How old school is still cool

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All of the cool marketers are doing it digitally, but it doesn’t mean you should give up traditional marketing platforms. Hear why print media and face-to-face marketing are still valuable tools in advancing your brand. Also, learn how traditional marketing can complement digital and continue to be effective.

What You Will Learn:

Better understanding of consumer media consumption
Learn how to make your current media work harder for you

Published in: Business, News & Politics
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How old school is still cool

  1. 1. How Old School Is Cool Saturday, October 12, 2013 2:00pm – 2:50pm
  2. 2. COPYRIGHT NOTICE The copyright law of the United States (Title 17, United States Code) governs the making of photocopies or other reproduction of copyrighted material. Under certain conditions specified in the law, libraries and archives are authorized to furnish a photocopy or other reproduction. One of these specified conditions is that the photocopy or reproduction is not to be "used for other purpose than private study, scholarship or research." If a user makes a request for, or later uses, a photocopy or reproduction for purposes in excess of "fair use," that person may be liable for copyright infringement. DISCLAIMER The opinions of the contributors expressed herein do not necessarily state or reflect those of the National Association of Convenience Stores. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the National Association of Convenience Stores. The National Association of Convenience Stores makes no warranty, express or implied, nor does it assume any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, product, or process described in these materials.
  3. 3. Moderator Joe Hamza VP Sales & Marketing Tedeschi Food Shops, Inc. Speakers Ira Gleser President Amplify Marketing Communications Krista Lang SVP, Executive Media Director 22squared
  4. 4. How Old School Is Cool Ira L. Gleser
  5. 5. Everything is Going “Old School"
  6. 6. Social Media Bingo
  7. 7. Traditional Media: Driving Traffic and Sales Print OOH Radio Direct Mail PR Signage In-Store Merchandising
  8. 8. IMPRESSIONS EXPRESSIONS CONVERSATIONS TRANSACTIONS
  9. 9. Consu M ers Associ A tes Broadly Define Your Market Shoppe R s Sta K eholders M E dia Communi T ies
  10. 10. Don’t Forget Your Brand Lover!
  11. 11. Orchestrating Your Messages
  12. 12. ADVERTISING IS BASED ON ONE THING: HAPPINESS. - DON DRAPER
  13. 13. How Old School Is Cool Krista Lang
  14. 14. Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to. — Bob Thacker former CMO of OfficeMax
  15. 15. Develop clear communication and sales goals 1.
  16. 16. 2. Plan around your consumers and their behaviors
  17. 17. Average time spent per day (in minutes) with major media by U.S. adults Print = 32 minutes (0:32) Digital = 316 minutes (5:16) Broadcas t= 397 minutes (5:57) Total = 725 minutes (12:05)
  18. 18. U.S. total ad spending (by media) Source: eMarketer, Aug 2013
  19. 19. Ways in which U.S. smartphone and tablet owners use gas and convenience apps/sites (by device)
  20. 20. 3. Understand what messaging should reach your consumer and via what media
  21. 21. As a major CDR’s budget grows, they don’t abandon traditional media. They add digital to help augment traffic driving media.
  22. 22. How one c-store is using digital media
  23. 23. Brand vs. Promotion
  24. 24. Effectively measure what’s working and what’s not 4.
  25. 25. 1. Embrace social media, but don’t forget traditional channels 2. Broadly define your M.A.R.K.E.T. 3. Turn your brand lovers into brand ambassadors 4. Create consistent messaging 5. Develop clear communication and sales goals 6. Plan around your consumers and their behaviors 7. Understand what messaging should reach your consumer and via what media 8. Effectively measure what’s working and what’s not
  26. 26. ira@amplifymc.com 678.646.9116 www.amplifymc.com @iragleser krista.lang@22squared.com 404.347.8850 www.22squared.com @kicka @22squared Thank you!

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