io SFA 2010: Tim Hurles

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Visual-only version of a talk io Creative Director Tim Hurles gave at the SFA 2010 conference in Dublin. Why advertising in a downturn is a good idea. Making the most of digital channels. How to get started.

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io SFA 2010: Tim Hurles

  1. 1. We’re one of us:<br /> Small ad agency: 28<br /> Founded in Dublin 2003<br /> Opened in London in 2009<br /> Large and small clients<br /> Challenges<br />
  2. 2. ADVERTISING<br /> FOR SMALL FIRMS<br /> (by a small firm)<br />
  3. 3. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
  4. 4. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
  5. 5. Common response to downturn…<br />
  6. 6. SLASH EVERYTHING<br />
  7. 7. Everyone’s<br /> doing the<br /> same thing<br />
  8. 8.
  9. 9. Is there value in behaving the<br /> same as them?<br />
  10. 10. Intuition can be wrong<br />
  11. 11.
  12. 12.
  13. 13. There’s never a better time to steal market share than in an economic downturn<br />The Economist Intelligence Unit Survey<br />
  14. 14. This is a great<br /> opportunity<br />to release your<br /> inner evil genius<br /> Make the most<br /> of it<br />
  15. 15. Wal-Mart founder Sam Walton on 1991 recession:<br />“I’ve thought about it and decided<br />not to participate.”<br />
  16. 16. 2 years later, <br />share price<br />+ 200%<br />
  17. 17. In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />
  18. 18. In the 1930s, Kellogg’s continued marketing throughout the Great Depression<br />(unlike their competitors,<br />Post Cereals)<br />
  19. 19. 256%<br />Prof. Andrew Razeghi, Kellogg School of Management<br />Northwestern University<br />
  20. 20. Everything is so soft, it’s pretty much a buyer’s market everywhere you turn.<br />Peter Gardiner, Chief Media Officer, <br />Interpublic Group<br />
  21. 21. % + or – June 2009/June 2010<br />82.01%<br />5-6% of turnover spend<br />60.20%<br />57.27%<br />-57.48%<br />-76.13%<br />-77.52%<br />€0 spend<br />io research 2010<br />
  22. 22. Marketing is part of <br /> the solution, not the <br /> problem<br />
  23. 23. Advertising & branding<br /> should be a crucial part of any<br /> business strategy.<br />Not wooly.<br />Defined.<br />Measurable.<br />
  24. 24. Keep advertising for as<br /> long as it keeps working.<br /> How do you know if it’s working?<br />
  25. 25. MEASURE EVERYTHING!<br /> Digital channels<br />
  26. 26. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
  27. 27. Your customers<br />have<br />changed<br />
  28. 28. It used tobe aboutyour brandFAME<br />
  29. 29. From now on it’s all aboutyour FANS<br />
  30. 30. Now it’s aFAN ECONOMY<br />Bud Caddell<br />
  31. 31.
  32. 32.
  33. 33. As an owner/manager you should care because:<br /> Fans turn into real customers<br /> Fans generate interest and excitement<br /> Fans tell you how to be better<br /> Fans defend you when needed <br /> They’ll be talking about you anyway<br />
  34. 34. Digital is not<br />strategic<br />an end in itself<br />easy<br />a cheap version of traditional<br />magic<br />
  35. 35. Digital is<br /> highly measurable<br />democratic<br />effective (used correctly)<br />fast-moving<br />hard to control<br />
  36. 36. Before doing anything<br />HAVE A PLAN<br />Digital/social is tactical <br />lll<br />Should be part of overall<br />strategy<br />
  37. 37. social <br />video / <br />rich / interactive /<br />webinars<br />traditional<br />Your site<br />Outdoor/Ambient<br />PR / media relations<br />blogs<br />podcasts<br />eCRM<br />mobile<br />search<br />
  38. 38. Your site<br />
  39. 39. Brand experiences<br />
  40. 40. Brand experiences<br />
  41. 41. Brand dialogues<br />
  42. 42. Brand interaction<br />
  43. 43. Brand interaction<br />
  44. 44. Local engagement<br />
  45. 45.
  46. 46. Brand engagement + assessment <br />
  47. 47. Brand messages<br />
  48. 48.
  49. 49. Location and recommendation<br />
  50. 50.
  51. 51.
  52. 52.
  53. 53. B2B: LinkedIn<br />
  54. 54. Google Analytics<br /> MEASURE!<br />
  55. 55. MEASURE!<br />YouTube Insight<br />
  56. 56. addictomatic.com<br /> MEASURE!<br />
  57. 57. socialmention.com<br /> MEASURE!<br />
  58. 58. search.twitter.com<br /> MEASURE!<br />
  59. 59. Why marketing in a downturn is <br /> a GOOD idea<br /> Smart ways to use new channels<br /> How to start<br />
  60. 60. Develop strategy<br /> Set clear success parameters<br /> Set budgets early<br /> Set timeline & milestones <br /> Measure, review & change<br />
  61. 61. But don’t just strategise:<br />execute! <br /> Doing is learning<br />Show vision and belief<br /> (Apple don’t do focus groups)<br />
  62. 62. If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.’<br />
  63. 63. Thanks for listening<br /> thisisio.ie/sfa<br /> @thisisio<br />tim.hurles@iomail.ie<br />

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