The document provides strategies for building a brand with a small marketing budget during an economic recession. It recommends focusing marketing efforts on the most profitable tactics, targeting vulnerable competitors, and appealing to consumer emotions with creative advertising. Cutting unnecessary spending and increasing investment in high-quality creative work that will outperform competitors are emphasized.
SEO for Enterprise: Back to the BasicsAdam Audette
When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Back to Basics Webinar 1: Introduction to NoSQLMongoDB
This is the first webinar of a Back to Basics series that will introduce you to the MongoDB database, what it is, why you would use it, and what you would use it for.
Back to Basics: My First MongoDB ApplicationMongoDB
This Back to Basics webinar series will introduce you to NoSQL and the MongoDB database. You will find out what MongoDB is, why you would use it, and what you would use it for.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
When it comes to sponsorship development, too many associations are still stuck in the signs and banners and "metal level" era. The sponsorship environment has changed and associations need to get on board or become irrelevant from a sponsorship perspective.
How Small Products-Based Businesses Can Still Compete Against the Big PlayersAgiliron Inc.
Small businesses face challenges from every quarter as they go about trying to sell their products to target customers. Initially, they face teething problems like hiring the right work force and improving visibility amongst their target audience.
This PowerPoint Presentation take you through challenges encountered by small businesses and their corresponding solutions.
Chasing your dream what's stopping you Aamir Qutub
Making the decision to chase your dreams can be a frightening one. Making large changes to your life and how you live it is never easy, but by breaking the path to your dreams down into manageable goals, you can make the transition a much easier one. Achieving your dreams is possible, you just need a good plan.
For more information, click the link in the description and check out my Youtube video.
https://youtu.be/tUIKzTzVlFQ
Introduction to Lean Startup tools - Bank of IrelandRaomal Perera
This is an introductory talk on the value of some of the tools we use in Lean Startup such as Business Model Canvas, Value Proposition Design & Mapping the Environment.
Introduction to Entrepreneurial Management - Entrepreneurship 101 (2012/2013)MaRS Discovery District
Starting a new business is not the same as running an operating business. As Steve Blank puts it "a startup is an idea looking for a business model". Over the last decade a number of management practices have emerged that recognizes the particular challenges facing new ventures. In particular, Blank's Customer Development Model and the related "Lean" movement are increasingly popular with entrepreneurs of all sorts. This lecture introduces and define the key concepts of the new entrepreneurial management practices and illustrate how startups can utilize them at any step of their process.
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
In an attempt to restructure the MEIA Leon Drury gave this presentation to meeting attendees on the 6th of September at Mount Druitt TAFE College to inspire collaboration to continue the work of the MEIA
SEO for Enterprise: Back to the BasicsAdam Audette
When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Back to Basics Webinar 1: Introduction to NoSQLMongoDB
This is the first webinar of a Back to Basics series that will introduce you to the MongoDB database, what it is, why you would use it, and what you would use it for.
Back to Basics: My First MongoDB ApplicationMongoDB
This Back to Basics webinar series will introduce you to NoSQL and the MongoDB database. You will find out what MongoDB is, why you would use it, and what you would use it for.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
When it comes to sponsorship development, too many associations are still stuck in the signs and banners and "metal level" era. The sponsorship environment has changed and associations need to get on board or become irrelevant from a sponsorship perspective.
How Small Products-Based Businesses Can Still Compete Against the Big PlayersAgiliron Inc.
Small businesses face challenges from every quarter as they go about trying to sell their products to target customers. Initially, they face teething problems like hiring the right work force and improving visibility amongst their target audience.
This PowerPoint Presentation take you through challenges encountered by small businesses and their corresponding solutions.
Chasing your dream what's stopping you Aamir Qutub
Making the decision to chase your dreams can be a frightening one. Making large changes to your life and how you live it is never easy, but by breaking the path to your dreams down into manageable goals, you can make the transition a much easier one. Achieving your dreams is possible, you just need a good plan.
For more information, click the link in the description and check out my Youtube video.
https://youtu.be/tUIKzTzVlFQ
Introduction to Lean Startup tools - Bank of IrelandRaomal Perera
This is an introductory talk on the value of some of the tools we use in Lean Startup such as Business Model Canvas, Value Proposition Design & Mapping the Environment.
Introduction to Entrepreneurial Management - Entrepreneurship 101 (2012/2013)MaRS Discovery District
Starting a new business is not the same as running an operating business. As Steve Blank puts it "a startup is an idea looking for a business model". Over the last decade a number of management practices have emerged that recognizes the particular challenges facing new ventures. In particular, Blank's Customer Development Model and the related "Lean" movement are increasingly popular with entrepreneurs of all sorts. This lecture introduces and define the key concepts of the new entrepreneurial management practices and illustrate how startups can utilize them at any step of their process.
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
In an attempt to restructure the MEIA Leon Drury gave this presentation to meeting attendees on the 6th of September at Mount Druitt TAFE College to inspire collaboration to continue the work of the MEIA
Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.
B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfallscircle S studio
Content marketing continues to grow in popularity and play a bigger role in B2B marketing strategies. But while adoption of content marketing is on the rise and confidence in its effectiveness is growing, B2B marketers still face ongoing challenges and common pitfalls.
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!
I am sure that you will agree with me that, with the economic crisis on the one hand and the digital revolution on the other, every advertising professional has the right to feel like a HERO. Therefore I will use the greatest hero of the past as an example for the future.
The bare fact that we are in advertising during this crisis seems like “the act of rearranging the deck chairs on the Titanic”. We soon realized that in a sinking economy in order to save ourselves we had to create work, which is a “life vest” for our clients and their brands.
We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”.
The third part of this presentation asks:
What really happened to communication strategy by the digitalization of our world?
We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”.
The second part of this presentation asks:
What really happened to communication theory by the digitalization of our world?
The advertising industry is facing a digital reality today where its operational model is being challenged. In order to survive in this new “ocean” our profession has to adapt but not necessarily to change. We have to learn how to swim effectively by rediscovering our key competencies and adding some new capabilities. Most importantly though we have to keep our heads above the water and continue to create ideas that turn “what if” into “what is”.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3. “It is not the strong, nor the intelligent who
survive, but those who are quickest to adapt.”
Charles Darwin
Παρασκευή, 27 Φεβρουαρίου 2009
4. THE MOST CHALLENGING BUSINESS
ENVIRONMENT FOR YEARS
Παρασκευή, 27 Φεβρουαρίου 2009
5. SAY THE ‘R’ WORD
• Recessions caused by liquidity
problems are particularly severe.
In recent months we have seen
major financial institutions and
the world’s stock markets
collapse.
• Some companies do succeed in
recession. They see it as an
opportunity for growth.
• Your company needs to estimate
the profitability of marketing
spend. The time is now.
Παρασκευή, 27 Φεβρουαρίου 2009
6. CUT THE
MARKETING
BUDGET
Παρασκευή, 27 Φεβρουαρίου 2009
9. Why?
• Is your industry recession-
proof or recession sensitive?
• Where does your company
place on the scale?
• How can marketing help grow
profit?
• Can you deliver a knock-out
blow to competition?
Παρασκευή, 27 Φεβρουαρίου 2009
11. Changes in consumer behavior depend not so
much on how much money people have, but
on how they view that amount. It depends not
so much on their current financial situation,
but on their expectations.
Παρασκευή, 27 Φεβρουαρίου 2009
12. Recession-proof
• They expect their income
to grow. They’re
confident about their
income and savings.
• A recession does little to
change their behavior.
• Enjoying the material
benefits of life is
important to them, so
they will keep buying top
of the line brands.
Παρασκευή, 27 Φεβρουαρίου 2009
13. Solution-seeker
• Even in deep recession
this group is optimistic
about their future. They
believe they will keep
their jobs.
• Their life is not so much
financial gain as
achieving what they see
as the good life.
Παρασκευή, 27 Φεβρουαρίου 2009
14. Security-seeker
• These people are
obsessed with financial
security.
• They are looking for more
than just a “good buy”.
• Their need for security
leads them to well known
and trusted brands that
offer reassurance and
stability.
Παρασκευή, 27 Φεβρουαρίου 2009
15. Vulnerable
• These people have
opposing life goals. They
want the better things in
life for the social status
they bring.
• But at the same time they
feel the need to be
cautious and protect
themselves.
• They may switch to buying
products and brands that
are more affordable.
Παρασκευή, 27 Φεβρουαρίου 2009
16. PUT AN END TO TELE-TERROR
Παρασκευή, 27 Φεβρουαρίου 2009
18. No more
Mr. Nice Guy
• Recession is an opportunity to
put weaker competitors out of
the market.
• Review your competition to
see which brands are
vulnerable. Is the cost of
additional marketing support
less than the potential gain?
• Research will help you here. A
decline in the strength of
consumer’s relationship with
the brand can be seen in
research after 6 months.
Παρασκευή, 27 Φεβρουαρίου 2009
19. Harvest the Cow
• Companies that increase
marketing spend in recession
increase their market share.
• Higher ad-spend achieves
greater share gains during
“recession” times.
• New and improved products
have more consumer impact
when competitors are weak.
Παρασκευή, 27 Φεβρουαρίου 2009
20. High Value
• Consumers always look for
value for money, especially
in recession.
• Value doesn’t mean cheap.
Value for money can be
defined as (relative) price
times (perceived) quality.
• You can improve your
brand’s value by increasing
its perceived quality at the
same price.
Παρασκευή, 27 Φεβρουαρίου 2009
24. Emotive Persuasive Informative
60
45
30
15
0
Sales Market Share Profit Loyalty
Source: Binet, Less and Field: Marketing in the Era of Accountability Base: 880 Campaigns 1979-2006
APPEAL TO THEIR EMOTIONS
Παρασκευή, 27 Φεβρουαρίου 2009
25. On Target
• Multi-channel campaigns
have better success rate
(65%) than single channel
campaigns (58%).
• Don’t spread your budget too
thinly across too many
channels. The crucial metric
in every channel is always
the share of voice relative to
the competitors.
Παρασκευή, 27 Φεβρουαρίου 2009
26. THE MEDIUM IS THE MESSAGE
Παρασκευή, 27 Φεβρουαρίου 2009
28. Where to cut
• Drop support for stagnant
brands.
• Exploit seasonality to make
cuts in off-peak sales periods.
The sale loss will be lower.
• Small brands often take a
disproportionate share of
marketing spend because
they are trying to grow, but
bigger brands are likely to
deliver bigger returns in the
short term.
Παρασκευή, 27 Φεβρουαρίου 2009
29. Great advertising can sell 20 times more than
average advertising. The recession will put
extra pressure on the advertising budget, you
need a bigger bang for every cent.
Παρασκευή, 27 Φεβρουαρίου 2009
30. CHOOSE AN AGENCY THAT LOVES EFFIES
Παρασκευή, 27 Φεβρουαρίου 2009
32. Corporate Marketing Communication Advertising
Strategy Strategy Strategy Strategy
DEFINE ADVERTISING EFFECTIVENESS
IN TERMS OF YOUR CORPORATE GOALS
Παρασκευή, 27 Φεβρουαρίου 2009
33. Written Briefs
• Everything flows from your
brief: it is the platform for the
communications strategy and
the internal creative brief, for
the creative work and the
media mix.
• The more clearly you key
business issues and objectives
are defined, the more likely is
to get effective work.
• Written briefs save you time
and money.
Παρασκευή, 27 Φεβρουαρίου 2009
34. Building a bridge
• Briefing an agency is like
building a bridge.
• Begin by explaining where
you want the bridge to start
from. That’s point A.
• Then you would say where it
should go. That’s point B.
• Don’t tell them how to build
the bridge, this is their job.
They are the specialists
after all.
Παρασκευή, 27 Φεβρουαρίου 2009
35. Don’t use Creative
to clarify Strategy
• On average 75% of creative
ideas go through three
stages of approval, and 22%
go through four.
• Informal or sloppy briefing
from junior members of the
team, or changing
requirements cost you time
and money.
• Set the objectives before
the creatives start work and
stick to them.
Παρασκευή, 27 Φεβρουαρίου 2009
36. Judge Properly
• Judge the work against the
marketing and creative
briefs. Does the work solves
the business issue?
• Expect the great work to go
beyond the letter of the
brief. The brief can only go
so far towards the solution.
• It is not the solution itself,
there should always be a
creative leap.
Παρασκευή, 27 Φεβρουαρίου 2009
37. Use research
wisely
• Always bear in mind the
limitations of pre-testing
research.
• The samples involved are
often small, the work is
usually shown in rough form
with zero production values.
Don’t delegate all
responsibility to it.
• Don’t use research as a drunk
uses a lamp post - for support
rather than illumination.
Παρασκευή, 27 Φεβρουαρίου 2009
38. LEARN WHAT WORKS AND DO MORE OF THAT
Παρασκευή, 27 Φεβρουαρίου 2009
39. Pay by results
• If the agency’s campaign
create a huge success for
your brand, it will make a
substantial amount of money.
• But if your brand suffers, the
agency will share your
financial pain.
• Your agency needs to cover
its basic costs, then set KPI’s
which together add up to
100% of remuneration above
cost.
Παρασκευή, 27 Φεβρουαρίου 2009
41. Save up money
• Production covers anything
involved in the final delivery
of creative ideas to selected
media.
• Add to this the hidden costs
managing the process as
well as what it may be
hidden within the advertising
agency’s creative fees.
• Handling agency production
in the right way can create
30% efficiencies.
Παρασκευή, 27 Φεβρουαρίου 2009
42. Create efficiencies to reduce costs
• Consolidate all your production in one place.
• Managing Creative assets efficiently.
• Outsource to more cost effective markets.
• Large savings can be achieved through central buying.
• Ensure fewer mistakes in final production.
Παρασκευή, 27 Φεβρουαρίου 2009
44. Marketing that
sells.
• Traditionally Marketing and
Sales exist in an adversarial
relationship to one another.
• Where there is the least
amount of alignment
between the two functions
performance is clearly at
risk.
• Gaining alignment among
two traditionally competing
camps is no easy task.
Παρασκευή, 27 Φεβρουαρίου 2009
45. Difficult Questions
• Should I cut low performers or invest in them?
• How can I get more of my mediocre performers up to the
learning curve faster?
• How can I ensure that I don’t lose my top performers?
• How do we maintain a value sell and not discount by cutting
price?
• How can I better equip my sales force with the marketing tools
they need so they ‘ll spend more time talking to prospects and
less time prepping?
Παρασκευή, 27 Φεβρουαρίου 2009
46. YOU SEE A CRISIS!
Παρασκευή, 27 Φεβρουαρίου 2009
47. “I was asked what I thought about
recession. I thought about it and
decided not to take part.”
Sam Walton, founder of Wall-Mart
Παρασκευή, 27 Φεβρουαρίου 2009
48. THANKS
antonis.kocheilas@loweworldwide.com
Παρασκευή, 27 Φεβρουαρίου 2009