Transcript Top Marketing Pitfalls

Entrepreneurial Marketing
Mike Harris
MEET U.S.
March 2007
What Has Happened To Our World?
Terabytes
We are deluged with information!
More content from 1999 to 2005 than
the previous 40,000 years combined
40,000BCE
cave paintings
bone tools
3500
writing
0 C.E.
paper 105
1450
printing
1870
electricity, telephone
transistor 1947
computing 1950
Late 1960s
Internet
1993
The Web
1999
Source: School of Information Management and Systems, Berkeley.
2005
What’s The Difference Between Consumer &
B2B Marketing?
Consumer marketing is all about
attractiveness & immediacy
B2B marketing is all about explanation
& ROI (return on investment)
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Great ME Marketing
 Splash sponsors Amr Diab Dubai concert
 Splash wins gold in ‘Fashion & Art’ category at the
UAE Web Awards 2006
 Splash unveils its winter collection
 Splash launches new winter collection at Mecca Mall
 Splash enters Forbes Arabia Top 40 Arab Brands List
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ME Marketing Resources
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•
•
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http://www.middleeastmediaguide.com/consumer.htm#news
http://www.ameinfo.com/business-web-index/
http://business.maktoob.com/advertising
http://www.goingtomeet.com/conventions
http://www.mondotimes.com
http://www.gmr-online.com
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ME Marketing Trends
"As tempted as I am to talk about progressive marketing, new communication
avenues, digital explosion, etc. I hope that 2007 will get us more in touch with our
consumers by primarily being able to accurately measure our communication
effectiveness ... starting from the basics."
- Philip Jabbour, SMG group director - Marketing and New Business Development
"The branding game is stepping up a notch in the Gulf. We are moving beyond the
logo into a new space which is called brand lead business change."
- Hermann Behrens, managing director Middle East, Enterprise IG
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ME Marketing Trends
“I think the single most predicted change for 2007 is returning to having fun with
marketing and taking risks with it. We are noticing more marketing managers and
brand managers are taking risks with their communication strategies, which creates
ample room for brand differentiation and innovation, and I believe this will generate a
more interesting holistic approach to marketing in general, which will, in turn, create
higher engagement for consumers.”
- Dana Adhami, media strategist, Catch Interactive
"PR will continue to be seen as the necessary evil and will continue to play second
fiddle to advertising and traditional marketing. However, sector-focused PR will allow
agencies to charge premium such as telecoms, financial, oil & gas etc. Generic PR
firms will not be able to withstand this pressure and so will try to create small units
within their setups to cater for the need for more specialised knowledge."
- Wael Al-Lawati, deputy CEO, The Wave Muscat
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ME Marketing Trends
“The most apparent trend evolving in Saudi is the shifting of women's social
gatherings from homes to outside venues such as coffee shops, restaurants, malls
etc. This is more apparent among the educated women of B,C1,C2 social classes
across all ages.”
- Rawia Al Shabi, researcher and moderator, KSA
"As the market grows, agencies themselves are going to face increased
competition from international incomers and local start-ups. The agencies that
thrive are likely to be those that can demonstrate full solutions to clients' marketing
problems using the best ideas, rather than offering 'just' advertising or design or
PR."
- Simon Chapman, general manager Saatchi & Saatchi, Kuwait
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ME Marketing Trends
Egyptian blogger jailed
An Egyptian court has sentenced an internet blogger to four years' prison for
insulting Islam and the president, the BBC reports. Abdel Kareem Nabil was
prosecuted for using his weblog to criticise the al-Azhar university, and calling
President Hosni Mubarak a dictator. It is the first prosecution of a blogger in the
country.
Egypt: Thursday, February 22 - 2007 at 16:02
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Pay Attention to Culture
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Pay Attention to Rules
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Respect The Values
Homosexuality
• No references to homosexuality can be made in ads. However shows like Will and Grace can be
seen on TV.
Witches, Magicians, Vampires or aliens
• Any connotation to supernatural can be considered as another God like force, therefore it's a nono.
Drugs
• Drugs, alcohol or even a champagne glass can not be shown in advertising. Unless it's an anti
campaign.
Animals
• Although I know many Arab Muslims keep and love dogs, generally dogs are considered dirty,
therefore there are no puppies or golden retrievers in the ads. There can be many other borderline
issues with other animals as well, such as fish means christianity, crow means death or
chameleons mean hypocrisy.
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Internet & The ME
INTERNET USERS IN THE MIDDLE EAST AND IN THE WORLD
MIDDLE EAST
REGION
Total in Middle
East
Population
( 2007 Est. )
Pop. %
of
World
Internet Users,
Latest Data
% Population
(Penetration)
Usage
% of
World
Use Growth
(2000-2007)
193,452,727
2.9 %
19,382,400
10.0 %
1.8 %
490.1 %
Rest of the World
6,381,213,690
97.1 %
1,074,147,292
16.8 %
98.2 %
200.3 %
WORLD TOTAL
6,574,666,417
100.0 %
1,093,529,692
16.6 %
100.0 %
202.9 %
NOTES: (1) Internet Usage and Population Statistics for the Middle East were updated on Jan. 11, 2007. (2) Population
numbers are based on data contained in world-gazetteer.com (3) The most recent usage stats come mainly from data
published by Nielsen//NetRatings , ITU , Computer Industry Almanac and other trustworthy sources. (4) Data on this
site may be cited, giving due credit and establishing an active link back to InternetWorldStats.com . Copyright © 2007,
Miniwatts Marketing Group. All rights reserved.
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Internet & North America
NORTH AMERICA INTERNET USERS AND POPULATION STATS
NORTHERN
AMERICA
North America
Only
Rest of the
World
WORLD TOTAL
Population
( 2007 Est. )
334,538,018
6,240,128,399
6,574,666,417
% Pop.
of
World
Internet Users,
Latest Data
5.1 %
% Penetration
%
Usage
of
World
Use Growth
( 2000-2007 )
232,057,067
69.4 %
21.1 %
114.7 %
861,472,625
13.8 %
78.8 %
240.7 %
1,093,529,692
16.6 %
100.0 %
202.9 %
94.9 %
100.0 %
NOTES: (1) Internet Usage and Population Statistics for North America were updated on Jan. 11, 2007. (2) Population
numbers are based on data contained in world gazetteer. (3) The most recent usage comes mainly from data
published by Nielsen//NetRatings , by ITU , and other local sources. (4) Data on this site may be cited, giving due
credit and establishing an active link back to Internet World Stats © Copyright 2007, Miniwatts Marketing Group. All
rights reserved.
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Too Many Choices
Yesterday:
3 TV Networks
Handful of Radio Stations
Today:
Hundreds of TV Stations
Hundreds of Radio Stations
Millions of Web Sites
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How We’re Evolving
CHOICE
CONTROL
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Television
Number of Cable networks in the U.S:
1994 – 106
2007 – 400+
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More Choice, Control
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New TV: TIVO & DVR
Sales of integrated digital video
recorders will grow to 27.3
million in 2008…
Bringing the total number of
integrated DVR users to 71.5
million.
Time shifting becomes a way of life
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Changes in Radio
150 channels (no ads)
7 million subscribers
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The Internet
Netscape – 12 Years Old
81% of consumers now have
access to the Internet
48% of people with home
Internet access have broadband
The Web is the new “Daytime
Television”
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“Do It Yourself Marketing”
People spend 15% of
their time online. But,
the average corporate
media plan allocates
only 3-5% to online
marketing.
How much do you do?
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Organic Listings
Paid Listings
Dealer Website
Dealer Website
Dealer Website
Dealer Website
iPod iControl
Go to iTunes
Go to Podcasting
Select a show
Schedule downloads
Put on iPod
Listen in car or anywhere else
No radio!
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Better & Cheaper Marketing
Hundreds of TV choices
Programming how and when you want it
Commercial free radio
DIY Web marketing: Ads and PR
Easy to build daily Web sites
Audio delivered like newspapers
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Guerrilla Marketing
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Guerrilla Marketing
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Principles
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Principles
• find ways to make yourself known at all times – chat
rooms, forums, discussion boards, e-mail, radio,
magazines, Yellow Pages
• be aware of opportunities to make your product
known at all times and act on them
• continually marketing – ‘360 degree marketing’
• always looking to make contacts and develop
networks – importance of relationships
• don’t offend prospects or turn them off
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Advantages:
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Advantages
• because of small scale nature can be adapted
quickly, relatively easy to respond to change
• one of the founding principles – ideal for firms who do
not have massive marketing budgets
• designed to reach the target market – reduces waste
and ineffectiveness
• many of the methods simple and easy to use and
implement – ideal for the smaller business
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Non-traditional advertising methods
Podcasting
YouTube.com
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Non-traditional methods
The Internet:
Google AdWords & paid search
Using Internet technology – getting your
name high up in search engines
Offer webinars, white papers, demos, etc.
Internet advertising
Blogging, podcasting
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Non-traditional methods
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•
•
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Web sites – easy and cheap to set up
24 hour availability and contact
Google adwords & paid search
Use internet technology [esp. SEO!!]
Offer webinars, white papers, demos, etc.
Blogging, podcasting
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Non-traditional methods
• Stickers – can be put anywhere – especially in the
target area
• Actors, actresses, musicians
• Write on the sidewalk or parking lot
• Product give-aways
• Games
• Serial stories
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Non-traditional methods
• Offering free demonstrations and talks – gets you
and your product known
• Offering free consultations
• Finding a way of generating mystery and intrigue to
involve consumers
• Putting people of similar interests & ages together to
generate interest in the product
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Word of Mouth
•
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•
•
•
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Networking is where it’s at – BE VISIBLE!!!
Create a buzz – do something clever & unusual
Viral e-mail campaigns
Telephone or visit journalists, industry influencers
Start with your product or service and move outward
Ask everyone for ideas on how to spread word of
your product or service
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Top Marketing Pitfalls
1.
2.
3.
4.
Posturing vs. Positioning
Believing Marcom Is Marketing
Underpowering Marketing Dept.
Quantity does not work! Targeting
works
5. Know what works for your targets
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Posturing vs. Positioning
Minds Can’t Cope
Minds Are Limited
Minds Hate Confusion
Minds Are Insecure
Minds Don’t Change
Minds Can Lose Focus
The New Positioning – Trout & Rivkin
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Believing that Marcom is Marketing
Advertising
Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
Print &
broadcast
Contests,
sweeps
Press kits
Sales present.
Website
Packaging
Premiums, gifts
Conferences
Incentive prog.
Catalogs
Brochures
Trade shows
Briefings
Samples
Telemarketing
Posters, leaflets
Exhibits
Sponsorships
Fairs,
conferences
Web marketing
Directories
Demos
Cont. articles
TV shopping
Reprints
Coupons
Community
Fax mail
Billboards
Rebates
Lobbying
E-mail
Display signs
Channel
promos
Events
Voicemail
POP displays
Seminars
A/V materials
Logos, taglines
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Believing that Marcom is Marketing
Marcom = 10%
People
coaching
Everything Else = 90%
Gathering market
intelligence
Forming
strategy
Driving campaigns
Agency management
Customer relationships
Managing pricing
Generating investor interest
Driving new product/service intros
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Under Powering the Marketing Department
Most Problematic Marketing Campaign Challenges
Establishing a single view of the customer
Measuring campaign ROI
Lacking tools to monitor the marketing process
Lacking information on customer profitability
Implementing technology in a timely manner
40% 42% 44% 46% 48% 50% 52% 54% 56%
Source: Insight Driven Marketing Report, Accenture
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Know What Works!
Ranking Of Marketing Tools To Influence Purchase
Vendor Website
Vendor Sales In-Person
IP Portal
Consultant
Trade Publication
Vendor Inside Sales
Retailer
Tradeshow/Conference
Online Publication
Direct Mail
Online ROI Tools
Vertical Publications
Sponsored Seminar
Procurement List
White Papers
Email Newsletters
0%
5%
10%
Source: IT Marketing Metrics Guide [Marketing Sherpa]
15%
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20%
25%
30%
35%
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Resources For Entrepreneurs
1. Websites
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http://marketingsherpa.com
http://marketingpilot.com
http://ecommercetimes.com
http://marketingvox.com
http://marketingprofs.chtah.com
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Resources For Entrepreneurs
2. Websites
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http://imninc.com
http://eep.com
http://e.mckinseyquarterly.com
http://cmomagazine.com
http://cmocouncil.org
http://paloaltosoftware.com
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