Stewart Hilton
description
Transcript of Stewart Hilton
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Independent SALES PROMOTION SPECIALISTS
Stewart Hilton
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“I know you’ve been working on
this new product of yours for two years and now the damn thing’s perfect, but
for the last time, sales are down, the stock’s in the toilet and we’ve got no budget left! So
either make it work with what you’ve got, or park the bloody thing till
next year!”By Stewart Hilton – Blue Chip
Marketing
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PRSampling
Outdoor
Magazine ads
Press ads
Total budget Up to £10m?
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Times have changed
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883 TV channels in UK (highest in Europe)
European Audio Visual Observatory Report – October 17th 2008
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Magazine’s for every interest
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69% of UK population using net every day
National Office of Statistics – 26th August 2008
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62% of women with kids under 18European Interactive Advertising Association - 2007
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76% of internet users are C1,C2, D,E
GfK Internet User Profile Survey – December 2006
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Savvy consumers = harder to impress
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The consumer is more difficult to reach
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Money has never been tighter
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‘When times are tough, build share’A.G Lafley – Procter & Gamble
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A bigger sledgehammer is not for everyone
New for 2009
2008
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Ideas for how to get noticed – FOR LESS!
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1. Leverage your own portfolio
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What’s it worth?
20m pack run (3 months)
33 opportunities to see front of pack
11 opportunities to see back of pack
£4 per ‘000 opportunities to see
Media value£3,520,000
Mindshare
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2. Grab a partner
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Kellogg’s Special K & Johnson’s PH 5.5
11% response / 500,000 targeted samples / £2m media value
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McVitie’s & Anne Summers20,000 parties / 200,000 women / 480,000 samples
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Monarch Airlines & Hed-KandiNew routes to Euro party capitals / CD’s sold on planes / joint
club events
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3. Go direct to the customer
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Technology is our
new best friend
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But only if used well
2m emails sent every day in UK
70% are unsolicited
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24: The Game50,479 emails / 39% click thru / 7,836 full experiences / 443,290
forwards!
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Nike Playmaker
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Lucozade ‘Edge’ mobile coupons
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A word on coupons4.5 billion coupons in UK in 2007 (up 29%).
89% have used coupons in last 12 months.
69% of consumers ‘see coupons as a good opportunity to trial new products’.
Avg. redemption rate for ‘food + drink’ coupons is down to 2.2% (from 4.8% in 2005). Decline caused by huge increase in door drops by pubs and restaurants.
Door drop distribution up by 14% in 2007.
Door drop still very important – 8 out of 10 top advertisers have regular programmes.
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Coupon door drops still importantBetter targeting / more creative print options / awareness
and trial
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Jaffa Cakes ‘Empty Packs’
3 million homes
23% response rate(7 times industry average)
690,000 sales
£476,000 revenue
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Creative for a range of issues / circ. up by 9.4% (versus target of 4%)
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4. Use the power of
the people
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Nike – Ronaldino ‘Crossbar’50m views globally / forums and discussions
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Terry Tate – Office LinebackerStarted as as viral in 2001 – now Reebok’s big annual Superbowl
ad
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Coke v/s Coke Zero
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Dove Evolution$150m free exposure / 2 Grand Prix at Cannes / Best ROI ever?
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Back by popular demand14,000 campaigners on Facebook and Bebo
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Sweets on FacebookSend mobile coupons for chocolate to friends / Paypal / Paypoint
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5. Focus on the biggest
wins
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Gillette Fusion - $200m global launch
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King of Shaves – Azor launch
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6. ‘Event’ + PR
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Branston Bean Poll750,000 taste tests / 75% taste preference / Free coverage on
Richard & Judy
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Not valid on 3-for-2 Real discount only 7% on standard
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Reach Toothbrushes - Italy€50,000 / 2 men / 5 days / a few toothbrushes / National coverage
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250 on-line articles / 290m readers / 100,000 site visits / 25% sales target
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New for 2009
Launch ideas for tougher times
1.Leverage your own portfolio.
2.Develop and exploit strong partnerships.
3.Go direct to your customers – Start now!
4.Recruit the public as your sales force.
5.Focus smaller budgets on your biggest wins.
6.Get creative to punch above your weight.
Alternatively…