marketing: how to stage a successful market launch – tools
TRANSCRIPT
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Geneva1st December 2010
Marketing: How to stage a successful market launch – tools, requirements, alliances, cost
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Christian Zimmer
Managing Director Isobar Germany / leading the group‘s digital activities & innovations
Member of the German & CE Board
FOMA (German Digital Agency Union) spokesman
17 years experience in agencies (traditional/digital)
Digital native – starting with digital in 1997
Degree in communications
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A Brief introduction into Aegis Media
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Marketing Research
Media Brands(Media and Communication
Consulting)
GlobalOutdoor
Specialists
Global Full-Service Digital-
Marketing-Network
Sponsorship & Experiential Marketing
Global organisation – Aegis Group plc
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Aegis Media Group Germany – integrated specialists
Central Services
Carat Wiesbaden
Carat Hamburg
Carat Düsseldorf
Carat Berlin
Corporate Development
IT
Einkauf
Finance
Specialist Services
Sponsorship
Direct
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EMEAAlgiersAlmatyAmmanAmsterdamAthensÅrhusBahrainBarcelonaBeirutBelgradeBerlinBilbaoBolognaBratislavaBrussels
BucharestBudapestCairoCape TownCasa BlancaCopenhagenDamascusDohaDubaiDublinDusseldorfEdinburghFlorenceFrankfurtGlasgowGothenburg
HamburgHelsinkiIstanbulJeddahKievKuwait CityLagosLausanneLilleLisbonLjubljanaLondonMadridMalmoManchesterMarseille
MilanMinskMoscowMunichMuscatOdenseOsloParisPortoPragueRigaRiyadhRomeSarajevoSkopjeSofia
Asia PacificAucklandBangaloreBangkokBeijingChengduChristchurchDelhiDalianFuzhouGuangzhouHanoiHong KongJakarta
Kuala LumpurManilaMelbourneMumbaiOsakaPuneSeoulShanghaiSingaporeSydneyTaipeiTokyoWellingtonWuhan
AmericasAtlantaBostonChicagoDallasLos AngelesMemphisMontrealNew YorkSan FranciscoTorontoWilton
StockholmTalinnTampereTel AvivTiranaTrondheimTunisTurinValenciaViennaVilniusWarsawWiesbadenZagrebZurich
AsuncionBogataBuenos AiresBrasiliaCaracasGuatemala CityLimaMexico CityMontevideoPanama CityRio de JanieroSan JuanSan SalvadorSantiagoSanto DomingoSao Paulo
In some markets Aegis Media is represented by strategic alliances
Aegis Media - International Organisation
9.800132
82
EmployeesCitiesCountries
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Our global clients
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Strong increase in daily reach
Source: Tagesreichweiten Online: ACTA 2003-2010Tagesreichweiten TV: GFK, 2003 – 2010, 2010 nur
Jan - Okt
0%
25%
50%
75%
100%
2003 2004 2005 2006 2007 2008 1009 2010
Gesamt 14-64 Jahre
0%
25%
50%
75%
100%
2003 2004 2005 2006 2007 2008 2009 2010
14 - 29 Jahre
Online TV
Adults 14-64
Adults 14-29
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94.6 95.0 91.4
708090
100
2004 2008 2010
TV – net viewer - Adults 14-29
-3,4 %
Young target audiences change their media usage
62.9 58.552.5
40506070
2004 2008 2010
TZ – net reach - Adults 14-29
-16,6 %
34.643.9
65.0
3040506070
2004 2008 2010
Digital - Net reach - Adults 14-29
+20,5%
Quelle: ma Pressemedien II (2004 2008, 2010), TZ gesamt (überregionale Tages- und Wochenzeitungen + Kaufzeitungen + regionale Tageszeitungen und Kombinationen ohne Überschneidungen)
Quelle : AGF/GfK Fernsehforschung; pc#tv-aktuell; Fernsehp.(D)/Alle Ebenen/BRD gesamt; TV Gesamt 3-3 Uhr, kum. Seher in %, durchschn. Monat (60Sek. konsekutiv)
Quelle : Acta, letzte Nutzung des Internets gestern
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Successful Marketing
Target Audience
Brand
Message & Media
Crucial for success:Touchpoint and Timing
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Advertising a Monster-Truck is easy
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Who are my mostvaluable clients?
Who are my opinionleaders?
How is their mediahabist / usage?
CCS
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A day in a life of a…Technology Leader (Mon-Fri)
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Tech. Stylists
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Every channel has its particular awareness and influencing strengths regarding product and brand perception
Awarenesslow high
Influ
ence
on a
ttitu
deto
war
dspr
oduc
tsan
dbr
ands
high
low
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Every channel has its particular awareness and influencing strengths regarding the purchase intention
Awarenesslow high
Influ
ence
onPu
rcha
seIn
tent
ion
high
low
Target group: Tech StylistsAxes = Median
CCS 2009/10
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Capability of Impact: Interrelation of Awareness and Purchase Intention
Target Group: Tech StylistsCCS 2009/10
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Brand Equity – on crucial success factor
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It’s not the price – it’s the impact
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Questions?
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Christian ZimmerIsobar Germany
[email protected].: +49 611 9788 734Mob.: +49 172 280 16 97
Thank You!