12. all companies have an essence essence essence essence

13. all companies have an essence

14. derived from its people people people people

15. derived from its people

16. derived from its people its products products products products

17. derived from its people its products

18. vision its vision vision vision

19. its vision

20. this essence is called

21. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL

22. there are no limits to communicating

23. SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL SOUL

24. so how do you COMMUNICATE? COMMUNICATE?

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

37. what does it all MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN? MEAN?

38. ross-smith.com finding host… finding host… ross-smith.com

39. ross-smith.com contacted ross-smith.com contacted

40. authenticating... validating... authenticating... validating...

41. download complete download complete

42. please standby please standby

46. ross smith mind shelf

47. ross smith mind shelf

48. ross smith

49. marketing strategy and implementation ross smith mind shelf

50. the purpose of marketing is to own a word on the mindshelf of your prospective customer...

51. that word should be the name of your company, product or brand

52. dominate and own the mindshelf

53. what have these 3 companies got in common?

57. airline

58. running shoes airline

59. batteries running shoes airline

60. electrical retailer batteries running shoes airline

61. lager electrical retailer batteries running shoes airline

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

68. see hear SMELL taste feel

78. some companies serve a GLOBAL market

79. some companies serve a NATIONAL market

80. some companies serve a LOCAL market

81. but no matter the SIZE or SHAPE of your C O M M U N I C A T E company…you still have to

82. what are you all about? why should anyone come to you? what’s in it for your customer? what makes you special?

83. impression and expression

84. generating emotion

85. communicating benefits

86. image consistency

87. physical branding

88. brand character

89. reach

90. frequency

91. recall

92. unprompted awareness

93. YOUR BRAND EXPERIENCE

94. what does it all mean? does it really matter? how do you start getting to grips with it all?

95. 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it? try again

96. let’s do it again 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?

97. nearly there 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?

98. got it? if not keep going! 1. what do you do? 2. who do you do it for? 4. why do you do it better than anyone else? 3. why do you do it?

99. STAND OUT you HAVE to FROM the crowd STAND OUT STAND OUT STAND OUT

100. how do you make YOUR BUSINESS cluttered marketplace? stand out in a

101. m essage m edia m e too m indshelf or

106. perception sharks desired perception market leaders cowboys experts shady above board dishonest honest fast buck Freddies long term player unreliable reliable untrustworthy trustworthy unprofessional professionals shifty informed pushy helpful high pressure no pressure unfriendly friendly con men skilled cold warm inconsiderate unapproachable considerate easily approachable

107. perception desired perception 

108. media strategy targeting the right media

109. understand your consumers CREATIVELY and how to reach them

111. the grey market “ Gerald and June”

115. what would 30K in media today? buy you

117. TV 91% 5+

118. radio 40% 18+ TV 91% 5+

119. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+

120. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions

122. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail

123. lifestyle magazines 15% 3+ radio 40% 18+ TV 91% 5+ exhibitions direct mail website

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

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

145. w w w

146. w o w

147. worldwide business-to-consumer e-business revenue ($bn) Source: Dataquest 0 20 40 60 80 100 120 140 160 180 200 1997 1998 1999 2000 2001 2002 2003

148. w o w

151. ross smith mind shelf

152. “ maybe it’s a good thing to have an advertising agency”

153. who knows your business best?

154. giving the brief

155. don’t delegate - ACTIVELY participate

156. convince……………………………………………………………………... ………………………………………………………………………………… . ………………………………………………………………………………… . to…...……...………………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . because………..…………………………………………………………….. ………………………………………………………………………………… . ………………………………………………………………………………… . to prove it we’ll………..……………………………………………………. ………………………………………………………………………………… . ………………………………………………………………………………… . and this is the benefit to the customer..….…………………..………… ………………………………………………………………………………… .. ………………………………………………………………………………… ..

157. the who, how, what, why, and when’s

163. what about the guys at the coalface? what you are planning? do they have any idea

164. f u s i o n

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

172. and don’t be shy about it

173. marketing strategy and implementation ross smith mind shelf

174. ross smith mind shelf

189. ross@mindshelf.co.uk Tel: +44 (0) 115 962 4411 Fax: +44 (0) 115 962 2299 Mobile: +44 (0) 796 8888 044 © Mindshelf Limited 2001 This CD may not be duplicated, copied, distributed, broadcast or used in part or in whole without the prior and express permission of Mindshelf Limited.