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Marketing brunchseminar
The document discusses strategies for maximizing the effectiveness of marketing budgets. It recommends defining a clear growth priority based on data, identifying specific consumer behaviors to influence, and attaching a monetary value. It also suggests building on existing consumer behaviors, thinking in terms of touchpoints rather than media, timing messages to circumstances, choosing partners carefully, briefing creatively with passion, recycling creative assets, and continuously measuring and adjusting campaigns. The overall message is that focusing marketing efforts on a specific priority, understanding consumer behavior, and adapting campaigns iteratively can help optimize a marketing budget.
Marketing brunchseminar
- 1. Maximizing the effectof your marketing budget Knowledge shared by
- 2. Welcome Trends 2012/2013 Quick break(5min) 10 Thoughts on Marketing Knowledge shared by
- 3. “ I know thathalf of my advertising dollars are wasted … I just don’t know which half. John Wanamaker ” Knowledge shared by
- 4. Global financial crisis The NEW normal Knowledge shared by
- 5. Trends 2012/2013 Why is this important?
- 6. Extremely cost-sensitive 01. consumers • Stripped down offerings • Smaller sizes • More accessible products and services Knowledge shared by
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- 8. Indulging in small 02. luxuries • Many years of austerity • Escaping for todays many worries • Living a little - without giving up a lot Knowledge shared by
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- 10. Opportunity in economic 03. adversity • Continued joblessness • Discontent with “status quo” • Enabled by technology • Entrepreneurial mindset Knowledge shared by
- 11. Pete Cashmore Mark Zuckerberg Daniel Ek Alex Ljung 26 years 28 years 29 years 28 years Knowledge shared by
- 12. Shared office space 04. by the day • Collaborative atmosphere • Low start-up costs • Creative environments Knowledge shared by
- 13. Watch http://vimeo.com/43013745#at=0 video
- 14. New ways to create, capture 05. and deliver value • Disruptive business models • Shorter life expectancy of business models • Unexpected competition Knowledge shared by
- 16. Reinventing made in 06. China • Poor quality? • Copycatting? • Lack of trust? Knowledge shared by
- 18. The future is 07. Cash-less • Faster • Easier • Big Players Knowledge shared by
- 20. App 08. Overload • App-ifying everything • 1/2 million apps on App Store • Copycat apps Knowledge shared by
- 22. Bring your own 09. device (BYOD) • Content accessible through Cloud • BYOD policies • Audio and Video via Wifi Knowledge shared by
- 24. Fear of missing 10. out (FOMO) • Staying in the know • Social angst • In overdrive thanks to Smartphones Knowledge shared by
- 25. “If you weren‟tat one of Smirnoff‟s ravishing Nightlife Exchange Project parties, then where the bloody hell were you?” Knowledge shared by
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- 30. Why? Knowledge shared by
- 31. Define ONE clear Growthpriority Knowledge shared by
- 32. Identify a specific Attach a 01 Based on data/evidence 02 consumer behavior 03 monetary value Knowledge shared by
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- 34. Hard to convertvery satisfied Tesco customers. Knowledge shared by
- 35. People were Sleep shopping Knowledge shared by
- 36. 14m customers + £1.14/week 52 weeks - 3 years 14m existing customers who buy a range of food products. They each need to spend an additional £1.14 each weekly shop for a period of 3 years Knowledge shared by
- 37. 2.5bn £ Knowledge shared by
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- 40. Collect evidence Start yourown “evidence board” Knowledge shared by
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- 42. Build on existing behavior Knowledge shared by
- 43. Existing behavior Distance Desired behavior Knowledge shared by
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- 45. Think touch points instead of media Knowledge shared by
- 46. The average person getsexposed to 3000 Notices reacts /dag 80 10 max.
- 47. PRINT PR SALES PEOPLE TVC COMPETITIONS Consumer WEBSITE PROMOTION BLOG SPONSOR PACKAGING FACEBOOK VEHICLES CORRESPONDENCE WEB BANNER INVOICE OUTDOOR PANEL PRODUCT SERVICE EVENT Knowledge shared by
- 48. Media Touch point driven by reach driven by reach and depth EVENT Knowledge shared by
- 49. The success ofthe message depends upon the readiness of the consumer to receive it.
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- 53. Take advantage of circumstances Knowledge shared by
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- 56. Choose your partners carefully Knowledge shared by
- 57. Design Media Exhibitions PR Events Film Research SEO Company Web DM Branding Social Media Mobile Retail POP Advertising Knowledge shared by
- 58. Brief with passion Knowledge shared by
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- 62. Re-cycle creativity Knowledge shared by
- 63. Film production Initial investment (raw footage) Additional shots Sales Educational material TVC material Instore Social Viral TV Media Knowledge shared by
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- 66. Viral + Event + Sampling Knowledge shared by
- 67. Measure and adjust Knowledge shared by
- 68. 10 x Knowledge shared by
- 69. In conclusion 1. DefineGrowth priority 2. Start your own evidence board 3. Build on existing behavior 4. Think touch points 5. Time your message 6. Take advantage of circumstances 7. Choose partners carefully 8. Brief with passion 9. Recycle creativity 10. Measure and adjust as you go Knowledge shared by
- 70. Would you liketo know more? Or simply want a second opinion Contact us. Cris Anthony Hödar CEO and Partner email: cah@plenus.dk Mobile (+45) 28 262 851