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Maximizing the effect of your

marketing budget

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WelcomeTrends 2012/2013Quick break (5min)

10 Thoughts on Marketing

I know that half of my advertising dollars are wasted … I just don’t know which half.

John Wanamaker

“”

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Global financial crisis

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The NEW normal

Trends 2012/2013Why is this important?

Extremely cost-sensitive consumers• Stripped down offerings• Smaller sizes• More accessible products and services

01.

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Indulgingin small luxuries

• Many years of austerity• Escaping for todays many worries• Living a little - without giving up a lot

02.

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Opportunityin economic adversity

• Continued joblessness• Discontent with “status quo”• Enabled by technology• Entrepreneurial mindset

03.

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Pete Cashmore

26 yearsMark Zuckerberg

28 yearsDaniel Ek

29 yearsAlex Ljung

28 years

Sharedoffice spaceby the day

• Collaborative atmosphere• Low start-up costs• Creative environments

04.

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Watchvideo http://vimeo.com/43013745#at=0

New ways tocreate, captureand deliver value

• Disruptive business models • Shorter life expectancy of business models• Unexpected competition

05.

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Reinventingmade inChina

• Poor quality?• Copycatting?• Lack of trust?

06.

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Thefuture isCash-less

• Faster• Easier• Big Players

07.

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AppOverload

• App-ifying everything • 1/2 million apps on App Store• Copycat apps

08.

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Bringyour owndevice (BYOD)

• Content accessible through Cloud• BYOD policies• Audio and Video via Wifi

09.

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Fear ofmissingout (FOMO)

• Staying in the know• Social angst• In overdrive thanks to Smartphones

10.

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

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

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

Quick break (5min)

Optimizing you Marketing

Why?Knowledge shared by

Growth priority

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Define ONE clear

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Identify a specific consumer behavior

Based on data/evidence

Attach a monetary value01 02 03

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Hard to convert very satisfiedTesco customers.

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People wereSleep shopping

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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

14m customers

£1.14/week+

52 weeks - 3 years

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£2.5bn

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

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Collect evidence

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Start your own “evidence board”

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Build on existing behavior

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Existing behavior Desired behaviorDistance

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Think touch pointsinstead of media

3000/dag

The average person gets exposed to

80Notices

10 max.

reacts

TVC

PR

INVOICE

VEHICLES

WEBSITE

CORRESPONDENCE

SERVICE

WEBBANNER

PACKAGING

PRODUCTOUTDOOR

PRINT

PANEL

SALES PEOPLE

SPONSOR

EVENT

PROMOTIONCOMPETITIONS

FACEBOOK

BLOG

Consumer

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EVENT

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Mediadriven by reach

Touch pointdriven by reach and depth

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

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Take advantage of circumstances

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Choose your partners carefully

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Company

Social Media

PR

Design

RetailPOP

SEO

Branding

Advertising

Web

Media

Film

DM

Research

Exhibitions

Events

Mobile

Brief withpassion

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Re-cyclecreativity

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Initialinvestment

Film production

TVCSalesmaterial

Educationalmaterial

(raw footage)

InstoreTV

SocialMediaViral

Additional shots

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

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Viral Event Sampling+ +

Measure andadjust

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10x

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1. Define Growth priority2. Start your own evidence board3. Build on existing behavior4. Think touch points5. Time your message6. Take advantage of circumstances7. Choose partners carefully8. Brief with passion9. Recycle creativity10. Measure and adjust as you go

In conclusion

Would you like to know more?

Or simply want a second opinionContact us.

Cris Anthony HödarCEO and Partner

email:cah@plenus.dk

Mobile(+45) 28 262 851