“We have a philosophy and a strategy. When times are tough, you build share.”
Procter & Gamble CEO A.G. Lafley, May 2008
Brands that Brands that continue to continue to spend in a spend in a downturn downturn come out come out strongerstronger
Past worldwide recessions
1981-1982• The sales of companies who had kept advertising during
the 81-82 recession had risen 256% over those who had not*
Early 1990s• The companies who had cut their marketing budgets saw
ROCE (return on capital employed) decline by 0.8% after the recession.Those who increased their marketing activity saw an increase of 4.3%
*Source: McGraw-Hill research, 600 companies from 1980-1985** Source: Hillier analysis, 1000 companies on the Profit Impact on Marketing Strategy database
And in Russia in 1998
Компании «Вимм-Билль-Данн» именно кризис 1998 года помог к 2000 году стать крупнейшим производителем сока и молока в России. В то время компания активизировала рекламную деятельность и на фоне молчания конкурентов увеличила узнаваемость бренда и продажи. В ВБД намерены оставаться на виду и сейчас: маркетинговый бюджет останется на уровне 5% от оборота компании, однако увеличится количество рекламы в местах продаж.
Марина Каган, вице-президент «ВБД»
It’s all about share of voice
• If other brands are cutting back, the marketing landscape is a little less cluttered and your ad $ will look and act bigger
It’s all about share of voice
• Smart brands should take advantage as the cost of buying SOV over competitors will never be cheaper
• It will be much more expensive to re-build awareness & preference afterwards if you let it slip
Your consumers are online• In the UK time online is now only 2nd to TV
Source: BMRB Internet Monitor, Nov 2006; UK audience, utarget networks
• In Russia, media consumption is also changing fast– Broadband penetration accelerating– Sept 07: 11 days/month and 13.7 hrs/month – June 08: 13 days/month and 16 hrs/month
Source: comScore World Metrix
Online can deliver a clear & proven ROI
• All online spend can be monitored and made more effective
• Any consumer actions can be allocated to the advertising - you can track click throughs
Online can deliver a clear & proven ROI
• Ineffective spend can be reduced/removed and other spend upweighted
• Minimal lead times for copy, creative and placement changes
• Low production costs
Online pricing is competitive
Average CPTs
Source: «Media Net».
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
TV Press Outdoor Radio Internet
min max
Advertise on Homepage, Lenta, Autorambler and Rambler Finance and other properties
Rambler can deliver a targeted audience
For male car buyers 25-35…
For the youth market…
Advertise on Rambler Friends, Rambler ICQ, Rambler Games and Rambler photo and other properties
Rambler takes a structured approach to ad placement
Branded banner with a link to client’s
website
Ad links to dealer’s web site
Mark up with colour in catalogue
list
Select check-box «SALE» or
«Special Offerе»
Auto + advertising message
2 banners!!! And integration into content.
Rambler is investing in our brand• Our winter marketing campaign ‘what’s new
today’ – Outdoor, press, TV, radio, online is
reaching 72% of 25-45 internet users across Russia (99% in Moscow)