1. Ing.Martin Šámal, Senior Brand Manager
Listen…………….get inspired………..discuss
MARKET (your th)ING

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Source the experience
• Check succesful products, campaigns
• Seek the right supporter / investor
BUT
• Secure your know-how
• Keep thinking your way
FOR EXAMPLE…………………………………

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Step by Step
Discover your own approach and not America again…..in 23 bullets.

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Important marketing bullets:
Name your baby:
• Business and product - name connections
• Money saver – inbound, outbound marketing
Consumer /market definition:
• Precise C description saves money – you do not hit irrelevant crowd
• Precise M description avoids inconsistent long/mid term plan
USP:
• The Holy Grail of marketing – strong USP presents itself
Alternatives:
• The battle field – seek differentiators
Outbound marketing: IN DETAIL

5. Attract your
people

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Define your budget?
Investment = revenues stabilisation with defined ROI.
What is the media price made up of?
• Impact – OTS – how many people should see my ad for given price?
• Relevance (afinity) – how many relevant people (the message is
benefitial and there is a reason to listen to it and react) should see my
ad?
• Impact quality – what does the situation of receiving the ad message
look like?

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Trends
• Cats, not dogs
• Do not make strong difference between B2B, B2C
• Gamefication

8. Communication
channels

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Keep the orchestration on your
side
Less you pay = less control you get!!!

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BUZZ
• If nothing happens around your project, nobody knows it.
• Create stories, make fun of your project, source from others and
turn disadvantages into communication topics – balance on the
edge.
EXAMPLE:
baby sitting = topic for married couples

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PR
• Build your relationship/ connection to relevant media.
• Create stories, make fun of your project, source from others and
turn disadvantages into communication topics – be realistic.
• Be proactive and a step ahead = have an elevator pitch speech
(media output should be defined by you and not how journalists
want).
• „Corporate“ Social Responsibility = visible PR at your scale.
Look at possible negative impact of your project and show you
intend to eliminate it.

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WOM
• Satisfied customer = perfect advertising.
• People do not share good experience – they share your failure.
• Surprise them and thus give them a reason to talk about you in a
positive way.

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Online
Build it like a house:
• SEO – own site, maximize number of references on blogs, social
media, news etc.
• PPC – help yourself a bit and be displayed on your key words
• Display ads – banners, video – play with formats
• CRM – build a database = DM

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Offline mass media
Always think like your customer and find touchpoints:
• OOH – billboards, public traffic, bars, cinemas,
• Radio
• Print - newspapers / magazines - targeting
• TV – other media formats- PP

15. Never forget

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Be creative

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Develop simple visuals and
messages.

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DO’s and DON’Ts
• Never lie and overpromise despite the fact competitors do it
• Do not forget about mental property = pay buy outs
• Measure, check, evaluate and finetune
• Be consistent and resolute with your core ideas

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Ing.Martin Šámal, Senior Brand Manager
Thanks for your attention:
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