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all companies havean essenceessenceessenceessence

all companies havean essence

derived from its peoplepeoplepeoplepeople

derived from its people

derived from its peopleits productsproductsproductsproducts

derived from its peopleits products

visionits visionvisionvision

its vision

this essence is called

SOULSOULSOULSOULSOULSOULSOULSOULSOUL

there are no limitsto communicating

SOULSOULSOULSOULSOULSOULSOULSOULSOUL

so how do youCOMMUNICATE?COMMUNICATE?

SOME?

how do you transformHO

intoHUM

GIMME

HO HUM

SOME?GIMME

BLOW AWAY THECOMPETITION

BLOW AWAY THECOMPETITION

how can you

withoutBLOWING AWAYYOUR BUDGET?BLOWING AWAYYOUR BUDGET?

B2CorB2BB2B B2Cthere’s some rules of

marketing which alwaysapply

media mixspheres of influence

weightfrequency, frequency, frequency

TGI

frequency, frequency, frequency

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weight

weightTGI frequency, frequency, frequency

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spheres of influence

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weightfrequency, frequency, frequency

TGI

frequency, frequency, frequency

TGImedia mix

spheres of influence

weight

weightTGI frequency, frequency, frequency

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frequency, frequency, frequency

spheres of influence

media mixspheres of influence

weightfrequency, frequency, frequency

TGI

frequency, frequency, frequency

TGImedia mix

spheres of influence

weight

weightTGI frequency, frequency, frequency

media mixspheres of influence

spheres of influence

frequency, frequency, frequency

media mix

TGI

media mixspheres of influence

weightfrequency, frequency, frequency

TGI

frequency, frequency, frequency

TGImedia mix

spheres of influence

weight

weightTGI frequency, frequency, frequency

media mixspheres of influence

spheres of influence

frequency, frequency, frequency

weightmedia mix

TGI

OTH TSAposition

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what doesit 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?

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ross smith

mindshelf

ross smith

mindshelf

ross smith

ross smith

mindshelf

marketing strategy and implementation

the purpose of marketing isto own a word on the mindshelf of your prospective customer...

that word should bethe name of your company,

product or brand

dominate and ownthe mindshelf

what have these 3 companiesgot in common?

a beer or lager a motor car a high street store an airline a TV or show business personality a watch a holiday destination (home or abroad) a hi-fi manufacturer

if your company or business were one of these - who would it be?

airline

running shoesairline

batteriesrunning shoes

airline

electrical retailerbatteries

running shoesairline

lagerelectrical retailer

batteriesrunning shoes

airline

hotel chainlager

electrical retailerbatteries

running shoesairline

bankhotel chain

lagerelectrical retailer

batteriesrunning shoes

airline

law firmbank

hotel chainlager

electrical retailerbatteries

running shoesairline

airlineBritish Airways, British Midland, Qantas, United Airlines, Virgin

running shoesAdidas, Converse, Fila, Nike, Puma

batteriesDuracell, Energizer, Ever Ready, Power +, Procell

electrical retailerArgos, Comet, Currys, Dixons, Sony Centre

lagerBudweiser, Heineken, Hofmeister, Labatts, Stella Artois

hotel chainForte, Hilton, Marriott, Inter-Continental, Stakis

bankBarclays, Bank of Scotland, Lloyds TSB, The Royal Bank of Scotland

law firmEversheds, Freeths, Hammonds Suddard, Lupton Fawcett

airlineBritish Midland

running shoesNike

batteriesDuracell

electrical retailerCometlager

Budweiserhotel chain

Marriottbank

The Royal Bank of Scotlandlaw firm

Lupton Fawcett

clarify your proposition

develop the right concept

selecting the best media mix

maximizing the effect and the investment

today’s sessionhow to dominate the mindshelf

seehear

SMELLtaste

feel

what is the purpose of the communication?

clarifying your proposition

what do you actually want/need to say? do you sound excited by the proposition? is the language as confident as it can be? spoiling the ship for a ‘haporth of tar’? dig deep - ‘thar’s gold in them thar mines’ knowing what you know about YOUR industry

product or service - would YOU respond?

the average life of a mail shot is...

developing the right concept

commercial radio listening per week is now... free newspaper readership is... paid for daily titles readership is... national tabloids/broadsheets are... regional/national TV is…

what do you want the recipient/listener/viewerto do?

developing the right concept

how do you want them to think about youafterwards?

what should be the natural follow-on step ifyou’ve caught their attention?

some companies serve

a GLOBAL market

some companies serve

a NATIONAL market

some companies serve

a LOCAL market

but no matter theSIZE or SHAPE of your

C O M M U N I C A T Ecompany…you still have to

what are you all about?

why should anyone cometo you?

what’s in it for your customer?

what makes you special?

impressionand expression

generatingemotion

communicatingbenefits

imageconsistency

physicalbranding

brandcharacter

reach

frequency

recall

unpromptedawareness

YOURBRAND

EXPERIENCE

what does it all mean?

does it really matter?

how do you start getting togrips with it all?

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?

tryagain

let’sdo itagain

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?

nearlythere

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?

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?

STANDOUT

you HAVE to

FROM the crowd

STANDOUT

STANDOUT

STANDOUT

how do you makeYOUR BUSINESS

cluttered marketplace?stand out in a

messagemedia

me too

mindshelfor

what will make you STAND OUT?

why should I give over any of my mindshelfto your company or product?

message strategy

how people respond to advertising

the product or service is different or special

it is advertised in an unusual or striking way

the advertisement is particularly or personallyrelevant to you

it is an advertisement you have got to know well

is your proposition compelling? do YOU look or sound excited and/or

confident by your service or product? do YOU believe in your proposition? does it appeal to

- greed?- fear?- pride?- envy?- excitement?- happiness?

does it tickle those emotions?

create USP’s

deliver them in a creative way

differentiate yourself

position your brand - Rolls-Royce, Rover or Reliant?- Tobago, Turkey or Torquay?

build confidence - become their friend

identify your point of difference

perception

sharks

desired perception

market leaderscowboys expertsshady above boarddishonest honestfast buck Freddies long term playerunreliable reliableuntrustworthy trustworthyunprofessional professionalsshifty informedpushy helpfulhigh pressure no pressureunfriendly friendlycon men skilledcold warminconsiderateunapproachable

considerateeasily approachable

perception desired perception

media strategy

targeting theright media

understandyour consumers

CREATIVELYand how to reach them

understand and identify audience

a day in the life of your core target

clear media role

link creative idea and media to delivera potent message

stimulate emotional involvement

STAND OUT in a cluttered marketplace

the grey market

“Gerald and June”

19 million people, 32% of the UK population are aged 50+

they account for 30% of consumer spending in the USA the fastest growing sector of

society actively using and buying onthe internet is aged 50+

this group is highly value conscious and discriminating

content and tone is vital for successful communication

the grey market

reach target audience

reduce wastage and overspill

combine and harness message and media

maximize investment - spheres of influence

spheres of influence

what would30K

in media today?buy you

TV91%5+

radio40%18+

TV91%5+

lifestylemagazines

15%3+

radio40%18+

TV91%5+

lifestylemagazines

15%3+

radio40%18+

TV91%5+

exhibitions

lifestylemagazines

15%3+

radio40%18+

TV91%5+

exhibitions

directmail

lifestylemagazines

15%3+

radio40%18+

TV91%5+

exhibitions

directmail

website

lifestylemagazines

15%3+

radio40%18+

TV91%5+

exhibitions

directmail

website

relationshipmarketing

% ad spend in fmcg sector foreach media in 1998

Source: MMS Jan 97 - Dec 98

press

outdoor

radio 2%

13%

6%

77%

cinema 1%

TV

share of mind

Source: Henley Centre

radio

newspapers

magazines 2%

29%

12%

57%

TV

“business advertising doesn’t have to bein the business pages for me to notice it”

0

10%

20%

30%

40%

50%

60%

70%

80%

90%

agree neither disagree

Source: Continental Research - Business Omnibus July 1999

78%

5%

17%

how long businesspeople spendeach day with key media

0

20

40

60

80

100

120

140

aver

age

min

utes

per

day

Source: Continental Research Business Omnibus July 1999Base: all businesspeople who do listen to commercial radio

magazinesradioTVnewspapers

41

10798

17

mass coverage

impactful (colour, sound, emotion)

intrusive

conveys confidence and stature

motivates internally as well as externally

the power of television

regionality

weight (TVR’s) - DFS 6,500

- Vision Express 3,100- Direct Line 2,500- Guinness 1,700- Auto Windscreens 350

things to consider

TV has the greatest strength to harnessyour message

HOWEVER…

get it right - TV delivers the most powerful communication possible

get it wrong - it can be a waste of money

unlike radio which relies heavily on‘theatre of the mind’

harnessing television’s power

you should only use television for big budgetnational campaigns

you have to have a big production budget tomake an ad that will work

commonly held ideas

radio = frequency, frequency, frequencyfrequency, frequency, frequency...

no screening out and low zapping lower production costs enables quick response to market conditions it’s intrusive and valued as a friend by listeners

HOWEVER…

too many advertisers do not invest enough ingood production resulting in poor quality ads

harnessing radio’s power

radio is OK for selling holidays, cars, furniturecinema tickets, double glazing etc.

but I’ve got a serious business that can’t bepromoted on radio

I’m a B2B company - I don’t think radio is rightfor my target audience

commonly held ideas

low ad avoidance on radio% who are ad avoiders by medium

0

10

20

30

40

50

60

70

80

TV newspapers magazines direct mail radio

Source: Western International Media

44%

68%

61%

52%

16%

reach of businesspeople across the daycommercial radio Monday to Friday average

6-8am 8-9am 9-10am 10-12am 12-3pm 3-5pm 5-7pm 7-9pm 9-12pm 12-6am

Source: Premier TGI 1998

648

542

111 97118 136

428

192

102

29

0

100

200

300

400

500

600

700

audi

ence

000

’s

over 26 million people everyday read nationalnewspapers excellent for targeting reader is left with written evidence great at delivering detailHOWEVER… high levels of clutter and easy to mentally

edit out limited regionality options

harnessing the power of press

relatively loyal readership base good directory environment provides superb media multiplier opportunity

in closely targeted geographic area still seen as a major reference source

HOWEVER… high levels of clutter many ‘over busy’ and poorly presented ads

harnessing the power of local press

great at lifestyle and interest targeting good directory environment magazines, like radio are seen as a friend primary, secondary and third level readership

HOWEVER… limited regionality long lead times for features

harnessing the power of magazines

w w w

w o w

worldwide business-to-consumere-business revenue ($bn)

0

20

40

60

80

100

120

140

160

180

200

1997 1998 1999 2000 2001 2002 2003

Source: Dataquest

w o w

even if you only write to your customers once a year…MAKE THE LETTER WORK BETTERsome elementary rules about direct mail shotsthat usually get broken every day get your database in shape use customisation wherever possible you’ve only got 5 seconds to grab them what’s in it for me MUST be clear get a call to action - and make accessing

your service or offer easy

direct mail

ross smith

mindshelf

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

whoknowsyour

businessbest?

givingthe

brief

don’tdelegate

- ACTIVELY participate

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

the who,how,what,why,

and when’s

who do you want to talk to?

demographic and geographic target

use THEIR language - make it appeal to themnot everyone

who

how are you going to STAND OUT? motivating - or me too? media selection

- TV, radio, press, direct mail, web, outdoor

creativity - have you contributed fully to the brief and given the creative art director orcopywriter a chance?

blind man’s bluff

how

what’s the message?

is it compelling?

do you sound or look confident and excitedby it?

does it deserve space on my mind shelf?

what

why should someone respond - now?

is there a clear and powerful call to action?

have you justified any claims?(only best/leading edge/unique/limitedavailability/sale must end etc)

does it appeal to key motivating senses- greed, fear, envy, pride, excitement?

why

is the timing of the campaign right?

have you harnessed all other formsof communication

- media multiplier effect?- fax and answer-phones?- franking?- mail stuffers?- POS leaflets etc?

when

what about the guysat the coalface?

what you are planning?do they have any idea

fusion

conference calls(exciting, audio-on-line, efficient, memorablesimultaneous cascade)

breakfast meetings - campaign briefings

regular mail updates

mail sent to partner

internal motivation

marketing moved Lucozade from the hospital ward to the sports locker

marketing got us paying more for a bottle of water with bubbles than we pay for a litre of fuel

marketing adds perceived value -a premium position often justifies a premium price (Stella Artois) - marketing is the power to change perception

the power of marketing

take a look at your business

the power of marketing

are you sending out the right message

can you re-package or position yourself better

check the who how what why and when’s

use the briefing document

would you buy from you today?

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

what are you doingnow that’sHO HUM

which should beGIMME SOME?

be known for whatyou really do andwho you really are

and don’t be shyabout it

ross smith

mindshelf

marketing strategy and implementation

ross smith

mindshelf

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.