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It\'s a Cut and Paste World: The Danger of Marketers Embracing this CultureTRANSCRIPT
It’s a Cut and Paste World: The Danger of Marketers Embracing this Culture
Disclaimer: Some of the materials used in this presentation may have been cut and pasted
• How many times have you clicked these buttons… – Today
– This week
– This month
– This year
It’s a Cut and Paste World
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• What did you cut and paste today?– A blog
– An interesting article
– Someone’s contact information
It’s a Cut and Paste World
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• What did you cut and paste today?– A blog
– An interesting article
– Someone’s contact information……
– A Marketing Plan
It’s a Cut and Paste World
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• Do brands really do that?
It’s a Cut and Paste World
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2010
• Do brands really do that?
It’s a Cut and Paste World
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2010 2011
• Do other brands really do it?
It’s a Cut and Paste World
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2010 2010
• What are the dangers of a Cut and Paste Plan?1. Not understanding the drivers
2. Square peg in a round hole
3. Consumer burn-out
4. Not attracting new consumers
5. Consumer reliance
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• Why brands do it1) No one ever got fired by repeating a successful
campaign
• Established ROI
• Predicable cost
2) Budget/Time
3) Personnel turnover/rotation
• Planned
• Unplanned
4) Protecting an agency-client relationship
It’s a Cut and Paste World
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It’s a Cut and Paste World
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• Why brands do it1) No one ever got fired by repeating a
successful campaign
• Established ROI
• Predicable cost
2) Budget/Time
3) Personnel turnover/rotation
• Planned
• Unplanned
4) Protecting an agency-client relationship
5) Not understanding what options are available
• Marketing Options1) Traditional Media
2) Non-traditional Media
3) Trade
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It’s a Cut and Paste World
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• Marketing Options1) Traditional Media
2) Non-traditional Media1) Coupons
2) Samples
3) Social
4) Digital
5) Experiential
6) Venue-based
7) Etc.
3) Trade
• Within non-traditional media alone, PromoAid tracks close to 3,000 companies with almost 10,000 options…how do you keep up
• With Health Related/OTC Marketing alone, there are 18 different tactics that a brand can use to activate its marketing plan
It’s a Cut and Paste World
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Co-Marketing / Partnerships Couponing: In Store Couponing: On Line Couponing: DigitalCustom Publishing Demonstrations Direct Mail Email In-store Television
Location Based Media Magazine/Newspaper Inserts Merchandising Polybags POS / Aisle Signage / Secondary Displays Promotional Advertising Public Relations Sampling Website Design and Development
• Research* shows that Rx and OTC consumers rely on the following sources for product information
It’s a Cut and Paste World
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Physicians Pharmacists Social Mass Media Packaging Internet
Rx
OTC
*Kim and King (2009)
• Once you have the insight, how do you connect the dots…
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Brand Objectives
Activation Options
The challenge is understanding all options and determining when to use what
• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
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• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
2) Be innovative – what’s new, what’s next
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• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
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• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
It’s a Cut and Paste World
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• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
5) OTC specific – so well defined – but get out of the pharmacy
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• How to avoid a Cut and Paste Marketing Plan
1) Incorporate new media, but the shiny object only gets you so far
2) Be innovative – what’s new, what’s next
3) Get out of your own way
4) Target, Target, Target
5) OTC specific – so well defined – but get out of the pharmacy
6) Use outside resources to educate you on options available – spend time on strategy and innovation – “Don’t Go Old School”
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• Strategy: Use doctors and their offices to reach consumers with a message, incentive or editorial content
• Sample Programs: Euro RSCG’s WallBoards®, Context Media’s Heart Health Network, Healthy Advice’s Waiting Room Network, BrandPrex’s Scriptbags
– Program: Euro’s WallBoards®
– Details: Delivers researched and expertly written editorial information along side a large, single-advertiser message. The implied endorsement from the venue heightens the effectiveness of the advertiser's message.
– Targetability: By physician specialty
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• Non-traditional media: Targeting Physicians/Physician Offices
• Strategy: In and around a pharmacy (including directly to pharmacist), communicate brand benefits to consumers
• Sample Programs: Frontline Media’s Pharmacy Display Network, Alert Marketing’s Pharm/Alert Coop Mail Program, Catalina Marketing’s PharmAware®, Pharmacy Health Network’s Pharmacy Advertising LCD’s
– Program: Frontline’s Pharmacy Display Network
– Details: Displays offer targeted merchandising of HBC/OTC items to pharmacy shoppers. Includes poster and take-ones.
– Targetability: By retailer
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• Non-traditional media: Target Pharmacist and Pharmacies
• Strategy: Create third-party advocates to promote your brand
• Sample programs: Likeable Media’s WOM/Social Program, BzzAgent’s BzzCampaign, Collective Bias’ Conversational Media, Greater Than One’s Social Media
– Program: Likeable Media’s WOM/Social Program
– Details: Builds online and offline communities led by brand ambassadors to get your target audience to start talking about your brand
– Targetability: By target audience
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• Non-traditional media: Social Media