Robert Levy's CPG Presentation Success Makers 2010
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BrandSpark International Inc. © 2006 All R ights R eserved Best New Product Awards Success Makers Workshop on Social Media February 2010
Transcript of Robert Levy's CPG Presentation Success Makers 2010
BrandSpark International Inc. © 2006 All Rights Reserved
Best New Product AwardsSuccess Makers Workshop onSocial Media
February 2010
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The landscape is evolving… hang on
Brand Marketing Issues
Top 3 most important issues to Marketers over the next 12 months?1. Ensuring my campaign resonates with and engages my target market – 75% agree
2. Ensuring my brand remains well positioned for growth in my category – 73% agree
3. Maximizing my marketing ROI – 68% agree
Which of the following issues are currently most important to you with regards to the brand(s) you work on?
Source: 5th Annual Marketers Survey*Respondents allowed to choose multiple categories
(n=102)
Time SpentH
ou
rs P
er w
eek
Source: 2010 BrandSpark Canadian Shopper Study
Q: In an average week, please indicate how many hours you spend watching, listening, OR interacting with each of the following.
Social Networking Sites
Q: Are you a member of any of the following online social networks?
Source: 2010 BrandSpark Canadian Shopper Study
Blogs
Source: 2010 BrandSpark Canadian Shopper Study
Q: Do you read blogs? Do you ever write blogs? (Often/Sometimes)
Media Spending Habits
Top 3 spending increases 1. Social networking sites (Facebook, twitter, etc)
2. Online advertising other than display
3. Online display advertising
Source: 5th Annual Marketers Survey
(n=102)
Over the next 12 months, do you expect to spend more, spend less, or spend the same amount of your total marketing budget towards the following marketing/media channels and initiatives?
Director of Marketing for Yahoo Canada
Max Tremblay
Headquartered in Toronto, Ontario
Leading Internet destination
Innovative
Visited by more than 16 million Canadians in December, 2009
Mobile sites visited by more than 1 million unique mobile users in December, 2009
Found a picture of Max on lin
ked in
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LISTEN …… JOIN…..
AND IMPORTANTLY….
SHAPE THE CONVERSATIONS
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Drew Modules
Social Media Fit
The real question is how does Social Media fit into your brand strategy framework?
When do you need to use it?
Against which targets?
To complement which other media choices?
And how will you measure the impact?
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Key Consumer BenefitWho is the brand trying to reach?
• Target Market
• What are their needs?
If the brand was a person, how would she/he be described?
• The voice, look & feel of the brand
“The Elevator Pitch”
BrandSpark Positioning Network - Overview
Why does the brand exist?
• Competitive advantage
• Key points of differentiation
• Why is the brand relevant to consumers?
Target Consumer
Consumer Needs
Why We will Win
(differentiation)
Brand Character/ Personality
+
AwarenessFamiliarity
Brand Associations
(Positive/ Negative)
Quality Associations Consideration Usage Brand
Conviction
Model StructureIdentify where consumers fall out (purchase barriers) of the purchase funnel and design strategies targeted at those specific consumers to close the ‘leaky bucket’
The Brand Health Cascade shows where you lose more/ less of the consumer base than your key competitors
Consumers drop out of a brand’s purchase funnel at each stage. The key is to identify the volume opportunity that is presented (or being lost) at each stage and prioritize strategies to address them.
Strongest Predictor of
Market Share
Stage 1
Stage 2Stage 3
Stage 4Stage 5
Stage 6Stage 7
T.V.
Radio
Newspaper
Direct Mail
Sponsorship
Internet Advertising
Outdoor
Social Media
Magazine
Making the Brand Cascade Actionable
• Apply appropriate communication strategies based on brand strategy objectives
ILLUSTRATIVE: EXAMPLE DATA
Awareness ConsiderationFamiliarity Associations Quality Usage Conviction
BrandSpark International Inc. © 2006 All Rights Reserved
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