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Give them something to talk about

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Description

T4G's Paul Barter speaks to the RIC Centre on the changing nature of promotion from paid to owned and earned.

Transcript

  1. 1. Give them something to talk about Paul Barter, VP Research @barterpaul T4G.com
  2. 2. Product Price Place Promotion About those 4 P’s
  3. 3. Paid Owned Earned
  4. 4. The changing promotion mix: Legacy Now Paid Owned Earned
  5. 5. Website • Its your most important owned asset Tables stakes? Your website.
  6. 6. What have the big guys done?
  7. 7. What if you’re not that big?
  8. 8. Owned Earned Broadcast
  9. 9. Traditional Media Follows
  10. 10. But
  11. 11. “I’ve got no brand loyalty. It’s all about quality and price,” said Peter Cammara, a Mazda3 driver who was doing research for his next buy at February’s Toronto auto show.
  12. 12. The Earned Promotion Rules Source: T4G.com
  13. 13. I guess you can test for everything, but some other celestial bullet comes along and challenges your design. I agree that the car performed very well under such an extreme test. The batteries went through a controlled burn which the internet images really exaggerates. Anyway, I am still a big fan of your car and look forward to getting back into one.
  14. 14. What comes now? 1. Make great products 2. Tell your story your way 3. Owned & Earned first 4. Then paid 5. Listen & respond appropriately
  15. 15. Learn more: http://tinyurl.com/stopadwaste
  16. 16. @T4G http://t4g.com Connect with us
  17. 17. We are built on a solid foundation with great people who are creative, dedicated and passionate about what they do. Paul Barter Vice President, Research Paul.Barter@T4G.com @BarterPaul Thanks!

Editor's Notes

  • New title.
  • Cant see text on bg, switch
  • Changing mix over time ala pie chart or maybe bars.
  • Not going to spend time here. It’s table stakes
  • Godaddy: 11,881,528
  • Big superbowl examplesBut what about your SMB?Budweiser puppy: 49,579,908Budweiser, up for whatever: 18,097,154Sodastream: 13,663,705Kia morpheus: 4,571,056GoproRedbull: 13,479,297 (8 min!)Bob dylan Chrysler: 11,464,861pistachio: 2,040,161Coke america: 11,204,594
  • Sacred rides website
  • Success offline bleeds over into real world media.
  • Success offline bleeds over into real world media.
  • Tunnelbearwebsite, switch to twitter earned.
  • Success offline bleeds over into real world media.
  • Make this gorgeous.Screenshots/logos. Company defending vs fans defending.Decide what to do with the idiots on a case by case basis. Need to be aware, but choose the response. (3-5% stat)Vs 300 people saying something bad, probably has to be addressed. Best case is when people speak out against you and the community shouts them down.
  • Need a closing message
  • Description

    T4G's Paul Barter speaks to the RIC Centre on the changing nature of promotion from paid to owned and earned.

    Transcript

    1. 1. Give them something to talk about Paul Barter, VP Research @barterpaul T4G.com
    2. 2. Product Price Place Promotion About those 4 P’s
    3. 3. Paid Owned Earned
    4. 4. The changing promotion mix: Legacy Now Paid Owned Earned
    5. 5. Website • Its your most important owned asset Tables stakes? Your website.
    6. 6. What have the big guys done?
    7. 7. What if you’re not that big?
    8. 8. Owned Earned Broadcast
    9. 9. Traditional Media Follows
    10. 10. But
    11. 11. “I’ve got no brand loyalty. It’s all about quality and price,” said Peter Cammara, a Mazda3 driver who was doing research for his next buy at February’s Toronto auto show.
    12. 12. The Earned Promotion Rules Source: T4G.com
    13. 13. I guess you can test for everything, but some other celestial bullet comes along and challenges your design. I agree that the car performed very well under such an extreme test. The batteries went through a controlled burn which the internet images really exaggerates. Anyway, I am still a big fan of your car and look forward to getting back into one.
    14. 14. What comes now? 1. Make great products 2. Tell your story your way 3. Owned & Earned first 4. Then paid 5. Listen & respond appropriately
    15. 15. Learn more: http://tinyurl.com/stopadwaste
    16. 16. @T4G http://t4g.com Connect with us
    17. 17. We are built on a solid foundation with great people who are creative, dedicated and passionate about what they do. Paul Barter Vice President, Research Paul.Barter@T4G.com @BarterPaul Thanks!

    Editor's Notes

  • New title.
  • Cant see text on bg, switch
  • Changing mix over time ala pie chart or maybe bars.
  • Not going to spend time here. It’s table stakes
  • Godaddy: 11,881,528
  • Big superbowl examplesBut what about your SMB?Budweiser puppy: 49,579,908Budweiser, up for whatever: 18,097,154Sodastream: 13,663,705Kia morpheus: 4,571,056GoproRedbull: 13,479,297 (8 min!)Bob dylan Chrysler: 11,464,861pistachio: 2,040,161Coke america: 11,204,594
  • Sacred rides website
  • Success offline bleeds over into real world media.
  • Success offline bleeds over into real world media.
  • Tunnelbearwebsite, switch to twitter earned.
  • Success offline bleeds over into real world media.
  • Make this gorgeous.Screenshots/logos. Company defending vs fans defending.Decide what to do with the idiots on a case by case basis. Need to be aware, but choose the response. (3-5% stat)Vs 300 people saying something bad, probably has to be addressed. Best case is when people speak out against you and the community shouts them down.
  • Need a closing message
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