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Marketing3 Presentation
Marketing3 Presentation
Marketing3 Presentation
Marketing3 Presentation
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Marketing3 Presentation
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Marketing3 Presentation
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Marketing3 Presentation
Marketing3 Presentation
Marketing3 Presentation
Marketing3 Presentation
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Marketing3 Presentation
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Marketing3 Presentation

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This is a presentation I gave at the Marketing 3 conference on Nov 29, 2007. For more on this topic, check out http://blog.futurelab.net

This is a presentation I gave at the Marketing 3 conference on Nov 29, 2007. For more on this topic, check out http://blog.futurelab.net

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    • 1. Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution)
    • 2. FUTURE LAB Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to € 100,000,000 spent to date, and very little to show for it
    • 3. If you think marketers have an image problem FUTURE LAB
    • 4. What People Think of Marketers Don’t shoot the messenger  FUTURE LAB
    • 5. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005 FUTURE LAB
    • 6. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . FUTURE LAB
    • 7. FUTURE LAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
    • 8. Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURE LAB
    • 9. Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive FUTURE LAB
    • 10. "We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing." Dilbert’s Boss cc 3.0, Megaqwerty FUTURE LAB
    • 11. FUTURE LAB Buy Stormhoek Wine 
    • 12. FUTURE LAB
    • 13. If you think marketers have an image problem FUTURE LAB
    • 14. Marketers need to become more « accountable » for themselves and for the benefit of the business.. <ul><li>The « outsider’s » perspective </li></ul><ul><li>Marketing campaigns have unsure or negative ROI </li></ul><ul><li>Sales promotions don’t generate sales </li></ul><ul><li>Consumers get irritated by advertising </li></ul><ul><li>Most new value propositions fail in the market </li></ul><ul><li>The campaign presentation never reflects consumer reality </li></ul><ul><li>Marketing initiatives overpromise </li></ul><ul><li>… </li></ul><ul><li>And each year they come up with a new story </li></ul>FUTURE LAB
    • 15. The Marketer’s Bushido FUTURE LAB Changing marketing’s bad image
    • 16. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 17. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 18. FUTURE LAB In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice?
    • 19. German Traditional Chains vs. Hard discounters McKinsey & Company, Nov 2004 FUTURE LAB
    • 20. FUTURE LAB 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home)
    • 21. The Experience IS the Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. FUTURE LAB Insight Product « Best Practice » is Insufficient
    • 22. Don’t forget to understand the “influencers”
    • 23. <ul><li>Understand what truly drives and moves me </li></ul><ul><li>... and those who influence me </li></ul><ul><li>... at every step of the overall experience you offer </li></ul>Real Insight FUTURE LAB
    • 24. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 25. FUTURE LAB RESPECT
    • 26. FUTURE LAB RESPECT ?? http://www.youtube.com/watch?v=D3qltEtl7H8
    • 27. Don’t treat me like a child “ one message doesn’t fit all” FUTURE LAB
    • 28. FUTURE LAB <ul><li>28-34 </li></ul><ul><li>Online music, movies & laser hair removal </li></ul><ul><li>Modest but dependable disposable income </li></ul>People don’t fit boxes
    • 29.  
    • 30. To simplify and give meaning: Humans seek patterns, even where there are none
    • 31. “ It’s the easy way out, and as long as we all do it, we’re fine” Romanian marketer FUTURE LAB
    • 32. <ul><li>Let go of mindless segmentation </li></ul><ul><li>Treat markets like “people” </li></ul><ul><li>Bring back the love </li></ul><ul><li>And you might get some in return </li></ul>RESPECT FUTURE LAB
    • 33. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 34. <ul><li>perception </li></ul><ul><li>80% of CEO’s believe of believe their brand provides a superior customer experience </li></ul><ul><li>8 % of their customers agree </li></ul><ul><li>(Bain & Company) </li></ul>FUTURE LAB
    • 35. We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURE LAB http://www.youtube.com/watch?v=xaaAYVUWP0I
    • 36. Companies break their promises every single day. Does your business keep yours? FUTURE LAB
    • 37. Breaking promises in a WoM world is suicidal FUTURE LAB
    • 38. But I’m just a marketer That is not my department … FUTURE LAB
    • 39. YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth” FUTURE LAB
    • 40. Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURE LAB
    • 41. In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES
    • 42. <ul><li>Ensure that your brand tells the truth when it makes a promise </li></ul><ul><li>And when a promise is made </li></ul><ul><li>make sure it is kept </li></ul>INTEGRITY FUTURE LAB
    • 43. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 44. A Reminder from Tom FUTURE LAB http://www.youtube.com/watch?v=9MaKHxsGZ-A
    • 45. Show Me the Money <ul><ul><li>Marketers say </li></ul></ul><ul><ul><li>“ Our advertising generates the branding and strong creative we need to differentiate ourselves in the marketplace.” </li></ul></ul><ul><ul><li>The CEO/CFO wants to hear… </li></ul></ul><ul><ul><li>“ Our analysis shows us that our € 3 million advertising campaign generated an incremental € 22.3 million in revenue. </li></ul></ul><ul><ul><li>We can continue to generate ROI up to a € 4.5 million ad spend, generating an additional € 10.6 million in incremental revenue, at which point broad media advertising becomes saturated for our market.” </li></ul></ul>Source: CFO vs. CMO Smackdown, PMD Professional, 2005
    • 46. MEASURE & PREDICT Case: Indian Tea company, Greek Telco. A Structural Answer: Multivariate and Agent Based Modeling FUTURE LAB AGENT BASED MODELING Case: US Packaged Consumer Goods Company
    • 47. Preference Purchase Repurchase Loyalty Advocacy Pragmatism: Focus your money where it matters IMPACT Average Media Consumption by Week (Europe), 2005 Source: Nielsen Interactive Europe, 2005
    • 48. Resist Orthodoxy <ul><li>Booking TV = higher margin </li></ul><ul><li>Standard rate-cards are less work </li></ul><ul><li>Digital avoidance is easier on the brain </li></ul><ul><li>Agency co-operation is inconvenient </li></ul>
    • 49. <ul><li>Establish structural measures to assess the financial impact of our marketing initiatives, in terms the business can appreciate. </li></ul><ul><li>Meanwhile, at least allocate your funds where they generate most impact for the business. </li></ul><ul><li>In short, show me the money </li></ul>FINANCIAL ACUMEN FUTURE LAB
    • 50. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 51. 90% of businesses are unable to execute the strategy they have on paper 70% of businesses project performance they will never attain Houston, we have a problem Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
    • 52. Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005 Only 5% of the workforce understands what the strategy is
    • 53. FUTURE LAB THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth”
    • 54. YET THEY ARE THE “MOMENT OF TRUTH” FUTURE LAB
    • 55. What will you do to make it “clear” FUTURE LAB Do people “get” your strategy ?
    • 56. FUTURE LAB <ul><li>INCLUSION </li></ul><ul><li>Make sure that everyone who needs to deliver the promise you make to the market </li></ul><ul><ul><li>Understands this promise </li></ul></ul><ul><ul><li>Knows what it means to him/her </li></ul></ul><ul><ul><li>Supports this direction </li></ul></ul><ul><ul><li>Acts upon it </li></ul></ul>
    • 57. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 58. Dreaming of a better future … where there is more to business than making money. FUTURE LAB
    • 59. FUTURE LAB DREAM ON … SHOW ME THE MONEY
    • 60. FUTURE LAB Be responsible AND make money
    • 61. 2008 FUTURE LAB Consumer Demand
    • 62. Market Opportunity
    • 63. FUTURE LAB PERSPECTIVE Do good for the world and for your business
    • 64. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 65. Be the First Penguin FUTURE LAB that resists threaths & temptation
    • 66. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • 67. The Alternative FUTURE LAB
    • 68. http://blog.futurelab.net

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