marketing: how to stage a successful market launch – tools

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

christian.zimmer@isobar.comTel.: +49 611 9788 734Mob.: +49 172 280 16 97

Thank You!