TheTrendwatch #09
131
© FullSIX Inc. | 102 N6th Street, BROOKLYN NY 11211 | www.fullsix.us Creative Marketing in a Downturn Economy © FullSIX Inc. | 102 N6th Street, BROOKLYN NY 11211 | www.fullsix.us
-
Upload
fullsix-group -
Category
Technology
-
view
587 -
download
0
description
More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch
Transcript of TheTrendwatch #09
© FullSIX Inc. | 102 N6th Street, BROOKLYN NY 11211 | www.fullsix.us
Creative
Marketing
in a Downturn
Economy
© FullSIX Inc. | 102 N6th Street, BROOKLYN NY 11211 | www.fullsix.us
BUT WHAT TO CUT?
Creative Marketing in a Downturn Economy
1Cut only what you canʼt measure.
DON’T PANIC
The biggest shift in a downturn is towardsaccountable media this typically means a greater spend
ONLINE
0
5
10
15
20
25
30
35
40
TVNewspapers
Radio
Magazines
Internet
The world has changed faster than marketing...
Ad money Time spent by consumers Influences brand/product choice
agile
87%of home buyers and sellers search online for a home.
shifts to the web
2Expose & explain your brands & products value for money.
rendre les screensots + sexys dans tout le doc
Low cost trial
Right now, buy or lease any new Hyundai, and if in the
next year you lose your income, we l̓l let you return it.
Thatʼs the Hyundai Assurance.
3 Leverage your competitorʼs investments.
5200 free flights to New-York
"It has always been Virgin's policy to encourage you to fly to London for as little as possible. So on June 10, we encourage you to fly British Airways. As for the rest of the year, we look forward to seeing you aboard Virgin Atlantic. For the best service possible. At the lowest possible fare."
Doing Business in This Same Spot for Over Fifty Years.
When F.W. Woolworth opened its first store, an established retailer hung out a sign:
Established a Week Ago. No Old Stock
Woolworth responded:
0
25,000.0
50,000.0
I I Jan 2008 I I April 2008 I I Juil 2008 I I Oct 2008
Lave linge vapeur (searched keyword : Steam wash machine)Lave linge y (searched keyword : Whirlpool wash machine)Lave linge x (searched keyword : LG wash machine)
4Measure, Optimize Measure, OptimizeMeasure, OptimizeMeasure, OptimizeMeasure, OptimizeMeasure, OptimizeMeasure, OptimizeMeasure, OptimizeMeasure, Optimize
Measure, OptimizeMeasure, Optimize
Measure, OptimizeMeasure, Optimize
Measure, OptimizeMeasure, OptimizeMeasure, Optimize
....
5Get the low hanging fruits (customers) first.
Imagine,a Starbucks appthat would geo-localize the nearest caféand would let you orderyour drink and pre-pay before picking it up!
6Build and leverage your ambassadorʼs network.
If youʼre still doubting.....
0
50
100
février 2005sept. 2005
août 2006mai 2008
août 2008déc. 2008
US people
8%
35%
...letʼs have a look at the share of adults on social networks
32.7% of Canadians use Facebook
Country Facebook30/12/2008 country population % Facebook
users
% ranking of market
penetrationCanada 10 862 040 33 212 696 32.7 1Denmark 1 776 260 5 484 723 32.4 2Norway 1 456 140 4 644 457 31.4 3Chile 4 153 020 16 454 143 25.2 4UK 14 937 810 60 943 912 24.5 5Honk Kong 1 458 520 7 018 636 20.8 6Australia 4 330 040 21 007 310 20.6 7Sweden 1 696 700 9 045 389 18.8 8Belgium 1 655 940 10 403 951 15.9 9Switzerland 1 122 900 7 581 520 14.8 10USA 42 078 960 303 824 640 13.8 11Turkey 7 394 340 71 892 808 10.3 12France 6 587 240 64 057 792 10.3 13Italy 5 585 700 58 145 320 9.6 14Colombie 3 632 760 45 013 672 8.1 15Venezuela 1 874 220 26 414 816 7.1 16Spain 2 596 080 40 491 052 6.4 17Argentina 2 255 300 40 482 000 5.6 18Germany 1 255 300 82 369 552 1.5 19Mexico 1 440 640 109 955 400 1.3 20India 1 071 280 1 147 995 904 0.1 21
140 000 000 6 706 993 152 2.12.1
total Facebook users worldwide world population % of worldwide population using Facebook% of worldwide population using Facebook
Nationwide Calls in 1 day :
16,967
7Donʼt just entertain
25%
50%
18% 25%
48%
Base: US online adultSource: Forrester Q2 2007 - Social Technographics Survey
Social Technographics Ladder
CreatorsCritics
Spectators
1,000,000 Status Updates on CNN Live with Facebook During Obama Inauguration
More than
6,000 Facebook members had already entered a BMW contest in a week
hv
Before reviews After reviews
IT PAYS !Bath & Body Worksʼ reviewers become more frequent customers
0.5
1.0
1.5
2.0
2.5
3.0
ReviewersNon reviewers
Order per consumer
7%
HP brings photo printing to the iphone
10%
Base: US online adultSource: Universal McCann
Brand Platforms
Site47%
Outside53%
+153% in the last 9 months
90%of all Sony products will connect to the Internet, Howard Stringer, the chief executive of Sony, predicted
In two years
8And make sureyou listen to your customers!
The AC power adapter type
cannot be determined.
I will be gladto dispatch you
one myself.
9trust & confidence through clarity & transparency.
Build
10Escape fromthe middle
In difficult economic times,every dollar matters
If your product isnʼt extraordinary, your customers will be more likely to delay purchasing it
Innovation is nota good-time-only exerciseLaunched in 1933, this new Miracle Whip had instant appeal to Depression-weary consumers: at the end of its introductory period, Kraft Miracle Whip was outselling all other brands of dressing and mayonnaise
Depression time case history - 1930
Innovationis a good costBy 1997, 49% of Giletteʼs salescame from new products launchedin the previous five years.
Depression time case history - 1990
A lot of companies have chosen to downsize.We chose a different path.(Steve Jobs)
Innovating (even through recession),Apple has not only kept its pipeline robust, but – more importantly – it has remained in front of its customers.
Depression time case history - 2000
11Move fast!
