Making Peoples Lives Better

MAKING PEOPLE’S LIVES BETTER

TOPICS / AGENDA B R AN D S O L D M A R K E T IN G N E W M A R K E T IN G IN N O V A T IO N EN G AG EM EN T U T IL IT Y IN S IG H T

BRANDS & BRANDING HAVEN’T CHANGED

BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

BRANDING = USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

TREAT ME WELL, AND I’LL RETURN THE FAVOR.

OLD MARKETING

OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER

THIS ISN’T WORKING.

“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”

A TIME FOR CHANGE “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike October 2007 Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html

MODERN MARKETING

MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER

MODERN MARKETING “[Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.” Rob Master Media Director, North America Unilever March 2008 Source: Advertising Age - http://adage.com/article?article_id=125663

HOW CAN YOU CREATE BRAND FANS?

DELIVER VALUE THROUGH MARKETING.

OR, MORE SIMPLY PUT…

MAKE PEOPLES’ LIVES BETTER.

O.K. SOUNDS SIMPLE ENOUGH.

SO HOW CAN WE DO THIS?

PRODUCT INNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.

MODERN MARKETING “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 Source: Purple Cow / Seth Godin / Page 3

MODERN MARKETING “We think the future of advertising is great products that have marketing embedded in them.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

MODERN MARKETING “Coming up with product innovations. That's what we're setting out to do.” Steven Marrs Vice Chairman Global Head of Digital and Branded Content NITRO April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

MODERN MARKETING “Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125664

THE PRODUCT IS THE MARKETING

GREAT. BUT MY PRODUCT ISN’T COOL.

WHAT CAN I DO???

WELL, FRANKLY YOU’RE SCREWED.

ADD VALUE THROUGH CONTENT.

CONTENT IS THE NEW CURRENCY

PEOPLE WILL PAY FOR GREAT CONTENT.

CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html

BRANDS WILL PAY FOR GREAT CONTENT.

CONTENT IS THE NEW CURRENCY

CONTENT IS THE NEW CURRENCY “[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

ENGAGEMENT

ENGAGEMENT “The days of making funny things that may or may not have an effect on the client's business are ending.” Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

ENGAGEMENT CP+B FOLK LORE / MYTHOLOGY: ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE. “ DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.” IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE. Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html

ENGAGEMENT No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch. Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172

ENGAGEMENT

UTILITY

UTILITY “[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer CEO / Owner The Barbarian Group October 2006 Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html

UTILITY “When you create a utility, you're creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.” Nick Law Chief Creative Officer, North America R/GA March 2008 Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

UTILITY

UTILITY “[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

UTILITY

HOW DO WE CREATE THIS KIND OF MARKETING?

CREATING BETTER MARKETING “We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” Akio Morita Co-Founder Sony Corporation Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )

CREATING BETTER MARKETING “It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” Steve Jobs Co-Founder, Chairman & CEO Apple May 1998 Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm

UNCOVER RICH CONSUMER INSIGHTS

OPPORTUNITY COMES FROM INSIGHTS “Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.” Laura Lang CEO Digitas USA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125670

HOW DO WE UNCOVER THESE INSIGHTS?

OBSERVE + LISTEN

TRADITIONAL METHODS FO C US G RO UP S 1 x 1 IN T E R V IE W S E T H N O G R A P H IC S T U D IE S C U LTU R AL AN TH R O P O LO G Y S U R VE YS U S A B IL IT Y T E S T IN G /

EMERGING METHODS

DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us

COLLABORATION

COLLABORATION COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS AGENCY INSIGHTS CONSUMERS & IDEAS

COLLABORATION

IF YOU ONLY REMEMBER ONE THING…

MODERN MARKETING = MAKING PEOPLES’ LIVES BETTER.

THE END

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Making Peoples Lives Better

by Matthew_Broughton on Jul 07, 2009

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