Peste 150 de tineri din agenţii şi din departamentele de marketing ale clienţilor au luat parte,la evenimentul organizat de IAA Young Professionals pe tema strategiei şi eficienţei în comunicare, ce a avut loc joi, 12 martie, la IAA House. „Strategia, în mintea unui client, înseamnă atenţia coordonată a întregii echipe: de la agenţie la echipa de vânzări”, a spus Călin Clej. El le-a recomandat tinerilor prezenţi la eveniment să se folosească de „word-of-mouth” şi să încerce să-i angajeze pe consumatori în comunicarea cu brandul. De asemenea, le-a sugerat să pună în practică cele mai curajoase idei, profitând de circumstanţele unei „perioade pilot”. „Vă puteţi permite să pierdeţi consumatori loiali pentru că puteţi să-i recâştigaţi cu argumente legate de preţ. Lumea se uită acum la criterii raţionale”, a spus Marketingul Managerul PepsiCo. „Este momentul să vă daţi peste cap şi să veniţi cu lucruri absolut revoluţionare. Cei de pe poziţia mea abia aşteaptă să vadă şi altceva decât lacrimi, credit crunch şi dobânzi care cresc”. Cât despre propria strategie de marketing, Călin Clej a declarat că a reorientat o parte din bugetul de media spre activităţi care urmăresc rezultate pe termen scurt, cum ar fi promoţiile. El a adăugat că mediul online nu se numără printre cele mai eficiente canale de comunicare în perioada de criză, promovarea la raft fiind recomandată în acest caz. ---- copyright: Calin Clej; All rights reserved ----

1. Target audience: young proffessionals from marcomm, juniors / middle both from agencies and clients Key topics: 1 . What is Strategic Planning through the eyes/mind of a client (role, vision, aplicable definition in one phrase – personal touch) 2 . Effectiveness during crisis time / the “what if” paradigm from “optimistic” marketing model to the new one IAA Young Professional Forum March 12 th , Bucharest

2. It's the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people think about you. 1.

3. 2.

13. Digital

18. How is he/she feeling ? The financial crisis has given a new dimension to the consumption crisis Lost of trust and confidence in the ‘big institutions’ and some- how the blame that their greed is impacting deeply the way he/she will have to live and behave in the next 12-18 months. From denial to survival A quick shift from a state of ‘this will be shortly lived and we will be back to economic prosperity soon’ – to already measures in place ‘to help me get through this’ From feel good to feel sure/secure A strong sense of reassurance and guarantee in the way they spend every penny

20. Results of research conducted pre 2000 PIMS compared businesses that cut costs, maintained costs, and increased costs (as a % of market size) in the following cost areas, with the following results: Key question: how have the results for marketing, R&D, and new products stood the test of time? There are ~100 new recession + recovery observations up to 2003-7

21. During the recession, cutting or increasing marketing budget is likely to have a very similar effect on Capital Returns, but during market recovery the differences are staggering. ROCE During ROCE After Market Share After

23. R 2 = 0.74 0% 50% 100% -30% 0% 30% % losing share (354 brands grouped on the basis of relative ad spend) Media Pressure (Share of Voice - Share of Market) Investment in brand reduces risk of brand declines, even in tough economic times

24. Whereas investing disproportionately to market share can have significant gains both long and short term R 2 = 0.77 0% 100% -10 0 10 Media Pressure (Share of Voice - Share of Market) % gaining share (354 brands grouped on the basis of relative ad spend)

29. Difference categories would react differently based on the importance of the brand and price as purchase drivers Categories more vulnerable to Pure PRICE Purchasing LESS Price Driven Brand Very Important Brand Not That Important MORE Price Driven Categories less vulnerable to Pure PRICE Purchasing

30. Different categories would dictate different strategies… Mineral Water Motor Fuel Apparel IT Hardware IT Software Grocery Stores Airlines Plus how long is the inter-purchase interval? LESS Price Driven Brand Very Important Brand Not That Important MORE Price Driven Face Care Mobile Handsets Credit Cards Cars Luxury Cars Banks Insurance Fragrances Nappies Fast Food Beers Coffee Hair Care Detergents Deodorants Oral Care Body Care Soft Drinks Spirits Telecoms eCommerce