Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

WHEN AND WHERE TO SAY IT


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GROWTH

Know Your Business

Brand Architecture Branding

Positioning

Know Your Consumers

Profiling Segmentation

InsightsPricing

Know Your Market

CompetitiveEnvironment

Binary AnalysisPredatory Thinking

What’s the Big Idea?

Launch or NPDInnovation

Communications

How to Say It

Advertising IdeaTone & Messaging

When and Where to Say It

Media StrategyConnection IdeaChannel Planning

AC

TIO

NS

from

I

NS

IGH

TS



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The media landscape is unrecognisable from 20 years ago when it was a few TV channels, a bit of radio and a couple of papers.

Now we are faced with more messages, more fragmented audiences, more fragmented media, more choices, more opportunities and a lot more noise.

Today we need to think in terms of “owned”, “earned” and “paid” for media to be working together.

This section tries to unpick some of the complexities of the new digital landscape and help you make strategic decisions that will see you effectively connect with your customers. We might not have all the answers here, but we’ll certainly help you ask some of the right questions!

Media has Changed

“We found advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn.”

Andy TarshisA.C.Nielsen Company

“We are a big marketer. We are not a mass marketer.”

M. Lawrence LightMcDonald’s Chief Marketing Officer

“Media organisations have learned how to buy sausage and bread for the cheapest price, they haven’t learned how to create great tasting hot-dogs”

“Traditional advertising is buying time, online is about creating time.”

MEDIA CONTEXTTerms and Definitions


MEDIA CONTEXT

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The Media Plan

“The Kid’s Kit”

Who?Target audience

What?Objectives of the campaign

Where?Geography/distribution

When?Timing/seasonality of given campaign

How?How much it costs, how often


MEDIA CONTEXT

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TARPS

Target Audience Rating Points is the sum of ratings achieved by a specific media vehicle or schedule. It represents the percentage of the target audience reached by an advertisement. If the advertisement appears more than once, the TARP figure represents the sum of each individual TARP.

For example:

• 1 TARP = 1% of target reach

• 2 TARPS = 1% of target reach with 2 viewings or 2% of target reach with 1 viewing• In the case of a TV advertisement that is aired 5 times reaching 50% of the target

audience, it would have 250 TARP = 5 x 50%

Reach = How many different people see the

advertisement

Frequency = How many times people see the ad

TARPS=

frequency x % reach


MEDIA CONTEXT

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Tarp vs. Reach

05101520253035404550556065707580859095100

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Stats for Sydney market - people aged 25–54

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TarpDay 8 Technology Pty Ltd

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MEDIA CONTEXT

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Krugman’s Three Hit Theory

“Let me try to explain the special qualities of one, two and three exposures. I stop at three because as you shall see there is no such thing as a fourth exposure psychologically; rather fours, fives, etc. are repeats of the third exposure effect.

Exposure No. 1 is a ‘What is it?’. Anything new or novel no matter how uninteresting on second exposure has to elicit some response the first time...if only to discard the object as of no further interest...

The second exposure...response...is ‘What of it?’...whether or not [the message] has personal relevance...

By the third exposure the viewer knows he’s been through their ‘What is it?’ and ‘What of it?’, and the third then becomes the true reminder...The importance of this view...is that it positions advertising as powerful only when the viewer...is interested in the [product message]...Secondly, it positions the viewer as...reacting to the commercial – very quickly...when the proper time comes round.”

www.mediamedickit.com


MEDIA CONTEXT

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Effective Frequency Factors

Ostrow (1982) suggests a number of factors that might be used to help estimate an effective frequency. The planner must weight the various factors according to their relevance, and then rate them according to the degree to which they characterise the advertising situation. Using a frequency of 3 as a mid-point, certain factors either reduce or add to the required frequency level.

For example: An established brand may only require an effective frequency level of 2.5 because of their high market share and their high brand loyalty.

Marketing Factors Copy Factors Media Factors

Established brands (–)High market share (–)Dominant brand in market (–)High brand loyalty (–)Long purchase cycle (–)Product used daily (+)Heavy spending category (+)Special targets (+)

Complex copy (+)Unique copy (–)New copy (+)Image type copy (+)Many kinds of messages (+)High copy wear out (–)Small ad units (+)

High clutter (+)Compatible environment (+)High attentiveness (–)Pulsed or flighted (+)Few media used (–)Repeated ad exposure (–)

Joseph W. Ostrow, “Setting Effective Frequency Levels”, Effective Frequency: The State of the Art 1982

MEDIA FRAGMENTATIONMore advertisers across more mediums


MEDIA FRAGMENTATION

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The Communication Attrition Rate

98% Attrition Rate!

Average American receives 2904 messages per day

They pay attention to 279 of these

They read, listen or watch 123 of these

They dislike 38 of these

Of the 85 left, they positivelyremember 55

What are you up against?


MEDIA FRAGMENTATION

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Media Fragmentation (2005)

UK Data - Mindshare

PRShould always come before paid media!


PR

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PR Considerations

When launching a PR campaign there are a few things to keep in mind:

• What you’re against is the thing that makes news. Articulate your difference and how you plan to create change.

• Roughly 6 times as many people read the average article as the average advertisement.• You never get a second chance to make a good first impression.• PR first, advertising second (PR plants the seed, advertising harvests the crop).• Consistency. You must keep at it, year after year.

The number one rule?PR should always come before paid advertising


PR

Generating interest

Standing up to evaluation

Supporting trial version

Encouraging adaption

Generatingre-purchase loyalty

Using PR to Support the Sales Funnel

• Add key phrases to your press releases that people are likely to use as search phrases.

• Post links to your news coverage on your LinkedIn status, Twitter feed, etc.

• Add comments against online news stories that your audience is likely to read.

Marketing Campaign• Use decent coverage as an

insert for direct mail or email (NB You’ll need permission).

• Use snippets of coverage you achieve in your promotional materials.

• Post a response to a news item as a blog, YouTube video, etc.

Generating awareness

• Point your audience to positive news coverage.

• Use a news story as the basis for a live Q&A or webinar.

• Add PR quotes in your proposal documents to substantiate your claims.

• Use press coverage as a reason to drop someone a line when they’re trialling.• Drop your audience a line with

positive coverage on what they’ve bought for that all-important post-purchase reassurance.

• Keep them up to date on new offerings by sending them links to press coverage – often more compelling than blatant sales material.

• Create a feel-good factor amongst the wider decision makers reducing chances of them saying no.

CHARACTERISTICS OF SPECIFIC MEDIA

It’s difficult to decide which media will be best for you. Here, let’s explore individual media to give you an idea of the positives and negatives of each.


CHARACTERISTICS OF MEDIA

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• Free to Air• Pay TV• Radio • Magazines• Newspapers• Sunday Supplement

Characteristicsof Specific

Media

• Out-of-home (outdoor)• Experiential (events)• Direct (mail/electronic mail)• Digital (search, click banner, social)• Mobile Phone



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Market Share

If a brand wants to increase its market share by two points from 10 to 12% and has been maintaining its 10% share while spending $100, then it needs to increase its advertising share by four points, thus meaning a $140 spend on ad share.

For established brands:

8 percentage points increase in SOV=

1 percentage point increase in SOM

For every one Share of Market (SOM) point gain required, advertising share needs to go up ten

Share of Voice (SOV) points

The below graph gives you an outline of when are good times to increase and decrease your ad spend.

Share of Voice and Ad SpendingMarket Share Rule-of-Thumb

Decrease your spend- find a defensible

niche

Increase your spend to defend your

territory

Attack - increase your spend with a large

SOV premium

Maintain a modest spending premium

High

HighLowYour Share of Market (SOM)

Com

petit

or’s

Shar

e of

Voi

ce (S

OV)

Millwood Brown/WARC 2008 The Wheel of Marketing J Peckham, Ad Spending: Growing Market Share James C Schroer



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Free to Air TV

Positives(+)

Negatives(-)

• Strong impact through:

• motion

• sound

• colour

• localised

• Specific program types and times

can be selected to reach different

audiences

• Reaches a mass audience quickly

• Great for telling stories

• Spillage – hard to actually target

• Less efficient to reach narrowly

defined, demographic audiences

• High costs in production and

media



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Pay TV

Positives(+)

Negatives(-)

• Gives the ability to focus on narrower

demographic groups

• Lower costs than Free to Air

• Interactive options are available

• Targeting higher value audience is

easier

• Audiences are smaller

• On-demand services such as TIVO

let viewers choose which programs

they watch

• High penetration of digital video

recorders which allow viewers to

skip ads



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Radio

Positives(+)

Negatives(-)

• You can reach local or national

audiences

• Frequency rates are a lot higher than

television

• Cheap, quick and easy to create

• Often offers web coverage as well

through stations’ online presence

• It has a fragmented audience so is

difficult to target and get reach

• Not an active media – people

interact with radio passively, for

example, it is usually put on in the

background rather than people

sitting down to listen to it

• Audio only



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Magazine

Positives(+)

Negatives(-)

• High audience selectivity and

targeting

• Your reach builds over time as

people pass the magazine along

• Possible to include a lot of detail

within your ads

• Long lead times are required

• Can be very expensive



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Newspapers

Positives(+)

Negatives(-)

• Immediacy

• It is a mass medium

• Section targeting is usually available

• Visual only

• Very short life span

• Limited colour palette

• Very heavy clutter

• Declining relevancy



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Sunday Supplement

Positives(+)

Negatives(-)

• Has better colour palette than the

regular newspaper

• Readership is high

• The audience is very attentive

• Can reach a very targeted audience

• Lengthy closing date

• Costs are quite high



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Outdoors

Positives(+)

Negatives(-)

• Follows people’s behavioural

patterns, meaning you can be

visible when your audience can

be most highly engaged

• Can target the correct

geographic area

• High audience reach

• High visibility frequency

• Spillage is always high

• You can only include short

messages

• Low engagement – people don’t

actively consume the ads, they

become part of the background



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Experiential

Positives(+)

Negatives(-)

• Provides a strong depth of

engagement

• Includes multiple levels of

engagement

• Leaves the user with a branded

experience that they remember

• Multiple contacts points in one

occasion

• When done properly, this can

engage all five sense

• The nature of the medium means

there is a high cost per impact

• Cumulative reach low

• Often difficult to control interaction

and its outcomes



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The Experiential Conversation

What is experiential?“A two-way branded experience that builds a relationship of brand preference and leads to a predisposition to purchase”

Conversation elementsConsumer chooses to engageUniquely brandedContinuity (establish then build a relationship)

• What needs to be heard?• What is the background noise?• Conversation points• Conversation plotting• What needs to be said?• Listening back (key) • Continuing conversation• Conversation overview• Senses engaged• Duration of conversation

What Do You Want Your Brand To Be When It Grows Up: Big and Strong? Nigel S. Hollis and Andy Farr 1997



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Direct

Positives(+)

Negatives(-)

• The data you provide can be

personal and therefore more relevant

• Includes many mediums such as:

post, telephone, email and sms

• It is easily measurable

• Specific audiences can be targeted

• Cost per contact can be high

• An opt-in is required

• There can be lots of clutter in

certain mediums

• This medium has high perceived

waste



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Email vs. Snail Mail

These days snail mail is often considered an old school form of communication; with most people preferring email due to its immediacy, but when you explore it in detail it remains one of the most clutter-free channels of communication available. Consider this:

• The average Australian household receives an average of 2.3 pieces of promotional mail per week.

• On the other hand, people receive numerous promotional emails per day.• On average, industry email open rates are only 20.99% but mail open rates

stand at 67%.

AdNews: Special Report, Julie Dormand May 2008



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Email Marketing

or eDM

Top 10 ways to create email databases1. Point of sale – “Ask Permission!”2. Telemarketing – “Ask Permission!”3. Account registration4. Product registration5. Free giveaway (quality information or voucher)6. Competitions7. Networking8. Events, Seminars and Trade Shows9. Joint Ventures (Partners)10. List Brokers (Targeted lists only!)



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Electronic Direct Marketing

1. Confirmation and opt-in messages2. Electronic statements or account activity3. Special discounts and time limited offers4. Prize draws and competitions5. New products and services6. Personalised communication7. News about the industry8. Customer service announcements9. Sharing your expertise10. Updates about company development11. Entertainment for readers (content)12. Recognising birthdays and anniversaries

1. Communicate – DON’T SELL2. Personalise EVERY email3. Keep subject lines short (3–6 words)4. Content is King – Your offer is everything!5. Keep the call to action above the fold6. Keep paragraphs to no more than 2–3 sentences7. Must have a link or call to action in the first paragraph8. Have at least 6 links above the fold9. Keep background colours light in colour10. Hybrids = Half Images/Half Text

Work when images are blockedUse image ALT tags

What can eDM be used for? The Hot 10 Email “rules”

Any one of the Hot 10 Email Rules can be used to immediately make your offering more digestible and attractive to readers.



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• Average Viewing Time: 18.2 sec• Total clicks 3:• Clicks on non-clickable areas: 0• Not viewing below the fold: 23%• Viewed the whole page: 45%

• Average viewing time: 37.2 sec• Total clicks: 8• Clicks on non-clickable areas: 4• Not viewing below the fold: 15%• Viewed the whole page: 75%

Which Email Tested Better?The charts below show where people spent their time viewing two emails – we have a clear winner!

Single article newsletter - No Picture Single article newsletter - Picture



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Successful Responses

According to ABS (June/December ’07)

1. Open Rates (how many people actually opened the email?) • Averaging 20.99% - Lists with less than 1,000 contacts were significantly higher

2. Click Though Rates (how many people clicked on links in the email?) • 4.16% - Again smaller lists of under a 1,000 had a higher rate

3. Best response days (when are people most likely to read their emails?) • Tuesdays - have the lowest sends but the highest opens (10am - 3 pm)• Mon, Wed, Thurs - fall around the middle• Fridays - most sends but least working week responses



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Mobile Phone

Positives(+)

Negatives(-)

• Has very high penetration

• Gives the opportunity for

personalisation

• Is the best medium for timeliness

(which, if quick, can lead to

contextual marketing)

• Has very high open rates

• As of 2010, 43% of online Australians

own a smartphone

• Handset rendering – not all

communications work on mobile

phones

• Permission is required before you

can get mobile numbers

• You now have to compete globally

• Redemption systems can be

complicated



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What do we know about mobile users?As of 2010, there was a mobile phone for every single person living in Australia, with 43% of Australians owning a smartphone and actively surfing, and interacting with, the nternet.

As to be expected, 16–35 year olds are the highest users of mobile interaction, with most people within this age group never really understanding what it is like to live without constant digital interaction.

Those under 25 years old were most likely to have created content to share with others rather than just passively consuming information.

83% of Australian teens and 76% of 12–14 year olds now own a mobile phone*. They consider their mobile phones to be an extension of their thoughts and feelings, to the extent that the term “phone-ality” now exists to reflect how their mobile is an extension of their personality.

The highest type of mobile content purchased by under-30 year olds is games.

Mobile Users

The most telling statistic? On average, Australians spend one full hour on their mobile phones every single day!

*http://www.mobicity.com.au/marketing/Infographic/mobile_phone_usage.html



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Mobile Interaction Platforms

Interactive Projections Image Recognition Augmented Reality (Branded Mobile Interactivity)

SMS - Direct Marketing tool

Playing mobile games using voice or keypad to play

United Nations “Voices” Campaign

Nike T90 Kick Off Launch Perfect for Sampling, too many examples to name

Over 21,000 entries received from Image Recognition alone in the first week making it the MOST successful Australian UN campaign ever

The campaign was quickly picked up by influential global media immediately after launch – Contagious(UK), AdAge(USA), Digital Media(APAC)

SMS coupons effective method for driving the consumer in-store with a 6 times higher redemption rate than print coupon

Typ

eEx

amp

leR

esp

onse

Branded Funded Mobile Interaction

SituationThe Diet Coke Silver Room is a mobile Internet portal that hosts magazine-style content aimed at recruiting and retaining an audience of 16–24 year old females. Diet Coke wanted to reinvent the iconic Diet Coke break concept and bring it right up to date for a new, younger, tech-savvy female audience.

TacticsSourcing only the best content from publishers and brand partners, the Diet Coke Silver Room offers several areas for consumers to pick and choose their Diet Coke break:Access with Gabriella Cilmi, Fox & ParamountGossip – with Heat magazineStyle – with Getlippy.comR&R – with Peace One Day and Green ThingCoke Zone – for rewards from the Coke loyalty program.

ActionThe Diet Coke Silver Room is promoted on the iconic digital site at Piccadilly Circus and can be accessed by texting SILVER to 82233 (UK only).



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The Rise of “The App”

In 2009 Apple’s “App Store” had more than 35,000 Apps available. As of January 2012 there are over 500,000 Apps available to buy or download free.

In addition, Android have a further 400,000 Apps available to download from their platform, Android Market.

On average, smartphone users have 22 Apps for each phone, with Apple users having 37 on average! The most popular Apps are games, weather, news, social networks and maps.

But...does the reality match the hype? As the market becomes saturated the average download price of a mobile App is falling rapidly on all vendor stores, except Android, and 1 in 4 mobile Apps once downloaded are never used again!

The Research Brief, Nielsen May 2009



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Internet

Positives(+)

Negatives(-)

• Is a rapidly evolving medium

• Has deep engagement

• Is easily measurable

• Has a huge reach

• Contains many different ways to

interact

• There is a large audience

fragmentation

• To successfully use the Internet

can be a very complex process

• You are now competing globally



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To start using the Internet as a marketing tool takes some serious consideration. Firstly, things are never simple, so your expectations around time, cost and effectiveness can be unrealistic before you even begin. It’s worth taking the time to get clear on a few things before making the decision.

1. What are your key business issues and objectives? 2. How much are you willing to spend and what do you expect to gain? 3. What could you do better on the web that you’re currently doing offline?4. Do you have internal practices and processes in place to deal with updating

a site and dealing with enquiries a site delivers?5. Are your staff enrolled and engaged in what a website means for your

business and evangelising it to potential business partners and customers? 6. Do you know what you’re doing in terms of briefing and developing a site?

To Webor Not To

Web

brand news - www.marketingangles.com



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8 Ways to Drive your E-commerce Sales

1. Remove clutter

• Remove distractions to allow customers to focus on key tasks

• Highlight key products or features by hiding less popular ranges

2. Make the shopping cart stand out

• Use colour to differentiate the shopping basket

• The shopping basket is visually updated each time an item is added

• Tether the basket summary to the top of the screen so it is always visible

3. Provide visual feedback

• Reassure users as they progress through the site

• Provide visual feedback when consumers take an action

4. The bigger the better

• Images say a thousand words

• Clear, large images of your products are essential

• Invest in quality photography of your products

5. Make your buttons and links obvious

• Not just about size – about colour and wording too

• Make your buttons descriptive – they need to communicate all the information required

6. Always be there to help

• Have one clearly marked place for all information about the site/how to purchase

• Include a Getting Started Guide to help them through the purchase process

• Context sensitive help

7. Handle errors gracefully

• Reassure the user that this is just a small error and that the sale can be continued

• Make the error message highly visible

• Communicate how the user can overcome the problem

• Provide a phone number

8. Communicate your value add

• Communicate what extras you offer your customers

• USPs are no good if customers are not aware of them

• Put considerable effort into making these stand out on your site



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Internet Glossary

What on Earth does all this nonsense actually mean?

Web TLAsThe web can be a confusing place, full of indecipherable three-letter-acronyms (TLAs!)...so here’s a quick guide as to what some commonly used ones mean. These relate to the semantic web – the form of the WWW that keeps evolving and being updated to keep up with our needs.

XML: Extensible Markup LanguageIt is a form of storing and transporting data across the Internet

RDF: Resource Description FrameworkIs a framework or set of guidelines developed by the World-Wide-Web consortium

OWL: Web Ontology LanguageThis is an extended form of RDF



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Internet Glossary cont...

Search Engine Optimisation (SEO) - is the process of improving the volume and quality of traffic to a website from search engines

AdWords - is Google's advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising and site-targeted advertising

Banners - this form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the website of the advertiser

Interstitials - are web pages that are displayed before an expected content page, often to display advertisements or confirm the user's age

Moving picture (videos) - digital video format has become widely used as Internet bandwidth increases. Websites like YouTube can be used to show web versions of video campaigns

Demystifying Internet advertising



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A cookie is an ID assigned to your browser by a server and stored in a text file on your hard drive. Whenever you visit a website your browser requests the site’s pages from the server where the site is hosted. This server then assigns a unique ID to your browser, which can be used to collect information and store for later use.

Many companies are now able to target users and segment them on the basis of their browsing habits. Businesses find this information very useful, but government websites are tracking their users too.

Age, occupation, lifestyle, income level, marital status and buying preferences can be gathered using cookies. How this information is used depends on the individual companies collecting the information. They can use cookies to better design their products and services, thereby reducing the gap between your expectations and the value their product delivers.

Cookies

DRM - Digital Rights Management & Creative Commons

Digital rights management (DRM) is an umbrella term that refers to access control technologies used by publishers and copyright holders to limit usage of digital media or devices. It may also refer to restrictions associated with specific instances of digital works or devices.

www.wikipedia.orgWikinomics, 2006



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P2P is a network protocol for sharing files which eliminates the need for dedicated servers. Individuals can exchange files directly with each other .

Peer to Peer (P2P)

Prosumer

Customers become “prosumers” by co-creating goods and services rather than simply consuming the end product.

This is in contrast to consumer centric which is where companies decide on the basics and allow for simple modifications rather than a collaboration from the ground up. Really, this isn’t as exciting!

RSS

Really Simple Syndication is a family of Web feed formats used to publish frequently updated content including, but not limited to, blog entries, news headlines and podcasts.

Wikipedia 2008Wikinomics 2006

CONSUMER+PRO



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The generation being the first to grow up immersed in a digital- and Internet-driven world.

“For them the Web is a not a library - a mere information repository or a place to do catalog shopping - it’s the new glue that binds their social networks.” Don Tapscott

Net Generation or Gen Net

API

An Application Programming Interface (API) is a source code interface that an operating system or library provides to support requests for services to be made of it by computer programs.

For example, Google created the Google Maps API to facilitate developers integrating Google Maps into their websites with their own data points.

Affiliate Programs

Affiliate programs are web-based marketing practices in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts.

Two companies well known for their affiliate programs are Google (google Adsense) and Amazon.

Wikipedia, 2006Wikinomics, 2006



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Wikinomics refers to the use of mass collaboration within a business environment.

Mass collaboration relies on free individual agents coming together and cooperating to improve a given operation or solve a problem.

It can also refer to when a business externalises formerly internal business functions to other business entities.

A wiki is a collection of web pages designed to enable anyone who accesses it to contribute or modify content using a simplified markup language. Wikis are often used to create collaborative websites and to power community websites. The collaborative encyclopedia, Wikipedia, is one of the best-known wikis.

Wikinomics

Wikinomics 2006

Word of Mouse refers to the attention and legitimacy given to a piece of communication that is received from a trusted source, usually a friend. Having people pass around your communication is the best way to be noticed.

“People are very tuned into the fact that whatever you forward to your email list says something about you. And hardly anyone would ever send a salesman over to a friend’s house.” Charles K. Porter

Word of Mouse



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OpenSocial & The Social Network ApplicationOpenSocial is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google.

Applications using the OpenSocial APIs will be interoperable with any social network system that supports them, including features on sites such as Facebook, MySpace and Friendster.

Avatar

An Avatar is a computer user’s representation of himself or herself, whether in the form of a three-dimensional model used in computer games or a two-dimensional icon (picture) used in forums and on other social networks, or can also refer to the personality connected with the screen name, or handle, of an Internet user.

It’s estimated that in the next 10 years 90% of the population will have an avatar.

Life After The 30-Second Spot, Joseph Jaffe 2005

Ideagoras

This is how an emerging marketplace for ideas, inventions and uniquely qualified minds enables companies to tap in to highly skilled talent which outweighs their own company’s workforce.

E.g. InnoCentive is a company that takes research and development problems and releases them worldwide as competitions.



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Video Sites

Brightcove is aimed at professionals and businesses who want to publish and distribute videos on the Internet. Unlike Google Video and YouTube, this is not free.

YouTube is the most popular site for watching videos. People can create their own content and upload it. The resolution is of low quality although there have been discussions about improving this. This site is primarily for amateurs, teens and young adults.

Google Video is a free site that allows users to view and upload their own videos. Videos can also be bought from this site. It is also a search engine for videos, and searches include YouTube and other video site results. In 2006 Google bought YouTube through stock shares, but YouTube still operates on its own.

Brightcove

Google Video

YouTube



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Personalised URLs (or PURLs)

According to a study by the Direct Marketing Association, 42% of interested recipients prefer to respond online. Personalised Landing Pages refer to new technology (MindFireInc - http://www.mindfireinc.com) which lets companies create a personalised landing page when a person responds to an advertisement or searches a product.

Future developments will also be able to link to customer usage and purchase profiles so all information on the page will be customised for the users’ preferences.

Companies that have used it so far include Microsoft, BMW, Nike and Nestle.



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SEO

The rise of search• Search advertising in Australia reached $869.7 million during 2008. • That puts search ahead of magazines, which last year attracted $780 million in

advertising, and just shy of radio with $984 million. • More than half (61%) of advertisers surveyed for the report shifted budget from

other media into online search advertising in 2008, compared with just under half (48%) in 2007.

• The overall search advertising sector grew 36.5% year-on-year for 2008, with growth slowing over the next 5 years. In 2012 growth is expected to slow to 12.9%.

• Keyword sponsorship was the largest category of search advertising in 2008, accounting for 51%, or $442.6 million. Online directories follows on $263.9 million, while contextual searches accounted for $163.2 million for the year.

• The study found 75% of advertisers are now spending more than 10% of their total media budget on search related activities.

Frost & Sullivan’s Australia Search Advertising Market 2008-2012 reportCEASA figures



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Search 4.0

Search 1.0

• Frequency of words on individual pages

Search 2.0

• Link analysis• Keyword freq.• Domain age• General traffic

Search 3.0

• Results now sliced down into verticals; news, sports, weather...

• Multimedia

Search 4.0

• Personalised searching• Buying habits• Recent purchases• Fav. sites• Locality• Social network

1996 1998 2007

Search Engines are becoming ever more complex in order to deliver the most relevant results to users, so SEO practices are having to constantly evolve to keep up.



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Search Value Pyramid

Homepage

Category

Sub-Category

Specific Topic Pages

High search volume & competitionLow value

E.g. Holiday, travel, hotel

Slightly greater value E.g. Holiday Australia

High value E.g. Holiday Byron Bay

Exceptionally high value Well targeted leads

E.g. September weekend break Byron Bay



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Search Engine Optimisation

Title Tags - These are the words displayed at the top of the browser/page and provide the name and brief description of your website. They should be 6–12 words long

Description Tags - The description displayed when your site is listed as a result. It is suggested that it be 12–24 words long and should include keywords.

Keyword Tags - Should have 24–48 per page within the site. The words should be different and relevant to each particular page.

Consistently use your keywords throughout your text.

Tips for SEO

Black Hat SEOBlack Hat SEO refers to unethical means of optimising search engine results for specific websites.

When a company or organisation is caught using spamming to increase its search engine ranking, it may be penalised by Google, or completely banned.

For example, BMW was caught creating pages full of keywords that were not intended for the public but solely for improving its search engine ranking. As a result the site was completely banned from Google – a huge issue for any company that has spent a lot of time and a lot of money on developing its website.

The moral? Unfortunately there are no shortcuts so don’t try Black Hat SEO!



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SEO Weighting of Factors

Trust factors used by search engines/credibility

• Complex data mining is commonly used in a wide range of profiling practices, such as marketing, surveillance, fraud detection. It is extracting hidden patterns from data & searching for apparent but not necessarily representative patterns in large amounts of data.

• Age of links how long the links have been.• Domain history is the history of a domain name.• GA Analysis is the abbreviation of Google Analytics

offered by Google of statistics about the visitors to a website.

• Hub Relationships refer to the relations in the social network.

http://www.webresults.com.au

Domain History

Complex DataMining

GA Analysis

Age of Links

Hub Relationships



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SEO Weighting of Factors cont...

SEO & site features


Copy

HTMLStructure

Metadata

Size of Site

URLs

Internal Links

• URL is the name which appears after www. The more relevant the name you have registered, the higher you will rank in searches.

• Size of site - the more relevant content which is included in your site the better. Generally speaking, more information will rank higher than a single page.

• Metadata is the descriptions which sit behind each and every image and copy box in a website. Everything needs a description so that the computer can recognise what it is, and the more relevant to the search topic your metadata is, the higher you will rank.

• HTML structure is the code which is used to build your site.

• Copy is all the words which appear on your website. Each word is recognised by search engines and the more key words that are recognised the higher you will rank.

• Internal links refer to the amount of information within your site which is linked to other pieces of data within. your site.



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SEO Weighting of Factors cont...

Link relationships

• PageRank is a link analysis algorithm used by Google that assigns a numerical weighting to each element of a hyperlinked set of documents.

• Link text is the actual text and words that make up a link• Quality of links Amazon vs. nobody.• A semantic search engine is a search engine that

takes the meaning of a word as a factor in its ranking algorithm or offers the user a choice as to the meaning of a word or phrase.


PageRank

Quality of Links

Numberof Links

SemanticRelationship

Link Text



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Blogs

BlogosphereThis term refers to the use of blogs, wikis, chat rooms and personal broadcasting sites to express a user’s opinions and thoughts. These can be related to anything, be it serious corporate information or the day-to-day life of a teenager, and can be written by anyone from CEOs, to stay at home mums, to students.

Generally speaking there are three main types blogs: 1. The personal blog, which often discusses the day-to-day life of someone, be they a CEO

or a high school student2. The topical blog, which focuses on a particular topic, be it the writer a certified

professional or someone who simply has an interest in the topic, and3. The corporate blog, which portrays the point of view of an organisation.

It’s almost impossible to put a number on the amount of blogs active today, with estimates varying from between 150 million to 500 million, and a new blog being created every second!

It might sound daunting to get involved with these kinds of numbers, but the good news is there is always room for new and interesting blogs!

Wikinomics 2006



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Blogs

GizmodoA gadget blog outlining the newest gadgets and occurrences in the world of technology. It keeps readers up to date on the latest OS happenings, iPhone Apps and software tips. Also keeps readers informed about the latest advances in technology such as the latest cameras and sat-nav. The site contains information on the strangest news items to do with technology.

Engadget MobileA news blog on the latest mobile phones, intended release dates, performance and pricing. Some of the latest updates include Samsung’s new projector phone, the latest Nokia updates and the latest phone plans and deals.

Technology

Retail

The ConsumeristThis is a blog site dedicated to customer complaints and problems. The site warns against fake online products and scams, and also alerts the online community about cases of people not getting the product or service they wanted and the progress on the issue.



64

Blogs cont...

JoystiqThis is dedicated to keeping readers up to date with information about the gaming world. The site rates and gives information on games for all types of platforms such as Nintendo, Playstation, PC and Xbox. The site also includes links to Internet sites with similar themes, such as Engadget and PSP Fanboy, which contain information on the latest releases and retail price cuts.

Gaming

Cuisine

SlashfoodThis site is concerned with food and drinks. It includes blogs on all aspects of the process of eating, whether to eat in or out and where, as well as thousands of recipes. The site also has product and restaurant reviews, opinion polls and random information regarding food.



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Blogs cont...

CribcandyCribacandy.com features hundreds of cutting edge furniture and homeware designs for online purchase. The designs range from classy to fun and suit all types of people. This site contains links to hundreds of other sites where more detail about the objects can be found.

Apartment Therapy This is an American-based website on interior design and decorating. The site includes blogs and news of various styles and particular interior decorators. It has a very classic, upper-class feel to it. The site has information on social etiquette (such as which way the toilet paper should be placed on the holder) and various online shops.

MoCo LocoThe site includes an abundance of information on the latest trends in the art and design world with a specific focus on object and furniture design. The site showcases both practical and non-practical designs and promotes various international exhibitions.

Hemfeberfeber.se/hem/A Swedish, non-English blog on the art and design world.

Art and design



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Blogs cont...

AutoblogThis site is all about the auto industry. Autoblog details the latest breakthroughs in car technologies, information on the latest car releases and podcasts. The site also includes areas where readers can buy/sell their cars.

Auto

Environmental

TreehuggerA blog site about the environment, sustainable energy development and the latest “green” gadgets. The site promotes environmentally friendly designs and ideas. It also promotes environmentally friendly behaviour in a variety of areas including fashion and offers competitions and prizes for being environmentally aware. Treehugger also keeps readers updated on governmental grants and budgets for sustainable development.



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Blogs cont...

GridskipperA worldwide travel blog covering what is new and exciting in various world cities such as NY, LA, Paris, London, Berlin, Tokyo and Sydney. Bloggers can submit their own trips and adventures.

Travel

Specialist

LuxistThis site covers a vast variety of news regarding anything to do with luxury. This ranges from news about Tiffany & Co., to gossip about celebrities and information on illegal Cuban cigars.



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Social Media

Disclaimer

There is a big disclaimer that must be placed on any information about social media.

The fact is that given the nature of the Internet, what was new, fresh and exciting last year often simply doesn’t exist or has been bought by someone else this year!

Popularity on the Internet is a very fickle thing, and a new trend can change the tide of what is “the best” almost overnight, particularly around social media.

We have made every effort to make sure the following section is up to date, but unfortunately the fact that you’re actually reading this means we can guarantee that at the time you read this these stats will be incorrect!



69

World Map of Social Networks



70

Top 5 Social Networking Sites

As of February 2012, Facebook had over 845 million active users. The site allows users to segment their friends, send messages and images, chat, play games and seek out friends from across the world.

Twitter is a micro blogging site which allows users to give and read updates on their activities using a maximum of 140 characters, called “tweets”. As of July 2011, Twitter had over 300 million users, although there are questions around how many of these users are actually active.

LinkedIn is a professional business networking site which allows users to build “connections” with other users. They can then use these connections to look for jobs, recommend people, make business introductions or promote themselves. As of November 2011, LinkedIn had over 135 million users worldwide.

MySpace can effectively be called the precursor to Facebook. It is a social networking site which allows users to build profiles of themselves and communicate, and in June 2006 even overtook Google as the most visited website in the USA. Myspace saw its popularity peak around 2008 with over 200 million users worldwide but, in homage to the fickle nature of the Internet, since 2010 usage has steadily declined to the point that the majority of MySpace staff were laid off in early 2011. Usage stats are difficult to pinpoint as it is estimated there are millions of inactive accounts.

Google+ is one of the fastest growing sites on the Internet. It is a social networking site launched by Google which incorporates most of the other Google services to include live chat, image upload and a number of other functions but allows you to segment your messages so that you don’t have to broadcast to everyone. Although Google is secretive around the amount of users Google+ has, it was the fastest social site to reach 10 million (in 16 days!) and estimates put its usage at around 80 million users as of February 2012.



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Social NetworkingA social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on.

55% of Australians using the net are now engaged in this habit-forming network activity.

Total Internet usage: Reached the 2 billion mark at the beginning of 2012, with 1.2 billion of these accessing social networks

In 2010 there was a record spend on advertising on the Internet. This was an increase of 15% from the previous year and came despite the world being in the midst of a massive financial crisis. One telling statistic is that of this total spend, the Top 10 companies (mainly Google, Yahoo and Microsoft) accounted for 72%!

In 2010 social media received over 10% of this revenue and had an overall increase of 55% in revenues from the previous year.

Social networking and advertising

Wikipedia, Target Social Network Ads to Capture Clicks, Research Brief



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Social Media Strategy

PEOPLECreating

ReviewingRatingJoiningSharing

ConsumingInactive

OBJECTIVE

Educate

Entertain

Test/Trial

Observe

Listen

Crowd Source• Ideas• Content

Protect/Defend/Defuse

Feedback

Research

Empower

Sell

ENGAGE

TRAFFIC

Games

Content

Long/Short

Creation

Apps

Widg

ets/M

obile

/

Socia

l Med

ia

Competitions

Wiki

Demon

strati

ons

Surv

eys

Testimonials

CommunityForums

Database• SMS• eDM

SEM• AdWords

• SEO

Blogging

Micro-blogging

Online D

isplay

Advertis

emen

t

Spon

sors

hip

Affiliate

Social Bookmarking

Syndication

PR/News

Refe

rrals

If you don’t know it,don’t blow it,check POET

MEDIAEarnedOwned

Paid

MODEComputer

MobileMedia Centre

For an explanation of how this works go to:youtube.com/downtobis



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Social Media Petal

Revie

ws &

Rat

ings

Wiki

Commen

ts

Custom

er Serv

ice

Crowd Source Content

Collaboration

Documents & Content

LivecastingSMS/VoiceVideo

MusicPictures

Social Bookmarks

Blog Comm

unitiesBlog

Con

vers

atio

ns

Blog

Plat

form

s

Life s

tream

s

Curated

Network

s

Social NetworksForums

Micro Media

Twitter Ecosystems

Events

Facebook Apps

iPhone Apps

Location

And MORE!

Social Media Petal

As we’ve seen already, there are so many constantly changing options when it comes to Social Media. That is why it’s really important to run POET first and get your strategy right.



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YourBusiness

Video

Email

Forums

Chat Offline

Blogs

Podcasts Wiki

Events

Photo & Video Sites• Flickr• YouTube• Brightcore• Google Video

Blog Sphere• Aggregators• Google• Technorati• Other

Wiki• Wikis• Wikipedia• Others

Mass Media• Cinema• Print• Radio• AAP• TV

Event Tools• Eventful• Upcoming• Dopplr

Social Networks• Flickr• Facebook• MySpace• Fansites• Bebo• Vox

Live Presence• Webinars• IM• Live Training• Sales ‘n’ Stats• Jaku

Social Media Tools• Stumble upon• Digg• Widgets• Tagging• Search

Your Business in Media



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Social Technographics Ladder

Creators (18%):• Publish blogs or online articles at least once a month• Maintain a web page• Upload videos to YouTube

Critics (25%):React to online content by:• Posting comments on blogs or forums, or• Posting ratings or writing reviews

Collectors (12%):Organise the content produced by Creators & Critics by:• Saving URLs and tagging photos• Voting for sites• Using RSS feeds (on services like Bloglines)

Joiners (25%):• Maintain a profile on a social networking site• Visit social networking sites

Spectators (48%):Consume what the rest produce by:• Reading blogs & online forums,• Watching videos & listening to podcasts

Inactives (44%):• Are online but do not participate in groundswell

Forrester Reasearch, Technographic profiling

N.B: Different people fall into multiple categories, and as your demographic changes so does your technographic grouping



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Social Media Mistakes

6 Social Media

Mistakes

Not having a Social Media Plan

Not understanding your audience

Not listening

Lying & trying to fake it

Social Media spamming

Trying to interact with “everybody”

Burger King:Whopper Sacrifice SituationBurger King wanted to demonstrate on a social media platformthe strength of consumers’ love of the Whopper.

TacticsA social media campaign was created utilising the proposition, “Which love is bigger, your love for your friends or your love for the Whopper?".

ActionThe fast-food chain released the Whopper Sacrifice App on Facebook. The App rewarded people with a coupon for BK's signature burger when they culled 10 friends from Facebook.

Each time a friend was excommunicated, the App sent a notification to the banished party via Facebook's news feed explaining that the user's love for the unlucky soul is less than his or her zeal for the Whopper.

ResultThe “Whopper Sacrifice” App caused 233,906 people to be “sacrificed” for the love of the Whopper. Subsequently, the App was disabled by Facebook, presumably for being too popular.

Situation Universal Studios wished to create widespread hype surrounding the new Sacha Baron Cohen film “Bruno”.

TacticsA number of mediums were utilised with a focus on generating controversy to drive WOM, public interest and attention.

ActionThe campaign focused heavily on confrontational and outrageous imagery.

ResultThe campaign succeeded in generating WOM, controversy and public attention resulting in large crowd turnout on opening night. However, these effects were rendered impotent by negative Twitter sentiment, plummeting ticket sales by 40% on its second day of release.

Living and Dying by Twitter:Bruno Launch

Living and Dying by Twitter:Inglorious BasterdsSituation Quentin Tarantino released his new movie “Inglorious Basterds” in 2009 using traditional promotional work.

TacticsThe only forms of promotion were standard movie release techniques including TV and cinema advertising as well as online.

ActionThe first trailer for the film, a teaser, premiered on Entertainment Tonight on February 10, 2009, and was shown in American theatres the following week.

There was a subsequent release of the trailer on YouTube, viral adverts and TV commercials.

ResultThe movie ended up doing extremely well at the box office, pulling in $37.6 million in the US with an additional $27.1 million overseas during its opening weekend.

It is believed, given that only 8% of Twitter review for the film were negative, that the film’s popularity and success can be attributed in no small part to Twitter.

“Basterds was a film with questions surrounding it before the weekend, but Friday and Saturday tweeting swung it in a decidedly favorable direction.”



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Social Media Engagement KPIs

Social media measurement should be undertaken by standing back and looking at the big picture – sales, customer loyalty and satisfaction.

That said, it is often necessary to quantify customer engagement. The following list of KPIs/metrics offers a starting point for quantifying consumer social media engagement.

1. Alerts (register and response rates/by channel/click through rate/post click activity)2. Key page activity (post-activity)3. Bookmarks/ Favourites (onsite, offsite)4. Posts / Comments / Feedback5. Downloads / Uploads6. Email subscriptions7. Fans8. Followers (follow something/someone)9. Registered users (new/active/dormant)10. Invite / Refer / Forward to a friend11. Groups (create/join/group activity)12. Messaging (onsite)13. Profile (bio, links, email)14. Widgets (number of new widgets users/embedded widgets) 15. Print page16. Report spam/abuse17. Reviews/Testimonials/Ratings18. Social media sharing/participation19. Tagging (user-generated metadata)20. Time spent on key pages21. Time spent on site22. Total contributors (and % active contributors)23. Views (videos, ads, rich images)

Econsultancy 2009

MEDIA TOOLS

The following tools will help with making any big decisions on media. It is useful to sit down and do some, or all, before embarking on any forays into the often confusing media landscape.


MEDIA TOOLS

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The Media Interrogation

• What is the campaign aiming to achieve?• What is the market background?• Where is the brand positioned and who is the leading brand?• What are the goals of the brand and how will advertising help?• What are the key marketing aspects? (packaging, pricing etc.)• Are there any creative considerations? (message parameters etc.)• Where is the product sold/selling best?• What is the budget?• When is the optimal timing to advertise?• What are other communications supporting the brand?


MEDIA TOOLS

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The Media Money Box

Reach

How few people do I need to talk to, to reach my objectives?

How many times do I effectively need to talk to my audience?

What is the product purchase cycle?

How tightly can I define my target audience to avoid wastage?

Can I or should I prioritise my markets?

What form does the message need to take?

Frequency

Continuity

Target Audience

Geographic Spending

Creative Length


MEDIA TOOLS

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Media Insight

Brand:Product:Target Audience:Timing/Seasonality:

Time of DayDay of Week Activity Place Mindset Media

ImplicationsProduct

Considerations Media Channel Coverage Efficiency Communication Impact Overall

1 2 3 4

Lowest HighestSubjective Value Scores


MEDIA TOOLS

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Day In the Life oF (DILO)

Time Activity Relevance Channel

Take a step-through journey of a day in the life of one of your consumers. This will throw up ideas and places of where to get their attention and what activities they are undertaking at certain times which can lead to your involvement.


MEDIA TOOLS

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Opportunities Calendar

• Business Driven

• Market Factors

• Strategic Imperatives

• Consumer Opportunities

Q1 Q2 Q3 Q4Opportunities Calendar

• Innovations

• New Product Development

• Predatory Thinking

• Internal Comms

Sorting• Sequential

• Product

Filters

• ROI

• Strategic

• $

• Brand

Marketing Communications

Calendar


MEDIA TOOLS

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Reach and Depth of Media

Cafe• Cups• TV• Avant cards• Napkins

Stunts• Attention• Jamming

Outdoor• Metro lites• JC Decaux• Super site• Lenticulars

Street• Bill posters• Chalk• Stickers

Radio• Drive time• School pick-up

Executive Media• Foyers• Lifts

Airport• Lounges• Lightboxes• Counters• Inflight media• Boarding pass

Bus/Train• X-track 24• Backs• Interiors• Stations• Taxi

Petrol Station• Pumps• Coupons• Forecourt

Shopping Mall• Centre court• Eyelites• Stickers• Large spec• Food court• Trolleys• Backs• Interiors• Stations• Taxi

Transit

Transit

Entertainment

Social

One2OnePOP

Reach

Depth


MEDIA TOOLS

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Reach and Depth of Media cont...

Transit

Entertainment

Social

One2OneP.O.P

Reach

Depth

Print• ACP/PacPub• Niche• Partnership

TV• Sponsorships• Pay TV• Interactive

Radio• Countdown• Website

integration

Press• Regional• Metro• Supplements

Film• Cinema• DVDs

Sponsorships• Sports• Music• Calendar

Online• SEO/AdWords• Banner• Games• Splash pages• Affiliate

Entertainment


MEDIA TOOLS

89


PR• News/Comment• Information• Any medium

CGC• Pictures• Video• Mobile

Viral• Games• Video/Pics• Promos

MGM• Events• Offers• Data

Seeding• Tipping point• Groundswell• Celebrity

Interests• Dating• Community

Social Networks• MySpace• Facebook• Blogging

Social

Entertainment

Social

One2OnePOP

Reach

Depth

Transit


MEDIA TOOLS

90


Direct Sales• Tele• Retail• Door2door

Experiential• Events• Branded

experiences• Brand

ambassadors

Tailored Message• DM• eDM• Mobile

CRM• Loyalty Cards• Ezines &

newsletters• Coupons• EMP

Sampling• Premiums• Freemiums• Trials

One2One

Entertainment

Social

One2OnePOP

Reach

Depth

Transit

Shops• Coupons• Trolleys• Shelf talkers• Displays• In-store radio• Screen savers

Brochures• Barcodes

Bluetooth

Trade shows

POP


MEDIA TOOLS

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x4 Step Channel Planning

Prioritise customer points-of-impact

Optimise IntegrationSTEP 4

STEP 3

STEP 2

STEP 1 Review Channels

Assess effectiveness and impact


MEDIA TOOLS

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Channel Planning: x4 Step Filtering ™

• TV/Subscription• Press• Magazine• Radio • Cinema • Outdoor - bus, train, posters• Online - networking, banners, games• Street - posters, chalk, stickers• Experiential - events, activations• Direct - DM, eDM, outbound calls • Trade incentives• Ambient - loos, scooters, avant cards

• Viral (mobile, online, street)• Promotion • PR - seeding, stunts, jams• Sponsorships • WOM - tipping point• MGM - data use• Café media• Shopping malls • Mobile marketing• Executive - lift foyers• Affiliate

Test for strategic & tactical relevance



MEDIA TOOLS

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Channel Planning: x4 Step Filtering ™ cont...

Review intuitively preferred channels against:• Traditional media criteria• Budget constraints• Campaign reach & frequency objectives

Awareness significance measures:• Relevance - fit with target market’s needs/wants• Remarkability - talk-ability/memorability

STEP 2



Review strategy, Customer Experience Audit™ & sales data:

Awareness

Purchase

Advocacy

Identify growth driving impact points

Prioritise customer points-of-impactSTEP 3

STEP 2




MEDIA TOOLS

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Optimise IntegrationSTEP 4

Channel Planning: x4 Step Filtering ™ cont...

Review selected channels and optimise:• Synergies between channels• X-channel opportunities: experiential, sponsorships, promotions• Decide message flighting

Prioritise customer points-of-impactSTEP 3

STEP 2




MEDIA TOOLS

95

EV

EN

TS‣ FUNDRAISER‣ SEMINAR‣ GALA BALL‣ BREAKFAST, LUNCH‣ PARTIES‣ WINE & CHEESE EVENINGS‣ EXHIBITIONS‣ TRADESHOWS

PR

EM

IUM

SE

RV

ICE

‣ PERSONALISATION‣ ONE-TO-ONE TAILORING & DEMOS‣ ONGOING SERVICE‣ AFTER HOURS SUPPORT‣ ACCESS TO LIMITED EDITION

DIS

CO

UN

TIN

G ‣ BULK DISCOUNTS‣ FREE EDITIONS‣ STANDBY RATES‣ DISCOUNT COUPONS‣ B.O.G.O.F.‣ INTRODUCTORY OFFER‣ MORE FOR LESS‣ % OFF‣

LIM

ITE

D O

FFE

R ‣ PEAK/OFF-PEAK‣ 3 MONTHS‣ 48 HOUR SALE‣ BIRTHDAY SALES‣ SEASONAL‣ WEEKDAY‣ EVENTS‣ EARLY BIRD SPECIALS

LITT

LE T

RE

ATS

‣ THANK YOUS‣ GIFT VOUCHERS‣ CONTENT‣ COMPETITIONS‣ INFO GIFTS‣ DVDS, CDS, BOOKS ETC.

INFO

& E

DU

CA

TIO

N ‣ RESEARCH‣ REPORTS‣ STATISTICS‣ NEWSLETTERS‣ COURSES‣ ARCHIVES‣ INDUSTRY WHITE PAPER‣ WORKSHOPS‣ ELEARNING‣ PHONE SUPPORT

PAY

ME

NT ‣ NO INTEREST

‣ INSTALMENTS‣ FINANCE‣ PAYMENT OPTIONS/PLANS‣ PAYMENT LOCATIONS

RE

MO

VIN

G R

ISK

‣ EXTENDED WARRANTY‣ SAMPLES/TRIALS‣ SUPPORT‣ MONEY BACK GUARANTEE‣ RETURNS/REPLACEMENTS‣ FREE QUOTE‣ FREE DELIVERY/INSTALLATION

LOYA

LTY

‣ POINTS‣ REWARDS‣ DISCOUNTS‣ 5TH PURCHASE = FREE‣ MEMBER BENEFITS‣ REWARDING REFERRALS/FEEDBACK

& TESTIMONIALS

CO

MP

ETI

TIO

NS ‣ WITH BRAND “STYLE”

(EG: 25% OF CUSTOMERS GET GOODS FOR FREE)

‣ GAME OF SKILL‣ CHANCE TO WIN‣ CONTENT BASED‣ MONEY CAN’T BUY‣ CASH/CAR/HOLIDAYS JO

INT

VE

NTU

RE

‣ PRODUCTS/SERVICE USED WITH YOURS

‣ UNMET CUSTOMER NEEDS‣ CATEGORY ADVISERS‣ CATEGORY IMPLEMENTORS‣ LIFESTYLE CHOICES

TACTICS TURNTABLE

The End

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The Brand Box series

Know Your Business Know Your Market Know Your Consumers What’s the Big Idea? How To Say It When And Where To Say It

Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

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Transcript of Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit