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SWMG Inc Presentation to NSCC Students

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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 It encourages marketers to take advantage of this chance to change outdated approaches and reinvent branding, advertising, and consumer engagement.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.

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A time of “reset” You can’t go back to the old ways of Marketing February 15, 2009
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
“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
So who’s this guy?
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
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.
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
What I’ve done?
University of Regina Developed comprehensive recruitment package (designed publications, display material, and microsite) and direct ongoing social media efforts. Publications/Display Microsite Social Media
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
Propeller Brewery Developed the marketing plan and directed the new face for the Propeller brand – consumer and channel facing. Advertising Website
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
Atlantic Canada Cruise Association http://www.youtube.com/watch?v=Zz8NxjfG9FQ
Who out there has “reset” things?
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
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
Ashton Kutcher (Katalyst)
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
So what’s after this “reset”?
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
Questions?
Contact: Sean Williams (902)220-5945 williamsmarketing@ns.sympatico.ca @SWMGroup

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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
  • 13. Atlantic Canada Cruise Association http://www.youtube.com/watch?v=Zz8NxjfG9FQ
  • 14. Who out there has “reset” things?
  • 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
  • 19. So what’s after this “reset”?
  • 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