Anyone with a point of few can now express it…  beware they have nothing to lose. You, on the other hand, have everything ...
introduction <ul><li>Markets are conversations </li></ul><ul><li>3 types of conversation going on [badly]: 1.  Inside  you...
right here, right now <ul><li>the consumer is now in control – work  WITH  them or they’ll work with someone else </li></u...
<ul><li>your customer </li></ul><ul><li>yours? </li></ul>
business is about… <ul><li>THE experience </li></ul><ul><li>margins </li></ul><ul><li>bottom line </li></ul><ul><li>people...
<ul><li>avoid me2 marketing </li></ul><ul><li>like the plague </li></ul>
communications <ul><li>external </li></ul><ul><li>internal </li></ul>
Bar & Nightclub Industry <ul><li>Our market is saturated with choices </li></ul><ul><li>And they keep launching more types...
Bar & Nightclub Industry <ul><li>Traditional stale model – music Industry </li></ul><ul><li>Doesn’t recognize the changing...
<ul><li>Cirque du Soleil </li></ul><ul><li>Southwest </li></ul><ul><li>Virgin </li></ul><ul><li>And the most relevant? </l...
<ul><li>iPhone </li></ul><ul><li>MacBook Air </li></ul>
<ul><li>the state of advertising </li></ul>
advertising <ul><li>$400 billion is spent on advertising </li></ul><ul><li>Return: single digit metrics in return </li></u...
new advertising <ul><li>Educate the consumer </li></ul><ul><li>Help them  DON’T  interrupt them </li></ul><ul><li>Market c...
<ul><li>the experience </li></ul>
The Experience <ul><li>Product, Service, Experience </li></ul><ul><li>Under promise – over deliver </li></ul><ul><li>Maxim...
<ul><li>Anything and anyone visible to the customer is an act of theatre. </li></ul>Joseph Pine & James Gilmore,  The Expe...
<ul><li>What will YOU do today to go beyond your call of duty? </li></ul>It’s all about the moments
<ul><li>Social media </li></ul><ul><li>is not  THE  solution </li></ul>
social media <ul><li>Instant Messaging / Chats </li></ul><ul><li>Blogs & Podcasts & VBlogs </li></ul><ul><li>RSS feeds </l...
why e-mail? everyone else is…
Email? Newsletter? SMS? <ul><li>Email? Forget it – they have </li></ul><ul><li>Open Rates  DIRE </li></ul><ul><li>Spam Con...
Social Media <ul><li>Consumers SHARE everything: </li></ul><ul><ul><li>PHOTOS – family, private, business </li></ul></ul><...
Marketing online <ul><li>Success in marketing online generally is not about masses and masses of eyeballs. It's about the ...
Marketing online <ul><li>No longer about being  BIG </li></ul><ul><li>Small & excellent </li></ul><ul><li>niche markets </...
Web 2.0 “tools” <ul><li>Profiles </li></ul><ul><li>Video Audio </li></ul><ul><li>Co-creation </li></ul><ul><li>User genera...
Social Networks <ul><li>Basic human need to connect </li></ul><ul><ul><li>We are social creatures </li></ul></ul><ul><li>B...
different rules of engagement <ul><li>60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking p...
Integrating the Physical  & Virtual Experiences marketing the physical  experience marketing the  virtual   experience
<ul><li>Niche  Exclusive </li></ul><ul><li>ASmallWorld </li></ul>
<ul><li>Professional </li></ul><ul><li>Linkedin </li></ul><ul><li>Your Brand & Me Brand </li></ul>
<ul><li>Social </li></ul><ul><li>MySpace </li></ul>
<ul><li>Prof/Social ? </li></ul><ul><li>Facebook for how long? </li></ul><ul><li>27% down in Feb 2008 </li></ul>
<ul><li>Micro Blogging </li></ul><ul><li>Twitter </li></ul>
<ul><li>Photo Sharing </li></ul><ul><li>Flickr </li></ul>
<ul><li>the conversation </li></ul><ul><li>Technorati </li></ul><ul><li>then what? </li></ul>
<ul><li>mash ups </li></ul>
<ul><li>So… </li></ul>
Suggestions <ul><li>Ask dumb questions </li></ul><ul><li>It’s all about the questions: </li></ul><ul><ul><li>What makes co...
random thoughts – useless hints <ul><li>Avoid software. The problem with software is that everyone has it. </li></ul><ul><...
<ul><li>Begin anywhere. </li></ul><ul><li>Not knowing where to begin is a common form of paralysis. </li></ul><ul><li>John...
www.ig-marketing.com Nuno Machado Lopes [email_address]
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Bar & Nightclub: Las Vegas 2008

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Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.

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Bar & Nightclub: Las Vegas 2008

  1. 1. Anyone with a point of few can now express it… beware they have nothing to lose. You, on the other hand, have everything to lose or gain .
  2. 2. introduction <ul><li>Markets are conversations </li></ul><ul><li>3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization </li></ul><ul><li>Badly? Why? Command & Control </li></ul><ul><li>Honest Direct No Bull Transparent </li></ul><ul><li>Human Voice NOT Business Speak </li></ul><ul><li>Are you talking TO or WITH your customers? </li></ul><ul><li>Are you listening to THEM? </li></ul>
  3. 3. right here, right now <ul><li>the consumer is now in control – work WITH them or they’ll work with someone else </li></ul><ul><li>worse thing about NOT listening to your customer is your COMPETITOR is! </li></ul><ul><li>no longer about Q uantity BUT Q uality </li></ul><ul><li>markets are conversations NOT self promotion </li></ul><ul><li>humanization is the new order </li></ul>
  4. 4. <ul><li>your customer </li></ul><ul><li>yours? </li></ul>
  5. 5. business is about… <ul><li>THE experience </li></ul><ul><li>margins </li></ul><ul><li>bottom line </li></ul><ul><li>people </li></ul>
  6. 6. <ul><li>avoid me2 marketing </li></ul><ul><li>like the plague </li></ul>
  7. 7. communications <ul><li>external </li></ul><ul><li>internal </li></ul>
  8. 8. Bar & Nightclub Industry <ul><li>Our market is saturated with choices </li></ul><ul><li>And they keep launching more types of drinks! </li></ul><ul><li>Today you market drink x tomorrow y and you complain about lack of loyalty? </li></ul><ul><li>How do you sell a brand that is </li></ul><ul><li>unknown to the public? </li></ul><ul><li>Maybe you don’t… </li></ul>
  9. 9. Bar & Nightclub Industry <ul><li>Traditional stale model – music Industry </li></ul><ul><li>Doesn’t recognize the changing playing field </li></ul><ul><li>Competition – not what you would expect </li></ul><ul><li>What makes someone leave the comfort of their home? </li></ul><ul><li>What’s the effort required to convince others? </li></ul><ul><li>Remember when you were 8 years old? </li></ul><ul><li>What happened? </li></ul><ul><li>TIME TO REDEFINE THE BUSINESS MODEL </li></ul>
  10. 10. <ul><li>Cirque du Soleil </li></ul><ul><li>Southwest </li></ul><ul><li>Virgin </li></ul><ul><li>And the most relevant? </li></ul><ul><li>DOVE </li></ul>
  11. 11. <ul><li>iPhone </li></ul><ul><li>MacBook Air </li></ul>
  12. 12. <ul><li>the state of advertising </li></ul>
  13. 13. advertising <ul><li>$400 billion is spent on advertising </li></ul><ul><li>Return: single digit metrics in return </li></ul><ul><li>Only 7% consumers think ads tell the truth (Forrester) </li></ul><ul><li>Consumers see 3-5 THOUSAND messages per day (irrelevant & useless) </li></ul><ul><li>78% of advertisers claim traditional advertising has become less effective </li></ul>
  14. 14. new advertising <ul><li>Educate the consumer </li></ul><ul><li>Help them DON’T interrupt them </li></ul><ul><li>Market context not content </li></ul><ul><li>Find consumers who want to listen </li></ul><ul><li>Give them value / help them </li></ul>
  15. 15. <ul><li>the experience </li></ul>
  16. 16. The Experience <ul><li>Product, Service, Experience </li></ul><ul><li>Under promise – over deliver </li></ul><ul><li>Maximize Satisfaction </li></ul><ul><li>Minimize Sacrifice </li></ul><ul><li>Differentiate </li></ul><ul><li>Theatre </li></ul>
  17. 17. <ul><li>Anything and anyone visible to the customer is an act of theatre. </li></ul>Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
  18. 18. <ul><li>What will YOU do today to go beyond your call of duty? </li></ul>It’s all about the moments
  19. 19. <ul><li>Social media </li></ul><ul><li>is not THE solution </li></ul>
  20. 20. social media <ul><li>Instant Messaging / Chats </li></ul><ul><li>Blogs & Podcasts & VBlogs </li></ul><ul><li>RSS feeds </li></ul><ul><li>E-mail? Future? Control </li></ul><ul><li>Recommendations WOM / BUZZ </li></ul><ul><li>Rating – Highest views </li></ul><ul><li>Rating – Highest favourites </li></ul><ul><li>Rating – Highest Commented </li></ul>
  21. 21. why e-mail? everyone else is…
  22. 22. Email? Newsletter? SMS? <ul><li>Email? Forget it – they have </li></ul><ul><li>Open Rates DIRE </li></ul><ul><li>Spam Continues – deleting e-mail </li></ul><ul><li>But consumers want RELEVANT information </li></ul><ul><li>Seed the discussion (forum/bulletin board) </li></ul><ul><li>Talk TO them NOT at them </li></ul><ul><li>Use RIGHT channel: RSS? Email? Podcast? </li></ul><ul><li>frequency – which one? Don’t ask me Ask… </li></ul>
  23. 23. Social Media <ul><li>Consumers SHARE everything: </li></ul><ul><ul><li>PHOTOS – family, private, business </li></ul></ul><ul><ul><li>VIDEO – same again </li></ul></ul><ul><ul><li>MUSIC – iPod & iTunes (legal)… the rest? </li></ul></ul><ul><ul><li>KNOWLEDGE – Wikipedia </li></ul></ul><ul><li>Conversation is ongoing They are talking about you… You could be there… You SHOULD be there! </li></ul>
  24. 24. Marketing online <ul><li>Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time </li></ul><ul><li>(i.e. targeted niche media wins vs broad reach media.) </li></ul>
  25. 25. Marketing online <ul><li>No longer about being BIG </li></ul><ul><li>Small & excellent </li></ul><ul><li>niche markets </li></ul><ul><li>(you can’t please everyone – so why try?) </li></ul>
  26. 26. Web 2.0 “tools” <ul><li>Profiles </li></ul><ul><li>Video Audio </li></ul><ul><li>Co-creation </li></ul><ul><li>User generated content </li></ul><ul><li>Widgets </li></ul><ul><li>Share everything </li></ul><ul><li>Connect with those connecting the most </li></ul><ul><li>Flash Sites? </li></ul>
  27. 27. Social Networks <ul><li>Basic human need to connect </li></ul><ul><ul><li>We are social creatures </li></ul></ul><ul><li>Basic human need to share </li></ul><ul><ul><li>People love to share – number of blogs </li></ul></ul><ul><ul><li>Open Source Movement </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><li>Enhanced Knowledge </li></ul><ul><ul><li>Co-creation </li></ul></ul><ul><li>Online Identity - profile </li></ul><ul><li>Viral Nature </li></ul>
  28. 28. different rules of engagement <ul><li>60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006 </li></ul><ul><li>never break their trust </li></ul><ul><ul><li>Communicate honestly, accurately and openly </li></ul></ul><ul><li>do not be part of the establishment, but draw upon the establishment’s strength </li></ul><ul><ul><li>Stand for freedom vs. control </li></ul></ul><ul><ul><li>Amplify their energy and enable their causes </li></ul></ul>
  29. 29. Integrating the Physical & Virtual Experiences marketing the physical experience marketing the virtual experience
  30. 30. <ul><li>Niche Exclusive </li></ul><ul><li>ASmallWorld </li></ul>
  31. 31. <ul><li>Professional </li></ul><ul><li>Linkedin </li></ul><ul><li>Your Brand & Me Brand </li></ul>
  32. 32. <ul><li>Social </li></ul><ul><li>MySpace </li></ul>
  33. 33. <ul><li>Prof/Social ? </li></ul><ul><li>Facebook for how long? </li></ul><ul><li>27% down in Feb 2008 </li></ul>
  34. 34. <ul><li>Micro Blogging </li></ul><ul><li>Twitter </li></ul>
  35. 35. <ul><li>Photo Sharing </li></ul><ul><li>Flickr </li></ul>
  36. 36. <ul><li>the conversation </li></ul><ul><li>Technorati </li></ul><ul><li>then what? </li></ul>
  37. 37. <ul><li>mash ups </li></ul>
  38. 38. <ul><li>So… </li></ul>
  39. 39. Suggestions <ul><li>Ask dumb questions </li></ul><ul><li>It’s all about the questions: </li></ul><ul><ul><li>What makes consumers come to my place? </li></ul></ul><ul><ul><li>How can I help THEM improve the experience? </li></ul></ul><ul><ul><li>What added value to the CONSUMER does each member of my team bring? </li></ul></ul><ul><ul><li>What added value to the CONSUMER does each event/promotion bring? </li></ul></ul><ul><ul><li>What makes a CONSUMER recommend us? </li></ul></ul><ul><ul><li>How can I be with them online? </li></ul></ul><ul><ul><li>What can we do that has never been done? </li></ul></ul>
  40. 40. random thoughts – useless hints <ul><li>Avoid software. The problem with software is that everyone has it. </li></ul><ul><li>Don’t clean your desk. Everyone does it. </li></ul><ul><li>Don’t build processes. Everyone does it. </li></ul><ul><li>Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks. </li></ul><ul><li>Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience. </li></ul><ul><li>CREATE THE EXPERIENCE </li></ul><ul><li>very few do that . </li></ul>
  41. 41. <ul><li>Begin anywhere. </li></ul><ul><li>Not knowing where to begin is a common form of paralysis. </li></ul><ul><li>John Cage – who? </li></ul>
  42. 42. www.ig-marketing.com Nuno Machado Lopes [email_address]

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