to the old ways of
Marketing
February 15, 2009

2. What’s this “reset”?
• Thank you Richard Florida (and others)
• His/their position is that this recession is a
“great reset”
• A time of dramatic change and for people to
press the “reset” button
• Opportunity to start fresh and change the way
you do business
• Take advantage of it – don’t be afraid
• Re-invent ‘marketing’, ‘branding’, ‘advertising’,
‘PR’ and other means of consumer engagement

3. “Resetting” Yogurt?
“Danone’s Brand "Resets" Are Driving Sales
Growth Around The World”
New products have been important parts of what
Danone calls brand “resets” that are kindling continued
growth in many markets. The new items include Eco
Yoghurt in Russia, Danonino Yoghurt for kids in
Portugal and other markets, Activia breakfast mix-it-
yourself kits of yogurt and cereal in Bulgaria, Argentina,
and Brazil.
*Brandchannel – Feb. 15

4. So who’s this guy?

5. Old School to New View
• Currently own my own company
• Worked at Bristol Group (3 years)
• Prior to move east, ran Nikon Canada’s
consumer and retail marketing
• Several years working for domestic and
international advertising agencies
– Leo Burnett, Dentsu, Padulo and Media Buying
Services (MBS)
– Worked with brands such as Rogers, Kraft, CIBC,
and Canon
• Started career at Molson in sales department

6. A generalist that’s a specialist
• Strategic and business planning
• Brand development/management
• Advertising and media planning
– print, outdoor, broadcast, online, etc.
• e-Marketing
– web development, social media, mobile, etc.
• “Other” Marketing
– promotions, contests, partnerships, loyalty programs,
sponsorships, etc.
• Communications
– marketing PR, media/community relations, etc.
• Market and consumer research
– quantitative and qualitative, online, etc.

7. My “reset”
• Moved to a part of Canada I knew nothing
about
• Set up my own business
• Looked beyond the ‘standard’ borders
• Approach things from the consumer point
of view
• Loyal to my client, no one else

8. What I’ve done?

9. University of Regina
Developed comprehensive recruitment package (designed
publications, display material, and microsite) and direct ongoing
social media efforts.
Publications/Display
Microsite
Social Media

10. Bell Aliant
Directed the development of a new student targeted initiative –
contest driven microsite – and support ongoing efforts with online
and social media advertising.
Microsite
Online Advertising

11. Propeller Brewery
Developed the marketing plan and directed the new face for the
Propeller brand – consumer and channel facing.
Advertising Website

12. Atlantic Canada Cruise Association
Developed a new brand strategy, along with an visual identity
and creative platform for Atlantic Canada and the organization
responsible for promoting cruising to this region.
Brand Development
Website
Channel
Marketing

13. Atlantic Canada Cruise Association
http://www.youtube.com/watch?v=Zz8NxjfG9FQ

14. Who out there has “reset” things?

15. Shawn White
• He’s not just some punk that skateboards
and snowboards
• He’s a brand that has built an empire
around him
• His sponsors are Red Bull, HP, Oakley,
Burton (since 7) and many other well
recognized brands
http://www.youtube.com/watch?v=e1Zoh2JC_XA

16. Ashton Kutcher (Katalyst)
• Movie Star? Cultural icon? Content
Creator? Marketer?
• He has raised his position well beyond
“actor”
• Took on CNN (twitter)
• Through his media company Katalyst,
creates content for multiple platforms

17. Ashton Kutcher (Katalyst)

18. Gary Vaynerchuk
• Wine got this guy where?
• Creator of Wine Library TV – video
podcasts on wine
• Approaches the wine category in a very
non ‘standard’ way
• Released a book – “Crush it”
http://www.youtube.com/watch?v=EhqZ0RU95d4&featur

19. So what’s after this “reset”?

20. My suggestions
• Be different
– Think about things so differently it makes you
uncomfortable
• Make connections
– Connect with anyone, anytime, through all vehicles
• Keep learning
– Immerse yourself category information (i.e.
Mashable, IAB, Fast Company, Marketing Magazine,
etc.)
• Take chances
– You won’t know if it works if you don’t try it

21. Questions?

22. Contact:
Sean Williams
(902)220-5945
williamsmarketing@ns.sympatico.ca
@SWMGroup