how old school is still cool

How Old School Is Cool

Saturday, October 12, 2013

2:00pm – 2:50pm

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Moderator Joe Hamza

VP Sales & Marketing

Tedeschi Food Shops, Inc.

Ira Gleser

President

Amplify Marketing Communications

Krista Lang

SVP, Executive Media Director

22squared

Speakers

How Old School Is Cool

Ira L. Gleser

Everything is Going “Old School"

Social Media Bingo

Traditional Media: Driving Traffic and Sales

Print OOH Radio

PR Direct

Mail

Signage

In-Store Merchandising

IMPRESSIONS

TRANSACTIONS

EXPRESSIONS

CONVERSATIONS

Consu ers

Associ tes

Sta eholders

Communi ies

Broadly Define

Your Market

M dia

M

A

R

K

E

T

Shoppe s

Don’t Forget Your Brand Lover!

Orchestrating Your Messages

ADVERTISING IS

BASED ON ONE THING:

- DON DRAPER

HAPPINESS.

How Old School Is Cool

Krista Lang

Engagement with the customer today isn’t just

pouring a message down on their head and hoping they

get wet. It really is understanding that you must be

present in a conversation when they want to have it, not

when you want to.

— Bob Thacker

former CMO of OfficeMax

Develop clear

communication

and

sales goals 1.

Plan around your

consumers

and

their behaviors 2.

Average time spent per day

(in minutes) with major media by U.S. adults

Digital =

316

minutes

(5:16)

Print =

32

minutes

(0:32)

Broadcas

t =

397

minutes

(5:57)

Total =

725

minutes

(12:05)

Source: eMarketer, Aug 2013

U.S. total ad spending (by media)

Ways in which U.S. smartphone and tablet owners

use gas and convenience apps/sites (by device)

Understand what

messaging should

reach your consumer

and

via what media

3.

As a major CDR’s budget grows, they don’t abandon

traditional media. They add digital to help augment

traffic driving media.

How one c-store is using digital media

Brand Promotion vs.

Effectively measure

what’s working

and

what’s not

4.

1. Embrace social media, but don’t forget traditional channels

2. Broadly define your M.A.R.K.E.T.

3. Turn your brand lovers into brand ambassadors

4. Create consistent messaging

5. Develop clear communication and sales goals

6. Plan around your consumers and their behaviors

7. Understand what messaging should reach your consumer

and via what media

8. Effectively measure what’s working and what’s not

krista.lang@22squared.com

404.347.8850

www.22squared.com

@kicka

@22squared

Thank you!

ira@amplifymc.com

678.646.9116

www.amplifymc.com

@iragleser