Innovative Marketing with 6+7 magic words

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The 6+7 magic words of Innovative Marketing 2013 as presented at the IFEA Annual Conference on 31 Jan 2013 in Rotterdam to leading European marketers of event and festival businesses.

If you like to use the presentation please contact sebastian {a.t} bigbangandwhisper.com

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Innovative Marketing with 6+7 magic words

  1. 1. INNOVATIVE MARKETING old fashioned?! An “outsiders look” for IFEA Europe Annual Conference 2013Photo: © sxc.hu/ilco Big Bang & Whisper Circle of Independent Professionals
  2. 2. Be involved! Be Social!Get involved @IFEAEurope Comment, ask, share with #ifeaIM13Big Bang & WhisperCircle of Independent Professionals 2
  3. 3. My promise…Big Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / jdhancock CC BY 2.0 3
  4. 4. Our Roadmap 1. Changes & Trends 2. Storytelling & Fascination 3. DiscussionBig Bang & WhisperCircle of Independent Professionals 4
  5. 5. World is changing…Big Bang & WhisperCircle of Independent Professionals Photo: © flickr.com/ssoosay CC 5
  6. 6. Social Media RevolutionBig Bang & WhisperCircle of Independent Professionals Source: http://youtu.be/TXD-Uqx6_Wk 6
  7. 7. Big Bang & WhisperCircle of Independent Professionals Photo: © by-studio - Fotolia.com 7
  8. 8. Top 6 Trends in Marketing Communications LOCAL ONLINE MOBILE & POS & RULES RESPONSIVE EVENT CHANNEL REAL TIME CONTENT VISUAL vs CONTEXT LONG TERMBig Bang & WhisperCircle of Independent Professionals Photo: © sxc.hu/ilco 8
  9. 9. ONLINERULES 1. ONLINE Big Bang & Whisper Circle of Independent Professionals Photo: © Yuri Arcurs - Fotolia.com 9
  10. 10. ONLINERULES 1. ONLINE% of 94 % TV dailyhouseholdswithbroadbandinternet 73% Internet accessconnection 50% of people in Romania, Bulgaria, Cyprus, Portugal never used www at all 9/10 teens are online daily! Big Bang & Whisper Circle of Independent Professionals Photo: © Eurostat 10
  11. 11. ONLINERULES 1. ONLINE TREND • more newspapers will close doors • their problem: content & format IMPLICATION FOR EVENT MARKETING • analyse target group very detailed • focus on internet, TV, radio Big Bang & Whisper Circle of Independent Professionals Photo: © Yuri Arcurs - Fotolia.com 11
  12. 12. MOBILE &RESPONSIVE 2. MOBILE Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / garyknight CC BY-SA 2.0 12
  13. 13. MOBILE &RESPONSIVE 2. MOBILE TREND • technology – functionality – utilization • mobile apps & responsive webdesign IMPLICATION • develop & use intriguing event apps • make your website go “mobile” • use mobile payment solutions Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / garyknight CC BY-SA 2.0 13
  14. 14. MOBILE &RESPONSIVE 2. MOBILE • mobile event marketing • up-to-date event info • networking opportunities • Socializing your event Big Bang & Whisper Circle of Independent Professionals Photo: © sxc.hu / Lowraw2000 14
  15. 15. MOBILE &RESPONSIVE 2. MOBILE Further to INFORM / ADVERTISE mobile tools: • Twitter to CONNECT / INTERACT – use #hashtag • QR Codes to EXPLORE / DISCOVER e.g. QR code scavenger hunt • Foursquare, Qype to PLAY / be ENTERTAINED Added Value Big Bang & Whisper Circle of Independent Professionals Photo: © sxc.hu / Lowraw2000 15
  16. 16. MOBILE &RESPONSIVE 2. MOBILE Responsive Web Design Big Bang & Whisper Circle of Independent Professionals Photo: © avrgdznr.deviantart.com 16
  17. 17. LOCALPOS &EVENT 3. LOCALBig Bang & WhisperCircle of Independent Professionals Photo: © 2013 Google 17
  18. 18. LOCALPOS &EVENT 3. LOCAL TREND • increasing smartphone / GPS use • consumers seek infotainment “on the go” IMPLICATION • cross channel marketing mobile / local • offer geo tagging functionality • social media campaigns for LOCALS!Big Bang & WhisperCircle of Independent Professionals 18
  19. 19. LOCALPOS &EVENT 3. LOCAL • DIRECTIONS: develop a festival program map with Google Maps & Google Places • HOT SPOTS: create local / cultural “hot spots” related to your event / festival for interactive social media marketing • GOODIES: create local marketing co-operations: “50% off for Drinks @ Paradise-Bar”, vouchers for hotels, public transport etc. • INFOPOINTS: where to buy tickets, get information about hotels, park & ride, connect with other visitorsBig Bang & WhisperCircle of Independent Professionals 19
  20. 20. CHANNELCONTENTCONTEXT 4. CONTEXT Grace Coddington, Creative Director VOGUE, NY i try to understand why i got 5000 facebook friends, and the reason of why every single day i only have less than 200 likes or comments? i should start to delete facebook contacts perhaps.! Sebastian Hesse, Berlin […] PLEASE DONT. CONTINUE TO INSPIRE THOSE PEOPLE! … One reason why you do not have that many comments might be that your post does not show up on top of your "friends" timeline. Reason for that, again, might be the time zones. When you post, others might sleep. Big Bang & Whisper Circle of Independent Professionals 20
  21. 21. CHANNELCONTENTCONTEXT 4. CONTEXT Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / arvindgrover CC BY-SA 2.0 21
  22. 22. CHANNELCONTENTCONTEXT 4. CONTEXT TREND • content marketing + context marketing • communicate with right channel, place & time IMPLICATION • be relevant when communicating your event / festival • tell your story in the right context Big Bang & Whisper Circle of Independent Professionals 22
  23. 23. CHANNELCONTENTCONTEXT 4. CONTEXT Pre-schedule your social media posts with a tool like Hootsuite! Hootsuite will send your message at the desired time to selected channels. Big Bang & Whisper Circle of Independent Professionals 23
  24. 24. VISUAL 5. VISUAL “Four more years.”4.4 Mio Likes (Jan 2013) Big Bang & Whisper Circle of Independent Professionals Photo: © Facebook / Barack Obama 24
  25. 25. VISUAL 5. VISUAL TREND • stronger role of visual communications • increased use of videos in mobile media IMPLICATION • invest more resources in excellent graphics, web design and video production • develop simple emotional stories visually Big Bang & Whisper Circle of Independent Professionals 25
  26. 26. REALTIME vsLONG 6. REAL TIME TERMBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / jenschapter3 CC BY-SA 2.0 26
  27. 27. REALTIME vsLONG 6. REAL TIME TERM TREND • increase of short termed, flexible PR and marketing activities flanking long term campaigns IMPLICATION • budget for upcoming opportunities • include current trends in communications (e.g. involvement of audience, flash mobs, silent dances etc.)Big Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / jenschapter3 CC BY-SA 2.0 27
  28. 28. REAL TIME vs LONG 6. REAL TIME TERM • REAL-TIME: audience was engaged through live streaming in real-time to watch and follow the spectacle • Engagement & Interaction through various social media channels • YouTube livestream record with an audience of 8 million!Red Bull Stratos, Felix Baumgartner “The Worlds Biggest Jump” Big Bang & Whisper Circle of Independent Professionals Photo: Screenshot Live-Stream 28
  29. 29. TRENDS – 6 magic wordsBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / jdhancock CC BY 2.0 29
  30. 30. Big Bang & WhisperCircle of Independent Professionals 30
  31. 31. Big Bang & WhisperCircle of Independent Professionals 31
  32. 32. Today’s attention spanBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / criminalintent CC BY-SA 2.0 32
  33. 33. Today’s attention span in wwwBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / AJC1 CC BY-SA 2.0 33
  34. 34. Big Bang & WhisperCircle of Independent Professionals 34
  35. 35. Big Bang & WhisperCircle of Independent Professionals Photo: © Ed Schipul, CC 35
  36. 36. First advertisers on earth, everBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / zachd1_618 CC BY-SA 2.0 36
  37. 37. Know the triggers of fascinationBig Bang & WhisperCircle of Independent Professionals 37
  38. 38. Know the triggers of fascinationBig Bang & WhisperCircle of Independent Professionals 38
  39. 39. POWER PRESTIGE MYSTIQUE PASSION ALARMREBELLION TRUSTBig Bang & WhisperCircle of Independent Professionals Photo: © Ed Schipul, CC 39
  40. 40. “If you are not generating a negative reaction from someone, you are probably not fascinating anyone.” Sally HogsheadBig Bang & WhisperCircle of Independent Professionals Photo: © Ed Schipul, CC 40
  41. 41. leading & controlling goal orientedshowing confidence driven & influential POWERBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / proimos CC BY 2.0 41
  42. 42. all about rank promising statussetting new standards limiting availability PRESTIGE Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / japokskee CC BY 2.0 42
  43. 43. BERGHAIN Club Berlin all about rank “me in front of Berghain in the early morning” promising statussetting new standards limiting availability PRESTIGE Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / skl8em CC BY 2.0 43
  44. 44. sparking curiosity keeping secrets building mythologyaccess / in- & outsiders MYSTIQUE Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / cole24_ CC BY 2.0 44
  45. 45. sparking curiosity keeping secrets building mythologyaccess / in- & outsiders MYSTIQUE Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / plasticpeople CC BY 2.0 45
  46. 46. emotions / feelingscraving for someting using all senses teasing & flirting PASSIONBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / (vincent desjardins) CC BY 2.0 46
  47. 47. creates deadlinesdefines consequences plays with fearsdistress leads to action ALARM Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / Alan Cleaver CC BY 2.0 47
  48. 48. being differentextraordinary & unique adventurous breaking taboos Advertiser: Philip Morris International Agency: Leo Burnett Released: October 2005 REBELLION Big Bang & Whisper Circle of Independent Professionals Photo: © Philip Morris International 48
  49. 49. being differentextraordinary & unique adventurous breaking taboos REBELLION Big Bang & Whisper Circle of Independent Professionals Photo: © Flickr.com / TJ Sengel CC BY 2.0 49
  50. 50. becoming familiar being authentic being consistent repeat & retell TRUSTBig Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / kawanet CC BY 2.0 50
  51. 51. Big Bang & WhisperCircle of Independent Professionals 51
  52. 52. Visual Story • FIGHTER • PAIN • STRENGTH • DANGER • BRAVENESS POWER PRESTIGEBig Bang & WhisperCircle of Independent Professionals Photo: © Ed Schipul, CC 52
  53. 53. Solution can be found here - develop unique adaptions - design spinoff extensions - seek unconventional niechesBig Bang & WhisperCircle of Independent Professionals 53
  54. 54. Change Perspective for international audience Visual Story • LATIN LOVER • ROMANTIC • LIKEABLE PASSION • MODERN • DUDE NEXT DOOR TRUSTBig Bang & WhisperCircle of Independent Professionals Photo: © auremar - Fotolia.com 54
  55. 55. Big Bang & WhisperCircle of Independent Professionals Photo: © Flickr.com / jdhancock CC BY 2.0 55
  56. 56. Sorry for this long presentation, but I did not find time to draft a short one. www.bigbangandwhisper.comBig Bang & WhisperCircle of Independent Professionals Photo: © Vitali Gelwich 56
  57. 57. Want more? Recommended… 3 Free eBooks by CVENT http://bitly.com/3-ebooksFascinate: Your 7 Triggers to Persuasion and Captivationby Sally HogsheadBig Bang & WhisperCircle of Independent Professionals 57
  58. 58. Want even more? Recommended Social Media Tools for Event Marketers: • http://www.hootsuite.com - must have tool for social media • https://www.twentyfeet.com - Twentyfeet offers analytics for Twitter, Facebook, YouTube, bit.ly and Google Analytics • http://www.conversocial.com - monitoring what people are saying about your events • http://www.storify.com - a great tool to curate and share the best digital content of your event • http://www.bizzabo.com - make your event website mobile • http://www.eventbrite.comBig Bang & WhisperCircle of Independent Professionals 58
  59. 59. Sources Please find all sources for this presentation online at Storify.com http://sfy.co/iDpc For free! No registration needed!Big Bang & WhisperCircle of Independent Professionals 59
  60. 60. Share your thoughts! LIVE NOW! … or later online: • bigbangandwhisper.com • LinkedIn • XING Sebastian Hesse sebastian@bigbangandwhisper.comBig Bang & WhisperCircle of Independent Professionals Photo: © Vitali Gelwich 60

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