3 Most Dangerous Trends Facing  a Company Today<br />Marketplace activity and social barriers that stand in the way of a c...
Researched and Produced by<br />JayRay<br />Consultants Inc.<br />Sponsored by:<br />
Why we did this independent study<br />Most companies across North America are faced with the challenge of trying to hit a...
Areas Covered<br />The latest trends on “reaching customers”<br />Exposing the 3 most dangerous trends facing a company<br...
Current Landscape<br />The<br />
Not very optimistic...  But very real!<br />The failure rate of businesses is 96% within their first ten years. 80% of tho...
Many businesses will be asking...<br />“How do we rise above all the noise?”<br />Source: The Nielsen Corporation;  Intern...
Many businesses will be asking...<br />“How do we rise above all the noise?”<br />“How do we get to our target market?”<br...
“How do we rise above all the noise?”<br />“How do we get to our target market?”<br />Text message ads on mobile phones ar...
“How do we rise above all the noise?”<br />“How do we get to our target market?”<br />“How do we educate people with our o...
“How do we rise above all the noise?”<br />“How do we get to our target market?”<br />“How do we educate people with our o...
Three Most Dangerous Trends<br />A distracted society<br />Trust in messaging<br />The cost to reach a customer<br />
We’re a Distracted society<br />Trend #1<br />
Trying to get attention?<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research ...
Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and inter...
Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and inter...
Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and inter...
Trying to get attention?<br />Facebook’s Growth Chart and Goal<br />28% of the TV audience use a DVR to avoid commercials<...
Can’t be heard over the noise?<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Con...
Can’t be heard over the noise?<br />There are more than 300 million mobile subscribers in North America, representing appr...
Can’t be heard over the noise?<br />There are more than 300 million mobile subscribers in North America, representing appr...
Can’t be heard over the noise?<br />MESSAGE OVERLOAD:<br />Received an emailed news story from a friend<br />There are mor...
Can’t be heard over the noise?<br />MESSAGE OVERLOAD:<br />Received an emailed news story from a friend<br />There are mor...
People just don’t Trust<br />Trend #2<br />
People are just not sure<br />Source:AC Nielsen  Three Screen Report; Nielsen Global Survey; B2B Sales Lead Generation, Ma...
People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly...
People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly...
People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly...
Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 1...
Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 1...
Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 1...
Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 1...
Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 1...
Traditional marketing focus on….<br />Finding customers using techniques that are poorly<br />targeted and interrupt peopl...
Costs to reach customers<br />Trend #3<br />
“Less bang for the buck”<br />Soft Drink sales down 2.1% in ’09 (after a decline of 3% in ’08)<br />Advertising during the...
More advertisers = More competition<br />“Pay-per-click ads are being driven up in costs as the demand for online ad space...
Yes... the playing field looks dismal<br />However, there is a<br />secret combination<br />to achieving immediate<br />re...
But more <br />importantly ...<br />There will be a positive impact in people’s lives!<br />
The combination to “Thrive”<br />Source:   dotmanagement.com.ar<br />
The combination to “Thrive”<br />1 	Get the ‘Right’  Information to those who want it.<br />Source:   dotmanagement.com.ar...
The combination to “Thrive”<br />1 	Get the ‘Right’  Information to those who want it.<br />2Educate them (Think: What hav...
The combination to “Thrive”<br />1 	Get the ‘Right’  Information to those who want it.<br />2Educate them (Think: What hav...
‘right’ Information for those want it<br />1st code to the Combination<br />
Did you know?<br />Your company  solves problems and has information that makes people’s lives better–financially, emotion...
Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another ...
Help others... Help you<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Pu...
Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another ...
Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another ...
Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another ...
Target a hidden Demographic<br />Source: Hockey Canada; USA Hockey<br />
Target a hidden Demographic<br />People in Youth Team Sports across North America<br /><ul><li> Baseball
 Basketball
 Football
 Hockey
 Lacrosse
 Soccer</li></ul>Source: Hockey Canada; USA Hockey<br />
Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cel...
Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cel...
Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cel...
Eg.  Seasonal  Hockey Statistics<br /><ul><li> There are 60,000+ teams annually registered to play hockey
 A team averages 15 players (age 5 to 17), 4 staff members (adults – 60% Male)
 Teams play 1.5+ million games  and practice 2+ million times each year
 Most teams attend 2 to 3 tournaments  annually</li></ul>Target a hidden Demographic<br />Annually people involved in yout...
Know what they trust<br />Consumer Trust in Advertising by Channel <br />12+%  increase in consumer trust<br />“Persons ag...
Educate them – what can be ‘left’ behind<br />2nd code to the Combination<br />
It’s all about them... not You!<br />Push your message - Advertise<br />>>> Outbound Marketing<br />Give them what they wa...
Facts about inbound marketing<br />It Costs Less<br />Better Targeting<br />It's an Investment, Not an Ongoing Expense<br ...
20 Year Coincidence?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog;  Rick Burnes, Inbound M...
20 Year Coincidence?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog;  Rick Burnes, Inbound M...
20 Year Coincidence?<br />?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog;  Rick Burnes, In...
 Average Cost per Lead<br />20 Year Coincidence?<br />Inbound Marketing channels deliver 60% less per lead costs than outb...
Share your Information On-line<br /><ul><li> 67% of people surveyed recognize the value of advertising in the basic media ...
 If advertisers—especially those who are significantly underutilizing the medium and sticking with what is in their comfor...
Partner with a trusted source!<br />Align with a trusted sport’s resource that:<br /><ul><li>Is an authority in its field
Educates in multiple ways
Has a loyal following
Is supported by Subject Matter Experts (SMEs)
Shares practical information</li></ul>Content-Rich Website<br />TV/Video<br />Radio<br />White Papers<br />Tools<br />Soci...
Partner with a trusted source!<br />Align with a trusted sport’s resource that:<br /><ul><li>Is an authority in its field
Educates in multiple ways
Has a loyal following
Is supported by Subject Matter Experts (SMEs)
Shares practical information</li></ul>Content-Rich Website<br />TV/Video<br />Radio<br />White Papers<br />Tools<br />Soci...
the ‘right’ way<br />3rd code to the Combination<br />
But what is effective?<br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ...
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3 most dangerous trends facing businesses and what one can do about them.

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3 most dangerous trends facing businesses and what one can do about them.

  1. 1. 3 Most Dangerous Trends Facing a Company Today<br />Marketplace activity and social barriers that stand in the way of a company’s success.<br />
  2. 2. Researched and Produced by<br />JayRay<br />Consultants Inc.<br />Sponsored by:<br />
  3. 3. Why we did this independent study<br />Most companies across North America are faced with the challenge of trying to hit a moving target – clients.<br />As a multiple-media information resource, we speak to people daily who are business owners, employees and stakeholders, who struggle to survive in their industry. <br />In an attempt to alleviate some of the struggles, we commissioned this study to investigate these trends.<br />We are pleased to bring this informative presentation to you!<br />
  4. 4. Areas Covered<br />The latest trends on “reaching customers”<br />Exposing the 3 most dangerous trends facing a company<br />Discovering the combination to the lock – “Today’s secret to having a thriving business”<br />
  5. 5. Current Landscape<br />The<br />
  6. 6. Not very optimistic... But very real!<br />The failure rate of businesses is 96% within their first ten years. 80% of those fail in the first 2 years.<br />Nearly 600,000 companies a year go out of business<br />65% of Canadians believe it is still a recession and will demonstrate restraints in buying behavior. <br />The USA, Mexico, and Canada are losing jobs to China. (1.13 million managers are unemployed in the US – 3 times the amount of 2007)<br />Canadian household debt rose to $1.3 trillion in 2008; that works out to close to $40,000 for each man, woman, and child.<br />Source: U.S. Department of Commerce; U.S. Bureau of Labor Statistics; Chet Holmes International; Nielsen Global Consumer Confidence Index 2010; AMR Research , May 29, 2008; Certified General Accountants Association of Canada (CGAAC); Internet Advertising Revenue Report, PricewaterhouseCoopers LLP.<br />
  7. 7. Many businesses will be asking...<br />“How do we rise above all the noise?”<br />Source: The Nielsen Corporation; Internet Advertising Revenue Report, PricewaterhouseCoopers LLP<br />
  8. 8. Many businesses will be asking...<br />“How do we rise above all the noise?”<br />“How do we get to our target market?”<br />Source: The Nielsen Corporation; Internet Advertising Revenue Report, PricewaterhouseCoopers LLP<br />
  9. 9. “How do we rise above all the noise?”<br />“How do we get to our target market?”<br />Text message ads on mobile phones are the least trusted paid advertising channel, winning the confidence of 24% of consumers globally.<br />83% of Americans say they have a cell phone<br />Source: The Nielsen Corporation; Internet Advertising Revenue Report, PricewaterhouseCoopers LLP<br />Many businesses will be asking...<br />
  10. 10. “How do we rise above all the noise?”<br />“How do we get to our target market?”<br />“How do we educate people with our offer?”<br />“It’s never been more critical to be highly efficient and effective to reach consumers where they spend much of their time: online, on mobile devices, gaming and watching TV.”<br />Source: The Nielsen Corporation; Internet Advertising Revenue Report, PricewaterhouseCoopers LLP<br />Many businesses will be asking...<br />
  11. 11. “How do we rise above all the noise?”<br />“How do we get to our target market?”<br />“How do we educate people with our offer?”<br />“Will customers be able to pay for our offer?”<br />Source: The Nielsen Corporation; Internet Advertising Revenue Report, PricewaterhouseCoopers LLP<br />Many businesses will be asking...<br />
  12. 12. Three Most Dangerous Trends<br />A distracted society<br />Trust in messaging<br />The cost to reach a customer<br />
  13. 13. We’re a Distracted society<br />Trend #1<br />
  14. 14. Trying to get attention?<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook Engineering; The Nielsen Company; Radicati Group<br />
  15. 15. Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and internet simultaneously at least once a month for 2.5+ hours<br />44% of people polled said they were regularly on line at work<br />One in every 11 online minutes get spent on social network sites like Facebook.<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook Engineering; The Nielsen Company; Radicati Group<br />
  16. 16. Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and internet simultaneously at least once a month for 2.5+ hours<br />44% of people polled said they were regularly on line at work<br />One in every 11 online minutes get spent on social network sites like Facebook.<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook Engineering; The Nielsen Company; Radicati Group<br />
  17. 17. Trying to get attention?<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and internet simultaneously at least once a month for 2.5+ hours<br />44% of people polled said they were regularly on line at work<br />One in every11 online minutes get spent on social network sites like Facebook.<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook Engineering; The Nielsen Company; Radicati Group<br />
  18. 18. Trying to get attention?<br />Facebook’s Growth Chart and Goal<br />28% of the TV audience use a DVR to avoid commercials<br />57% of Americans use TV and internet simultaneously at least once a month for 2.5+ hours<br />44% of people polled said they were regularly on line at work<br />One in every 11 online minutes get spent on social network sites like Facebook.<br />Source:Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook Engineering; The Nielsen Company; Radicati Group<br />
  19. 19. Can’t be heard over the noise?<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Conference; Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook for business, HubSpot Blog; CTIA 2009<br />
  20. 20. Can’t be heard over the noise?<br />There are more than 300 million mobile subscribers in North America, representing approximately 90% of all adults (20% have both the device and data plan to access the mobile Web).<br />In the US, over 84 Billion text messages are sent in a month… over 1 Trillion in 2009.<br />“Average human today is inundated with over 2000 outbound marketing interruptions per day”<br />“People are consuming 350% more data than thirty years ago… (reading 100,000 more words a day outside of work)”<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Conference; Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook for business, HubSpot Blog; CTIA 2009<br />
  21. 21. Can’t be heard over the noise?<br />There are more than 300 million mobile subscribers in North America, representing approximately 90% of all adults (20% have both the device and data plan to access the mobile Web).<br />In the US, over 84 Billion text messages are sent in a month… over 1 Trillion in 2009.<br />“Average human today is inundated with over 2000 outbound marketing interruptions per day”<br />“People are consuming 350% more data than thirty years ago… (reading 100,000 more words a day outside of work)”<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Conference; Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook for business, HubSpot Blog; CTIA 2009<br />
  22. 22. Can’t be heard over the noise?<br />MESSAGE OVERLOAD:<br />Received an emailed news story from a friend<br />There are more than 300 million mobile subscribers in North America, representing approximately 90% of all adults (20% have both the device and data plan to access the mobile Web).<br />In the US, over 84 Billion text messages are sent in a month… over 1 Trillion in 2009.<br />“Average human today is inundated with over 2000 outbound marketing interruptions per day”<br />“People are consuming 350% more data than thirty years ago… (reading 100,000 more words a day outside of work)”<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Conference; Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook for business, HubSpot Blog; CTIA 2009<br />
  23. 23. Can’t be heard over the noise?<br />MESSAGE OVERLOAD:<br />Received an emailed news story from a friend<br />There are more than 300 million mobile subscribers in North America, representing approximately 90% of all adults (20% have both the device and data plan to access the mobile Web).<br />In the US, over 84 Billion text messages are sent in a month… over 1 Trillion in 2009.<br />“Average human today is inundated with over 2000 outbound marketing interruptions per day”<br />“People are consuming 350% more data than thirty years ago… (reading 100,000 more words a day outside of work)”<br />Source: Irene Rosenfeld, Chairman and CEO of Kraft Foods at the Nielsen’s Consumer Conference; Pew Research Center Biennial News Consumption Survey 2008; Princeton Survey Research Associates International; Facebook for business, HubSpot Blog; CTIA 2009<br />
  24. 24. People just don’t Trust<br />Trend #2<br />
  25. 25. People are just not sure<br />Source:AC Nielsen Three Screen Report; Nielsen Global Survey; B2B Sales Lead Generation, Marketing Profs, Survey 2008<br />
  26. 26. People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly watch nightly network news has fallen by half.<br />Fewer than half of the companies polled in 2008, use Web 2.0 techniques - Blogging, Podcasts or Social Media.<br />Source:AC Nielsen Three Screen Report; Nielsen Global Survey; B2B Sales Lead Generation, Marketing Profs, Survey 2008<br />
  27. 27. People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly watch nightly network news has fallen by half.<br />Fewer than half of the companies polled in 2008, use Web 2.0 techniques - Blogging, Podcasts or Social Media.<br />Source:AC Nielsen Three Screen Report; Nielsen Global Survey; B2B Sales Lead Generation, Marketing Profs, Survey 2008<br />
  28. 28. People are just not sure<br />63% of people trusted ads in Newspapers in 2007 vs 61% in 2009<br />Americans that regularly watch nightly network news has fallen by half.<br />Fewer than half of the companies polled in 2008, use Web 2.0 techniques - Blogging, Podcasts or Social Media.<br />Source:AC Nielsen Three Screen Report; Nielsen Global Survey; B2B Sales Lead Generation, Marketing Profs, Survey 2008<br />
  29. 29. Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 12 to 17 are texters while only 18% of cellphone owners ages 40 to 49 are texters.<br />A videogame download or new ring tone can cost a user several dollars, charged to his phone bill.<br />Source:Greystripe Mobile Advertising Insights Report:iPhone Mom 2009; Forbes.com article: An 'Incredible' Marketing Ploy <br />
  30. 30. Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 12 to 17 are texters while only 18% of cellphone owners ages 40 to 49 are texters.<br />A videogame download or new ring tone can cost a user several dollars, charged to his phone bill.<br />Source:Greystripe Mobile Advertising Insights Report:iPhone Mom 2009; Forbes.com article: An 'Incredible' Marketing Ploy <br />
  31. 31. Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 12 to 17 are texters while only 18% of cellphone owners ages 40 to 49 are texters.<br />A videogame download or new ring tone can cost a user several dollars, charged to his phone bill.<br />Source:Greystripe Mobile Advertising Insights Report:iPhone Mom 2009; Forbes.com article: An 'Incredible' Marketing Ploy <br />
  32. 32. Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 12 to 17 are texters while only 18% of cellphone owners ages 40 to 49 are texters.<br />A videogame download or new ring tone can cost a user several dollars, charged to his phone bill.<br />Source:Greystripe Mobile Advertising Insights Report:iPhone Mom 2009; Forbes.com article: An 'Incredible' Marketing Ploy <br />
  33. 33. Parents feel taken advantage of<br />59% of iPhone moms let their kids use their phone<br />72% of cellphone owners ages 12 to 17 are texters while only 18% of cellphone owners ages 40 to 49 are texters.<br />A videogame download or new ring tone can cost a user several dollars, charged to his phone bill.<br />“It is especially easy for children…to miss the small print in the lower corner of a commercial message stating that by ordering these 'extraordinarily inexpensive' services they commit to a standing, chargeable subscription”<br />Source:Greystripe Mobile Advertising Insights Report:iPhone Mom 2009; Forbes.com article: An 'Incredible' Marketing Ploy <br />
  34. 34. Traditional marketing focus on….<br />Finding customers using techniques that are poorly<br />targeted and interrupt people:<br />Outbound cold-calling<br />Print advertising<br />T.V. advertising<br />Junk mail<br />Spam<br />Trade shows <br />Source: Facebook for business, HubSpot Blog: Rick Burnes, 2008<br />
  35. 35. Costs to reach customers<br />Trend #3<br />
  36. 36. “Less bang for the buck”<br />Soft Drink sales down 2.1% in ’09 (after a decline of 3% in ’08)<br />Advertising during the Olympics has increased by 40% in 10 years (1996 to 2006)<br />Pharmaceutical promoting in the US has increased from $11.4B to $29.9B between 1995 and 2006<br />20% of US and British doctors now refuse to see any sales representatives.<br />Source: Centaur Communications Ltd ; PricewaterhouseCoopers LLP; Nielsen Monitor-Plus 2008<br />
  37. 37. More advertisers = More competition<br />“Pay-per-click ads are being driven up in costs as the demand for online ad space increases.”<br />[$10.9B annual spend in “search” by companies in US]<br />* SEARCH is defined as: <br />fees advertisers pay Internet companies to list and/or link their company site domain name to a specific search word or phrase<br />It now costs 3X more in 2008 than it did in 1992 to reach perspective buyers.<br />Source: PricewaterhouseCoopers LLP and Interactive Advertising Bureau (IAB); Pacific Bell study 2009; Implied by Design LLC<br />
  38. 38. Yes... the playing field looks dismal<br />However, there is a<br />secret combination<br />to achieving immediate<br />results for your business.<br />
  39. 39. But more <br />importantly ...<br />There will be a positive impact in people’s lives!<br />
  40. 40. The combination to “Thrive”<br />Source: dotmanagement.com.ar<br />
  41. 41. The combination to “Thrive”<br />1 Get the ‘Right’ Information to those who want it.<br />Source: dotmanagement.com.ar<br />
  42. 42. The combination to “Thrive”<br />1 Get the ‘Right’ Information to those who want it.<br />2Educate them (Think: What have I ‘Left’ them with?)<br />What is the ‘Right’ Way?<br />Source: dotmanagement.com.ar<br />
  43. 43. The combination to “Thrive”<br />1 Get the ‘Right’ Information to those who want it.<br />2Educate them (Think: What have I ‘Left’ them with?)<br />3What is the ‘Right’ Way?<br />
  44. 44. ‘right’ Information for those want it<br />1st code to the Combination<br />
  45. 45. Did you know?<br />Your company solves problems and has information that makes people’s lives better–financially, emotionally, physically. List what are they.<br />People buy benefits not features. List what yours are.<br />"People don't want to be sold! People want to buy!” How can you help them do that?<br />People want solutions. <br /> Ask them what their problems are.<br />Bottom Step: DATA<br />Raw counts of things, that have no meaning<br />Second Step: INFORMATION<br />Put data together related to a subject to<br />yield information<br />Third Step: KNOWLEDGE<br />Interpret and understand the  body<br />of information<br />Forth Step: WISDOM<br />Synthesize various streams of knowledge to make  informed judgments<br />Source: Jeffrey Gitomer's Little Red Book of Sales Answers; Adrian Mullan‘s Understanding Features and Benefits; Dr. A. J. Schuler - How to Build Wisdom and Prosper in an “Information Age”<br />Prosper in the “Information Age”<br />
  46. 46. Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another company was absolutely essential to maintain a competitive edge. <br />The number of business alliances is growing by 20% a year with 10,000 new alliances being reported in the last 12 months alone<br />Businesses anticipate strategic alliances accounted for 25% of all revenues.<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Publishing; Trendsetter Barometer PwC<br />
  47. 47. Help others... Help you<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Publishing; Trendsetter Barometer PwC<br />
  48. 48. Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another company was absolutely essential to maintain a competitive edge. <br />The number of business alliances is growing by 20% a year with 10,000 new alliances being reported in the last 12 months alone<br />Businesses anticipate strategic alliances accounted for 25% of all revenues.<br />Apple-Motorola-IBM PowerPC<br />Verizon-Vodafone = Verizon Wireless <br />Microsoft –Yahoo<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Publishing; Trendsetter Barometer PwC<br />
  49. 49. Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another company was absolutely essential to maintain a competitive edge. <br />The number of business alliances is growing by 20% a year with 10,000 new alliances being reported in the last 12 months alone<br />Businesses anticipate strategic alliances accounted for 25% of all revenues.<br />Apple-Motorola-IBM PowerPC<br />Verizon-Vodafone = Verizon Wireless <br />Microsoft -Yahoo<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Publishing; Trendsetter Barometer PwC<br />
  50. 50. Help others... Help you<br />90% of corporate executives surveyed felt a Strategic Alliance or Joint Venture with another company was absolutely essential to maintain a competitive edge. <br />The number of business alliances is growing by 20% a year with 10,000 new alliances being reported in the last 12 months alone<br />Businesses anticipate strategic alliances accounted for 25% of all revenues.<br />Apple-Motorola-IBM PowerPC<br />Verizon-Vodafone = Verizon Wireless <br />Microsoft -Yahoo<br />Source: 2005 Commonwealth Alliance Program (CAP), 2002 enterprise.com survey; 2001 Abraham Publishing; Trendsetter Barometer PwC<br />
  51. 51. Target a hidden Demographic<br />Source: Hockey Canada; USA Hockey<br />
  52. 52. Target a hidden Demographic<br />People in Youth Team Sports across North America<br /><ul><li> Baseball
  53. 53. Basketball
  54. 54. Football
  55. 55. Hockey
  56. 56. Lacrosse
  57. 57. Soccer</li></ul>Source: Hockey Canada; USA Hockey<br />
  58. 58. Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cell phones<br />Food (Restaurants, groceries)<br />Gas<br />Hotel rooms<br />Medical/Therapy/Fitness<br />Transportation (Bus, Airline)<br />Under Garments & Clothes<br />Website for stats and info<br />Source: Hockey Canada; USA Hockey<br />
  59. 59. Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cell phones<br />Food (Restaurants, groceries)<br />Gas<br />Hotel rooms<br />Medical/Therapy/Fitness<br />Transportation (Bus, Airline)<br />Under Garments & Clothes<br />Website for stats and info<br />Source: Hockey Canada; USA Hockey<br />
  60. 60. Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cell phones<br />Food (Restaurants, groceries)<br />Gas<br />Hotel rooms<br />Medical/Therapy/Fitness<br />Transportation (Bus, Airline)<br />Under Garments & Clothes<br />Website for stats and info<br />Eg. - Typical annual spend <br />of families in hockey.<br />Source: Hockey Canada; USA Hockey<br />
  61. 61. Eg. Seasonal Hockey Statistics<br /><ul><li> There are 60,000+ teams annually registered to play hockey
  62. 62. A team averages 15 players (age 5 to 17), 4 staff members (adults – 60% Male)
  63. 63. Teams play 1.5+ million games and practice 2+ million times each year
  64. 64. Most teams attend 2 to 3 tournaments annually</li></ul>Target a hidden Demographic<br />Annually people involved in youth sports utilize:<br />Bank Account for the team<br />Cell phones<br />Food (Restaurants, groceries)<br />Gas<br />Hotel rooms<br />Medical/Therapy/Fitness<br />Transportation (Bus, Airline)<br />Under Garments & Clothes<br />Website for stats and info<br />Source: Hockey Canada; USA Hockey<br />
  65. 65. Know what they trust<br />Consumer Trust in Advertising by Channel <br />12+% increase in consumer trust<br />“Persons aged 30-34 are uniquely prone to trusting online advertising of different forms.”<br />Source: Global Consumer Trust in Advertising by Channel 2009 - Nielsen Global Online Consumer Survey<br />
  66. 66. Educate them – what can be ‘left’ behind<br />2nd code to the Combination<br />
  67. 67. It’s all about them... not You!<br />Push your message - Advertise<br />>>> Outbound Marketing<br />Give them what they want...<br />>>> Inbound Marketing!!!<br />"The key is for advertisers to use and evolve the dynamic properties of the internet to attract customers, and develop relationships with them in an engaging and compelling manner to keep them coming back and spreading the word to their peers." <br />Source: B2B Sales Lead Generation, Marketing Profs, 2008; Adam Berkowitz, CEO of ID Society, Inc.; Rick Burnes Blog, “Inbound Marketing & the Next Phase of Marketing on the Web”<br />
  68. 68. Facts about inbound marketing<br />It Costs Less<br />Better Targeting<br />It's an Investment, Not an Ongoing Expense<br />Source: Rick Burnes Blog, Inbound Marketing & the Next Phase of Marketing on the Web<br />
  69. 69. 20 Year Coincidence?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog; Rick Burnes, Inbound Marketing & the Next Phase of Marketing on the Web<br />
  70. 70. 20 Year Coincidence?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog; Rick Burnes, Inbound Marketing & the Next Phase of Marketing on the Web<br />
  71. 71. 20 Year Coincidence?<br />?<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog; Rick Burnes, Inbound Marketing & the Next Phase of Marketing on the Web<br />
  72. 72. Average Cost per Lead<br />20 Year Coincidence?<br />Inbound Marketing channels deliver 60% less per lead costs than outbound channels<br />Source: 2010 State of Inbound Marketing Study, Mike Volpe, HubSpot Blog; Rick Burnes, Inbound Marketing & the Next Phase of Marketing on the Web<br />
  73. 73. Share your Information On-line<br /><ul><li> 67% of people surveyed recognize the value of advertising in the basic media model of underwriting low cost and free content.
  74. 74. If advertisers—especially those who are significantly underutilizing the medium and sticking with what is in their comfort zone—dedicated a “fair share” of ad expenditures based on this simple share-of-mind analysis, Internet ad revenues should be roughly 20% greater.</li></ul>A way to get more than you bargained for!<br />Source: Global Consumer Trust in Advertising by Channel<br />2009 - Nielsen Global Online Consumer Survey<br />
  75. 75. Partner with a trusted source!<br />Align with a trusted sport’s resource that:<br /><ul><li>Is an authority in its field
  76. 76. Educates in multiple ways
  77. 77. Has a loyal following
  78. 78. Is supported by Subject Matter Experts (SMEs)
  79. 79. Shares practical information</li></ul>Content-Rich Website<br />TV/Video<br />Radio<br />White Papers<br />Tools<br />Social Media<br />Newsletter<br />Specialized Training<br />
  80. 80. Partner with a trusted source!<br />Align with a trusted sport’s resource that:<br /><ul><li>Is an authority in its field
  81. 81. Educates in multiple ways
  82. 82. Has a loyal following
  83. 83. Is supported by Subject Matter Experts (SMEs)
  84. 84. Shares practical information</li></ul>Content-Rich Website<br />TV/Video<br />Radio<br />White Papers<br />Tools<br />Social Media<br />Newsletter<br />Specialized Training<br />
  85. 85. the ‘right’ way<br />3rd code to the Combination<br />
  86. 86. But what is effective?<br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ear, nose, and throat surgeon at Brigham and Women's Hospital in Boston, Massachusetts<br />
  87. 87. But what is effective?<br />Newspaper advertising rates GREW an average of 18% between 2005 and 2007.<br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ear, nose, and throat surgeon at Brigham and Women's Hospital in Boston, Massachusetts<br />
  88. 88. But what is effective?<br />In 2008, it was calculated that people wasted 21 hours per year deleting e-mails, compared to 2.2 hours a year in 2000.<br />Newspaper advertising rates GREW an average of 18% between 2005 and 2007.<br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ear, nose, and throat surgeon at Brigham and Women's Hospital in Boston, Massachusetts<br />
  89. 89. But what is effective?<br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ear, nose, and throat surgeon at Brigham and Women's Hospital in Boston, Massachusetts<br />
  90. 90. But what is effective?<br />Multi-sensory, educational, entertaining information<br />Give them something to remember you or your company by. They will be grateful and you will create a longer lasting impression.<br />"We know there's a link between smell and memory" <br />Source: Forrester Research 2008; Newspaper media.com; Ferris Research; Neil Bhattacharyya, an ear, nose, and throat surgeon at Brigham and Women's Hospital in Boston, Massachusetts<br />
  91. 91. Give people what THEY want<br />“Advertising as an anti-recession tool… Ad budgets should be related to the company's goals instead of to last year's sales or to next year's promises”<br />Source: The Nielsen Company; Harvard Business Review Article<br />
  92. 92. Give people what THEY want<br />Source: The Nielsen Company; Harvard Business Review Article<br />
  93. 93. Give people what THEY want<br />Use your new partnership with a Trusted Source to:<br />GIVE THEM a “Gift”<br /><ul><li>Saving Coupons (drive traffic)
  94. 94. Giveaways (collect client info)</li></ul>Get THEIR Opinion<br /><ul><li>Run a Contest to get their input/ideas – then use them
  95. 95. Conduct a Survey… listen to what they think is important</li></ul>Engage in THEIR lifestyle<br /><ul><li>Twitter, Facebook opt-ins
  96. 96. Mobile Messaging opt-ins</li></ul>Source: The Nielsen Company; Harvard Business Review Article<br />
  97. 97. Give people what THEY want<br />Use your new partnership with a Trusted Source to:<br />GIVE THEM a “Gift”<br /><ul><li>Saving Coupons (drive traffic)
  98. 98. Giveaways (collect client info)</li></ul>Get THEIR Opinion<br /><ul><li>Run a Contest to get their input/ideas – then use them
  99. 99. Conduct a Survey… listen to what they think is important</li></ul>Engage in THEIR lifestyle<br /><ul><li>Twitter, Facebook opt-ins
  100. 100. Mobile Messaging opt-ins</li></ul>AND be positioned as an authority on your topic(s)<br />Be a guest on a radio show.<br />Take part in a training course as an authority on a subject.<br />Share tips, facts and how-to’s via Blogs and articles.<br />Create Special Reports and White papers with content that educates.<br />Source: The Nielsen Company; Harvard Business Review Article<br />
  101. 101. Use TV Effectively<br />Source: Scarborough Research, Scarborough USA+ Study, Release 1 2009; The Nielsen Company; PlaceVine 2009; Inc. Magazine<br />
  102. 102. Use TV Effectively<br />are you an Upstart Brand? Get BIG! <br />Networks are looking for non-competitive brands to create incremental revenue.<br />CereTom [a product placed on the TV show “ER”] experienced a 60% uptick in website traffic and received 10 direct inquiries from hospital reps regarding the $330,000 device, when their average number of inquiries was about two to three calls per month.<br />Source: Scarborough Research, Scarborough USA+ Study, Release 1 2009; The Nielsen Company; PlaceVine 2009; Inc. Magazine<br />
  103. 103. Use TV Effectively<br />are you a Large brand?Get in Early!<br />Before a show or personality is well-known, get in at the ground floor of a production.<br />are you an Upstart Brand? Get BIG! <br />Networks are looking for non-competitive brands to create incremental revenue.<br />CereTom [a product placed on the TV show “ER”] experienced a 60% uptick in website traffic and received 10 direct inquiries from hospital reps regarding the $330,000 device, when their average number of inquiries was about two to three calls per month.<br />Ponds was the sole presenting sponsor of “The Starter Wife”, with normal commercial breaks filled with real life stories of women who personified the ‘Ponds’ brand. <br />Source: Scarborough Research, Scarborough USA+ Study, Release 1 2009; The Nielsen Company; PlaceVine 2009; Inc. Magazine<br />
  104. 104. Use TV Effectively<br />are you a Large brand?Get in Early!<br />Before a show or personality is well-known, get in at the ground floor of a production.<br />are you an Upstart Brand? Get BIG! <br />Networks are looking for non-competitive brands to create incremental revenue.<br />CereTom [a product placed on the TV show “ER”] experienced a 60% uptick in website traffic and received 10 direct inquiries from hospital reps regarding the $330,000 device, when their average number of inquiries was about two to three calls per month.<br />Ponds was the sole presenting sponsor of “The Starter Wife”, with normal commercial breaks filled with real life stories of women who personified the ‘Ponds’ brand. <br />Quality product placement in television boosts brand awareness to 57.5% when combined with an ad.<br />Source: Scarborough Research, Scarborough USA+ Study, Release 1 2009; The Nielsen Company; PlaceVine 2009; Inc. Magazine<br />
  105. 105. Use TV Effectively<br />Example: “Top Chef” in March of 2008 was the #1 rated food show.<br />So what, right?<br />What is the value for a company not in the food industry?<br />Bravo Network ranks above all network and cable programmers for: <br />In-program placement brand recall (63% vs. others at 46%)<br />Brand opinion (26% vs. others at 12%)<br />Source: Scarborough Research, Scarborough USA+ Study, Release 1 2009; The Nielsen Company; PlaceVine 2009; Inc. Magazine<br />
  106. 106. Be in two places at once<br />Source: Harris Interactive Inc. “Radio and the Internet” 2007; Other lines of Enquiry<br />
  107. 107. Be in two places at once<br />Source: Harris Interactive Inc. “Radio and the Internet” 2007; Other lines of Enquiry<br />
  108. 108. Be in two places at once<br />Campaigns which use both media have the opportunity to connect with consumers in multiple ways.<br />Source: Harris Interactive Inc. “Radio and the Internet” 2007; Other lines of Enquiry<br />
  109. 109. Be in two places at once<br />On a daily basis, radio and the Internet together reachabout83% of the 18-54 population<br />Source: Harris Interactive Inc. “Radio and the Internet” 2007; Other lines of Enquiry<br />
  110. 110. Share THEIR stories with Others<br />Effectively integrate user-generated content into emails<br /><ul><li>Sephora cosmetics shares the results of votes and gives thanks
  111. 111. wisteria.com shares a note from FB fans in an email marketing campaign</li></ul>The number one reason, 55% of people surveyed, post content on blogs, websites and message boards, is: <br /> “I used the product and liked it.”<br />Source: “Chief Marketer” Penton Media publication<br />
  112. 112. What will this combination do for you?<br />Information. Education. Right Way<br />
  113. 113. Help you reach your goals<br />Make meaningful connections to customers, so they think about the value brought to them.<br />Grow a database of names for re-marketing and staying in touch with them.<br />Strengthen your brand as a leader in its industry.<br />
  114. 114. And now a word from our sponsor<br />The Ultimate Resource for Minor Hockey<br />
  115. 115. The Mission<br />Our mission is to better the game, by bettering the people.<br />The Hockey Source provides people in all roles of the game with valuable information about hockey, so the can make sound decisions and have more fun!<br />Our customers, fans and stakeholders enjoy their involvement knowing they are making a difference in people’s lives.<br />VIZOR<br />
  116. 116. The Brand<br />The Ultimate Resource for Minor Hockey<br />Coming this Fall<br />Radio Show<br />Websites<br />Specialized Training<br />Products<br />TV Show<br />Live Events<br /><ul><li>Books
  117. 117. Interviews
  118. 118. Tradeshows
  119. 119. Content Rich
  120. 120. Course: Live and On-line
  121. 121. How to’s
  122. 122. Customized Resource Manual
  123. 123. Tools ’n Stuff
  124. 124. Arena visits
  125. 125. Newsletter
  126. 126. On & off the ice
  127. 127. Podcasts
  128. 128. Social Media </li></ul>(FB, Twitter, Blog, YouTube)<br />Subject Matter Experts<br /><ul><li>Special Reports
  129. 129. Source Team
  130. 130. 19 Topics</li></ul>AND for the kids, there’s...<br /><ul><li>Stores on-line
  131. 131. Video Tips</li></ul>VIZOR<br />
  132. 132. Here is what others are saying<br />“Thank you very much for your reply.... <br />your information is very very useful to me...”<br />Vicki Harrison, Parent, ON<br />“Good stuff… would be happy to help anyway I can.”<br />Bill Daly, Deputy Commissioner NHL, NY<br />“…a great resource for information, fun, entertainment and education for all of us who are interested in or involved…”<br />GordKirke, Sports Attorney, ON<br />“Got your newsletter recently… a great read. ...the Team Manager's Program...quality learning system for individuals to empower themselves to be better.”<br />Albert Wong, Hockey Manager, ON<br />“I really appreciate what you said about hockey being for fun…”<br />Denise Fletcher, Parent, SK<br />“Awesome tip of the week video…”<br />Craig Wedge, Parent, NB<br />“Your concept and radio follow through of The Hockey Source as an on air show is to be applauded”<br />E.J. Maguire, former NHL Coach, ON<br />
  133. 133. Share your value...<br />Connect with people...<br />We can help you make this happen!<br />CALL NOW<br />905-209-8030<br />or send an email to<br />info@thehockeysource.tv<br />

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