The document discusses various marketing strategies and tactics for dominating the "mindshelf" of customers. It emphasizes developing a clear value proposition, differentiating your brand, maximizing media exposure through the right media mix, and harnessing the power of different communication channels like television, radio, print, and direct mail. The overall message is that marketers must stand out from competitors, own a word on customers' minds, and use creative, impactful messaging to capture attention and motivate action.
25. SOME? how do you transform HO into HUM GIMME HO HUM SOME? GIMME
26. BLOW AWAY THE COMPETITION BLOW AWAY THE COMPETITION how can you without BLOWING AWAY YOUR BUDGET? BLOWING AWAY YOUR BUDGET?
27. B2C or B2B B2B B2C there’s some rules of marketing which always apply
28. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence
29. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence frequency, frequency, frequency spheres of influence
30. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency media mix TGI
31. media mix spheres of influence weight frequency, frequency, frequency TGI frequency, frequency, frequency TGI media mix spheres of influence weight weight TGI frequency, frequency, frequency media mix spheres of influence spheres of influence frequency, frequency, frequency weight media mix TGI
32. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTH
33. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h NRS OTH
34. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h b a n d w i d t h TSA OTH NRS
35. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h OTS OTH NRS b a n d w i d t h TSA
36. OTH TSA position b c a c n c d c w c i c d c t c h NRS ratings OTS b c a c n c d c w c i c d c t c h TSA ratings NRS OTS position OTH position OTS TSA OTH ratings NRS b c a c n c d c w c i c d c t c h position ratings OTH NRS b a n d w i d t h TSA OTS
62. hotel chain lager electrical retailer batteries running shoes airline
63. bank hotel chain lager electrical retailer batteries running shoes airline
64. law firm bank hotel chain lager electrical retailer batteries running shoes airline
65. airline British Airways, British Midland, Qantas, United Airlines, Virgin running shoes Adidas, Converse, Fila, Nike, Puma batteries Duracell, Energizer, Ever Ready, Power +, Procell electrical retailer Argos, Comet, Currys, Dixons, Sony Centre lager Budweiser, Heineken, Hofmeister, Labatts, Stella Artois hotel chain Forte, Hilton, Marriott, Inter-Continental, Stakis bank Barclays, Bank of Scotland, Lloyds TSB, The Royal Bank of Scotland law firm Eversheds, Freeths, Hammonds Suddard, Lupton Fawcett
66. airline British Midland running shoes Nike batteries Duracell electrical retailer Comet lager Budweiser hotel chain Marriott bank The Royal Bank of Scotland law firm Lupton Fawcett
124. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website relationship marketing
125. % ad spend in fmcg sector for each media in 1998 Source: MMS Jan 97 - Dec 98 press outdoor radio 2% 13% 6% 77% cinema 1% TV
126. share of mind Source: Henley Centre radio newspapers magazines 2% 29% 12% 57% TV
127. “ business advertising doesn’t have to be in the business pages for me to notice it” Source: Continental Research - Business Omnibus July 1999 0 10% 20% 30% 40% 50% 60% 70% 80% 90% agree neither disagree 78% 5% 17%
128. how long businesspeople spend each day with key media Source: Continental Research Business Omnibus July 1999 Base: all businesspeople who do listen to commercial radio 0 20 40 60 80 100 120 140 average minutes per day magazines radio TV newspapers 41 107 98 17
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137. low ad avoidance on radio % who are ad avoiders by medium Source: Western International Media 0 10 20 30 40 50 60 70 80 TV newspapers magazines direct mail radio 44% 68% 61% 52% 16%
138. reach of businesspeople across the day commercial radio Monday to Friday average Source: Premier TGI 1998 6-8am 8-9am 9-10am 10-12am 12-3pm 3-5pm 5-7pm 7-9pm 9-12pm 12-6am 648 542 111 97 118 136 428 192 102 29 0 100 200 300 400 500 600 700 audience 000’s
156. convince……………………………………………………………………... ………………………………………………………………………………… . ………………………………………………………………………………… . to…...……...………………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . because………..…………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . to prove it we’ll………..……………………………………………………. ………………………………………………………………………………… . ………………………………………………………………………………… . and this is the benefit to the customer..….…………………..………… ………………………………………………………………………………… .. ………………………………………………………………………………… ..
169. the world is becoming a more marketplace - demanding and competitive will be the most vital tool you creative and powerful marketing can deploy in order to grow and sustain your competitive edge
170. what are you doing now that’s HO HUM which should be GIMME SOME ?
171. be known for what you really do and who you really are