It costs money to get in front of the most powerful consumers in the world. Are you willing to invest?

1. Developing aDeveloping a
StrategicStrategic
Marketing +
Sales Plan

2. The United States
will continue to lead the
world in both total
advertising
spending and online
ad spending with
expenditures in 2011of
more than $265 billion
and $45 billion,
respectively.
PREPARE FOR U.S. MARKET COMPETITIVE COSTS.
Source: International Data Corporation (IDC)

3. Why must companies
spend so much to
make sales?
Because the sales are BIG and
EVERYONE is competing for dollars
across MANY TYPES of media
channels.
Companies need to be seen and in return
people expect to be ENTERTAINED.
ENGAGE + ENTERTAIN THE CONSUMER (aka the human).

4. What are we competing for exactly?
Source: Bureau of Economic Analysis
SIZE
In 2009, US Consumers collectively
spent over $10 Trillion on
goods ($3.3B) + services ($6.8B).
COMPETE FOR + WIN PREMIUM SHARE.
TREND
US Consumers have the highest
collective buying power
relative to all other nations. Forecasters
predict demand will remain at this level
for the foreseeable future.

5. In one of the most
competitive economic
climates in the world,
companies depend
on advertisers +
marketers to reach
consumers and steer
them toward their
products.
LOCATE THE RIGHT TEAM THAT REALLY KNOWS THE MARKET.

6. Agency JOB =
RESULTS.
Strategy, Sales, Awareness,
Consumer Loyalty, Traffic,
Visitors, …etc.
Client NEED =
IDEAS + TOOLS
for Business Sustainability.
EXPECT A LONG-TERM PLAN FOCUSED ON BUSINESS RESULTS.

7. Sales are #1
What is the recipe to
making them?
ORGANIZE A TEAM THAT UNDERSTANDS YOUR BUSINESS’ UNIQUE NEEDS.

8.  Consumer is Boss
 Democratized Power
 Relationships
 Relevancy Strategies
Foundation + Brand Equity Structure
 It’s a Process…Carpe DIEM!
Today’s FRESHFRESH Ideas:
ONE SIZE DOES NOT FIT ALL. KNOW HOW U.S. BUSINESS FACTORS
APPLY TO YOUR COMPANY SPECIFICALLY, THEN, STRATEGIZE.

9. Strategy supported
by the right …
product
media
message
creative
…that meets a human need
and improves life in a
measurable way.
NOT price alone

10. Own a strategic plan for:
 product adaptation
 brand development
 marketing communication
Align the plan with business SUSTAINABILITY + EXPANSION.
Keep it simple.
Focus on
the customer.
 Let them know who you are.
 Get to know them.
 Earn their trust.
Make a brand promise and
consistently deliver.
… They will let you know what
they think + where to find them.

11. The U.S. Consumer is a
PROFESSIONAL CONSUMER and is
very MEDIA SAAVY.

12. Shift Happens:
Globalization, The (CONSUMERCONSUMER)
Information Age, & Business.

13. People on the planet today live in a world that is
democratizing power.
Access to INFORMATION (data, history, news)
CAPITAL (labor, land, financing)
TALENT (skills)
IDEAS (creativity)
…is abundant.
Shift Happens:

14. These changes are affecting the way people behave.
The consumer…
End user
Prospect
Buyer
Client
Customer
… is empowered with tools & choices.
In other words, The Consumer Is Boss.
Shift Happens:

15. Relationships have always been important in business
but the need to develop authentic
customer connections is now an
everyday expectation.
Engagement Strategies
LOGIC SYMBOLS
STORY TELLING TRANSPARENCY
INCLUSION LOGISTICAL EFFICIENCY
VALUES BACK STORY
CULTURE ACCIDENTAL SPOKESPERSON
RITUALS PERSONALITY MOMENTS
…are central to the strategic business plan.
Shift Happens:

16. Are you ready?
Can you compete?
Can you win among buyers
with $10 trillion dollars to
spend + a lot of opinions?

17. What strategies are you
using to stay
relevantrelevant? To make
people your
brand?

18. [Before you begin…Take a step back.]
Kryptonite Bike Lock “Digital Demolition”
Corona & Lime “Reason-less Ritual”
Wal-Mart: Project Impact “Efficiency Costing”
Miscellaneous “Awesome Accidents”
Learn + Innovate
Success + Survival STORIESSuccess + Survival STORIES

19. [1st
Step]
BASIC all-points check.
Are you lucky enough to:Are you lucky enough to:
… have an old concept?
>Nothing is more expensive than teaching your customer.
… have many competitors?
>Demand is crucial.
… know how to improve on an outdated business model?
>Innovation means NEW + BETTER.
… know how to define your niche?
>Separate from the competition with a difference that is
relevant and helpful to the consumer’s lifestyle.

20. [2nd
Step]
KNOW your people.
Do you really knowDo you really know
(&love) your audience?(&love) your audience?
What are they like?
Why are they interested in what you offer?
What keeps them up at night?
How can you solve their problem?
What do you want them to do?
How might they resist?
What is the best way to reach them?

21. We hear, but do not often LISTEN.We hear, but do not often LISTEN.
Involve the consumer: Buyer tells you how to enhance the
offering.
>Use key consumer insights to differentiate your brand!
Clear description: How your offering creates a better world.
>Just 7-10 words; simple to understand and be consistent!
Short story: How life is improved.
>Stories are more memorable than data!
Tip: Speak to your consumer with communication that’s BOTH relevant
to your brand and part of their lifestyle.
[3rd
Step]
SOUND CHECK.

22. [3rd
Step]
EQUITY BUILDING.
Write it down, check it often.Write it down, check it often.
Sustainable Competitive Advantage.
Does your offering have continuity, a long life cycle
and are they competitive vs. the market? Can this
edge be maintained?
Reason To Believe.
Do you offer a core difference, improvement, or
innovation that is physically evident? Can it be
demonstrated?
Consistency Over Time.
Do you have a plan to deliver on consumer
expectations again and again once you have their
attention? Is the message simple or single-
minded? Can it be repeated easily?

23. [3rd
Step]
Brand EquityBrand Equity
Architecture:Architecture:
Definition of what the brand wants to stand
for emotionally + functionally in the minds
of its buyers / consumers.
GLOBAL EQUITY
“THE BIG IDEA”
PERSONALITY
“THE EMOTIONAL AND
FUNCTIONAL STATEMENT.”
ADJECTIVES TO DESCRIBE THE BRAND
PERSONALITY
INFRASTRUCTURE
DIFFERENTIATION
UNIQUE ATTRIBUTES THAT CREATE A TRUE STATEMENT
AND DIFFERENTIATE THE BRAND.
Performance: / Emotional: / Experiential:
RTB – WHY SHOULD THE CONSUMER BELIEVE YOU? CAN YOU
DEMONSTRATE A DIFFERENCE? MUST BE CONCRETE; A NOUN.
PARITY
ATTRIBUTES THAT CREATE A TRUE STATEMENT
AND CONFIRM THE OFFERING IS ON PAR WITH ITS
COMPETITION.
Performance: / Emotional: / Experiential:
THE BRAND delivers X Y Z TO
BENEFIT THE CONSUMER
AND PROVIDE X Y Z TO
OFFER A SOLUTION.

24. [4th
Step]
Rinse/Wash/REPEAT.
Once you’re done,Once you’re done,
you’ve just begun.you’ve just begun.
Development Implementation Execution Management
• SWOT, Research
• Identity, position, equity
• Communications plan
• Channel distribution/4Ps
• Voice + Face
• Timeline
• Testing
• Production
• Match plan to objectives
+ revenue goals/ROI
• Launch the ‘substance’
• Bring to life strategy plus
tactics mktg mix
• Test + track the delivery
process
• Consistency
• Measure
• Modify
• Manage relationships
• Keep an eye out for
surprises, the new, lucky
accidents
Carpe DIEM!
STRATEGYSTRATEGY
LIFE CYCLELIFE CYCLE

25. Design a consumer relevantconsumer relevant business strategy to build the brand character.
EngageEngage the consumer with an offering to fit or improve their lifestyle.
Maintain the relationshiprelationship with 2-way communication, really listen.
Empower consumers with a simple + consistent messagesimple + consistent message, make it inspiring.
Plan a marketing mix that encouragesencourages consumers to be your sales force.
Strategic Planning Summary.
Product Adaptation || Brand Development || Marketing

26. THANK YOU.THANK YOU.
Integrated MarketingIntegrated Marketing
Tel. 210.220.3739Tel. 210.220.3739
www.drew-walker.comwww.drew-walker.com