Martin Samal, Seznam.cz - Market (your th)ing
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This document provides tips and guidelines for effective marketing. It emphasizes the importance of defining the target consumer and market, crafting a unique selling proposition (USP), and seeking differentiators from alternatives. It then discusses developing an outbound marketing strategy, including defining a budget to achieve a desired return on investment. Various communication channels are addressed such as public relations (PR), word-of-mouth (WOM), online, offline media, and the importance of creativity. Measurement and evaluation of campaigns is also stressed.
Martin Samal, Seznam.cz - Market (your th)ing
- 1. Ing.Martin Šámal, Senior Brand Manager Listen…………….get inspired………..discuss MARKET (your th)ING
- 2. www.seznam.cz Source the experience • Check succesful products, campaigns • Seek the right supporter / investor BUT • Secure your know-how • Keep thinking your way FOR EXAMPLE…………………………………
- 3. www.seznam.cz Step by Step Discover your own approach and not America again…..in 23 bullets.
- 4. www.seznam.cz Important marketing bullets: Name your baby: • Business and product - name connections • Money saver – inbound, outbound marketing Consumer /market definition: • Precise C description saves money – you do not hit irrelevant crowd • Precise M description avoids inconsistent long/mid term plan USP: • The Holy Grail of marketing – strong USP presents itself Alternatives: • The battle field – seek differentiators Outbound marketing: IN DETAIL
- 6. www.seznam.cz Define your budget? Investment = revenues stabilisation with defined ROI. What is the media price made up of? • Impact – OTS – how many people should see my ad for given price? • Relevance (afinity) – how many relevant people (the message is benefitial and there is a reason to listen to it and react) should see my ad? • Impact quality – what does the situation of receiving the ad message look like?
- 7. www.seznam.cz Trends • Cats, not dogs • Do not make strong difference between B2B, B2C • Gamefication
- 9. www.seznam.cz Keep the orchestration on your side Less you pay = less control you get!!!
- 10. www.seznam.cz BUZZ • If nothing happens around your project, nobody knows it. • Create stories, make fun of your project, source from others and turn disadvantages into communication topics – balance on the edge. EXAMPLE: baby sitting = topic for married couples
- 11. www.seznam.cz PR • Build your relationship/ connection to relevant media. • Create stories, make fun of your project, source from others and turn disadvantages into communication topics – be realistic. • Be proactive and a step ahead = have an elevator pitch speech (media output should be defined by you and not how journalists want). • „Corporate“ Social Responsibility = visible PR at your scale. Look at possible negative impact of your project and show you intend to eliminate it.
- 12. www.seznam.cz WOM • Satisfied customer = perfect advertising. • People do not share good experience – they share your failure. • Surprise them and thus give them a reason to talk about you in a positive way.
- 13. www.seznam.cz Online Build it like a house: • SEO – own site, maximize number of references on blogs, social media, news etc. • PPC – help yourself a bit and be displayed on your key words • Display ads – banners, video – play with formats • CRM – build a database = DM
- 14. www.seznam.cz Offline mass media Always think like your customer and find touchpoints: • OOH – billboards, public traffic, bars, cinemas, • Radio • Print - newspapers / magazines - targeting • TV – other media formats- PP
- 15. Never forget
- 17. www.seznam.cz Develop simple visuals and messages.
- 18. www.seznam.cz DO’s and DON’Ts • Never lie and overpromise despite the fact competitors do it • Do not forget about mental property = pay buy outs • Measure, check, evaluate and finetune • Be consistent and resolute with your core ideas
- 19. www.seznam.cz Ing.Martin Šámal, Senior Brand Manager Thanks for your attention: @Twitter účet