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I was approached to speak to a group of product managers by a leading CPG manufacturer who's been avoiding re-examining its perception of online marketing. They seemed extremely focused on print, outdoor, and broadcast. This presentation spoke to some very important points about social media integration.
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You’re onlineEven if you don’t know it
This story begins on graduation day
for the class of
1982
Mr. Yesterday & Mr. Tomorrow both
made the Deans List
Mr. Yesterday Mr. Tomorrow
They both become successful
business men, and found companies.
Mr. Yesterday Mr. Tomorrow
Mr. Yesterday owns Yesterday’s
Widgets
Yesterday’s Widgets
Mr. Tomorrow owns Tomorrow’s
Widgets
Tomorrow’s Widgets
GROW
They grow until they’re the biggest widget companies
in the world.
By 1990 Mr. Yesterday & Mr. Tomorrow have about the same revenue, with Mr. Yesterdays slightly higher
Revenue
Time
Both companies allocate 5% of their
profits to advertising & marketing.
For years, Mr. Yesterday & Mr.
Tomorrow divide their budgets
like this:
Print TV Outdoor Radio Direct
25% 30% 10% 20% 15%
Then one year Mr. Tomorrow
does something different
Print TV Outdoor Radio Direct
20% 25% 10% 15% 10%
Online
20%
By 2000 Mr. Yesterdays revenue lead INCREASED by 3
But Mr. Tomorrow keeps his strategy
the same.
By 2002 Mr. Yesterday’s revenue lead is noticeable
Revenue
Time
Mr. Tomorrow
Mr. Tomorrow thinks it’s time
for a change.
It’s time to change
Mr. Tomorrow investigates how
his online money is being spent
Maine-commerce
site
Banners
Blog
And decides how he’ll change things...
Maine-commerce
site
Banners
Blog
MySpace
Search
Commenting
Widgets
Store
Step 1 was to get involved in
conversations that were
already taking place.
Blog
MySpace
Commenting
Widgets
Then support & promote his
participation
Banners
Blog
MySpace
Search
Commenting
Widgets
Maine-commerce
site
Banners
Blog
MySpace
Search
Commenting
Widgets
Store
Finally provide information
about how to purchase.
Mr. Tomorrows new strategy
WORKED
By 2006, he’d narrowed the revenue GAP
Revenue
Time
But then Mr. Yesterday caught up.
Mr. Tomorrow needed to think of something
new...
In 2008, Mr. Tomorrow started
doing something different.
Main
e-commerce
site
Banners
Blog
MySpace
Search
Commenting
Widgets
Store
TV
Outdoor
Radio
Direct
He started using all his media channels to
support online conversations ...
Main
e-commerce
site
Banners
Blog
MySpace
Search
Commenting
Widgets
Store
TV
Outdoor
Radio
Direct
... and he began using mobile technologies as
a ‘conversation catalyst’
Main
e-commerce
site
Banners
Blog
MySpace
Search
Commenting
Widgets
Store
TV
Outdoor
Radio
Direct
Mobile
In the eyes of your customer, are you
planning for tomorrow, or are you a Mr. Yesterday?
Because
YOU’RE ONLINEeven if you don’t know it.
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