07brands

50 %
50 %
Information about 07brands

Published on January 29, 2009

Author: bhagchand

Source: slideshare.net

Chapter Seven Marketing Services Making Your Mark in MarCom.

Making

Your Mark

in MarCom.

Marketing Services Most Marketing Services relate to Marketing Communications “ MarCom” for short Umbrella term for all promotional activities other than advertising. As marketers grow, virtually all MarCom services are growing New ways to market brands, and… New sources of career opportunities

Most Marketing Services relate to Marketing Communications

“ MarCom” for short

Umbrella term for all promotional activities other than advertising.

As marketers grow, virtually all MarCom services are growing

New ways to market brands, and…

New sources of career opportunities

Marketing Services Sales Promotion Direct Marketing Public Relations Media Buying Services Marketing Research Event Marketing Promotional Products

Sales Promotion

Direct Marketing

Public Relations

Media Buying Services

Marketing Research

Event Marketing

Promotional Products

Who Performs Marketing Services? Client Marketing Department Divisions of mega-agencies Specialized Agencies Division within “IMC” agency Specialized Agencies or suppliers

Client Marketing Department

Divisions of mega-agencies

Specialized Agencies

Division within “IMC” agency

Specialized Agencies or suppliers

Who Supervises Marketing Services? At the Marketer, many options Director of Marketing Brand Management Specialized Manager (Promotion, etc.) MarCom Manager At Specialized Agencies… Account Managers, Account Executives Project Managers

At the Marketer, many options

Director of Marketing

Brand Management

Specialized Manager (Promotion, etc.)

MarCom Manager

At Specialized Agencies…

Account Managers, Account Executives

Project Managers

The World of Sales Promotion How Big is the World of Sales Promotion? Measured Volume (Fees, etc.) over $100 Billion! To put it in perspective… Advertising 52.7% Consumer Promotion 23.4% Trade Promotion 18.4%

How Big is the World of Sales Promotion?

Measured Volume (Fees, etc.) over $100 Billion!

To put it in perspective…

The World of Sales Promotion It’s actually larger … The biggest categories Trade discounts Consumer Savings … are not included! Overall, the Volume is HUGE!!! Advertising 52.7% Consumer Promotion 23.4% Trade Promotion 18.4% Other 5.5% How Big is the World of Sales Promotion? Measured Volume (Fees, etc.) over $100 Billion! To put it in perspective…

It’s actually larger …

The biggest categories

Trade discounts

Consumer Savings

… are not included!

Overall, the Volume is HUGE!!!

How Big is the World of Sales Promotion?

Measured Volume (Fees, etc.) over $100 Billion!

To put it in perspective…

The World of Sales Promotion Some Top Sales Promotion Agencies Draft Worldwide (Interpublic) Burger King, Kellogg’s GMR Marketing (Omnicom) Microsoft, Miller, Visa Frankel (Publicis) Frito-Lay, McDonald’s, Nestle Momentum (Interpublic) American Express, Anheuser-Busch, GM Impiric (WPP) AT&T, Mastercard, Mattell, Xerox

Some Top Sales Promotion Agencies

Draft Worldwide (Interpublic)

Burger King, Kellogg’s

GMR Marketing (Omnicom)

Microsoft, Miller, Visa

Frankel (Publicis)

Frito-Lay, McDonald’s, Nestle

Momentum (Interpublic)

American Express, Anheuser-Busch, GM

Impiric (WPP)

AT&T, Mastercard, Mattell, Xerox

The World of Sales Promotion Two Types of Sales Promotion “ Push” Trade Promotion “ Pull” Consumer Promotion Both emphasize Short-Term Sales Two Types of Incentives Less - Savings More - “Added Value” More Product (Bonus Pack) A Prize (Sweepstakes) Something else (A Premium)

Two Types of Sales Promotion

“ Push” Trade Promotion

“ Pull” Consumer Promotion

Both emphasize Short-Term Sales

Two Types of Incentives

Less - Savings

More - “Added Value”

More Product (Bonus Pack)

A Prize (Sweepstakes)

Something else (A Premium)

Trade Promotions Point-of-sale

Point-of-sale

Trade Promotions Dealer contests Point-of-sale Merchandising the advertising Deals and allowances Co-op advertising

Dealer contests

Point-of-sale

Merchandising the advertising

Deals and allowances

Co-op advertising

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions Premiums

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Premiums

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions Premiums Sampling

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Premiums

Sampling

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions Premiums Sampling Rebates

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Premiums

Sampling

Rebates

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions Premiums Sampling Rebates Continuity programs

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Premiums

Sampling

Rebates

Continuity programs

Consumer Promotions Coupons/FSIs (Free Standing Inserts) Contests, sweepstakes & games Cents-off promotions Premiums Sampling Rebates Continuity programs

Coupons/FSIs (Free Standing Inserts)

Contests, sweepstakes & games

Cents-off promotions

Premiums

Sampling

Rebates

Continuity programs

The World of Direct Marketing Simply put, direct marketing occurs when you buy direct from a marketer By returning a coupon By calling an 800# By responding to a mail solicitation By shopping on the Internet By responding to a telemarketer who called you during dinner

Simply put, direct marketing occurs when you buy direct from a marketer

By returning a coupon

By calling an 800#

By responding to a mail solicitation

By shopping on the Internet

By responding to a telemarketer who called you during dinner

The World of Direct Marketing Sales from Direct Marketing Efforts $1.7 trillion! From Lead Generation $904 billion From Traffic Generation $212 billion Direct Order Sales $635 billion From Catalogs - $133 billion From Direct Response Ads - $203 billion From the Internet - $41 billion That adds up to… Source: DMA Economic Impact Statement 2003

Sales from Direct Marketing Efforts

From Lead Generation $904 billion

From Traffic Generation $212 billion

Direct Order Sales $635 billion

From Catalogs - $133 billion

From Direct Response Ads - $203 billion

From the Internet - $41 billion

That adds up to…

The World of Direct Marketing Types of Direct Marketing Companies Direct Marketers Examples: American Express, Land’s End Direct Marketing Agencies Example: Draft Worldwide (Interpublic) Support Services Examples: Call Centers, Catalog Printers, List Management Services, the Post Office

Types of Direct Marketing Companies

Direct Marketers

Examples: American Express, Land’s End

Direct Marketing Agencies

Example: Draft Worldwide (Interpublic)

Support Services

Examples: Call Centers, Catalog Printers, List Management Services, the Post Office

The World of Direct Marketing CRM = Customer Relationship Marketing LTV = Lifetime Value Direct Marketers work to maximize the value of the relationship with their customers, to get the most LTV (Lifetime Value) Doing all those things is “CRM” Increased valuation of current customers is a driving force in marketing today

CRM = Customer Relationship Marketing

LTV = Lifetime Value

Direct Marketers work to maximize the value of the relationship with their customers, to get the most LTV (Lifetime Value)

Doing all those things is “CRM”

Increased valuation of current customers is a driving force in marketing today

Some Key Reasons for Direct Marketing’s Growth Changing consumer lifestyles Shopping opportunity for “time-poor” consumers More consumer credit Now it’s easy to buy from a direct marketer Better “Direct Marketing technology” More and better lists of potential customers Better and less expensive technology for “massaging the database” Media fragmentation More cost-efficient media opportunities

Changing consumer lifestyles

Shopping opportunity for “time-poor” consumers

More consumer credit

Now it’s easy to buy from a direct marketer

Better “Direct Marketing technology”

More and better lists of potential customers

Better and less expensive technology for “massaging the database”

Media fragmentation

More cost-efficient media opportunities

Consumer Complaints About Direct Marketing Here are some of the current issues: Annoyance List removal option of DMA Privacy issues Who owns your information? Data technology raises new concerns Unscrupulous practices Example: Negative option Major Result – The “Do Not Call” List.

Here are some of the current issues:

Annoyance

List removal option of DMA

Privacy issues

Who owns your information?

Data technology raises new concerns

Unscrupulous practices

Example: Negative option

Major Result – The “Do Not Call” List.

The Key to Success in Direct Marketing List Quality is Key Internal lists Compiled by organization itself External lists Purchased from List brokers List compilers

List Quality is Key

Internal lists

Compiled by organization itself

External lists

Purchased from

List brokers

List compilers

Improving Performance Keys to improving performance are: Improving the list Improving the offer/incentive Improving the messaging “ List Enhancement” is key Adding more “pieces” of information about households on current list Cleaning the list: the “merge-purge” function when combining different lists Continual testing against previous success to improve results and knowledge

Keys to improving performance are:

Improving the list

Improving the offer/incentive

Improving the messaging

“ List Enhancement” is key

Adding more “pieces” of information about households on current list

Cleaning the list: the “merge-purge” function when combining different lists

Continual testing against previous success to improve results and knowledge

The World of Public Relations Marketing PR (MPR) Supports marketing efforts Corporate PR (CPR) Deals with broader range of issues, from investor relations to employee communications

Marketing PR (MPR)

Supports marketing efforts

Corporate PR (CPR)

Deals with broader range of issues, from investor relations to employee communications

Marketing PR: Product Publicity The Basics: The Objective - obtaining free time or space in the media that represents favorable mention

The Basics:

The Objective - obtaining free time or space in the media that represents favorable mention

Marketing PR: Product Publicity The Basics: The Objective - obtaining free time or space in the media that represents favorable mention The Strategy - product publicity, like all PR, must be newsworthy The Benefit - the value of “implied” or “third-party” endorsement by the media

The Basics:

The Objective - obtaining free time or space in the media that represents favorable mention

The Strategy - product publicity, like all PR, must be newsworthy

The Benefit - the value of “implied” or “third-party” endorsement by the media

Product Publicity Activities Press Releases (immediate news) Technical and Case History stories Feature stories Press Tours Press to Company Company to Press

Press Releases (immediate news)

Technical and Case History stories

Feature stories

Press Tours

Press to Company

Company to Press

Corporate PR Activities (Non-Marketing Related PR ) Investor Relations Employee Communications Government Relations (lobbying) Crisis Management (oil spills, etc.) Community Relations Advocacy Advertising (corporate point of view on public issues)

Investor Relations

Employee Communications

Government Relations (lobbying)

Crisis Management (oil spills, etc.)

Community Relations

Advocacy Advertising (corporate point of view on public issues)

PR Agency Ownership Top Ten PR Agencies (and ownership) PR Agencies now part of mega-agency groups Burson-Marstellar (Y&R/WPP) Fleishman-Hillard (Omnicom) Hill & Knowlton (WPP) Edelman Public Relations Worldwide (Independent) Ketchum (Omnicom) Porter Novelli International (Omnicom) Shandwick (Interpublic) BSMG Worldwide (True North/Interpublic) Weber PR Worldwide (Interpublic) Ogilvy Public Relations Worldwide (WPP)

Top Ten PR Agencies (and ownership)

PR Agencies now part of mega-agency groups

Burson-Marstellar (Y&R/WPP)

Fleishman-Hillard (Omnicom)

Hill & Knowlton (WPP)

Edelman Public Relations Worldwide (Independent)

Ketchum (Omnicom)

Porter Novelli International (Omnicom)

Shandwick (Interpublic)

BSMG Worldwide (True North/Interpublic)

Weber PR Worldwide (Interpublic)

Ogilvy Public Relations Worldwide (WPP)

PR Agency Ownership PR Agencies now part of mega-agency groups Ad Organizations by PR Fees Omnicom $490.1 million Interpublic $316.5 million WPP Group $230.4 million Y&R Inc. $196.4 million True North $120.3 million Mergers Continue Y&R will be added to WPP totals True North will be added to Omnicom totals.

PR Agencies now part of mega-agency groups

Ad Organizations by PR Fees

Omnicom $490.1 million

Interpublic $316.5 million

WPP Group $230.4 million

Y&R Inc. $196.4 million

True North $120.3 million

Mergers Continue

Y&R will be added to WPP totals

True North will be added to Omnicom totals.

The World of Media Buying Services Independent companies that buy media time and space for advertisers Originally, an alternative to the media department of a full-service ad agency Evolved as media choices proliferated and media buying became more complicated Now mega-agencies have “unbundled” their media departments to create competing media buying services

Independent companies that buy media time and space for advertisers

Originally, an alternative to the media department of a full-service ad agency

Evolved as media choices proliferated and media buying became more complicated

Now mega-agencies have “unbundled” their media departments to create competing media buying services

The World of Media Buying Services The Pioneer: Dennis Holt builds Western into #1 Bought by Interpublic Merged with Initiative Becomes model for all agencies The World of Media Agencies WPP combines Ogilvy and JWT Media Departments to form MindShare Leo Burnett turns their Media Department into StarCom Unbundling continues…

The Pioneer: Dennis Holt builds Western into #1

Bought by Interpublic

Merged with Initiative

Becomes model for all agencies

WPP combines Ogilvy and JWT Media Departments to form MindShare

Leo Burnett turns their Media Department into StarCom

Unbundling continues…

The World of Marketing Research The Business of Evaluation FEEDBACK is critical nourishment for marketers The Product is FACT, not opinion Accurate information gathering is also critical. Research reputations depend on the dependability of their data

The Business of Evaluation

FEEDBACK is critical nourishment for marketers

The Product is FACT, not opinion

Accurate information gathering is also critical.

Research reputations depend on the dependability of their data

The World of Marketing Research Two types of entities provide this critical marketing information: Internal Marketing Research Departments At the marketer At a full-service agency Outside Marketing Research Firms

Two types of entities provide this critical marketing information:

Internal Marketing Research Departments

At the marketer

At a full-service agency

Outside Marketing Research Firms

Role of Internal Marketing Research Department Analyze company sales data Provide short-term and long-term sales and industry projections Determine what primary research studies need to be carried out Select and hire outside research firms to conduct surveys and provide other information

Analyze company sales data

Provide short-term and long-term sales and industry projections

Determine what primary research studies need to be carried out

Select and hire outside research firms to conduct surveys and provide other information

Types of Outside Marketing Research Firms Limited-service Research Suppliers These supply a specific type of data, often to all major marketers. Syndicated Research (Nielsen TV ratings) Standardized Research (Gallup & Robinson ad recall pre-testing studies) Full-service Research Suppliers Focus Groups and Surveys “ Starting from scratch” research projects

Limited-service Research Suppliers

These supply a specific type of data, often to all major marketers.

Syndicated Research (Nielsen TV ratings)

Standardized Research (Gallup & Robinson ad recall pre-testing studies)

Full-service Research Suppliers

Focus Groups and Surveys

“ Starting from scratch” research projects

The World of Event Marketing How big is the World of Event Marketing? Sports sponsorship $5.92 billion

How big is the World of Event Marketing?

Sports sponsorship $5.92 billion

The World of Event Marketing How big is the World of Event Marketing? Entertainment, tours, attractions $817 million Sports sponsorship $5.92 billion

How big is the World of Event Marketing?

Entertainment, tours, attractions $817 million

Sports sponsorship $5.92 billion

The World of Event Marketing How big is the World of Event Marketing? Festivals, fairs, annual events $740 million Causes $700 million Entertainment, tours, attractions $817 million Sports sponsorship $5.92 billion

How big is the World of Event Marketing?

Festivals, fairs, annual events $740 million

Causes $700 million

Entertainment, tours, attractions $817 million

Sports sponsorship $5.92 billion

The World of Event Marketing How big is the World of Event Marketing? Festivals, fairs, annual events $740 million $8.7 billion! Causes $700 million Entertainment, tours, attractions $817 million That all adds up to... Sports sponsorship $5.92 billion The Arts $548 million

How big is the World of Event Marketing?

Festivals, fairs, annual events $740 million

Causes $700 million

Entertainment, tours, attractions $817 million

That all adds up to...

Sports sponsorship $5.92 billion

The Arts $548 million

The World of Event Marketing Provides opportunities for: Sampling of product Widespread publicity in media Unique connection w. target market Cause marketing: A special type of event marketing Example: Children’s Miracle Network

Provides opportunities for:

Sampling of product

Widespread publicity in media

Unique connection w. target market

Cause marketing:

A special type of event marketing

Example: Children’s Miracle Network

The World of Promotional Products A $16 billion business Items with company brand or logo on it (pens, hats, key rings) Higher priced items called “business gifts” Many uses: Sales lead generation, trade shows, awareness building, employee morale, etc.

A $16 billion business

Items with company brand or logo on it (pens, hats, key rings)

Higher priced items called “business gifts”

Many uses:

Sales lead generation, trade shows, awareness building, employee morale, etc.

Who is The Person Who Helps Pull All of This Together?

The MarCom Manager Relatively new position - result of “IMC.” Title/function more common on West Coast Evolving as marketers’ needs evolve Requires “jack-of-all-trades” promotional skills and understanding of all forms of “IMC” Emphasis will vary by industry High-tech - PR emphasis Packaged goods - sales promotion emphasis Beverages - event and sports marketing emphasis

Relatively new position - result of “IMC.”

Title/function more common on West Coast

Evolving as marketers’ needs evolve

Requires “jack-of-all-trades” promotional skills and understanding of all forms of “IMC”

Emphasis will vary by industry

High-tech - PR emphasis

Packaged goods - sales promotion emphasis

Beverages - event and sports marketing emphasis

The Future of Marketing Services With increased pressure for short-term revenue, the need will keep growing There will be dynamic growth in most areas Sales Promotion - up 20% Direct Marketing - up 15% Increased focus on existing customer “LTV” More loyalty programs More targeted programs More C ustomer R elationship M anagement

With increased pressure for short-term revenue, the need will keep growing

There will be dynamic growth in most areas

Sales Promotion - up 20%

Direct Marketing - up 15%

Increased focus on existing customer “LTV”

More loyalty programs

More targeted programs

More C ustomer R elationship M anagement

The Future of Marketing Services New Technologies Interactive and Information Technology The Internet will affect everybody ! Virtually everyone will practice some form of direct or highly targeted marketing New Companies Start-ups - need IMC from ground up Start-ups will be internal as well as external Example: Nike buys Converse and suddenly Will Smith is wearing them in “iRobot”

New Technologies

Interactive and Information Technology

The Internet will affect everybody !

Virtually everyone will practice some form of direct or highly targeted marketing

New Companies

Start-ups - need IMC from ground up

Start-ups will be internal as well as external

Example: Nike buys Converse and suddenly Will Smith is wearing them in “iRobot”

The Future of Marketing Services Economics of Scale Large Mega-agencies will have more resources Large marketers will want more programs Competition All marketing services activity will increase Competition between services will also increase More Diversity Not just in population, but marketing approach Managing all of this will be a huge challenge!

Economics of Scale

Large Mega-agencies will have more resources

Large marketers will want more programs

Competition

All marketing services activity will increase

Competition between services will also increase

More Diversity

Not just in population, but marketing approach

Managing all of this will be a huge challenge!

In Conclusion… Can Make Your Mark in MarCom. You

Can Make

Your Mark

in MarCom.

Questions & Discussion Sales Promotion Direct Marketing Public Relations Media Buying Services Marketing Research Event Marketing Promotional Products

Sales Promotion

Direct Marketing

Public Relations

Media Buying Services

Marketing Research

Event Marketing

Promotional Products

Add a comment

Related presentations

Related pages

07brands - Documents

Search; Home; Documents; 07brands; Download
Read more

07brands - Documents

1. Chapter Seven Marketing Services . Making ; Your Mark ; in MarCom. 2. Marketing Services . Most Marketing Services relate ...
Read more

Australia's most trusted brands - aca.nine.com.au

/img/2011/07brands.jpg. Brands are a constant presence not just on our television and computer screens but also in our homes.
Read more

Henk Brands - Google Profile

Henk Brands hasn't shared anything on this page with you.
Read more

AdBuzz.com

The AdBuzz Cafe and Teacher's Lounge New! Bruce Bendinger's CMYK PowerPoint presentation ... Chapter 7: 07brands.ppt (5.9 MB) Chapter 8: 08brands.ppt ...
Read more

prescriptionsunglassesuk.com | Webseiten-Analyse für ...

Webseiten-Analyse für prescriptionsunglassesuk.com: SEO, Traffic, Besucher und Konkurrenz von www.prescriptionsunglassesuk.com
Read more

Who is Andrew Brand - (972) 296-2303 - Duncanville - TX ...

Who is Andrew Brand - (972) 296-2303 - Duncanville - TX - waatp.com.See also Andrew Brand: pictures, social networks profiles, videos, weblinks, at blogs ...
Read more

Who is Andrew Brand - (507) 354-1177 - New Ulm - MN ...

Who is Andrew Brand - (507) 354-1177 - New Ulm - MN - waatp.com.See also Andrew Brand: pictures, social networks profiles, videos, weblinks, at blogs, at ...
Read more