Visual-only version of a talk io Creative Director Tim Hurles gave at the SFA 2010 conference in Dublin. Why advertising in a downturn is a good idea. Making the most of digital channels. How to get started.

1. We’re one of us: Small ad agency: 28 Founded in Dublin 2003 Opened in London in 2009 Large and small clients Challenges

2. ADVERTISING FOR SMALL FIRMS (by a small firm)

3. Why marketing in a downturn is a GOOD idea Smart ways to use new channels How to start

4. Why marketing in a downturn is a GOOD idea Smart ways to use new channels How to start

5. Common response to downturn…

6. SLASH EVERYTHING

7. Everyone’s doing the same thing

9. Is there value in behaving the same as them?

10. Intuition can be wrong

13. There’s never a better time to steal market share than in an economic downturn The Economist Intelligence Unit Survey

14. This is a great opportunity to release your inner evil genius Make the most of it

15. Wal-Mart founder Sam Walton on 1991 recession: “I’ve thought about it and decided not to participate.”

16. 2 years later, share price + 200%

17. In the 1930s, Kellogg’s continued marketing throughout the Great Depression

18. In the 1930s, Kellogg’s continued marketing throughout the Great Depression (unlike their competitors, Post Cereals)

19. 256% Prof. Andrew Razeghi, Kellogg School of Management Northwestern University

20. Everything is so soft, it’s pretty much a buyer’s market everywhere you turn. Peter Gardiner, Chief Media Officer, Interpublic Group

21. % + or – June 2009/June 2010 82.01% 5-6% of turnover spend 60.20% 57.27% -57.48% -76.13% -77.52% €0 spend io research 2010

22. Marketing is part of the solution, not the problem

23. Advertising & branding should be a crucial part of any business strategy. Not wooly. Defined. Measurable.

24. Keep advertising for as long as it keeps working. How do you know if it’s working?

25. MEASURE EVERYTHING! Digital channels

26. Why marketing in a downturn is a GOOD idea Smart ways to use new channels How to start

27. Your customers have changed

28. It used tobe aboutyour brandFAME

29. From now on it’s all aboutyour FANS

30. Now it’s aFAN ECONOMY Bud Caddell

33. As an owner/manager you should care because: Fans turn into real customers Fans generate interest and excitement Fans tell you how to be better Fans defend you when needed They’ll be talking about you anyway

34. Digital is not strategic an end in itself easy a cheap version of traditional magic

35. Digital is highly measurable democratic effective (used correctly) fast-moving hard to control

36. Before doing anything HAVE A PLAN Digital/social is tactical lll Should be part of overall strategy

37. social video / rich / interactive / webinars traditional Your site Outdoor/Ambient PR / media relations blogs podcasts eCRM mobile search

38. Your site

39. Brand experiences

40. Brand experiences

41. Brand dialogues

42. Brand interaction

43. Brand interaction

44. Local engagement

46. Brand engagement + assessment

47. Brand messages

49. Location and recommendation

53. B2B: LinkedIn

54. Google Analytics MEASURE!

55. MEASURE! YouTube Insight

56. addictomatic.com MEASURE!

57. socialmention.com MEASURE!

58. search.twitter.com MEASURE!

59. Why marketing in a downturn is a GOOD idea Smart ways to use new channels How to start

60. Develop strategy Set clear success parameters Set budgets early Set timeline & milestones Measure, review & change

61. But don’t just strategise: execute! Doing is learning Show vision and belief (Apple don’t do focus groups)

62. If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.’

63. Thanks for listening thisisio.ie/sfa @thisisio tim.hurles@iomail.ie