1. Maximizing the
effect of your
marketing budget
Knowledge shared by

2. Welcome
Trends 2012/2013
Quick break (5min)
10 Thoughts on Marketing
Knowledge shared by

3. “
I know that half of my advertising dollars are wasted
… I just don’t know which half.
John Wanamaker
”
Knowledge shared by

4. Global financial crisis
The NEW normal
Knowledge shared by

5. Trends 2012/2013
Why is this important?

6. Extremely
cost-sensitive
01. consumers
• Stripped down offerings
• Smaller sizes
• More accessible products and services
Knowledge shared by

7. Knowledge shared by

8. Indulging
in small
02. luxuries
• Many years of austerity
• Escaping for todays many worries
• Living a little - without giving up a lot
Knowledge shared by

9. Knowledge shared by

10. Opportunity
in economic
03. adversity
• Continued joblessness
• Discontent with “status quo”
• Enabled by technology
• Entrepreneurial mindset
Knowledge shared by

11. Pete Cashmore Mark Zuckerberg Daniel Ek Alex Ljung
26 years 28 years 29 years 28 years
Knowledge shared by

12. Shared
office space
04. by the day
• Collaborative atmosphere
• Low start-up costs
• Creative environments
Knowledge shared by

13. Watch http://vimeo.com/43013745#at=0
video

14. New ways to
create, capture
05. and deliver value
• Disruptive business models
• Shorter life expectancy of business models
• Unexpected competition
Knowledge shared by

16. Reinventing
made in
06. China
• Poor quality?
• Copycatting?
• Lack of trust?
Knowledge shared by

18. The
future is
07. Cash-less
• Faster
• Easier
• Big Players
Knowledge shared by

20. App
08. Overload
• App-ifying everything
• 1/2 million apps on App Store
• Copycat apps
Knowledge shared by

22. Bring
your own
09. device (BYOD)
• Content accessible through Cloud
• BYOD policies
• Audio and Video via Wifi
Knowledge shared by

24. Fear of
missing
10. out (FOMO)
• Staying in the know
• Social angst
• In overdrive thanks to Smartphones
Knowledge shared by

25. “If you weren‟t at one of Smirnoff‟s ravishing
Nightlife Exchange Project parties, then where
the bloody hell were you?”
Knowledge shared by

26. https://www.youtube.com/watch?v=rYmGgKMfPAc

27. https://www.youtube.com/watch?v=hGIxNTWoUS0

28. Quick break (5min)

29. Optimizing you Marketing

30. Why?
Knowledge shared by

31. Define ONE clear
Growth priority
Knowledge shared by

32. Identify a specific Attach a
01 Based on
data/evidence 02 consumer behavior 03 monetary value
Knowledge shared by

33. Knowledge shared by

34. Hard to convert very satisfied
Tesco customers.
Knowledge shared by

35. People were
Sleep shopping
Knowledge shared by

36. 14m customers
+ £1.14/week
52 weeks - 3 years
14m existing customers who buy a range of food products.
They each need to spend an additional £1.14 each weekly shop for a period of 3 years
Knowledge shared by

37. 2.5bn
£
Knowledge shared by

38. https://www.youtube.com/watch?v=F5s6aQHIGws

39. Knowledge shared by

40. Collect evidence
Start your own “evidence board”
Knowledge shared by

41. Knowledge shared by

42. Build on
existing behavior
Knowledge shared by

43. Existing behavior Distance Desired behavior
Knowledge shared by

44. Knowledge shared by

45. Think touch points
instead of media
Knowledge shared by

46. The average person
gets exposed to
3000
Notices
reacts
/dag 80 10 max.

47. PRINT PR
SALES PEOPLE
TVC
COMPETITIONS
Consumer
WEBSITE PROMOTION
BLOG
SPONSOR PACKAGING
FACEBOOK
VEHICLES
CORRESPONDENCE
WEB
BANNER INVOICE
OUTDOOR
PANEL PRODUCT
SERVICE
EVENT
Knowledge shared by

48. Media Touch point
driven by reach driven by reach and depth
EVENT
Knowledge shared by

49. The success of the message
depends upon the readiness
of the consumer to receive it.

50. Knowledge shared by

51. Knowledge shared by

52. Knowledge shared by

53. Take advantage
of circumstances
Knowledge shared by

54. Knowledge shared by

55. Knowledge shared by

56. Choose your
partners carefully
Knowledge shared by

57. Design Media
Exhibitions
PR
Events
Film
Research
SEO
Company
Web
DM Branding
Social
Media
Mobile Retail
POP
Advertising
Knowledge shared by

58. Brief with
passion
Knowledge shared by

59. Knowledge shared by

60. Knowledge shared by

61. Knowledge shared by

62. Re-cycle
creativity
Knowledge shared by

63. Film production
Initial
investment
(raw footage) Additional shots
Sales Educational
material TVC material
Instore Social
Viral
TV Media
Knowledge shared by

64. Knowledge shared by

65. https://www.youtube.com/watch?v=RhDFW1ADaHA

66. Viral + Event + Sampling
Knowledge shared by

67. Measure and
adjust
Knowledge shared by

68. 10 x
Knowledge shared by

69. In conclusion
1. Define Growth priority
2. Start your own evidence board
3. Build on existing behavior
4. Think touch points
5. Time your message
6. Take advantage of circumstances
7. Choose partners carefully
8. Brief with passion
9. Recycle creativity
10. Measure and adjust as you go
Knowledge shared by

70. Would you like to know more?
Or simply want a second opinion
Contact us.
Cris Anthony Hödar
CEO and Partner
email:
cah@plenus.dk
Mobile
(+45) 28 262 851