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Me and my brand
When it comes to marketing disciplines, in the past 12
months I have spent the most money on:
Traditional media (newspaper, TV, radio, OOH) ..................... 51.4%
Online and websites ................................................................ 21.2%
Point of Sale ..............................................................................8.2%
DM/fax mail .............................................................................. 6.1%
PR .............................................................................................. 5.7%
Sponsorship ..............................................................................3.9%
Other ......................................................................................... 3.4%
Mobile (SMS, podvertising) ..................................................... 0.0%
When it comes to new marketing media, in 2008 I will
spend the most money on:
Broadband advertising ...........................................................35.2%
Social media (online communities, CGM) ....................................24.0%
Viral marketing .........................................................................15.1%
Other ........................................................................................8.9%
Mobile (SMS, podvertising) ...................................................... 7.3%
WOM .......................................................................................... 7.3%
Advergaming ..............................................................................1.1%
Blogs ..........................................................................................1.1%
Are you embracing social media? (Facebook, MySpace,
YouTube)
Still testing ..............................................................................45.3%
Not at all ..................................................................................30.7%
It’s already part of my core marketing efforts ........................24.0%
In the area of innovation, where does the majority of
your focus lie?
Customer-action related .........................................................43.6%
Product innovation ..................................................................35.2%
Improving process .................................................................. 21.2%
sayitwithmusic.ca
STRATEGY’S FOURTH ANNUAL LOOK AT THE INDUSTRY
To reach the consumer in the immediate future, the
priority for my brand development will be:
Better execution of existing programs ................................... 31.8%
Build a better retail environment ............................................20.7%
Create a CRM strategy .............................................................17.9%
Better product innovation .......................................................11.7%
More innovative research (beyond focus groups) ...................11.7%
Other .........................................................................................6.2%
Facebook, everyone?
Seventy-six percent
of you are “still
testing” or “not at
all” embracing social
media. But brands like
P&G’s Pampers are
already doing it with
relative success.
In February 2007, the
diaper brand launched
babyjourneys.com,
an unmoderated
blog exclusive to this market as a forum for parents. One of the fi rst for
P&G Canada, it was based on the insight that “new moms are sometimes
isolated in the fi rst couple of years” of parenthood, starting in the latter
months of a pregnancy, says Lara Banks, external relations, P&G BabyCare.
With the Internet increasingly a way for people to gain information on
issues of health care, the brand’s Infl uencer Marketing team considered the
blog “a good way to reach out to people who are searching for answers.”
Banks says hundreds of thousands of Canadians have visited the site,
which consists of seven Canadian moms and dads from Alberta and
Ontario who represent fi ve stages of a baby’s development – pregnancy,
new baby, baby, toddler and preschooler. They aren’t paid, she says, but
given a “welcome basket” at the start of a year-long contract.
The effort has proved successful, not only in driving hits and unique users
to the site, but also in generating new registrants on Pampers.ca. NW
Digital Downloads. Custom CDs. Mobile Promotions.
Corporate Advertising. Sponsorship Opportunities. Reward Programs.
Increase brand awareness, create new business and inspire customer loyalty.
Warner Music invites you to utilize our content to reach your market and engage people
with your brand across various platforms.
Physical. Digital. Mobile. Broadcast.
Reach consumers your way… and SAY IT WITH MUSIC!
Contact Temi Kerr, Premium and Sync Business Development Tel (416) 758-1132 E-mail temi.kerr@warnermusic.com sayitwithmusic.ca