rosssmithmindshelfmarketingbreakfree
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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
TGImedia mix
spheres of influence
weight
weightTGI frequency, frequency, frequency
media mixspheres of influence
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
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
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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
[email protected] 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.