Marketing: How to stage a successful market launch tools, requirements, alliances, cost. Geneva 1 st December 2010
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1 Marketing: How to stage a successful market launch tools, requirements, alliances, cost Geneva 1 st December 2010
2 Christian Zimmer Managing Director Isobar Germany / leading the group s digital activities & innovations Member of the German & CE Board FOMA (German Digital Agency Union) spokesman 17 years experience in agencies (traditional/digital) Digital native starting with digital in 1997 Degree in communications 2
3 A Brief introduction into Aegis Media 3
4 Global organisation Aegis Group plc Marketing Research Media Brands (Media and Communication Consulting) Global Outdoor Specialists Global Full- Service Digital- Marketing- Network Sponsorship & Experiential Marketing 4
5 Aegis Media Group Germany integrated specialists Specialist Services Central Services Carat Wiesbaden Corporate Development Carat Hamburg Sponsorship IT Carat Düsseldorf Direct Einkauf Carat Berlin Finance 5
6 Aegis Media - International Organisation Employees Cities Countries EMEA Algiers Almaty Amman Amsterdam Athens Århus Bahrain Barcelona Beirut Belgrade Berlin Bilbao Bologna Bratislava Brussels Bucharest Budapest Cairo Cape Town Casa Blanca Copenhagen Damascus Doha Dubai Dublin Dusseldorf Edinburgh Florence Frankfurt Glasgow Gothenburg Hamburg Helsinki Istanbul Jeddah Kiev Kuwait City Lagos Lausanne Lille Lisbon Ljubljana London Madrid Malmo Manchester Marseille Milan Minsk Moscow Munich Muscat Odense Oslo Paris Porto Prague Riga Riyadh Rome Sarajevo Skopje Sofia Stockholm Talinn Tampere Tel Aviv Tirana Trondheim Tunis Turin Valencia Vienna Vilnius Warsaw Wiesbaden Zagreb Zurich Americas Atlanta Boston Chicago Dallas Los Angeles Memphis Montreal New York San Francisco Toronto Wilton Asuncion Bogata Buenos Aires Brasilia Caracas Guatemala City Lima Mexico City Montevideo Panama City Rio de Janiero San Juan San Salvador Santiago Santo Domingo Sao Paulo Asia Pacific Auckland Bangalore Bangkok Beijing Chengdu Christchurch Delhi Dalian Fuzhou Guangzhou Hanoi Hong Kong Jakarta Kuala Lumpur Manila Melbourne Mumbai Osaka Pune Seoul Shanghai Singapore Sydney Taipei Tokyo Wellington Wuhan In some markets Aegis Media is represented by strategic alliances 6
7 Our global clients 7
8 8
9 Strong increase in daily reach 100% 100% Online TV 75% 75% 50% 50% 25% 25% 0% % Gesamt Jahre Adults Jahre Adults Source: Tagesreichweiten Online: ACTA Tagesreichweiten TV: GFK, , 2010 nur Jan - Okt 9
10 Young target audiences change their media usage TZ net reach - Adults ,6 % TV net viewer - Adults ,4 % Digital - Net reach - Adults ,5% Quelle: ma Pressemedien II ( , 2010), TZ gesamt (überregionale Tages- und Wochenzeitungen + Kaufzeitungen + regionale Tageszeitungen und Kombinationen ohne Überschneidungen) Quelle : AGF/GfK Fernsehforschung; pc#tvaktuell; Fernsehp.(D)/Alle Ebenen/BRD gesamt; TV Gesamt 3-3 Uhr, kum. Seher in %, durchschn. Monat (60Sek. konsekutiv) Quelle : Acta, letzte Nutzung des Internets gestern 10
11 11
12 Successful Marketing Crucial for success: Touchpoint and Timing Message & Media Brand Target Audience 12
13 Advertising a Monster-Truck is easy 13
14 CCS Who are my most valuable clients? Who are my opinion leaders? How is their media habist / usage? 14
15 A day in a life of a Technology Leader (Mon-Fri) 16
16 Tech. Stylists 17
17 Every channel has its particular awareness and influencing strengths regarding product and brand perception Influence on attitude towards products and brands high low low Awareness high 18
18 Every channel has its particular awareness and influencing strengths regarding the purchase intention Influence on Purchase Intention high low low Awareness high Target group: Tech Stylists 19 Axes = Median CCS 2009/10
19 Capability of Impact: Interrelation of Awareness and Purchase Intention Target Group: Tech Stylists CCS 2009/10 20
20 Brand Equity on crucial success factor 21
21 It s not the price it s the impact 22
22 23
23 Questions? 24
24 Thank You! Christian Zimmer Isobar Germany Tel.: Mob.:
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