It\’s a Cut and Paste World: The Danger of Marketers Embracing this Culture

1. September 2011
Ronnie Perchik
ronniep@promoaid.com
847.425.1580

2. It’s a Cut and Paste World:
The Danger of Marketers
Embracing this Culture
Disclaimer: Some of the materials used in this
presentation may have been cut and pasted

3. It’s a Cut and Paste World
• How many times have you clicked these buttons…
– Today
– This week
– This month
– This year
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4. It’s a Cut and Paste World
• What did you cut and paste today?
– A blog
– An interesting article
– Someone’s contact information
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5. It’s a Cut and Paste World
• What did you cut and paste today?
– A blog
– An interesting article
– Someone’s contact information……
– A Marketing Plan
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6. It’s a Cut and Paste World
• Do brands really do that?
2010
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7. It’s a Cut and Paste World
• Do brands really do that?
2010 2011
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8. It’s a Cut and Paste World
• Do other brands really do it?
2010 2010
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9. It’s a Cut and Paste World
• What are the dangers of a Cut and Paste Plan?
1. Not understanding the drivers
2. Square peg in a round hole
3. Consumer burn-out
4. Not attracting new consumers
5. Consumer reliance
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10. It’s a Cut and Paste World
• Why brands do it
1) No one ever got fired by repeating a successful
campaign
• Established ROI
• Predicable cost
2) Budget/Time
3) Personnel turnover/rotation
• Planned
• Unplanned
4) Protecting an agency-client relationship
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11. It’s a Cut and Paste World
• Why brands do it
1) No one ever got fired by repeating a
successful campaign
• Established ROI
• Predicable cost
2) Budget/Time
3) Personnel turnover/rotation
• Planned
• Unplanned
4) Protecting an agency-client relationship
5) Not understanding what options are
available
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12. It’s a Cut and Paste World
• Marketing Options
1) Traditional Media
2) Non-traditional Media
3) Trade
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13. It’s a Cut and Paste World
• Marketing Options
1) Traditional Media
2) Non-traditional Media
1) Coupons
2) Samples
3) Social
4) Digital
5) Experiential
6) Venue-based
7) Etc.
3) Trade
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14. It’s a Cut and Paste World
• Within non-traditional media alone, PromoAid tracks close to 3,000
companies with almost 10,000 options…how do you keep up
• With Health Related/OTC Marketing alone, there are 18 different tactics
that a brand can use to activate its marketing plan
Co-Marketing / Partnerships Location Based Media
Couponing: In Store Magazine/Newspaper Inserts
Couponing: On Line Merchandising
Couponing: Digital Polybags
Custom Publishing POS / Aisle Signage / Secondary Displays
Demonstrations Promotional Advertising
Direct Mail Public Relations
Email Sampling
In-store Television Website Design and Development
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15. It’s a Cut and Paste World
• Research* shows that Rx and OTC consumers rely on the following
sources for product information
Physicians Pharmacists Social Mass Media Packaging Internet
Rx  
OTC     
*Kim and King (2009)
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16. It’s a Cut and Paste World
• Once you have the insight, how do you connect the dots…
Activation Options
Brand Objectives
The challenge is understanding all options and determining when to use what
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17. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
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18. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
2) Be innovative – what’s new, what’s next
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19. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
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20. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
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21. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
5) OTC specific – so well defined – but get out of
the pharmacy
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22. It’s a Cut and Paste World
• How to avoid a Cut and Paste
Marketing Plan
1) Incorporate new media, but the shiny
object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
5) OTC specific – so well defined – but get out of
the pharmacy
6) Use outside resources to educate you on options available – spend time on strategy
and innovation – “Don’t Go Old School”
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23. It’s a Cut and Paste World
• Non-traditional media: Targeting Physicians/Physician Offices
• Strategy: Use doctors and their offices to reach consumers with a
message, incentive or editorial content
• Sample Programs: Euro RSCG’s WallBoards®, Context Media’s Heart
Health Network, Healthy Advice’s Waiting Room Network, BrandPrex’s
Scriptbags
– Program: Euro’s WallBoards®
– Details: Delivers researched and expertly written editorial information
along side a large, single-advertiser message. The implied
endorsement from the venue heightens the effectiveness of the
advertiser's message.
– Targetability: By physician specialty
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24. It’s a Cut and Paste World
• Non-traditional media: Target Pharmacist and Pharmacies
• Strategy: In and around a pharmacy (including directly to pharmacist),
communicate brand benefits to consumers
• Sample Programs: Frontline Media’s Pharmacy Display Network, Alert
Marketing’s Pharm/Alert Coop Mail Program, Catalina Marketing’s
PharmAware®, Pharmacy Health Network’s Pharmacy Advertising LCD’s
– Program: Frontline’s Pharmacy Display Network
– Details: Displays offer targeted merchandising of HBC/OTC items to
pharmacy shoppers. Includes poster and take-ones.
– Targetability: By retailer
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25. It’s a Cut and Paste World
• Non-traditional media: Social Media
• Strategy: Create third-party advocates to promote your brand
• Sample programs: Likeable Media’s WOM/Social Program, BzzAgent’s
BzzCampaign, Collective Bias’ Conversational Media, Greater Than
One’s Social Media
– Program: Likeable Media’s WOM/Social Program
– Details: Builds online and offline communities led by brand
ambassadors to get your target audience to start talking about your
brand
– Targetability: By target audience
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