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