More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

1. ative
Cre ting
M arke urn
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in Ec
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5. BUT WHAT TO CUT?

6. Creative Marketing
in a Downturn Economy

7. DON’T PANIC
Cut only what you
canʼt measure.
1

8. The biggest shift in a downturn is towards
accountable media this typically means a greater spend
ONLINE

9. The world has changed faster than marketing...
40
35
30
25
20
15
TV
Newspapers 10
Radio
5
Magazines
0
Internet
Ad money Time spent by consumers Influences brand/product choice

10. agile

12. 87%
of home buyers and sellers
search online for a home.
shifts to the web

13. Expose & explain
your brands & products
value for money.
2

15. rendre les screensots +
sexys dans tout le doc

18. Low cost trial

20. Right now, buy or lease
any new Hyundai, and if in the
next year you lose your income,
weʼll let you return it.
Thatʼs the Hyundai Assurance.

21. Leverage
your competitorʼs
3
investments.

25. 5200 free flights
to New-York

26. "It has always been Virgin's policy to encourage you
to fly to London for as little as possible.
So on June 10, we encourage you to fly British Airways.
As for the rest of the year, we look forward to seeing you
aboard Virgin Atlantic.
For the best service possible. At the lowest possible fare."

27. When F.W. Woolworth opened its first store, an established retailer hung out a sign:
Doing Business
in This Same Spot
for Over Fifty
Years.

28. Woolworth responded:
Established a Week Ago.
No Old Stock

29. 50,000.0
25,000.0
0
Juil 2008 I I Oct 2008
I April 2008 I I
I I Jan 2008 I
Lave linge vapeur (searched keyword : Steam wash machine)
Lave linge y (searched keyword : Whirlpool wash machine)
Lave linge x (searched keyword : LG wash machine)

32. Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
4
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure, Optimize
Measure,
Optimize
Measure, Optimize
....

36. Get the low
hanging fruits
(customers) first.
5

50. Imagine,
a Starbucks app
that would geo-localize
the nearest café
and would let you order
your drink and pre-pay
before picking it up!

52. Build and leverage
your ambassadorʼs
network.
6

57. If youʼre still doubting.....

58. ...letʼs have a look at the share of adults on social networks
100
50 35%
8%
déc. 2008
août 2008
0 mai 2008
août 2006
sept. 2005
février 2005
US people

59. 32.7% of Canadians use Facebook
% ranking of
Facebook % Facebook
Country country population market
30/12/2008 users
penetration
Canada 10 862 040 33 212 696 32.7 1
Denmark 1 776 260 5 484 723 32.4 2
Norway 1 456 140 4 644 457 31.4 3
Chile 4 153 020 16 454 143 25.2 4
UK 14 937 810 60 943 912 24.5 5
Honk Kong 1 458 520 7 018 636 20.8 6
Australia 4 330 040 21 007 310 20.6 7
Sweden 1 696 700 9 045 389 18.8 8
Belgium 1 655 940 10 403 951 15.9 9
Switzerland 1 122 900 7 581 520 14.8 10
USA 42 078 960 303 824 640 13.8 11
Turkey 7 394 340 71 892 808 10.3 12
France 6 587 240 64 057 792 10.3 13
Italy 5 585 700 58 145 320 9.6 14
Colombie 3 632 760 45 013 672 8.1 15
Venezuela 1 874 220 26 414 816 7.1 16
Spain 2 596 080 40 491 052 6.4 17
Argentina 2 255 300 40 482 000 5.6 18
Germany 1 255 300 82 369 552 1.5 19
Mexico 1 440 640 109 955 400 1.3 20
India 1 071 280 1 147 995 904 0.1 21
140 000 000 6 706 993 152 2.1
total Facebook users
world population % of worldwide population using Facebook
worldwide

63. Nationwide
Calls in 1 day :
16,967

67. Donʼt just entertain
7

68. Social Technographics Ladder
50%
48%
25%
18% 25%
Creator
s
Critics
Spectat
ors
Base: US online adult
Source: Forrester Q2 2007 - Social Technographics Survey

77. 1,000,000
Status Updates
on CNN Live
with Facebook
During Obama
Inauguration

81. More than
6,000
Facebook members had
already entered a BMW
contest in a week

85. hv

87. IT PAYS !
Bath & Body Worksʼ reviewers become more frequent customers
Order per consumer
3.0 7%
2.5
2.0
1.5
1.0
0.5 Non reviewers
Reviewers
Before reviews After reviews

92. HP brings photo printing to the iphone

98. Brand Platforms
10%
Site
47%
+153%
Outside in the last 9 months
53%
Base: US online adult
Source: Universal McCann

99. In two years
90%
of all Sony products will connect to the
Internet, Howard Stringer, the chief executive
of Sony, predicted

100. And make sure
you listen to your
customers!
8

103. The AC power
adapter type
cannot be
determined.

104. I will be glad
to dispatch you
one myself.

111. Build
trust & confidence
through
9
clarity & transparency.

119. Escape from
the middle
10

120. In difficult economic times,
every dollar matters
If your product isnʼt extraordinary,
your customers will be more likely
to delay purchasing it

121. Innovation is not
a good-time-only exercise
Launched in 1933, this new Miracle Whip
had instant appeal to Depression-weary
consumers: at the end of its introductory
period, Kraft Miracle Whip was outselling all
other brands of dressing and mayonnaise
Depression time case history - 1930

122. Innovation
is a good cost
By 1997, 49% of Giletteʼs sales
came from new products launched
in the previous five years.
Depression time case history - 1990

123. A lot of companies have
chosen to downsize.
We chose a different path.
(Steve Jobs)
Innovating (even through recession),
Apple has not only kept its pipeline robust,
but – more importantly – it has remained in
front of its customers.
Depression time case history - 2000

131. Move fast!
11