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Bar & Nightclub: Las Vegas 2008
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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.

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 Bar & Nightclub: Las Vegas 2008 Presentation Transcript

    • 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 .
    • introduction
      • Markets are conversations
      • 3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization
      • Badly? Why? Command & Control
      • Honest Direct No Bull Transparent
      • Human Voice NOT Business Speak
      • Are you talking TO or WITH your customers?
      • Are you listening to THEM?
    • right here, right now
      • the consumer is now in control – work WITH them or they’ll work with someone else
      • worse thing about NOT listening to your customer is your COMPETITOR is!
      • no longer about Q uantity BUT Q uality
      • markets are conversations NOT self promotion
      • humanization is the new order
      • your customer
      • yours?
    • business is about…
      • THE experience
      • margins
      • bottom line
      • people
      • avoid me2 marketing
      • like the plague
    • communications
      • external
      • internal
    • Bar & Nightclub Industry
      • Our market is saturated with choices
      • And they keep launching more types of drinks!
      • Today you market drink x tomorrow y and you complain about lack of loyalty?
      • How do you sell a brand that is
      • unknown to the public?
      • Maybe you don’t…
    • Bar & Nightclub Industry
      • Traditional stale model – music Industry
      • Doesn’t recognize the changing playing field
      • Competition – not what you would expect
      • What makes someone leave the comfort of their home?
      • What’s the effort required to convince others?
      • Remember when you were 8 years old?
      • What happened?
      • TIME TO REDEFINE THE BUSINESS MODEL
      • Cirque du Soleil
      • Southwest
      • Virgin
      • And the most relevant?
      • DOVE
      • iPhone
      • MacBook Air
      • the state of advertising
    • advertising
      • $400 billion is spent on advertising
      • Return: single digit metrics in return
      • Only 7% consumers think ads tell the truth (Forrester)
      • Consumers see 3-5 THOUSAND messages per day (irrelevant & useless)
      • 78% of advertisers claim traditional advertising has become less effective
    • new advertising
      • Educate the consumer
      • Help them DON’T interrupt them
      • Market context not content
      • Find consumers who want to listen
      • Give them value / help them
      • the experience
    • The Experience
      • Product, Service, Experience
      • Under promise – over deliver
      • Maximize Satisfaction
      • Minimize Sacrifice
      • Differentiate
      • Theatre
      • Anything and anyone visible to the customer is an act of theatre.
      Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
      • What will YOU do today to go beyond your call of duty?
      It’s all about the moments
      • Social media
      • is not THE solution
    • social media
      • Instant Messaging / Chats
      • Blogs & Podcasts & VBlogs
      • RSS feeds
      • E-mail? Future? Control
      • Recommendations WOM / BUZZ
      • Rating – Highest views
      • Rating – Highest favourites
      • Rating – Highest Commented
    • why e-mail? everyone else is…
    • Email? Newsletter? SMS?
      • Email? Forget it – they have
      • Open Rates DIRE
      • Spam Continues – deleting e-mail
      • But consumers want RELEVANT information
      • Seed the discussion (forum/bulletin board)
      • Talk TO them NOT at them
      • Use RIGHT channel: RSS? Email? Podcast?
      • frequency – which one? Don’t ask me Ask…
    • Social Media
      • Consumers SHARE everything:
        • PHOTOS – family, private, business
        • VIDEO – same again
        • MUSIC – iPod & iTunes (legal)… the rest?
        • KNOWLEDGE – Wikipedia
      • Conversation is ongoing They are talking about you… You could be there… You SHOULD be there!
    • Marketing online
      • Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time
      • (i.e. targeted niche media wins vs broad reach media.)
    • Marketing online
      • No longer about being BIG
      • Small & excellent
      • niche markets
      • (you can’t please everyone – so why try?)
    • Web 2.0 “tools”
      • Profiles
      • Video Audio
      • Co-creation
      • User generated content
      • Widgets
      • Share everything
      • Connect with those connecting the most
      • Flash Sites?
    • Social Networks
      • Basic human need to connect
        • We are social creatures
      • Basic human need to share
        • People love to share – number of blogs
        • Open Source Movement
        • User Generated Content
      • Enhanced Knowledge
        • Co-creation
      • Online Identity - profile
      • Viral Nature
    • different rules of engagement
      • 60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006
      • never break their trust
        • Communicate honestly, accurately and openly
      • do not be part of the establishment, but draw upon the establishment’s strength
        • Stand for freedom vs. control
        • Amplify their energy and enable their causes
    • Integrating the Physical & Virtual Experiences marketing the physical experience marketing the virtual experience
      • Niche Exclusive
      • ASmallWorld
      • Professional
      • Linkedin
      • Your Brand & Me Brand
      • Social
      • MySpace
      • Prof/Social ?
      • Facebook for how long?
      • 27% down in Feb 2008
      • Micro Blogging
      • Twitter
      • Photo Sharing
      • Flickr
      • the conversation
      • Technorati
      • then what?
      • mash ups
      • So…
    • Suggestions
      • Ask dumb questions
      • It’s all about the questions:
        • What makes consumers come to my place?
        • How can I help THEM improve the experience?
        • What added value to the CONSUMER does each member of my team bring?
        • What added value to the CONSUMER does each event/promotion bring?
        • What makes a CONSUMER recommend us?
        • How can I be with them online?
        • What can we do that has never been done?
    • random thoughts – useless hints
      • Avoid software. The problem with software is that everyone has it.
      • Don’t clean your desk. Everyone does it.
      • Don’t build processes. Everyone does it.
      • Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks.
      • Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience.
      • CREATE THE EXPERIENCE
      • very few do that .
      • Begin anywhere.
      • Not knowing where to begin is a common form of paralysis.
      • John Cage – who?
    • www.ig-marketing.com Nuno Machado Lopes [email_address]