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

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

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”

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

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

33. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion

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

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

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

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 ?

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