This document discusses the current economic recession as an opportunity for "resetting" marketing strategies. It encourages marketers to take advantage of this chance to change outdated approaches and reinvent branding, advertising, and consumer engagement. Examples are given of companies like Danone that have driven sales growth through "brand resets" involving new products. The author advocates differentiating from old ways of doing business and connecting with consumers from new perspectives, as demonstrated by brands and individuals who have successfully "reset" themselves, such as Shawn White, Ashton Kutcher's media company Katalyst, and Gary Vaynerchuk.
1 of 22
More Related Content
SWMG Inc Presentation to NSCC Students
1. A time of “reset”
You can’t go back to the old ways of
Marketing
February 15, 2009
2. What’s this “reset”?
• Thank you Richard Florida (and others)
• His/their position is that this recession is a
“great reset”
• A time of dramatic change and for people to
press the “reset” button
• Opportunity to start fresh and change the way
you do business
• Take advantage of it – don’t be afraid
• Re-invent ‘marketing’, ‘branding’, ‘advertising’,
‘PR’ and other means of consumer engagement
3. “Resetting” Yogurt?
“Danone’s Brand "Resets" Are Driving Sales
Growth Around The World”
New products have been important parts of what
Danone calls brand “resets” that are kindling continued
growth in many markets. The new items include Eco
Yoghurt in Russia, Danonino Yoghurt for kids in
Portugal and other markets, Activia breakfast mix-it-
yourself kits of yogurt and cereal in Bulgaria, Argentina,
and Brazil.
*Brandchannel – Feb. 15
5. Old School to New View
• Currently own my own company
• Worked at Bristol Group (3 years)
• Prior to move east, ran Nikon Canada’s
consumer and retail marketing
• Several years working for domestic and
international advertising agencies
– Leo Burnett, Dentsu, Padulo and Media Buying
Services (MBS)
– Worked with brands such as Rogers, Kraft, CIBC,
and Canon
• Started career at Molson in sales department
6. A generalist that’s a specialist
• Strategic and business planning
• Brand development/management
• Advertising and media planning
– print, outdoor, broadcast, online, etc.
• e-Marketing
– web development, social media, mobile, etc.
• “Other” Marketing
– promotions, contests, partnerships, loyalty programs,
sponsorships, etc.
• Communications
– marketing PR, media/community relations, etc.
• Market and consumer research
– quantitative and qualitative, online, etc.
7. My “reset”
• Moved to a part of Canada I knew nothing
about
• Set up my own business
• Looked beyond the ‘standard’ borders
• Approach things from the consumer point
of view
• Loyal to my client, no one else
9. University of Regina
Developed comprehensive recruitment package (designed
publications, display material, and microsite) and direct ongoing
social media efforts.
Publications/Display
Microsite
Social Media
10. Bell Aliant
Directed the development of a new student targeted initiative –
contest driven microsite – and support ongoing efforts with online
and social media advertising.
Microsite
Online Advertising
11. Propeller Brewery
Developed the marketing plan and directed the new face for the
Propeller brand – consumer and channel facing.
Advertising Website
12. Atlantic Canada Cruise Association
Developed a new brand strategy, along with an visual identity
and creative platform for Atlantic Canada and the organization
responsible for promoting cruising to this region.
Brand Development
Website
Channel
Marketing
15. Shawn White
• He’s not just some punk that skateboards
and snowboards
• He’s a brand that has built an empire
around him
• His sponsors are Red Bull, HP, Oakley,
Burton (since 7) and many other well
recognized brands
http://www.youtube.com/watch?v=e1Zoh2JC_XA
16. Ashton Kutcher (Katalyst)
• Movie Star? Cultural icon? Content
Creator? Marketer?
• He has raised his position well beyond
“actor”
• Took on CNN (twitter)
• Through his media company Katalyst,
creates content for multiple platforms
18. Gary Vaynerchuk
• Wine got this guy where?
• Creator of Wine Library TV – video
podcasts on wine
• Approaches the wine category in a very
non ‘standard’ way
• Released a book – “Crush it”
http://www.youtube.com/watch?v=EhqZ0RU95d4&featur
20. My suggestions
• Be different
– Think about things so differently it makes you
uncomfortable
• Make connections
– Connect with anyone, anytime, through all vehicles
• Keep learning
– Immerse yourself category information (i.e.
Mashable, IAB, Fast Company, Marketing Magazine,
etc.)
• Take chances
– You won’t know if it works if you don’t try it