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A New Age is dawning…

… let’s Start on a New Page!

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production

Key Strategic Indicators

• Brand Awareness

– Gestetner has lost considerable share of mind, when considering the

competitors and options in the marketplace

– The brand identity itself is becoming dated

– Limited target customer spectrum

• Product Perception

– Vague

– Audiences are not totally aware of what „Gestetner‟ stands for, and what they

provide

– Dipstick research shows that most respondents‟ top of mind awareness

regarding the product range, varies from “I‟m not sure” to “…those really

expensive printers”

– Bearing in mind this this is a perception – and perceptions can be changed

• Key Strategic Alignment

– Imperative to align your brand with strategic alliances which wider audience can

identify with and relate to

– Currently niche target audience

– Perceived as aloof

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Brand Awareness

• Requirements

– It is an imperative that Gestetner achieve a modicum of top of mind awareness before the launch of the new gelsprinter

– The product is affordable to a wide spectrum of consumers and unless the consumer is aware of the product proposition – you will be the last brand they approach (especially bearing in mind the current affordability and product range perceptions)

– The gelsprinter is a „funky‟, „techno‟ product, which would appeal to a younger target audience (who will first be able to understand the technology) – these will be your trendsetters

• Objectives

– Highly visible brand

– Contentious, to a certain degree (I want to be the brand, in my field, people talk about)

– Reposition the brand to include a wider audience spectrum

– Messaging that will „speak‟ to the desired target audience, versus talk down to them

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Product Perception

• Requirements

– Change the „new‟ target audience‟s perception of the product ranges and

assortment

– Accessibility to every sector of the market (physical and psychological)

– User-friendly interfaces at every touch-point

– Reassess the tone and manner in which you communicate the product promise

– take it to a „conversational‟ level (after all, the purchaser still only wants to

know what the bottom line is… and the relationship the is created)

– There are very few customers who know the difference between competitive

technologies (and possibly who care)

• Objectives

– To ensure a Gestetner „presence‟ in every office or home

– This, in itself, will create cross and up-sell opportunities

– Create a „psychological doorway‟, through the products, for prospective

customers (this way please…)

– KISS – “Keep it simple stupid” – find out what the customer wants from the

product, and sell them only those F&B‟s

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Key Strategic Alignment

• Requirements

– You lay with dogs, you wake up with fleas…

– Recent studies have shown that who you associate with, largely determines who you are or what you stand for

– Part of this study concentrated on brands who were associated with various social segments, i.e. Standard Bank with cricket, MTN with Soccer, Coca-Cola with everyone, etc

– The study revealed that audiences have very distinct preconceived ideas about the associations brands have

– One specific result was for Standard Bank and their alliance with cricket

– The result was that audiences (by and large, though inconclusive) associated Standard Bank as being aloof, merely by the company they keep

– The best results from the studies show that „responsibility for the environment‟ has a far greater appeal than does sport

• Objectives

– Strategic alliances are

– Create associations that appeal to wider target audiences

– Create a sense of belonging through associations

– Develop associations which would create emotive trigger mechanisms, that will allow audiences to identify and empathise with the brand

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Market Strengths

• Whenever one is asked to audit a brand, you tend to focus on the negative aspects of the its failings, rather than isolate the strengths and embellish those

• One aspect that is so transparent (using the 3 main competitors as comparison), is service

• Just by looking at (1) which services you offer and (2) how your services are presented, place you so far apart from your competitors

– Spectrum

– Types of services

– Nature of the services

– One-to-one aspects

– Perceived efficiency

– Human interface

• We need to dissect each area of service and analyse where we can adapt them slightly, to ascertain how we can embellish this offering even further, and make this accessible to a wider customer base

• This is a segment of the business which could play a vital role in the marketing messaging, going forward

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Market Strengths

• Once we‟ve assisted in the re-launch of the Gestetner brand into the

market place, we will be able to speak from a far stronger position when

the new Gelsprinter is launched

• If we can time it correctly, Gestetner will be perceived as the gel printing

leaders in the market place

• This will have addressed four of your key objectives:

– Accessing a wider target audience

– Addressing a younger, vibrant market

– Rejuvenating and repositioning your brand

– Making leeway into installing the Gestetner brand into a large number of

household…

• … which further addresses another two key issues

– Cross-sell across your other “utility‟ products

– Up-sell to your higher-end solutions

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Iconology

• Icons are graphic or visual representations of the brand

• When launched thoroughly and sustained, can become a recognisable extension of the brand

• The ultimate result is that the icon becomes a „spokesperson‟ for the brand

• Brand have always attempted to create means in which they can simplify the psychological barriers of entry to your brand

• Icons are easier on the eye, and in this communication saturated environment, an element that is quickly associated with the brand is identified with faster

• Colours play a crucial role in iconology

• If the colour within the current brand identity does not create the desired response, it‟s advisable to create a stronger, bolder, „call-to-action‟ colour

• The objective of an icon is not to distract from the brand or diminish brand equity, but rather to create a single point of identity that works with the existing branding, in harmony, to compliment the brand values – as an endorsement

• The icon will, if launched correctly, become indicative of what essence the brand communicates and how the targeted audience responds

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Gestetner & Iconology

• Due to the nature of Gestetner being an established international brand, we cannot reinvent or rejuvenate the corporate identity…

– The current corporate identity is described as traditional, conservative (people who‟ve been in the communication industry for many years, recall the brand from their youth, and that it has not „evolved‟)… and for a technology brand, evolution is crucial

• But, one can always add an icon to the brand that could be used as an element with which to reposition the brand architecture, which in turn will assist in:

– Appealing to a different (in this case – younger audience)

– Create new messaging subject and content

– Use it as a promotional element to add personality traits to previously „staid‟ products and services

– Facilitate huge potential for vial marketing

– Top of mind awareness

– Reposition your brand in a fast, cost-effective and efficient manner

– Lift the tone and manner of your identity, in comparison with your competitor

• What we are about to propose, will not only position you on par with your competitors… it will elevate your brand a few steps higher…!

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Gestetner… The Icon

• A short exercise to illustrate and introduce:

– What is the most illusive object in the world?

– Which subject sparks the most debate?

– What object has been idolised?

– Which object sparks passion?

– Which object induces ecstasy?

– What physical aspect has almost been mystified (dare I say disproportionately?)

– Which element drives us to go beyond our physical boundaries?

– What object ignites dialogue?

– What object has generated intense discussion?

– What object divides us, yet brings us closer together?

– Which element does a man make it his life‟s quest yearning to find?

– What object does a woman spend her life wondering why a man can‟t find it?

– Have you guessed…

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The G Spot

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Design to include new look, colouration

and brand attributes…

Over a number of pages…?

The G Spot – Application…

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• This is not a campaign

• This is an icon that will illicit excitement, passion, debate, humour, aspiration, identification, relation… the list goes on and on

• There is not a single person who will not respond to this in some way

• The application will never be treated in a overtly sexual manner

• The tone will always be tasteful and aspiration (if not inspirational)

• Words we would use to describe this icon:

– Prior to „touching‟ it

• Illusive (through its elevation)

• Mystical

• Attainable (but through tremendous merit)

• Aspirational

– But, once you have it:

• There‟s no going back

• You‟ve reached the pinnacle

• You have what everyone else wants

• You‟ve made it!

The G Spot – Application @ Ground Zero

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• G Spot– The dealer network

and all outlets

• G Suits– Management

• G Force– The Sales Team

• G Max– Services

• G Wing– Service Centre

• G String– Product Ranges

• G Files

– Software

• G Ntree (G„nT)

– Direct Mail

• G Whiz

– In-house Magazine

• G Major

– Client Awards

• G Minor

– In-house ERM

Least

Intimate

Most

Intimate

ATL

MTL

BTL

April 07 Mar 08

Mid-Year

Fiscal Marketing Plan

1 April 2007 – 31 March 2008

Full media & channel solution:

Above the line media (least intimate)

Below the line media (most intimate)

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Media SegmentsApril 07 Mar 08

Mid-Year

Segmented Marketing

Database Marketing

Direct Mail

TV

Radio

Press

The View

CRM

PR

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Customer Segment ObjectivesApril 07 Mar 08

Mid-Year

Segmented Marketing

Database Marketing

Direct Mail

TV

Radio

Press

The View

CRM

PR

Brand Awareness

Acquisition

Acquisition

Brand Awareness

Product Awareness

Education

Retention

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Push-Pull StrategyApril 07 Mar 08

Mid-Year

Segmented Marketing

Database Marketing

Direct Mail

TV

Radio

Press

The View

CRM

PR

Awareness

Experience

Awareness generates

experience between

your brand and

potential customers

Experience

generates

credibility, which

generates

awareness

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Customer in Media SegmentsApril 07 Mar 08

Mid-Year

Segmented Marketing

Database Marketing

Direct Mail

TV

Radio

Press

The View

CRM

PR

“I don‟t know these customers at all, but I

would like to expose my brand to as many of

them as is „cost-effectively‟ possible.

These customers are highly unprofitable to

my brand.”

“I possibly know which industry segment

these customers fall into. I may know their

title, initial and surname, and I may be able to

contact them via traditional mail, e-mail or

mobile visual or text.

These customers may become profitable to

me, if I can generate the correct response

mechanism.”

“I know these customers. They have purchased

from me and I would like to maintain their loyalty.

These customers are highly profitable to me, and I

would retain them at any cost.”

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Desired Segment MigrationApril 07 Mar 08

Mid-Year

Segmented Marketing

Database Marketing

Direct Mail

TV

Radio

Press

The View

CRM

PR

“I want my brand to

speak for itself!”

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Phase 1 - AnticipationApril 07 Mar 08

Mid-Year

Teaser

Campaign Introduction of “The G Spot”,

un-revealed!

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Phase 2 - IntroductionApril 07 Mar 08

Mid-Year

Teaser

Explained Introduction of “The G Spot”,

revealed!

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Phase 3 - PositionApril 07 Mar 08

Mid-Year

Teaser

Concluded “The G Spot”,

owned

Gestetner is the G Spot

in office & total document

solutions!

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Phase 4 - PromotionApril 07 Mar 08

Mid-Year

Promotion

Begins

“The G Spot”, used

across all products &

promotions

Gestetner introduces

the new Gelsprinter,

the G Spot in home

printing!

Least

Intimate

Most

Intimate

ATL

MTL

BTL

G Spot Drives CommunicationApril 07 Mar 08

Mid-Year

PromotionBranding EventingPR Sales

Least

Intimate

Most

Intimate

ATL

MTL

BTL

G Spot – Application Across the BoardApril 07 Mar 08

Mid-Year

It‟s a

lifestyle!

Media Strategy

It‟s a driver! G Spot is

not just a

campaign…

It‟s an

instant

USP!

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Product/Media Segment MarketingApril 07 Mar 08

Mid-Year

Brand

Teaser

1 April 07 30 April 07

Mediums:

• Major Dailies

• TV Top & Tail

Objectives:

• Create mass controversy and awareness (in the shortest possible time)

• Create intrigue

Target Customer:

• A – B+ Income

• Male & Female

• Business (large solutions – existing products)

• Home (small solutions – preparation for gelsprinter, this broadens the target audience extensively)

Public

Relations

Public Relations are to play a

major role in creating and

sustaining the momentum of

the teaser campaign, by

„planting‟ newsy articles in the

most influential channels, i.e.

call-in radio, web bloggs,

marketing websites.

Use CRM

to inform &

excite!

During any process of the entire year‟s strategy or

communication plan, please ensure that you keep

your existing customers informed (included) at all

times. If you do not, it‟s a bit like “a stranger

getting to touch your wife‟s G Spot, but you didn‟t

even get a shot at it”.

Continually

„talk‟ to these

customers

Do not „talk‟ to new database customers until you have something tangible to say or sell!

(Especially during the launch of a new identity… you don‟t know how it‟ll be received)

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Product/Media Segment MarketingApril 07 Mar 08

Mid-Year

1 May 07 31 May 07

Mediums:

• Major Dailies

• TV Top & Tail

Objectives:

• Position Gestetner as the ultimate “pleasure centre” in its class and industry

• Take ownership of the G Spot

Target Customer:

• Mirror teaser market

Teaser

Explained

Public

Relations

Public Relation, once again, to maintain and

sustain the momentum that the teaser

campaign should have initiated. This can be

attained via announcements to all press,

utilising various „angles‟, based on mediums,

customers, lifestyles and industry. This is a

PR dream project.

Use CRM

to inform &

excite!

Once again, announce the G Spot to

your existing customer base before

you announce it to the rest of the

country in open market media. They

are the ones who should be the first to

touch the G Spot!

Continually

„talk‟ to these

customers

Do not „talk‟ to new database customers until you have something

tangible to say or sell! (Especially during the launch of a new

identity… you don‟t know how it‟ll be received)

Least

Intimate

Most

Intimate

ATL

MTL

BTL

Product/Media Segment MarketingApril 07 Mar 08

Mid-Year

1 May 07 31 May 07

Mediums:

• One major ATL Medium (I

recommend TV purely due to the

nature of product‟s visual

stimulation)

• Consumer Lifestyle Publications

• IT and Industry-related Specialist

Industry Publications

Launch

gelsprinter

Public

Relations

Once again, if Gestetner are

first to market, PR can turn

this into a media frenzy. Most

people haven‟t heard of gel

printing… Testimonial PR

would be a great opportunity

(Celebrities, DJ‟s, industry

leaders, etc are given printers

to „test‟ before launch… Use

them to garner credible

exposure.

Use CRM to

sell…

„Exclusively!‟

Create a special offer for your „loyal‟

customers, before launch to market. Allow

them to experience a new dimension to

Gestetner. They are the ones who should be

the first to experience gelsprinter first!

Continually

„talk‟ to these

customers

Objectives:

• Education is key!

•With the G Spot, position Gestetner as the gel printer

POC

•Take ownership of the gel printing in South Africa

Target Customer:

• Mass market consumer (due to affordability)

• LSM 7 – 10

• A – B Income Groups

• 50/50 Male/Female Split

Direct

Marketing

Gelsprinter is not the ideal product to

communicate to a segmented/direct database.

This would be the ideal time to launch an annual

calendar, broken down by industry, by decision-

maker, by location, and promote your higher-end

solutions… STRIKE WHILE THE IRON‟S HOT!

NB – Please note that we are unaware

of the actual launch date for gelsprinter, but this is an

indication of cross-level communication,

for launch