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Visual-only version of a talk io Creative Director Tim Hurles gave at the SFA 2010 conference in Dublin. Why advertising in a downturn is a good idea. Making the most of digital channels. How to get started.
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Small ad agency: 28 Founded in Dublin 2003 Opened in London in 2009 Large and small clients Challenges
We’re one of us:
ADVERTISING
FOR SMALL FIRMS
(by a small firm)
Why marketing in a downturn is
a GOOD idea
Smart ways to use new channels
How to start
Why marketing in a downturn is
a GOOD idea
Smart ways to use new channels
How to start
Common response to downturn…
SLASH EVERYTHING
Everyone’s doing the same thing
Is there value in behaving the same as them?
Intuition can be wrong
There’s never a better time to steal market share than
in an economic downturn
The Economist Intelligence Unit Survey
This is a great opportunityto release your inner evil genius
Make the most of it
Wal-Mart founder Sam Walton on 1991 recession:
“I’ve thought about it and decidednot to participate.”
2 years later, share price+ 200%
In the 1930s, Kellogg’s
continued marketing
throughout the Great Depression
In the 1930s, Kellogg’s
continued marketing
throughout the Great Depression
(unlike their competitors,Post Cereals)
256%Prof. Andrew Razeghi, Kellogg School of ManagementNorthwestern University
Everything is so soft, it’s pretty much a buyer’s market everywhere you turn.
Peter Gardiner, Chief Media Officer, Interpublic Group
% + or – June 2009/June 2010
-57.48%-76.13% -77.52%
57.27% 60.20% 82.01%
€0 spend
5-6% of turnover spend
io research 2010
Marketing is part of the solution, not the problem
Advertising & branding
should be a crucial part of any
business strategy.
Not wooly.
Defined.
Measurable.
Keep advertising for as long as it keeps working. How do you know if it’s working?
MEASURE EVERYTHING!
Digital channels
Why marketing in a downturn is
a GOOD idea
Smart ways to use new channels
How to start
Your customershave
changed
It used tobe about
your brand
FAME
From now on it’s all about
your
FANS
Now it’s aFAN ECONOMY
Bud Caddell
As an owner/manager you should care because:
Fans turn into real customers
Fans tell you how to be better
Fans defend you when needed
Fans generate interest and excitement
They’ll be talking about you anyway
Digital is not
strategican end in itselfeasya cheap version of traditionalmagic
Digital is
highly measurabledemocratic
effective (used correctly) fast-moving
hard to control
Digital/social is tactical lllShould be part of overallstrategy
Before doing anythingHAVE A PLAN
Your site
traditional
social
video / rich / interactive /webinars
blogs
mobilesearch
Outdoor/Ambient
PR / media relations
podcastseCRM
Your site
Brand experiences
Brand experiences
Brand dialogues
Brand interaction
Brand interaction
Local engagement
Brand engagement + assessment
Brand messages
Location and recommendation
B2B: LinkedIn
Google Analytics MEASURE!
YouTube Insight
MEASURE!
addictomatic.com MEASURE!
socialmention.com MEASURE!
search.twitter.com MEASURE!
Why marketing in a downturn is
a GOOD idea
Smart ways to use new channels
How to start
Develop strategy
Set clear success parameters
Set budgets early
Set timeline & milestones
Measure, review & change
But don’t just strategise:
Show vision and belief
execute!
Doing is learning
(Apple don’t do focus groups)
If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.’
