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?

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

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?

your customer

yours?

business is about… THE experience margins bottom line people

THE experience

margins

bottom line

people

avoid me2 marketing like the plague

avoid me2 marketing

like the plague

communications external internal

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…

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

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

Cirque du Soleil

Southwest

Virgin

And the most relevant?

DOVE

iPhone MacBook Air

iPhone

MacBook Air

the state of advertising

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

$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

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

The Experience Product, Service, Experience Under promise – over deliver Maximize Satisfaction Minimize Sacrifice Differentiate Theatre

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

Anything and anyone visible to the customer is an act of theatre.

What will YOU do today to go beyond your call of duty? It’s all about the moments

What will YOU do today to go beyond your call of duty?

Social media is not THE solution

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

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…

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!

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.)

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?)

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?

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

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

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

Niche Exclusive

ASmallWorld

Professional Linkedin Your Brand & Me Brand

Professional

Linkedin

Your Brand & Me Brand

Social MySpace

Social

MySpace

Prof/Social ? Facebook for how long? 27% down in Feb 2008

Prof/Social ?

Facebook for how long?

27% down in Feb 2008

Micro Blogging Twitter

Micro Blogging

Twitter

Photo Sharing Flickr

Photo Sharing

Flickr

the conversation Technorati then what?

the conversation

Technorati

then what?

mash ups

mash ups

So…

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?

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 .

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?

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]