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All of the cool marketers are doing it digitally, but it doesn’t mean you should give up traditional marketing platforms. Hear why print media and face-to-face marketing are still valuable tools in advancing your brand. Also, learn how traditional marketing can complement digital and continue to be effective. What You Will Learn: Better understanding of consumer media consumption Learn how to make your current media work harder for you
Citation preview
How Old School Is Cool
Saturday, October 12, 2013
2:00pm – 2:50pm
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DISCLAIMER The opinions of the contributors expressed herein do not necessarily state or reflect those of the
National Association of Convenience Stores. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the National Association of Convenience Stores. The National Association of Convenience Stores makes no warranty, express or implied, nor does it assume
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Moderator Joe Hamza
VP Sales & Marketing
Tedeschi Food Shops, Inc.
Ira Gleser
President
Amplify Marketing Communications
Krista Lang
SVP, Executive Media Director
22squared
Speakers
How Old School Is Cool
Ira L. Gleser
Everything is Going “Old School"
Social Media Bingo
Traditional Media: Driving Traffic and Sales
Print OOH Radio
PR Direct
Signage
In-Store Merchandising
IMPRESSIONS
TRANSACTIONS
EXPRESSIONS
CONVERSATIONS
Consu ers
Associ tes
Sta eholders
Communi ies
Broadly Define
Your Market
M dia
M
A
R
K
E
T
Shoppe s
Don’t Forget Your Brand Lover!
Orchestrating Your Messages
ADVERTISING IS
BASED ON ONE THING:
- DON DRAPER
HAPPINESS.
How Old School Is Cool
Krista Lang
Engagement with the customer today isn’t just
pouring a message down on their head and hoping they
get wet. It really is understanding that you must be
present in a conversation when they want to have it, not
when you want to.
— Bob Thacker
former CMO of OfficeMax
Develop clear
communication
and
sales goals 1.
Plan around your
consumers
and
their behaviors 2.
Average time spent per day
(in minutes) with major media by U.S. adults
Digital =
316
minutes
(5:16)
Print =
32
minutes
(0:32)
Broadcas
t =
397
minutes
(5:57)
Total =
725
minutes
(12:05)
Source: eMarketer, Aug 2013
U.S. total ad spending (by media)
Ways in which U.S. smartphone and tablet owners
use gas and convenience apps/sites (by device)
Understand what
messaging should
reach your consumer
and
via what media
3.
As a major CDR’s budget grows, they don’t abandon
traditional media. They add digital to help augment
traffic driving media.
How one c-store is using digital media
Brand Promotion vs.
Effectively measure
what’s working
and
what’s not
4.
1. Embrace social media, but don’t forget traditional channels
2. Broadly define your M.A.R.K.E.T.
3. Turn your brand lovers into brand ambassadors
4. Create consistent messaging
5. Develop clear communication and sales goals
6. Plan around your consumers and their behaviors
7. Understand what messaging should reach your consumer
and via what media
8. Effectively measure what’s working and what’s not
404.347.8850
www.22squared.com
@kicka
@22squared
Thank you!
678.646.9116
www.amplifymc.com
@iragleser