The document provides strategies for marketing in a down economy. It discusses maintaining or increasing advertising budgets during recessions as companies that did so saw higher sales growth after recessions. It recommends focusing on digital marketing like search engine optimization, social media, mobile and video as budgets shift to these lower-cost channels. Specific strategies include focusing on the future economic recovery, protecting market share, increasing brand awareness, opportunistically purchasing media, and emphasizing customer service excellence.
Hult Impact Challenge - IBM Watson SeismicSandeep Vete
The Business Challenge: Put all the business knowledge and leadership skills we learned to the test with this seven-month group project to solve a real business problem in which my teammates and I devise a game-changing idea to solve an existing problem for a major corporation that really make a difference - not only to the MBA program but in future career and beyond.
The IBM 2015 Business Challenge
Background:
IBM has developed a supercomputer- “Watson” -which is capable of learning and adapting in the same way as humans. IBM calls this capability “cognitive computing an advanced form of Artificial Intelligence.
Watson gained fame by winning the U.S. quiz show and IBM CEO Ginni Rometty has made it a centerpiece of the company’s strategy going forward. Ms. Rometty is convinced that Watson and cognitive computing will transform how we live and do business. The power of Watson has already been put to use, transforming the way medical research and diagnosis is done for important disease areas.
The Challenge:
Create an actionable business idea showing how IBM could put their AI technology to use, and shape future product development strategies using AI systems like Watson.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Hult Impact Challenge - IBM Watson SeismicSandeep Vete
The Business Challenge: Put all the business knowledge and leadership skills we learned to the test with this seven-month group project to solve a real business problem in which my teammates and I devise a game-changing idea to solve an existing problem for a major corporation that really make a difference - not only to the MBA program but in future career and beyond.
The IBM 2015 Business Challenge
Background:
IBM has developed a supercomputer- “Watson” -which is capable of learning and adapting in the same way as humans. IBM calls this capability “cognitive computing an advanced form of Artificial Intelligence.
Watson gained fame by winning the U.S. quiz show and IBM CEO Ginni Rometty has made it a centerpiece of the company’s strategy going forward. Ms. Rometty is convinced that Watson and cognitive computing will transform how we live and do business. The power of Watson has already been put to use, transforming the way medical research and diagnosis is done for important disease areas.
The Challenge:
Create an actionable business idea showing how IBM could put their AI technology to use, and shape future product development strategies using AI systems like Watson.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Decision points on the path to unified customer engagementedynamic
A platform to enable enterprises to synchronize & personalize their customer communications,typically involving a CRM system, CMS, & a marketing automation system
Digital Video Effectiveness Study IAB Internet Advertising
Revenue Report Social Media Metrics Definitions
Tony Anderson, Online Media Sales
Gen-Y Media Inc.
www.genymediainc.com tony@genymediainc.com
Online Ad Sales
Ad Serving, DoubleClick, DART DFP, adapt
Preston Williams III is Senior Partner & Chief Information Officer (CIO) at GBC® Global Services. He is a pioneer and futurist with 20+ years of Big 4, Fortune 500, Global 100 and entrepreneurial experience. That experience includes Senior Auditor with Price Waterhouse (PriceWaterhouseCoopers), Controller for Lynn-Phill, IT Consultant with McGladrey & Pullen and Andersen Consulting (Accenture) as well as Project Executive at IBM® Global Services. He also worked as the first Product Manager for Global Data Collection with Dun & Bradstreet (D&B) and the first Chief Information Officer (CIO) at Langston University.
From 2002 to 2004, Preston served as the first Chief Executive Officer (CEO) & Managing Partner at GBC®. Incorporated in Delaware, USA; the firm operates in Kenya, Liberia, Uganda and the United States. He has successfully implemented sound, reliable, dynamic and robust IT systems integration and financial management solutions in North America, Asia Pacific (APAC), Latin America (LATAM), Europe, the Middle East and Africa (EMEA).
Mr. Williams is Chairman of the GBC® Board of Directors, a recipient of the IBM® Global Services Leadership Award, a member of the Global CIO Think Tank and a member of the Internet Evolution Executive Clan.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
The Annual Planning Process & Social/Digital MediaGemma Craven
To help plan appropriately for increasing digital and social activities within your 2014 programs, learn more about effectively planning your marketing budgets.
Báo cáo 2020 Audience Insights for B2B Marketing là những số liệu chi tiết về xu hướng sử dụng các phương tiện truyền thông (media) từ hơn 11 triệu người ra quyết định dựa trên 20 ngành công nghiệp khác nhau.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Decision points on the path to unified customer engagementedynamic
A platform to enable enterprises to synchronize & personalize their customer communications,typically involving a CRM system, CMS, & a marketing automation system
Digital Video Effectiveness Study IAB Internet Advertising
Revenue Report Social Media Metrics Definitions
Tony Anderson, Online Media Sales
Gen-Y Media Inc.
www.genymediainc.com tony@genymediainc.com
Online Ad Sales
Ad Serving, DoubleClick, DART DFP, adapt
Preston Williams III is Senior Partner & Chief Information Officer (CIO) at GBC® Global Services. He is a pioneer and futurist with 20+ years of Big 4, Fortune 500, Global 100 and entrepreneurial experience. That experience includes Senior Auditor with Price Waterhouse (PriceWaterhouseCoopers), Controller for Lynn-Phill, IT Consultant with McGladrey & Pullen and Andersen Consulting (Accenture) as well as Project Executive at IBM® Global Services. He also worked as the first Product Manager for Global Data Collection with Dun & Bradstreet (D&B) and the first Chief Information Officer (CIO) at Langston University.
From 2002 to 2004, Preston served as the first Chief Executive Officer (CEO) & Managing Partner at GBC®. Incorporated in Delaware, USA; the firm operates in Kenya, Liberia, Uganda and the United States. He has successfully implemented sound, reliable, dynamic and robust IT systems integration and financial management solutions in North America, Asia Pacific (APAC), Latin America (LATAM), Europe, the Middle East and Africa (EMEA).
Mr. Williams is Chairman of the GBC® Board of Directors, a recipient of the IBM® Global Services Leadership Award, a member of the Global CIO Think Tank and a member of the Internet Evolution Executive Clan.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
The Annual Planning Process & Social/Digital MediaGemma Craven
To help plan appropriately for increasing digital and social activities within your 2014 programs, learn more about effectively planning your marketing budgets.
Báo cáo 2020 Audience Insights for B2B Marketing là những số liệu chi tiết về xu hướng sử dụng các phương tiện truyền thông (media) từ hơn 11 triệu người ra quyết định dựa trên 20 ngành công nghiệp khác nhau.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...Bridgeline Digital
Speakers:
Matt Sullivan - Director of Account Management, Bridgeline Digital
Brian Harris - Director of Digital Services, iSG Bridgeline Digital
It’s no secret that Social Media’s influence as a business channel is growing by the day. Nearly half of all online shoppers rely on Social Media when making a purchase decision. Marketers know this – in fact, 93% say they currently use Social Media for business. But being Social isn’t just robotically pushing out content – it’s about developing a strategy focused on engagement and achieving real ROI. Where do you start? What tools do you need? Glad you asked, join our webinar to find out!
Finally, a clear recipe that marries the influence of Social Media with organizational goals.
• Purpose & Goals: Examination of what Social Media can offer your business
• Social Business: Measurement of true Social ROI
• Execution & Strategy: Identify the tools and planning needed to drive social success
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Welcome to the 10th Episode of the Digital Trends!
In this episode, we are looking at marketing predictions for 2021 as well as some of the notable Ads in 2020. Enjoy!
Here is the layout,
* Quotes from Marketing Experts
* Predicted Marketing Trends in 2021
* Notable Digital Campaigns in 2020
This presentation provides an overview of the ways in which we can enhance the impact of your marketing efforts on your customers, your business and the world at large.
For the last eight years brands have invested billions into social media programs and now many are scratching their heads… “What's the ROI of this content?”
In this webinar we break it down for you.
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
In today's digital age, Social Media Engagement is the way of life. From status
updates on Facebook to tweeting about your new pair of jeans to connecting
with professionals on LinkedIn – We almost live in a 'One button
economy'. Businesses across the globe are leveraging on the C2C Era,
however one prominent question that almost troubles all is - “I will
invest in Social Media, but how do I calculate ROI?”
this documents sheds the much needed light on gauging Social Media ROI.
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Sustainability: Balancing the Environment, Equity & Economy
Marketing in a Down Economy
1. Marketing in a Down Economy
IABC-KY Meeting, Louisville, KY
July 12, 2012
2. Today’s Agenda
• A historical perspective
• Strong brand = consumer confidence
• What can I do and can I afford it?
• Using digital in a down economy
3. “You don’t ever want a crisis
to go to waste; it’s an
opportunity to do important
things that you would
otherwise avoid.”
- Rahm Emmanuel
Former White House Chief of Staff
4. Should You Advertise
in a Down Market?
• 1981-1982 Recession
– Companies that maintained or increased their ad
expenditures averaged significantly higher sales growth
during that time and grew 256% for two years after
• 1989-1991 Recession
– Companies that increased ad expenditures experienced
growth from 15-70%
– Companies that cut back on advertising during that time
had a drop in sales from 26-64%*
*McGraw-Hill’s Research of 600 companies between 1981-82 and 1989-91
5. How Does a Recession Impact
Consumer Behavior?
• Decrease in overall spending
– 80-90% willing to trade off or trade down
– May not return to previous spending habits
• Change in lifestyle and how they spend their time
– Staying home
– Focus on home and family
• Focus on products and services that provide a “rational benefit”
– Running shoes? Yes
– Jimmy Choo’s? No
• Consumers, manufacturers & retailers in a “no frills” mood
– Emphasize value (quality divided by price) and how those savings will
benefit them and their family
6. Recession Spending
• Increased spending only likely to be in:
– Online
– Mobile
– In-home entertainment sectors
• Consumers want reassurances about their spending in bad
economic times
– Anxious about keeping job, paying the mortgage, college
tuition, etc.
– I’m making the right decision with the money I have
– Consistency and authenticity are critical
7. Success Stories
– Every Day Low Prices launched in 2000-2001
– Positioned as more than just low prices, but making
contributions to consumers lives
– Consumers staying at home more
– Brand promise = “you can have a superior cooking
experience and you can share this with your friends in a
superior way”
9. Reasons to Stay the Course
1. Today’s consumer has to be motivated to action. Replace
consumer anxiety with empowerment.
2. Go after or protect market share. It’s less expensive than
trying to rebuild it later and studies show it leads to long-
term profitability.
3. Increase share of voice and top-of-mind awareness. Less
aggressive advertisers leave the door open to consumer brand
switching.
10. Reasons to Stay the Course
4. Great media values are out there. Advertising is still a viable
and important communications vehicle. Purchase
“opportunistically” but don’t sacrifice frequency.
5. The economy will improve. Staying engaged with your
consumers during the recession enables you to optimize
performance now and to accelerate into the recovery.
12. Strategies for Thriving
in a Down Economy
• Focus on the Future
– Since 1854 there have been 28 recessions
– Average recession has lasted 10 months
– Position your product or service as bringing value to the
consumer (don’t focus on the “bad times”)
In other words, the economy WILL recover
13. Strategies for Thriving
in a Down Economy
• A strategic marketing plan is vital
– Don't waste money communicating the wrong
“message” in the wrong place to the “wrong”
audience
– Good time to review plans for continued relevance in
current market
• “Stick to your knitting”
– This is not the time to stray from your known brand
– But, do evaluate your brand identity and how relevant it is
to your consumers in this market
– Consumer research essential
– Reinforce the positives, change the negatives
14. Strategies for Thriving
in a Down Economy
• Maintain your advertising budget
– If possible, increase it (just don’t tell your CFO) and let the
competition cut theirs
– Increased ad spending = increased share of voice
• Re-evaluate your media/dayparts/insertions mix
– Changing a TV daypart can save you as much as 19% while only
reducing your reach by about 9%
– Increase time between flights/insertions
– Eliminate weeks of media
• Don’t sacrifice strategy and message
– If you can’t run a full schedule, don’t water down your message
15. Strategies for Thriving in a Down
Economy
• Maintain continuity to sustain awareness
– Consumers depend on brands they trust
– Advertising works cumulatively, so we have to remind
people frequently about our brand or they'll forget us
– A strong brand is the best defense against a difficult
economy
• PR and non-paid media
– Op-eds and pitched stories are more valuable
– Newspapers are not ‘dead’, but their readership and
how consumers access the product is shifting
16. We’re All in This Together
• Recommit to customer excellence
– Internalize your brand: your brand reputation depends on it
– If you don’t already have a service excellence program,
start one!
• Remember your employees
– They are also feeling the economic pinch
– Work with HR to help them get through the hard times
– This isn’t 100% altruistic – your employees are your best
brand ambassadors
18. Think Digital in a Down Economy
Allow digital communications and
marketing to do the heavy lifting. If you
aren’t already using digital for marketing,
start now!
21. The Budget Rollercoaster
41% plan to
reduce print 70% plan to
64% plan to spending increase
increase investment in
budget for social media
SEO (including blogs
and product
reviews on their
site)
http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/
21
22. Budgets May Not Be Growing
But They Are Shifting
28% are moving
some budget to
digital channels
http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/
22
23. Consumers Find You
on Search Engines
20% of Google searches by
month are for local businesses
46% of daily searches are for
info on products or services
SEO & SEM are
important and worth
the investment!
http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/
23
24. Mobile Matters More Every Year
In 2013:
• There will be over 60
million smartphone users
• U.S. companies will spend
more than 2 million on
mobile marketing (36%
increase over 2012)
• 80% of major U.S. brands
will be using mobile
marketing
http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/
24
25. Low/Moderate Investments = High Leads
Search investments (SEO and
SEM (PPC)) create strong
business leads
% of digital budgets
Social media is
making big gains
as a lead
generator
http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/
26. Digital Priorities Pyramid
Site Refinement, Analytics &
60% Search Marketing (SEO & PPC)
In 2013, U.S. Online Display Advertising
companies will 30% & Affiliate Partners
spend 21% or
more of their Email Marketing
marketing 5%
budgets on
digital 3% Social Media
Mobile &
2% Video
Mkting
Source: Forrester’s Interactive Models Research: Forecast for U.S. Interactive Marketing Spend
26
28. The Top 4 Digital Concerns
During a Down Economy
• I have a modest marketing budget or my
Budget marketing budget is maxed.
Monetary • I have already allocated 90% of my budget. I
am afraid to move dollars from traditional
Allocation marketing to digital.
Media & • I don’t know where to start with digital. There
Medium are so many options.
• I don’t have additional resources to take on
Resources new marketing efforts.
29. • Use free online marketing tools when possible. Your
Budget investment is equal to the time it takes to set them up.
Monetary • Reallocate 15 -25% to digital. Pull funds from low return
investments and move them to 1 – 3 digital efforts.
Allocation
Media & • Do your homework. Search what’s working in businesses like
yours. Not every digital option will be a good fit . Seek
Medium guidance from digital marketing experts.
• Devote approximately10-15 minutes of your time each
business day to digital. It doesn’t have to be daily, but expect
Resources to spend one hour+ per week on digital. Hire an intern and pay
him/her to help you run your digital program.
34. Website: Your Marketing
Front Line
Checklist:
Have I had my website independently audited Have I tested usability on my website?
in the last 12 months Is my website showing up in keyword
Is my website professional and modern? searches?
Have I compared my site to my competitors’ Is everything working properly on my site
sites? Have I gotten rid of Flash elements?
Can consumers easily reach me via phone, Do I know how my site looks on a variety of
email, inquiry form, and physical address mobile phones?
Am I immediately responsive to all inquires? Do I have strong customer testimonials
Am I building my prospective and existing Have I included location-based apps or links to
customer databases and collecting valuable location-based apps for easy downloading for
information about them? my consumers?
Am I talking about myself and my company on Is my site listed correctly on all of free
my site or am I talking about what I can do for business listing sites? You may be listed and
my consumer? do not know it.
Is it hard to navigate? Are the images helping or hurting my brand?
Is there too much text?
35. Emails and Eblasts: A Must
Checklist:
Do I really know what I need to know to be effective Have I encouraged my email recipients to pass along
with my emails? the message or discount?
Am I using a reliable and easy ESP (email service Have I included my social media resources?
provider, i.e. iContact, Constant Contact)? Am I rewarding good customers with coupons,
Is my email database clean discounts or special offers?
Am I collecting consumer preferences? Does the imagery enhance the message or just make
Am I following all SPAM and best practice email it look pretty?
guidelines? Am I tracking my email campaigns?
Am I correcting incorrect emails and reducing my Do I know the best days, time of day and frequencies
bounce rate? to reach my audiences?
Am I faithfully removing anyone who does not want to Have I purchased a list?
receive my emails from my mailing lists? Do I have a mechanism to collect new emails
Am I providing web page and text backups for all of addresses and contact information to expand my
my emails? business’ database?
Do I have a strong CTA (call to action)? Have I given Have I started collecting mobile phone numbers for
them a reason to click? future texting campaigns?
Is my email compelling? Have I built out an editorial schedule for my emails for
Have I included all of my contact information in a text the next 6 months?
format? Am I tracking my email campaigns and are my
campaigns improving upon each refinement?
36. Social Media: You Need It But…
Checklist:
Have I given serious thought to my primary social media channel?
Do I know what my competitors are doing?
Do I have a formal LinkedIn profile? (Particularly important for B to B)
Have I had my social media presence audited for value?
Have I claimed my brand on all major channels?
Have I educated myself and my team on how to use social media for business?
Is my presence representing my brand to it’s fullest potential
Am I aware and using new marketing tools available to me?
Do I really understand what businesses do well advertising in these mediums and what do not?
Have I built a social media strategy around my brand, products, services, seasonal advantages, pass along
strategies, engaging my fan base, messaging voice and appropriate use of imagery?
Have I received and acknowledged feedback from followers?
Am I responsive?
Am I tracking my social media placements, my competitors and my viral influence correctly?
Are my fans engaged and participating in discussions?
Is my page professional and well-designed
Do I offer my fans special offers and discounts?
Do I have compelling content? (Worth asking again… Do I REALLY have compelling content?)
Is social media part of my public relations strategy?
37. % of Firms Using Social Media For
Marketing Activities
37
38. SEO & SEM: Can They Find You?
Checklist:
Do I know all of my critical keywords and key phrases?
Has my site been audited for SEO effectiveness?
Do I show up on page one of my keyword/key phrase search?
Do I use a regional strategy for my SEM? (If relevant)
Are strong sites linking to mine?
Do I encourage social media followers to visit my site?
Do I track SEO and SEM via analytics?
Have I done my homework? Do my team and I understand the fundamentals of SEO?
If my search engine ranking is low, am I engaging SEM with a reputable specialist?
Is my search marketing company making recommendations to improve my ranking and monitoring
my SEM buys 24/7?
Am I prepared to commit to a 12+ month engagement in SEM?
Do I have a way to track leads from search engines and keyword searches?
Is the abstract that surfaces based on a keyword/phrase search strong, clear and compelling?
Have I made a compelling offer in my abstract?
Am I taking search users to the correct pages on my site?
Am I giving search users an easy but actionable and clickable result? Am I properly collecting
searcher information when they land on my site?
39. Mobile Marketing: Yes, If…
Checklist:
Have I done my homework on the success rates of the online mobile marketing providers that I
plan to use? (Trumpia, etc.)
Does my consumer have a smartphone texting profile? Do they message frequently
Are my competitors doing well with mobile?
Does my online mobile marketing provider have strong ROI case studies? Are participants
gaining revenue?
Is my offer good enough to bring new consumers to my business? Is it as good or better than
competitors?
Am I able to collect and reuse consumer email addresses and mobile numbers so that I can send
out offers directly?
Have I prepared for business surges and planned accordingly?
Do I have a follow up plan for participants who click through?
Am I promoting my mobile campaign via my traditional and online marketing channels? Is this an
opportunity for QR codes
Am I tracking my spend to revenue ratio from the promotion?
Do I have the right message and contact information with my incentive or coupon so that
redemption is easy and trackable?
Am I staying local and building in local relevance
Have I reviewed my mobile display ads on a variety of smartphones?
42. Example: Marketing Channel Evaluation
Channel Volume Cost/user Time to implement Mktg Effort Production Effort
Viral / Referral depends on CTA; size of accessible low/zero Low for FB social networks; low low/med
social networks / # users med/hi for normal sites
Email depends on CTA, size of your house low/med Low low/med low/med
lists, email signups (med = create templates)
Blogs / Depends on # blogs in your segment, low/med Low (if just you blogging); low/med low/zero
Bloggers competitive scenario med (if you're setting up big CMS / (med = CMS, prof design)
evangelizing to other bloggers)
SEO depends on your keywords Low/zero Medium low/zero med/hi
(depends on your search geeks)
SEM depends on your keywords Depends Low/med Low/med low/med
(depends on your marketing) (landing pages = med)
Contest small unless big prize $ low/med low/med Med low/zero
(don’t, keep it under $5K) (depends on contest, site, campaign) (med = prof contest site)
Widget Depends on CTA; size of accessible low/med Low/med med med/hi (depends on
sites, level of adoption + bloggers complexity)
Domains depends on keywords, domain costs depends low low Low (redirects/co-brand?)
PR depends on your business & audience Med/hi medium (develop story, build contacts) med low/zero
& news
Biz Dev / depends on partner, size of customer Med-high med/hi (capture metrics, generate Med/hi med/hi
Partner base, conversion reports) (reports, co-branding)
Affiliate / Lead depends on economics Med/hi med/hi (need to build affiliate program, med/hi med/hi (depends on rqd
Gen capture metrics, generated reports) tracking & reporting)
Direct / radio depends on geography Med/hi medium Med/hi low/zero
Telemktg depends on target demographics med-high med-high High low/zero if no system;
Med/hi if integrated SFA
TV Potentially large (if you spend) High Med-high High Med/hi (production cost)
disclaimer: these estimates of vol, cost/user, time & effort are highly subjective & very dependent on your specific business
Source: www.slideshare.com/designing-marketing-plans-1195162412251922-2
44. THANK YOU!
Margaret Horlander
VP of Account Services
margareth@cre8.com
Elizabeth Scott
Digital Strategist
elizabeths@cre8.com
44
Editor's Notes
Meet your consumers where they are.Optimize your site for search (SEO) and engage in search engine marketing (SEM).
Include:JustificationResearch and support why you are choosing your digital and traditional option/sIntegrationHow are you going to make traditional and digital work together?Campaign/Execution CalendarBuild out a 12-month calendar of placements, reporting and lead generationBudgetDocument exactly what you plan to spend per option. Don’t forget to build in any fees or external support. Are you taking advantage of seasonal spending?EducationWhat’s your plan to educate yourself and your team on new executions?ResourcesWho will manage your digital marketing?MeasurementWhat tools are you using to measure success? How are you putting good leads to work?