Branded Content Congres 24 June 2010

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Presentation Joel Warady gave at the 2010 Branded Content Congres (Broadcast Press) in Bussum, The Netherlands

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Branded Content Congres 24 June 2010

  1. 1. Branded  Content USA  Best  Prac-ces   Joel  Warady Principal Joel  Warady  Group 24  June,  2010
  2. 2. 2
  3. 3. You want to create.... Talkable Brands ROI vs. ROE
  4. 4. Relationships Trust Word Transparency of Emotional Ties Mouth Community Familiarity
  5. 5. “Trademarks are owned by companies who create them.” “Lovemarks are owned by the people who love them.”   —Lovemarks:  The  Future  Beyond  Brands,  Kevin  Roberts
  6. 6. Market  Explosion • Fortune  500  Companies – Average  Spend  on  Branded  Content  in  2009 • $1.8  million  (US  dollars)  per  company – 51%  -­‐  Print – 27%  -­‐  Internet  Media – 22%  -­‐  Video  /  Audio • 2009  Spend  was  double  compared  to  2008 • 78%  of  respondents  say  more  effec-ve  than  adver-sing Custom Publishing Council Study Dec. 2009
  7. 7. US  Companies  Findings • Effec-veness  Study – 70%  say  more  effec-ve  than  television  adver-sing – 61%  say  more  effec-ve  than  direct  mail – 57%  say  more  effec-ve  than  public  rela-ons • Why  companies  use  Branded  Content – 54%  for  Customer  Educa-on – 25%  for  Customer  Renten-on – 21%  for  Brand  Loyalty  programs • Long-­‐term  gains  vs.  short-­‐term  sales Custom Publishing Council Study Dec. 2009
  8. 8. Marke8ng  Budget  Impact • Branded  Content  is  reaching  32%  of  marke-ng   budget  of  companies  surveyed • 2010  Planned  Spending – 24%  will  increase  budget – 20%  will  decrease  budget – 56%  will  remain  constant  in  spend Custom Publishing Council Study Dec. 2009
  9. 9. What Works? What Doesn’t!
  10. 10. Orbit  Gum  -­‐  Case  Study
  11. 11. Case  Study  -­‐  Orbit  Gum "I'm not a seller; I'm not an advertiser. We don't claim to do that," Bateman told the New York Times. "We're just looking to make cool pieces of entertainment and just arbitrarily make that subject matter a brand's message." Jason Bateman, Actor, Producer
  12. 12. Case  Study  -­‐  Orbit  Gum
  13. 13. Case Study I Can’t Believe Its Not Butter
  14. 14. Case  Study     American  Family  Insurance
  15. 15. Case  Study     American  Family  Insurance • Partnership – American  Family  Insurance – NBC  Universal  Digital  Studio • Comi`ment – 10  part  comedy  series – Moving  into  Season  2 • Results  -­‐  Season  1 – 24%  increase  in  “intent  to  purchase”
  16. 16. Provide  Quick  Responses 16
  17. 17. Tell  a  Compelling  Story 20
  18. 18. Case  Study  -­‐  Circle  of  Eight • Milchan  -­‐  Van  Eyssen – Concept  Development • Paramount  Digital  Entertainment – Development – Financial – Distribu-on • Pepsi  -­‐  Mountain  Dew – Involved  in  Produc-on  Discussions – “Credible  Integra-on  Points” • MySpace – Exclusive  Premier
  19. 19. Listen  to  the  Conversa8ons 13
  20. 20. Viral  Brand  Awareness • You  Don’t  Own  Your  Brand – They  own  your  brand • Who  are  they??? – Customers – Users   – Lovers – Haters – Compe-tors – The  People  of  Earth 35
  21. 21. 1st Branded iPhone App Top 100 Apps in the US $.99 adds value to App
  22. 22. •Company established in March 2001 •Products sold in all 50 States and All 10 Canadian Provinces •Available in over 5000 stores •Natural (Whole Foods, Sprouts) •Conventional (Kroger, SuperValu) •Independent Natural •Mass (Walmart) •Inc. 500 for 2 years •Sales in excess of $12 million (USD) 35
  23. 23. Alterna8ve  Channel  WOM
  24. 24. Branded  Content  on  the  Cheap
  25. 25. Branded  Content  on  the  Cheap
  26. 26. The  Way  We  Connect  is   Changing 46
  27. 27. The  Way  We  Connect  is   Changing…  Really  Fast! 47
  28. 28. Marke8ng  Without  Marke8ng: A  Brand  Hijack  Manifesto Let  go  of  the  fallacy  that  your  brand  belongs  to  you.    It  belongs  to  the  market. Co-­‐create  your  brand  by  collabora-ng  with  your  customers. Scrap  the  focus  groups,  fire  the  cool  chasers,  and  hire  your  audience. Facilitate  your  most  influen-al  and  passionate  customers  in  transla-ng  your  brand’s   message  to  a  broader  audience. Be  pa8ent.    Your  brand  ini-a-ve  could  take  years  –  or  weeks  –  to  take  off. Be  flexible.    Carefully  plan  every  step,  but  be  totally  open  to  having  the  story  rewri`en   along  the  way. Lose  control.    Free  yourself  to  seize  sudden  opportuni-es  that  only  last  for  moments. Resist  the  paranoid  urge  for  consistency.    Embrace  the  value  of  being  surprising  and   imperfect. Respect  your  community.    Draw  the  line  between  promo-on  and  the  ad-­‐bus-ng  trinity   of  manipula-on,  intrusion,  and  co-­‐op-on. Let  the  market  hijack  your  brand. 49
  29. 29. Damk  U  Wel! Ques-ons: joel@joelwarady.com You  can  also  find  me  on:                            Facebook  –  JoelWaradyGroup LinkedIn  –  joelwarady Twi`er  -­‐  @joelwarady   50

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