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How you can take advantage of the best time in history to gain market share A guide to  leading your market
Areas covered ,[object Object],[object Object],[object Object],[object Object],[object Object]
The current business  climate is unforgiving ,[object Object],[object Object],[object Object],[object Object],http://www.adweek.com/aw/search/article_display.jsp?vnu_content_id=1003658204,  The Ultimate Sales Machine  by Chet Holmes, Portfolio 2007, Dun & Bradstreet 2002
The “numbers” can lead us  down the wrong path ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A cautionary fable for our times ,[object Object],[object Object],[object Object]
A self-fulfilling prophecy ,[object Object],[object Object],[object Object],[object Object]
[object Object],Copyright 2009 ABI Digital Solutions
Companies that did not cut marketing in the 1974 – 1975 recession  came out ahead ,[object Object],Source: ABP/Meldrum & Fewsmith study, 1979
Companies that increased marketing in the 1981 – 1982 recession took a lead that lasted  years ,[object Object],Source:  McGraw-Hill Research. Laboratory of Advertising Performance Report 5262 New York: McGraw-Hill, 1986
"The keys to gaining market share in a recession seems to be spending money and adding to staff. Firms that increased their budgets and took on new people were twice as likely to pick up market share.”  Management Review survey of firms in the 1990 – 1991 recession Source: Greenburg, Eric Rolfe. "Fortune Follows the Brave," Management Review, January 1993 Copyright 2009 ABI Digital Solutions
Why Would this Be? ,[object Object],[object Object],[object Object]
“ When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.” Henry Ford Copyright 2009 ABI Digital Solutions
“ Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them.  The company courageous enough to stay in the fight when everyone else is playing safe can bring about a dramatic change in market position.” Advertising as an antirecession tool Harvard Business Review Source: Dhalla, Nairman K. "Advertising as an antirecession tool," Harvard Business Review, Jan.-Feb. 1980 Copyright 2009 ABI Digital Solutions
So to be successful, all you have to do is advertise, right? ,[object Object],[object Object]
Consumers today are harder to reach ,[object Object],[object Object],[object Object],[object Object],[object Object],The Arbitron Outdoor Study:,  http://www.oaaa.org/pdf/ArbitronOutdoorStudy.pdf, IBM survey, http://newteevee.com/2007/08/22/surprise-surprise-tv-viewing-is-declining/
People receive so many commercial messages they tune them out ,[object Object],[object Object],Source: Source:   Experience the message  by Max Lenderman. 2005 (published by Basic Books), http://books.google.com/books?id=cl4vMxzcW84C&pg=PA19&lpg=PA19&dq=%22Thirty+years+ago,+the+average+American+was+targeted+by+560+daily+ad+messages%22&source=bl&ots=ywf5f8-dbm&sig=1SMIO8-G7op3Sx9hwvJOZ_sJ-Mk&hl=en&ei=LXKkSYCbComQtQPEu7WgAg&sa=X&oi=book_result&resnum=1&ct=result#PPA19,M1  , CAUGHT IN THE CLUTTER CROSSFIRE: YOUR BRAND. By: Creamer, Matthew, Klaassen, Abbey, Advertising Age, 00018899, 4/2/2007, Vol. 78, Issue 14  BUY ACME! BUY ACME! BUY ACME! BUY ACME!
It costs more than ever to  reach consumers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ad cost increases since mid-1960’s
Magazine circulation has been falling for years Source: http://www.foliomag.com/2008/why-consumer-magazine-circulation-levels-are-still-too-bloated#   ,[object Object]
Super Bowl advertising costs have doubled since 1999 Source: ZdnetNews 1/2001, http://www.reuters.com/article/rbssTechMediaTelecomNews/idUSN0644484220080506
Don’t look to the Internet to reach your dwindling audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ziff Davis Smart Business,  March, 2001,  BusinesWeek Nov. 12, 2007 
Many marketing executives today are keeping  tight reins on their advertising budgets ,[object Object],[object Object],[object Object],Source:  Association of National Advertisers survey released 2/10/2009 ,  http://www.ana.net/news/content/1622, http://www.businessweek.com/magazine/content/04_50/b3912109.htm?chan=search, http://www.mediaweek.com/mw/content_display/special-reports/mediaweek-forecast/e3i8984cd09f9fc983651aaf8eb5b71c8ed
Drop in ad spending Source:  Association of National Advertisers survey released 2/10/2009 ,  http://www.ana.net/news/content/1622, http://www.businessweek.com/magazine/content/04_50/b3912109.htm?chan=search, http://www.mediaweek.com/mw/content_display/special-reports/mediaweek-forecast/e3i8984cd09f9fc983651aaf8eb5b71c8ed, http://www.kiplinger.com/businessresource/forecast/archive/Firms_Slash_Ad_Budgets_in_2009_081219.html
Marketing best practices that effectively increase your sales even in tough economic times
Consistent care and attention yields spectacular results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is exactly  like black bamboo ,[object Object]
The ultimate goal of marketing is top of mind awareness ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top of mind choices A $400,000 study shows what gives you top of mind…   Source: The Ultimate Sales Machine  by Chet Holmes, Portfolio 2007
The Seven Musts of Marketing ,[object Object],Advertising Company brochure Education Direct mail Public relations Internet Personal contact Advertising/ Signage Education/ Trade Show Direct Mail Public Relations Internet Personal contact Company brochure Consistent Theme/ Slogan Impressions { Conflicting and Varying Messages Source: The Ultimate Sales Machine  by Chet Holmes, Portfolio 2007
What creates the  most top of mind awareness? ,[object Object],[object Object],[object Object],[object Object],Source: The Ultimate Sales Machine  by Chet Holmes, Portfolio 2007
#1 rule: be “Distinctive” ,[object Object],[object Object],[object Object],In The Corporate Jungle, Identity Is Everything! Communicating  By Design Source: The Ultimate Sales Machine  by Chet Holmes, Portfolio 2007
Reach people’s emotions  with rich imagery ,[object Object],[object Object],[object Object],[object Object],Source: “Measuring Emotional Response to Advertising,” ARF/AAAA MI4 Initiative, 2005,  Engagement: Understanding Consumers Relationship with Media, www.magazine.org/engagement, http://www.psychologicalscience.org/pdf/ps/Lerner.pdf
Color gets more attention ,[object Object],[object Object],[object Object],[object Object],Source: Advertising Positioning, the MPA Research Newsletter No. 60
How to attract a lot more buyers and increase and improve your branding
Your customers are increasingly on the road ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heavy commuters  have money and families ,[object Object],[object Object],[object Object],Source: The Arbitron Outdoor Study:  Outdoor Media Consumers and Their Crucial Role in the Media Mix,  http://www.oaaa.org/pdf/ArbitronOutdoorStudy.pdf
Do you want an upscale demographic? ,[object Object],Source: The Arbitron Outdoor Study:  Outdoor Media Consumers and Their Crucial Role in the Media Mix,  http://www.oaaa.org/pdf/ArbitronOutdoorStudy.pdf
Big business understands the power of outdoor advertising ,[object Object],[object Object],[object Object],Source: OAAA Survey
Be strategic in spending your  marketing dollars – outdoor  advertising has the lowest CPM Source: OAAA http://www.oaaa.org/marketingresources/factsandfigures/mediacomparison.aspx  
Some options in  outdoor advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://www.oaaa.org/outdoor/facts/number.asp
Outdoor advertising increases brand awareness and positive perception ,[object Object],[object Object],[object Object],[object Object],Source: MediaVehicles 2/2001 With outdoor advertising Without outdoor advertising Brand awareness
Reach your customers  wherever they drive ,[object Object],[object Object],[object Object],http://www.pbs.org/fmc/timeline/dsuburb.htm, http://www.oaaa.org/outdoor/sales/history.asp, http://www.wiu.edu/art/courses/handouts/billboardimages/billboards.htm, Haworth Media, http://www.post-gazette.com/pg/06107/682801-53.stm
[object Object],You may have a fleet of potential billboards on wheels
An ad on a large truck is as big  as a traditional roadside billboard ,[object Object],[object Object],Source: OAAA
Truckside visibility can’t be beat ,[object Object],[object Object],Source: OAA
The Great News! ,[object Object],[object Object],Source: OAA
Drawing Them In * Billboards * Vehicle Graphics * On Premise Signs
Outside on-premise signs attract new-comers and remind current ones ,[object Object],[object Object],Source: http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/understand.html
Signs make people aware  of your business Source: http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/understand.html ,[object Object],[object Object],Participants' Responses  Quick Service Food (% of responses)  Saw it (the sign) while passing 35% Always knew 29% Word of mouth 14% Advertising 10% All other 6% Don't know  6%
Inside and outside - Signs are critical to increasing profits ,[object Object],Source: California Electric Sign Association (CESA) and the International Sign Association (ISA)1995
Getting Closer * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs Why the Repetition?
Let people know where you are ,[object Object],[object Object],Source: http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/understand.html
Working for you 24/7 ,[object Object],Source: http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/understand.html
Signs remind passing customers on their way home from work ,[object Object],[object Object]
Where consumers stop on the way home from work ,[object Object]
Remind the 40% who decide to stop while on their way home ,[object Object]
Case Study: K. Hovnanian Homes ,[object Object],Source: Small Business Association, http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/belmont.html
Case Study: K. Hovnanian Homes ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Small Business Association, http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/belmont.html
Case Study: K. Hovnanian Homes ,[object Object],Source: Small Business Association, http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/belmont.html
Case Study: LUBY’S ,[object Object],[object Object],[object Object],Source: Small Business Association, http://www.sba.gov/smallbusinessplanner/start/pickalocation/signage/belmont.html
Ways to  triple sales with simple steps
70% of purchase decisions are made at the store itself ,[object Object],[object Object],[object Object],[object Object],Source: University of Florida Economics Department
CLOSE! * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs * In Store Signs
Signs stimulate the brain ,[object Object],[object Object],[object Object],Source:  “Measuring Emotional Response to Advertising,” ARF/AAAA MI4 Initiative, 2005,  Engagement: Understanding Consumers Relationship with Media, www.magazine.org/engagement, http://www.psychologicalscience.org/pdf/ps/Lerner.pdf, Martin Lindstrom, Author of  Buyology (2008 , MSNBC.com
Excite your customers and watch sales soar ,[object Object],[object Object],[object Object],[object Object],Source: Entrepreneur.com
Point of Purchase * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs * In Store Signs * Point of Purchase Signage
Signs can suggest add-ons and upgrades ,[object Object],Source: California Electric Sign Association (CESA) and the International Sign Association (ISA)1995
More signs = Increased revenue ,[object Object],[object Object],[object Object],[object Object],Source: International Sign Association (ISA)1995
Permanent adhesive floor graphics increase sales, the ultimate measurement of customer attention ,[object Object],[object Object],[object Object],Source: Media Life Magazine, http://www.medialifemagazine.com/news2001/nov01/nov19/1_mon/news5monday.html
The I.S.E.E. Formula ,[object Object],[object Object],[object Object],[object Object]
Inform ,[object Object],[object Object],[object Object],[object Object]
SELL ,[object Object],[object Object],[object Object]
EDUCATE ,[object Object],[object Object],[object Object],[object Object]
ENTERTAIN! ,[object Object],[object Object]
Signage can set the entire tone  for your business
How to brand better, more effectively and more interestingly than any of your competitors.
Origins matter ,[object Object],[object Object]
Color match challenges with large scale equipment ,[object Object],[object Object],[object Object]
The Power of  C O L O R ,[object Object],[object Object],[object Object],Source: www.newdream.org
Blue is the color of trust. Blue also feels cooling and thirst-quenching. Source: The Psychology of color Copyright 2009 ABI Digital Solutions
Red   is the color of excitement,  speed, danger and passion Source: www.webreference.com Copyright 2009 ABI Digital Solutions
Yellow  says “warmth and happiness” Source: The Psychology of color
Orange   says “affordable” – but not cheap Source: The Psychology of color Copyright 2009 ABI Digital Solutions
Source: The Psychology of color Copyright 2009 ABI Digital Solutions Green   says: “abundance, nature and freshness”
Source: The Psychology of color Pink ,   teal ,   light blues  and   navy   appeal to shoppers on a budget
Copyright 2009 ABI Digital Solutions The purpose of grand scale graphics is to catch the eye – Can your printer deliver?
Can they handle lighted signs?
Stadium and street graphics?
Wall graphics?
Point of purchase?
Billboards?
Window wraps?
Vehicle wraps of all sizes?
Exhibition and trade show signs?
Unusual custom jobs?
Graphics that set a tone?
And now a word from our sponsor
  Every image in this presentation was  real job for real ABI Client ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Just a few of our satisfied clients AIDS Foundation of Houston American Heart  Assoc.  Anheuser-Busch Bacardi USA Baker Hughes Best Western Big Brother Big Sister Blue Bell Ice Cream Caldwell Banker Capital Farm Credit Cavenders Boot City CBS (CBS Coutdoor) Centex Homes Century 21 Champion Exposition Chili’s CitiBank Clear Channel Outdoor Comcast Comfort Inn and Suites Conference USA Conn’s Appliances Country Music Hall of Fame Country Music Association CVS Pharmacy Dairy Queen Dallas Symphony Orchestra Darque Tan David Weekly Homes Days Inn Derse Exhibits Disney Exhibitsgroup/Giltspur Fast Signs Fiesta Mart Foundation for a Better Life Fox Gambrinus Company  (Shiner Bock Beer) GES Gold’s Gym Hilton Garden Inn
A few more of our  satisfied clients Holiday Inn Houston Astros Houston Chronicle Houston Food Bank Houston Museum of Natural Science Houston Raceway Park Houston Museum of Fine Arts Houston Texans Houston Rockets Houston Zoo Howard Johnson IKEA IMAX Theater James Coney Island Kroger La Quinta Landry’s Restaurants Laredo National Bank Lennar Mattress Firm Midas Miller Brewing Motel 6 Murphy’s Deli Neiman Marcus Panera Bread Perry Homes Quality Inn REMAX Rice University Ryland Homes Salvation Army Sam Adams Sign-a-rama Silestone Six Flags Sleep Inn Sonic Speedy Stop St. Pete Times Forum Subway Super 8 Texas A&M University of Houston University of Kansas US Airways US Bank Woodforest bank XM Satellite Radio    
Our clients say it best
Don’t take our word for it ,[object Object],[object Object],[object Object],[object Object],[object Object]
Let us make you look good ,[object Object],[object Object],[object Object],“ Revenue-generating digital printing solutions from the earth’s most education-based, customer-centric provider”

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Gain Market Share During Downtimes

  • 1. How you can take advantage of the best time in history to gain market share A guide to leading your market
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. "The keys to gaining market share in a recession seems to be spending money and adding to staff. Firms that increased their budgets and took on new people were twice as likely to pick up market share.” Management Review survey of firms in the 1990 – 1991 recession Source: Greenburg, Eric Rolfe. "Fortune Follows the Brave," Management Review, January 1993 Copyright 2009 ABI Digital Solutions
  • 11.
  • 12. “ When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.” Henry Ford Copyright 2009 ABI Digital Solutions
  • 13. “ Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them. The company courageous enough to stay in the fight when everyone else is playing safe can bring about a dramatic change in market position.” Advertising as an antirecession tool Harvard Business Review Source: Dhalla, Nairman K. "Advertising as an antirecession tool," Harvard Business Review, Jan.-Feb. 1980 Copyright 2009 ABI Digital Solutions
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Super Bowl advertising costs have doubled since 1999 Source: ZdnetNews 1/2001, http://www.reuters.com/article/rbssTechMediaTelecomNews/idUSN0644484220080506
  • 20.
  • 21.
  • 22. Drop in ad spending Source: Association of National Advertisers survey released 2/10/2009 , http://www.ana.net/news/content/1622, http://www.businessweek.com/magazine/content/04_50/b3912109.htm?chan=search, http://www.mediaweek.com/mw/content_display/special-reports/mediaweek-forecast/e3i8984cd09f9fc983651aaf8eb5b71c8ed, http://www.kiplinger.com/businessresource/forecast/archive/Firms_Slash_Ad_Budgets_in_2009_081219.html
  • 23. Marketing best practices that effectively increase your sales even in tough economic times
  • 24.
  • 25.
  • 26.
  • 27. Top of mind choices A $400,000 study shows what gives you top of mind… Source: The Ultimate Sales Machine by Chet Holmes, Portfolio 2007
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. How to attract a lot more buyers and increase and improve your branding
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. Be strategic in spending your marketing dollars – outdoor advertising has the lowest CPM Source: OAAA http://www.oaaa.org/marketingresources/factsandfigures/mediacomparison.aspx  
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. Drawing Them In * Billboards * Vehicle Graphics * On Premise Signs
  • 47.
  • 48.
  • 49.
  • 50. Getting Closer * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs Why the Repetition?
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60. Ways to triple sales with simple steps
  • 61.
  • 62. CLOSE! * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs * In Store Signs
  • 63.
  • 64.
  • 65. Point of Purchase * Billboards * Vehicle Graphics * On Premise Signs * On Premise Signs * In Store Signs * Point of Purchase Signage
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74. Signage can set the entire tone for your business
  • 75. How to brand better, more effectively and more interestingly than any of your competitors.
  • 76.
  • 77.
  • 78.
  • 79. Blue is the color of trust. Blue also feels cooling and thirst-quenching. Source: The Psychology of color Copyright 2009 ABI Digital Solutions
  • 80. Red is the color of excitement, speed, danger and passion Source: www.webreference.com Copyright 2009 ABI Digital Solutions
  • 81. Yellow says “warmth and happiness” Source: The Psychology of color
  • 82. Orange says “affordable” – but not cheap Source: The Psychology of color Copyright 2009 ABI Digital Solutions
  • 83. Source: The Psychology of color Copyright 2009 ABI Digital Solutions Green says: “abundance, nature and freshness”
  • 84. Source: The Psychology of color Pink , teal , light blues and navy appeal to shoppers on a budget
  • 85. Copyright 2009 ABI Digital Solutions The purpose of grand scale graphics is to catch the eye – Can your printer deliver?
  • 86. Can they handle lighted signs?
  • 87. Stadium and street graphics?
  • 92. Vehicle wraps of all sizes?
  • 93. Exhibition and trade show signs?
  • 95. Graphics that set a tone?
  • 96. And now a word from our sponsor
  • 97.
  • 98. Just a few of our satisfied clients AIDS Foundation of Houston American Heart Assoc. Anheuser-Busch Bacardi USA Baker Hughes Best Western Big Brother Big Sister Blue Bell Ice Cream Caldwell Banker Capital Farm Credit Cavenders Boot City CBS (CBS Coutdoor) Centex Homes Century 21 Champion Exposition Chili’s CitiBank Clear Channel Outdoor Comcast Comfort Inn and Suites Conference USA Conn’s Appliances Country Music Hall of Fame Country Music Association CVS Pharmacy Dairy Queen Dallas Symphony Orchestra Darque Tan David Weekly Homes Days Inn Derse Exhibits Disney Exhibitsgroup/Giltspur Fast Signs Fiesta Mart Foundation for a Better Life Fox Gambrinus Company (Shiner Bock Beer) GES Gold’s Gym Hilton Garden Inn
  • 99. A few more of our satisfied clients Holiday Inn Houston Astros Houston Chronicle Houston Food Bank Houston Museum of Natural Science Houston Raceway Park Houston Museum of Fine Arts Houston Texans Houston Rockets Houston Zoo Howard Johnson IKEA IMAX Theater James Coney Island Kroger La Quinta Landry’s Restaurants Laredo National Bank Lennar Mattress Firm Midas Miller Brewing Motel 6 Murphy’s Deli Neiman Marcus Panera Bread Perry Homes Quality Inn REMAX Rice University Ryland Homes Salvation Army Sam Adams Sign-a-rama Silestone Six Flags Sleep Inn Sonic Speedy Stop St. Pete Times Forum Subway Super 8 Texas A&M University of Houston University of Kansas US Airways US Bank Woodforest bank XM Satellite Radio    
  • 100. Our clients say it best
  • 101.
  • 102.

Notas do Editor

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  2. ABI Digital Solutions Rollout
  3. ABI Digital Solutions Rollout
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