Brand Utility - Quick Overview


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This presentation borrows heavily from Jay Baer's Youtility, so I want to give him his proper due here.

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  • The idea is that you need to have a sustained level of marketing and messaging, so when the customer is ready to buy, they think of your products first.“We’ve got great stuff. Buy it.”-not inherently flawed, but not surgical
  • Competitive landscape: Quora, YouTube, Yahoo! Answers, ChaCha, FB, Twitter, Siri, etcSOCIAL is augmenting SEARCHInbound marketing is often considered the pinnacle of frame-of-mind awareness – an approach worthy of ones attention – but it’s only half the story.From 2004 to 2011, the % of consumers citing “search engine results” as they way they typical found websites declined from 83 to 61 percent, according to Forrester Research.Search will share the stage with other forces that impact consumer recommendations and preferences
  • Provide info based on how and why they are visiting, instead of simply providing information funneled through contact mechanisms of the company’s choosingProvide answers to nearly every question before the customer even thinks of itProvide massively useful information depending on the time of location of a user before fading graciously into the background until the next opportunity arisesRoots are In 2008 when the phrase “advertools” was coined…
  • Magna Carta given away to owners of the Galaxy 3 or 4? Over-the-top promotion or borderline brand utility?
  • Brand Utility - Quick Overview

    1. 1. Brand Utility: Creating Usable Marketing Experiences
    2. 2. Once upon a time
    3. 3. Top of mind awareness
    4. 4. Frame of mind awareness Reaching potential customers when they are in an active shopping and buying mode.
    5. 5. Current accepted dynamics
    6. 6. New ways of thinking The traditional view is that marketing is essentially about responding to buyer needs, and doing so will create competitive advantage. Mounting evidence, however, suggests that marketing does much more. It educates buyers and significantly shapes the nature of competition. -Kellogg on Marketing, 2010
    7. 7. Researchers trying to understand • How a customer discovers information • What their consumption preferences are • What motivates them to take action
    8. 8. Customers are ninjas We used to talk to a real person as a first step; now it’s the last resort. Customers are ninjas, stealthily evaluating you right under your nose.
    9. 9. Friend of mind awareness To succeed, you prospective customers must consider you a friend. If you provide them real value, they will reward your company with loyalty and advocacy, the same ways we reward our friends
    10. 10. New approach to marketing • Self-serve information • Radical transparency • Real-time relevancy
    11. 11. Services vs. Brand Message "We've been viewing digital as less of a marketing channel than a place for services… It's really hard to convey a brand message through Web ads.” – Stefan Olander, Nike Global Director of Digital Media, 2008
    12. 12. Enter brand utility Marketing that is so useful, people would pay for it - Jay Baer, author of Youtility
    13. 13. Brand utility: charging station from Samsung Not: man sleeping
    14. 14. Not to be confused with brand jeans utility
    15. 15. How about a free album?
    16. 16. Marketing upside down Instead of marketing that’s needed by companies, Youtility is marketing that’s needed by customers. It’s massively useful free information that creates long-term trust and kinship between a company and its customers.
    17. 17. In other words Stop selling, start helping
    18. 18. Examples • • • • • • • • • • • • • Geek Squad how-to videos Charmin’s Sit or Squat App @HiltonSuggests Phoenix Children’s Hospital Car Seat Helper app Taxi Mike’s Dining Recommendations River Pool & Spas IBM Billboard Umbrellas Nike+ Fuelband Fiat EcoDrive Special K apps and website J&J Domino’s Pizza Tracker Mastercard ATM Hunter
    19. 19. Market Your Marketing