hando sinisalu presentation @ best marketing club 1 in lt
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Trends & ideas: Summer/Fall 2009
Hando Sinisalu
Contents
• Marketing after global recession;• Social media boom;• Campaign examples;
Forecast: advertising expenditures will not recover quickly even after recession
•
PwC: Global adspend will not return to the level recorded in 2008 in the next five years, and the advertising industry is also set to undergo a "profound structural shift" as the increased use of digital leads to fewer resources being "wasted" elsewhere.
- This recession will last longer than previous ones due to a steeper downturn
- “Digital migration” : increased use of the "time-shifted viewing“, mobile web, and growth of social networking websites and online video-on-demand services.
- Marketers will need to shift their resources from traditional media to new digital media, seeking to reflect and capitalise on evolving media consumption habits.
- Advertisers will be able to achieve the same or better reach and performance for a relatively lower spend", this may ultimately come to "put downward pressure on total global adspend,“
Mobile advertising will grow 45% per year
- Scott Howe,Microsoft: Mobile adspend will increase its share of global advertising expenditure to at least 5% in the next five years, and could even double that total over this period. Right now the share is 0.6%
- Recent estimates from Ineum Consulting forecast that mobile advertising revenues will rise by 45% on an annual basis over the next five years.
- In more advanced markets, niche advertisers, such as "mom and pop" retailers, could also look to employ targeted campaigns on mobile phones rather than using local newspapers.
Social media boom
• In next 12 months 4/5 of companies will start using social media to promote brands and services.
• USA research firm Equation Research: already now 2/3 of marketers uses social media.
• http://est.best-marketing.com/?lang=est&show=news&id=801
Starbucks
• Alexandra Wheeler, Starbucks director of digital strategy: “It´s about the relationships with the customers, not marketing!”
Ford Fiesta USA launch put social media in the center
• Ford gave new Fiesta to 100 influencial bloggers and allowed to write “whatever they want”. The only condition was that they had to post YouTube video once per month;
• First time in history social media was in the center of Ford campaign;
Facebook advertising booming
Tim Kendell, Facebook director of product marketing: The number of companies using the automated advertising system run by Facebook has tripled over the last year.
Brand owners are increasingly attempting to utilise the developing range of social media tools to connect with consumers, with Coca-Cola, Kraft and Starbucks among the most successful proponents of this strategy on Facebook thus far.
The website – which has 200 million users worldwide – is expected to generate ad revenues of over $300 million in 2009
Who is in the picture?
Background
• Meerkat - surikat• Meerkat = Market• Comparethemarket = Comparethemeerkat
www.comparethemarket.com
• Car insurance market in UK is very competitive. No major difference between competitors;
• Consumer insight: Google search has many spelling errors;
• “You cannot bore someone into buying your product”
• Iceberg- principle media planning: TV campaign is the tip of the iceberg. Social media is underwater part of iceberg;
http://www.youtube.com/watch?v=4Ust9YBlEfY
Results• The most popular Facebooki branded-site in UK:
more than 500,000 fans;• Daily Telegraph wrote that Aleksandr Orlov is
more populars than Wayne Rooney;• 5,5 Million people visited
comparethemeerkat.com website;• Comparethemarket.com visitors increased by
100%;• 55% of UK-s conversations about car insurance
are about comparethemeerkat.com
Grand Effie
• USA EFFIE Grand Prix winner 2009• Burger King “Whopper Freakout”• Agency Crispin, Porter + Bogusky
Strategic Challenge
How do you make a product that has been around for 50 years and already sells over a billion units annually interesting enough that you increase sales during a highly competitive period, usingabsolutely no marketing tools other than advertising?
That was our challenge in Whopper’s 50th anniversary year.
With no special product builds, pricing, changes, couponing, giveaways, special offers or distribution changes, we had to makepromiscuous fast food consumers fall in love with Whopper again and eat it more often than theyalready did.
Objectives
Reaffirm Whopper’s iconic status as ‘America’s favorite burger.’
Increase Whopper sales and total store comparative sales vs. a year ago for the same
The Big IdeaDemonstrate America’s love of Whopper by taking it away.We needed to do something no one had ever done before.So we devised a little experiment.Rather than give people a Whopper in order to get their response, we decided to take the Whopper away to see what would happen.
Specifically, we took over a Burger King restaurant in Las Vegas for a single day and:1) told people that the Whopper had been permanently removed from the menu2) or swapped people’s Whopper orders with competitive burgers like the Big Mac
This experiment was totally for real and did not feature actors in the roles of customers. Theexperiment was with ordinary people who showed up as part of their regular day. We took areality TV concept and applied it to advertising.What happened exceeded our expectations. People freaked out. And we captured their reactions on film.
Bringing the Idea to Life
Our approach to media was to encourage people to SPREAD THE FREAKOUT.
We used a series of TV spots to drive traffic to ‘Whopperfreakout.com’ where people could view afull-length 8-minute documentary on the experiment. Burger King is consistently outspent 3 to 1 by McDonald’s. Our paid media needed to generate freefrequency through site traffic, video sharing, user generated content, blog chatter and PR.
With great content, the simplest media strategies can work gangbusters, and with weak content, the cleverest media strategies can have little effect at all. Our media strategy of using TV to kick off a web storm worked because we had sticky content that people wanted to play with and riff off
http://www.youtube.com/watch?v=IhF6Kr4ITNQ
Results
Over 5 million people watched the full-length 8-minute film on Whopperfreakout.com
14 million people watched Freakout on You TubeWhopper sales contributed to a 29% increase in Q2 Profit
Whopper quarterly sales increased by double-digits*
The campaign was IAG’s best-recalled restaurant ad of 2007
Thank You!