How old school is still cool
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Transcript of How old school is still cool
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How Old School Is Cool
Saturday, October 12, 2013
2:00pm – 2:50pm
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COPYRIGHT NOTICE The copyright law of the United States (Title 17, United States Code) governs the making of photocopies
or other reproduction of copyrighted material. Under certain conditions specified in the law, libraries and archives are authorized to furnish a photocopy or other reproduction. One of these specified conditions is that the photocopy or reproduction is not to be "used for other purpose than private
study, scholarship or research." If a user makes a request for, or later uses, a photocopy or reproduction for purposes in excess of "fair use," that person may be liable for copyright infringement.
DISCLAIMER The opinions of the contributors expressed herein do not necessarily state or reflect those of the
National Association of Convenience Stores. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the National Association of Convenience Stores. The National Association of Convenience Stores makes no warranty, express or implied, nor does it assume
any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, product, or process described in these materials.
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Moderator Joe Hamza
VP Sales & Marketing
Tedeschi Food Shops, Inc.
Ira Gleser
President
Amplify Marketing Communications
Krista Lang
SVP, Executive Media Director
22squared
Speakers
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How Old School Is Cool
Ira L. Gleser
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Everything is Going “Old School"
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Social Media Bingo
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Traditional Media: Driving Traffic and Sales
Print OOH Radio
PR Direct
Signage
In-Store Merchandising
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IMPRESSIONS
TRANSACTIONS
EXPRESSIONS
CONVERSATIONS
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Consu ers
Associ tes
Sta eholders
Communi ies
Broadly Define
Your Market
M dia
M
A
R
K
E
T
Shoppe s
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Don’t Forget Your Brand Lover!
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Orchestrating Your Messages
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ADVERTISING IS
BASED ON ONE THING:
- DON DRAPER
HAPPINESS.
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How Old School Is Cool
Krista Lang
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Engagement with the customer today isn’t just
pouring a message down on their head and hoping they
get wet. It really is understanding that you must be
present in a conversation when they want to have it, not
when you want to.
— Bob Thacker
former CMO of OfficeMax
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Develop clear
communication
and
sales goals 1.
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Plan around your
consumers
and
their behaviors 2.
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Average time spent per day
(in minutes) with major media by U.S. adults
Digital =
316
minutes
(5:16)
Print =
32
minutes
(0:32)
Broadcas
t =
397
minutes
(5:57)
Total =
725
minutes
(12:05)
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Source: eMarketer, Aug 2013
U.S. total ad spending (by media)
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Ways in which U.S. smartphone and tablet owners
use gas and convenience apps/sites (by device)
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Understand what
messaging should
reach your consumer
and
via what media
3.
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As a major CDR’s budget grows, they don’t abandon
traditional media. They add digital to help augment
traffic driving media.
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How one c-store is using digital media
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Brand Promotion vs.
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Effectively measure
what’s working
and
what’s not
4.
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1. Embrace social media, but don’t forget traditional channels
2. Broadly define your M.A.R.K.E.T.
3. Turn your brand lovers into brand ambassadors
4. Create consistent messaging
5. Develop clear communication and sales goals
6. Plan around your consumers and their behaviors
7. Understand what messaging should reach your consumer
and via what media
8. Effectively measure what’s working and what’s not
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404.347.8850
www.22squared.com
@kicka
@22squared
Thank you!
678.646.9116
www.amplifymc.com
@iragleser