Embed Size (px)
Citation preview
D121109
Year in review
Year in review
Year in review
Year in review
Year in review
Year in review
Year in review
Looking ahead…
Intro• Identify a theme to review
• Highlight key statistics & interesting facts
• Today’s theme: media
27% 27% growth in
internet ad-spend ’07-‘08
In 1978, 80% of US adults could be reached with 3 x 60” spots – by 2002, it would take
117117 prime time spotsprime time spots
Strictly Come Dancing Strictly Come Dancing is the world’s most successful reality format (Guinness Book of World Records)
Jan-Aug ‘09, TV ad-spend has seen an increase YOY
from 53% to 57%57% and print a decline from
30% to
27%27%
Ad-spend increase YOY has slowed down from 15%+ in
the past 4 years to only
5%5% in 2008
Best reach against all South African adults:-TV: Generations (31.3%)-Print: Jet Club Magazine (18%)-Radio: Ukhozi FM (17.9%)-Press: Daily Sun (14%)
Cinema saw the highest media inflation in 2008 at
13.7%13.7% and
2007 saw radio leading at
18%18%
In SA, the number of TV channels increased
from 67 in 2004 to 9292 in 2009
ad-spendad-spend media proliferationmedia proliferation
reaching audiencesreaching audiencesNumber of people watching TV P7D
has decreased by more than
200,000200,000 ‘07-’08
Radio audiences have increased by
nearly 1 million 1 million from ’05-‘08
inflationinflation
Size is no longer the only thing that matters!
Trends • Human truths, the way people connect with your communication
• The new corner café, the evolution of the garage shop
• Risqué, society is getting explicit, is your brand?
• Religion, no longer forbidden
• Daily supplement – the vitamin culture, staying healthy is still big
• Thrift, re-duce, re-use, re-cycle
• Edutainment, voluntary learning about your brand
• Multiple doors, different ways for consumers to find you
Human truths
The way people connect with your communication
Human truths“And that's because the greatest advertising isn't great for moving merchandise any more than the greatest literature is great for compelling plots. Somehow -- in the service of carmakers and brassiere manufacturers and car rental agencies -- these campaigns have discovered our humanity. They have touched us, understood us, reflected our lives and often enough enriched them.”
- Bob GarfieldAd Review
Human truths
MasterCard
The new corner caféThe evolution of the garage shop
The new corner café“You need to make sure that the offers you make available are suitable for the relevant market.”
- Garth GreylingEngen’s retail marketing strategist
The new corner café• The growing popularity of convenience shopping is the driving force
behind much of the change in the retail sector
• Large retailers such as Pick 'n Pay and Shoprite are using their franchise operations to obtain a bigger slice of the sector
• The market is becoming even more congested with service stations such as BP and Caltex operating convenience stores
• The convenience trend marks the return of the corner café
New categories
Caltex + Fruit & Veg City Wild Bean Café
Woolworths + Engen DVD rental kiosk
How much of your volume goes through c-stores?
Risqué
Society is getting explicit, is your brand?
Risqué“ ‘Sex sells’, claims the old and undeniably true adage. We are sexual beings. Advertisers use this attribute by trying to associate their products and services with sexy imagery hoping that some of the hotness gets attached to their brand in the consumer's subconscious mind.”
-Ivan, Creative Director, WebMediaBrands
“But sex influences people in additional ways…”-Dr. Tom Reichert
sexinadvertising.com
Risqué• There is a lot more risqué advertising, not only worldwide but also in
South Africa in communication
• Being risqué is no longer taboo
• Culture is more accepting of openly explicit themes
• Does sex in advertising achieve your message, and not just impact?
Risqué Medal Paints
Teazers
American Apparel
Diesel
Steers
Sex does sell, sex does get impact, BUT it must support your brand personality
Religion
No longer forbidden
Religion“Generally speaking, there are two subjects one doesn't talk about if one doesn't want to invoke a controversy: religion and politics. Both are very sensitive subjects and usually everyone has an opinion, being right or wrong.”
- allexperts.com
“Marketing scholars generally pay scant attention to religion, and companies often only acknowledge fundamentalists when faced with an organised boycott resulting from religious-based objections to a product. However, the rise of fundamentalism among all major world religions is a movement that marketers can no longer ignore.”
- Nancy WongAssistant professor of marketing, Georgia Tech College of Management
It’s becoming something else
Social hub
Political platform
Retail channel
Religion“Based on the findings, firms may wish to take a much more proactive stance in terms of developing relationships with religious fundamentalists, as their need for predictability makes them a particularly attractive segment.”
-Study: “Religious Fundamentalism and Brand Connections”
Cell C Gospel Life starter pack
Premier tourism marketing
Is this a viable segment for your brand?
Daily supplement – the vitamin culture
Staying healthy is still big
Daily supplement – the vitamin culture
“Consumer focus on the use of supplements for healthcare is growing stronger in a host of segments.”
- Nancy White Marketing Director, Natural Marketing Institute
Daily supplement – the vitamin culture
• People are no longer just looking to pills for their daily vitamin intake
• Much of this trend has to do with the positioning of the products and services in consumers’ minds
Coca-Cola Marketing Vitamin Water, although its effectiveness has been
questioned
A Japanese woman receives an intravenous vitamin supplement at
the Tenteki Café in Tokyo
Attempt by Danone to create a “beauty-from-the-inside" yoghurt - a
cosmetic product
Nutritional supplements for pets have become a fast growing business
Coca-Cola: Love Body, it burns calories & contains an ingredient rumoured
to increase bust size
Does your product deliver a nutritional / vitamin benefit?
Thrift
Re-duce, re-use, re-cycle
Thrift“The recession has brought about a new cultural mindset: conspicuous consumption has given way to frugality.”
-Euromonitor International Strategy
Thrift• DIY has increased, they are repairing their own cars, self-medicating,
carrying out home beauty treatments, growing their own vegetables
• Since the start of the credit crunch, an increasing number of websites and blogs have been devoted to achieving thriftiness
Easiest to see on the net
Many companies are using this opportunity to build loyalty.
Trade-in / Get-rid
“GET RID OF YOUR JEANS FOR GOOD”
Trade in your old jeans and get a R200 voucher
Trade-in your old mobile & get store credit at CNA or Edgars
Are you helping your customers remain loyal through thriftiness?
Edutainment
Voluntary learning about your brand
Edutainment“Every time we turn on the television, we are presented with edutainment. It is the basis for successful commercials around the world.”
-Leah CareyJournal of Cancer Education
Drivers
Content
There’s a large opportunity for brands to create relevant and meaningful content to deepen
and surround their brand promise via the TV. Consumers can access educational content, games, or
virtually any type of brand relevant content.
Technology
Bill Gates predicted in the 1990s that edutainment would emerge when convergence technology was sufficiently developed and available to the masses. Today, this is a reality through Mobile,
Interactive TV & the Internet
Edutainment in action
Built “the Soul City Edutainment Model” – expanded into
nine African countries
America’s Army – Realistic Army Combat + “Go Army” Recruitment
Are we educating in the right way?
Multiple doors
Different ways for consumers to find you
Connect“Give your eager and enthusiastic customers multiple ways to find you, connect with you and talk about you.”
-Sheila ScarboroughSocial media journalist
Multiple doors• Using different mediums to help your consumers find you is nothing new
• It is, however, growing and evolving with evolution of the internet and social networking
• For example, when someone becomes a fan of your Facebook page, a note to that effect goes onto that individual’s personal profile page, meaning you have a new link to many different users
• Using different URLs or links with different meaning but the same result, different people can be reached
• IE Different messages that lead to the same destination
Multiple URLs
Campaign
Summary
• It’s up to you
• These trends are REAL
• Choose one, make it happen
