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Independent SALES PROMOTION SPECIALISTS Stewart Hilton.

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Presentation on theme: "Independent SALES PROMOTION SPECIALISTS Stewart Hilton."— Presentation transcript:

1 Independent SALES PROMOTION SPECIALISTS Stewart Hilton

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

4 Times have changed

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

6 Magazine’s for every interest

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

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

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 A bigger sledgehammer is not for everyone New for

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 % 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 s sent every day in UK 70% are unsolicited

25 24: The Game 50,479 s / 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 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?

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

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

40 5. Focus on the biggest wins

41 Gillette Fusion - $200m global launch

42 King of Shaves – Azor launch

43 6. ‘Event’ + PR

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

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

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

47 250 on-line articles / 290m readers / 100,000 site visits / 25% sales target

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55 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…


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