Independent SALES PROMOTION SPECIALISTS Stewart Hilton.

Independent SALES PROMOTION SPECIALISTS

Stewart Hilton

“I know you’ve been working on

this new product of yours for two years and now the damn thing’s perfect, but

for the last time, sales are down, the stock’s in the toilet and we’ve got no budget left! So

either make it work with what you’ve got, or park the bloody thing till

next year!”

By Stewart Hilton – Blue Chip Marketing

PRSampling

Outdoor

Magazine ads

Press ads

Total budget Up to £10m?

Times have changed

883 TV channels in UK (highest in Europe)

European Audio Visual Observatory Report – October 17th 2008

Magazine’s for every interest

69% of UK population using net every day

National Office of Statistics – 26th August 2008

62% of women with kids under 18European Interactive Advertising Association - 2007

76% of internet users are C1,C2, D,E

GfK Internet User Profile Survey – December 2006

Savvy consumers = harder to impress

The consumer is more difficult to reach

Money has never been tighter

‘When times are tough, build share’A.G Lafley – Procter & Gamble

A bigger sledgehammer is not for everyone

New for

2009

2008

Ideas for how to get noticed – FOR LESS!

1. Leverage your own portfolio

What’s it worth?

20m pack run (3 months)

33 opportunities to see front of pack

11 opportunities to see back of pack

£4 per ‘000 opportunities to see

Media value£3,520,000

Mindshare

2. Grab a partner

Kellogg’s Special K & Johnson’s PH 5.5

11% response / 500,000 targeted samples / £2m media value

McVitie’s & Anne Summers20,000 parties / 200,000 women / 480,000 samples

Monarch Airlines & Hed-KandiNew routes to Euro party capitals / CD’s sold on planes / joint

club events

3. Go direct to the customer

Technology is our

new best friend

But only if used well

2m emails sent every day in UK

70% are unsolicited

24: The Game50,479 emails / 39% click thru / 7,836 full experiences / 443,290

forwards!

Nike Playmaker

Lucozade ‘Edge’ mobile coupons

A word on coupons4.5 billion coupons in UK in 2007 (up 29%).

89% have used coupons in last 12 months.

69% of consumers ‘see coupons as a good opportunity to trial new products’.

Avg. redemption rate for ‘food + drink’ coupons is down to 2.2% (from 4.8% in 2005). Decline caused by huge increase in door drops by pubs and restaurants.

Door drop distribution up by 14% in 2007.

Door drop still very important – 8 out of 10 top advertisers have regular programmes.

Coupon door drops still importantBetter targeting / more creative print options / awareness

and trial

Jaffa Cakes ‘Empty Packs’

3 million homes

23% response rate(7 times industry average)

690,000 sales

£476,000 revenue

Creative for a range of issues / circ. up by 9.4% (versus target of 4%)

4. Use the power of

the people

Nike – Ronaldino ‘Crossbar’50m views globally / forums and discussions

Terry Tate – Office LinebackerStarted as as viral in 2001 – now Reebok’s big annual Superbowl

ad

Coke v/s Coke Zero

Dove Evolution$150m free exposure / 2 Grand Prix at Cannes / Best ROI ever?

Back by popular demand14,000 campaigners on Facebook and Bebo

Sweets on FacebookSend mobile coupons for chocolate to friends / Paypal / Paypoint

5. Focus on the biggest

wins

Gillette Fusion - $200m global launch

King of Shaves – Azor launch

6. ‘Event’ + PR

Branston Bean Poll750,000 taste tests / 75% taste preference / Free coverage on

Richard & Judy

Not valid on 3-for-2 Real discount only 7% on standard

Reach Toothbrushes - Italy€50,000 / 2 men / 5 days / a few toothbrushes / National coverage

250 on-line articles / 290m readers / 100,000 site visits / 25% sales target

New for

2009

Launch ideas for tougher times

1.Leverage your own portfolio.

2.Develop and exploit strong partnerships.

3.Go direct to your customers – Start now!

4.Recruit the public as your sales force.

5.Focus smaller budgets on your biggest wins.

6.Get creative to punch above your weight.

Alternatively…