The document proposes a campaign platform called "Studio Royale" to launch MARTINI Royale in the UK. Studio Royale would be an experiential activation featuring a mobile broadcast unit, casting area, and pop-up bar. The campaign aims to bring the brand values of luck and attitude to life through various activities including a TV partnership, digital activation, outdoor advertising, and on-trade promotions. If successful, Studio Royale could create awareness, drive trial of MARTINI Royale, and help find new UK brand ambassadors.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Green Flag Branding Solutions is dedicated in a focused manner for all brand objectives in an experiential marketing domain where customer engagement is a top priority. Through this medium, strong and influential BRAND CONNECTION can be established, societal messages can be delivered and direct communication with the target audience is possible in an effective way.
We are committed to provide every solution related to Marketing, BRAND Building and Event Services for better BRAND Interaction and Experience.
- Promotion
- Merchandise
- Rural Marketing
- Direct marketing
- Awareness Campaign
- In-shop Activation
- Lead Generation Program
- Registration Management
- Road Shows
- Activations in Malls, Residential Societies
For any quires write to us at: contactus@greenflagdeals.com or events@greenflagdeals.com.
For direct connect call us at: 9986366664, 9008266664. Visit us at: www.greenflag.in
Creative Marketing Agency London. Providing Brands and Agencies with bespoke promotion marketing campaigns. With a London and New York office we can activate campaigns across the globe. call 0207 607 2568
We specialize in blending creativity and technological possibilities to add value to our clients’ businesses.
Reach out for techno-creative solutions and consulting on your business needs and pain points.
200 Retailers | 15 Speakers | 12 Innovators | one Half-day event.
http://www.retailrecharged.com
Retail Recharged has been created to Showcase and evaluate how the latest innovations and technology can successfully be applied in Retail.
You will get to hear from and engage with some of the most exclusive speakers from some of the world's most iconic brands.
You will decide which break-through innovators will deliver a real ROI. A Return on Innovation.
LIME was the integrated and innovation arm of Kirshenbaum Bond. Examples of work for clients such as Lexus, HBO, Puma, Panasonic, SyFy, Universal Studios, Delta Airlines, Bravo, Old Navy, Timex and more.
Experiential marketing strategy for a company. Detailed document on how ch directs intends to increase their experiential event net. Activation and sampling document.
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyTamar Koifman
Having a Facebook or Twitter presence is not an end onto itself, it must provide an ongoing value to the audience in order to be successful. This presentation outlines easy and affordable ways to develop content for social media fans and followers.
(Originally presented by Tamar Koifman at the Luxury Interactive conference in London on May 25, 2011.)
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyFashion's Collective
Originally presented by Tamar Koifman at the Luxury Interactive conference in London on May 25, 2011.
Having a Facebook or Twitter presence is not an end onto itself, it must provide an ongoing value to the audience in order to be successful. This presentation outlines easy and affordable ways to develop content for social media fans and followers.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. Running order
• Agency Intro
• Introduction
• Towards a Platform
• Proposed Campaign Platform
• Creative Concept
• Campaign Overview
• Experiential
• TV Partnership
- Experiential
- Selecting target consumers
- Awareness -TV Sponsorship
- 3rd Parties – Fashion / Celeb Ambassador EGS
- Entering the Promotion
- Digital – Facebook
- Mobile App / Bar Finder + invite and Ask Yuri Game
- Awareness – Outdoor Poster Campaign
- Consumer Press Partner
- Ambassador Recruitment Strategy: Workplace
- On Trade Activation Plan
- On Trade Consumer Promotion
• Consumer Journey
• Timing
• Costs
•Appendices
3. Agency Intro
• Neon Marcomms is an agency specialising in channel activation
• We only create campaign platforms that can be effectively implemented
across all channels
• Our focus is on excellent execution and achieving KPI’s
• Expertise has been built over 20 years’ working with many of the largest
drinks companies: Bacardi, Moet Hennessy, Anheuser Busch, Coca-
Cola, Foster’s Wines, S&N Retail and PRUK
• Key strengths are: Strategic overview, consumer insight, trade
knowledge & understanding, technical ability, experiential / sampling and
creative execution
• Our role is to adapt the global activity into the most effective UK launch
plan to fit with the overall budget of £600-800K and deliver the required
ROI
4. Introduction
• Following a tissue session on Friday 6th January, we have focused on
creating an activation platform that will cause awareness, interruption
and promote trial during the Playful Hour
• This platform will act as the glue that brings the existing elements of
the global campaign together with the additional activity required for a
successful UK launch of MARTINI® Royale, and increased relevance /
adoption amongst the new generation
• Our campaign seeks to incorporate the global team’s new DRESS ME
UP Casting activation, and style / fashion theme within a wider
framework that resonates with UK consumers, and helps us to create
the right brand ambassadors for the campaign, and use them visibly as
a core element of the campaign
• The proposed platform refines the channel activation plan previously
presented
5. Towards A Platform
• Our challenge is to create an idea that will cut through to engage the
audience and create awareness, whilst at the same time allowing for
practical implementation and the achievement of KPIs
• A vehicle for the campaign that brings the brand values to life, and
reflects the spirit of MARTINI®, communicates everything that we need
it to and encapsulates LUCK IS AN ATTITUDE
• It is your attitude, and the way that you embrace life that creates luck,
and anything could happen...
6. Towards A Platform
• What kind of place reflects this attitude?
• Where you can express your true self and where anything could happen
• A place where you could be discovered, and where you can discover
• A modern day version of Warhol’s STUDIO 54 – the ultimate happening,
where individuals could make their own statements and become
famous...
...STUDIO ROYALE
7. STUDIO ROYALE IS...
• An experiential led campaign that will bring LUCK IS AN ATTITUDE to
life, by presenting consumers with a physical place where they can show
who they are, and have the chance to gain recognition...maybe even
change their lives
• A studio is a place where things happen, people who have already
‘made it’ hang out, drop in, put on a quick show, get interviewed and give
their advice to stylish hopefuls
• There is a buzz from the presence of a TV channel and the fact that
LIVE broadcasts are being made – and you can be a part of it
• Out-going Italian staff to help breakdown inhibitions, and explain how to
enter for the headline prizes
• A bar also appears every day between 5.00pm - 8.00pmserving
/sampling the perfect drink for this exciting event... The MARTINI® Royale
18. Experiential
• Brings STUDIO Royale to life, with a unique and impactful structure that is primarily
an Outside Broadcast Unit for our media partner, a casting studio and the Playful
Hour Pop-Up Bar
• Celeb presenter: LIVE links, interviews, fashion shows and MARTINI®
• The Unit will be located in a suitable central space, within each designated bar
activation area
• It will be manned by promo staff to capture working women, 25-35yrs (&men!) who
are on their lunch-break & passersby. Staff will invite the audience to participate &
invite friends/colleagues to get involved
• Staff will be good-looking, authentic Italians with the MARTINI ® attitude, briefed to
fully engage with consumers in a light-hearted way to encourage them to experience
the MARTINI® brand, take a flyer and enter the promotion with a mini-casting
• Clothes and make-up could be provided by 3rd parties
• Live broadcasts, celebrity appearances / catwalks will be advertised to attract an
audience
• Pop-up Z-cards will also list bars participating in each area and drive traffic to them
with an offer & prize promotion
• Alternative entry route at STUDIO Royale via Facebook
19. Experiential – Selecting Target Consumers
• Pop-up Z-cards handed to target market consumers
• Bars in each London Zone listed
• Drives reader to Facebook to find out more...
20. Around Town Visibility
• Promo staff to zip around London in branded Fiat 500 convertibles for visibility
• To bring to life the playful hour and give extrovert Italian staff the right vehicle
to travel in style
• Fiat 500 could also be offered as on-trade consumer prize
21. Awareness: TV Partnership
• Channel 5 and ‘Make Me a Supermodel’ would be an
interesting partnership opportunity
• Neon are based in same building as Tiger Aspect and have had an
encouraging initial conversation
• A new series is being commission by Channel 5 for 2012
• Timings could fit the MARTINI ® campaign, with shooting from May, going
‘on-air’ later in Summer 2012
• Opportunity for MARTINI® to shape content and programme format
• Some heats / challenges can be related to STUDIO Royale and the UK /
Global promotions
• One poster prize could be exclusive to ‘Make Me a Supermodel’ contestants,
or there could be an ATTITUDE challenge for contestants to win
• LIVE filming at STUDIO Royale with target consumers as audience
WITH ATTITUDE
BY
22. Awareness: Other Potential Links
‘Made In Chelsea’
• E4’ s show may be open to a link of some kind
• Could tie-in with filming a scene at an Icon venue
• Good source of Celebrity ambassadors to visit
Studio Royale
• Stylish, classy and full of attitude!
Gok Wan
• Could be a great celebrity presenter
• Neon are investigating his upcoming ventures
• He could help women ‘discover their inner attitude’
23. 3rd Parties - Fashion
• 3rd parties will be approached to provide a range of clothes
for the castings, catwalk appearances and promotional prizes
• Suggested brands include Reiss, Selfridges, ASOS and All Saints
• Further enquiries with brands will be made following client
approval
• Potentially a great deal for the right brand to feature as
a partner on all campaign elements and benefit from
awareness, visibility and trial
• The clothing brand will be highly visible in spreads with a media
partner and winners could model the clothes in our photo
shoots for outdoor media
• We would hope to get some visibility in store & online in return
24. Awareness: Celebrity Ambassadors
• The stars of scripted reality shows...
• Millie Macintosh from Made in Chelsea and
Lydia Bright from TOWIE could be relevant and
cost effective brand ambassadors
• They are often seen drinking at show biz events
and parties
• Agents can be approached and a contract
drawn up detailing the activities that they commit to
• Included in this will be the generation of content for
use online / with social media
25. STUDIO Royale – How To Enter The Promotion
• Inside the STUDIO there are 2 ways that consumers can enter the promotion
ROUTE A – VIA IPAD2
• Entrants are presented with an imaginary scenario and asked to select what their reaction would be.
There is also space to type in your own reaction - to show your ATTITUDE
E.g.
‘You are in a bar after work enjoying a drink with a few friends when a group of fun,
good-looking Italians arrive and sit at the next table.
They look like they’d add a new dimension to the evening...’
Would you...
a) Wait until they say something to you?
b) Try to catch their attention, by speaking some Italian phrases
that you’ve looked up on your mobile phones?
c) Order a round of MARTINI® Royales to share with them?
d) Stand on your chair and sing opera?
e) Other .............................................................(consumer to type in)?
• A consumer photo is also taken on the iPad2 and uploaded
• This route is open to individuals or groups of friends
• Anyone over 25 can tick a box indicating that they are happy to be put forward into the global
competition
26. STUDIO Royale – How to enter the promotion
ROUTE B – A VIDEO CASTING
• Anyone who wishes to up weight their entry, with an extra video casting,
can showcase their attitude in a video casting
• One of the staff will ask the questions and the answers will be videoed
• Entrants can change into some of the outfits available at the STUDIO, do
their make-up and walk the runway.
• Also open to men – so that they can win a part as an extra in the add, or
be part of a group shot on the UK posters
• They could be filmed mixing a MARTINI® Royale against a green
background if mandatory
27. FACEBOOK
Allows users to send out
invitations to their friends,
inviting them to meet at a
featured bar in the Martini
Playful Hour
28. Mobile Phone App
- Bar Listings / Bar Finder + Invite
• The iPhone app will use location-based targeting to inform the user where
their nearest participating bar is, where the bar staff will be fully trained to
serve up the perfect MARTINI Royale
• An invite function will enable users to text or email an invite to their friends
to join them for a spontaneous early evening Martini Royale
• This could include a special price for X drinks to share with friends
• The app could also include a ‘What would Yuri do?’
LUCK IS AN ATTITUDE game, where the player asks a
question and a random answer from Yuri is triggered
29. Outdoor – Poster campaign
• UK promotion winners featured
and named on posters
• Real MARTINI® drinkers who
had the right ATTITUDE to make
their own LUCK
• Winners named on poster
• Open to males too
• Groups preferred to share £5,000
prize – bonding
• Great social currency
• Phased to refresh throughout
campaign
31. Ambassador Recruitment –
Workplace channel
• We see unlocking the ‘place of work’ as essential to this campaign,
as it is the initiation of the ‘Playful Hour’ itself
• Offices will be used to source groups of target market Stylish Outlaws
to be seen drinking MARTINI Royales in our selected outlets
• Workers will be targeted at lunchtime with an invitation to
apply to:
WIN AFTER WORK DRINKS FOR YOU AND 5 FRIENDS
VISIT US ON FACEBOOK & TELL US WHO YOU’D LIKE TO INVITE
• FB page lists all participating bars and sampling event timings
• MARTINI Royale offer for runners up, (could only be valid in the Playful
Hour or at the sampling event to keep redemption costs down)
32. In-house Bars
• Identifying companies that have their own bars is another opportunity
• A survey to find which offices have the best in-house bars in London
• Entrants apply to WIN a Playful Hour MARTINI® Royale sampling
session in their bar
• PR led to push into each professional sector and generate some rivalry
• Results published in a general business publication like CITY AM /
TIMEOUT, judged by a panel of experts
Ambassador Recruitment –
Workplace channel
34. On-Trade Activation
• Key areas of London will be identified by concentration of target market
consumers and quality mainstream outlets
• Neon has recent experience of outlet activation across free trade and some
managed outlets across London, and will be able to use this to help target
the most suitable areas
• Activation process:
- Identify key areas
- Explain the full package and benefits to each outlet
- Sign up list of participating outlets; E.G. 20 outlets x 5 areas
- Kit sell in / staff training
- Launch event
- LIVE
- Staff incentive / Consumer promos + Experiential
36. Trade Promotion
• Each outlet will receive a heavy sell-in, training and rich promotional kit to
participate
• Presentation box, opens up to reveal the New Classic: MARTINI Royale
• Contains full briefing, profit story, recipe guidelines, details of the manager
and staff incentive, experiential, option to apply for some Martini hardware,
plus full details of the marketing support that will be driving customers to
their bars
• Possible kit contents:
- Branded glasses
- Ice buckets
- Lime chopping board / basket
- Quality minimalist coasters
- ‘Playful Hour’ back bar clock
- Door / window stickers to show that they are participating
38. Trade Proposition
LONDON’S BEST AFTER WORK BARS
SELECTED TO LAUNCH THE NEW CLASSIC MARTINI Royale
• Consumer publication features bars in each area, plus traffic building offer
to readers
• Phone app for customers to invite groups of friends, promoted via outdoor
media
• Work place targeting in each zone
• Experiential overlay for a sampling event in each bar to build traffic, and
drive repeat purchase
• Social media support
39. Exciting incentive to be developed to measure performance of each bar and its staff
WIN A MAKEOVER IN MILANO
Or £250 ASOS vouchers to share
• Judging criteria: Sales vs. Target
Back bar display
Active selling
Product serve
Promotional redemption / Event implementation
Use of social media
• Measured by: Sales figures
Mystery customer (LOOKING FOR ATTITUDE TOO)
Voucher redemption
Consumer feedback via phone app
Trade: Manager and Staff Incentive
40. On Trade: Consumer mechanics
• Drive Trial, educate customers, build awareness and get the right
people to be seen drinking MARTINI® Royale in outlet
• Tasteful communication materials: postcards, glasses, ice buckets,
mini blackboards, rubber coasters, bar runner, chalkboard stencils
Consumer promotion:
TRY A NEW MARTINI® Royale
& WIN MAKEOVERS IN MILANO FOR YOU PLUS 3 FRIENDS
Plus 5,000 ASOS vouchers must be won
• Mechanic: Text & Win
• Consumer texts outlet specific mobile keyword in order to enter prize
draw to win main prize + random selection instant win for ASOS
vouchers and MARTINI® drinks for runners up
42. On-Trade: Consumer Mechanics
• Promoting bonding over shared bottles will increase visibility and
encourages a pouring ritual
43. ICON Bar Deal (Martini)
• Negotiate a deal for visibility within an ICON bar
• Possible Boujis or PUBLIC
• Visited by those most likely to spark a trend, if they
adopt the MARTINI Royale
• Possibilities include:
- Sponsor an event
- Sponsor a bar or VIP area
- Sampling (drink offer on entry)
• We would also aim to tie this visibility in with Made in
Chelsea, if a link was built with this programme
44. Timings:
Martini 'Luck Is An Attitude' - Activity Timeplan_17.01.12_v1
2012
April May June July August September October
TV SHOW SPONSORSHIP PRODUCTION
ON AIR
STUDIO ROYAL EXPERIENTIAL
CELEBRITY AMBASSADOR
PRINT MEDIA PARTNER(S)
DIGITAL ACTIVATION (FACEBOOK)
OUTDOOR MEDIA
IN-OUTLET: CONSUMER TRADE (MANAGED & FREE)
IN-OUTLET: ADDITIONAL MANAGED TRADE
WORKPLACE ACTIVATION
CONSUMER BRAND AMBASSADOR VISIBILITY
MOBILE APP
45. Costing Menu:
Item £
TV SHOW SPONSORSHIP 60,000
STUDIO ROYAL EXPERIENTIAL 210,000
CELEBRITY AMBASSADORs 20,000
PRINT MEDIA PARTNER 50,000
DIGITAL ACTIVATION(FACEBOOK) 30,000
UK PROMOTION PRIZES 30,000
OUTDOOR MEDIA 100,000
IN-OUTLET:CONSUMER TRADE (MANAGED & FREE /
CONSUMER & STAFF) 200,000
IN-OUTLET:ADDITIONAL MANAGED TRADE TBC
WORKPLACE ACTIVATION 25,000
CONSUMER BRAND AMBASSADOR VISIBILITY 20,000
MOBILE APP 35,000
TOTAL 780,000
NB: Menu only at this stage, as no. Outlets
unknown, Activation zones unknown, Partner
contributions / cost not negotiated. Plus number
of FREE MARTINI®Royales for Brand ambassadors
tbc.
Revenue expected from
STUDIO Royale to
contribute to budget
48. Main Touch Points for Stylish Outlaws
Journey to work
Sides of buses/bus stops
Tube/escalator advertising
Outdoor marketing
Free sheet media; The Stylist, The Metro
At work/at their desks
Targeted emails
Mobile app/messaging
Social media
Websites
Shopping
Going out after work
Experiential
Bar Staff
Journey Home
The Evening Standard
At Home
Television
Relevant female press
49. Trade Insights
• Neon conducted tele-research amongst a small sample:
“MARTINI not
popular. We don’t
get through many
bottles a year”
“Mainly drunk by
women in their
40’s”
“Either with
lemonade or in one
of our cocktails”
“Had no idea that
it is meant to be
kept in the fridge”
“TV ads or tastings
might encourage
younger people to
drink it”
“A new drink by
MARTINI is a must,
and we’d like to
hear about new
ones”
“Training would be
good, but not at a
busy time”
“Pimms have got lots
of new people
drinking it after their
campaign. Pitchers
are good for sharing”
“ To be honest a
quality product will
usually sell well”
“If you can get the
girls behind the bar
to try it and like it,
they are likely to
recommend it”
50. Consumer Insights
• Neon conducted market research amongst a small sample:
“I would go for a
drink after a hard,
stressful day at
work, or to meet
friends”
“I look for a good
venue, with good
drinks I can enjoy
with my friends”
“I almost always go
to a bar close to
work”
“I normally drink
Wine, Vodka
mixer or a Gin &
Tonic”
“On a week night I
would have between
two and four drinks”
“I would try a new drink if
it was advertised or
there were free samples,
or if it was
recommended”
“I usually drink wine
because I can
share a bottle with a
friend”
“Yes I would try a new
drink, but I would like
it to be refreshing,
taste good and not be
too strong”
“ I only ever drink
MARTINI with
lemonade or in a
cocktail”
“The MARTINI
Royale sounds
delicious, I would
definitely be
tempted to order it”