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Stewart Hilton

Stewart Hilton. Independent SALES PROMOTION SPECIALISTS.

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Stewart Hilton

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  1. Stewart Hilton Independent SALES PROMOTION SPECIALISTS

  2. “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

  3. Magazine ads Press ads Outdoor Total budget Up to £10m? PR Sampling

  4. Times have changed

  5. 883 TV channels in UK (highest in Europe) European Audio Visual Observatory Report – October 17th 2008

  6. Magazine’s for every interest

  7. 69% of UK population using net every day National Office of Statistics – 26th August 2008

  8. 62% of women with kids under 18 European Interactive Advertising Association - 2007

  9. 76% of internet users are C1,C2, D,E GfK Internet User Profile Survey – December 2006

  10. Savvy consumers = harder to impress

  11. The consumer is more difficult to reach

  12. Money has never been tighter

  13. ‘When times are tough, build share’ A.G Lafley – Procter & Gamble

  14. New for 2009 2008 A bigger sledgehammer is not for everyone

  15. Ideas for how to get noticed – FOR LESS!

  16. 1. Leverage your own portfolio

  17. 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

  18. 2. Grab a partner

  19. Kellogg’s Special K & Johnson’s PH 5.5 11% response / 500,000 targeted samples / £2m media value

  20. McVitie’s & Anne Summers 20,000 parties / 200,000 women / 480,000 samples

  21. Monarch Airlines & Hed-Kandi New routes to Euro party capitals / CD’s sold on planes / joint club events

  22. 3. Go direct to the customer

  23. Technology is our new best friend

  24. But only if used well 2m emails sent every day in UK 70% are unsolicited

  25. 24: The Game 50,479 emails / 39% click thru / 7,836 full experiences / 443,290 forwards!

  26. Nike Playmaker

  27. Lucozade ‘Edge’ mobile coupons

  28. A word on coupons 4.5 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.

  29. Coupon door drops still important Better targeting / more creative print options / awareness and trial

  30. Jaffa Cakes ‘Empty Packs’ 3 million homes 23% response rate (7 times industry average) 690,000 sales £476,000 revenue

  31. Creative for a range of issues / circ. up by 9.4% (versus target of 4%)

  32. 4. Use the power of the people

  33. Nike – Ronaldino ‘Crossbar’ 50m views globally / forums and discussions

  34. Terry Tate – Office Linebacker Started as as viral in 2001 – now Reebok’s big annual Superbowl ad

  35. Coke v/s Coke Zero

  36. Dove Evolution $150m free exposure / 2 Grand Prix at Cannes / Best ROI ever?

  37. Back by popular demand 14,000 campaigners on Facebook and Bebo

  38. Sweets on Facebook Send mobile coupons for chocolate to friends / Paypal / Paypoint

  39. 5. Focus on the biggest wins

  40. Gillette Fusion - $200m global launch

  41. King of Shaves – Azor launch

  42. 6. ‘Event’ + PR

  43. Branston Bean Poll 750,000 taste tests / 75% taste preference / Free coverage on Richard & Judy

  44. Not valid on 3-for-2 Real discount only 7% on standard

  45. Reach Toothbrushes - Italy €50,000 / 2 men / 5 days / a few toothbrushes / National coverage

  46. 250 on-line articles / 290m readers / 100,000 site visits / 25% sales target

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