how old school is still cool

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How Old School Is Cool Saturday, October 12, 2013 2:00pm 2:50pm

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All of the cool marketers are doing it digitally, but it doesn’t mean you should give up traditional marketing platforms. Hear why print media and face-to-face marketing are still valuable tools in advancing your brand. Also, learn how traditional marketing can complement digital and continue to be effective. What You Will Learn: Better understanding of consumer media consumption Learn how to make your current media work harder for you

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Page 1: How old school is still cool

How Old School Is Cool

Saturday, October 12, 2013

2:00pm – 2:50pm

Page 2: How old school is still cool

COPYRIGHT NOTICE The copyright law of the United States (Title 17, United States Code) governs the making of photocopies

or other reproduction of copyrighted material. Under certain conditions specified in the law, libraries and archives are authorized to furnish a photocopy or other reproduction. One of these specified conditions is that the photocopy or reproduction is not to be "used for other purpose than private

study, scholarship or research." If a user makes a request for, or later uses, a photocopy or reproduction for purposes in excess of "fair use," that person may be liable for copyright infringement.

DISCLAIMER The opinions of the contributors expressed herein do not necessarily state or reflect those of the

National Association of Convenience Stores. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the National Association of Convenience Stores. The National Association of Convenience Stores makes no warranty, express or implied, nor does it assume

any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, product, or process described in these materials.

Page 3: How old school is still cool

Moderator Joe Hamza

VP Sales & Marketing

Tedeschi Food Shops, Inc.

Ira Gleser

President

Amplify Marketing Communications

Krista Lang

SVP, Executive Media Director

22squared

Speakers

Page 4: How old school is still cool

How Old School Is Cool

Ira L. Gleser

Page 5: How old school is still cool

Everything is Going “Old School"

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Social Media Bingo

Page 7: How old school is still cool

Traditional Media: Driving Traffic and Sales

Print OOH Radio

PR Direct

Mail

Signage

In-Store Merchandising

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IMPRESSIONS

TRANSACTIONS

EXPRESSIONS

CONVERSATIONS

Page 9: How old school is still cool

Consu ers

Associ tes

Sta eholders

Communi ies

Broadly Define

Your Market

M dia

M

A

R

K

E

T

Shoppe s

Page 10: How old school is still cool

Don’t Forget Your Brand Lover!

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Orchestrating Your Messages

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ADVERTISING IS

BASED ON ONE THING:

- DON DRAPER

HAPPINESS.

Page 13: How old school is still cool

How Old School Is Cool

Krista Lang

Page 14: How old school is still cool
Page 15: How old school is still cool
Page 16: How old school is still cool

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

Page 17: How old school is still cool
Page 18: How old school is still cool

Develop clear

communication

and

sales goals 1.

Page 19: How old school is still cool

Plan around your

consumers

and

their behaviors 2.

Page 20: How old school is still cool

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)

Page 21: How old school is still cool

Source: eMarketer, Aug 2013

U.S. total ad spending (by media)

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Ways in which U.S. smartphone and tablet owners

use gas and convenience apps/sites (by device)

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Understand what

messaging should

reach your consumer

and

via what media

3.

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

traditional media. They add digital to help augment

traffic driving media.

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How one c-store is using digital media

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Brand Promotion vs.

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Effectively measure

what’s working

and

what’s not

4.

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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

Page 29: How old school is still cool

[email protected]

404.347.8850

www.22squared.com

@kicka

@22squared

Thank you!

[email protected]

678.646.9116

www.amplifymc.com

@iragleser