stewart hilton
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Stewart Hilton. Independent SALES PROMOTION SPECIALISTS. - PowerPoint PPT PresentationTRANSCRIPT
Independent SALES PROMOTION SPECIALISTS
Stewart Hilton
“I know you’ve been working on
this new product of yours for two years and now the damn thing’s perfect, but
for the last time, sales are down, the stock’s in the toilet and we’ve got no budget left! So
either make it work with what you’ve got, or park the bloody thing till
next year!”
By Stewart Hilton – Blue Chip Marketing
PRSampling
Outdoor
Magazine ads
Press ads
Total budget Up to £10m?
Times have changed
883 TV channels in UK (highest in Europe)
European Audio Visual Observatory Report – October 17th 2008
Magazine’s for every interest
69% of UK population using net every day
National Office of Statistics – 26th August 2008
62% of women with kids under 18European Interactive Advertising Association - 2007
76% of internet users are C1,C2, D,E
GfK Internet User Profile Survey – December 2006
Savvy consumers = harder to impress
The consumer is more difficult to reach
Money has never been tighter
‘When times are tough, build share’A.G Lafley – Procter & Gamble
A bigger sledgehammer is not for everyone
New for
2009
2008
Ideas for how to get noticed – FOR LESS!
1. Leverage your own portfolio
What’s it worth?
20m pack run (3 months)
33 opportunities to see front of pack
11 opportunities to see back of pack
£4 per ‘000 opportunities to see
Media value£3,520,000
Mindshare
2. Grab a partner
Kellogg’s Special K & Johnson’s PH 5.5
11% response / 500,000 targeted samples / £2m media value
McVitie’s & Anne Summers20,000 parties / 200,000 women / 480,000 samples
Monarch Airlines & Hed-KandiNew routes to Euro party capitals / CD’s sold on planes / joint
club events
3. Go direct to the customer
Technology is our
new best friend
But only if used well
2m emails sent every day in UK
70% are unsolicited
24: The Game50,479 emails / 39% click thru / 7,836 full experiences / 443,290
forwards!
Nike Playmaker
Lucozade ‘Edge’ mobile coupons
A word on coupons4.5 billion coupons in UK in 2007 (up 29%).
89% have used coupons in last 12 months.
69% of consumers ‘see coupons as a good opportunity to trial new products’.
Avg. redemption rate for ‘food + drink’ coupons is down to 2.2% (from 4.8% in 2005). Decline caused by huge increase in door drops by pubs and restaurants.
Door drop distribution up by 14% in 2007.
Door drop still very important – 8 out of 10 top advertisers have regular programmes.
Coupon door drops still importantBetter targeting / more creative print options / awareness
and trial
Jaffa Cakes ‘Empty Packs’
3 million homes
23% response rate(7 times industry average)
690,000 sales
£476,000 revenue
Creative for a range of issues / circ. up by 9.4% (versus target of 4%)
4. Use the power of
the people
Nike – Ronaldino ‘Crossbar’50m views globally / forums and discussions
Terry Tate – Office LinebackerStarted as as viral in 2001 – now Reebok’s big annual Superbowl
ad
Coke v/s Coke Zero
Dove Evolution$150m free exposure / 2 Grand Prix at Cannes / Best ROI ever?
Back by popular demand14,000 campaigners on Facebook and Bebo
Sweets on FacebookSend mobile coupons for chocolate to friends / Paypal / Paypoint
5. Focus on the biggest
wins
Gillette Fusion - $200m global launch
King of Shaves – Azor launch
6. ‘Event’ + PR
Branston Bean Poll750,000 taste tests / 75% taste preference / Free coverage on
Richard & Judy
Not valid on 3-for-2 Real discount only 7% on standard
Reach Toothbrushes - Italy€50,000 / 2 men / 5 days / a few toothbrushes / National coverage
250 on-line articles / 290m readers / 100,000 site visits / 25% sales target
New for
2009
Launch ideas for tougher times
1.Leverage your own portfolio.
2.Develop and exploit strong partnerships.
3.Go direct to your customers – Start now!
4.Recruit the public as your sales force.
5.Focus smaller budgets on your biggest wins.
6.Get creative to punch above your weight.
Alternatively…