T4G's Paul Barter speaks to the RIC Centre on the changing nature of promotion from paid to owned and earned.

1. Give them something
to talk about
Paul Barter,
VP Research
@barterpaul
T4G.com

2. Product
Price
Place
Promotion
About those 4 P’s

3. Paid
Owned
Earned

4. The changing promotion mix:
Legacy Now
Paid
Owned
Earned

5. Website
• Its your most important owned asset
Tables stakes?
Your website.

6. What have the
big guys done?

11. What if you’re
not that big?

13. Owned Earned Broadcast

16. Traditional Media Follows

23. But

25. “I’ve got no brand loyalty. It’s all about
quality and price,” said Peter Cammara, a
Mazda3 driver who was doing research for his
next buy at February’s Toronto auto show.

26. The Earned Promotion Rules
Source: T4G.com

27. I guess you can test for everything, but some other celestial
bullet comes along and challenges your design. I agree that
the car performed very well under such an extreme test. The
batteries went through a controlled burn which the internet
images really exaggerates. Anyway, I am still a big fan of
your car and look forward to getting back into one.

28. What comes now?
1. Make great products
2. Tell your story your way
3. Owned & Earned first
4. Then paid
5. Listen & respond appropriately

29. Learn more:
http://tinyurl.com/stopadwaste

30. @T4G
http://t4g.com
Connect with us

31. We are built on a solid foundation with
great people who are creative, dedicated
and passionate about what they do.
Paul Barter
Vice President, Research
Paul.Barter@T4G.com
@BarterPaul
Thanks!